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Chapter 8
Social Media
Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 1Chapter 8 -
Learning Objectives1. Identify seven key social media points2. Examine social networks in business3. Review information and media sharing4. Discuss the use of blogs in business5. Learn how businesses use microblogs6. Discover how to contribute to wikis
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Writing Strategies for Social Media
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Social Media Content
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Use a Conversational Approach
Avoid Lectures and Sales Pitches
Write Informally, Not Carelessly
Create Informative Headlines
Social Media Content
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Get Involved and Stay Involved
Avoid Blatant Promotional Efforts
Be Transparent and Honest
Think Carefully Before You Post
Summary of Discussion
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Social Networks
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Types of Social Networks
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• Public General Networks
• Public Specialized Networks
• Private Internal Networks
Business Communication Uses of Social Networks
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Integrating Company Workforces
Fostering Collaboration on Projects
Building Online Communities
Business Communication Uses of Social Networks
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Socializing Brands and Companies
Understanding Target Markets
Recruiting Employees and Partners
Business Communication Uses of Social Networks
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Connecting with Sales Prospects
Enabling Customer Service
Extending the Organization
Business Communication Social Network
Strategies
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OnlinePresence
CommunityBuilding
PromotionEfforts
ConsistentPersonality
MessageTypes
ValuableContent
ExistingDialogues
Summary of Discussion
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Information and Media Sharing Sites
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User-Generated Content
Valuable to UsersEasy-to-Use Format
Media Curation Sites
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•Collecting•Republishing
Community Q&A Sites
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Build Your Personal Brand
Commit to Customer Service
Counter Misinformation
Summary of Discussion
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Blogging
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Effective Blogs
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•Personal Style
•Authentic Voice
•Timely Information
• Interesting Topics
•User Participation
Blogs in Business
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•Social Media Hub
•Team Projects
•Company News
•Customer Support
•General Public and Media
Blogs in Business
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•Recruiting Employees
•Policies and Issues
•Crisis Communication
•Market Research
•Brainstorming for Ideas
Blogs in Business
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•Employee Engagement
•Customer Education
•Word-of-Mouth Marketing
•Media Coverage
•Community Building
Three-Step Process
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•Planning•Writing•Completing
Summary of Discussion
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Microblogging
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Microblog Approach
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•Short Summaries•Social Aspects
Microblog Applications
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•Company Updates•Sales Coupons•Product Tips•Expert Information•Blog Headlines
Microblog Applications
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•Backchannel•Real-Time News•Customer Service•Crowdsourcing•Sharing Content
Business Communication
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Communication StrategyCommunication Objectives
Summary of Discussion
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Wikis
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The Wiki Philosophy• Traditional authorship expectations• Editing and improving the work• Templates and formatting options• Editing and commenting features• Practicing in the “sandbox”• Guidelines for new contributors
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Three-Step Wiki Process
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Starting a New Wiki
Adding Material to a Wiki
Revising Wiki Material
Summary of Discussion
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Chapter 8
Social Media
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