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

8 Social 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 000000000000000003480# P7001012451000000000000000003484)

I d en tif y s e ve n k e y p oin ts f o r u sin g s o cia l m ed ia in b usin ess c o m munic a tio n.

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 0000000000000000034ac# P70010124510000000000000000034B 0)

D escrib e t h e b usin ess c o m munic a tio n a p plic a tio ns o f s o cia l n etw ork s.

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 00000000000000000353f# P7001012451000000000000000003543)

E xp la in h ow in fo rm atio n- a n d c o nte n t-s h arin g s it e s a re u se d in b usin ess c o m munic a tio n.

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 00000000000000000356d# P7001012451000000000000000003571)

D escrib e t h e r o le o f b lo ggin g in b usin ess c o m munic a tio n t o day, 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 b lo ggin g.

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 000000000000000003607# P700101245100000000000000000360C)

D escrib e t h e b usin ess u se 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.

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 00000000000000000367a# P7001012451000000000000000003680)

O ffe r g u id elin es f o r b eco m in g a v a lu ab le w ik i c o ntr ib uto r.

My B Com m Lab ®

I m pro ve Y o u r G ra d e!

Ove r 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 e n 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

Star bucks

www.s ta rb u ck s.c o m ( h ttp :/ /w ww.s ta rb uck s.c o m ) /

Wit h it s p ortfo lio o f w orld w id e lo ca tio ns p ush in g t o w ard t h e 2 0,0 00 m ark , S ta rb uck s h as a r e p uta tio n f o r b ein g n earb y w here ve r a n d w hen eve r a n yb ody m ig h t

be c ra v in g a c u p o f c o ffe e. N ot s u rp ris in gly , it s o nlin e c o m munic a tio ns f o llo w s t h e s a m e s tr a te gy o f b ein g e ve ry w here it s c u sto m ers m ig h t b e. I ts b ro ad est

p re se n ce is o n F ace b ook, w it h m ore t h an 5 0 c o m pan y-s p onso re d p ages, in clu din g lo ca l p ages in m ore t h an 4 0 c o untr ie s. T yp ic a l p osts in clu de c o nte sts a n d o th er

sp ecia l p ro m otio ns, e n tic in g p hoto s o f v a rio us c o ffe e d rin ks, in str u ctio nal v id eo s o n m akin g a g re at c u p o f c o ffe e a t h om e, a n d u pdate s o n c o m munit y

in vo lv e m en t p ro je cts . T w o o f t h e c o m pan y’s m ost p opula r d rin ks, t h e F ra p puccin o a n d P um pkin S p ic e L atte , e ve n h ave t h eir o w n s o cia l m ed ia a cco unts .

S ta rb uck s a ls o m ain ta in s s e ve ra l d oze n T w it te r a cco unts , m an y o f w hic h a re c o untr y s p eci ic a n d t u ned in to lo ca l in te re sts . I n t h e N eth erla n ds, f o r in sta n ce , f r e sh

p astr ie s a re a n e sse n tia l p art o f t h e c o ffe e e x p erie n ce , s o e m plo ye es a le rt c u sto m ers o n T w it te r w hen eve r a f r e sh b atc h is r e ad y.

T he c o m pan y is a ctiv e o n a w id e v a rie ty o f o th er p la tfo rm s a s w ell, in clu din g P in te re st, Y o uTu be, F o ursq uare , a n d I n sta gra m . A lt h ough it is e ve ry w here o nlin e,

Sta rb uck s t a ke s c a re n ot t o w ear o ut it s w elc o m e. I t p osts n ew in fo rm atio n r e la tiv e ly in fr e q uen tly c o m pare d w it h m an y o th er m ajo r c o nsu m er b ra n ds. “ T hey ’r e

n ot c lu tte rin g u p y o ur n ew sfe ed ,” n ote s o ne in dustr y o bse rv e r.

M an y c o m pan ie s u se s o cia l m ed ia t o o ffe r d ig it a l c o upons a n d s p onso r o nlin e c o nte sts , b ut S ta rb uck s t a ke s t h in gs t o a n e n tir e ly n ew le ve l. I ts a tte n tio n-g ettin g

effo rts h ave in clu ded a n o nlin e p uzzle /sca ve n ger h unt f e atu rin g L ad y G aga a n d a n a u gm en te d -r e alit y s m artp hone a p p t h at t r ig gere d a n im ate d m ovie s w hen a

p hone w as p oin te d a t s p ecia lly c o ded c o ffe e c u ps.

A le xa n dra W heele r, t h e c o m pan y’s v ic e p re sid en t in c h arg e o f g lo bal d ig it a l m ark e tin g, e m phasiz e s t h at t h ese s o cia l m ed ia e ffo rts a re a b out m ore t h an g a in in g

fa n s a n d b uild in g a w are n ess. “ T hey c a n h ave a m ate ria l im pact o n t h e b usin ess,” s h e s a y s, c it in g o ne s o cia l m ed ia c a m paig n t h at b ro ugh t a m illio n c u sto m ers in to

S ta rb uck s s to re s.

