Chapt 7 Digital Media

Compositional Modes for Digital and Social Media

You can succeed with written communication in virtually all digital media by using one of nine compositional modes: -Conversations. Messaging is a great example of a written medium that mimics spoken conversation. And just as you wouldn't read a report to someone sitting in your office, you wouldn't use conversational modes to exchange large volumes of information or to communicate with more than a few people at once. -Comments and critiques. One of the most powerful aspects of social media is the opportunity for interested parties to express opinions and provide feedback, whether by leaving comments on a blog post or reviewing products on an e-commerce site. Sharing helpful tips and insightful commentary is also a great way to build your personal brand. To be an effective commenter, focus on short chunks of information that a broad spectrum of other site visitors will find helpful. Rants, insults, jokes, and blatant self-promotion are of little benefit to others. -Orientations. The ability to help people find their way through an unfamiliar system or subject is a valuable writing skill and a talent that readers greatly appreciate. Unlike summaries (see the next item), orientations don't give away the key points in the collection of information but rather tell readers where to find those points. Writing effective orientations can be a delicate balancing act because you need to know the material well enough to guide others through it while being able to step back and view it from the inexperienced perspective of a "newbie." -Summaries. At the beginning of an article or webpage, a summary functions as a miniature version of the document, giving readers all the key points while skipping over details. At the end of an article or webpage, a summary functions as a review, reminding readers of the key points they've just read. A series of key points extracted from an article or webpage can also serve as a summary. -Reference material. One of the greatest benefits of the internet is the access it can provide to vast quantities of reference materials—numerical or textual information that people typically don't read in a linear way but rather search through to find particular data points, trends, or other details. One of the challenges is that you can't always know how readers will want to access it. Making the information accessible via search engines is an important step. Readers don't always know which search terms will yield the best results, so consider an orientation and organize the material in logical ways with clear headings that promote skimming. -Narratives. The storytelling techniques covered in Chapt 4 can be effective in a wide variety of situations. Narratives work best when they have an intriguing beginning that ignites readers' curiosity, a middle section that moves quickly through the challenges that an individual or company faced, and an inspiring or instructive ending that gives readers information they can apply in their own lives and jobs. -Teasers. Intentionally withhold key pieces of information as a way to pull readers or listeners into a story or other document. Teasers are widely used in marketing and sales messages, such as a bit of copy on the outside of an envelope that promises important information on the inside. In digital media, the space limitations and URL linking capabilities of Twitter and other microblogging systems make them a natural tool for the teaser approach. Although they can certainly be effective, teasers need to be used with respect for readers' time and information needs. Be sure that the payoff, the information a teaser links to, is valuable and legitimate. You'll quickly lose credibility if readers think they are being tricked into clicking through to information they don't really want. (Tweetables are Twitter-ready bites of information extracted from a blog post or other messages. They often serve as teasers, although a series of them can make an effective summary as well.) -Status updates and announcements. If you use social media frequently, much of your writing will involve status updates and announcements (see Figure 7.1). However, don't post trivial information that only you are likely to find interesting. Post only those updates that readers will find useful, and include only the information they need. -Tutorials. Given the community nature of social media, the purpose of many messages is to share how-to advice. Becoming known as a reliable expert is a great way to build customer loyalty for your company while enhancing your own personal value. -As you approach a new communication task using digital media, ask yourself what kind of information audience members are likely to need, then choose the appropriate compositional mode. Of course, many of these modes are also used in written media, but over time, you may find yourself using all of them in various digital and social media contexts. Even with the widespread use of digital media, printed memos and letters still play an important role in business communication.

