Prior to beginning work on this discussion, review Chapter 7 and Chapter 8, Chapter 9 from your textbook and the Week 3 Weekly Lecture. 150-200 words Write about an example of communication that could
/7 Digital Media
LE A R N IN G O BJE C T IV ES
Afte r s tu dyin g t h is c h ap te r, y o u w ill b e a b le t o
1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P7001012451000000000000000003083)
I d en tif y t h e m ajo r d ig it a l m ed ia f o rm ats a va ila b le f o r b usin ess m essa ges, a n d lis t n in e c o m posit io nal m odes u se d in d ig it a l m ed ia .
2 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FE)
D escrib e t h e e vo lv in g r o le o f e m ail in b usin ess c o m munic a tio n, a n d e x p la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o e m ail m essa ges.
3 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031D 2)
I d en tif y t h e a d va n ta ges a n d d is a d va n ta ges o f b usin ess m essa gin g s y ste m s.
4 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003239)
E xp la in w hy o rg a n iz in g w eb sit e c o nte n t is s o c h alle n gin g, a n d e x p la in t h e c o nce p t o f in fo rm atio n a rc h it e ctu re .
5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032C1)
E xp la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o p odca stin g.
My B Com m Lab ®
I m pro ve Y o u r G ra d e!
M ore t h an 1 0 m illio n s tu den ts im pro ve d t h eir r e su lt s u sin g P earso n M yL ab s. V is it m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) fo r s im ula tio ns, t u to ria ls , a n d
en d-o f-c h ap te r p ro ble m s.
C O M M UNIC AT IO N C LO SE -U P A T
Slack
sla ck .c o m ( h ttp :/ /sla ck .c o m )
If t h ere ’s a b usin ess a w ard f o r a ccid en ta l s u cce ss, S te w art B utte rie ld w ould s u re ly b e a le ad in g c o nte n der f o r it . H e h as t h e u nusu al d is tin ctio n o f b ein g t h e
co fo under o f t w o d if fe re n t v id eo g a m e c o m pan ie s t h at d id n’t s u cce ed a t t h eir o rig in al m is sio ns b ut w ound u p s p in nin g o ff s e co ndary s o ftw are f e atu re s t h at /
beca m e m assiv e b usin ess s u cce sse s o n t h eir o w n. T he ir st t u rn ed in to t h e p hoto -s h arin g w eb s e rv ic e F lic k r, w hic h w as o nce ju st a f e atu re in sid e a n o nlin e r o le -
p la y in g g a m e.
A fte r s e llin g F lic k r t o Y a h oo! f o r a t id y s u m , B utte rie ld c o fo unded a n oth er v id eo g a m e c o m pan y. A ga in , t h e g a m e b usin ess d id n’t w ork o ut, b ut h e a n d h is
p artn ers c o m merc ia liz e d a n in sta n t m essa gin g f u nctio n t h e c o m pan y h ad d eve lo ped f o r in te rn al u se . T hat c a p ab ilit y w as e x p an ded a n d b eca m e t h e S la ck
m essa gin g s y ste m , a n d it is le ad in g a n u pheava l in t h e w orld o f b usin ess c o m munic a tio n.
Slack c ofounder and CE O Stew art Butt erield guides the development of a w or kplac e messaging syst em that thousands of companies ar e using to impr ove t eam
communication.
R EU TER S/M ik e B la ke /F ile s
S la ck o ffe rs s e ve ra l c o m munic a tio n a n d in fo rm atio n-m an agem en t t o ols , b ut a t it s h eart it is a w ork p la ce m essa gin g s y ste m . T e am s c a n s e t u p a v a rie ty o f
ch an nels t o m an age c o m munic a tio n o n s p eci ic t o pic s, a n d in div id uals c a n c o nig u re a le rts t o m ake s u re t h ey g et t h e m essa ges t h ey n eed w it h out g ettin g lo oded
b y m essa ges t h ey d on’t ( o ne o f t h e b an es o f e m ail) . A ll c o m munic a tio n is a u to m atic a lly a rc h iv e d , s o it ’s e asy f o r e ve ry o ne o n a t e am t o in d in fo rm atio n. A k e y
fe atu re t h at B utte rie ld p ro m ote s w it h S la ck is t r a n sp are n cy, in t h at c o m munic a tio n t h re ad s a re n o lo nger lo st o r h id den in p riv a te e m ail e xch an ges b ut o ut in t h e
open f o r e ve ry o ne o n a t e am t o s e e a n d s h are .
To u ndersta n d t h e a p peal o f S la ck , o ne n eed s t o u ndersta n d t h e lo ve /h ate r e la tio nsh ip m an y b usin ess p ro fe ssio nals h ave w it h e m ail. E m ail is s o u biq uit o us t h at
it ’s e asy t o f o rg et w hat a r e vo lu tio nary a n d d is ru ptiv e m ed iu m it o nce w as. I n a w orld w here in te rn al m em os c o uld t a ke h ours t o d eliv e r a n d e x te rn al le tte rs
co uld t a ke d ay s, n early in sta n ta n eo us e m ail c h an ged b usin ess c o m munic a tio n f o re ve r, a n d it r e m ain s a v it a l c o m munic a tio n t o ol.
H ow eve r, e m ail h as lo ng s u ffe re d f r o m a s e rio us c a se o f t o o-m uch -o f-a -g o od-th in g. M an y p ro fe ssio nals c o m pla in o f d ro w nin g in a lo od o f m essa ges, w it h s o m e
gettin g d oze n s o r h undre d s o f m essa ges a d ay—e ve n a s t h ey m is s v it a l in fo rm atio n w hen c o lle agu es n egle ct t o in clu de t h em in m essa ge t h re ad s. M ore o ve r, e m ail
is p oorly s u it e d t o s o m e o f t h e t a sk s p eo ple u se it f o r, s u ch a s p ro je ct m an agem en t, c o lla b ora tio n, in fo rm atio n m an agem en t, a n d o th er p ro ce sse s t h at r e q uir e
g ro up c o m munic a tio n a n d s h are d in fo rm atio n a cce ss.
A v a rie ty o f t e ch nolo gie s t h at a im t o o ve rc o m e t h e d is a d va n ta ges o f e m ail h ave r e ce n tly e n te re d t h e m ark e t, f r o m b asic in sta n t m essa gin g t o f u ll- fe atu re d
co lla b ora tio n s y ste m s. B ut f e w h ave c a u gh t o n a s q uic k ly a s S la ck . W it h in a y e ar o f it s 2 013 la u nch , S la ck h ad a h alf m illio n d aily u se rs in 6 0,0 00 t e am s a ro und
th e w orld a n d la id c la im t o b ein g t h e f a ste st-g ro w in g b usin ess a p p in h is to ry. W it h in t w o y e ars, t h e s e rv ic e h ad m ore t h an 2 m illio n a ctiv e u se rs. S o m e d escrib e it
a s m ore t h an a m ere c o m munic a tio n t o ol, c a llin g it a r a d ic a l w ay t o t r a n sfo rm h ow t h ey w ork . /
Fo r m an y b usin ess c o m munic a to rs, S la ck is c le arly illin g a n u nm et n eed . A m ajo rit y o f c u sto m ers r e p ort g re ate r p ro ductiv it y , m ore t r a n sp are n cy, im pro ve d t e am
cu lt u re , e asie r a cce ss t o in fo rm atio n, a n d a r e d uce d n eed f o r m eetin gs. O n a ve ra ge, u se rs s a y it h as c u t e m ail u se in t h eir o rg a n iz a tio ns a lm ost in h alf , a n d m an y
sa y it h as n early e lim in ate d e m ail e n tir e ly . B y e n ab lin g c o m munic a tio n a n d c o lla b ora tio n in w ay s t h at s u pport h ow t o day ’s p ro fe ssio nals w an t a n d n eed t o w ork ,
Sla ck a n d o th er c o rp ora te m essa gin g s y ste m s m ig h t in ally b e t a m in g t h e d re ad ed e m ail m onste r. 1
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003433) /
7.1 D igi ta l M ed ia f o r B usi ness C o m mun ica tio n
LEA R NIN G O BJE C T IV E
1 I d en tif y t h e m ajo r d ig it a l m ed ia f o rm ats a va ila b le f o r b usin ess m essa ges, a n d lis t n in e c o m posit io nal m odes u se d in d ig it a l m ed ia .
T he r u naw ay s u cce ss o f S la ck ( p ro ile d in t h e c h ap te r-o pen in g Co mmunic a tio n Cl ose -U p) h ig h lig h ts t w o im porta n t c o nsid era tio ns in u sin g d ig it a l m ed ia : c h oosin g
th e b est t o ols f o r t h e t a sk a t h an d a n d u sin g e ach t o ol w is e ly . T his c h ap te r o ffe rs a d vic e o n u sin g t o ols y o u’r e lik e ly t o e n co unte r in a n y p ro fe ssio n: e m ail,
m essa gin g, w eb sit e s, a n d p odca stin g. ( D ig it a l m ed ia w it h a s o cia l c o m ponen t a re c o ve re d in Ch ap te r 8
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003454# P7001012451000000000000000003454) .)
D IG IT AL AN D S O CIAL M ED IA O PT IO NS
The c o nsid era b le r a n ge o f d ig it a l m ed ia a va ila b le f o r b usin ess m essa ges c o ntin ues t o g ro w a s c o m munic a tio n t e ch nolo gie s e vo lv e :
B usin ess c o m munic a to rs u se t h e f u ll r a n ge o f d ig it a l m ed ia o ptio ns, f r o m c o nve n tio nal e m ail a n d m essa gin g t o s o cia l n etw ork in g t o ols .
E m ail. Co nve n tio nal e m ail h as lo ng b een a v it a l m ed iu m f o r b usin ess c o m munic a tio n, a lt h ough in m an y in sta n ce s it is b ein g r e p la ce d b y o th er t o ols t h at
p ro vid e b ette r s u pport f o r in sta n t c o m munic a tio n a n d r e al- tim e c o lla b ora tio n.
M essa gin g. F ro m b asic t e x t m essa gin g o n m obile d ev ic e s t o m ult if u nctio n g ro up s y ste m s s u ch a s t h ose o ffe re d b y S la ck , m essa gin g in v a rio us f o rm s
now r iv a ls o r e xce ed s e m ail in m an y c o m pan ie s.
W eb c o n te n t. W eb sit e s a re o ne o f t h e m ost im porta n t d ig it a l m ed ia t y p es, f r o m s m all- b usin ess s it e s w it h a f e w p ages t o la rg e c o rp ora te s it e s w it h
h undre d s o r t h ousa n ds o f p ages.
P od ca stin g. B usin esse s u se p odca sts t o r e p la ce o r s u pple m en t s o m e c o nfe re n ce c a lls , n ew sle tte rs, t r a in in g c o urse s, a n d o th er c o m munic a tio n
activ it ie s.
S o cia l n etw ork s. S o cia l n etw ork s h ave e vo lv e d in to a m ajo r b usin ess c o m munic a tio n t e ch nolo gy, f r o m w ell- k n ow n p ublic n etw ork s t o t h e p riv a te ,
in te rn al n etw ork s t h at m an y c o m pan ie s n ow u se .
In fo rm atio n - a n d c o n te n t-s h arin g s it e s. I n a d dit io n t o s o cia l n etw ork s, a v a rie ty o f s y ste m s h ave b een d esig n ed s p eci ic a lly f o r s h arin g c o nte n t,
in clu din g u se r-g en era te d c o nte n t s it e s, m ed ia c u ra tio n s it e s, a n d c o m munit y Q &A s it e s.
W ik is . T he c o lla b ora tiv e n atu re o f w ik is —w eb sit e s t h at c a n b e e x p an ded a n d e d it e d b y t e am s, u se r c o m munit ie s, o r t h e p ublic a t la rg e—m ake t h em a
n atu ra l it f o r a ggre ga tin g t h e k n ow le d ge o f g ro ups r a n gin g f r o m in div id ual d ep artm en ts t o t h e p ublic a t la rg e.
B lo ggin g a n d m ic ro blo ggin g. T he a b ilit y t o u pdate c o nte n t q uic k ly a n d e asily m ake s b lo gs a n d m ic ro blo gs ( s u ch a s T w it te r) a n atu ra l m ed iu m w hen
co m munic a to rs w an t t o g et m essa ges o ut in a h urry.
O nlin e v id eo . D ig it a l a n d o nlin e v id eo h ave t r a n sfo rm ed w hat u se d t o b e a f a ir ly s p ecia liz e d t o ol in to a m ain str e am b usin ess c o m munic a tio n m ed iu m .
The ir st f o ur o f t h ese —e mail, m essa gin g, w eb c o nte n t, a n d p odca stin g—a re c o ve re d in t h is c h ap te r. D ig it a l m ed ia w it h a s tr o ng s o cia l e le m en t, f r o m s o cia l
n etw ork s t o m ic ro blo gs, a re a d dre sse d in Ch ap te r 8
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003454# P7001012451000000000000000003454) . O nlin e v id eo , a lo ng /
wit h o th er v is u al m ed ia , is c o ve re d in Ch ap te r 9
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003806# P7001012451000000000000000003806) .
N ote t h at t h e lin es b etw een t h ese m ed ia o fte n g et b lu rre d a s s y ste m s e x p an d t h eir c a p ab ilit ie s o r p eo ple u se t h em in n ew w ay s. M ore o ve r, t h e m obile v a ria n ts o f
all t h ese t e ch nolo gie s a d d a n oth er la ye r o f c h alle n ges a n d o pportu nit ie s f o r b usin ess c o m munic a to rs. F o r e xa m ple , t h e a b ilit y t o s ca n c o ded la b els s u ch a s
b arc o des o r t h e s im ila r Quic k Response (QR) c o des a tta ch ed t o p rin te d m ate ria ls , p ro ducts , o r s to re w in dow s ( o r t h e a b ilit y t o p ic k u p r a d io s ig n als f r o m near -
ield communic ation t a gs) g iv e s s m artp hone u se rs a w ay t o g et m ore in fo rm atio n—f ro m c o m pan ie s t h em se lv e s a n d f r o m o th er c o nsu m ers p ro vid in g r e v ie w s o n
so cia l w eb sit e s.
M ost o f y o ur b usin ess c o m munic a tio n is lik e ly t o b e v ia d ig it a l m ean s, b ut d on’t o ve rlo ok t h e b en eit s o f p rin te d m essa ges. ( F o r m ore o n f o rm attin g p rin te d
le tte rs a n d m em os, s e e C h ap te r 6
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000002ad e# P7001012451000000000000000002A D E) a n d A p pen dix A
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000070ad # P70010124510000000000000000070A D ) .) H ere a re s e ve ra l
sit u atio ns in w hic h y o u s h ould c o nsid er u sin g a p rin te d m essa ge r a th er t h an d ig it a l a lt e rn ativ e s:
E ve n w it h t h e w id esp re ad u se o f d ig it a l m ed ia , p rin te d m em os a n d le tte rs s till p la y a n im porta n t r o le in b usin ess c o m munic a tio n.
W hen y o u w an t t o m ake a f o rm al i m pre ssio n . F o r s p ecia l m essa ges, s u ch a s s e n din g c o ngra tu la tio ns o r c o ndole n ce s, t h e f o rm alit y o f p rin te d
d ocu m en ts u su ally m ake s t h em a m uch b ette r c h oic e t h an d ig it a l m essa ges.
W hen y o u a re l e ga lly r e q u ir e d t o p ro vid e i n fo rm atio n i n p rin te d f o rm . B usin ess c o ntr a cts a n d g o ve rn m en t r e gu la tio ns s o m etim es r e q uir e t h at
in fo rm atio n b e p ro vid ed o n p ap er.
W hen y o u w an t t o s ta n d o u t f r o m t h e lo od o f d ig it a l m essa ges. I f y o ur a u die n ce ’s c o m pute rs a re o ve rlo w in g w it h T w it te r u pdate s, e m ail m essa ges,
a n d m essa gin g n oti ic a tio ns, s o m etim es a p rin te d m essa ge c a n s ta n d o ut e n ough t o g et n otic e d .
W hen y o u n eed a p erm an en t, u nch an gea ble , o r s e cu re r e co rd . L ette rs a n d m em os a re r e lia b le . O nce p rin te d , t h ey c a n ’t b e e ra se d w it h a s in gle
k e ystr o ke o r s u rre p tit io usly m odi ie d t h e w ay s o m e d ig it a l m essa ges c a n b e. P rin te d d ocu m en ts a ls o r e q uir e m ore e ffo rt t o c o py a n d f o rw ard .
RE AL-T IM E UP DAT ES
L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE
S h ou ld y o u e m ail, t e xt, o r p ic k u p t h e p hon e?
These t ip s w ill h elp y o u m ake t h e b est c h oic e in v a rio us b usin ess s it u atio ns. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d
se le ct L earn M ore in t h e S tu den ts s e ctio n.
C O M PO SIT IO NAL M OD ES F O R D IG IT AL AN D S O CIAL M ED IA /
As y o u p ra ctic e u sin g v a rio us m ed ia a n d c h an nels in t h is c o urse , it ’s b est t o f o cu s o n t h e f u ndam en ta ls o f p la n nin g, w rit in g, a n d c o m ple tin g m essa ges, r a th er t h an
o n t h e s p eci ic d eta ils o f a n y o ne m ed iu m o r s y ste m . 2
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003435) F o rtu nate ly , t h e
basic c o m munic a tio n s k ills r e q uir e d u su ally t r a n sfe r f r o m o ne s y ste m t o a n oth er. Y o u c a n s u cce ed w it h w rit te n c o m munic a tio n in v ir tu ally a ll d ig it a l m ed ia b y
u sin g o ne o f n in e compositional mode s :
Communic a tin g s u cce ssfu lly w it h d ig it a l m ed ia r e q uir e s a w id e r a n ge o f w rit in g a p pro ach es.
C o n ve rsa tio n s. M essa gin g is a g re at e xa m ple o f a w rit te n m ed iu m t h at m im ic s s p oke n c o nve rsa tio n. A nd ju st a s y o u w ould n’t r e ad a r e p ort t o s o m eo ne
sit tin g in y o ur o fic e , y o u w ould n’t u se c o nve rsa tio nal m odes t o e xch an ge la rg e v o lu m es o f in fo rm atio n o r t o c o m munic a te w it h m ore t h an a f e w p eo ple
a t o nce .
C o m men ts a n d c rit iq u es. O ne o f t h e m ost p ow erfu l a sp ects o f s o cia l m ed ia is t h e o pportu nit y f o r in te re ste d p artie s t o e x p re ss o pin io ns a n d p ro vid e
fe ed back , w heth er b y le av in g c o m men ts o n a b lo g p ost o r r e v ie w in g p ro ducts o n a n e -c o m merc e s it e . S h arin g h elp fu l t ip s a n d in sig h tfu l c o m men ta ry is
a ls o a g re at w ay t o b uild y o ur p erso nal b ra n d. T o b e a n e ffe ctiv e c o m men te r, f o cu s o n s h ort c h unks o f in fo rm atio n t h at a b ro ad s p ectr u m o f o th er s it e
v is it o rs w ill in d h elp fu l. R an ts , in su lt s , jo ke s, a n d b la ta n t s e lf -p ro m otio n a re o f lit tle b en eit t o o th ers.
O rie n ta tio n s. T he a b ilit y t o h elp p eo ple in d t h eir w ay t h ro ugh a n u nfa m ilia r s y ste m o r s u bje ct is a v a lu ab le w rit in g s k ill a n d a t a le n t t h at r e ad ers
g re atly a p pre cia te . U nlik e s u m marie s ( s e e t h e n ex t it e m ), o rie n ta tio ns d on’t g iv e a w ay t h e k e y p oin ts in t h e c o lle ctio n o f in fo rm atio n b ut r a th er t e ll
r e ad ers w here t o in d t h ose p oin ts . W rit in g e ffe ctiv e o rie n ta tio ns c a n b e a d elic a te b ala n cin g a ct b eca u se y o u n eed t o k n ow t h e m ate ria l w ell e n ough t o
g u id e o th ers t h ro ugh it w hile b ein g a b le t o s te p b ack a n d v ie w it f r o m t h e in ex p erie n ce d p ersp ectiv e o f a “ n ew bie .”
S u m marie s. A t t h e b egin nin g o f a n a rtic le o r w eb page, a s u m mary f u nctio ns a s a m in ia tu re v e rsio n o f t h e d ocu m en t, g iv in g r e ad ers a ll t h e k e y p oin ts
w hile s k ip pin g o ve r d eta ils . A t t h e e n d o f a n a rtic le o r w eb page, a s u m mary f u nctio ns a s a r e v ie w , r e m in din g r e ad ers o f t h e k e y p oin ts t h ey ’v e ju st r e ad .
