Scanned by CamScanner Chapter 7: Short Workplace Messages and Digital Media  Understand professional email standards, use, structure, format, and tone  Understand how businesses use blogs to connect with internal and external audiences and professional blogging best practices Blogging and Social Media Use in Business  Advantages for businesses    Reach a far-flung, vast audience Readers leave comments Keep customers, employees, and public informed with up-to-date info and to interact with these groups    53% of Internet users (or 39% of the U.S. population) read blogs Spontaneous consumer feedback is faster and less expensive than focus groups and surveys Mirror the company’s culture  Provides job seekers opportunity to learn about company and people who work there Companies Blog to:    Create virtual communities Build brands Develop relationships         Public relations Customer relations Crisis communication Market research Viral marketing Internal communication Online communities Recruiting Company Blogs: Public Relations and Customer Relations  Primary use is to provide up-to-date company information to the press and public  Examples:     Bill Marriott, CEO – Marriott on the Move Blog General Electric – Edison’s Desk addresses industry insiders and interested public (1 of 7 for the company) Best Buy Unboxed – 1 of 5 niche blogs targeting various special interest groups and actively solicits customer input Engaging customers/tapping into their collective wisdom is called crowdsourcing Company Blogs: Crisis Communication  Natural forum for late/fast breaking news   Soothes public’s emotional reaction with a human voice of reason Example:  Correct industry rumors, misinformation, “fake news”   Hewlett-Packard social media strategist averted crisis before a video was released on YouTube tagging HP computer software as racist Provide company’s pro-active efforts  HP strategist thanked video creators, addressed the software design flaw, and promised a remedy Company Blogs: Market Research and Viral Marketing  Blogs are invaluable sources to get customers' opinions and feedback  Example: Starbucks' Idea blog shares product ideas with customers and solicits their feedback   Helps company innovate/product development Social media marketers can:   Collect data from customers, which is much cheaper than conducting surveys, focus groups Create a buzz among groups of people, small networks  Nickelodeon did at Comic-Con with new TV show “Teenage Mutant Ninja Turtles” Company/Brand Blogs: Online Communities  Attract loyal following of core participants who want to stay informed about company:  Events, news, product updates  Participants can provide new ideas Marketing is subtle Provides a unique experience to fans Reinforces brand loyalty Example: Coca-Cola Conversations  Prof. Scanlon’s favorites:       Diary of a Quilter - http://www.diaryofaquilter.com/ Cleo Coyle Coffeehouse Mysteries Newsletter - cleocoyle@cleocoylerecipes.com Company Blogs: Internal Comm. and Recruiting      Helps virtual teams share updates on projects Replaces hard-copy publications Can create a sense of community; encourage employees to participate Can provide job seekers an insight into the company culture/philosophy and the people who work there Companies must follow Professional Blog Guidelines  See p 224, Fig. 7.11 Small Group Activity   Get into groups of 3 or 4 Nuts About Southwest    Compare Southwest’s blog to other airlines’ blogs (e.g., Delta, United, Frontier)   See p 238 - Activity 7.12 Look at company blog (e.g., words, symbols, clothing) to learn about its culture and philosophy What words, symbols, clothing are similar? different? Report out Company Blogging: 8 Best Practices     Your posts will be scrutinized; therefore, you need make the best impression (especially since you are representing the company) See pp 225 – 227 for the 8 tips and details See p 225, Fig. 7.12 for applying the journalistic style to blogs See p 227, Fig. 7.13 for a student blog article that illustrates the best practices Writing Assignment Scenarios  Biz Blog (MU’s HRM Blog)    Simon Sinek on Millennials in the Workplace  ➢ http://learn.marymount.edu/hrmblog/vive-lafrance?utm_source=hs_email&utm_medium=email&utm _content=43155876&_hsenc=p2ANqtz8rJWpO2wYaCxpJi5gM_88hITkbGTfXFWPxgDnUQFV VGS_tCFSDeUkiAqICtn7UChgWzE9SIYc4MV7oiWsaRJMTFGIUg&_hsmi=43155876 Also, read the Times magazine article that’s contained in the blog https://www.youtube.com/watch?v=hER0Qp6QJNU Go to Canvas Assignments page for an explanation of this week’s writing assignment
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