Guidelines for Successful Messaging & Efficient Messaging

Applying the Three-Step Writing Process: -Planning instant messages. View every exchange as a conversation; while you may not deliberately plan every individual statement you make or question you pose, take a moment to plan the overall exchange. If you're requesting something, think through exactly what you need and the most effective way to ask for it. If someone is asking you for something, consider his or her needs and your ability to meet them before you respond. And although you rarely need to organize instant messages in the sense of creating an outline, try to deliver information in a coherent, complete way that minimizes the number of individual messages required. -Writing instant messages. As with email, the appropriate writing style for business messaging is more formal than the style you may be accustomed to with personal IM or text messaging. You should generally avoid acronyms (such as FWIW for "for what it's worth" or HTH for "hope that helps") except when communicating with close colleagues. In the exchange in Figure 7.4, notice how the participants communicate quickly and rather informally but still maintain good etiquette and a professional tone. This style is even more important if you or your staff use messaging to communicate with customers and other outside audiences. -Completing instant messages. One of the biggest attractions of messaging is that the completing step is so easy. You don't have to produce the message in the usual sense, and distribution is as simple as hitting "Enter" or clicking a "Send" button. However, don't skip over the revising and proofreading tasks. Quickly scan each message before you send it, to make sure you don't have any missing or misspelled words and that your message is clear and complete. Keep in mind that many corporate messaging systems store every message, and systems such as Slack make them easily searchable, too, so even brief messages that you send in a hurry become part of a permanent record. Regardless of the system you're using, you can make messaging more efficient and effective by following these tips: -Be thoughtful and courteous. People can be overloaded by messages just as easily as they can by emails and social media updates, so don't waste time with chatter. When you want to start an exchange, ask the other person if he or she is free to chat, just as you would knock on someone's office door and ask if this is a good time to talk. Introduce yourself if you're messaging someone in your company for the first time. -Make yourself unavailable when you need to focus on other work. You can reset your availability when a messaging conversation or meeting is scheduled. -If you're not on a secure system, don't send confidential information. Your company's security policies may prohibit certain types of communication on its messaging system. -Be extremely careful about sending personal messages. They clutter communication channels meant for business, and they can embarrass recipients if they pop up at awkward moments. -Don't use messaging for impromptu meetings if you can't verify that everyone concerned is available. You risk leaving important contributors out of the loop otherwise. -Don't use messaging for lengthy, complex messages. Email and other formats are better for those. -Try to avoid carrying on multiple conversations at once. This minimizes the chance of sending messages to the wrong people or making one person wait while you tend to another conversation. -Follow all security guidelines. These are designed to keep your company's information and systems safe from attack. Info on Fig 7.4: -Lopes ask if DeLong is available for a chat, rather than launching right into his discussion on the assumption that she can chat this minute. -He makes his request clearly and succinctly. -DeLong expresses skepticism, which helps to set the expectations for what she can deliver. Note how her tone remains positive, however. -He completes his request by providing a dead-line. Note how he phrases it as a question, which is less jarring than a demand. -She concludes with a positive response while gently reiterating the difficulty of the task.

Table 7.1 (1 of 3)

(1 of 3)

Table 7.1 (2 of 3)

(2 of 3)

Table 7.1 (3 of 3)

(3 of 3)

Adapting the Three-Step Process for Successful Podcasting

-Although it might not seem obvious at first, the three-step writing process adapts quite nicely to podcasting. First, focus the planning step on analyzing the situation, gathering the information you'll need, and organizing your material. One vital planning step depends on whether you intend to create podcasts for limited use and distribution (such as a weekly audio update to your virtual team) or a podcasting channel with regular recordings on a consistent theme, designed for a wider public audience. Intend to create a podcast channel?: -think through the range of topics you want to address over time to verify that you have a sustainable purpose. -Don't bounce from one theme to another, or you'll risk losing your audience. -Maintaining a consistent schedule is also important; listeners will stop paying attention if they can't count on regular updates. -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 headings and other elements that audiences rely on in print media. Moreover, scanning back and forth to find specific parts of an audio or video message is much more difficult than with textual messages, so you need to do everything possible to make sure your audience successfully receives and interprets your message on the first try. Podcasting Info: -it's 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. -Remember no one wants to listen to rambling podcasts that take several minutes to get to the topic or struggle to make a point, so don't try to make up your content on the fly. -to be effective, must have a clear beginning, middle, and end. -The completing step is where podcasting differs most dramatically from written communication, for the obvious reason that you are recording and distributing audio or video files. Particularly for more formal podcasts, start by revising your script or thinking through your speaking notes before you begin to record. -For podcasting editing free editing software such as Audacity is available online. If you require higher production quality or greater flexibility, you'll need additional pieces of hardware and software, such as an audio processor (to filter out extraneous noise and otherwise improve the audio signal), a mixer (to combine multiple audio or video signals), a better microphone, more sophisticated recording and editing software, and perhaps some physical changes in your recording location to improve the acoustics. -Podcasts can be distributed in several ways, including through media stores such as iTunes, by dedicated podcast hosting services, or on a blog with content that supports the podcast channel.

