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Script for Social Media and Electronic Communication--Classroom Edition

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This is the script that accompanies this slide presentation: …

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  • 1. This script is the narration for the video, “Teaching Social Media andElectronic Communication—Classroom Edition.”Slide 1This presentation focuses on social media and electroniccommunication.Slide 2In this presentation, you’ll learn the answers to these questions:  What’s the difference between social media and electronic communication?  How is social media changing how we communicate?  How, specifically, might a new business use social media?  What additional resources are recommended for learning about social media and electronic communication?Slide 3Electronic communication is any communication done electronically. Allsocial media are part of electronic communication, but not allelectronic communication is social media. For example, an Adobe PFDdocument, a Word document, a PowerPoint presentation, or an RSSnewsfeed are all examples of electronic communication, but none areconsidered part of social media, although there are many ways in whichyou could use these tools in social media efforts.Slide 4Brian Solis, social media guru, answers the question in this chart: What Iis social media?1
  • 2. As you can see from this chart, there are many different types of socialmedia. For example, it can be sites where pictures are shared, such asFlickr, or microblogging sites, such as Twitter, or social networking sitessuch as Facebook, or wiki sites such as Twiki, or platforms for creating ablog such as WordPress.There are about two dozen different types of social media, and withinthose types, there are hundreds of specific media.Slide 5In Bovee and Thill’s texts, this is how they` describe social media:Social media are electronic media that transform passive audiences intoactive participants in the communication process by allowing them toshare content, revise content, respond to content, or contribute newcontent.Slide 6In short, social media is a conversation supported by online tools.Slide 7Tools like these:FacebookYouTubeTwitterLinkedInFlickrDigg, andDelicious2
  • 3. Slide 8Facebook, a social networking site, is the #1 website worldwide withmore page views than Google. If Facebook was a country, it would be#3 – after China and India. Facebook is a site where users can build aprofile, add friends, send messages, become fans of pages, indicatethey “Like” something at the click of a button, find out about events,and join groups.Users can also interact with businesses. More than 30,000 retailers andthousands of companies have Facebook pages. For example, people canorder tickets for Delta Airlines right on Facebook.Slide 9On YouTube, the average user spends 15 minutes a day on the site.36 hours of video is loaded onto YouTube every minute. More video isuploaded to YouTube in 60 days than all 3 major U.S. networks createdin 60 years.YouTube is translated into 51 languages by Google’s automatic speechrecognition technology.Slide 10A recent survey suggested that video company profiles on YouTubehave more measurable impact than company profiles on Facebook,LinkedIn, and other prominent sites.Slide 11There are a number of microblogging tools. All require short messages.The most popular microblog is Twitter.3
  • 4. On Twitter, messages must be 140 characters or less.Twitter has over 100 million registered users.It’s getting 300,000 new users a day.Users submit 600,000 million search queries a day to Twitter searchengines.37% of users update their status on a mobile phone.Twitter has many business uses, includingresearchcollaborationcompany updatescoupons and notice of salestips on product usageinformation from expertsbackchannel in meetings and presentations, andcustomer service with individualsSlide 12Social networking and blogging sites are now the 4th most popularactivity online, even ahead of personal e-mail.Slide 1375% of Americans and 66% of the global Internet population visit socialnetworks.Slide 1493% of Americans believe that a company should have a presence onsocial media sites.4
  • 5. 85% believe that these companies should use these services to interactwith consumers.Slide 15Social media is not a fad.It’s a fundamental shift in the way all of us communicate.Companies are no longer in control of their messages and must adaptto a world in which customers and other stakeholders demand toparticipate in and influence the conversation.Slide 16The old communication model was a monologue.“We talk. You listen.”Slide 17The average person is exposed to an average of 3,000 advertisingmessages a day.But consumers aren’t listening anymore. Interruptive marketing hasseen its day.Slide 18The new communication model is a dialogue.It should be transparent, authentic, vibrant, and consumer-driven.5
  • 6. Slide 19In a social media environment, effective communication is no longerabout broadcasting a tightly controlled message but rather aboutinitiating conversations and participating in conversations started bycustomers and other stakeholders.Slide 20This year Millenials/Gen Y-ers now outnumber Baby Boomers.Slide 21Millenials spend 16 hours a week online.96% have joined a social network.They have an average of 53 online friends.Slide 2270% of them trust recommendations of consumers they don’t know.90% of them trust recommendations by people they do know.Slide 23In short, they don’t care about ads or sales presentations.They care about what their friends think.6
