The document discusses various forms of social media and how businesses can utilize them effectively. It covers social networks, information and media sharing sites, blogging, microblogging, and wikis. For each topic, it explains what they are, how businesses currently use them, strategies for use, and provides examples. The overall aim is to help businesses communicate with stakeholders using these different social media platforms.

1. Chapter 8
Social Media
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2. Learning Objectives
1. Identify seven key social media points
2. Examine social networks in business
3. Review information and media sharing
4. Discuss the use of blogs in business
5. Learn how businesses use microblogs
6. Discover how to contribute to wikis
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3. Writing Strategies for
Social Media
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4. Social Media Content
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Use a Conversational Approach
Avoid Lectures and Sales Pitches
Write Informally, Not Carelessly
Create Informative Headlines

5. Social Media Content
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Get Involved and Stay Involved
Avoid Blatant Promotional Efforts
Be Transparent and Honest
Think Carefully Before You Post

6. Summary of Discussion
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7. Social Networks
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8. Types of Social Networks
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• Public General Networks
• Public Specialized Networks
• Private Internal Networks

9. Business Communication
Uses of Social Networks
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Integrating Company Workforces
Fostering Collaboration on Projects
Building Online Communities

10. Business Communication
Uses of Social Networks
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Socializing Brands and Companies
Understanding Target Markets
Recruiting Employees and Partners

11. Business Communication
Uses of Social Networks
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Connecting with Sales Prospects
Enabling Customer Service
Extending the Organization

12. Business Communication
Social Network Strategies
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Online
Presence
Community
Building
Promotion
Efforts
Consistent
Personality
Message
Types
Valuable
Content
Existing
Dialogues

13. Summary of Discussion
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14. Information and Media
Sharing Sites
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User-Generated Content
Valuable to Users
Easy-to-Use Format

16. Media Curation Sites
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•Collecting
•Republishing

17. Community Q&A Sites
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Build Your Personal Brand
Commit to Customer Service
Counter Misinformation

18. Summary of Discussion
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19. Blogging
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20. Effective Blogs
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•Personal Style
•Authentic Voice
•Timely Information
•Interesting Topics
•User Participation

21. Blogs in Business
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•Social Media Hub
•Team Projects
•Company News
•Customer Support
•General Public and Media

22. Blogs in Business
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•Recruiting Employees
•Policies and Issues
•Crisis Communication
•Market Research
•Brainstorming for Ideas

23. Blogs in Business
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•Employee Engagement
•Customer Education
•Word-of-Mouth Marketing
•Media Coverage
•Community Building

24. Three-Step Process
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•Planning
•Writing
•Completing

25. Summary of Discussion
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26. Microblogging
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27. Microblog Approach
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•Short Summaries
•Social Aspects

28. Microblog Applications
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•Company Updates
•Sales Coupons
•Product Tips
•Expert Information
•Blog Headlines

29. Microblog Applications
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•Backchannel
•Real-Time News
•Customer Service
•Crowdsourcing
•Sharing Content

30. Business Communication
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Communication Strategy
Communication Objectives

31. Summary of Discussion
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32. Wikis
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33. The Wiki Philosophy
• Traditional authorship expectations
• Editing and improving the work
• Templates and formatting options
• Editing and commenting features
• Practicing in the “sandbox”
• Guidelines for new contributors
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34. Three-Step Wiki Process
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Starting a New Wiki
Adding Material to a Wiki
Revising Wiki Material

35. Summary of Discussion
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36. Chapter 8
Social Media
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37. Copyright © 2014 Pearson Education, Inc. publishing as Prentice Hall 37Chapter 8 -