A s e rie s o f k e y p oin ts e x tr a cte d f r o m a n a rtic le o r w eb page c a n a ls o s e rv e a s a s u m mary.
R efe re n ce m ate ria l. O ne o f t h e g re ate st b en eit s o f t h e I n te rn et is t h e a cce ss it c a n p ro vid e t o v a st q uan tit ie s o f r e fe re n ce m ate ria ls —n um eric a l o r
te x tu al in fo rm atio n t h at p eo ple t y p ic a lly d on’t r e ad in a lin ear w ay b ut r a th er s e arc h t h ro ugh t o in d p artic u la r d ata p oin ts , t r e n ds, o r o th er d eta ils . O ne
of t h e c h alle n ges o f w rit in g r e fe re n ce m ate ria l is t h at y o u c a n ’t a lw ay s k n ow h ow r e ad ers w ill w an t t o a cce ss it . M akin g t h e in fo rm atio n a cce ssib le v ia
s e arc h e n gin es is a n im porta n t s te p . H ow eve r, r e ad ers d on’t a lw ay s k n ow w hic h s e arc h t e rm s w ill y ie ld t h e b est r e su lt s , s o c o nsid er a n o rie n ta tio n a n d
org a n iz e t h e m ate ria l in lo gic a l w ay s w it h c le ar h ead in gs t h at p ro m ote s k im min g.
N arra tiv e s. T he s to ry te llin g t e ch niq ues c o ve re d in Ch ap te r 4
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000001f5 9# P7001012451000000000000000001F59) c a n b e
effe ctiv e in a w id e v a rie ty o f s it u atio ns. N arra tiv e s w ork b est w hen t h ey h ave a n in tr ig u in g b egin nin g t h at ig n it e s r e ad ers’ c u rio sit y , a m id dle s e ctio n t h at
m ove s q uic k ly t h ro ugh t h e c h alle n ges t h at a n in div id ual o r c o m pan y f a ce d , a n d a n in sp ir in g o r in str u ctiv e e n din g t h at g iv e s r e ad ers in fo rm atio n t h ey
ca n a p ply in t h eir o w n liv e s a n d jo bs.
T ea se rs. T e ase rs in te n tio nally w it h hold k e y p ie ce s o f in fo rm atio n a s a w ay t o p ull r e ad ers o r lis te n ers in to a s to ry o r o th er d ocu m en t. T e ase rs a re
w id ely u se d in m ark e tin g a n d s a le s m essa ges, s u ch a s a b it o f c o py o n t h e o uts id e o f a n e n ve lo pe t h at p ro m is e s im porta n t in fo rm atio n o n t h e in sid e. I n
d ig it a l m ed ia , t h e s p ace lim it a tio ns a n d U RL lin kin g c a p ab ilit ie s o f T w it te r a n d o th er m ic ro blo ggin g s y ste m s m ake t h em a n atu ra l t o ol f o r t h e t e ase r
ap pro ach . A lt h ough t h ey c a n c e rta in ly b e e ffe ctiv e , t e ase rs n eed t o b e u se d w it h r e sp ect f o r r e ad ers’ t im e a n d in fo rm atio n n eed s. B e s u re t h at t h e
pa yoff , t h e in fo rm atio n a t e ase r lin ks t o , is v a lu ab le a n d le git im ate . Y o u’ll q uic k ly lo se c re d ib ilit y if r e ad ers t h in k t h ey a re b ein g t r ic k e d in to c lic k in g
th ro ugh t o in fo rm atio n t h ey d on’t r e ally w an t. (Tw eetable s a re T w it te r-r e ad y b it e s o f in fo rm atio n e x tr a cte d f r o m a b lo g p ost o r o th er m essa ges. T hey
o fte n s e rv e a s t e ase rs, a lt h ough a s e rie s o f t h em c a n m ake a n e ffe ctiv e s u m mary a s w ell.) /
Sta tu s u pdate s a n d a n nou nce m en ts . I f y o u u se s o cia l m ed ia f r e q uen tly , m uch o f y o ur w rit in g w ill in vo lv e s ta tu s u pdate s a n d a n nounce m en ts ( s e e
F ig u re 7 .1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P70010124510000000000000000030CA )
). H ow eve r, d on’t p ost t r iv ia l in fo rm atio n t h at o nly y o u a re lik e ly t o in d in te re stin g. P o st o nly t h ose u pdate s t h at r e ad ers w ill in d u se fu l, a n d in clu de
only t h e in fo rm atio n t h ey n eed .
T u to ria ls . G iv e n t h e c o m munit y n atu re o f s o cia l m ed ia , t h e p urp ose o f m an y m essa ges is t o s h are h ow -to a d vic e . B eco m in g k n ow n a s a r e lia b le e x p ert
is a g re at w ay t o b uild c u sto m er lo ya lt y f o r y o ur c o m pan y w hile e n han cin g y o ur o w n p erso nal v a lu e.
RE AL-T IM E UP DAT ES
L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE
T ellin g c o m pellin g s to rie s o n s o cia l m ed ia
S to ry te llin g is a n e ffe ctiv e b usin ess c o m munic a tio n s tr a te gy, a n d s o cia l m ed ia c a n b e t h e id eal p la tfo rm f o r it . G o t o re a l-t im eu pdate s.c o m /b ct1 4
(h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.
A s y o u a p pro ach a n ew c o m munic a tio n t a sk u sin g d ig it a l m ed ia , a sk y o urse lf w hat k in d o f in fo rm atio n a u die n ce m em bers a re lik e ly t o n eed , t h en c h oose t h e
ap pro pria te c o m posit io nal m ode. O f c o urse , m an y o f t h ese m odes a re a ls o u se d in w rit te n m ed ia , b ut o ve r t im e, y o u m ay in d y o urse lf u sin g a ll o f t h em in
v a rio us d ig it a l a n d s o cia l m ed ia c o nte x ts . /
Fig u re 7 .1 C o m posit io n al M od es: S ta tu s U pdate s a n d A nnou nce m en ts
Co nte sts , s u ch a s t h is o ne f e atu rin g F en der m usic a l e q uip m en t, a re a p opula r m essa ge f o rm o n F ace b ook a n d o th er s o cia l m ed ia .
Cou rte sy F en der M usic a l I n str u m en ts C orp ora tio n .
O PT IM IZI NG C O NTEN T F O R M OBIL E D EV IC E S
Ch ap te rs 5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000002445# P7001012451000000000000000002445) a n d 6
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000002ad e# P7001012451000000000000000002A D E) o ffe r t ip s o n w rit in g
an d f o rm attin g m essa ges f o r m obile d ev ic e s. W hile k e ep in g t h e lim it a tio ns o f t h e s m all s cre en s o f m obile d ev ic e s a n d a lt e rn ativ e in put m eth ods in m in d, lo ok f o r
opportu nit ie s t o t a ke a d va n ta ge o f m obile -s p eci ic c a p ab ilit ie s v ia a p ps a n d m obile -fr ie n dly w eb sit e s. M obile e x p an ds y o ur o ptio ns a s a c o nte n t c re ato r, a n d it
g iv e s y o ur a u die n ce m em bers a w id er r a n ge o f e n ga gin g w ay s t o c o nsu m e y o ur c o nte n t:
M obile o ffe rs a r a n ge o f e xcit in g w ay s t o e n han ce t h e a u die n ce e x p erie n ce .
L oca tio n -b ase d s e rv ic e s. Loc ation-based social net wor king lin ks t h e v ir tu al w orld o f o nlin e s o cia l n etw ork in g w it h t h e p hysic a l w orld o f r e ta il s to re s
an d o th er lo ca tio ns. A s m obile w eb u se in g en era l c o ntin ues t o g ro w , lo ca tio n-b ase d n etw ork in g p ro m is e s t o b eco m e a n im porta n t b usin ess /
co m munic a tio n m ed iu m b eca u se m obile c o nsu m ers a re a s ig n i ic a n t e co nom ic f o rc e —t hro ugh t h e p urc h ase s t h ey m ake d ir e ctly a n d t h ro ugh t h eir
a b ilit y t o in lu en ce o th er c o nsu m ers. 3
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003437)
G am iic a tio n . T he a d dit io n o f g a m e-p la y in g a sp ects t o a p ps a n d w eb s e rv ic e s, k n ow n a s g amiic ation , c a n in cre ase a u die n ce e n ga gem en t a n d
en co ura ge r e p eat u se . T he h ig h lig h t b ox o n p age 2 7
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000001390# page_2 7) h as m ore o n t h is in tr ig u in g b usin ess t o ol.
A u gm en te d r e a lit y . S u perim posin g d ata o n liv e c a m era im ages c a n e n ric h e x p erie n ce s f o r c o nsu m ers a n d s u pply u se fu l in fo rm atio n t o b usin ess u se rs
(s e e F ig u re 7 .2
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P70010124510000000000000000030E9) o n t h e n ex t
p age). T he F u tu re o f C o m munic a tio n
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003243) b ox o n
p age 2 13 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000353f# page_2 13) h as m ore o n a u gm en te d
re alit y a n d v ir tu al r e alit y .
W ea ra ble t e ch nolo gy. F ro m v ir tu al- r e alit y g o ggle s t o s m artw atc h es t o b ody-m ove m en t s e n so rs, w eara b le t e ch nolo gy p ush es t h e r a d ic a l c o nnectiv it y o f
m obile t o t h e n ex t le ve l. S o m e o f t h ese it e m s w ork a s a u xilia ry s cre en s a n d c o ntr o ls f o r o th er m obile d ev ic e s, b ut o th ers a re m ean t f o r in dep en den t u se .
O ne o f t h e k e y p ro m is e s o f w eara b le t e ch nolo gy is s im plif y in g a n d e n han cin g e ve ry d ay t a sk s f o r c o nsu m ers a n d e m plo ye es a lik e . 4
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003439)
M obile b lo ggin g. S m artp hones a n d t a b le ts a re id eal f o r m obile b lo gs, s o m etim es k n ow n a s moblogs . T he m obile c a p ab ilit y is g re at f o r w ork e rs w hose
jo bs k e ep t h em on t h e m ove a n d f o r s p ecia l- e ve n t c o ve ra ge s u ch a s liv e -b lo ggin g t r a d e s h ow s a n d in dustr y c o nve n tio ns.
F ig u re 7 .2 A ugm en te d R ealit y
T he Maint enanc e Augment ed Realit y f e atu re in P an aso nic ’s c o m pute r-in te gra te d m an ufa ctu rin g s o ftw are is a g re at e xa m ple o f u sin g a u gm en te d r e alit y
fo r b usin ess c o m munic a tio n. B y s im ply p oin tin g a m obile d ev ic e a t a m ach in e, t e ch nic ia n s c a n g et d eta ile d in fo rm atio n n eed ed f o r m ain te n an ce a n d
re p air .
P an aso n ic C orp ora tio n o f N orth A m eric a
M obile p od ca stin g. S im ila rly , s m artp hone-b ase d p odca stin g t o ols m ake it e asy t o r e co rd a u dio o n t h e g o a n d p ost in is h ed p odca sts t o y o ur b lo g o r
w eb sit e .
C lo u d-b ase d s e rv ic e s. M obile c o m munic a tio n is id eal f o r c lo ud-b ase d s e rv ic e s—d ig it a l s e rv ic e s t h at r e ly o n r e so urc e s s to re d in t h e c lo ud. /
7.2 E m ail
L EA R NIN G O BJE C T IV E
2 D escrib e t h e e vo lv in g r o le o f e m ail in b usin ess c o m munic a tio n, a n d e x p la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o e m ail m essa ges.
E m ail h as b een a p rim ary m ed iu m f o r m an y c o m pan ie s f o r s e ve ra l d eca d es, a n d in t h e b egin nin g it o ffe re d a h uge a d va n ta ge in s p eed a n d e fic ie n cy o ve r t h e
m ed ia it f r e q uen tly r e p la ce d ( p rin te d a n d f a xe d m essa ges). O ve r t h e y e ars, e m ail b ega n t o b e u se d f o r m an y c o m munic a tio n t a sk s s im ply b eca u se it w as t h e o nly
w id ely a va ila b le d ig it a l m ed iu m f o r w rit te n m essa ges a n d m illio ns o f u se rs w ere c o m fo rta b le w it h it . H ow eve r, a s S la ck ’s g ro w th illu str a te s, o th er t o ols a re t a kin g
ove r s p eci ic t a sk s f o r w hic h t h ey a re b ette r s u it e d .
O ve ru se is o ne o f t h e m ajo r c o m pla in ts a b out e m ail.
I n a d dit io n t o t h e w id esp re ad a va ila b ilit y o f b ette r a lt e rn ativ e s f o r m an y c o m munic a tio n p urp ose s, t h e in dis crim in ate u se o f e m ail h as lo w ere d it s a p peal in t h e
eye s o f m an y p ro fe ssio nals . I n a s e n se , e m ail is t o o e asy t o u se —i t’s t o o e asy t o s e n d lo w -v a lu e m essa ges t o m ult ip le r e cip ie n ts a n d t o t r ig ger lo ng m essa ge
ch ain s t h at b eco m e im possib le t o f o llo w a s p eo ple c h im e in a lo ng t h e w ay. A nd b eca u se it is s u ch a g en era l- p urp ose t o ol, e m ail g ets u se d f o r e ve ry th in g f r o m
crit ic a lly im porta n t m essa ges t o a u to m ate d u pdate s a n d c o nir m atio ns w it h lit tle o r n o v a lu e.
E m ail a ls o s u ffe rs f r o m a n e n orm ous p ro ble m w it h spam ( u nso lic it e d b ulk e m ail) a n d s e cu rit y r is k s s u ch a s comput er viruse s a n d phishing ( fr a u dule n t m essa ges
th at p ro m pt u nw ary u se rs t o d iv u lg e s e n sit iv it y in fo rm atio n o r g ra n t a cce ss t o p ro te cte d n etw ork s). S p am a cco unts f o r r o ugh ly h alf o f a ll e m ail a n d r e q uir e s
gre at e ffo rt t o k e ep it f r o m lo odin g u se rs’ in boxe s. 5
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000343D ) M ost s y ste m s u se
sp am a n d t h re at ilt e rs, b ut t h ese ilt e rs a re n eve r 1 00 p erc e n t a ccu ra te a n d c a n a ls o r e je ct m essa ges t h at a re le git im ate .
In s p it e o f it s s h ortc o m in gs, e m ail r e m ain s a m ajo r b usin ess c o m munic a tio n m ed iu m .
Eve n w it h t h ese d ra w back s, e m ail s till h as c o m pellin g a d va n ta ges t h at w ill k e ep it in s te ad y u se in m an y c o m pan ie s. F ir st, e m ail is u niv e rsa l. A nyb ody w it h a n
em ail a d dre ss c a n r e ach a n yb ody e ls e w it h a n e m ail a d dre ss, n o m atte r w hic h s y ste m s t h e s e n ders a n d r e ce iv e rs a re o n. S eco nd, e m ail is s till t h e b est m ed iu m
fo r m an y p riv a te , s h ort- t o m ed iu m -le n gth m essa ges, p artic u la rly w hen t h e e xch an ge is lim it e d t o t w o p eo ple . U nlik e w it h m ic ro blo gs o r m essa gin g, f o r in sta n ce ,
m id siz e m essa ges a re e asy t o c o m pose a n d e asy t o r e ad o n e m ail. T hir d , e m ail’s n onin sta n ta n eo us n atu re is a n a d va n ta ge w hen u se d p ro perly . E m ail le ts s e n ders
co m pose s u bsta n tia l m essa ges in p riv a te a n d o n t h eir o w n s ch ed ule , a n d it le ts r e cip ie n ts r e ad t h ose m essa ges a t t h eir le is u re .
P LAN NIN G E M AI L M ESSA G ES
The s o lu tio n t o e m ail o ve rlo ad s ta rts in t h e p la n nin g s te p , b y m akin g s u re e ve ry m essa ge h as a v a lid , b usin ess-r e la te d p urp ose . A ls o , b e a w are t h at m an y
co m pan ie s n ow h ave f o rm al e m ail p olic ie s t h at s p ecif y h ow e m plo ye es c a n u se e m ail, in clu din g r e str ic tio ns a ga in st u sin g t h e c o m pan y e m ail s e rv ic e f o r p erso nal /
messa ges, s e n din g c o nid en tia l in fo rm atio n, o r s e n din g m ate ria l t h at m ig h t b e d eem ed o bje ctio nab le . I n a d dit io n, m an y e m plo ye rs n ow m onit o r e m ail, e it h er
au to m atic a lly w it h s o ftw are p ro gra m med t o lo ok f o r s e n sit iv e c o nte n t o r m an ually v ia s e cu rit y s ta ff a ctu ally r e ad in g s e le cte d e m ail m essa ges. R ega rd le ss o f
fo rm al p olic ie s, e ve ry e m ail u se r h as a r e sp onsib ilit y t o a vo id a ctio ns t h at c o uld c a u se t r o uble , f r o m d ow nlo ad in g v ir u s-in fe cte d s o ftw are t o s e n din g
in ap pro pria te p hoto gra p hs.
C u t d ow n o n m essa ge o ve rlo ad b y m akin g s u re e ve ry e m ail m essa ge y o u s e n d h as a v a lid b usin ess p urp ose .
E ve n w it h f a ir ly s h ort m essa ges, s p en d a m om en t o r t w o o n t h e m essa ge p la n nin g t a sk s d escrib ed in Ch ap te r 4
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000001f5 9# P7001012451000000000000000001F59) : a n aly zin g t h e
sit u atio n, g a th erin g n ece ssa ry in fo rm atio n f o r y o ur r e ad ers, a n d o rg a n iz in g y o ur m essa ge. Y o u’ll s a ve t im e in t h e lo ng r u n b eca u se y o u w ill c ra ft a m ore e ffe ctiv e
m essa ge o n t h e ir st a tte m pt. Y o ur r e ad ers w ill g et t h e in fo rm atio n t h ey n eed a n d w on’t h ave t o g en era te f o llo w -u p m essa ges a sk in g f o r c la ri ic a tio n o r a d dit io nal
in fo rm atio n.
W RI TIN G E M AI L M ESSA G ES
Busin ess e m ail m essa ges a re m ore f o rm al t h an t h e e m ail m essa ges y o u s e n d t o f a m ily a n d f r ie n ds. /
Fig u re 7 .3 E m ail f o r B usin ess C o m munic a tio n
In t h is r e sp onse t o a n e m ail q uery f r o m a c o lle agu e, E la in e B urg m an t a ke s a d va n ta ge o f h er e m ail s y ste m ’s f e atu re s t o c re ate a n e fic ie n t a n d e ffe ctiv e m essa ge.
M S O utlo ok 2 013, © M ic ro so ft .
B usin ess e m ail is a m ore f o rm al m ed iu m t h an y o u a re p ro bab ly a ccu sto m ed t o w it h e m ail f o r p erso nal c o m munic a tio n ( s e e F ig u re 7 .3
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P7001012451000000000000000003116) ). T he e x p ecta tio ns o f
w rit in g q ualit y f o r b usin ess e m ail a re h ig h er t h an f o r p erso nal e m ail, a n d t h e c o nse q uen ce s o f b ad w rit in g o r p oor ju dgm en t c a n b e m uch m ore s e rio us. F o r
exa m ple , e m ail m essa ges a n d o th er d ig it a l d ocu m en ts h ave t h e s a m e le ga l w eig h t a s p rin te d d ocu m en ts , a n d t h ey a re o fte n u se d a s e v id en ce in la w su it s a n d
crim in al in ve stig a tio ns. 6
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000343B ) /
The s u bje ct lin e is o fte n t h e m ost im porta n t p art o f a n e m ail m essa ge b eca u se it c a n d ete rm in e w heth er t h e m essa ge g ets r e ad .
The e m ail s u bje ct lin e m ig h t s e em lik e a s m all d eta il, b ut it is a ctu ally o ne o f t h e m ost im porta n t p arts o f a n e m ail m essa ge b eca u se it h elp s r e cip ie n ts d ecid e
w hic h m essa ges t o r e ad a n d w hen t o r e ad t h em . T o c a p tu re y o ur a u die n ce ’s a tte n tio n, m ake y o ur s u bje ct lin es in fo rm ativ e a n d c o m pellin g. G o b eyo nd s im ply
d escrib in g o r c la ssif y in g y o ur m essa ge; u se t h e o pportu nit y t o b uild in te re st w it h k e y w ord s, q uota tio ns, d ir e ctio ns, o r q uestio ns. 7
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000343F) F o r e xa m ple , “ Ju ly
s a le s r e su lt s ” a ccu ra te ly d escrib es t h e c o nte n t o f t h e m essa ge, b ut “ Ju ly s a le s r e su lt s : g o od n ew s a n d b ad n ew s” is m ore in tr ig u in g. R ead ers w ill w an t t o k n ow
w hy s o m e n ew s is g o od a n d s o m e is b ad .