C offee shops ar e community g athering plac es, and a team of Star bucks emplo yees use social media t o e xt end that community feel int o the virtual realm b y connecting with

fans and cust omers on a variety of social platforms.

© I a in M aste rto n /A la m y S to ck P hoto

L ik e m an y c o m pan ie s s till e x p erim en tin g w it h s o cia l m ed ia a s n ew t o ols a n d t e ch niq ues e m erg e, S ta rb uck s h as h ad a s tu m ble o r t w o a lo ng t h e w ay. A n ota b le

e xa m ple w as a h olid ay T w it te r h ash ta g c a m paig n in t h e U nit e d K in gd om in w hic h t h e c o m pan y u se d a b ig -s cre en m onit o r a t a n atio nal m use u m t o dis p la y a n y /

tw eet t h at in clu ded # sp re ad th ech eer. S ta rb uck s w as e m bro ile d in a p ublic c o ntr o ve rsy o ve r c o rp ora te t a xe s a t t h e t im e, a n d s o m e p eo ple u se d t h e o pportu nit y

o f t h e u nm onit o re d T w it te r c h an nel t o p ost a n gry a n d o cca sio nally o bsce n e m essa ges a b out t h e c o m pan y.

T his e p is o de h ig h lig h ts o ne o f t h e c o re d ile m mas in s o cia l m ed ia : H ow m uch c o ntr o l s h ould c o m pan ie s e xe rc is e o ve r t h e s o cia l m ed ia c h an nels t h ey s p onso r? I f

th ey t r y t o e xe rt t o o m uch c o ntr o l, t h ey c a n s ti le t h e v e ry a sp ect o f s o cia l e n ga gem en t t h ey ’r e a im in g f o r. I f t h ey e xe rt t o o lit tle , e ve n w ell- in te n tio ned e ffo rts c a n

sp in o ut o f c o ntr o l a n d le ad t o e m barra ssin g p ublic s p ecta cle s. A s s o cia l m ed ia c o ntin ue t o r e sh ap e b usin ess c o m munic a tio n, in din g t h e r ig h t b ala n ce o f

co nve rsa tio n a n d c o ntr o l p ro m is e s t o b e a n eve r-e n din g c h alle n ge. 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 0000000000000000036a8 # P70010124510000000000000000037B B) /

8.1 W ritin g S tr a te gi es f o r S o ci al M ed ia

L EA R NIN G O BJE C T IV E

1 I d en tif y s e ve n k e y p oin ts f o r u sin g s o cia l m ed ia in b usin ess c o m munic a tio n.

Sta rb uck s’s u se o f s o cia l m ed ia ( 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) m ay s e em lik e a n o bvio us m ove , b ut t h ese m ed ia r e p re se n t a

f u ndam en ta l s h if t in t h e w ay c o m pan ie s h an dle b usin ess c o m munic a tio n. T he s h if t is s till t a kin g p la ce , a s m ore c o nsu m ers a d opt s o cia l m ed ia a n d m ore

b usin esse s e x p erim en t w it h t h e b est w ay s t o in te gra te t h ese m ed ia a n d t o a d ap t t h eir in te rn al a n d e x te rn al c o m munic a tio n p ra ctic e s.

R ead ers o f s o cia l m ed ia e x p ect t o h ave a m ore e n ga ged r e la tio nsh ip w it h w rit e rs, s o c re atin g c o nte n t f o r s o cia l m ed ia r e q uir e s a n ew a p pro ach

to w rit in g.

N o m atte r w hat m ed ia o r c o m posit io nal m ode y o u a re u sin g f o r a p artic u la r m essa ge, w rit in g f o r s o cia l m ed ia r e q uir e s a d if fe re n t a p pro ach t h an f o r t r a d it io nal

m ed ia . S o cia l m ed ia h ave c h an ged t h e r e la tio nsh ip b etw een s e n der a n d r e ce iv e r, s o t h e n atu re o f t h e m essa ges n eed s t o c h an ge a s w ell. W heth er y o u’r e w rit in g a

b lo g o r p ostin g a p ro duct d em onstr a tio n v id eo t o Y o uTu be, c o nsid er t h ese t ip s f o r c re atin g s u cce ssfu l c o nte n t f o r s o cia 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 0000000000000000036a8 # P70010124510000000000000000037B D )

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

H ow s o cia l m ed ia h av e c h an ge d b usin ess c o m munic a tio n

Katie W agn er h ig h lig h ts im med ia cy, a cce ss, c o nnectio n, a n d r e se arc h . 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.

