Transcript Teaching Social Media and Electronic Communication

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What's the difference between social media and electronic
media?
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How is social media changing how we communicate?
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How, specifically, might a new business use social media?
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What types of social media and electronic communication
should be taught in a business communication course today?
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What should instructors be teaching about social media and
electronic communication?
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What additional resources are recommended for teaching
social media and electronic communication?
Electronic communication is any communication done electronically.
All social media are part of electronic communication, but not all
electronic communication is social media.
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What is social media?
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Social media are electronic media that transform passive
audiences into active participants in the communication process
by allowing them to share content, revise content, respond to
content, or contribute new content.
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In short, social media is a conversation
supported by online tools.
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Tools such as these:
Facebook
YouTube
Twitter
LinkedIn
Flickr
Digg
Delicious
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Facebook, a social networking site, is the #1 website
worldwide with more page views than Google
33% of Facebook users are fans of brands – the #1 reason:
To get special offers and promotions.
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On YouTube, the average user spends 15
minutes a day on the site.
More video is uploaded to YouTube in 60 days than
all 3 major U.S. networks created in 60 years.
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A recent survey suggested that video company profiles on
YouTube have more measurable impact than company profiles
on Facebook, LinkedIn, and other prominent sites.
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Microblogs
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• research
• tips on product usage
• collaboration
• information from experts
• company updates
• backchannel in meetings and presentations
• coupons and notice of sales
• customer service with individuals
Social network and blogging sites are now the 4th most
popular activity online, even ahead of personal e-mail.
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75% of Americans and 66% of the global Internet
population visit social networks.
Americans
25%
Don’t
Visit
34%
Don’t
Visit
75%
Visit
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Global Internet Population
66%
Visit
93% of Americans believe that a company should
have a presence on social media sites.
85% believe that these companies should use
these services to interact with consumers.
Presence on Social Media Sites
7%
No
15%
No
93%
Yes
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Use SM to Interact with Consumers
85%
Yes
Social media is not a fad.
It’s a fundamental shift in the way all of us communicate.
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The old communication model was a monologue.
“We talk. You listen.”
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The average person is exposed to an average of
3,000 advertising messages a day.
But consumers aren’t listening anymore.
Interruptive marketing has seen its day.
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The new communication model is a dialogue.
It should be transparent, authentic,
vibrant, and consumer-driven.
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In a social media environment, effective communication is no
longer about broadcasting a tightly controlled message but
rather about initiating conversations and participating in
conversations started by customers and other stakeholders.
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This year Millenials/Gen Y-ers now outnumber Baby Boomers.
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Millenials spend 16 hours a week online.
96% have joined a social network.
They have an average of 53 online friends.
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70% of them trust recommendations of
consumers they don’t know.
90% of them trust recommendations by people they do know.
Consumers Not Known
10%
Don’t
Trust
30%
Don’t
Trust
70%
Trust
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Consumers Known
90%
Trust
In short, they don’t care about ads or sales presentations.
They care about what their friends think.
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Millenials/Gen Y-ers also expect to be
able to use social media on the job.
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Artisan Flavors Ice Cream Shop, a recently opened and independently
owned ice cream store with the ice cream made on the premises.
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• Videos (YouTube, Vimeo)
• Photos (Flickr)
• Podcasts (iTunes)
• Conversations (Twitter, Facebook)
• Press Releases (PRNewswire)
• Blogs (WordPress, Blogger)
• Maps (Google)
• Yelp (Reviews)
• Presentations (Slideshare)
• Collaboration (Wikspaces)
• Livecasting (Ustream.tv)
• SMS/Voice/Video (Yahoo Messenger, Skype)
• Customer Service (Crowdsound)
• Events (Zvents)
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But not only is the communication model changing,
what is being taught in a typical business
communication course is changing, too.
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Memos and letters still have a role, to be sure, but
they are being replaced in many instances by a
growing variety of electronic media.
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These disruptive forces never stop, either. Some first-generation
electronic media are already being supplanted by new social
media tools. For example, in many instances microblogs, blogs,
newsfeeds, and social networking sites are replacing e-mail.
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There are two fallacies about teaching social
media and electronic communication.
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Fallacy #1: Instant messaging (IM), blogs, social
networks, microblogs, wikis, and other new
media are social toys, not business tools.
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A year or two ago, one might have asked, “Who is using these
new media?” Today, the question is more like, “Who isn’t?”
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But large companies aren’t the only ones using social media.
Thousands of small companies are using social media, too.
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Fallacy #2: Students already know how to use all these new
media, so instructors don’t need to cover them in class.
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Most students may know how to use these media, but
only those with significant work experience are likely to
know how to use them in a professional context. Students
need to get practical advice on using all of these media in
ways that meet the expectations of the employers.
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Emphasizing the tools students will be expected to use
on the job is critical, but even that is only part of the
story. Even more important than the tools themselves is
the profound shift that these tools have enabled, which
needs to be explained to students.
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Businesses that stick with the old “we talk, you listen” mode of
unilateral communication increasingly find that nobody is willing
to listen anymore. Therefore, to succeed in this new business
environment, business communicators must approach their
tasks with a new mindset, in addition to these new tools.
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Echoing the shift from the Web’s 1.0’s unidirectional
model to Web 2.0’s interactive, conversational model, we
call this new approach Business Communication 2.0.