Drafting Website Content

-Build Audience Trust -Inverted Pyramid Style -Use Easily Readable Chunks of Information -Present in a Concise, Skimmable Format -Use Direct and Concise Link Names -Adapt Content for a Global Audience Everything you know about effective writing applies to web content, but keep these extra points in mind as well (see Figure 7.6): -Take special care to build trust with your intended audiences, as careful readers can be skeptical of online content. Make sure your content is accurate, current, complete, and authoritative. -Wherever you can, use the inverted pyramid style, in which you briefly cover the most important information first and then gradually reveal successive layers of detail—letting readers choose to see those additional layers if they want to. -Help readers absorb information by breaking it into small, self-contained, easily readable chunks that are linked together logically. Many readers don't have the patience to read lengthy pages online. -Present your information in a concise, skimmable format. Effective websites use a variety of means to help readers skim pages quickly, including lists, careful use of color and boldface, informative headings, and helpful summaries that give readers a choice of learning more if they want to. -Use direct and concise link names that serve for both site navigation and content skimming. Above all else, clearly identify where a link will take readers. Don't use cute wordplay that obscures the content, and don't force readers to click through in order to figure out where they're going. -As much as possible, adapt your content for a global audience. Translating content is expensive, however, so some companies compromise by localizing the homepage while keeping the deeper, more detailed content in its original language. Info on figure 7.6: -The first two paragraphs provide helpful context for the specific task in question. -The third paragraph offers an alternative for people who are unable to use the information provided on this page. -The two subheadings deliver on the "promise" made by the main page heading. -This navigation panel shows the hierarchy of information in this section and makes it easy to reach specific pages. -The third-level subheadings (in blue) provide access to specific task steps and offer a quick summary of the topics in each section. -A feedback link lets visitors provide information that could be used to improve the quality of the webpage content.

Planning Email Messages & Writing Email Content

-Ensure Message Has a Valid, Business-Related Purpose -Comply With Employer Policies and Ethics Employ Planning Process: -Analyze Situation -Gather Information -Organize Message -The solution to email overload starts in the planning step, by making sure every message has a valid, business-related purpose. Also, be aware that many companies now have formal email policies that specify how employees can use email, including restrictions against using the company email service for personal messages, sending confidential information, or sending material that might be deemed objectionable. In addition, many employers now monitor email, either automatically with software programmed to look for sensitive content or manually via security staff actually reading selected email messages. Regardless of formal policies, every email user has a responsibility to avoid actions that could cause trouble, from downloading virus-infected software to sending inappropriate photographs. -Even with fairly short messages, spend a moment or two on the message planning tasks described in Chapter 4: analyzing the situation, gathering necessary information for your readers, and organizing your message. You'll save time in the long run because you will craft a more effective message on the first attempt. Your readers will get the information they need and won't have to generate follow-up messages asking for clarification or additional information. Business Communication: -Higher expectation of quality -Informative and compelling subject lines -Opening words extend subject lines -Make message easy to skim -Use emoticons wisely and sparingly -Business email is a more formal medium than you are probably accustomed to with email for personal communication (see Figure 7.3). The expectations of writing quality for business email are higher than for personal email, and the consequences of bad writing or poor judgment can be much more serious. -Example, email messages and other digital documents have the same legal weight as printed documents, and they're often used as evidence in lawsuits and criminal investigations. -The email subject line might seem like a small detail, but it is actually one of the most important parts of an email message because it helps recipients decide which messages to read and when to read them. To capture your audience's attention, make your subject lines informative and compelling. Go beyond simply describing or classifying your message; use the opportunity to build interest with keywords, quotations, directions, or questions. -In addition, many email programs display the first few words or lines of incoming messages, even before the recipient opens them. As noted by the social media public relations expert Steve Rubel, you can "tweetify" the opening lines of your email messages to make them stand out. In other words, choose the first few words carefully to grab your reader's attention. Think of the first sentence as an extension of your subject line. -As a lean medium, email can present challenges when you need to express emotional nuances, whether positive or negative. For years, users of email (as well as messaging and text messaging) have used a variety of emoticons to express emotions in casual communication. -In past years, the use of emoticons was widely regarded as unprofessional and therefore advised against in business communication. Recently, though, an increasing number of professionals seem to be using them, particularly for communication with close colleagues, even as other professionals continue to view them as evidence of lazy or immature writing. In the face of these conflicting perspectives, the best advice is to use caution. Avoid emoticons for all types of external communication and for formal internal communication, and avoid those bright yellow graphical emoticons (and particularly animated emoticons) in all business communication.

