Chapter 8 Social Media for Business Communication

Social Age
era in which people engage in networked communication, collaborate across boundaries, and solve problems communally
Web 1.0
most web pages were read-only and static
Web 2.0
read-write web, where users interact extensively with web pages – authoring content, expressing opinions, and customizing and editing web content among other things
Social media include
social networks, blogs, wikis, gaming, podcasts, and information tagging
User 1.0 refers to an individual
who priarily uses and prefers Web 1.0 tools
User 2.0 refers to an individual
who primarily uses and prefers Web 2.0 tools
Social age benefits companies and business professionals in the context of
team and networked communication
When social media are used for professional purposes,
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.
Social media primary challenges are
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
One basic challenge of using social media internally is
getting employees to participate
Social media risks
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

Most widely used and most effective social tools
user profiles, blogs, wikis, and discussion forums.
Most valuable social tools in terms of productivity gains, reduction in IT costs, and increase in revenues.
are posts that are arranged chronologically, similar to a journal format
shorter blogs that contain just a few sentences, are part of most enterprise social networking platforms. (Such as Twitter)
Team blogs
typically organized around formal work teams
Project blogs
organized around particular projects that generally involve temporary teams
are collections of pages that anyone with approved access can edit, thus lending themselves to collaborative writing.
Wikis create a culture of
transparency, simplicity, and openness
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
Public Relations
traditionally viewed as media relations, and the primary vehicles for PR messages were press releases.
During Information Age PR has been defined as
the management function that establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success depends.
PR is fundamentally
about building relationships with employees, customers, communities, the media, and other stakeholders
Corporate reputation (from perspective of stakeholders)
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.
Key aspects of repuation
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)
Primary goal of PR
create distinctive brand value for a company
Main components of press-release
headline, dateline, the story, a boilerplate (aka positioning statement – background about the company), and contact information
Professional Blog
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
Blog entries should be made
two to three times per week
Blogs and wikis are
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.

Which of the following are the recommended levels and types of comments on business social media platforms?
Most comments should be directly related to work, followed by about 15-20 percent supportive comments, and the remaining comments mostly social
Communities of practice are groups focused on
shared activities
Which of the following are benefits of communities of practice for a business professional?
Adding to known information about a company
Experiencing professional development
Taking part in long-term organizational issues