In a d dit io n, m an y e m ail p ro gra m s d is p la y t h e ir st f e w w ord s o r lin es o f in co m in g m essa ges, e ve n b efo re t h e r e cip ie n t o pen s t h em . A s n ote d b y t h e s o cia l m ed ia
p ublic r e la tio ns e x p ert S te ve R ubel, y o u c a n “ tw eetif y ” t h e o pen in g lin es o f y o ur e m ail m essa ges t o m ake t h em s ta n d o ut. I n o th er w ord s, c h oose t h e ir st f e w
w ord s c a re fu lly t o g ra b y o ur r e ad er’s a tte n tio n. 8
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003441) T hin k o f t h e ir st
se n te n ce a s a n e x te n sio n o f y o ur s u bje ct lin e.
A ttit u des a b out e m otic o ns in b usin ess c o m munic a tio n a re c h an gin g; y o u’ll h ave t o u se y o ur b est ju dgm en t in e ve ry c a se .
A s a le an m ed iu m , e m ail c a n p re se n t c h alle n ges w hen y o u n eed t o e x p re ss e m otio nal n uan ce s, w heth er p osit iv e o r n ega tiv e . F o r y e ars, u se rs o f e m ail ( a s w ell a s
m essa gin g a n d t e x t m essa gin g) h ave u se d a v a rie ty o f emotic ons t o e x p re ss e m otio ns in c a su al c o m munic a tio n. F o r e xa m ple , t o e x p re ss s y m path y a s a w ay t o
t a ke s o m e o f t h e s tin g o ut o f n ega tiv e n ew s, o ne m ig h t u se a “ fr o w ny f a ce ,” e it h er t h e :( c h ara cte r s tr in g o r a g ra p hic a l e m otic o n s u ch a s o r o ne o f t h e c o lo rfu l
an d s o m etim es a n im ate d c h ara cte rs a va ila b le in s o m e s y ste m s.
D IG IT A L + S O CIA L + M OBIL E : T O DAY ’S C O M M UN IC AT IO N E N VIR O NM EN T
W ill E m otic o n s G iv e Y o u r C are er a F ro wn y F a ce ?
Yo ur p ro je ct t e am h as ju st b een r e p rim an ded b y t h e b oss f o r m is sin g a d ead lin e. Y o ur c o lle agu es le ft t h e m eetin g g ru m blin g a b out b ein g c rit ic iz e d in p ublic
a fte r w ork in g n ig h ts a n d w eeke n ds, a n d y o u f e ar t h at m ora le w ill s lip .
Yo u c o uld c ra ft a n in sp ir a tio nal m essa ge t o s o oth e t h e b ru is e d e go s a n d g et t h e t e am ’s e n erg y t u rn ed a ro und in a p osit iv e d ir e ctio n. H ow eve r, w rit in g s u ch a
m essa ge c o uld b e r is k y b eca u se w orld -w eary t e am mate s m ig h t ju st b ru sh it o ff a s “ h ap pyta lk ” a n d r e se n t y o u f o r t r y in g t o b e a c h eerle ad er.
A lt e rn ativ e ly , y o u c o uld s u ggest t h at y o ur c o lle agu es lig h te n u p a n d s ta y f o cu se d o n t h e u lt im ate g o al o f t h e p ro je ct. H ow eve r, y o u a lr e ad y k n ow t h at t e llin g
gru m py p eo ple t o c h eer u p is a s u re ir e w ay t o m ake m ost o f t h em e ve n g ru m pie r.
In ste ad , y o u o pt f o r a q uic k b it o f g en tle s a rc a sm , d esig n ed t o h elp r e le ase t h e n ega tiv e e m otio ns in a c o lle gia l w ay. W hen y o u g et b ack t o y o ur d esk , y o u w rit e
t h e f o llo w in g in sta n t m essa ge: /
Well, let’s pic k up the piec es of our shatt ered lives and mo ve on ;-)
T he o ve r-th e-to p p hra sin g is a s u btle w ay t o r e m in d e ve ry o ne t h at t h e c rit ic is m w asn ’t a ll that t r a u m atic , a n d t h at w in kin g e m otic o n t e lls e ve ry o ne t o lig h te n
u p w it h out a ctu ally s a y in g s o . T he a p pare n t s a rc a sm c o nnects w it h p eo ple w ho a re m arin atin g in t h eir n ega tiv e e m otio ns, b ut it ’s r e ally a p ep t a lk d is g u is e d a s
sa rc a sm .
Then y o u w orry t h at t h e e m otic o n w ill s e em u npro fe ssio nal, s o y o u r e p la ce it w it h a s im ple p erio d:
W ell, let’s pic k up the piec es of our shatt ered lives and mo ve on.
O ops. T hat o ne m in or c h an ge t o m ake t h e m essa ge m ore p ro fe ssio nal t u rn ed it in to a s ta te m en t o f r e sig n ed s a d ness. Y o u s e arc h y o ur k e y b oard f o r a n y
acce p ta b le s y m bol t h at m ig h t h elp :
W ell, let’s pic k up the piec es of our shatt ered lives and mo ve on!
G re at, n ow y o u’v e m an aged t o s o und b it te r a n d d em an din g a t t h e s a m e t im e.
G iv e n t h e d if ic u lt y o f c o m munic a tin g e m otio nal n uan ce in le an m ed ia s u ch a s m essa gin g a n d e m ail, a re e m otic o ns r e ally a ll t h at b ad ? T he a n sw er d ep en ds o n
th e s it u atio n, y o ur r e la tio nsh ip w it h y o ur a u die n ce , a n d t h e c o m pan y c u lt u re . U ntil e m otic o ns b eco m e m ore w id ely a cce p te d in b usin ess c o m munic a tio n, it ’s
w is e t o e rr o n t h e s id e o f c a u tio n.
C A REER A PPLIC AT IO NS
1. As a m an ager, w hat r e actio n w ould y o u h ave t o jo b a p plic a n ts w ho u se e m otic o ns in t h eir e m ail m essa ges?
2. A re e m otic o ns ju st a g en era tio nal d if fe re n ce in p ersp ectiv e , o r is t h ere m ore t o t h e is su e? E xp la in y o ur a n sw er.
In p ast y e ars, t h e u se o f e m otic o ns w as w id ely r e ga rd ed a s u npro fe ssio nal a n d t h ere fo re a d vis e d a ga in st in b usin ess c o m munic a tio n. R ece n tly , t h ough , a n
in cre asin g n um ber o f p ro fe ssio nals s e em t o b e u sin g t h em , p artic u la rly f o r c o m munic a tio n w it h c lo se c o lle agu es, e ve n a s o th er p ro fe ssio nals c o ntin ue t o v ie w
th em a s e v id en ce o f la zy o r im matu re w rit in g. 9
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003443) In t h e f a ce o f t h ese
co nlic tin g p ersp ectiv e s, t h e b est a d vic e is t o u se c a u tio n. A vo id e m otic o ns f o r a ll t y p es o f e x te rn al c o m munic a tio n a n d f o r f o rm al in te rn al c o m munic a tio n, a n d
avo id t h ose b rig h t y e llo w g ra p hic a l e m otic o ns ( a n d p artic u la rly a n im ate d e m otic o ns) in a ll b usin ess c o m munic a tio n.
C O M PLE T IN G E M AI L M ESSA G ES
Partic u la rly f o r im porta n t m essa ges, t a kin g a f e w m om en ts t o r e v is e a n d p ro ofr e ad m ig h t s a ve y o u h ours o f h ead ach es a n d d am age c o ntr o l. T he m ore im porta n t
th e m essa ge, t h e m ore c a re fu lly y o u n eed t o p ro ofr e ad . A ls o , f a vo r s im plic it y w hen it c o m es t o p ro ducin g y o ur e m ail m essa ges. A c le an , e asily r e ad ab le f o nt, in
b la ck o n a w hit e b ack g ro und, is s u fic ie n t f o r n early a ll e m ail m essa ges. T a ke a d va n ta ge o f y o ur e m ail s y ste m ’s a b ilit y t o in clu de a n em ail s ig n atu re
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000330A ) , a s m all ile t h at
au to m atic a lly in clu des s u ch it e m s a s y o ur f u ll n am e, t it le , c o m pan y, a n d c o nta ct in fo rm atio n a t t h e e n d o f y o ur m essa ges. /
Thin k t w ic e b efo re h it tin g “ S en d.” A s im ple m is ta ke in y o ur c o nte n t o r d is tr ib utio n c a n c a u se m ajo r h ead ach es.
W hen y o u’r e r e ad y t o d is tr ib ute y o ur m essa ge, p au se t o v e rif y w hat y o u’r e d oin g b efo re y o u c lic k “ S en d.” M ake s u re y o u’v e in clu ded e ve ry o ne n ece ssa ry —a nd
no o ne e ls e . D on’t c lic k “ R ep ly A ll” w hen y o u m ean t o s e le ct “ R ep ly .” T he d if fe re n ce c o uld b e e m barra ssin g o r e ve n c a re er t h re ate n in g. D on’t in clu de p eo ple in t h e
cc ( c o urte sy c o py o r “ c a rb on c o py,” h is to ric a lly ) o r b cc ( b lin d c o urte sy c o py) ie ld s u nle ss y o u k n ow h ow t h ese f e atu re s w ork . ( E ve ry o ne w ho r e ce iv e s t h e
m essa ge c a n s e e w ho is o n t h e c c lin e b ut n ot w ho is o n t h e b cc lin e.) A ls o , d on’t s e t t h e m essa ge p rio rit y t o “ h ig h ” o r “ u rg en t” u nle ss y o ur m essa ge is t r u ly
u rg en t. A nd if y o u in te n d t o in clu de a n a tta ch m en t, b e s u re t h at it is in deed a tta ch ed .
To r e v ie w t h e t ip s a n d t e ch niq ues f o r s u cce ssfu l e m ail, s e e T a ble 7 .1
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P7001012451000000000000000003164) a n d “C h eck lis t:
C re a tin g E ffe ctiv e E m ail M essa ges
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000031A 0) ,” o r s e le ct C h ap te r 7
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003055# P7001012451000000000000000003055) a t r e a l-
t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) .
T A BLE 7 .1 T ip s f o r E ffe ctiv e E m ail M essa ge s
Tip W hy I t ’s I m porta n t
W hen y o u r e q uest in fo rm atio n o r a ctio n, m ake it c le ar w hat y o u’r e a sk in g
fo r, w hy it ’s im porta n t, a n d h ow s o on y o u n eed it ; d on’t m ake y o ur
re ad er w rit e b ack f o r d eta ils .
P eo ple w ill b e t e m pte d t o ig n ore y o ur m essa ges if t h ey ’r e n ot c le ar a b out w hat
yo u w an t o r h ow s o on y o u w an t it .
W hen r e sp ondin g t o a r e q uest, e it h er p ara p hra se t h e r e q uest o r in clu de
en ough o f t h e o rig in al m essa ge t o r e m in d t h e r e ad er w hat y o u’r e
re p ly in g t o .
So m e b usin essp eo ple g et h undre d s o f e m ail m essa ges a d ay a n d m ay n eed t o
b e r e m in ded w hat y o ur s p eci ic r e sp onse is a b out.
If p ossib le , a vo id s e n din g lo ng, c o m ple x m essa ges v ia e m ail. L ong m essa ges a re e asie r t o r e ad a s a tta ch ed r e p orts o r w eb c o nte n t.
A dju st t h e le ve l o f f o rm alit y t o t h e m essa ge a n d t h e a u die n ce . O ve rly f o rm al m essa ges t o c o lle agu es c a n b e p erc e iv e d a s s tu ffy a n d d is ta n t;
o ve rly in fo rm al m essa ges t o c u sto m ers o r t o p e xe cu tiv e s c a n b e p erc e iv e d a s
d is re sp ectfu l.
A ctiv a te a s ig n atu re ile , w hic h a u to m atic a lly p aste s y o ur c o nta ct
in fo rm atio n in to e ve ry m essa ge y o u c re ate .
A s ig n atu re s a ve s y o u t h e t r o uble o f r e ty p in g v it a l in fo rm atio n a n d e n su re s t h at
re cip ie n ts k n ow h ow t o r e ach y o u t h ro ugh o th er m ean s.
D on’t le t u nre ad m essa ges p ile u p in y o ur in box. Yo u’ll m is s im porta n t in fo rm atio n a n d c re ate t h e im pre ssio n t h at y o u’r e
ig n orin g o th er p eo ple .
N eve r t y p e in a ll c a p s. A LL CA PS A RE I N TER PR ETED A S S CR EA M IN G.
D on’t o ve rfo rm at y o ur m essa ges w it h b ack g ro und c o lo rs, m ult ic o lo re d
ty p e, u nusu al f o nts , a n d s o o n.
Su ch m essa ges c a n b e d if ic u lt a n d a n noyin g t o r e ad o n s cre en .
R em em ber t h at m essa ges c a n b e f o rw ard ed a n yw here a n d s a ve d f o re ve r. D on’t le t a m om en t o f a n ger o r p oor ju dgm en t h au nt y o u f o r t h e r e st o f y o ur
ca re er. /
Tip W hy I t ’s I m porta n t
Use t h e “ r e tu rn r e ce ip t r e q ueste d ” f e atu re o nly f o r t h e m ost c rit ic a l
m essa ges.
T his f e atu re t r ig gers a m essa ge b ack t o y o u w hen eve r s o m eo ne r e ce iv e s o r
open s y o ur m essa ge; m an y c o nsid er t h is a n in va sio n o f p riv a cy.
M ake s u re y o ur c o m pute r h as u p-to -d ate v ir u s p ro te ctio n. O ne o f t h e w orst b re ach es o f “ n etiq uette ” is in fe ctin g o th er c o m pute rs b eca u se
y o u h ave n ’t b oth ere d t o p ro te ct y o ur o w n s y ste m .
Pay a tte n tio n t o g ra m mar, s p ellin g, a n d c a p it a liz a tio n. So m e p eo ple d on’t t h in k e m ail n eed s f o rm al r u le s, b ut c a re le ss m essa ges m ake
yo u lo ok u npro fe ssio nal a n d c a n a n noy r e ad ers.
U se a cro nym s s p arin gly . S h orth an d s u ch a s I M HO ( in m y h um ble o pin io n) a n d L O L ( la u gh in g o ut lo ud)
ca n b e u se fu l in in fo rm al c o rre sp onden ce w it h c o lle agu es, b ut a vo id u sin g t h em
in m ore f o rm al m essa ges.
C H EC K LIS T Cr eating Effecti ve Email Messages
A . Pla n nin g e m ail m essa ges
M ake s u re e ve ry e m ail m essa ge y o u s e n d is n ece ssa ry.
D on’t c c o r b cc a n yo ne w ho d oesn ’t r e ally n eed t o s e e t h e m essa ge.
F o llo w c o m pan y e m ail p olic y ; u ndersta n d t h e r e str ic tio ns y o ur c o m pan y p la ce s o n e m ail u sa ge.
P ra ctic e g o od e m ail h yg ie n e b y n ot o pen in g s u sp ic io us m essa ges, k e ep in g v ir u s p ro te ctio n u p t o d ate , a n d f o llo w in g o th er c o m pan y
gu id elin es.
F o llo w t h e c h ain o f c o m man d.
B. W rit in g e m ail m essa ges
R em em ber t h at b usin ess e m ail is m ore f o rm al t h an p erso nal e m ail.
R eco gn iz e t h at e m ail m essa ges c a rry t h e s a m e le ga l w eig h t a s o th er b usin ess d ocu m en ts .
P ay a tte n tio n t o t h e q ualit y o f y o ur w rit in g a n d u se c o rre ct g ra m mar, s p ellin g, a n d p unctu atio n.
M ake y o ur s u bje ct lin es in fo rm ativ e b y c le arly id en tif y in g t h e p urp ose o f y o ur m essa ge.
M ake y o ur s u bje ct lin es c o m pellin g b y w ord in g t h em in a w ay t h at in tr ig u es y o ur a u die n ce s.
U se t h e ir st f e w w ord s o f t h e e m ail b ody t o c a tc h t h e r e ad er’s a tte n tio n.
C . Co mple tin g e m ail m essa ges
R ev is e a n d p ro ofr e ad c a re fu lly t o a vo id e m barra ssin g m is ta ke s.
K eep t h e la yo ut o f y o ur m essa ges s im ple a n d c le an , p artic u la rly f o r m obile r e cip ie n ts .
U se a n e m ail s ig n atu re ile t o g iv e r e cip ie n ts y o ur c o nta ct in fo rm atio n.
D ouble -c h eck y o ur r e cip ie n t lis t b efo re s e n din g.
D on’t m ark m essa ges a s “ u rg en t” u nle ss t h ey t r u ly a re u rg en t. /
7.3 M essa ging
LEA R NIN G O BJE C T IV E
3 I d en tif y t h e a d va n ta ges a n d d is a d va n ta ges o f b usin ess m essa gin g s y ste m s.
T he S la ck p ro ile a t t h e b egin nin g o f t h e c h ap te r h ig h lig h ts t h e r a p id g ro w th o f m essa gin g
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003310) , a c a te go ry o f
co m munic a tio n t o ols w hose c o re f o cu s is c o nve rsa tio nal e xch an ges. I n c o ntr a st t o e m ail, w hic h is a d ig it a l a lt e rn ativ e t o p rin te d m em os a n d le tte rs, m essa gin g is
b est t h ough t o f a s a d ig it a l a lt e rn ativ e t o liv e v o ic e c o nve rsa tio n. M essa gin g t e ch nolo gie s in clu de t e x t m essa gin g o n m obile p hones, c o nve n tio nal in sta n t
m essa gin g ( IM ) s y ste m s, o nlin e c h at s y ste m s ( s u ch a s t h ose u se d b y m an y c o m pan ie s f o r c u sto m er s u pport) , a n d w ork p la ce m essa gin g s y ste m s s u ch a s S la ck
a n d it s c o m petit o rs.
A v a rie ty o f d ig it a l m essa gin g s o lu tio ns a re n ow a va ila b le , f r o m t e x t m essa gin g o n m obile d ev ic e s t o p riv a te g ro up m essa gin g s y ste m s.
M essa gin g is a d iv e rse c a te go ry, a n d v a rio us s y ste m s o ffe r a r a n ge o f c a p ab ilit ie s. T hey r a n ge f r o m s e m ip ublic s y ste m s s u ch a s s ta n dard t e x t m essa gin g o n
m obile p hones, in w hic h a n yo ne w it h y o ur p hone n um ber c a n s e n d y o u a m essa ge, t o p riv a te s y ste m s t h at a re c lo se d t o a n yo ne o th er t h an in vit e d m em bers.
S la ck a n d o th er e n te rp ris e m essa gin g s y ste m s a re c a tc h in g o n w it h m an y b usin esse s b eca u se t h ey d o a b ette r jo b o f e n ab lin g a n d c a p tu rin g t h e c o m munic a tio n
lo w s t h at t e am s, d ep artm en ts , a n d o th er g ro ups n eed in o rd er t o w ork t o geth er s u cce ssfu lly . M essa gin g is a ls o a f u nctio n a va ila b le o n m an y c o lla b ora tio n
pla tfo rm s a n d s o cia l n etw ork s. A nd m essa gin g is n ’t s tr ic tly lim it e d t o h um an -to -h um an e xch an ges. A s t h e F u tu re o f Co mmunic a tio n b ox o n p age 2 78
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003f7 a# page_2 78) in Ch ap te r 1 0
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003e0 0# P7001012451000000000000000003E00) p oin ts o ut,
a u to m ate d m essa gin g b ots c a n p artic ip ate in s im ple c o nve rsa tio nal e xch an ges a n d a ssis t u se rs w it h v a rio us b usin ess t a sk s.
M OBIL E A PP
Tele gra m is a f r e e m essa gin g a p p t h at o ffe rs o ne-o n-o ne a n d g ro up c h at c a p ab ilit ie s.