Digital Media for Business Communication & Digital and Social Media Options

-L O 7.1 Identify the major digital media formats available for business messages, and list nine compositional modes used in digital media. -The runaway success of Slack (profiled in the chapter-opening Communication Close-Up) highlights two important considerations in using digital media: choosing the best tools for the task at hand and using each tool wisely. This chapter offers advice on using tools you're likely to encounter in any profession: email, messaging, websites, and podcasting. (Digital media with a social component are covered in Chapter 8.) -Email. Conventional email has long been a vital medium for business communication, although in many instances it is being replaced by other tools that provide better support for instant communication and real-time collaboration. -Messaging. From basic text messaging on mobile devices to multifunction group systems such as those offered by Slack, messaging in various forms now rivals or exceeds email in many companies. -Web content. Websites are one of the most important digital media types, from small business sites with a few pages to large corporate sites with hundreds or thousands of pages. -Podcasting. Businesses use podcasts to replace or supplement some conference calls, newsletters, training courses, and other communication activities. -Social networks. Have evolved into a major business communication technology, from well-known public networks to the private, internal networks that many companies now use. -Wikis. The collaborative nature of wikis—websites that can be expanded and edited by teams, user communities, or the public at large—make them a natural fit for aggregating the knowledge of groups ranging from individual departments to the public at large. -Blogging and microblogging. The ability to update content quickly and easily makes blogs and microblogs (such as Twitter) a natural medium when communicators want to get messages out in a hurry. -Online video. Digital and online video have transformed what used to be a fairly specialized tool into a mainstream business communication medium. -Information- and content-sharing sites. In addition to social networks, a variety of systems have been designed specifically for sharing content, including user-generated content sites, media curation sites, and community Q&A sites. Remember: -the lines between these media often get blurred as systems expand their capabilities or people use them in new ways. -the mobile variants of all these technologies add another layer of challenges and opportunities for business communicators. Example: -the ability to scan coded labels such as barcodes or the similar Quick Response (QR) codes attached to printed materials, products, or store windows (or the ability to pick up radio signals from near-field communication tags) gives smartphone users a way to get more info—from both companies themselves and other consumers providing reviews on social websites.

Email & Using Email In the Workplace

-L O 7.2 Explain how to adapt the three-step writing process to email messages, and describe the importance of email subject lines. -Email has been a primary medium for many companies for several decades, and in the beginning it offered a huge advantage in speed and efficiency over the media it frequently replaced (printed and faxed messages). Over the years, email began to be used for many communication tasks simply because it was the only widely available digital medium for written messages and millions of users were comfortable with it. However, as Slack's growth illustrates, other tools are taking over specific tasks for which they are better suited. -In addition to the widespread availability of better alternatives for many communication purposes, the indiscriminate use of email has lowered its appeal in the eyes of many professionals. In a sense, email is too easy to use—it's too easy to send low-value messages to multiple recipients and to trigger long message chains that become impossible to follow as people chime in along the way. And because it is such a general-purpose tool, email gets used for everything from critically important messages to automated updates and confirmations with little or no value. -Email also suffers from an enormous problem with spam (unsolicited bulk email) and security risks such as computer viruses and phishing (fraudulent messages that prompt unwary users to divulge sensitive information or grant access to protected networks). Spam accounts for roughly half of all email and requires great effort to keep it from flooding users' inboxes. Most systems use spam and threat filters, but these filters are never 100% accurate and can also reject messages that are legitimate. Even with these drawbacks, email still has compelling advantages that will keep it in steady use in many companies. -First, 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. Second, 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 messaging, for instance, midsize messages are easy to compose and easy to read on email. Third, 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.

Business Messaging & Categories of Business Messaging

-L O 7.3 Identify the major types of business messaging, and list guidelines for effective messaging in the workplace. -The Slack profile at the beginning of the chapter highlights the rapid growth of messaging, a category of communication tools whose core focus is conversational exchanges. In contrast to email, which is a digital alternative to printed memos and letters, messaging is best thought of as a digital alternative to live voice conversation. Messaging technologies include text messaging on mobile phones, conventional instant messaging (IM) systems, online chat systems (such as those used by many companies for customer support), and workplace messaging systems such as Slack and its competitors. -Messaging is a diverse category, and various systems offer a range of capabilities. They range from semipublic systems such as standard text messaging on mobile phones, in which anyone with your phone number can send you a message, to private systems that are closed to anyone other than invited members. Slack and other enterprise messaging systems are catching on with many businesses because they do a better job of enabling and capturing the communication flows that teams, departments, and other groups need in order to work together successfully. -Messaging is also a function available on many collaboration platforms and social networks. And messaging isn't strictly limited to human-to-human exchanges. Example, automated messaging bots can participate in simple conversational exchanges and assist users with various business tasks. Categories: Messaging comes in many varieties, and the distinctions between the various types aren't always clear, but you can think of messaging in six categories: -Text messaging (short messaging service SMS), is primarily a phone-based service. Relative to other formats, businesses were slower to adopt text messaging as a formal communication channel in spite of its massive popularity with phone users. However, with new message-management systems that can handle high volumes of text messages, thousands of companies now include texting as a customer support channel. -Direct messaging (private messaging), is a way for users on public social media platforms such as Twitter and Facebook to communicate privately, one-to-one. -Instant messaging (IM) was historically a computer-based service but is now widely used on mobile phones. -Chat on the consumer side usually means group chat in chat rooms, whereas on the business side it is usually a one-to-one conversation between a customer and sales or support staff. -Enhanced messaging apps, such as China's WeChat, go well beyond basic messaging capabilities to include shopping, social networking, banking, and more. With roughly 1 billion people using the service every day, WeChat is a dominant force in Chinese business communication. -Workgroup messaging services such as Slack help teams and other workgroups communicate via short messages but usually include many other functions.

