Description/Paper Instructions
Excellence in
Business Communication
Chapter 7
Crafting Messages for Digital Channels
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Ltd.
1. Identify the major digital channels used for brief
business messages, and describe the nine compositional
modes needed for digital media
2. Describe the use of social networks in business
communication.
3. Explain how companies and business professionals can use
information and content sharing websites.
Copyright © 2017 Pearson Education,
Ltd.
Learning Objectives (1 of 3)
4. Describe the evolving role of email in business communication,
and explain how to adapt the three-step writing process to email
messages.
5. Describe the business benefits of instant messaging (IM), and
identify guidelines for effective IM in the workplace.
6. Describe the use of blogging and microblogging in business
communication, and briefly explain how to adapt
the three-step process to blogging.
7. Explain how to adapt the three-step writing process for
podcasts.
Copyright © 2017 Pearson Education,
Ltd.
Learning Objectives (4 of 7)
Digital channels for business
communication
Social media
– Twitter
– Instagram
– Telegram
– Facebook
Copyright © 2017 Pearson Education,
Ltd.
Media Choices for Brief
Messages
• Social networks
• Information and content sharing sites
• Email
• Instant messaging (IM)
• Text messaging
• Blogging and microblogging
• Podcasting
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Ltd.
Compositional Modes for
Digital Media
• Conversations
• Comments and critiques
• Orientations
• Summaries
• Reference materials.
• Narratives
• Teasers
• Tutorials
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Ltd.
Creating Content for social
Media
Writing for social media than for traditional media. Whether you’re writing a
blog or posting a product demonstration video to YouTube, consider these tips:
• Remember that it’s a conversation, not a lecture or a sales pitch.
• Write informally but not carelessly.
• Create concise, specific, and informative headlines.
• Get involved and stay involved.
• Be transparent and honest.
• Think before you post!
Copyright © 2017 Pearson Education,
Ltd.
Communication on social
Networks
• Choose the best compositional mode for each message, purpose, and
network.
• Offer valuable content to members of your online communities.
• Join existing conversations.
• Facilitate community building.
• Maintain a consistent personality.
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Ltd.
Email
Email has been an important communication tool for many companies.
• Email is universal. Anybody with an email address can reach anybody else
with an email address, no matter which systems the senders and receivers
are on.
• Email is still the best medium for many private, short- to medium-length
messages, particularly when the exchange is limited to two people. Unlike
with microblogs or
IM, for instance, midsize messages are easy to compose and easy to read on
email.
• Email’s noninstantaneous nature is an advantage when used properly. Email
lets senders compose substantial messages in private and on their own
schedule, and it lets recipients read those messages at their leisure.
Copyright © 2017 Pearson Education,
Ltd.
IM (instant messaging)
Computer-based instant messaging (IM), in which users’ messages appear on
each other’s screens instantly, is used extensively for internal and external
communication. IM is available in both stand-alone systems and as a function
embedded in online meeting systems, collaboration systems, social networks,
and other platforms.
Text messaging has a number of applications in business as well, including
marketing (alerting customers about new sale prices, for example), customer
service (such as airline flight status, package tracking, and appointment
reminders), security (for example, authenticating mobile banking transactions),
crisis management (such as updating all employees working at a disaster
scene), and process monitoring (alerting computer technicians to system
failures, for example).
Copyright © 2017 Pearson Education,
Ltd.
Adapting the Three-step Process
for Successful Blogging
Audience
You want an audience large enough to justify the time you’ll be investing but
narrow enough that you can provide a clear focus for the blog.
Purpose
A business blog needs to have a business-related purpose that is important to
your company and to your chosen audience.
Make your material easier to find by tagging it with descriptive words. Your
readers can then click on these “content labels” to find additional posts on
those topics.
Copyright © 2017 Pearson Education,
Ltd.
Microblogging
A microblog is a variation on blogging in which messages are sharply restricted
to specific character counts. (Twitter, Instagram)
The length limitations call for a different approach to composition. Microblog
messages often involve short summaries or teasers that provide links to more
information.
#hashtag (the # symbol followed by a word or phrase), which makes it easy for
people to label and search for topics of interest
Although microblogs are designed to encourage spontaneous communication,
when you’re using the medium for business communication, don’t just tweet
out whatever pops into your head. Make sure messages are part of your
overall communication strategy.
Copyright © 2017 Pearson Education,
Ltd.
Podcasting
Podcasting is the process of recording audio or video files and distributing them online via
subscriptions, in the same way that blog posts are automatically fed to subscribers.
Podcasting combines the media richness of voice or visual communication with the
convenience of portability.
As you organize the content for a podcast, pay close attention to previews, transitions, and
reviews. These steering devices are especially vital in audio recordings because audio lacks
the “street signs” (such as headings) that audiences rely on in print media.