AD VAN TA G ES AN D D IS AD VAN TA G ES O F M ESSA G IN G
Messa gin g o ffe rs s e ve ra l k e y b en eit s o ve r e m ail:
T he a b ilit y t o m im ic liv e c o nve rsa tio n
Im pro ve d s e cu rit y
In sta n ta n eo us d eliv e ry /
Messa gin g o ffe rs s e ve ra l k e y b en eit s o ve r e m ail f o r s p eci ic c o m munic a tio n p urp ose s, s o it ’s n ot s u rp ris in g t h at it h as b een s te ad ily r e p la cin g e m ail in m an y
ap plic a tio ns in r e ce n t y e ars. F ir st, b eca u se it m im ic s v o ic e c o nve rsa tio n t o a h ig h d egre e, it is b ette r s u it e d t o b ack -a n d-fo rth e xch an ges t h an e m ail a n d o th er
d ig it a l f o rm ats . I f y o u’v e e ve r t r ie d t o c a rry o n a c o nve rsa tio n v ia e m ail o r F ace b ook c o m men ts , y o u k n ow h ow a go niz in gly s lo w it c a n b e t o w ait f o r t h e o th er
p erso n t o r e sp ond. S eco nd, w it h c lo se d s y ste m s s u ch a s S la ck , a d m in is tr a to rs c a n c h oose w ho is a llo w ed t o p artic ip ate , w hic h m ean s t h ey c a n b lo ck o ut a ll
o uts id e d is tr a ctio ns a n d t h re ats . 1 0
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003445) U nlik e e m ail, w hic h
h as n o c e n tr a liz e d c o ntr o l m ech an is m o n t h e I n te rn et, t h ese p riv a te m essa gin g s y ste m s s p are u se rs f r o m m an y o f t h e o ve rlo ad p ro ble m s a n d s e cu rit y t h re ats
th at p la gu e m ail. T hir d , t h e in sta n ta n eo us n atu re o f m essa gin g m ake s it t h e b est c h oic e w hen s e n ders w an t m essa ges t o b e s e en a n d a cte d o n im med ia te ly . ( E m ail
s y ste m s c a n b e s e t u p w it h a le rts t o t e ll r e ce iv e rs a b out in co m in g m essa ges, b ut t h e e m ail m essa ges s till n eed t o b e o pen ed b efo re t h ey c a n b e r e ad .)
RE AL-T IM E UP DAT ES
L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE
T he s e cu rit y w orrie s b eh in d t h e s u rg e i n b usin ess m essa gin g
Fin d o ut w hy m obile m essa gin g a p ps c a n b e s e cu rit y r is k s. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in
t h e S tu den ts s e ctio n.
M essa gin g d oes h ave s e ve ra l p ote n tia l d ra w back s. F ir st, f o r r e al- tim e c o nve rsa tio nal e xch an ge, u se rs o f a ll s y ste m s a re a t t h e m erc y o f o th er u se rs’ t y p in g s p eed
an d a ccu ra cy, w hic h c a n m ake m essa gin g a n noyin gly s lo w in s o m e c a se s. S eco nd, m essa gin g s y ste m s v a ry w id ely in t h eir le ve ls o f s e cu rit y a n d p riv a cy, a n d p ublic
I M s y ste m s a re n ’t a s s e cu re a s p riv a te , e n te rp ris e -le ve l s y ste m s. B ut e ve n c lo se d m essa gin g s y ste m s s u ch a s S la ck a re a t r is k f r o m s e cu rit y a tta ck s. T hir d , lik e
e m ail, m essa gin g is a le an m ed iu m w it h lit tle o pportu nit y t o c o nve y n onve rb al s ig n als , w hic h in cre ase s t h e c h an ce s o f m is in te rp re ta tio n. 11
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003447)
M essa gin g is v u ln era b le t o o th er p eo ple ’s t y p in g s k ills , s y ste m s a re v u ln era b le t o s e cu rit y a tta ck s ( a lt h ough g en era lly le ss v u ln era b le t h an e m ail) ,
a n d it is a le an m ed iu m w it h p ote n tia l f o r m is co m munic a tio n.
G UI DELIN ES F O R S UC CE SSF UL M ESSA G IN G
Alt h ough m essa ges a re o fte n c o nce iv e d , w rit te n , a n d s e n t w it h in a m atte r o f s e co nds, y o u c a n s till a p ply k e y p rin cip le s o f t h e t h re e-s te p p ro ce ss:
A lt h ough y o u d on’t p la n in div id ual in sta n t m essa ges in t h e u su al w ay, v ie w im porta n t m essa gin g e xch an ges a s c o nve rsa tio ns w it h s p eci ic g o als . /
Pla n nin g i n sta n t m essa ges. V ie w e ve ry e xch an ge a s a c o nve rsa tio n; w hile y o u m ay n ot d elib era te ly p la n e ve ry in div id ual s ta te m en t y o u m ake o r
questio n y o u p ose , t a ke a m om en t t o p la n t h e o ve ra ll e xch an ge. I f y o u’r e r e q uestin g s o m eth in g, t h in k t h ro ugh e xa ctly w hat y o u n eed a n d t h e m ost
e ffe ctiv e w ay t o a sk f o r it . I f s o m eo ne is a sk in g y o u f o r s o m eth in g, c o nsid er h is o r h er n eed s a n d y o ur a b ilit y t o m eet t h em b efo re y o u r e sp ond. A nd
alt h ough y o u r a re ly n eed t o o rg a n iz e in sta n t m essa ges in t h e s e n se o f c re atin g a n o utlin e, t r y t o d eliv e r in fo rm atio n in a c o here n t, c o m ple te w ay t h at
m in im iz e s t h e n um ber o f in div id ual m essa ges r e q uir e d .
W rit in g i n sta n t m essa ges. A s w it h e m ail, t h e a p pro pria te w rit in g s ty le f o r b usin ess m essa gin g is m ore f o rm al t h an t h e s ty le y o u m ay b e a ccu sto m ed t o
w it h p erso nal I M o r t e x t m essa gin g. Y o u s h ould g en era lly a vo id a cro nym s ( s u ch a s FWIW f o r “ fo r w hat it ’s w orth ” o r HTH f o r “ h ope t h at h elp s”) e xce p t
w hen c o m munic a tin g w it h c lo se c o lle agu es. I n t h e e xch an ge in Fig u re 7 .4
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031FC ) , n otic e h ow
th e p artic ip an ts c o m munic a te q uic k ly a n d r a th er in fo rm ally b ut s till m ain ta in g o od e tiq uette a n d a p ro fe ssio nal t o ne. T his s ty le is e ve n m ore im porta n t
if y o u o r y o ur s ta ff u se m essa gin g t o c o m munic a te w it h c u sto m ers a n d o th er o uts id e a u die n ce s.
F ig u re 7 .4 I n sta n t M essa gin g f o r B usin ess C o m munic a tio n
In sta n t m essa gin g is w id ely u se d in b usin ess, b ut in m ost c a se s y o u s h ould n ot u se t h e s a m e in fo rm al s ty le o f c o m munic a tio n y o u p ro bab ly u se f o r
m essa gin g w it h y o ur f r ie n ds a n d f a m ily .
C o m ple tin g i n sta n t m essa ges. O ne o f t h e b ig gest a ttr a ctio ns o f m essa gin g is t h at t h e c o m ple tin g s te p is s o e asy. Y o u d on’t h ave t o p ro duce t h e m essa ge
in t h e u su al s e n se , a n d d is tr ib utio n is a s s im ple a s h it tin g “ E nte r” o r c lic k in g a “ S en d” b utto n. H ow eve r, d on’t s k ip o ve r t h e r e v is in g a n d p ro ofr e ad in g
ta sk s. Q uic k ly s ca n e ach m essa ge b efo re yo u s e n d it , t o m ake s u re y o u d on’t h ave a n y m is sin g o r m is sp elle d w ord s a n d t h at y o ur m essa ge is c le ar a n d
co m ple te . K eep in m in d t h at m an y c o rp ora te m essa gin g s y ste m s s to re e ve ry m essa ge, a n d s y ste m s s u ch a s S la ck m ake t h em e asily s e arc h ab le , t o o, s o
e ve n b rie f m essa ges t h at y o u s e n d in a h urry b eco m e p art o f a p erm an en t r e co rd .
R ega rd le ss o f t h e s y ste m y o u’r e u sin g, y o u c a n m ake m essa gin g m ore e fic ie n t a n d e ffe ctiv e b y f o llo w in g t h ese t ip s: 1 2
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003449) /
Su cce ssfu l m essa gin g s ta rts w it h b ein g t h ough tfu l a n d c o urte o us.
B e t h ou gh tfu l a n d c o u rte o u s. P eo ple c a n b e o ve rlo ad ed b y m essa ges ju st a s e asily a s t h ey c a n b y e m ails a n d s o cia l m ed ia u pdate s, s o d on’t w aste t im e
wit h c h atte r. W hen y o u w an t t o s ta rt a n e xch an ge, a sk t h e o th er p erso n if h e o r s h e is f r e e t o c h at, ju st a s y o u w ould k n ock o n s o m eo ne’s o fic e d oor
an d a sk if t h is is a g o od t im e t o t a lk . I n tr o duce y o urse lf if y o u’r e m essa gin g s o m eo ne in y o ur c o m pan y f o r t h e ir st t im e.
M ake y o u rse lf u nava ila ble w hen y o u n eed t o f o cu s o n o th er w ork . Y o u c a n r e se t y o ur a va ila b ilit y w hen a m essa gin g c o nve rsa tio n o r m eetin g is
s ch ed ule d .
If y o u ’r e n ot o n a s e cu re s y ste m , d on ’t s e n d c o n id en tia l i n fo rm atio n . Y o ur c o m pan y’s s e cu rit y p olic ie s m ay p ro hib it c e rta in t y p es o f
co m munic a tio n o n it s m essa gin g s y ste m .
Be e x tr e m ely c a re fu l a bou t s e n din g p erso n al m essa ges. T hey c lu tte r c o m munic a tio n c h an nels m ean t f o r b usin ess, a n d t h ey c a n e m barra ss r e cip ie n ts
if t h ey p op u p a t a w kw ard m om en ts .
D on ’t u se m essa gin g f o r i m pro m ptu m eetin gs i f y o u c a n ’t v e rify t h at e ve ry o n e c o n ce rn ed i s a va ila ble . Y o u r is k le av in g im porta n t c o ntr ib uto rs o ut
of t h e lo op o th erw is e .
D on ’t u se m essa gin g f o r l e n gth y, c o m ple x m essa ges. E m ail a n d o th er f o rm ats a re b ette r f o r t h ose .
T ry t o a vo id c a rry in g o n m ult ip le c o n ve rsa tio n s a t o n ce. T his m in im iz e s t h e c h an ce o f s e n din g m essa ges t o t h e w ro ng p eo ple o r m akin g o ne p erso n
w ait w hile y o u t e n d t o a n oth er c o nve rsa tio n.
Fo llo w a ll s e cu rit y g u id elin es. T hese a re d esig n ed t o k e ep y o ur c o m pan y’s in fo rm atio n a n d s y ste m s s a fe f r o m a tta ck .
To r e v ie w t h e a d vic e f o r e ffe ctiv e m essa gin g in t h e w ork p la ce , s e e “C h eck lis t: U sin g M essa gin g P ro d uctiv e ly
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P7001012451000000000000000003227) ” o r s e le ct C h ap te r 7
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003055# P7001012451000000000000000003055) a t r e a l-
t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) .
C H EC K LIS T Using Messaging Pr oducti vel y
Pay a tte n tio n t o s e cu rit y a n d p riv a cy is su es a n d b e s u re t o f o llo w a ll c o m pan y g u id elin es.
T re at m essa gin g a s a p ro fe ssio nal c o m munic a tio n m ed iu m , n ot a n in fo rm al, p erso nal t o ol; a vo id u sin g m essa gin g s la n g w it h a ll b ut c lo se c o lle agu es.
M ain ta in g o od e tiq uette , e ve n d urin g s im ple e xch an ges.
P ro te ct y o ur o w n p ro ductiv it y b y m akin g y o urse lf u nava ila b le w hen y o u n eed t o f o cu s.
In m ost in sta n ce s, d on’t u se m essa gin g f o r c o m ple x o r p erso nal m essa ges. /
7.4 W eb si te C o n te n t
LEA R NIN G O BJE C T IV E
4 E xp la in w hy o rg a n iz in g w eb sit e c o nte n t is s o c h alle n gin g, a n d e x p la in t h e c o nce p t o f in fo rm atio n a rc h it e ctu re .
Yo u p ro bab ly w on’t d eve lo p w eb c o nte n t a s o fte n a s y o u u se e m ail, s o cia l n etw ork s, a n d o th er m ed ia , b ut m ost c o m pan ie s h ave a t le ast a b asic w eb sit e , a n d y o u
m ig h t b e in vo lv e d in p la n nin g o r e x p an din g o n it . M ost o f w hat y o u’r e le arn in g a b out u sin g o th er d ig it a l m ed ia is r e le va n t t o w eb sit e c o nte n t a s w ell, a lt h ough t h e
uniq ue n atu re o f w eb sit e s p re se n ts s o m e s p ecia l c h alle n ges. ( T he in fo rm atio n h ere a p plie s t o c o nve n tio nal w eb c o nte n t. B lo gs a n d w ik is a re c o ve re d in Ch ap te r
8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003454# P7001012451000000000000000003454) .)
O RGAN IZI NG W EB SIT E C O NTEN T
MOBIL E A PP
W eeb ly o ffe rs a s im ple w ay t o c re ate m obile -fr ie n dly w eb sit e s.
T he v e rsa tilit y o f w eb sit e s c a n b e b oth a b le ssin g a n d a c u rse . I t’s a b le ssin g b eca u se a s in gle w eb p re se n ce c a n s e rv e m ult ip le p urp ose s f o r m ult ip le a u die n ce s.
F o r e xa m ple , a c o m pan y w eb sit e c a n h ave s e ctio ns f o r p ote n tia l e m plo ye es, in ve sto rs, f u tu re c u sto m ers, c u rre n t c u sto m ers, b usin ess p artn ers, t h e m ed ia , a n d
m em bers o f t h e lo ca l c o m munit y . A nyo ne w ho w an ts t o le arn m ore a b out t h e c o m pan y c a n v is it t h e w eb sit e a n d in d w hat h e o r s h e n eed s.
T H E F U TURE O F C O M M UN IC AT IO N
Tele p ath ic C o m mun ica tio n
M en ta l t e le p ath y—s en din g a n d r e ce iv in g m essa ges p ure ly t h ro ugh t h e p ow er o f t h e m in d—h as lo ng b een a s ta p le o f s cie n ce ic tio n a n d t h e p ro vin ce o f
psy ch ic s. H ow eve r, s o m e r u dim en ta ry e x p erim en ts in t e ch nolo gy-e n ab le d t e le p ath y s h ow a t le ast a h in t o f p ro m is e t h at t e le p ath y c o uld a d d a n in tr ig u in g
ele m en t t o b usin ess c o m munic a tio n in t h e f u tu re .
U sin g e x is tin g m ed ic a l t e ch nolo gie s f o r s e n sin g a n d s tim ula tin g b ra in a ctiv it y , s cie n tis ts a t t h e U niv e rsit y o f W ash in gto n d em onstr a te d a s im ple v id eo g a m e in
w hic h o ne u se r’s t h ough ts c o ntr o lle d a s e co nd u se r’s p hysic a l m otio ns. W hen t h e ir st u se r s a w s o m eth in g o n h is s cre en a n d m ad e a d ecis io n a b out h ow t o
r e act ( w it h out a ctu ally m ovin g h is h an d), t h at b ra in a ctiv it y w as d ete cte d a n d t r a n sm it te d t o a s e co nd u se r. U sin g e sse n tia lly t h e r e ve rse t e ch nolo gy, t h e
decis io n t h e ir st u se r m ad e w ould s tim ula te t h e b ra in o f t h e s e co nd u se r a n d c a u se h im t o m ove h is h an d t o im ple m en t t h e d ecis io n v ia h is g a m e c o ntr o lle r. I n
a s e p ara te t e st, a n in te rn atio nal t e am o f r e se arc h ers s h ow ed it w as p ossib le t o s e n d s im ple v e rb al m essa ges u sin g a s im ila r c o nce p t o f e n co din g a n d d eco din g.
If t h e t e ch nolo gy h as p ra ctic a l a p plic a tio ns, it is y e ars a w ay f r o m b ein g r e ad y f o r t h e m ark e t. T he p ote n tia l is m in dbogglin g t o c o nsid er, t h ough . I m agin e ju st
th in kin g u p a m essa ge a n d h av in g it a p pear o n a c o lle agu e’s m obile s cre en o r, b ette r y e t, d ir e ctly in h is o r h er m in d. F ace b ook CE O M ark Z u ck e rb erg h as /
sp ecu la te d o n t h is v e ry p ossib ilit y .
E ve n if it n eve r a ch ie ve s m ain str e am u se , t e ch nolo gic a l t e le p ath y c o uld b e a b oon f o r p eo ple w it h s e n so ry o r m oto r is su es t h at p re ve n t t h em f r o m u sin g
ex is tin g m odes o f s e n din g a n d r e ce iv in g m essa ges. T hey c o uld p ut t h e f u ll p ow er o f t h eir c re ativ e a n d a n aly tic a l m in ds d ir e ctly t o w ork w it h out b ein g s ty m ie d
b y la ye rs o f in put/ o utp ut t e ch nolo gy.
W HAT ’S Y O UR P R ED IC T IO N?
Look in to t h e c u rre n t r e se arc h o n t e ch nolo gy-e n ab le d t e le p ath y. I s it g ettin g c lo se t o p ra ctic a l a p plic a tio n? A sid e f r o m t h e t e ch nolo gic a l h urd le s, w hat o th er
h urd le rs w ill n eed t o b e o ve rc o m e t o m ake t h is a p ra ctic a l t o ol f o r c o m munic a tio n?
So u rc e s: C ait lin D ew ey, “ M ark Z u ck e rb erg S ay s t h e F u tu re o f C om munic a tio n I s T e le p ath y. H ere ’s H ow T hat W ou ld A ctu ally W ork ,” W ash in gt on P ost , 1 J u ly 2 015,
w ww.w ash in gto npost.c o m ( h ttp :/ /w ww.w ash in gto n post.c om ) ; U niv e rsit y o f W ash in gto n N eu ra l S y ste m s L ab ora to ry, “ D ir e ct B ra in -to -B ra in C om munic a tio n i n H um an s: A P ilo t S tu dy,”
1 2 A ugu st 2 013, n eu ra l.c s.w ash in gto n .e d u; C orin ne I o zzio , “ S cie n tis ts P ro ve T hat T e le p ath ic C om munic a tio n I s W it h in R each ,” S m ithso n ia n , 2 O cto b er 2 014, s m it h so nia n m ag .c o m
(h ttp :/ /sm it h so n ia n m ag.c om ) .
T hat v e rsa tilit y c a n a ls o b e c u rse , h ow eve r, b eca u se it m ake s w eb sit e s m ore d if ic u lt t o p la n a n d o rg a n iz e t h an v ir tu ally a n y o th er t y p e o f c o m munic a tio n. E ach o f
th e t a rg et a u die n ce s h as u niq ue in fo rm atio n n eed s a n d p ossib ly lit tle in te re st in t h e o th er m ate ria l t h at m ig h t b e o n t h e s it e . V is it o rs a ls o e n te r t h e s it e a t
d if fe re n t p oin ts . S o m e w ill t y p e in t h e t o p-le ve l U RL, s o m e w ill lin k t h ro ugh t o lo w er-le ve l p ages f r o m o th er w eb sit e s ( a p ro duct r e v ie w in a b lo g, f o r e xa m ple ),
a n d m an y w ill la n d o n s p eci ic p ages a fte r u sin g a s e arc h e n gin e.
T he v e rsa tilit y o f w eb sit e s c a n m ake t h em a c h alle n ge t o o rg a n iz e b eca u se d if fe re n t v is it o rs w an t d if fe re n t t y p es o f in fo rm atio n.
B eca u se t h e w eb is a m ult id im en sio nal m ed iu m , r e ad ers m ove a ro und in a n y o rd er t h ey p le ase ; t h ere o fte n is n o b egin nin g, m id dle , o r e n d. W hen o rg a n iz in g a
w eb sit e , y o u n eed t o a n tic ip ate t h e v a rio us p ath s y o ur r e ad ers w ill w an t t o f o llo w a n d m ake s u re y o u p ro vid e t h e r ig h t h yp erlin ks in t h e r ig h t p la ce s t o h elp
r e ad ers e x p lo re s u cce ssfu lly . P ro fe ssio nal w eb sit e d esig n ers u se t h e t e rm in fo rm atio n a rc h it e ctu re
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000330D ) to d escrib e t h e
co nte n t s tr u ctu re , la b elin g, a n d n av ig a tio nal lo w o f a ll t h e p arts o f a w eb sit e .