  • 7. Slide 24Millenials/Gen Y-ers also expect to be able to use social media on thejob.Slide 25In applying what we’ve talked about so far, let’s take a look at theArtisan Flavors Ice Cream Shop, a recently opened and independentlyowned ice cream store with the ice cream made on the premises.Here is an example of how a new business is using social media tools.Using YouTube and Vimeo, which are known as user-generated contentsites, the owner has posted videos of him making his unique flavors ofice cream, including Cherry Pepper Chocolate Truffle, Mint LicoriceDelight, and Peach Mango Apricot.Using iTunes, he’s posted podcasts describing how to make specialtydeserts with his ice cream, including using his peach/mango/apricotlayered with white cake and whipped cream.Using PRNewswire to make announcements, such as the grand openingof his store, the start of his new blog, and a donation of ice cream tosupport a local charity.Using Google Maps in conjunction with the store’s website, so peoplecan find their way to the store.Using Flickr, another user-generated content site, to post photos of thegrand opening, including pictures of the store owner with local electedcity officials and many local residents.7
  • 8. Using Twitter to post status updates about events occurring in theowner’s daily life that other people might find interesting, includingwhen a local grade school class made a field trip visit to see how icecream is made, when the mayor stopped by for a scoop, and when hesold his 10,000th scoop of ice cream.Using Facebook, on which he’s set up both a personal page and a pagefor his business. More than 400 people have “Liked” his business page.Numerous comments have been made on its wall, including requestsfor new flavors. He’s also posted videos to his Facebook page taken inthe kitchen, and a list of upcoming events, such as a SummerCelebration Week for which people can download a coupon (buy onescoop, get one free).Using a blog, he’s listed it in major blog directories to get attention, gota mention in his local online newspaper, and writes something in it atleast once a day that he thinks his readers will find interesting, such asthe workshop he attended at the National Ice Cream Association abouthow to determine and cater to local tastes.Using Yelp, his business is listed and he watches it regularly forcustomer comments. Someone recently posted a negative commentabout his closing the store early one evening, and he responded byexplaining he needed some plumbing work done when the businesswas closed, so he closed a little early one evening so the work could becompleted.Slide 26Other tools he’s considering using in the future include8
  • 9.  online presentations, such as SlideShare, where you can create a PowerPoint presentation for anyone to see on how he makes his ice cream;  a customer service site, such as Crowdsound, where he could easily gather customer feedback. Users can comment, collaborate, and vote on his website;  collaboration software, once he opens additional stores, he may need a platform for capitalizing on his employees’ creativity, and they could be part of a discussion. This could be especially helpful in streamlining ideas from employees from how to improve store operations to developing new flavors;  for livecasting special events from his store, he could use ustream.tv;  for store events, Zvents, which is an online service for promoting local events;  for communicating with employees and customers with texting, instant messaging, and videoconferencing for free, there’s Yahoo Messenger, Google Talk & Video Chat, or Skype.Keep in mind that this owner has never spent any money on traditionaladvertising, and has no plans to do so. He gets all of his businessthrough the use of social media, which is a demonstration of the powerof the new communication model we discussed earlier.Slide 27But not only is the communication model changing, but what studentsare learning in a typical business communication course is changing,too.9
  • 10. Slide 28Memos and letters still have a role, to be sure, but they are beingreplaced in many instances by a growing variety of electronic media.Slide 29These disruptive forces never stop, either. Some first-generationelectronic media are already be supplaned by new social media tools.For example, in many instances microblogs, blogs, newsfeeds, andsocial networking sites are replacing e-mail.Slide 30Here are two fallacies about social media and electroniccommunicationSlide 31Fallacy #1: Instant messaging (IM), blogs, social networks, microblogs,wikis, and other new media are social toys, not business tools.Slide 32A year or two ago, one might have asked, “Who is using these newmedia?” Today, the question is more like, “Who isn’t.”But large companies aren’t the only ones using social media. Here arejust a few examples of small companies using social media as well.10
  • 11. Slide 33Chaz Day has a Facebook page for her company, Flame Promotions.And Laurel Delaney is on Twitter promoting her global trade company,GlobalTrade.com.Slide 34Fallacy #2: Students already know how to use all these new media, soinstructors don’t need to cover them in class.Slide 35Most students may know how to use these media, but only those withsignificant work experience are likely to know how to use them in aprofessional context. Students need to get practical advice on using allof these media in ways that meet the expectations of the employers.Slide 36Emphasizing the tools students will be expected to use on the job iscritical, but even that is only part of the story. Even more importantthan the tools themselves is the profound shift that these tools haveenabled, which students need to learn.Slide 37Businesses that stick with the old “we talk, you listen” mode ofunilateral communication increasingly find that nobody is willing tolisten anymore. So, to succeed in this new business environment,business communicators must approach their tasks with a newmindset, in addition to these new tools.11