R em em ber t h at i t ’s a c o n ve rsa tio n , n ot a l e ctu re o r a s a le s p it c h . O ne o f t h e g re at a p peals o f s o cia l m ed ia is t h e f e elin g o f c o nve rsa tio n, o f p eo ple

t a lk in g with o ne a n oth er in ste ad o f o ne p erso n t a lk in g at e ve ry o ne e ls e ( s e e F ig u re 8 .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 000000000000000003480# P7001012451000000000000000003493) ). F o r a ll

t h eir t e ch nolo gic a l s o phis tic a tio n, in a n im porta n t s e n se s o cia l m ed ia p ro vid e a n ew s p in o n t h e a ge-o ld p ra ctic e o f w or d-of-mouth c o m munic a tio n. A s

m ore a n d m ore p eo ple g a in a v o ic e in t h e m ark e tp la ce , c o m pan ie s t h at t r y t o m ain ta in t h e o ld “ w e t a lk , y o u lis te n ” m in dse t a re lik e ly t o b e ig n ore d in t h e

so cia l m ed ia la n dsca p e. P eo ple g en era lly jo in s o cia l n etw ork s f o r t h e c h an ce t o in te ra ct, a n d y o u c a n h elp s tim ula te c o nve rsa tio ns b y a sk in g f o llo w ers

fo r t h eir id eas, o ptio ns, a n d f e ed back . 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 0000000000000000036a8 # P70010124510000000000000000037B F) /

Writ e i n fo rm ally b u t n ot c a re le ssly . W rit e a s a h um an b ein g, n ot a s a c o g in a f a ce le ss c o rp ora te m ach in e. A t t h e s a m e t im e, d on’t g et s lo ppy; n o o ne

w an ts t o s lo g t h ro ugh m is sp elle d w ord s a n d h alf -b ake d s e n te n ce s t o in d t h e m essa ge.

R ead ers—a nd s e arc h e n gin es—d on’t lik e s p en din g t im e t r y in g t o ig u re o ut c le ve r p uns a n d o th er w ord pla y ; m ake y o ur h ead lin es c le ar

an d d ir e ct.

C re a te c o n cis e , s p eciic , a n d i n fo rm ativ e h ea d lin es. A vo id t h e t e m pta tio n t o e n ga ge in c le ve r w ord pla y w it h h ead lin es. T his a d vic e a p plie s t o a ll

f o rm s o f b usin ess c o m munic a tio n, o f c o urse , b ut it is e sse n tia l f o r s o cia l m ed ia . R ead ers d on’t w an t t o s p en d t im e a n d e n erg y ig u rin g o ut w hat y o ur

w it ty h ead lin es m ean . S earc h e n gin es w on’t k n ow w hat t h ey m ean , e it h er, s o f e w er p eo ple w ill in d y o ur c o nte n t.

G et i n vo lv e d a n d s ta y i n vo lv e d . S o cia l m ed ia u ndersta n dab ly m ake s o m e b usin essp eo ple n erv o us b eca u se t h ey d on’t p erm it a h ig h le ve l o f c o ntr o l

ove r m essa ges. H ow eve r, d on’t h id e f r o m c rit ic is m —i t c a n b e v a lu ab le f e ed back . T a ke t h e o pportu nit y t o c o rre ct m is in fo rm atio n o r e x p la in h ow

m is ta ke s w ill b e ix e d .

If y o u n eed t o p ro m ote s o m eth in g, d o s o i n dir e ctly . J u st a s y o u s h ould n’t im pose o n p eo ple w it h a s a le s p it c h d urin g a n in fo rm al s o cia l g a th erin g,

re fr a in f r o m b la ta n t p ro m otio nal e ffo rts in s o cia l m ed ia .

B e t r a n sp are n t a n d h on est. H onesty is a lw ay s e sse n tia l, o f c o urse , b ut a p artic u la r is su e t h at h as r e ce n tly t r ip ped u p a f e w c o m pan ie s is h id in g b eh in d

an o nlin e p erso na—e it h er a ic tit io us c h ara cte r w hose w rit in g is a ctu ally d one b y a c o rp ora te m ark e tin g s p ecia lis t o r a r e al p erso n w ho f a ils t o d is clo se

a n a filia tio n w it h a c o rp ora te s p onso r.

T hin k b efo re y o u p ost! I n div id uals a n d c o m pan ie s h ave b een s u ed b eca u se o f c a re le ss T w it te r u pdate s, e m plo ye es h ave b een ir e d f o r in ap pro pria te

F ace b ook p osts , v it a l c o m pan y s e cre ts h ave b een le ake d , a n d b usin ess a n d p erso nal r e la tio nsh ip s h ave b een s tr a in ed . T o b e s a fe , a ssu m e t h at e ve ry

m essa ge y o u p ost w ill b e r e ad b y p eo ple f a r b eyo nd y o ur o rig in al a u die n ce .

A m om en ta ry la p se in ju dgm en t w hile w rit in g m essa ges f o r s o cia l m ed ia c a n c a u se t r e m en dous d am age t o y o ur c a re er o r y o ur c o m pan y. /

Fig u re 8 .1 C o m munit y B uild in g v ia S o cia l M ed ia

C u sto m er-a filia tio n g ro ups c a n b e a n e ffe ctiv e w ay t o b uild s ta ke h old er s u pport f o r a c o m pan y a n d it s p ro ducts . I n dia n M oto rc y cle s u se d t h is G oogle + p ost t o

s p ur in te re st in it s r id er g ro ups.