T hin kin g t h ro ugh t h e in fo rm atio n a rc h it e ctu re o f a w eb sit e is e sse n tia l t o c re atin g a r e w ard in g e x p erie n ce f o r a ll v is it o rs.
In a s e n se , t h e in fo rm atio n a rc h it e ctu re is a t h re e-d im en sio nal o utlin e o f t h e s it e , s h ow in g ( 1 ) t h e v e rtic a l h ie ra rc h y o f p ages f r o m t h e h om ep age d ow n t o t h e
lo w er le ve l, ( 2 ) t h e h oriz o nta l d iv is io n o f p ages a cro ss t h e v a rio us s e ctio ns o f t h e s it e , a n d ( 3 ) t h e lin ks t h at t ie a ll t h ese p ages t o geth er, b oth in te rn ally ( b etw een
va rio us p ages o n t h e s it e ) a n d e x te rn ally ( b etw een t h e s it e a n d o th er w eb sit e s).
RE AL-T IM E UP DAT ES /
L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E
E xa m ple s o f e ffe ctiv e o n e-p age w eb d esig n
O ne P age L ove h as a la rg e g a lle ry o f s in gle -p age w eb d esig n s. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore
in t h e S tu den ts s e ctio n.
O n s im ple r s it e s w it h f e w c o nte n t c a te go rie s, t h e in fo rm atio n a rc h it e ctu re is f a ir ly s tr a ig h tfo rw ard . A r e ce n t t r e n d t o w ard one-pag e websit es , in w hic h a ll t h e
co nte n t is p re se n te d o n a s in gle , s cro llin g p age, r e p re se n ts t h e u lt im ate in w eb sit e s im plic it y . T hese s it e s c a n b e p artic u la rly g o od fo r m obile d ev ic e s b eca u se
n av ig a tin g t h em r e q uir e s n oth in g m ore t h an s im ple s cro llin g a ctio n b y t h e u se r. Co mpan ie s a ls o u se o ne-p age d esig n s f o r in div id ual s e ctio ns o f a la rg er w eb sit e .
H ow eve r, o n la rg e c o rp ora te o r o rg a n iz a tio nal w eb sit e s ( s u ch a s y o ur c o lle ge o r u niv e rsit y ’s w eb sit e ), t h e a rc h it e ctu re c a n b e e x tr e m ely c o m ple x , a n d it is t h e
in fo rm atio n a rc h it e ct’s jo b t o m ake e ach v is it o r’s e x p erie n ce a s s im ple a s p ossib le .
To o rg a n iz e a s it e e ffe ctiv e ly , f o llo w t h ese t ip s: 1 3
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000344B )
Sta rt d eve lo pin g t h e in fo rm atio n a rc h it e ctu re b y b ra in sto rm in g h ow a ll y o ur p ote n tia l v is it o rs w ill w an t t o u se t h e s it e .
B ra in sto rm a ll t h e lik e ly u sa ge s ce n ario s—w ho w ill v is it t h e s it e , w here w ill t h ey b e c o m in g f r o m , w hat w ill t h ey b e lo okin g f o r, a n d w hat t e rm s w ill t h ey
u se t o id en tif y t h e in fo rm atio n t h ey n eed ?
Id en tif y a ll t h e lik e ly e n tr y p oin ts t o t h e s it e a n d t h e t a rg et in fo rm atio n f o r e ach v is it o r s e gm en t.
Cr eate a m ap o r o th er v is u al t o ol ( w eb d esig n ers r e fe r t o t h ese a s wir eframe s ) t h at s h ow s a ll t h e p ath w ay s b etw een e n tr y p oin ts a n d t a rg et in fo rm atio n,
th en o rg a n iz e t h e c o nte n t a n d lin ks in t h e s im ple st, m ost d ir e ct w ay p ossib le .
M ake s u re v is it o rs c a n a lw ay s in d t h eir w ay b ack t o t h e t o p le ve l o f t h e s it e , e ve n if a s e arc h e n gin e lin k p lu nke d t h em o nto a p age d eep w it h in t h e s it e .
G iv e v is it o rs o ptio ns f o r in din g w hat t h ey w an t ( s e e F ig u re 7 .5
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P700101245100000000000000000326E) ). S o m e w ill
w an t t o s e arc h b y k e y t e rm s, f o r e xa m ple , w here as o th ers w ill p re fe r t o f o llo w c le arly d ein ed p ath s t h at d rill d ow n in to m ore s p eci ic in fo rm atio n ( s u ch
a s P ro ducts ▶ Co nsu m er P ro ducts ▶ T o ols ▶ H an dheld P o w er T o ols , f o r e xa m ple ). /
Fig u re 7 .5 R ead er-F rie n dly W eb D esig n
This p age f r o m Z ap pos’s w eb sit e s h ow s h ow t o o rg a n iz e c o nte n t in w ay s t h at h elp r e ad ers in d d esir e d in fo rm atio n q uic k ly . T he n um bere d lis t o n t h e le ft
s id e s e rv e s a s b oth a h ig h -le ve l o ve rv ie w a n d a c lic k a b le t a b le o f c o nte n ts , a n d s e le ctin g a n y it e m d is p la y s a o ne-s e n te n ce s u m mary a n d a m ore d eta ile d
d escrip tio n. R ead ers c a n q uic k ly e x p lo re a ll 1 0 v a lu es w it h out b ouncin g a ro und f r o m p age t o p age.
Cou rte sy o f Z ap pos.
B e c o nsis te n t w it h la b els a n d lin k b eh av io rs, a n d u se c o m monly a cce p te d t e rm in olo gy. F o r e xa m ple , w eb v is it o rs n ow e x p ect in fo rm atio n a b out a
c o m pan y t o b e o n a p age t it le d “ A bout U s.”
RE AL-T IM E UP DAT ES /
L E ARN M ORE B Y V IS IT IN G T H IS W EB SIT E
In tr ig u ed b y t h e c h alle n ge o f d esig n in g e ffe ctiv e w eb sit e s?
T he I n fo rm atio n A rc h it e ctu re I n stit u te c a n h elp y o u le arn m ore a b out t h e I A p ro fe ssio n. G o t o re a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al-
t im eu pdate s.c o m /b ct1 4) a n d s e le ct L earn M ore in t h e S tu den ts s e ctio n.
Thin k o f y o ur w eb sit e a s a n in fo rm atio n-d eliv e ry m ach in e t h at v is it o rs m ust le arn h ow t o o pera te in o rd er t o u se e fic ie n tly . B y m akin g y o ur m ach in e a s e asy t o
u se a s p ossib le , y o u’ll h elp v is it o rs in d w hat t h ey w an t q uic k ly a n d e n co ura ge t h em t o c o m e b ack f o r m ore .
D RAF TIN G W EB SIT E C O NTEN T
Eve ry th in g y o u k n ow a b out e ffe ctiv e w rit in g a p plie s t o w eb c o nte n t, b ut k e ep t h ese e x tr a p oin ts in m in d a s w ell ( s e e F ig u re 7 .6
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P700101245100000000000000000329A ) ): /
Fig u re 7 .6 W rit in g f o r t h e W eb
This p age f r o m t h e G oogle H elp f e atu re f o r G m ail d em onstr a te s s e ve ra l im porta n t p oin ts a b out e ffe ctiv e w eb w rit in g.
© G oogle . A ll r ig h ts r e se rv e d .
W it h t h e in ve rte d p yra m id s ty le , s u m mariz e t h e k e y p oin ts a t t h e b egin nin g o f a w eb page, t h en m ove o n t o p ro vid e d eta ils .
T a ke s p ecia l c a re t o b uild t r u st w it h y o ur in te n ded a u die n ce s, a s c a re fu l r e ad ers c a n b e s k e p tic a l o f o nlin e c o nte n t. M ake s u re y o ur c o nte n t is a ccu ra te ,
cu rre n t, c o m ple te , a n d a u th orit a tiv e .
W here ve r y o u c a n , u se t h e in vert ed pyr amid s ty le , in w hic h y o u b rie ly c o ve r t h e m ost im porta n t in fo rm atio n ir st a n d t h en g ra d ually r e ve al s u cce ssiv e
la ye rs o f d eta il—l ettin g r e ad ers c h oose t o s e e t h ose a d dit io nal la ye rs if t h ey w an t t o . /
Help r e ad ers a b so rb in fo rm atio n b y b re akin g it in to s m all, s e lf -c o nta in ed , e asily r e ad ab le c h unks t h at a re lin ke d t o geth er lo gic a lly . M an y r e ad ers d on’t
h ave t h e p atie n ce t o r e ad le n gth y p ages o nlin e.
P re se n t y o ur in fo rm atio n in a c o ncis e , s k im mab le f o rm at. E ffe ctiv e w eb sit e s u se a v a rie ty o f m ean s t o h elp r e ad ers s k im p ages q uic k ly , in clu din g lis ts ,
ca re fu l u se o f c o lo r a n d b old fa ce , in fo rm ativ e h ead in gs, a n d h elp fu l s u m marie s t h at g iv e r e ad ers a c h oic e o f le arn in g m ore if t h ey w an t t o .
U se d ir e ct a n d c o ncis e lin k n am es t h at s e rv e f o r b oth s it e n av ig a tio n a n d c o nte n t s k im min g. A bove a ll e ls e , c le arly id en tif y w here a lin k w ill t a ke r e ad ers.
D on’t u se c u te w ord pla y t h at o bscu re s t h e c o nte n t, a n d d on’t f o rc e r e ad ers t o c lic k t h ro ugh in o rd er t o ig u re o ut w here t h ey ’r e g o in g.
A s m uch a s p ossib le , a d ap t y o ur c o nte n t f o r a g lo bal a u die n ce . T ra n sla tin g c o nte n t is e x p en siv e , h ow eve r, s o s o m e c o m pan ie s c o m pro m is e b y loc alizing
th e h om ep age w hile k e ep in g t h e d eep er, m ore d eta ile d c o nte n t in it s o rig in al la n gu age. /
7.5 P od ca stin g
LEA R NIN G O BJE C T IV E
5 E xp la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o p odca stin g.
P od ca stin g ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003313) is t h e
pro ce ss o f r e co rd in g a u dio o r v id eo ile s a n d d is tr ib utin g t h em o nlin e. P o dca stin g c o m bin es t h e m ed ia r ic h ness o f v o ic e o r v is u al c o m munic a tio n w it h t h e
co nve n ie n ce o f p orta b ilit y . A udie n ce s c a n lis te n t o o r w atc h p odca sts o n a b lo g o r w eb sit e , o r t h ey c a n d ow nlo ad t h em t o p hones o r p orta b le m usic p la ye rs t o
c o nsu m e o n t h e g o . P artic u la rly w it h a u dio p odca sts , t h e h an ds-o ff, e ye s-o ff a sp ect m ake s t h em g re at f o r lis te n in g w hile d riv in g o r e xe rc is in g.
UN DER ST AN DIN G T H E B US IN ESS AP PLIC AT IO NS O F P O D CA ST IN G
Po dca stin g c a n b e u se d t o d eliv e r a w id e r a n ge o f a u dio a n d v id eo m essa ges.
P o dca stin g is a g o od c h oic e t o r e p la ce e x is tin g a u dio a n d v id eo m essa ges, s u ch a s o ne-w ay t e le co nfe re n ce s in w hic h a s p eake r p ro vid es in fo rm atio n w it h out
ex p ectin g t o e n ga ge in c o nve rsa tio n w it h t h e lis te n ers. T ra in in g is a n oth er g o od u se o f p odca stin g; y o u m ay h ave a lr e ad y t a ke n a c o lle ge c o urse v ia p odca sts .
M ark e tin g d ep artm en ts c a n r e p la ce e x p en siv e p rin te d b ro ch ure s w it h v id eo p odca sts t h at d em onstr a te n ew p ro ducts in a ctio n. S ale s r e p re se n ta tiv e s w ho t r a ve l
to m eet w it h p ote n tia l c u sto m ers c a n lis te n t o a u dio p odca sts o r v ie w v id eo p odca sts t o g et t h e la te st in fo rm atio n o n t h eir c o m pan ie s’ p ro ducts . H um an
re so urc e s d ep artm en ts c a n o ffe r v id eo t o urs o f t h eir c o m pan ie s t o e n tic e n ew r e cru it s . P o dca sts a re a ls o a u se fu l f e atu re o n b lo gs t o le t a u die n ce s lis te n t o o r
w atc h r e co rd in gs o f t h eir f a vo rit e b lo ggers.
AD APTIN G T H E T H RE E-S T EP P R O CE SS F O R S UC CE SSF UL P O D CA ST IN G
The t h re e-s te p p ro ce ss a d ap ts q uit e w ell t o p odca stin g.
A lt h ough it m ig h t n ot s e em o bvio us a t ir st, t h e t h re e-s te p w rit in g p ro ce ss a d ap ts q uit e n ic e ly t o p odca stin g. F ir st, f o cu s t h e p la n nin g s te p o n a n aly zin g t h e
sit u atio n, g a th erin g t h e in fo rm atio n y o u’ll n eed , a n d o rg a n iz in g y o ur m ate ria l. O ne v it a l p la n nin g s te p d ep en ds o n w heth er y o u in te n d t o c re ate p odca sts f o r
lim it e d u se a n d d is tr ib utio n ( s u ch a s a w eekly a u dio u pdate t o y o ur v ir tu al t e am ) o r a p od ca stin g c h an nel
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003316) w it h r e gu la r
re co rd in gs o n a c o nsis te n t t h em e, d esig n ed f o r a w id er p ublic a u die n ce . I f y o u in te n d t o c re ate a p odca stin g c h an nel, b e s u re t o t h in k t h ro ugh t h e r a n ge o f t o pic s
y o u w an t t o a d dre ss o ve r t im e t o v e rif y t h at y o u h ave a s u sta in ab le p urp ose . 14
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000344D ) If y o u b ounce f r o m
one t h em e t o a n oth er, y o u r is k lo sin g y o ur a u die n ce . 15 /
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P700101245100000000000000000344F) M ain ta in in g a
c o nsis te n t s ch ed ule is a ls o im porta n t; lis te n ers w ill s to p p ay in g a tte n tio n if t h ey c a n ’t c o unt o n r e gu la r u pdate s. 1 6
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003304# P7001012451000000000000000003451)
Ste erin g d ev ic e s s u ch a s t r a n sit io ns, p re v ie w s, a n d r e v ie w s a re v it a l in p odca sts .
A s y o u o rg a n iz e t h e c o nte n t f o r a p odca st, p ay c lo se a tte n tio n t o p re v ie w s, t r a n sit io ns, a n d r e v ie w s. T hese s te erin g d ev ic e s a re e sp ecia lly v it a l in a u dio r e co rd in gs
b eca u se a u dio la ck s t h e h ead in gs a n d o th er e le m en ts t h at a u die n ce s r e ly o n in p rin t m ed ia . M ore o ve r, s ca n nin g b ack a n d f o rth t o in d s p eci ic p arts o f a n a u dio
o r v id eo m essa ge is m uch m ore d if ic u lt t h an w it h t e x tu al m essa ges, s o y o u n eed t o d o e ve ry th in g p ossib le t o m ake s u re y o ur a u die n ce s u cce ssfu lly r e ce iv e s a n d
in te rp re ts y o ur m essa ge o n t h e ir st t r y.
P la n y o ur p odca st c o nte n t c a re fu lly ; e d it in g is m ore d if ic u lt w it h p odca sts t h an w it h t e x tu al m essa ges.
O ne o f t h e a ttr a ctio ns o f p odca stin g is t h e c o nve rsa tio nal, p erso n-to -p erso n f e el o f t h e r e co rd in gs, s o u nle ss y o u n eed t o c a p tu re e xa ct w ord in g, s p eakin g f r o m
an o utlin e a n d n ote s r a th er t h an a p re p are d s crip t is o fte n t h e b est c h oic e . H ow eve r, n o o ne w an ts t o lis te n t o r a m blin g p odca sts t h at t a ke s e ve ra l m in ute s t o g et
to t h e t o pic o r s tr u ggle t o m ake a p oin t, s o d on’t t r y t o m ake u p y o ur c o nte n t o n t h e ly . E ffe ctiv e p odca sts , lik e e ffe ctiv e s to rie s, h ave a c le ar b egin nin g, m id dle ,
an d e n d.
M OBIL E A PP
M obile P od ca ste r le ts y o u r e co rd a u dio p odca sts o n y o ur iO S d ev ic e s a n d in sta n tly p ost t h em o n y o ur
W ord Pre ss b lo g.
F o r b asic p odca sts , y o ur c o m pute r a n d p erh ap s e ve n y o ur s m artp hone m ig h t h ave t h e h ard w are y o u a lr e ad y n eed , a n d y o u c a n d ow nlo ad f r e e
re co rd in g s o ftw are .
T he c o m ple tin g s te p is w here p odca stin g d if fe rs m ost d ra m atic a lly f r o m w rit te n c o m munic a tio n, f o r t h e o bvio us r e aso n t h at y o u a re r e co rd in g a n d d is tr ib utin g
au dio o r v id eo ile s. P artic u la rly f o r m ore f o rm al p odca sts , s ta rt b y r e v is in g y o ur s crip t o r t h in kin g t h ro ugh y o ur s p eakin g n ote s b efo re y o u b egin t o r e co rd . T he
clo se r y o u c a n g et t o r e co rd in g y o ur p odca sts in o ne t a ke , t h e m ore p ro ductiv e y o u’ll b e.
M ost p erso nal c o m pute rs, s m artp hones ( s e e F ig u re 7 .7
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032D F) ), a n d o th er d ev ic e s
n ow h ave b asic a u dio r e co rd in g c a p ab ilit y , in clu din g b uilt -in m ic ro phones, a n d f r e e e d it in g s o ftw are s u ch a s A udacit y is a va ila b le o nlin e. I f y o u r e q uir e h ig h er /
pro ductio n q ualit y o r g re ate r le x ib ilit y , y o u’ll n eed a d dit io nal p ie ce s o f h ard w are a n d s o ftw are , s u ch a s a n a u dio p ro ce sso r ( to ilt e r o ut e x tr a n eo us n ois e a n d
oth erw is e im pro ve t h e a u dio s ig n al) , a m ix e r ( to c o m bin e m ult ip le a u dio o r v id eo s ig n als ), a b ette r m ic ro phone, m ore s o phis tic a te d r e co rd in g a n d e d it in g
so ftw are , a n d p erh ap s s o m e p hysic a l c h an ges in y o ur r e co rd in g lo ca tio n t o im pro ve t h e a co ustic s.
F ig u re 7 .7 M ob ile P od ca stin g
M obile p odca stin g a p ps m ake it e asy t o r e co rd p odca sts o n lo ca tio n.
Cou rte sy o f b ossjo ck s tu dio , w ww.b ossjo ck stu dio .c o m ( h ttp :/ /w ww.b ossjo ck stu dio .c om ) .
P o dca sts c a n b e d is tr ib ute d in s e ve ra l w ay s, in clu din g t h ro ugh m ed ia s to re s s u ch a s iT u nes, b y d ed ic a te d p odca st h ostin g s e rv ic e s, o r o n a b lo g w it h c o nte n t t h at
su pports t h e p odca st c h an nel.
F o r a q uic k r e v ie w o f t h e k e y p oin ts o f b usin ess p odca stin g, s e e “C h eck lis t: P la n nin g a n d P ro d ucin g B usin ess P od ca sts
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032E9) .” F o r m ore n ew s o n
podca stin g, v is it r e a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) a n d s e le ct C h ap te r 7
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003055# P7001012451000000000000000003055) .
C H EC K LIS T Planning and Pr oducing Business Podcasts
Consid er p odca stin g w hen eve r y o u h ave t h e o pportu nit y t o r e p la ce e x is tin g a u dio o r v id eo m essa ges. /
If y o u p la n a p odca st c h an nel w it h a r e gu la r s tr e am o f n ew c o nte n t, m ake s u re y o u’v e id en ti ie d a t h em e o r p urp ose t h at is r ic h e n ough t o s u sta in
y o ur e ffo rt.
P ay c lo se a tte n tio n t o p re v ie w s, t r a n sit io ns, a n d r e v ie w s t o h elp p re ve n t y o ur a u die n ce f r o m g ettin g lo st.
D ecid e w heth er y o u w an t t o im pro vis e o r s p eak f r o m a w rit te n s crip t.
