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Chapter Seven
Email and Social Media
for Business Communication
McGraw-Hill/Irwin Copyright © 2014 by The McGraw-Hill Companies, Inc. All rights reserved.
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Learning Objectives
LO7.1 Apply principles for writing effective emails.LO7.2 Explain how to handle emotion effectively in online communications.LO7.3 Describe strategies for managing digital message
overload.LO7.4 Explain characteristics of the emerging Social Age.LO7.5 Apply principles of effective social media use in professional settings.LO7.6 Build a credible online reputation.LO7.7 Describe the ethical use of social media for work.
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Most Effective Communication Channels for Coordinating Work
Table 7.1
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Creating Effective Emails
Email communication is the primary form of written business communication.
Most analysts expect it to be the primary tool for at least the next five to ten years in most companies
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Principles of Effective Emails
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Principles of Effective Emails
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Use Email for the Right Purposes
Email communication has few constraints (low cost, little coordination) and high control (the writer can think them out carefully, and they provide a permanent record)
It is rarely appropriate for sensitive or emotional communication tasks. It is also inefficient for facilitating discussions
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Ensure Ease of Reading
Provide a Short, Descriptive Subject Line
Keep Your Message Brief Yet Complete
Clearly Identify Expected Actions
Provide a Descriptive Signature Block
Use Attachments Wisely
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Less-Effective Email
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More-Effective EmailFigure 7.2
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Show Respect for Others’ Time
Select Message Recipients Carefully
Provide Timelines and Options
Be Careful about Using the Priority Flag
Let Others Know When You Will Take Longer than Anticipated to Respond or Take Action
Avoid Contributing to Confusing and Repetitive Email Chains
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Appropriate Response Timeto Emails
Figure 7.3
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Maintain Professionalism and Appropriate Formality
Avoid Indications That You View Email as Casual Communication
Apply the Same Standards of Spelling, Punctuation, and Formatting You Would for Other Written Documents
Use Greetings and Names
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Manage Emotion and Maintain Civility
Neutrality effect recipients are more likely to perceive messages
with an intended positive emotion as neutral
Negativity effect recipients are more likely to perceive messages
that are intended as neutral as negative
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Manage Emotion and Maintain Civility
Flames emails or other digital communications with
“hostile intentions characterized by words of profanity, obscenity, and insults that inflict harm to a person or an organization.”
Cyber silence nonresponse to emails and other
communications.
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Manage Emotion and Maintain Civility
Cyber incivility violation of respect
and consideration in an online environment based on workplace norms
Active, passive
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Manage Emotion and Maintain Civility
Reinterpretation involves adjusting your initial perceptions by
making more objective, more fact-based, and less personal judgments and evaluations
Relaxation involves releasing and overcoming anger and
frustration so that you can make a more rational and less emotional response.
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Less-Effective Response to an Angry Email
Figure 7.6
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Manage Emotion and Maintain Civility
Defusing involves avoiding
escalation and removing tension to focus on work objectives.
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More-Effective Response to Defuse an Angry Email
Figure 7.7
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Guidelines to Staying Responsive to Others
1.Check digital messages just two to four times each day at designated times
2.Turn off message alerts
3.Use rich channels such as face-to-face and phone conversations to accomplish a task completely
4.Avoid unnecessarily lengthening an email chain
5.Use automatic messages to help people know when you’re unavailable
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The Evolving WorkplaceFigure 7.8
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Communicating in the Workplace in the Social Age
Social Age an era in which
people engage in networked communication, collaborate across boundaries, and solve problems communally.
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Characteristics of the Social Age
Web 1.0 most Web pages were read-only and static
Web 2.0 read-write Web, where users interact extensively
with Web pages—authoring content, expressing opinions, and customizing and editing Web content among other things
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Comparisons Between User 1.0 and User 2.0
Table 7.2
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Characteristics of the Social Age
Increasingly, companies are adopting social networking platforms that contain Web 2.0 communication tools
These platforms contain many of the features available on social networking websites: user profiles, microblogs, blogs, wikis, and file uploading.
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Benefits and Challenges of Social Media in the Workplace
Table 7.3
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Internal Communication Tools for the Social Age
Organize Your Dashboard to Control Your Communication and Information Flow
Create a Complete and Professional Profile
Use Blogs for Team Communication
Use Wikis for Team Communication
Other Social Media Tools
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Sample Dashboard withEnterprise Social Software
Figure 7.9
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Use Blogs for Team Communication
Microblogs (such as Twitter) shorter blogs that contain just a few sentences,
are part of most enterprise social networking platforms
tools for broadcasting announcements and urgent information
Team blogs, project blogs
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Sample Team BlogFigure 7.10
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Use Wikis for Team Communication
Wikis collections of pages that anyone with approved
access can edit, thus lending themselves to collaborative writing.
allow employees to collaborate and participate in decision making more easily, creatively, and effectively
create a culture of transparency, simplicity, and openness
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Sample Wiki in Edit ModeFigure 7.11
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Guidelines for Using Social Media in the Workplace
Be an Active Contributor and Participate Often
Listen and Learn
Focus on Content
Make Your Content Accessible
Make Your Messages Authentic and Friendly
Be Responsive and Help Others
Respect Boundaries
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Manage Your Online Reputation
Personal brand A unique set of
professional skills and attributes that others associate with you
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Developing a Credible Online Reputation
Table 7.5
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Less-Effective Personal SocialNetworking Profile
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More-Effective PersonalSocial Networking Profile
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Use Social Media Ethically
Much more than your online reputation is at stake with social media use; the reputation and performance of your company is at stake as well
The line between what you believe is private use of social media and your role as an employee can be murky, since your private actions can damage your employer and hurt your career.
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Coca-Cola’s Social Media Guidelines
1. Adhere to the Code of Business Conduct and other applicable policies.
2. You are responsible for your actions.
3. Be a “scout” for compliments and criticism.
4. Let the subject matter experts respond to negative posts.
5. Be conscious when mixing your business and personal lives.