C ou rte sy P ola ris I n dustr ie s. G oogle a n d t h e G oogle l o go a re r e gis te re d t r a d em ark s o f G oogle I n c., u se d w it h p erm is sio n . /

8.2 S o ci al N etw ork s

LEA R NIN G O BJE C T IV E

2 D escrib e t h e b usin ess c o m munic a tio n a p plic a tio ns o f s o cia l n etw ork s.

S o cia l n etw ork s ( 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 0000000000000000036a8 # P70010124510000000000000000036C0) ,

o nlin e s e rv ic e s t h at h elp p eo ple a n d o rg a n iz a tio ns f o rm c o nnectio ns a n d s h are in fo rm atio n, h ave r e ce n tly b eco m e a m ajo r f o rc e in b oth in te rn al a n d e x te rn al

b usin ess c o m munic a tio n. I n a d dit io n t o F ace b ook, a v a rie ty o f p ublic a n d p riv a te s o cia l n etw ork s a re u se d b y b usin esse s a n d p ro fe ssio nals . T hese c a n b e

gro uped in to t h re e c a te go rie s:

B usin ess c o m munic a to rs m ake u se o f a w id e r a n ge o f s p ecia liz e d a n d p riv a te s o cia l n etw ork s, in a d dit io n t o p ublic n etw ork s s u ch a s F ace b ook

an d G oogle + .

P ublic , g en era l-p urp ose n etw ork s. F ace b ook a n d G oogle + a re t h e la rg est a n d b est-k n ow n o f t h ese n etw ork s. A ddit io nally , r e gio nally f o cu se d

n etw ork s h ave s ig n i ic a n t u se r b ase s in s o m e c o untr ie s, s u ch a s Ch in a’s R en re n a n d K aix in 001. 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 0000000000000000036a8 # P70010124510000000000000000037C1)

P ublic , s p ecia liz ed n etw ork s. W here as F ace b ook a n d G oogle + s e rv e a w id e v a rie ty o f p erso nal a n d p ro fe ssio nal n eed s, o th er n etw ork s f o cu s o n a

p artic u la r f u nctio n o r a p artic u la r a u die n ce . T he m ost w id ely k n ow n is L in ke d In , w it h it s e m phasis o n c a re er- a n d s a le s-r e la te d n etw ork in g. O th er

n etw ork s a d dre ss t h e n eed s o f e n tr e p re n eu rs, s m all- b usin ess o w ners, s p eci ic p ro fe ssio ns, p ro duct e n th usia sts , a n d o th er n arro w er a u die n ce s.

P riv a te n etw ork s. S o m e c o m pan ie s h ave b uilt p riv a te s o cia l n etw ork s f o r in te rn al u se , e it h er a s s ta n dalo ne s y ste m s o r a s p art o f b ro ad er c o lla b ora tio n

an d c o m munic a tio n s y ste m s ( s u ch a s Ce mex ’s S h if t , p ro ile d in Ch 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) ). T he R ed

R obin r e sta u ra n t c h ain , f o r e xa m ple , u se s t h e Y a m mer s o cia l n etw ork t o s h are in fo rm atio n a cro ss t h e o rg a n iz a tio n n atio nw id e a n d u p a n d d ow n t h e

co rp ora te la d der. W hile m an y c o m pan ie s h ave f o und s u cce ss w it h in te rn al s o cia l n etw ork s, a r e cu rrin g p ro ble m is g ettin g e n ough p eo ple in a n

o rg a n iz a tio n t o u se t h em . W hen t o p e xe cu tiv e s a re v is ib le p artic ip an ts a n d u se t h e n etw ork s t o s h are v it a l in fo rm atio n, e m plo ye es a re m ore lik e ly t o

s ta y a ctiv e o n t h em a s w ell. 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 0000000000000000036a8 # P70010124510000000000000000037C3)

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y L IS T EN IN G T O T H ESE P O D CA ST S

G et d aily t ip s o n u sin g s o cia l m ed ia i n y o u r b usin ess

T hese b rie f p odca sts f o cu s o n m ark e tin g a p plic a tio ns o f s o cia l m ed ia . 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. /

Rega rd le ss o f t h e p urp ose a n d a u die n ce , s o cia l n etw ork s a re m ost b en eic ia l w hen a ll p artic ip an ts g iv e a n d r e ce iv e in fo rm atio n, a d vic e , s u pport, a n d

in tr o ductio ns—j ust a s in o flin e in te ra ctio ns. T he f o llo w in g t w o s e ctio ns d escrib e h ow s o cia l n etw ork s a re u se d in b usin ess c o m munic a tio n a n d o ffe r a d vic e o n

usin g t h ese p la tfo rm s s u cce ssfu lly .

B US IN ESS C O M M UN IC AT IO N US ES O F S O CIAL N ET W ORK S

MOBIL E A PP

The s o cia l m ed ia m an agem en t a p p So cia lO om ph le ts y o u m onit o r m ult ip le s o cia l m ed ia s it e s, s ch ed ule u pdate s,

a n d p erfo rm o th er t im e-s a v in g t a sk s.