If y o u im pro vis e , d o e n ough p la n nin g a n d o rg a n iz a tio n t o a vo id lo underin g a n d r a m blin g in s e arc h o f a p oin t.
R em em ber t h at e d it in g is m uch m ore d if ic u lt t o d o w it h a u dio o r v id eo t h an w it h t e x tu al m ed ia , s o p la n y o ur c o nte n t a n d r e co rd in g c a re fu lly .
C O M M UNIC AT IO N C H ALLEN GES A T Slack
Yo u w ork a s a p ro duct m an ager in S la ck ’s S an F ra n cis co o fic e s. I n t h is r o le y o u le ad a c ro ss-fu nctio nal t e am r e sp onsib le f o r d ein in g n ew f e atu re s f o r t h e S la ck
p la tfo rm a n d w ork in g w it h p ro fe ssio nals in e n gin eerin g, m ark e tin g, s a le s, a n d in an ce t o b rin g t h ese n ew c a p ab ilit ie s t o m ark e t. T hese p eo ple a re g eo gra p hic a lly
d is p erse d , s o m uch o f y o ur c o m munic a tio n t a ke s p la ce v ia w rit te n t e am m essa gin g, n ot in -p erso n o r o nlin e m eetin gs. A pply w hat y o u’v e le arn ed a b out
m essa gin g t o a d dre ss t h ese t w o c h alle n ges.
IN D IV ID UAL C H AL LE N GE: S o ftw are c o m pan ie s u su ally k e ep w is h lis ts o f n ew f e atu re s, c o m bin in g r e q uests f r o m c u sto m ers, id eas s u bm it te d b y in sid ers, a n d
ca p ab ilit ie s t h at a re p art o f a lo ng-te rm p ro duct p la n . Ch oosin g w hic h o f t h ese id eas t o im ple m en t f o r a g iv e n s o ftw are u pdate is n o s im ple t a sk a n d o fte n
re q uir e s t r a d e-o ffs a m ong t im e, c o st, m ark e t d em an d, c o m petit iv e m ove s, s ta fin g, a n d o th er v a ria b le s. E arlie r t h is w eek, s o m eo ne f r o m t h e s a le s d ep artm en t s a id
c u sto m ers a re c la m orin g f o r a p artic u la r f e atu re , b ut t h e e n gin eers r e sp onded t h at it w ill t a ke t o o lo ng t o im ple m en t f o r t h e n ex t s ch ed ule d s o ftw are u pdate , s o
th ey p ro pose d a n in te rim c a p ab ilit y t h at t h ey a ck n ow le d ge is a g o od b ut n ot t r u ly g re at s o lu tio n. T he m ark e tin g p eo ple t h en c h im ed in w it h t h e c o nce rn t h at
p ro m otin g a le ss-th an -id eal f e atu re s e t c o uld d am pen t h e p ro duct’s m om en tu m in t h e m ark e tp la ce . A fte r t h is s p ir it e d d is cu ssio n h ad b een g o in g o n f o r s e ve ra l
d ay s, s o m eo ne o n t h e t e am f r o m a cco untin g w ro te , q uit e b lu ntly , t h at it w as t im e t o s to p a ll t h is c h atte r a n d m ake a d ecis io n a lr e ad y. H e s a id h e w as u nder
p re ssu re t o u pdate t h e e n gin eerin g a n d m ark e tin g b udgets , a n d h e c o uld n’t d o h is w ork if e ve ry o ne e ls e o n t h e t e am w as “ w an derin g a ro und in c ir c le s” w it h out
m akin g a d ecis io n.
In y o ur r o le a s t h e le ad er o f t h is t e am , w rit e a b rie f r e sp onse ( n o m ore t h an o ne p ara gra p h). B e s u re t o c o nsid er t h e n eed t o c o nve y w hate ve r in fo rm atio n y o u
in te n d t o s h are a n d t h e n eed t o s m ooth o ut t h e in ev it a b le t e n sio n t h e a cco unta n t’s m essa ge h as p ro duce d . M ake u p w hate ve r in fo rm atio n y o u n eed w hile
im agin in g y o urse lf in t h e r o le o f a p ro duct m an ager.
T EAM C H AL LE N GE: W it h a t e am a ssig n ed b y y o ur in str u cto r, d is cu ss t h e s ce n ario d escrib ed in t h e in div id ual c h alle n ge a b ove a n d id en tif y s e ve ra l o th er b usin ess
sce n ario s in w hic h im porta n t q uestio ns n eed t o b e b atte d a ro und b y v a rio us m em bers o f a t e am b efo re t h ey c a n r e ach a d ecis io n. A s w it h m an y d ecis io n-m akin g
ch alle n ges, t h ere is t e n sio n b etw een n eed in g t o m ake a d ecis io n a n d m akin g s u re y o u’v e c o lle cte d a n d a n aly ze d a ll t h e in fo rm atio n y o u n eed in o rd er t o m ake t h e
best p ossib le d ecis io n. B ra in sto rm a s e t o f g u id elin es t h at t e am s in a n y c o m pan y c o uld u se t o h an dle t h ese d ecis io n-m akin g c h alle n ges. P ro duce a b rie f d ocu m en t
th at c o uld b e p oste d o n a c o lla b ora tio n p la tfo rm s u ch a s S la ck . /
Quick L ea rn in g G uid e
KEY T ERM S
em ail s ig n atu re A s m all ile t h at a u to m atic a lly in clu des s u ch it e m s a s y o ur f u ll n am e, t it le , c o m pan y, a n d c o nta ct in fo rm atio n a t t h e e n d o f y o ur m essa ges
in fo rm atio n a rc h it e ctu re P la n o r m ap o f t h e c o nte n t s tr u ctu re , la b elin g, a n d n av ig a tio nal lo w o f a ll t h e p arts o f a w eb sit e
m essa gin g Ca te go ry o f c o m munic a tio n s y ste m in w hic h u se rs’ m essa ges a p pear o n e ach o th er’s s cre en s in sta n tly , w it h out t h e n eed t o b e o pen ed in div id ually ,
a s w it h e m ail; in clu des p hone-b ase d t e x t m essa gin g, c o nve n tio nal in sta n t m essa gin g, a n d w ork p la ce m essa gin g
p od ca stin g P ro ce ss o f r e co rd in g a u dio o r v id eo ile s a n d d is tr ib utin g t h em o nlin e
p od ca stin g c h an nel S erie s o f r e gu la r r e co rd in gs o n a c o nsis te n t t h em e
SUM MAR Y O F L E ARN IN G O BJE C T IV ES
1 Id en tify t h e m ajo r d ig it a l m ed ia f o rm ats a va ila ble f o r b u sin ess m essa ges, a n d l is t n in e c o m posit io n al m od es u se d i n d ig it a l m ed ia . M ajo r
dig it a l m ed ia f o r b usin ess m essa ges in clu de e m ail, m essa gin g, w eb c o nte n t, p odca stin g, s o cia l n etw ork s, in fo rm atio n- a n d m ed ia -s h arin g s it e s, w ik is ,
b lo ggin g a n d m ic ro blo ggin g, a n d o nlin e v id eo . T he n in e c o m posit io nal m odes u se d in d ig it a l c o m munic a tio n a re c o nve rsa tio ns, c o m men ts a n d
crit iq ues, o rie n ta tio ns, s u m marie s, r e fe re n ce m ate ria ls , n arra tiv e s, t e ase rs, s ta tu s u pdate s a n d a n nounce m en ts , a n d t u to ria ls .
2 D esc rib e t h e e vo lv in g r o le o f e m ail i n b u sin ess c o m munic a tio n , a n d e x p la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o e m ail
m essa ges. A s t h e e arlie st w id ely a va ila b le d ig it a l w rit te n m ed iu m , e m ail w as a p plie d t o a b ro ad r a n ge o f c o m munic a tio n t a sk s—s om e it w as w ell
s u it e d f o r a n d s o m e it w asn ’t . O ve r t im e, n ew er m ed ia s u ch a s in sta n t m essa gin g, b lo gs, a n d s o cia l n etw ork s h ave b een t a kin g o ve r s o m e o f t h ese
ta sk s, b ut e m ail r e m ain s a v it a l m ed iu m t h at is o ptim um f o r m an y p riv a te , s h ort t o m ed iu m -le n gth m essa ges.
T he t h re e-s te p p ro ce ss a d ap ts e asily t o e m ail c o m munic a tio n. O ne o f t h e m ost im porta n t p la n nin g d ecis io ns in c ra ftin g e m ail is m akin g s u re e ve ry
m essa ge h as a v a lu ab le p urp ose . A ny k e y p la n nin g d ecis io n s h ould , in m ost in sta n ce s, f o llo w t h e c h ain o f c o m man d in y o ur o rg a n iz a tio n; e m ailin g
ove r y o ur b oss’s h ead is a g o od w ay t o s tir u p r e se n tm en t. W hen w rit in g e m ail m essa ges, b ear in m in d t h at t h e e x p ecta tio ns o f w rit in g q ualit y a n d
fo rm alit y a re h ig h er in b usin ess e m ail. A ls o , p ay c lo se a tte n tio n t o t h e w ord in g o f a n e m ail m essa ge’s s u bje ct lin e; it o fte n d ete rm in es w heth er a n d
w hen r e cip ie n ts o pen a n d r e ad t h e m essa ge. E ffe ctiv e s u bje ct lin es a re b oth in fo rm ativ e ( c o ncis e ly id en tif y in g w hat t h e m essa ge is a b out) a n d
co m pellin g ( g iv in g r e cip ie n ts a r e aso n t o r e ad t h e m essa ge). Co mple tin g e m ail m essa ges is s tr a ig h tfo rw ard . P ro of a n d r e v is e m essa ges ( p artic u la rly
i m porta n t o nes), s tic k w it h a c le an d esig n , m ake u se o f t h e e m ail s ig n atu re f e atu re , a n d m ake s u re y o u d is tr ib ute t h e m essa ge t o t h e r ig h t p eo ple .
3 Id en tify t h e a d va n ta ges a n d d is a d va n ta ges o f b u sin ess m essa gin g s y ste m s. T he b en eit s o f m essa gin g in clu de it s a b ilit y t o m im ic
c o nve rsa tio nal e xch an ges, t h e a b ilit y t o a vo id m an y o f t h e d is tr a ctio ns a n d s e cu rit y t h re ats t h at a ffe ct e m ail, a n d it s in sta n ta n eo us n atu re . M essa gin g’s
d is a d va n ta ges in clu de it s d ep en den cy o n in div id ual u se rs’ t y p in g s k ills d urin g r e al- tim e e xch an ges, s o m e v u ln era b ilit y t o s e cu rit y t h re ats , a n d t h e
gen era l d is a d va n ta ges o f le an m ed ia .
4 /
4 Exp la in w hy o rg a n iz in g w eb sit e c o n te n t i s s o c h alle n gin g, a n d e x p la in t h e c o n ce p t o f i n fo rm atio n a rc h it e ctu re . T he p rim ary c h alle n ge in
o rg a n iz in g w eb sit e c o nte n t is t h e m ed iu m ’s e x tr e m e v e rsa tilit y . T his v e rsa tilit y c a n b e a b le ssin g b eca u se a s in gle w eb p re se n ce c a n s e rv e m ult ip le
p urp ose s f o r m ult ip le a u die n ce s, b ut it a ls o c re ate s t h e c h alle n ge o f p ro vid in g a n e fic ie n t a n d s u cce ssfu l e x p erie n ce f o r a ll t h ese u niq ue v is it o rs. T he
ke y t o o rg a n iz in g a w eb sit e is c a re fu l c o nsid era tio n o f it s in fo rm atio n a rc h it e ctu re , w hic h is a m ap o f t h e c o nte n t s tr u ctu re , la b elin g, a n d n av ig a tio nal
lin ks a n d p ath w ay s in a w eb sit e .
5 E xp la in h ow t o a d ap t t h e t h re e-s te p w rit in g p ro ce ss t o p od ca stin g. A lt h ough y o u’ll b e r e co rd in g a u dio o r v id eo w hen c re atin g p odca sts ,
ra th er t h an w rit in g m essa ges, u sin g t h e t h re e-s te p p ro ce ss is a n e ffe ctiv e w ay t o d eve lo p p odca sts . F o cu s t h e p la n nin g s te p o n a n aly zin g t h e s it u atio n,
ga th erin g t h e in fo rm atio n y o u’ll n eed , a n d o rg a n iz in g y o ur m ate ria l. I f y o u p la n t o c re ate a s e rie s o f p odca sts o n a g iv e n t h em e ( th e e q uiv a le n t o f
sta rtin g a r a d io o r T V s h ow ), m ake s u re y o u’v e id en ti ie d a r a n ge o f t o pic s e x te n siv e e n ough t o k e ep y o ur p odca sts g o in g o ve r t im e. A s y o u o rg a n iz e
a n d b egin t o t h in k a b out t h e w ord s o r im ages y o u’ll u se a s c o nte n t, p ay c lo se a tte n tio n t o p re v ie w s, t r a n sit io ns, a n d r e v ie w s s o t h at a u die n ce s d on’t
g et lo st w hile lis te n in g o r w atc h in g. B efo re y o u r e co rd , t h in k t h ro ugh w hat y o u p la n t o s a y o r s h oot s o t h at y o u d on’t r a m ble w hile t r y in g t o m ake
yo ur k e y p oin ts . F in ally , c o nsid er t h e n ece ssa ry le ve l o f p ro ductio n q ualit y ; g o od-q ualit y p odca sts u su ally r e q uir e s o m e s p ecia liz e d h ard w are a n d
so ftw are .
My B Com m Lab
Go t o m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) to c o m ple te t h e p ro ble m s m ark e d w it h t h is ic o n .
T est Y o u r K now le d ge
To r e v ie w c h ap te r c o nte n t r e la te d t o e ach q uestio n, r e fe r t o t h e in dic a te d L earn in g O bje ctiv e .
7 -1 . W hat a re t h e s it u atio ns in w hic h a p rin te d m em o o r le tte r m ig h t b e p re fe ra b le t o a d ig it a l m essa ge? [L O -1 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P7001012451000000000000000003081)
7 -2 . H ow d o t h e c o m posit io nal m odes o f o rie n ta tio ns, s u m marie s, a n d t e ase rs d if fe r? [L O -1 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P7001012451000000000000000003081)
7 -3 . W hy a re s u bje ct lin es im porta n t in e m ail m essa ges? [L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC )
7 -4 . W hat a re t h e b en eit s o f u sin g m essa gin g in b usin ess c o m munic a tio n? [L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031D 0)
7 -5 . S h ould y o u e ve r p la n a m essa gin g e xch an ge? E xp la in y o ur a n sw er. [ L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237)
7 -6 . W hat is in fo rm atio n a rc h it e ctu re ? [L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237)
7 -7 . W hy is it im porta n t t o h ave a lo ng-te rm , s u sta in ab le p urp ose in m in d b efo re y o u la u nch a p odca st c h an nel? [L O -5 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032B F) /
7-8 . I s it w is e t o s p eak “ o ff t h e c u ff,” w it h n o n ote s o r o utlin e, w hen r e co rd in g b usin ess p odca sts ? W hy o r w hy n ot? [L O -5 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032B F)
A pply Y o u r K now le d ge
To r e v ie w c h ap te r c o nte n t r e la te d t o e ach q uestio n, r e fe r t o t h e in dic a te d L earn in g O bje ctiv e .
7 -9 . W hat a re t h re e in nova tiv e w ay s y o u c o uld o ptim iz e y o ur c o lle ge’s w eb sit e f o r m obile d ev ic e s? [L O -1 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P7001012451000000000000000003081)
7 -1 0. I f y o u w an te d t o g et y o ur e m plo ye es’ a tte n tio n a b out t h e n eed t o r e d uce c o sts w it h out s ta rtin g u p t h e r u m or m ill a b out t h e p ossib ilit y o f la yo ffs ,
w ould it b e w is e t o s e n d o ut a n e m ail w it h t h e s u bje ct lin e “ T o s a ve e ve ry o ne’s jo b, w e m ust r e d uce c o sts n ow ”? E xp la in y o ur a n sw er. [ L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC )
7 -1 1. S h ould y o u e ve r u se e m otic o ns in b usin ess e m ail m essa ges? E xp la in y o ur a n sw er. [ L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC )
7 -1 2. Co mmunic a tio n o n a m ajo r p ro je ct is s u ffe rin g b eca u se s e ve ra l t e am m em bers a re in t h e h ab it o f w rit in g c ry p tic o r c a re le ss in sta n t m essa ges
th at o fte n f o rc e r e cip ie n ts t o e n ga ge in s e ve ra l r o unds o f f o llo w -u p m essa gin g t o ig u re o ut w hat t h e s e n der h ad in m in d. A s p ro je ct le ad er, y o u’v e
sp oke n w it h t h ese t e am m em bers a b out t h e n eed t o w rit e c le are r m essa ges, b ut t h ey r e sp ond t h at c a re fu l p la n nin g a n d w rit in g d efe ats t h e w hole
p urp ose o f inst ant m essa gin g. H ow s h ould y o u h an dle t h e s it u atio n? [L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031D 0)
7 -1 3. Y o ur c o m pan y’s w eb m aste r h as b eco m e a b ig f a n o f t a ggin g, t h e p ra ctic e o f id en tif y in g w eb c o nte n t w it h c a te go ry la b els t o m ake it e asy t o la te r
re tr ie ve a ll t h e c o nte n t o n a p artic u la r t o pic . S h e t h in ks t a gs a re s o p ow erfu l, in f a ct, t h at t h ere is n o lo nger a n y n eed t o o rg a n iz e a w eb sit e in a n y
co nve n tio nal, s tr u ctu re d w ay. B y u sin g t a g ilt e rin g, s h e c la im s, p eo ple c a n in d w hate ve r t h ey n eed . I n a n e m ail m essa ge, e x p la in t o h er w hy in fo rm atio n
arc h it e ctu re is s till n ece ssa ry. [ L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237) , [ L O -4 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237)
7 -1 4. I m agin e t h at y o u’v e b een o n t h e jo b f o r t w o o r t h re e d eca d es, a n d y o u’v e a m asse d a d eep s to re o f le ad ersh ip w is d om d urin g t h e y e ars. Y o u’d lik e
to s h are y o ur w is d om w it h y o ur 8 00 e m plo ye es in a b iw eekly p odca st. H ow s h ould y o u g o a b out p la n nin g t h is p odca st s e rie s t o m ake s u re y o ur
em plo ye es w ill lis te n r e gu la rly ? [L O -5 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032B F)
P ra ct ic e Y o u r S k ills
7 -1 5. M essa ge 7 .A : M ed ia S k ills : M essa gin g, C re a tin g a B usi- n esslik e T o n e [L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031D 0)
R ev ie w t h is m essa gin g e xch an ge a n d e x p la in h ow t h e c u sto m er s e rv ic e a gen t c o uld h ave h an dle d t h e s it u atio n m ore e ffe ctiv e ly .
A gen t: T han ks f o r c o nta ctin g H om e E xe rc is e E q uip m en t. W hat’s u p? /
Cu sto m er: I ’m h av in g t r o uble a sse m blin g m y h om e g ym .
Agen t: I h ear t h at a lo t! L O L
Cu sto m er: S o is it m e o r t h e g ym ?
Agen t: W ell, le t’s s e e ? g ?. W here a re y o u s tu ck ?
C u sto m er: T he c ro ssb ar t h at c o nnects t h e v e rtic a l p illa rs d oesn ’t it .
A gen t: W hat d o y o u m ean d oesn ’t it ?
C u sto m er: I t d oesn ’t it . I t’s n ot lo ng e n ough t o r e ach a cro ss t h e p illa rs.
A gen t: M ay b e y o u a sse m ble d t h e p illa rs in t h e w ro ng p la ce . O r m ay b e w e s e n t t h e w ro ng c ro ssb ar.
C u sto m er: H ow d o I t e ll?
A gen t: T he p arts a re n ’t la b ele d s o c o uld b e t o ugh . D o y o u h ave a m easu rin g t a p e? T e ll m e h ow lo ng y o ur c ro ssb ar is .
7 -1 6. M essa ge 7 .B : M ed ia S k ills : P od ca stin g, P la n nin g: O utlin in g Y o u r C o n te n t [L O -5 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032B F)
To a cce ss t h is m essa ge, v is it r e a l-t im eu pdate s.c o m /b ct1 4 ( h ttp :/ /re al- tim eu pdate s.c o m /b ct1 4) , s e le ct S tu den t A ssig n m en ts t h en Ch ap te r 7
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003055# P7001012451000000000000000003055) , M essa ge
7 .B t o lis te n t o t h is p odca st. I d en tif y a t le ast t h re e w ay s in w hic h t h e p odca st c o uld b e im pro ve d , a n d d ra ft a b rie f e m ail m essa ge t h at y o u c o uld s e n d t o
t h e p odca ste r, g iv in g y o ur s u ggestio ns f o r im pro ve m en t.
