Chapter 8 Social Media for Business Communication – Flashcards
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Social Age
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era in which people engage in networked communication, collaborate across boundaries, and solve problems communally
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Web 1.0
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most web pages were read-only and static
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Web 2.0
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read-write web, where users interact extensively with web pages - authoring content, expressing opinions, and customizing and editing web content among other things
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Social media include
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social networks, blogs, wikis, gaming, podcasts, and information tagging
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User 1.0 refers to an individual
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who priarily uses and prefers Web 1.0 tools
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User 2.0 refers to an individual
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who primarily uses and prefers Web 2.0 tools
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Social age benefits companies and business professionals in the context of
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team and networked communication
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When social media are used for professional purposes,
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teams can communicate more efficiently; companies can interface more responsively with customers, clients, and suppliers; customers and other interested individuals can be directly involved in the development of products and services; and anyone with shared professional interests can communicate easily, not needing to travel to see one another.
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Social media primary challenges are
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cultural. Some of them are age-based. Social media creates a free flow of information that, in many cases, runs counter to traditional business approaches to decision making, lines of authority, team information, performance incentives, and so on
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One basic challenge of using social media internally is
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getting employees to participate
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Social media risks
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lead to lower productivity when employees use them for social and entertainment purposes, release confidential and proprietary information, post inappropriate comments that lead to reputation loss for companies, and go around lines of authority. On an individual level it can lead to major credibility loss
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Most widely used and most effective social tools
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user profiles, blogs, wikis, and discussion forums. Most valuable social tools in terms of productivity gains, reduction in IT costs, and increase in revenues.
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Blogs
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are posts that are arranged chronologically, similar to a journal format
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Microblogs
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shorter blogs that contain just a few sentences, are part of most enterprise social networking platforms. (Such as Twitter)
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Team blogs
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typically organized around formal work teams
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Project blogs
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organized around particular projects that generally involve temporary teams
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Wikis
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are collections of pages that anyone with approved access can edit, thus lending themselves to collaborative writing.
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Wikis create a culture of
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transparency, simplicity, and openness
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Forums
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are not always successful. To try and make forums effective consider the following: Read your peers' comments completely and carefully State the purpose of the forum clearly Use flexible, open, and inviting language, Build on the ideas of others and pose questions Show appreciation for your teammates and their ideas Participate often Meet in real time for touchy points Summarize and, as appropriate, identify next steps Talk with your team about ways to make forums help your decision making and coordination
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Public Relations
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traditionally viewed as media relations, and the primary vehicles for PR messages were press releases.
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During Information Age PR has been defined as
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the management function that establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success depends.
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PR is fundamentally
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about building relationships with employees, customers, communities, the media, and other stakeholders
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Corporate reputation (from perspective of stakeholders)
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is te intellectual, emotional, and behavioral response as to whether or not the communications and actions of an organization resonate with their needs and interests.
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Key aspects of repuation
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Asset; it has value (contributes to 3-7.5% of annual revenues) Company's reputation must differentiate it from its competitors Managing the expectations of stakeholders (primary goal)
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Primary goal of PR
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create distinctive brand value for a company
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Main components of press-release
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headline, dateline, the story, a boilerplate (aka positioning statement - background about the company), and contact information
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Professional Blog
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Develop a theme readers can recognize and that captures your areas of expertise or interests. Make sure your posts maintain a professional, fun, and helpful tone. Make sure your content is accurate. Make sure your content is interesting and front-loaded. You have about 5-15 seconds to draw your readers in. Stay responsive to your readers' comments
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Blog entries should be made
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two to three times per week
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Blogs and wikis are
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collaborative tool. They are intended to help you work more effectively with your team members, other colleagues, and clients. Goal is not to entertain but provide value to others and increase your professional, not social, credibility.
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Which of the following are the recommended levels and types of comments on business social media platforms?
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Most comments should be directly related to work, followed by about 15-20 percent supportive comments, and the remaining comments mostly social
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Communities of practice are groups focused on
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shared activities
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Which of the following are benefits of communities of practice for a business professional?
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Adding to known information about a company Experiencing professional development Taking part in long-term organizational issues