  • 12. Slide 38Echoing the shift from the Web’s 1.0’s unidirectional model to Web2.0’s interactive, conversational model, Bovee & Thill call this newapproach Business Communication 2.0.Slide 39Students can succeed with written communication in social media byusing one of eight compositional modes when they write:Conversations. IM in a great example of a written medium that mimicsspoken conversation. The ability to think, compose, and type relativelyquickly is important to maintaining the flow of an electronicconversation.Comments and critiques. One of the most powerful aspects of socialmedia is the opportunity for interested parties to express opinions andprovide feedback, whether it’s leaving comments on a blog post orreviewing products on an e-commerce site. Sharing helpful tips andinsightful commentary is also a great way to build a personal brand. Tobe an effective commenter, teach students to focus on short chunks ofinformation that a broad spectrum of other site visitors will find helpful.Orientations. With vast amounts of information presented in so manydifferent formats, the Internet can be an extremely confusing place,even for knowledgeable professionals. The ability to help people findtheir way through an unfamiliar system or subject is a valuable writingskill, and a talent that readers greatly appreciate. Unlike summaries,orientations don’t give away the key points in the collection ofinformation but rather tell readers where to find those points. Writing12
  • 13. effective orientations can be a delicate balancing act because you needto know the material well enough to guide others through it whilebeing able to step back and view it from the inexperienced perspectiveof a “newbie.”Summaries. We teach students that summaries can serve severalpurposes: At the beginning of an article or webpage, it serves as aminiature version of the document. In other instances, the up-frontsummary helps a reader decide whether to invest the time needed toread the full document. At the end of an article or webpage, a summaryfunctions as a review.Reference materials. One of the greatest benefits of the Internet is theaccess is can provide to vast quantities of reference materials—numerical or textual information that people typically don’t read in alinear sense but rather search through to find particular data points,trends, or other specific elements. One of the challenges of writingreference material is you can’t always know how readers will want toaccess it. Making the information accessible via search engine is animportant step. However, readers don’t always know which searchterms will yield the best results, so we teach students to include anorientation and organize the material in logical ways with clearheadings that promote skimming.Narratives. The storytelling techniques we cover can be effective in awide variety of situations, from company histories to product reviewsand demonstrations. We teach students that narratives work best whenthey have an intriguing beginning that piques a reader’s curiosity, amiddle section that moves quickly through the challenges that an13
  • 14. individual or company faced, and an inspiring or instructive ending thatgives readers information they can apply in their own lives and jobs.Teasers. Teasers intentionally withhold key pieces of information as away to pull readers or listeners into a story or other document. Teasersare widely used in marketing and sales messages, such as a bit of copyon the outside of an envelope that promises important information onthe inside. In electronic media, the space limitations and URL linkingcapabilities of Twitter and other microblogging systems make them anatural tool for the teaser approach. While they can certainly beeffective, teasers need to be used sparely and with respect for readers’time and intelligence. We teach students that the payoff, theinformation a teaser links to, should be valuable and legitimate andthat they’ll quickly lose credibility if readers think they are being trickedinto clicking through to information they don’t really want.Status updates and announcements. If a person uses social mediafrequently, much of the writing will involve status updates andannouncements. We tell students that being mindful of a criticismfrequently leveled at personal users of social media will help them be amore effective business user of these media—namely, don’t post trivialinformation that only they are likely to find interesting. Post only thoseupdates that readers will find useful, and include only the informationthey need.Tutorials. Given the community nature of social media, the purpose ofmany messages is to share how-to advice. One of the biggest challengeswith tutorials is gauging the level of understanding the target readershave about the subject so the writing can be at the appropriate level.Are the readers beginners, experts, or somewhere in between? Inaddition, the writer needs to make assumptions clear so readers can14
  • 15. tell if the information is right for them. A good place to do this is in thetitles, using phrases such as “getting started with” or “advancedtechniques for” to alert readers about the level of the tutorial.Whatever level of information is provided, the advice needs to be clear,complete, and logically organized.Slide 40For a rich array of resources for teaching social media and electroniccommunication, go to Business Communication Headline News, lookunder “Categories” in the left-hand column, and select the topics inwhich you’re interested.www.businesscommunicationheadlinenews.comSlide 41For more than 175 PowerPoint programs, many dealing with socialmedia and electronic communication, go to Real-Time Updates andselect “Instructor Media.” www.real-timeupdates.com15