E xe rci se s
Each a ctiv it y is la b ele d a cco rd in g t o t h e p rim ary s k ill o r s k ills y o u w ill n eed t o u se . T o r e v ie w r e le va n t c h ap te r c o nte n t, y o u c a n r e fe r t o t h e in dic a te d L earn in g
O bje ctiv e . I n s o m e in sta n ce s, s u pportin g in fo rm atio n w ill b e f o und in a n oth er c h ap te r, a s in dic a te d .
7-1 7. C o lla bora tio n : W ork in g i n T ea m s; P la n nin g: S ele ctin g M ed ia [L O -1 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# P7001012451000000000000000003081) C h ap te r 2
( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000015f4 # P70010124510000000000000000015F4) F o r e ach o f
th ese m essa ge n eed s, c h oose a m ed iu m t h at y o u t h in k w ould w ork e ffe ctiv e ly a n d e x p la in y o ur c h oic e . ( M ore t h an o ne m ed iu m c o uld w ork in s o m e
ca se s; ju st b e a b le t o s u pport y o ur p artic u la r c h oic e .)
a. A t e ch nic a l s u pport s e rv ic e f o r p eo ple t r y in g t o u se t h eir d ig it a l m usic p la ye rs
b. A m essa ge o f c o ndole n ce t o t h e f a m ily o f a n e m plo ye e w ho p asse d a w ay r e ce n tly
c. A m essa ge f r o m t h e CE O o f a s m all c o m pan y t o t h e e m plo ye es o f t h e ir m , e x p la in in g t h at s h e is le av in g t h e c o m pan y t o jo in a c o m petit o r
d. A s e rie s o f o bse rv a tio ns o n t h e s ta te o f t h e in dustr y, in te n ded m ostly f o r p ro fe ssio nals w it h in t h e in dustr y
e. A s e rie s o f m essa ges, q uestio ns, a n d a n sw ers s u rro undin g t h e w ork o f a t e am o n a c o nid en tia l c o m pan y p ro je ct
7 -1 8. M ed ia S k ills : W rit in g E m ail S u bje ct L in es [L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC ) U sin g y o ur
im agin atio n t o m ake u p w hate ve r d eta ils y o u n eed , r e v is e t h e f o llo w in g e m ail s u bje ct lin es t o m ake t h em m ore in fo rm ativ e :
a. N ew b udget ig u re s
b. M ark e tin g b ro ch ure —y our o pin io n?
c. Pro ductio n s ch ed ule /
7-1 9. M ed ia S k ills : E m ail [ L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC ) T he
fo llo w in g e m ail m essa ge c o nta in s n um ero us e rro rs r e la te d t o w hat y o u’v e le arn ed a b out p la n nin g a n d w rit in g b usin ess m essa ges. U sin g t h e
in fo rm atio n it c o nta in s, w rit e a m ore e ffe ctiv e v e rsio n.
TO : F elic ia A ugu st < b _a u gu st@ eve rtr u st.c o m ( h ttp :/ /b _a u gu st@ eve rtr u st.c o m ) >
S U BJE CT : T hose a re t h e b re aks, f o lk s
S o m e o f y o u m ay n ot lik e t h e r u le s a b out b re ak t im es; h ow eve r, w e d ete rm in ed t h at k e ep in g t r a ck o f e m plo ye es w hile t h ey t o ok b re aks a t t im es t h ey
d ete rm in ed r a th er t h an r e gu la r b re aks a t p re scrib ed t im es w as n ot w ork in g a s w ell a s w e w ould h ave lik e d it t o w ork . T he n ew r u le s a re n ot g o in g t o b e
an o ptio n. I f y o u d o n ot f o llo w t h e n ew r u le s, y o u c o uld b e d ock e d f r o m y o ur p ay f o r h ours w hen y o u t u rn ed u p m is sin g, s in ce y o ur d ir e ct s u perv is o r
w ill n ot b e a b le t o t e ll w heth er y o u w ere o n a “ b re ak” o r n ot a n d w ill a ssu m e t h at y o u h ave w alk e d a w ay f r o m y o ur jo b. W e c a n not b e r e sp onsib le f o r
an y e rro rs t h at r e su lt f r o m y o ur in atte n tiv e n ess t o t h e n ew r u le s. I h ave a lr e ad y h eard c o m pla in ts f r o m s o m e o f y o u a n d I h ope t h is m em o w ill e n d t h is
is su e o nce a n d f o r a ll. T he d ecis io n h as a lr e ad y b een m ad e.
Sta rtin g M onday, J a n uary 1 , y o u w ill a ll b e r e q uir e d t o t a ke a r e gu la r 1 5-m in ute b re ak in t h e m orn in g a n d a ga in in t h e a fte rn oon, a n d a r e gu la r t h ir ty -
m in ute lu nch a t t h e t im es s p eci ie d b y y o ur s u perv is o r, N OT w hen y o u t h in k y o u n eed a b re ak o r w hen y o u “ g et a ro und t o it .”
T here w ill b e n o e xce p tio ns t o t h is n ew r u le !
F elic ia A ugu st
M an ager, B illin g a n d A cco untin g
7-2 0. M ed ia S k ills : M essa gin g, C re a tin g a B usin esslik e T o n e [L O -3 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # P70010124510000000000000000031D 0) Y o ur ir m ,
whic h m ake s p ro fe ssio nal- g ra d e p ain t s p ra ye rs, u se s m essa gin g e x te n siv e ly f o r in te rn al c o m munic a tio n a n d f r e q uen tly f o r e x te rn al c o m munic a tio n w it h
c u sto m ers a n d s u pplie rs. S eve ra l c u sto m ers h ave r e ce n tly f o rw ard ed c o pie s o f m essa ges t h ey ’v e r e ce iv e d f r o m y o ur s ta ff, a sk in g if y o u k n ow h ow
ca su ally s o m e e m plo ye es a re t r e atin g t h is im porta n t m ed iu m . Y o u d ecid e t o r e v is e p arts o f s e ve ra l m essa ges t o s h ow y o ur s ta ff a m ore a p pro pria te
w rit in g s ty le . R ew rit e t h ese s e n te n ce s, m akin g u p a n y in fo rm atio n y o u n eed , t o c o nve y a m ore b usin esslik e s ty le a n d t o ne. ( L ook u p t h e a cro nym s
onlin e if y o u n eed t o .)
a. I M HO, o ur q uad t u rb o s p ra ye r is b est m odel 4 U .
b. N o p ro b; h ap py2 help !
c. FW IW , I u se t h e L 400 m yse lf & it r o ck s.
d. M ost c u st s e e 2 0–3 0% r e d uct in f u m es w /th is s p ra ye r—o f c o urse , Y M MV.
7 -2 1. M ed ia S k ills : W eb W rit in g, P la n nin g: O utlin in g Y o u r C o n te n t [L O -4 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237) F in d t h e
w eb sit e o f a s m all c o m pan y o r n onpro it o rg a n iz a tio n; m ake s u re it is a f a ir ly s m all a n d s im ple w eb sit e . I d en tif y a ll t h e in div id ual p ages o n t h e s it e , t h en
as b est y o u c a n , “ r e ve rse e n gin eer” t h e s it e ’s in fo rm atio n a rc h it e ctu re , id en tif y in g a ll t h e lin ka ges b etw een t h e in div id ual p ages. D ra w a m ap o f t h e
arc h it e ctu re , s h ow in g h ow t h e v a rio us p ages a re lin ke d t o geth er. ( H in t: I f t h e w eb sit e h as a “ S it e m ap ” lin k, s e le ct t h at t o s e e a h ie ra rc h ic a l lis t o f a ll t h e
pages c o nta in ed w it h in t h e s it e .)
7 -2 2. M ed ia S k ills : P od ca stin g, P la n nin g: O utlin in g Y o u r C o n te n t [L O -5 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# P70010124510000000000000000032B F) Y o u b ega n
re co rd in g a w eekly p odca st t o s h are in fo rm atio n w it h y o ur la rg e a n d f a r-lu ng s ta ff. A fte r a m onth , y o u a sk f o r f e ed back f r o m s e ve ra l o f y o ur /
su bord in ate s, a n d y o u’r e d is a p poin te d t o le arn t h at s o m e p eo ple s to pped lis te n in g t o t h e p odca st a fte r t h e ir st c o uple o f w eeks. S o m eo ne e ve n tu ally
a d m it s t h at m an y s ta ffe rs f e el t h e r e co rd in gs a re t o o lo ng a n d r a m blin g, a n d t h e in fo rm atio n t h ey c o nta in is n ’t v a lu ab le e n ough t o ju stif y t h e t im e it
t a ke s t o lis te n . Y o u a re n ’t p le ase d , b ut y o u w an t t o im pro ve . A n a ssis ta n t t r a n scrib es t h e in tr o ductio n t o la st w eek’s p odca st s o y o u c a n r e v ie w it . Y o u
im med ia te ly s e e t w o p ro ble m s. R ev is e t h e in tr o ductio n b ase d o n w hat y o u’v e le arn ed in t h is c h ap te r.
S o t h ere I a m , h av in g lu nch w it h S elm a G ill, w ho ju st jo in ed a n d t o ok o ve r t h e N orth east s a le s r e gio n f r o m J a ck so n S tr o ud. I n w alk s o ur b elo ve d CE O
wit h S elm a’s o ld b oss a t U ni- P le x ; t u rn s o ut t h ey w ere in aliz in g a d eal t o c o -b ra n d o ur p ro ducts a n d t h eir s a n d t o s e t u p a jo in t d is tr ib utio n p ro gra m in
a ll f o ur d om estic r e gio ns. P re tty f u nny, h uh? S elm a le ft U ni- P le x b eca u se s h e w an te d t o s e ll o ur p ro ducts in ste ad , a n d n ow s h e’s b ack s e llin g h er o ld
s tu ff, t o o. A nyw ay, t r y t o c h at w it h h er w hen y o u c a n ; s h e k n ow s t h e b iz in sid e a n d o ut a n d p ro bab ly c a n o ffe r in sig h t in to ju st a b out a n y s a le s c h alle n ge
yo u m ig h t b e r u nnin g u p a ga in st. W e’ll p ost m ore in fo o n t h e c o -b ra n d d eal n ex t w eek; s h ould b e a b oost f o r a ll o f u s. O th er t h an t h ose t w o n ew s it e m s,
th e o th er b ig n ew s t h is w eek is t h e c h an ge in c o m mis sio n r e p ortin g. I ’ll g o in to t h e d eta ils in a m in ute , b ut w hen y o u lo g o nto t h e in tr a n et, y o u’ll n ow
se e y o ur s a le s r e su lt s s p lit o ut b y p ro duct lin e a n d in dustr y s e cto r. H ope t h is h elp s y o u s e e w here y o u’r e d oin g w ell a n d w here y o u m ig h t b eef t h in gs u p
a b it . O h y e ah , I a lm ost f o rg o t t h e m ost im porta n t b it . S p eakin g o f o ur b elo ve d CE O, T hom as is g o in g t o b e o ur g u est o f h onor, s o t o s p eak, a t t h e
quarte rly s a le s m eetin g n ex t w eek a n d w an ts a n u pdate o n h ow p etr o le u m p ric e s a re a ffe ctin g c u sto m er b eh av io r. E ach d is tr ic t m an ager s h ould b e
re ad y w it h a b rie f r e p ort. A fte r I g o t h ro ugh t h e c o m mis sio n r e p ortin g s ch em e, I ’ll o utlin e w hat y o u n eed t o p re p are .
E xp an d Y o u r S k ills
C ri tiq u e t h e P ro fe ssi on als
Ch eck o ut t h e T w it te r a cco unts o f s e ve ra l c o m pan ie s t h at s e ll p ro ducts o r s e rv ic e s y o u u se o r m ig h t u se in t h e f u tu re . F in d t h re e t e ase r m essa ges t h at
atte m pt t o p ersu ad e y o u t o c lic k t h ro ugh t o a n oth er w eb sit e . I n a b rie f s u m mary o n y o ur c la ss b lo g o r in a n e m ail m essa ge t o y o ur in str u cto r, c o m pare
th e e ffe ctiv e n ess o f t h e t h re e t e ase rs. W hic h w as m ost e ffe ctiv e , a n d w hic h w as le ast e ffe ctiv e ? W hy? W ere t h e p ayo ffs f o r a ll t h re e t e ase rs s a tis fa cto ry
a n d in lin e w it h w hat y o u e x p ecte d t o s e e?
S h arp en in g Y o u r C are er S k ills O nli n e
Bovée a n d T hill’s B usin ess Co mmunic a tio n W eb S earc h , a t w eb se a rc h .b u sin essc o m munic a tio n netw ork .c o m
(h ttp :/ /w eb se arc h .b usin essc o m munic atio nnetw ork .c o m ) , is a u niq ue r e se arc h t o ol d esig n ed s p eci ic a lly f o r b usin ess c o m munic a tio n r e se arc h . U se t h e W eb
Searc h f u nctio n t o in d a w eb sit e , v id eo , a rtic le , p odca st, o r p re se n ta tio n t h at o ffe rs a d vic e o n w rit in g e ffe ctiv e e m ail a n d m essa ges f o r m obile d ev ic e s.
W rit e a b rie f e m ail m essa ge t o y o ur in str u cto r, d escrib in g t h e it e m t h at y o u f o und a n d s u m mariz in g t h e c a re er s k ills in fo rm atio n y o u le arn ed f r o m it .
Cases
F o r a ll c a se s, f e el f r e e t o u se y o ur c re ativ it y t o m ake u p a n y d eta ils y o u n eed in o rd er t o c ra ft e ffe ctiv e m essa ges.
E M AIL S K IL LS
7 -2 3. M ed ia S k ills : E m ail; M essa ge S tr a te gie s: R ou tin e M essa ge s [L O -2 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000030fa # P70010124510000000000000000030FC )
, C h ap te r 1 0
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000003e0 0# P7001012451000000000000000003E0 0) /
Te am m essa gin g a p ps a re im pro vin g c o m munic a tio n in a ll k in ds o f o rg a n iz a tio ns, f r o m s m all t e am s t o e n tir e c o m pan ie s t o s ch ool g ro ups a n d o th er
n onbusin ess e n tit ie s.
Y o u r t a sk : I m agin e t h at y o u a re r e sp onsib le f o r c h oosin g a n o rg a n iz a tio n’s n ew m essa gin g s o ftw are . Y o u c a n u se a n o rg a n iz a tio n y o u a re a lr e ad y a
m em ber o f, s u ch a s a c u rre n t o r p ast e m plo ye r, a n onpro it w here y o u v o lu nte er, o r a p ro je ct t e am in o ne o f y o ur c la sse s. A lt e rn ativ e ly , c h oose a n y r e al
o r im agin ary o rg a n iz a tio n in w hic h a t le ast a f e w p eo ple w ould n eed t o c o ord in ate t h eir e ffo rts u sin g t e x t-c e n tr ic m essa gin g.
R ese arc h t h e c a p ab ilit ie s o f S la ck a n d t w o o f it s c o m petit o rs, id en tif y in g t h e t h re e o r f o ur m ost im porta n t f e atu re s o f e ach s y ste m . W rit e a n e m ail
m essa ge ( n o m ore t h an f o ur p ara gra p hs) c o m parin g t h ese k e y f e atu re s a n d r e co m men din g o ne o f t h e s y ste m s f o r y o ur c h ose n o rg a n iz a tio n.
E M AIL S K IL LS
7 -2 4. M ed ia S k ills : E m ail; M essa ge S tr a te gie s: N ega tiv e M essa ge s [L O -2 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000030fa # P70010124510000000000000000030FC )
, C h ap te r 1 1
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000004228# P70010124510000000000000000042 28)
M an y c o m pan ie s o pera te o n t h e p rin cip le t h at t h e c u sto m er is a lw ay s r ig h t, e ve n w hen t h e c u sto m er isn’t r ig h t. T hey t a ke a n y s te p s n ece ssa ry t o e n su re
h ap py c u sto m ers, lo ts o f r e p eat s a le s, a n d a p osit iv e r e p uta tio n a m ong p ote n tia l b uye rs. O ve ra ll, t h is is a s m art a n d s u cce ssfu l a p pro ach t o b usin ess.
H ow eve r, m ost c o m pan ie s e ve n tu ally e n co unte r a n ig h tm are c u sto m er w ho d ra in s s o m uch t im e, e n erg y, a n d p ro it s t h at t h e o nly s e n sib le o ptio n is t o
r e fu se t h e c u sto m er’s b usin ess. F o r e xa m ple , t h e n ig h tm are c u sto m er m ig h t b e s o m eo ne w ho c o nsta n tly b era te s y o u a n d y o ur e m plo ye es, r e p eate d ly
m ake s o utla n dis h d em an ds f o r r e fu nds a n d d is co unts , o r s im ply r e q uir e s s o m uch h elp t h at y o u n ot o nly lo se m oney o n t h is p erso n b ut a ls o n o lo nger
h ave e n ough t im e t o h elp y o ur o th er c u sto m ers. “ F ir in g” a c u sto m er is a n u nple asa n t s te p t h at s h ould b e t a ke n o nly in t h e m ost e x tr e m e c a se s a n d o nly
a fte r o th er r e m ed ie s h ave b een a tte m pte d ( s u ch a s t a lk in g w it h t h e c u sto m er a b out t h e p ro ble m ), b ut it is s o m etim es n ece ssa ry f o r t h e w ell- b ein g o f
yo ur e m plo ye es a n d y o ur c o m pan y.
Y o u r t a sk : I f y o u a re c u rre n tly w ork in g o r h ave h eld a jo b in t h e r e ce n t p ast, im agin e t h at y o u’v e e n co unte re d ju st s u ch a c u sto m er. I f y o u d on’t h ave
jo b e x p erie n ce t o c a ll o n, im agin e t h at y o u w ork in a r e ta il lo ca tio n s o m ew here a ro und c a m pus o r in y o ur n eig h borh ood. I d en tif y t h e t y p e o f b eh av io r
th is im agin ary c u sto m er e x h ib it s a n d t h e r e aso ns t h e b eh av io r c a n n o lo nger b e a cce p te d . W rit e a b rie f e m ail m essa ge t o t h e c u sto m er t o e x p la in t h at
yo u w ill n o lo nger b e a b le t o a cco m modate h im o r h er a s a c u sto m er. Ca lm ly e x p la in w hy y o u h ave h ad t o r e ach t h is d if ic u lt d ecis io n. M ain ta in a
p ro fe ssio nal t o ne a n d k e ep y o ur e m otio ns in c h eck .
E M AIL S K IL LS/ T EA M S K IL LS
7 -2 5. M ed ia S k ills : E m ail; C o lla b ora tio n : T eam P ro je cts [L O -2 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000030fa # P70010124510000000000000000030FC )
, C h ap te r 2
( h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000015f4 # P70010124510000000000000000015 F4 )
Co lle ges a n d u niv e rsit ie s a re c o m ple x o rg a n iz a tio ns t h at t r y t o o ptim iz e r e su lt s f o r s tu den ts w hile w re stlin g w it h b udgeta ry c o nstr a in ts , s ta fin g is su es,
in fr a str u ctu re c o nce rn s, lim it a tio ns o n a va ila b le s p ace , a n d a h ost o f o th er is su es. E ve n in t h e b est-m an aged a n d m ost g en ero usly f u nded in stit u tio ns,
th ere a re a sp ects o f c a m pus lif e t h at c o uld b e im pro ve d .
Y o u r t a sk : W it h a t e am a ssig n ed b y y o ur in str u cto r, c h oose a n is su e o f c a m pus lif e t h at y o u t h in k c o uld a n d s h ould b e im pro ve d . I t c a n b e a n yth in g
fr o m t r a n sp orta tio n t o h ousin g t o p erso nal s a fe ty . D ra ft a n e m ail m essa ge t h at c o uld b e s e n t t o y o ur s ch ool’s a d m in is tr a tio n. I n y o ur m essa ge c o ncis e ly /
describ e t h e p ro ble m , s p ecu la te o n w hy t h e p ro ble m o r s it u atio n e x is ts , o ffe r s u ggestio ns o n h ow it c o uld b e s o lv e d o r im pro ve d , a n d e x p la in h ow
ad dre ssin g it w ould im pro ve c a m pus lif e . ( D on’t s e n d t h e m essa ge u nle ss y o ur in str u cto r d ir e cts y o u t o d o s o .)
