1 LEARNING OBJECTIVES After studying this chapter, you will be able to: 1. Identify the major electronic media used for brief business messages and describe the seven compositional modes needed for electronic media 2. Describe the use of social networks, user-generated content sites, and community Q&A sites in business communication 3. Describe the evolving role of e-mail in business communication and explain how to adapt the three step writing process to e-mail messages 4. Describe the business benefits of instant messaging (IM) and identify guidelines for effective IM in the workplace 5. Describe the use of blogging and microblogging in business communication and briefly explain how to adapt the three step process to blogging 6. Explain how to adapt the three-step writing process for podcasts 2 Media innovations empower customers and other stakeholders, and help companies connect with audiences in new ways. Although social media have reduced the amount of control that businesses have over the content and the process of communication, today’s smart companies are learning how to adapt their communication efforts to this new media landscape and to welcome customers’ participation. Social media are also revolutionizing internal communication, breaking down traditional barriers in the organizational hierarchy, promoting the flow of information and ideas, and enabling networks of individuals and organizations to collaborate on a global scale 3 4 Today’s business communicators have a broad range of options for sending brief messages (from one or two sentences up to several pages long): Social networking and community participation websites. Social networking sites such as Facebook and LinkedIn, user-generated content sites such as Flickr and YouTube, and community Q&A sites provide a variety of communication tools, including status updates, user comments, and personal profiles, that support brief messages. E-mail is a primary medium for most companies, although it is being replaced in many instances by social networks, instant messaging, blogging, wikis, and other tools that provide better support for instant communication and real-time collaboration. Instant messaging (IM). After consumers around the world began to adopt IM as a faster and simpler alternative to e-mail, businesses weren’t far behind; computer-based IM usage now rivals e-mail in many companies. IM offers even greater speed than e-mail, as well as simple operation and— so far at least—fewer problems with unwanted messages or security and privacy problems. 5 Text messaging. Phone-based text messaging has a number of applications in business communication, including order and status updates, marketing and sales messages, electronic coupons, and customer service. Texting is also used as a back channel during meetings and presentations, giving audience members the opportunity to ask questions and share information. Blogging and microblogging. The ability to update content quickly and easily makes blogs a natural medium when communicators need to get messages out in a hurry. Microblogging systems such as Twitter are also being used widely in business, for everything from research and collaboration to customer service. Podcasts are the online equivalent of recorded radio or video broadcasts. Businesses are now using podcasts to replace or supplement conference calls, training courses, and other communication activities. Online video. Sites such as YouTube serve up videos to millions of viewers every day. Creating high-quality videos requires some time and expertise, but even the simple video functions now widely available in cameras and mobile phones can be useful for many other communication tasks. 6 While most of your business communication is likely to be via electronic means, don’t automatically dismiss the benefits of printed messages. Here are several situations in which you should use a printed message over electronic alternatives: •When you want to make a formal impression •When you want to stand out from the flood of electronic messages •When you are legally required to provide information in printed form •When you need a permanent, unchangeable, or secure record Obviously, if you can’t reach a particular audience electronically, you’ll also need to use a printed message. 7 While most of your business communication is likely to be via electronic means, don’t automatically dismiss the benefits of printed messages. Here are several situations in which you should use a printed message over electronic alternatives: •When you want to make a formal impression •When you want to stand out from the flood of electronic messages •When you are legally required to provide information in printed form •When you need a permanent, unchangeable, or secure record Obviously, if you can’t reach a particular audience electronically, you’ll also need to use a printed message. 8 The benefits of electronic media are numerous, but as lean media, they often lack the ability to convey nuances and raise the risk of miscommunication and unnecessary conflict. Given the spontaneous and sometimes anonymous nature of electronic media, you will sometimes need to work hard to keep your emotions from getting the best of you when you’re writing. Similarly, if you find yourself “stuck in a loop” with someone, sending message after message trying to resolve some point, or you are confused or offended by a message, consider picking up the phone or arranging an in-person meeting. All users of electronic media also share the responsibility for information security and privacy. One careless move is all it takes to release sensitive information or expose an entire network to security risks. 9 As electronic media continue to evolve, business professionals often need to keep learning the operational details of new systems. Fortunately, you can succeed with written communication in virtually all electronic media by using one of the following compositional modes: Conversations. IM is a great example of a written medium that mimics spoken conversation. The ability to think, compose, and type relatively quickly is important to maintaining the flow of an electronic conversation. Comments and critiques. One of the most powerful aspects of social media is the opportunity to express opinions and provide feedback, whether it’s leaving comments on a blog post or reviewing products on an e-commerce site. On the downside, rants, insults, jokes, and blatant self-promotion are usually of little benefit to others. Orientations. The ability to help people find their way through an unfamiliar system or subject is a valuable writing skill. Writing effective orientations can be a delicate balancing act because you need to know the material well enough to guide others through it while being able to view it from the perspective of a “newbie.” Summaries. At the beginning of an article or webpage, a summary functions as a miniature version of the document, giving readers key points while skipping over the details. At the end of an article or webpage, a summary functions as a review, reminding readers of the key points they’ve just read. 10 As electronic media continue to evolve, business professionals often need to keep learning the operational details of new systems. Fortunately, you can succeed with written communication in virtually all electronic media by using one of the following compositional modes: Conversations. IM is a great example of a written medium that mimics spoken conversation. The ability to think, compose, and type relatively quickly is important to maintaining the flow of an electronic conversation. Comments and critiques. One of the most powerful aspects of social media is the opportunity to express opinions and provide feedback, whether it’s leaving comments on a blog post or reviewing products on an e-commerce site. On the downside, rants, insults, jokes, and blatant self-promotion are usually of little benefit to others. Orientations. The ability to help people find their way through an unfamiliar system or subject is a valuable writing skill. Writing effective orientations can be a delicate balancing act because you need to know the material well enough to guide others through it while being able to view it from the perspective of a “newbie.” Summaries. At the beginning of an article or webpage, a summary functions as a miniature version of the document, giving readers key points while skipping over the details. At the end of an article or webpage, a summary functions as a review, reminding readers of the key points they’ve just read. 11 Social networks are online services that enable individuals and organizational members to form connections and share information. These networks have become a major force in business communication in recent years. This section examines business communication uses of social networks, user-generated content (UGC) sites, and community question and answer (Q&A) sites. 12 Here are some of the key business applications of social networks: Gathering market intelligence. With hundreds of millions of people expressing themselves via social media, smart companies are listening. Recruiting and connecting. Companies use social networks to find potential employees, short-term contractors, subject-matter experts, product and service suppliers, and business partners. Marketing communication. Customers and potential customers don’t join a network merely to be passive recipients of advertising messages. Instead, they want to connect with fellow enthusiasts, share knowledge about products,