Website Content & Organizing Website Content

-L O 7.4 Explain why organizing website content is so challenging, and explain the concept of information architecture. -You probably won't develop web content as often as you use email, social networks, and other media, but most companies have at least a basic website, and you might be involved in planning or expanding on it. Most of what you're learning about using other digital media is relevant to website content as well, although the unique nature of websites presents some special challenges. Organize: -The versatility of websites can be both a blessing and a curse. It's a blessing because a single web presence can serve multiple purposes for multiple audiences. For example, a company website can have sections for potential employees, investors, future customers, current customers, business partners, the media, and members of the local community. Anyone who wants to learn more about the company can visit the website and find what he or she needs. -That versatility can also be a curse, however, because it makes websites more difficult to plan and organize than virtually any other type of communication. Each of the target audiences has unique info needs and possibly little interest in the other material that might be on the site. Visitors also enter the site at different points. Some will type in the top-level URL, some will link through to lower-level pages from other websites (a product review in a blog, for example), and many will land on specific pages after using a search engine. -Because the web is a multidimensional medium, readers move around in any order they please; there often is no beginning, middle, or end. When organizing a website, you need to anticipate the various paths your readers will want to follow and make sure you provide the right hyperlinks in the right places to help readers explore successfully. Professional website designers use the term info architecture to describe the content structure, labeling, and navigational flow of all the parts of a website. -In a sense, the info architecture is a 3-D outline of the site, showing (1) the vertical hierarchy of pages from the homepage down to the lower level, (2) the horizontal division of pages across the various sections of the site, and (3) the links that tie all these pages together, both internally (between various pages on the site) and externally (between the site and other websites). Information architecture defines the site's structure and navigation flow: -Use mobile-first design -Create links and pathways -Use simple, clear language for page titles and links -Follow website conventions -Break into self-contained, readable "chunks" If you're responsible for designing or approving the structure of a website, keep the following advice in mind: -Given the sizable percentage of readers who now access websites with tablets and smartphones, many companies opt for a mobile-first design approach that supports touch interaction with simplified navigation. -Give your readers control by creating links and pathways that let them explore on their own. -Use simple, clear language for page titles and links so that visitors always know where they are and where a link will take them. -Follow the conventions used by most business websites, such as having an "About Us" page that describes the company and a "Contact Us" page with phone, email, and messaging details. -Help online readers scan and absorb information by breaking it into self-contained, easily readable chunks that are linked together logically. This is particularly helpful for mobile readers.

Podcasting & Understanding the Business Applications of Podcasting & Figure 7.7

-L O 7.5 Explain how to adapt the three-step writing process to podcasting. -Podcasting is the process of recording audio or video files and distributing them online. Podcasting combines the media richness of voice or visual communication with the convenience of portability. Audiences can listen to or watch podcasts on a blog or website, or they can download them to phones or portable music players to consume on the go. Particularly with audio podcasts, the hands-off, eyes-off aspect makes them great for listening while driving or exercising. Application: -Training -Marketing -Selling -Recruiting -Podcasting is a good choice to replace existing audio and video messages, such as one-way teleconferences in which a speaker provides information without expecting to engage in conversation with the listeners. Training is another good use of podcasting; you may have already taken a college course via podcasts. Marketing departments can replace expensive printed brochures with video podcasts that demonstrate new products in action. Sales representatives who travel to meet with potential customers can listen to audio podcasts or view video podcasts to get the latest information on their companies' products. Human resources departments can offer video tours of their companies to entice new recruits. Podcasts are also a useful feature on blogs to let audiences listen to or watch recordings of their favorite bloggers.

Benefits of Printed Messages

-Making a Formal Impression -Complying With Legal Requirements -Standing Out From Digital Message Flood -Making a Permanent, Unchangeable, or Secure Record -Most of your business communication is likely to be via digital means, but don't overlook the benefits of printed messages. (For more on formatting printed letters and memos, see Chapter 6 and Appendix A.) Here are several situations in which you should consider using a printed message rather than digital alternatives: -When you want to make a formal impression. For special messages, such as sending congratulations or condolences, the formality of printed documents usually makes them a much better choice than digital messages. -When you are legally required to provide information in printed form. Business contracts and government regulations sometimes require that information be provided on paper. -When you want to stand out from the flood of digital messages. If your audience's computers are overflowing with Twitter updates, email messages, and messaging notifications, sometimes a printed message can stand out enough to get noticed. -When you need a permanent, unchangeable, or secure record. Letters and memos are reliable. Once printed, they can't be erased with a single keystroke or surreptitiously modified the way some digital messages can be. Printed documents also require more effort to copy and forward.