One of the attractions of podcasting is the conversational, person-to-person feel of
the recordings, so unless you need to capture exact wording, speaking from an outline and
notes rather than a prepared script is often the best choice.
|
RUBRIC
QUALITY OF RESPONSE |
NO RESPONSE |
POOR / UNSATISFACTORY |
SATISFACTORY |
GOOD |
EXCELLENT |
Content (worth a maximum of 50% of the total points) |
Zero points: Student failed to submit the final paper. |
20 points out of 50: The essay illustrates poor understanding of the relevant material by failing to address or incorrectly addressing the relevant content; failing to identify or inaccurately explaining/defining key concepts/ideas; ignoring or incorrectly explaining key points/claims and the reasoning behind them; and/or incorrectly or inappropriately using terminology; and elements of the response are lacking. |
30 points out of 50: The essay illustrates a rudimentary understanding of the relevant material by mentioning but not full explaining the relevant content; identifying some of the key concepts/ideas though failing to fully or accurately explain many of them; using terminology, though sometimes inaccurately or inappropriately; and/or incorporating some key claims/points but failing to explain the reasoning behind them or doing so inaccurately. Elements of the required response may also be lacking. |
40 points out of 50: The essay illustrates solid understanding of the relevant material by correctly addressing most of the relevant content; identifying and explaining most of the key concepts/ideas; using correct terminology; explaining the reasoning behind most of the key points/claims; and/or where necessary or useful, substantiating some points with accurate examples. The answer is complete. |
50 points: The essay illustrates exemplary understanding of the relevant material by thoroughly and correctly addressing the relevant content; identifying and explaining all of the key concepts/ideas; using correct terminology explaining the reasoning behind key points/claims and substantiating, as necessary/useful, points with several accurate and illuminating examples. No aspects of the required answer are missing. |
Use of Sources (worth a maximum of 20% of the total points). |
Zero points: Student failed to include citations and/or references. Or the student failed to submit a final paper. |
5 out 20 points: Sources are seldom cited to support statements and/or format of citations are not recognizable as APA 6th Edition format. There are major errors in the formation of the references and citations. And/or there is a major reliance on highly questionable. The Student fails to provide an adequate synthesis of research collected for the paper. |
10 out 20 points: References to scholarly sources are occasionally given; many statements seem unsubstantiated. Frequent errors in APA 6th Edition format, leaving the reader confused about the source of the information. There are significant errors of the formation in the references and citations. And/or there is a significant use of highly questionable sources. |
15 out 20 points: Credible Scholarly sources are used effectively support claims and are, for the most part, clear and fairly represented. APA 6th Edition is used with only a few minor errors. There are minor errors in reference and/or citations. And/or there is some use of questionable sources. |
20 points: Credible scholarly sources are used to give compelling evidence to support claims and are clearly and fairly represented. APA 6th Edition format is used accurately and consistently. The student uses above the maximum required references in the development of the assignment. |
Grammar (worth maximum of 20% of total points) |
Zero points: Student failed to submit the final paper. |
5 points out of 20: The paper does not communicate ideas/points clearly due to inappropriate use of terminology and vague language; thoughts and sentences are disjointed or incomprehensible; organization lacking; and/or numerous grammatical, spelling/punctuation errors |
10 points out 20: The paper is often unclear and difficult to follow due to some inappropriate terminology and/or vague language; ideas may be fragmented, wandering and/or repetitive; poor organization; and/or some grammatical, spelling, punctuation errors |
15 points out of 20: The paper is mostly clear as a result of appropriate use of terminology and minimal vagueness; no tangents and no repetition; fairly good organization; almost perfect grammar, spelling, punctuation, and word usage. |
20 points: The paper is clear, concise, and a pleasure to read as a result of appropriate and precise use of terminology; total coherence of thoughts and presentation and logical organization; and the essay is error free. |
Structure of the Paper (worth 10% of total points) |
Zero points: Student failed to submit the final paper. |
3 points out of 10: Student needs to develop better formatting skills. The paper omits significant structural elements required for and APA 6th edition paper. Formatting of the paper has major flaws. The paper does not conform to APA 6th edition requirements whatsoever. |
5 points out of 10: Appearance of final paper demonstrates the student’s limited ability to format the paper. There are significant errors in formatting and/or the total omission of major components of an APA 6th edition paper. The can include the omission of the cover page, abstract, and page numbers. Additionally the page has major formatting issues with spacing or paragraph formation. Font size might not conform to size requirements. The student also significantly writes too large or too short of and paper |
7 points out of 10: Research paper presents an above-average use of formatting skills. The paper has slight errors within the paper. This can include small errors or omissions with the cover page, abstract, page number, and headers. There could be also slight formatting issues with the document spacing or the font Additionally the paper might slightly exceed or undershoot the specific number of required written pages for the assignment. |
10 points: Student provides a high-caliber, formatted paper. This includes an APA 6th edition cover page, abstract, page number, headers and is double spaced in 12’ Times Roman Font. Additionally the paper conforms to the specific number of required written pages and neither goes over or under the specified length of the paper. |
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