W it h t h eir a b ilit y t o r e ach v ir tu ally u nlim it e d n um bers o f p eo ple t h ro ugh a v a rie ty o f d ig it a l f o rm ats , s o cia l n etw ork s a re a g re at it f o r m an y b usin ess

co m munic a tio n n eed s. H ere a re s o m e o f t h e k e y a p plic a tio ns o f s o cia l n etw ork s f o r in te rn al a n d e x te rn al b usin ess c o m munic a tio n:

In te gra tin g c o m pan y w ork fo rc e s. J u st a s p ublic n etw ork s c a n b rin g f r ie n ds a n d f a m ilie s t o geth er, in te rn al s o cia l n etw ork s c a n h elp c o m pan ie s g ro w

clo se r, in clu din g h elp in g n ew e m plo ye es n av ig a te t h eir w ay t h ro ugh t h e o rg a n iz a tio n b y in din g e x p erts , m en to rs, a n d o th er im porta n t c o nta cts ;

e n co ura gin g w ork fo rc e s t o je ll a fte r r e o rg a n iz a tio ns o r m erg ers; a n d o ve rc o m in g s tr u ctu ra l b arrie rs in c o m munic a tio n c h an nels , b yp assin g t h e f o rm al

co m munic a tio n s y ste m t o d eliv e r in fo rm atio n w here it is n eed ed in a t im ely f a sh io n.

Fo ste rin g c o lla bora tio n . N etw ork s c a n p la y a m ajo r r o le in c o lla b ora tio n b y id en tif y in g t h e b est p eo ple , b oth in sid e t h e c o m pan y a n d a t o th er

co m pan ie s, t o c o lla b ora te o n p ro je cts ; in din g p ock e ts o f k n ow le d ge a n d e x p ertis e w it h in t h e o rg a n iz a tio n; g iv in g m eetin g o r s e m in ar p artic ip an ts a w ay

to m eet b efo re a n e ve n t t a ke s p la ce a n d t o m ain ta in r e la tio nsh ip s a fte r e ve n ts ; a cce le ra tin g t h e d eve lo pm en t o f t e am s b y h elp in g t e am m em bers g et t o

k n ow o ne a n oth er a n d id en tif y in div id ual a re as o f e x p ertis e ; a n d s h arin g in fo rm atio n t h ro ugh out t h e o rg a n iz a tio n.

Co mmunit y b uild in g, b oth w it h in c o m pan ie s a n d w it h c u sto m ers a n d o th er e x te rn al p artie s, is a n im porta n t f u nctio n o f s o cia l n etw ork in g.

B uild in g c o m munit ie s. S o cia l n etw ork s a re a n atu ra l t o ol f o r b rin gin g t o geth er communitie s of practic e , p eo ple w ho e n ga ge in s im ila r w ork , a n d

communitie s of interest , p eo ple w ho s h are e n th usia sm f o r a p artic u la r p ro duct o r a ctiv it y . L arg e a n d g eo gra p hic a lly d is p erse d c o m pan ie s c a n b en eit

g re atly f r o m c o m munit ie s o f p ra ctic e t h at c o nnect e x p erts w ho m ay w ork in d if fe re n t d iv is io ns o r d if fe re n t c o untr ie s. Co mmunit ie s o f in te re st t h at f o rm

a ro und a s p eci ic p ro duct a re s o m etim es c a lle d bra n d c o m munit ie s

(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 0000000000000000036a8 # P70010124510000000000000000036B 1) , a n d

nurtu rin g t h ese c o m munit ie s c a n b e a v it a l b usin ess c o m munic a tio n t a sk . S o m e c o m munit ie s s p rin g u p s p onta n eo usly w hen p ro duct e n th usia sts

c o nnect o nlin e, w here as o th ers a re m ore f o rm al o rg a n iz a tio ns e sta b lis h ed b y c o m pan ie s t o h elp c u sto m ers u se t h eir p ro ducts m ore s u cce ssfu lly a n d

en ga ge w it h lik e -m in ded in div id uals . T he S A P Co mmunit y N etw ork , f o r in sta n ce , s e t u p b y t h e e n te rp ris e s o ftw are c o m pan y S A P, h as m ore t h an 2 .5

m illio n m em bers. 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 0000000000000000036a8 # P70010124510000000000000000037C5)

RE AL-T IM E UP DAT ES /

L E ARN M ORE B Y RE AD IN G T H IS P D F

Sta rb uck s’s s o cia l m ed ia g u id elin es

The c o ffe e g ia n t’s g u id elin es f o r it s e m plo ye es o ffe r g o od a d vic e f o r a ll b usin ess c o m munic a to rs. 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.

Socializing a b ra n d is b eco m in g a n in cre asin gly im porta n t e le m en t o f m ark e tin g a n d p ublic r e la tio ns s tr a te gie s.