Advantages and Disadvantages of Messaging

-Messaging offers several key benefits over email for specific communication purposes, so it's not surprising that it has been steadily replacing email in many applications in recent years. First, because it mimics voice conversation to a high degree, it is better suited to back-and-forth exchanges than email and other digital formats. If you've ever tried to carry on a conversation via email or Facebook comments, you know how agonizingly slow it can be to wait for the other person to respond. Second, with closed systems such as Slack, administrators can choose who is allowed to participate, which means they can block out all outside distractions and threats. Unlike email, which has no centralized control mechanism on the Internet, these private messaging systems spare users from many of the overload problems and security threats that plague email. Third, the instantaneous nature of messaging makes it the best choice when senders want messages to be seen and acted on immediately. (Email systems can be set up with alerts to tell receivers about incoming messages, but the email messages still need to be opened before they can be read.) Messaging offers several key benefits over email: -The ability to mimic live conversation -Improved security -Instantaneous delivery -Messaging does have several potential drawbacks. First, for real-time conversational exchange, users of all systems are at the mercy of other users' typing speed and accuracy, which can make messaging annoyingly slow in some cases. Second, messaging systems vary widely in their levels of security and privacy, and public IM systems aren't as secure as private, enterprise-level systems. But even closed messaging systems such as Slack are at risk from security attacks. Third, like email, messaging is a lean medium with little opportunity to convey nonverbal signals, which increases the chances of misinterpretation.

The Subject Line: Persuading People to Open Your Messages

-Often most important part of an email message -Use a clear description of the message subject -If potential to be ignored, get more creative -Use subject lines that connect to the needs of the audience -Look for ways to add intrigue -Clearly convey subject of message -Shorter is better -Pay attention to first line of message -Alter subject line for ongoing threads Remember: -The subject line is often the most important part of an email message because it can determine whether the message gets read. -For routine, expected email messages to colleagues, a clear description of the message subject is usually adequate. -If your message might be ignored, you need to get more creative with the subject line. -Compelling subject lines connect the content of the message to the recipient's wants and needs. -When appropriate, look for ways to add intrigue to your subject lines to arouse curiosity. -Keep subject lines short so they display well on mobile devices. For every message, keep these general tips in mind for effective subject lines: -Make sure you clearly convey the subject of the message. Vague subjects, such as "Interesting idea" or "Update," don't give the reader much motivation to open a message. -Shorter is better. Assume that recipients will see your messages on mobile devices, which often display fewer characters than full-size screens. Limit your subject lines to around 50 characters, or at least make sure that key words and phrases appear in the first 50 characters. -In addition to the subject line, the inbox listing in many email systems and mobile email apps displays the first line or two of the message content. You can use the first few words of the message body to continue or expand on the subject line. Alternatively, if you are replying to a message, you can include the opening line of the original message to remind the recipient which message you are replying to. -Revise the subject line if an ongoing thread has altered the focus of the conversation.

Effectively organize a website

-On simpler sites with few content categories, the info architecture is fairly straightforward. A recent trend toward one-page websites, in which all the content is presented on a single, scrolling page, represents the ultimate in website simplicity. These can be particularly good for mobile devices because navigating them requires nothing more than simple scrolling action by the user. Companies also use one-page designs for individual sections of a larger website. -On large corporate or organizational websites (such as your college or university's website), the architecture can be extremely complex, -Think of your website as an information-delivery machine that visitors must learn how to operate in order to use efficiently. By making your machine as easy to use as possible, you'll help visitors find what they want quickly and encourage them to come back for more. -Brainstorm all the likely usage scenarios—who will visit the site, where will they be coming from, what will they be looking for, and what terms will they use to identify the information they need? -Identify all the likely entry points to the site and the target information for each visitor segment. -Create a map or other visual tool (web designers refer to these as wireframes) that shows all the pathways between entry points and target information, then organize the content and links in the simplest, most direct way possible. -Make sure visitors can always find their way back to the top level of the site, even if a search engine link plunked them onto a page deep within the site. -Give visitors options for finding what they want (see Figure 7.5). Some will want to search by key terms, for example, whereas others will prefer to follow clearly defined paths that drill down into more specific information (such as Products ▸ Consumer Products ▸ Tools ▸ Handheld Power Tools, for example). -Be consistent with labels and link behaviors, and use commonly accepted terminology. For example, web visitors now expect information about a company to be on a page titled "About Us."