E M AIL S K IL LS/ T EA M S K IL LS
7 -2 6. M ed ia S k ills : E m ail [ L O -2 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000030fa # P70010124510000000000000000030FC )
Stu dyin g r e al- lif e e xa m ple s is a g re at w ay t o g et a f e el f o r h ow v a rio us c o m pan ie s c o m munic a te w it h c u sto m ers a n d o th er s ta ke h old ers.
Y o u r t a sk : W it h t e am mate s a ssig n ed b y y o ur in str u cto r, s e le ct iv e e m ail m essa ges f r o m t h e J u st G ood Co py w eb sit e a t w ww.g o od em ailc o p y.c o m
(h ttp :/ /w ww.g o odem ailc o py.c o m ) . E va lu ate t h em b ase d o n t h e c rit e ria f o r e ffe ctiv e e m ail d is cu sse d in t h e c h ap te r. R an k t h em f r o m m ost e ffe ctiv e t o le ast
e ffe ctiv e a n d s u m mariz e y o ur a n aly sis in a p re se n ta tio n t o y o ur c la ss o r a p ost o n y o ur c la ss b lo g.
E M AIL S K IL LS/ M OBIL E S K IL LS
7 -2 7. M ed ia S k ills : E m ail [ L O -2 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000030fa # P70010124510000000000000000030FC )
T he s iz e lim it a tio ns o f s m artp hone s cre en s c a ll f o r a d if fe re n t a p pro ach t o w rit in g ( s e e p age 1 44
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000027d4# page_1 44) ) a n d f o rm attin g ( s e e p age 1 68
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000002d6a# page_1 68) ) d ocu m en ts .
Y o u r t a sk : O n t h e w eb sit e o f a n y c o m pan y t h at in te re sts y o u, in d a n ew s r e le ase ( s o m e c o m pan ie s r e fe r t o t h em a s pr ess r elease s ) t h at a n nounce s t h e
la u nch o f a n ew p ro duct. U sin g P ages o r a n y o th er w rit in g a p p a t y o ur d is p osa l, r e v is e a n d f o rm at t h e m ate ria l in a w ay t h at w ould b e e ffe ctiv e o n
sm artp hone s cre en s.
M ESSA G IN G S K IL LS
7 -2 8. M ed ia S k ills : M essa gin g; C o m posit io n al M od es: T uto ria ls [L O -1 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 0101245100000000000000000307f# P70010124510000000000000000030 81)
, [ L O -3 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000031ce # P70010124510000000000000000031D 0)
H ig h -d ein it io n t e le v is io n c a n b e a jo y t o w atc h —b ut, o h, w hat a p ain t o b uy. T he ie ld is c lu tte re d w it h co m petin g t e ch nolo gie s a n d a rc a n e t e rm in olo gy
th at is m ean in gle ss t o m ost c o nsu m ers. M ore o ve r, it ’s n early im possib le t o d ein e o ne t e ch nic a l t e rm w it h out in vo kin g t w o o r t h re e o th ers, le av in g
co nsu m ers s w im min g in a n a lp han um eric s o up o f c o nfu sio n. A s a s a le s s u pport m an ager f o r Cr utc h ie ld , a le ad in g o nlin e r e ta ile r o f a u dio a n d v id eo
sy ste m s, y o u u ndersta n d t h e f r u str a tio n b uye rs f e el; y o ur s ta ff is d elu ged d aily b y t h eir q uestio ns.
Y o u r t a sk : T o h elp y o ur s ta ff r e sp ond q uic k ly t o c o nsu m ers w ho a sk q uestio ns v ia Cr utc h ie ld ’s o nlin e I M c h at s e rv ic e , y o u a re d eve lo pin g a s e t o f
“c a n ned ” r e sp onse s t o c o m mon q uestio ns. W hen a c o nsu m er a sk s o ne o f t h ese q uestio ns, a s a le s a d vis e r c a n s im ply s e le ct t h e r e ad y-m ad e a n sw er. V is it
w ww.c ru tc h ie ld .c o m /L ea rn / ( h ttp :/ /w ww.c ru tc h ie ld .c o m /L earn /) a n d c o nduct t h e r e se arc h y o u n eed t o w rit e c o ncis e , c o nsu m er-fr ie n dly d ein it io ns o f
th e f o llo w in g t e rm s: 1080p , HDMI , 4K , a n d 3D TV .
W EB W RIT IN G S K IL LS/ T EA M S K IL LS /
7-2 9. M essa ge S tr a te gie s: O nlin e C o n te n t; C o lla b ora tio n : T eam P ro je cts [L O -4 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000003235# P70010124510000000000000000032 37)
, C h ap te r 2
( h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000015f4 # P70010124510000000000000000015 F4 )
If y o u’r e lik e m an y o th er c o lle ge s tu den ts , y o ur ir st y e ar w as m ore t h an y o u e x p ecte d : m ore d if ic u lt , m ore f u n, m ore f r u str a tin g, m ore e x p en siv e , m ore
e x h au stin g, m ore r e w ard in g—m ore o f e ve ry th in g, p osit iv e a n d n ega tiv e . O h, t h e t h in gs y o u k n ow n ow t h at y o u d id n’t k n ow t h en !
Y o u r t a sk : W it h s e ve ra l o th er s tu den ts , id en tif y iv e o r s ix t h in gs y o u w is h y o u w ould ’v e r e aliz e d o r u ndersto od b ette r b efo re y o u s ta rte d y o ur ir st
y e ar o f c o lle ge. T hese c a n r e la te t o y o ur s ch ool lif e ( s u ch a s “ I d id n’t r e aliz e h ow m uch w ork I w ould h ave f o r m y c la sse s” o r “ I s h ould ’v e a sk e d f o r h elp
a s s o oner”) a n d y o ur p erso nal a n d s o cia l lif e ( “I w is h I w ould ’v e b een m ore o pen t o m eetin g p eo ple ”). U se t h ese it e m s a s t h e f o undatio n o f a b rie f
in fo rm atio nal r e p ort t h at y o u c o uld p ost o n a b lo g t h at is r e ad b y h ig h s ch ool s tu den ts a n d t h eir f a m ilie s. Y o ur g o al w it h t h is r e p ort is t o h elp t h e n ex t
gen era tio n o f s tu den ts m ake a s u cce ssfu l a n d r e w ard in g t r a n sit io n t o c o lle ge.
W EB W RIT IN G S K IL LS/ M OBIL E S K IL LS/ P O RT FO LIO B UIL D ER
7 -3 0. M essa ge S tr a te gie s: O nlin e C o n te n t [L O -4 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000003235# P70010124510000000000000000032 37)
A dap tin g c o nve n tio nal w eb c o nte n t t o m ake it m obile f r ie n dly c a n r e q uir e r e th in kin g t h e s it e ’s in fo rm atio n a rc h it e ctu re t o s im plif y n av ig a tio n a n d
co nte n t.
Y o u r t a sk : Ch oose t h e w eb sit e o f a c o m pan y t h at m ake s p ro ducts y o u in d in te re stin g. ( M ake it a c o nve n tio nal w eb sit e , n ot o ne a lr e ad y o ptim iz e d f o r
m obile .) A naly ze t h e s e ctio n o f t h e w eb sit e t h at c o nta in s in fo rm atio n a b out t h e c o m pan y’s p ro ducts a n d d ete rm in e t h e b est w ay t o p re se n t t h at m ate ria l
o n m obile d ev ic e s cre en s. M ock u p a t le ast t w o s cre en s s h ow in g h ow y o u w ould r e fo rm at t h e c o nte n t t o m ake it m obile f r ie n dly . Cr eate a b rie f
p re se n ta tio n w it h “ b efo re ” a n d “ a fte r” v ie w s t o s h ow h ow y o ur r e d esig n w ould b en eit m obile s it e v is it o rs.
W EB W RIT IN G S K IL LS
7 -3 1. M essa ge S tr a te gie s: O nlin e C o n te n t [L O -4 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000003235# P70010124510000000000000000032 37)
A s y o u p ro bab ly e x p erie n ce d , t r y in g t o k e ep a ll t h e d if fe re n t s ch ools s tr a ig h t in o ne’s m in d w hile r e se arc h in g a n d a p ply in g f o r c o lle ges c a n b e r a th er
d if ic u lt . A pplic a n ts a n d t h eir f a m ilie s w ould n o d oubt a p pre cia te a h an dy s u m mary o f y o ur c o lle ge o r u niv e rsit y ’s k e y p oin ts a s t h ey r e la te t o t h e
se le ctio n a n d a p plic a tio n p ro ce ss.
Y o u r t a sk : A dap t c o nte n t f r o m y o ur c o lle ge o r u niv e rsit y ’s w eb sit e t o c re ate a o ne-p age “ Q uic k F acts ” s h eet a b out y o ur s ch ool. Ch oose t h e in fo rm atio n
yo u t h in k p ro sp ectiv e s tu den ts a n d t h eir f a m ilie s w ould in d m ost u se fu l. ( N ote t h at a d ap tin g e x is tin g c o nte n t w ould b e a cce p ta b le in a r e al- lif e s ce n ario
lik e t h is b eca u se y o u w ould b e r e u sin g c o nte n t o n b eh alf o f t h e c o nte n t o w ner. D oin g s o w ould d ein it e ly n ot b e a cce p ta b le if y o u w ere u sin g t h e c o nte n t
fo r y o urse lf o r f o r s o m eo ne o th er t h an t h e o rig in al o w ner.)
P O DCA ST IN G S K IL LS
7 -3 2. M ed ia S k ills : P od ca stin g; C are er M an age m en t: P erso n al B ra n din g [L O -5 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000032bd # P70010124510000000000000000032 B F)
, P ro lo gu e W hile w rit in g t h e m an y le tte rs a n d e m ail m essa ges t h at a re p art o f t h e jo b s e arc h p ro ce ss, y o u in d y o urse lf w is h in g t h at y o u c o uld ju st t a lk /
to s o m e o f t h ese c o m pan ie s s o y o ur p erso nalit y c o uld s h in e t h ro ugh . W ell, y o u’v e ju st g o tte n t h at o pportu nit y . O ne o f t h e c o m pan ie s t h at y o u’v e a p plie d
to h as e m aile d y o u b ack , a sk in g y o u t o s u bm it a t w o-m in ute p odca st in tr o ducin g y o urse lf a n d e x p la in in g w hy y o u w ould b e a g o od p erso n t o h ir e .
Y o u r t a sk : I d en tif y a c o m pan y t h at y o u’d lik e t o w ork f o r a fte r g ra d uatio n a n d s e le ct a jo b t h at w ould b e a g o od m atc h f o r y o ur s k ills a n d in te re sts .
W rit e a s crip t f o r a t w o-m in ute p odca st ( r o ugh ly 2 50 w ord s). I n tr o duce y o urse lf a n d t h e p osit io n y o u’r e a p ply in g f o r, d escrib e y o ur b ack g ro und, a n d
ex p la in w hy y o u t h in k y o u’r e a g o od c a n did ate f o r t h e jo b. M ake u p a n y d eta ils y o u n eed . I f y o ur in str u cto r a sk s y o u t o d o s o , r e co rd t h e p odca st a n d
su bm it t h e ile .
P O DCA ST IN G S K IL LS/ P O RT FO LIO B UIL D ER
7 -3 3. M ed ia S k ills : P od ca stin g; M essa ge S tr a te gie s: M ark etin g a n d S a le s M essa ge s [L O -5 ]
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 010124510000000000000000032bd # P70010124510000000000000000032 B F)
, C h ap te r 1 2
(h ttp :/ /co n te n t.t hu ze le a rn in g.c om /b oo k s/ B ove e.7 626.1 8.1 /se ctio n s/ p 70 01012451000000000000000004853# P70010124510000000000000000048 53)
W it h a n y p urc h ase d ecis io n, f r o m a r e sta u ra n t m eal t o a c o lle ge e d uca tio n, r e co m men datio ns f r o m s a tis ie d c u sto m ers a re o fte n t h e s tr o ngest
p ro m otio nal m essa ges.
Y o u r t a sk : W rit e a s crip t f o r a o ne- t o t w o-m in ute p odca st ( r o ugh ly 1 50–2 50 w ord s), e x p la in in g w hy y o ur c o lle ge o r u niv e rsit y is a g o od p la ce t o g et a n
ed uca tio n. Y o ur a u die n ce is h ig h s ch ool ju nio rs a n d s e n io rs. Y o u c a n c h oose t o c ra ft a g en era l m essa ge—s om eth in g t h at w ould b e u se fu l t o a ll
p ro sp ectiv e s tu den ts —o r y o u c a n f o cu s o n a s p eci ic a ca d em ic d is cip lin e, t h e a th le tic p ro gra m , o r s o m e o th er im porta n t a sp ect o f y o ur c o lle ge
ex p erie n ce . E it h er w ay, m ake s u re y o ur in tr o ducto ry c o m men ts m ake it c le ar w heth er y o u a re o ffe rin g a g en era l r e co m men datio n o r a s p eci ic
r e co m men datio n. I f y o ur in str u cto r a sk s y o u t o d o s o , r e co rd t h e p odca st a n d s u bm it t h e ile .
My B Com m Lab
Go t o m yb co m mla b.c o m ( h ttp :/ /m yb co m mla b .c o m ) fo r A uto -g ra d ed w rit in g q uestio ns a s w ell a s t h e f o llo w in g A ssis te d -g ra d ed w rit in g q uestio ns:
7 -3 4. W hy h as e m ail b eco m e o ve ru se d a n d in ap pro pria te ly u se d in m an y s it u atio ns? [L O -2 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # P70010124510000000000000000030FC )
7 -3 5. H ow c a n y o u u se t h e in ve rte d p yra m id s ty le o f w rit in g t o c ra ft e ffe ctiv e w eb sit e c o nte n t? [L O -4 ]
(h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# P7001012451000000000000000003237)
Endnot es
1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003055# rP 7001012451000000000000000003433) . S la ck w eb sit e ,
acce sse d 1 A pril 2 016, s la ck .c o m ( h ttp :/ /sla ck .c o m ) ; A drie n ne L afr a n ce , “ T he T riu m ph o f E m ail,” The A tlantic , 6 J a n uary 2 016, w ww.t h ea tla n tic .c o m
(h ttp :/ /w ww.t h eatla n tic .c o m ) ; H arry M cCr ack e n , “ W it h 5 00,0 00 U se rs, S la ck S ay s I t’s T he F aste st-G ro w in g B usin ess A pp E ve r,” F ast C ompan y , 2 D ece m ber 2 015,
w ww.f a stc o m pan y.c o m ( h ttp :/ /w ww.f a stc o m pan y.c o m ) ; F arh ad M an jo o, “ S la ck , t h e O fic e M essa gin g A pp T hat M ay F in ally S in k E m ail,” New Y or k Time s , 1 1 M arc h /
2015, w ww.n ytim es.c o m ( h ttp :/ /w ww.n ytim es.c o m ) ; A ly so n S h onte ll a n d E u gen e K im , “ S la ck , a 2 -Y e ar-O ld M essa gin g P la tfo rm , I s R ais in g $ 2 00 M illio n a t N early a
$ 4 B illio n V alu atio n L ed b y T hriv e Ca pit a l,” Busine ss Insider , 1 1 M arc h 2 016, w ww.b u sin essin der.c o m ( h ttp :/ /w ww.b usin essin der.c o m ) ; E llis H am burg er, “ S la ck I s
K illin g E m ail,” The V er ge , 1 2 A ugu st 2 014, w ww.t h eve rg e.c o m ( h ttp :/ /w ww.t h eve rg e.c o m ) .
2 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# rP 7001012451000000000000000003435) . R ic h ard E d elm an ,
“T e ach in g S o cia l M ed ia : W hat S kills D o Co mmunic a to rs N eed ?,” in Eng aging the New Inluenc ers; Third Annual Social Media Academic S ummit ( w hit e p ap er),
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3 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# rP 7001012451000000000000000003437) . S am an th a
M urp hy, “ W hy M obile Co mmerc e I s o n t h e R is e ,” Mashable , 7 M arc h 2 012, m ash able .c o m ( h ttp :/ /m ash ab le .c o m ) .
4 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 00000000000000000307f# rP 7001012451000000000000000003439) . Ch ris tin a “ CK ”
Kerle y, “ W eara b le s,” A llT hin gsCK , a cce sse d 6 A pril 2 014, a llt h in gsc k .c o m ( h ttp :/ /allt h in gsc k .c o m ) .
5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # rP 700101245100000000000000000343B ) . M aria V erg elis ,
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se cu re lis t.c o m ( h ttp :/ /se cu re lis t.c o m ) .
6 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # rP 700101245100000000000000000343D ) . H ila ry P o tk e w it z
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(h ttp :/ /la b usin essjo urn al.c o m ) ; N an cy F ly n n, Inst ant Messaging Rule s ( N ew Y o rk : A M ACO M , 2 004), 4 7–5 4.
7 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # rP 700101245100000000000000000343F) . M ary M unte r,
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8 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # rP 7001012451000000000000000003441) . S te ve R ubel, “ T ip :
Tw eetif y t h e L ead o f Y o ur E m ails ,” T he S te ve R ubel S tr e am b lo g, 2 0 J u ly 2 010, w ww.s te ve ru bel.c o m ( h ttp :/ /w ww.s te ve ru bel.c o m ) .
9 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000030fa # rP 7001012451000000000000000003443) . J u dit h N ew m an ,
“If Y o u’r e H ap py a n d Y o u K now I t , M ust I K now , T o o?” New Y or k Time s , 2 1 O cto ber 2 011, w ww.n ytim es.c o m ( h ttp :/ /w ww.n ytim es.c o m ) .
1 0 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # rP 7001012451000000000000000003445) . E u gen e K im ,
“T he CE O o f $ 2 .8 B illio n S la ck S ay s I t H as O ne B ig A dva n ta ge o ve r F ace b ook o r L in ke d In ,” Busine ss Insider , 1 1 F eb ru ary 2 016, w ww.b u sin essin sid er.c o m
(h ttp :/ /w ww.b usin essin sid er.c o m ) .
1 1 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # rP 7001012451000000000000000003447) . M artin Z w illin g,
“T e x tin g is K illin g R eal B usin ess Co mmunic a tio n,” Busine ss Insider , 1 3 J a n uary 2 012, w ww.b u sin essin sid er.c o m ( h ttp :/ /w ww.b usin essin sid er.c o m ) .
1 2 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000031ce # rP 7001012451000000000000000003449) . S y n di S eid , “ 1 2
Tip s f o r I n sta n t M essa gin g in t h e W ork p la ce ,” A dva n ce d E tiq uette , 1 J u ne 2 014, w ww.a d va n ce d etiq u ette .c o m ( h ttp :/ /w ww.a d va n ce d etiq uette .c o m ) ; L eo B ab au ta ,
“1 7 T ip s t o B e P ro ductiv e w it h I n sta n t M essa gin g,” W eb W orker Dail y , 1 4 N ove m ber 2 007, w eb w ork erd aily .c o m ( h ttp :/ /w eb w ork erd aily .c o m ) ; J o hn P alla to , “ In sta n t
M essa gin g U nit e s W ork G ro ups a n d I n sp ir e s Co lla b ora tio n,” Int ernet World , D ece m ber 2 002, 1 4.
13 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 000000000000000003235# rP 700101245100000000000000000344B ) . B ase d in p art
o n S h el H olt z , W riting for the Wir ed World ( S an F ra n cis co : I n te rn atio nal A sso cia tio n o f B usin ess Co mmunic a to rs, 1 999), 2 8–2 9. /
14 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# rP 700101245100000000000000000344D ) . “ S et U p Y o ur
Po dca st f o r S u cce ss,” F eed F o r A ll w eb sit e , a cce sse d 4 O cto ber 2 006, w ww.f e ed fo ra ll.c o m ( h ttp :/ /w ww.f e ed fo ra ll.c o m ) .
1 5 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# rP 700101245100000000000000000344F) . “ S et U p Y o ur
Po dca st f o r S u cce ss.”
1 6 ( h ttp :/ /co nte n t.t h uzele arn in g.c o m /b ooks/ B ove e.7 626.1 8.1 /se ctio ns/ p 7001012451 0000000000000000032bd# rP 7001012451000000000000000003451) . N ath an
H an gen , “ 4 S te p s t o P o dca stin g S u cce ss,” Social Media Ex aminer , 1 4 F eb ru ary 2 011, w ww.s o cia lm ed ia ex a m in er.c o m ( h ttp :/ /w ww.s o cia lm ed ia ex a m in er.c o m ) .