S o cia liz in g b ra n ds a n d c o m pan ie s. A cco rd in g t o o ne s u rv e y o f c o m pan y e xe cu tiv e s, socializ ation n ow a cco unts f o r m ore t h an h alf o f a c o m pan y’s o r

bra n d’s g lo bal r e p uta tio n. 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 0000000000000000036a8 # P70010124510000000000000000037C7) B ra n d

so cia liz 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 0000000000000000036a8 # P70010124510000000000000000036B 4) is a

m easu re o f h ow e ffe ctiv e ly a c o m pan y e n ga ges w it h it s v a rio us o nlin e s ta ke h old ers in a m utu ally b en eic ia l e xch an ge o f in fo rm atio n. T he g a m e a n d d oll

m ake r M atte l e n ga ges it s T w it te r f o llo w ers b y a n sw erin g p ro duct q uestio ns, r e p ostin g f a n v id eo s, a n d a ck n ow le d gin g e n th usia stic p ra is e f r o m

cu sto m ers. 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 0000000000000000036a8 # P70010124510000000000000000037C9)

U ndersta n din g t a rg et m ark ets . W it h h undre d s o f m illio ns o f p eo ple e x p re ssin g t h em se lv e s v ia s o cia l m ed ia , y o u c a n b e s u re t h at s m art c o m pan ie s a re

lis te n in g. W hen a sk e d a b out t h e v a lu e o f h av in g m illio ns o f F ace b ook f a n s, Co ca -Co la ’s CE O M uhta r K en t r e p lie d , “ T he v a lu e is y o u c a n t a lk w it h t h em .

They t e ll y o u t h in gs t h at a re im porta n t f o r y o ur b usin ess a n d b ra n ds.” 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 0000000000000000036a8 # P70010124510000000000000000037CB ) In a d dit io n,

a n um ber o f t o ols n ow e x is t t o g a th er m ark e t in te llig en ce f r o m s o cia l m ed ia m ore o r le ss a u to m atic a lly . F o r e xa m ple , sentiment anal ysis a n d reput ation

analysis t o ols u se a d va n ce d la n gu age-a n aly sis a lg o rit h m s t o a sse ss t h e r e p uta tio ns o f c o m pan ie s a n d in div id uals , m easu re t h e e m otio nal q ualit y o f

onlin e c o nve rsa tio ns, id en tif y o utr a ge “ h ot s p ots ” o n s o cia l m ed ia , a n d u nco ve r t r e n din g t o pic s o f in te re st. 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 0000000000000000036a8 # P70010124510000000000000000037CD )

So cia l n etw ork s a re v it a l t o ols f o r d is tr ib utin g in fo rm atio n a s w ell a s f o r g a th erin g in fo rm atio n a b out t h e b usin ess e n vir o nm en t.

R ecru it in g e m plo ye es a n d b u sin ess p artn ers. Co mpan ie s u se s o cia l n etw ork s t o in d p ote n tia l e m plo ye es, s h ort-te rm c o ntr a cto rs, s u bje ct-m atte r

ex p erts , p ro duct a n d s e rv ic e s u pplie rs, a n d b usin ess p artn ers. A k e y a d va n ta ge h ere is t h at t h ese in tr o ductio ns a re m ad e v ia t r u ste d c o nnectio ns in a

p ro fe ssio nal n etw ork . O n L in ke d In , f o r e xa m ple , m em bers c a n r e co m men d e ach o th er b ase d o n c u rre n t o r p ast b usin ess r e la tio nsh ip s, w hic h h elp s

re m ove t h e u nce rta in ty o f in it ia tin g b usin ess r e la tio nsh ip s w it h s tr a n gers.

C o n nectin g w it h s a le s p ro sp ects . S ale sp eo ple o n n etw ork s s u ch a s L in ke d In c a n u se t h eir n etw ork c o nnectio ns t o id en tif y p ote n tia l b uye rs a n d t h en

ask f o r in tr o ductio ns t h ro ugh t h ose s h are d c o nnectio ns. S ale s n etw ork in g c a n r e d uce cold c alling , t e le p honin g p ote n tia l c u sto m ers o ut o f t h e b lu e—a /

pra ctic e t h at f e w p eo ple o n e it h er e n d o f t h e c o nve rsa tio n in d p le asa n t.

S u pportin g c u sto m ers. C u sto m er s e rv ic e is a n oth er o ne o f t h e f u ndam en ta l a re as o f b usin ess c o m munic a tio n t h at h ave b een r e vo lu tio niz e d b y s o cia l

m ed ia . Social cust omer service in vo lv e s u sin g s o cia l n etw ork s a n d o th er s o cia l m ed ia t o ols t o g iv e c u sto m ers a m ore c o nve n ie n t w ay t o g et h elp f r o m t h e

co m pan y a n d t o h elp e ach o th er.

E xte n din g t h e o rg a n iz a tio n . S o cia l n etw ork in g is a ls o f u elin g t h e g ro w th o f net wor ked or ganiz ations , s o m etim es k n ow n a s virtual or ganiz ations , w here

c o m pan ie s s u pple m en t t h e t a le n ts o f t h eir e m plo ye es w it h s e rv ic e s f r o m o ne o r m ore e x te rn al p artn ers, s u ch a s a d esig n la b , a m an ufa ctu rin g ir m , o r a

s a le s a n d d is tr ib utio n c o m pan y.