Chapter 7 Vocabulary

Email Signature-A small file that automatically includes such items as your full name, title, company, & contact info at the end of your messages. Messaging-Category of communication system in which users' messages appear on each other's screens instantly, without the need to be opened individually, as with email; includes phone-based text messaging, conventional instant messaging, & workplace messaging. Information architecture-Plan or map of the content structure, labeling, & navigational flow of all the parts of a website. Podcasting-Process of recording audio or video files & distributing them online. Podcasting channel-Series of regular recordings on a consistent theme.

Tips for Successful Messaging

Follow these tips to ensure successful communication on any messaging system: -Adjust your tone and level of formality to match the situation. With close colleagues, you can often relax the standards of writing if doing so helps you communicate quickly and it isn't out of line with company culture. Be aware that on a corporate messaging system, your messages will probably be archived and can be searched by others, so don't write anything you wouldn't want managers or others to see. With customers and other external audiences or colleagues whom you don't know well, maintain a more formal, though still conversational, style (see Figure 7.5). Also, be mindful when messaging people whose native language differs from yours; casual writing can be more difficult for them to grasp quickly. -Use acronyms carefully. As with tone and formality, adjust your use of acronyms, such as IMO ("in my opinion") and HTH ("hope that helps"), to match the situation. Acronyms can speed up communication, but they are definitely informal and generally shouldn't be used when communicating with senior managers or customers. -Know your company's security policies. Messaging systems vary widely in terms of network security, and your firm may have strict rules about the types of communication you are allowed to conduct via text messaging, workgroup messaging, or other platforms. -Don't use messaging for lengthy, complex messages. These systems are optimized for short messages, and reading long messages on them can be a chore. Use email or another format instead. -Try to avoid carrying on multiple messaging exchanges at the same time. This will minimize the chance of sending messages to the wrong people or making one person wait while you tend to another conversation.

Email Formatting Figure 7.3

Info: -Burgman includes enough of the original message to remind Williams why she's writing but she doesn't clutter the screen with the entire original message. -By itemizing the steps she wants Williams to follow, she makes it easy for him to respond and helps ensure that the work will be done correctly. -She opens with an informal salutation appropriate for communication between colleagues. -She includes the URL of the website she wants Williams to visit, so all he needs to do is click on or tap the link. -The warm complimentary close expresses her appreciation for his efforts. -Her email signature includes alternative contact information, making it easy for the recipient to reach her.

Completing Email Messages

Summary: -Use an email signature -Think Twice Before Hitting "Send" -Revise -Proofread -Be Cautious of "Reply All" -Don't Send With High Priority Unless Necessary Main: -An email signature is a small text or graphical file at the end of messages that automatically includes such items as your full name, title, company, and contact information. -Think twice before hitting "Send." A simple mistake in your content or distribution can cause major headaches. -Particularly for important messages, taking a few moments to revise and proofread might save you hours of headaches and damage control. The more important the message, the more carefully you need to proofread. Also, favor simplicity when it comes to producing your email messages. Take advantage of your email system's ability to include an email signature. -Don't click "Reply All" when you mean to select "Reply." The difference could be embarrassing or even career threatening. Don't include people in the cc (courtesy copy or "carbon copy," historically) or bcc (blind courtesy copy) fields unless you know how these features work. (Everyone who receives the message can see who is on the cc line but not who is on the bcc line.) Also, don't set the message priority to "high" or "urgent" unless your message is truly urgent. And if you intend to include an attachment, be sure that it is indeed attached.

Review Making apps and websites mobile friendly & (Figure 7.2)

•-Location-based services. Location-based social networking links the virtual world of online social networking with the physical world of retail stores and other locations. As mobile web use in general continues to grow, location-based networking promises to become an important business communication medium because mobile consumers are a significant economic force—through the purchases they make directly and through their ability to influence other consumers. •-Gamification. The addition of game-playing aspects to apps and web services, known as gamification, can increase audience engagement and encourage repeat use. •-Augmented reality. Superimposing data on live camera images can enrich experiences for consumers and supply useful information to business users (see Figure 7.2). The Future of Communication box has more on augmented reality and virtual reality.-Wearable technology. From virtual-reality goggles to smartwatches to body-movement sensors, wearable technology pushes the radical connectivity of mobile to the next level. Some of these items work as auxiliary screens and controls for other mobile devices, but others are meant for independent use. One of the key promises of wearable technology is simplifying and enhancing everyday tasks for consumers and employees alike. •-Mobile blogging. Smartphones and tablets are ideal for mobile blogs, sometimes known as moblogs. The mobile capability is great for workers whose jobs keep them on the move and for special-event coverage such as live-blogging trade shows and industry conventions. •-Mobile podcasting. Similarly, smartphone-based podcasting tools make it easy to record audio on the go and post finished podcasts to your blog or website. •-Cloud-based services. Mobile communication is ideal for cloud-based services—digital services that rely on resources stored in the cloud.