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We encourage instructors today to introduce students
to this vitally important way of thinking about
communication, and instruct them in the professional
use of social media, such as in these examples.
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It’s important for instructors to teach social media in an
integrated fashion throughout the course so that students
learn how to use these tools while addressing the wide
range of communication challenges they will face on the job.
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The Nine Compositional Modes of Social Media:
• Conversations
• Narratives
• Comments and critiques
• Teasers
• Orientations
• Status updates and announcements
• Summaries
• Tutorials
• Reference materials
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Students should be provided with more than just brief
descriptions of social media tools. They need detailed
illustrations with annotations so that they feel a familiarity and a
connection to the tools they’ll be using on the job.
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Social Networking
An example of a social networking site is Biznik. It
has a number of photos of people, attention-getting
headings, and brief, descriptive statements.
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Active learning is important, so correlating with the textual
material and illustrations should be exercises and cases. In
this case, the student is asked to write brief statements
including an introduction, to give a short description of
educational background, and to list the types of connections
he or she would like to make on a social network.
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This example of a blog provides annotations on each
side of the blog page that explains to students the typical
elements and structure of a business blog.
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The caption for this figure showing a blog explains how
blogs sometimes replace the traditional news release
so a company can control and distribute such
messages themselves. The strategically placed
annotations provide advice for how to write blog posts.
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With the addition of video, blogging becomes a true
multimedia experience that gives bloggers an easy way
to share insights and sounds with their audiences.
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Moblogs are blogs adapted for display on
mobile devices such as phones.
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Students should be provided with a wide variety of
opportunities to write blog posts through both cases
and exercises. Here are just two examples.
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The caption for this figure showing a business instant
message gives sound advice to readers about not using
an informal style that students might use for family and
friends. The annotations analyze the elements of the
instant messaging window as well as the content.
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And here is an exercise that is an exchange by way
of instant messaging in which the student is asked
to explain how the customer service agent could
have handled a situation more effectively.
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And here is an instant messaging case that asks students to
rewrite an IM in a more businesslike style and tone.
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Here is a text-messaging case.
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Students can learn from this example of the Public Relations
Wiki the features typically used to create and edit wiki pages.
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But just showing a webpage of a wiki is not nearly enough.
Students should experience using a wiki. That’s why we
offer on our website a wiki simulator to give students
hands-on experience using a real, live wiki editor.
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We encourage you to show the podcasting process, but then
go a step further by having your students listen to podcasts on
our books’ websites so they can analyze and critique them for
more in-depth learning of the podcasting process.
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We also encourage you to assign your students
podcasting cases. In this example, students are asked
to revise the introduction of a podcast script based on
what they’ve learned in the electronic communication
chapter that includes a section on podcasting.
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Twitter is the most popular microblogging tool, but there are a
number of others, including microblogging tools for enterprise.
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Teach microblogging skills with cases, such as this example
in which students are asked to write an updating to
JetBlue’s Twitter fans about fare auctions on eBay.
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Students can expect to participate in many online meeting during
their careers. Web-based meeting systems offer powerful tools
for communication, and students need to be proficient at using
these tools to be effective during an online meeting.
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Students should know that many companies are now using
Second Life as a virtual meeting place. This is an example of
Cranial Tap, whose online headquarters is shown here.
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Teach students that videoconferencing provides many of the
same benefits as in-person meetings at a fraction of the cost.
Advanced systems feature telepresence, in which the video
images are life-sized and extremely realistic.
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Today it’s common practice for students to prepare e-portfolios to
tell potential employers about their qualifications and skills.
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The cases you have your students complete should also
be useful as portfolio builders, an with this e-mail case
being a potential example for a student’s portfolio.
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Workspace systems will give virtual teams instant
access to the documents, calendars, and other files and
information needed for successful collaboration.
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This webpage of Yahoo Answers is a
typical Community Q&A page.
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Aggregators, sometimes called newsreaders, automatically
collect information that can be automatically published as blog
posts. Businesses are also now sending some messages to both
internal and external audiences via newsfeeds instead of e-mail.
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Audiences get involved in the communication process
when they find and recommend online content through
tagging and bookmarking sites such as Delicious.
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Internets and blogs are now commonly
used to distribute meeting minutes.
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In teaching your business communication course, take
advantage of Bovee & Thill’s “Learn More” feature
throughout their books that demonstrate social media
and electronic communication in action by using online
video, PowerPoints, and podcasts.
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All examples and illustrations of social media and
electronic tools as well as the exercises and cases shown
in this presentation were taken directly from Bovee &
Thill’s business communication textbooks.
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For a rich array of resources for teaching social media and
electronic communication, go to Business Communication
Headline News, look under “Categories” in the left-hand column,
and select the topics in which you’re interested.
www.businesscommunicationheadlinenews.com
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For teaching tips and techniques, often about social media and
electronic communication, go to Bovee & Thill’s blog:
www.boveeandthillbusinesscommunicationblog.com
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For more than 175 PowerPoint slideshows, many dealing
with social media and electronic communication, go to
Real-Time Updates and select “Instructor Media.”
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Contact
Information
Courtland L. Bovee
E-mail address:
[email protected]
Or contact us on the web at:
http://boveeandthillbusinesscommunicationblog.com