C ro w dsp ea kin g. Co mpan ie s, n onpro it s , m usic ia n s, a u th ors, a n d o th ers c a n u se cr ow dspeaking t o “ b oost a s ig n al.” Cr ow dsp eakin g s e rv ic e s s u ch a s

T hunderc la p a n d H ead Ta lk e r w ork in m uch t h e s a m e m an ner a s K ic k sta rte r a n d o th er c ro w dfu ndin g s it e s. S o m eo ne w it h a m essa ge t o s p re ad s e ts a

c a m paig n g o al, s u ch a s r e cru it in g 1 00 s u pporte rs t o h elp s h are t h e m essa ge. I f t h at g o al is r e ach ed , t h e m essa ge is “ tr ig gere d ” a n d a u to m atic a lly s e n t t o

a ll t h e f o llo w ers in a ll t h ose s u pporte rs’ s o cia l n etw ork s. B y t a kin g a d va n ta ge o f t h e social r eac h o f t h eir s u pporte rs, c o m munic a to rs c a n r e ach

h undre d s o r t h ousa n ds o f t im es a s m an y p eo ple a s t h ey c o uld o n t h eir o w 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 0000000000000000036a8 # P70010124510000000000000000037CF)

B U SIN ESS C O M M UN IC AT O RS I N NOVA T IN G W IT H S O CIA L M ED IA

Co mpan ie s in v ir tu ally e ve ry in dustr y u se s o cia l m ed ia a n d c o ntin ue t o e x p erim en t w it h n ew w ay s t o c o nnect w it h c u sto m ers a n d o th er s ta ke h old ers.

F ro m o ffe rin g h elp fu l t ip s o n u sin g p ro ducts t o h elp in g c u sto m ers m eet e ach o th er, t h ese c o m pan ie s s h ow t h e e n orm ous r a n ge o f p ossib ilit ie s t h at n ew

m ed ia c o ntin ue t o b rin g t o b usin ess c o m munic a tio n.

R ecru it in g a n d B usi ness- Fo cu sed S o ci al N etw ork s

M ark e to , a d eve lo per o f d ig it a l m ark e tin g s o ftw are , m ain ta in s a p ro ile in L in ke d In , a s d o h undre d s o f it s e m plo ye es. /

Cou rte sy o f M ark e to , I n c. A ll r ig h ts r e se rv e d .

T w eetu ps

A p ow erfu l c a p ab ilit y o f o nlin e s o cia l m ed ia is b rin gin g p eo ple w it h s im ila r in te re sts t o geth er o flin e. Tw eetups , f o r e xa m ple , a re in -p erso n m eetin gs

p la n ned a n d o rg a n iz e d o ve r T w it te r. /

Mon ke y B usin ess/ F oto lia

V alu e-A dded C o n te n t v ia S o ci al N etw ork s

Thousa n ds o f c o m pan ie s a re o n s o cia l n etw ork in g p la tfo rm s, b ut b la ta n tly p ro m otio nal p osts a re n ot a lw ay s w elc o m e b y f a n s a n d f o llo w ers. I n ste ad ,

co m pan ie s s u ch a s W hole F o ods u se s o cia l n etw ork s t o s h are in fo rm atio n o f in te re st, s u ch a s r e cip es a n d n utr it io nal a d vic e . /

Cou rte sy W hole F ood s M ark e t.

V alu e-A dded C o n te n t v ia B lo ggi ng

One o f t h e b est w ay s t o b eco m e a v a lu ed m em ber o f a n etw ork is t o p ro vid e c o nte n t t h at is u se fu l t o o th ers in t h e n etw ork . T he Q uiz zle p erso nal in an ce

b lo g o ffe rs a s te ad y s tr e am o f a rtic le s a n d a d vic e t h at h elp p eo ple m an age t h eir in an ce s. /

© Q uiz zle .

V alu e-A dded C o n te n t v ia O nli n e V id eo

Lie -N ie ls e n T o olw ork s o f W arre n , M ain e, u se s it s Y o uTu be c h an nel t o o ffe r v a lu ab le in fo rm atio n o n c h oosin g a n d u sin g p re m iu m w oodw ork in g t o ols . B y

pro vid in g s o ugh t-a fte r in fo rm atio n f o r b oth c u rre n t a n d p ote n tia l c u sto m ers f r e e o f c h arg e, t h ese v id eo s h elp L ie -N ie ls e n f o ste r r e la tio nsh ip s w it h t h e

w orld w id e w oodw ork in g c o m munit y a n d s o lid if y it s p osit io n a s o ne o f t h e le ad ers in t h is m ark e t. A nim al P la n et, B est W este rn , a n d T a co B ell a re a m ong t h e

m an y o th er c o m pan ie s t h at m ake e ffe ctiv e u se o f b ra n ded c h an nels o n Y o uTu be. /

© 2 013 b y L ie -N ie ls e n T o olw ork s, I n c. U se d b y p erm is sio n .

E m plo ye e R ecru it in g

Zap pos is o ne o f t h e m an y c o m pan ie s n ow u sin g T w it te r a s a r e cru it in g t o ol. T he c o m pan y’s @ In sid eZ ap pos a cco unt g iv e s p ote n tia l e m plo ye es a n in sid er’s

lo ok a t t h e c o m pan y’s o fb eat a n d u pbeat c u lt u re . /

Cou rte sy o f Z ap pos.