Telepathic communication

•-Mental telepathy—sending and receiving messages through the power of the mind. •-a staple of science fiction and the province of psychics. •-some rudimentary experiments in technology-enabled telepathy show at least a hint of promise that telepathy could add an intriguing element to business communication in the future. •University of Washington's Experiments: •-Using existing medical technologies for sensing and stimulating brain activity. •-demonstrated a simple video game in which one user's thoughts controlled a second user's physical motions. •-1st user saw something on his screen and made a decision about how to react (without actually moving his hand), that brain activity was detected and transmitted to a second user. •-Using essentially the reverse technology, the decision the first user made would stimulate the brain of the second user and cause him to move his hand to implement the decision via his game controller. •-separate test, an international team of researchers showed it was possible to send simple verbal messages using a similar concept of encoding and decoding. •SO: •-If the technology has practical applications, it's years away from being ready for the market. •-The potential is mindboggling. •-Facebook CEO Mark Zuckerberg has speculated on this very possibility. •Finally: •-Even if it never achieves mainstream use, technological telepathy could be a boon for people with sensory or motor issues that prevent them from using existing modes of sending and receiving messages. •-They'd put the full power of their creative and analytical minds directly to work without being stymied by layers of input/output technology.

Slack (slack.com)

•Stewart Butterfield: •-cofounder of two different video game companies (didn't succeed at their original missions). •-However, wound up spinning off secondary software features that became massive business successes on their own. •-1st turned into the photo-sharing web service Flickr (once just a feature inside an online role-playing game). •-Sold Flickr to Yahoo!. •Slack origins: •-(Butterfield) Cofounded another video game company (game business failed). •-Butterfield & partners commercialized an instant messaging function the company had developed for internal use. •-That capability was expanded and became the Slack messaging system, and it's leading an upheaval in the world of business communication. •About Slack: •-offers several communication and info-mgt tools, at its heart it's a workplace messaging system. •-Teams can set up a variety of channels to manage communication on specific topics. •-individuals can configure alerts to get the messages they need & prevent info overload. •-All communication is automatically archived, so it's easy for everyone on a team to find info. •-Key feature is transparency (communication threads are no longer lost or hidden in private email exchanges but out in the open for everyone on a team to see and share). •-Appeal (understand the love/hate relationship with email). •Email problem: •-flooded with messages & missing vital info (colleagues neglect to include them in message threads). •-Poorly suited for project mgt, collaboration, info mgt, and other processes that require group communication and shared info access. •Many tech created to solve problem: •-from basic instant messaging to full-featured collaboration systems. •So Slack: •-few technologies have caught on as fast. •-Within a year of its 2013 launch, had a half million daily users in 60,000 teams around the world and laid claim to being the fastest-growing business app in history. •-Within 2 years the service had more than 2 million active users. •-Described as a radical way to transform how they work. •-For many business communicators, it's filling an unmet need. •-Majority report greater productivity, more transparency, improved team culture, easier access to info, and a reduced need for meetings. •-On average, cut email use in their organizations almost in half, and many say it has nearly eliminated email entirely.

The Emoji Question - Overcoming the Limitations of Lean Media & Using Emoticons and Emojis Effectively

•The Rise of Emojis •To Emoji or Not: Two Dilemmas -Can be viewed as inappropriate -Inconsistent interpretations •Using Emoticons and Emojis Effectively -Expressing emotion and nuance without nonverbal cues is a challenge with many forms of digital media. -Emoticons (text-based symbols) and emojis (graphical symbols) help writers overcome the limitations of lean digital media. -As useful as these visual elements can be, they present two dilemmas for business communicators. First, even though more businesspeople are comfortable with emoticons and emojis for workplace communication, and they are built into many business communication systems (including Slack), some professionals view them as inappropriate for all but the most casual communication between close colleagues. -Second, emoticons and emojis can cause problems of their own when people don't agree on what they mean. The meanings of emoticons and emojis are so problematic that they are becoming important factors in legal trials regarding workplace harassment and other issues, and serious criminal cases can hinge on their interpretation. -Know audience and the situation -Don't overuse -Follow the leader -Use of emojis itself sends a message -Avoid using with external audiences -Never use in formal communication -Stick to symbols that are common -Avoid crude or animated emojis -Know your audience before using emoticons and emojis. Avoid emoticons and emojis when communicating with customers (unless you have a working relationship already) and in all formal communication.