S T RA TEG IE S F O R B US IN ESS C O M M UN IC AT IO N O N S O CIAL N ET W ORK S

So cia l n etw ork s o ffe r a ttr a ctiv e o pportu nit ie s f o r b usin ess c o m munic a tio n, b ut t h ey m ust b e u se d w it h t h e s a m e c a re a s o th er p ro fe ssio nal m ed ia . F o llo w t h ese

g u id elin es t o m ake t h e m ost o f s o cia l n etw ork s f o r b oth p erso nal b ra n din g a n d c o m pan y c o m munic a tio n: 12

(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 0000000000000000036a8 # P70010124510000000000000000037D 1)

Ch oose t h e b est c o m posit io n m ode ( s e e 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) ) f o r

eve ry m essa ge t y p e y o u p ost o n s o cia l n etw ork s. /

Ch oose t h e b est c o m posit io n al m od e f o r e a ch m essa ge, p urp ose , a n d n etw ork . A s y o u v is it v a rio us s o cia l n etw ork s, t a ke s o m e t im e t o o bse rv e t h e

va rie ty o f m essa ge t y p es y o u s e e in d if fe re n t p arts o f e ach w eb sit e . F o r e xa m ple , t h e in fo rm al s ta tu s u pdate m ode w ork s w ell f o r F ace b ook p osts b ut

w ould b e le ss e ffe ctiv e f o r c o m pan y o ve rv ie w s a n d m is sio n s ta te m en ts .

O ffe r v a lu able c o n te n t t o m em bers o f y o u r o n lin e c o m munit ie s. P eo ple d on’t jo in s o cia l n etw ork s t o b e s a le s t a rg ets . T hey jo in lo okin g f o r

co nnectio ns a n d in fo rm atio n. C ont ent mar keting is t h e p ra ctic e o f p ro vid in g f r e e in fo rm atio n t h at is v a lu ab le t o c o m munit y m em bers b ut t h at a ls o h elp s

a c o m pan y b uild c lo se r t ie s w it h c u rre n t a n d p ote n tia l c u sto m ers. 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 0000000000000000036a8 # P70010124510000000000000000037D 3)

Jo in e x is tin g c o n ve rsa tio n s. S earc h f o r o nlin e c o nve rsa tio ns t h at a re a lr e ad y t a kin g p la ce . A nsw er q uestio ns, s o lv e p ro ble m s, a n d r e sp ond t o r u m ors

a n d m is in fo rm atio n.

RE AL-T IM E UP DAT ES

L E ARN M ORE B Y RE AD IN G T H IS I N FO GRAP HIC

S o cia l s h am in g i n t o d ay ’s b usin ess l a n dsca p e

See h ow t o day ’s c o nsu m ers u se t h e p ow er o f s o cia l m ed ia t o g et s a tis fa ctio n f r o m c o m pan ie s. 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.

A nch or y o u r o n lin e p re se n ce i n y o u r h ub. A lt h ough it ’s im porta n t t o jo in t h ose c o nve rsa tio ns a n d b e v is ib le w here y o ur s ta ke h old ers a re a ctiv e , it ’s

e q ually im porta n t t o a n ch or y o ur p re se n ce a t y o ur o w n c e n tr a l hub —a w eb p re se n ce y o u o w n a n d c o ntr o l. ( Co ntr o l is im porta n t b eca u se t r y in g t o u se

F ace b ook, T w it te r, o r a n oth er s e rv ic e a s a h ub le ave s y o u a t t h e m erc y o f c h an ges in d esig n , t e rm s o f s e rv ic e , a n d o th er v a ria b le s.) T he h ub c a n b e a

c o nve n tio nal w eb sit e o r a c o m bin atio n o f a w eb sit e , a b lo g, a n d a c o m pan y-s p onso re d o nlin e c o m munit y , f o r e xa m ple . 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 0000000000000000036a8 # P70010124510000000000000000037D 5) U se t h e

hub t o c o nnect t h e v a rio us p ie ce s o f y o ur o nlin e “ s e lf ” ( a s a n in div id ual o r a c o m pan y) t o m ake it e asie r f o r p eo ple t o in d a n d f o llo w y o u. F o r e xa m ple ,

yo u c a n lin k t o y o ur b lo g f r o m y o ur L in ke d In p ro ile o r a u to m atic a lly a n nounce n ew b lo g p osts o n T w it te r.

F a cilit a te c o m munit y b u ild in g. M ake it e asy f o r c u sto m ers a n d o th er a u die n ce s t o c o nnect w it h t h e c o m pan y a n d w it h e ach o th er. F o r in sta n ce , y o u

ca n u se t h e g ro up f e atu re o n F ace b ook, L in ke d In , a n d o th er s o cia l n etw ork s t o c re ate a n d f o ste r s p ecia l- in te re st c o m munit ie s w it h in y o ur n etw ork s.

G ro ups a re a g re at w ay t o c o nnect p eo ple w ho a re in te re ste d in s p eci ic t o pic s, s u ch a s o w ners o f a p artic u la r p ro duct.

P ro ducts c a n b e p ro m ote d o n s o cia l n etw ork s, b ut it n eed s t o b e d one in a lo w -k e y, in dir e ct w ay.

R estr ic t c o n ve n tio n al p ro m otio n al e ffo rts t o t h e r ig h t t im e a n d r ig h t p la ce. P ersu asiv e c o m munic a tio n e ffo rts a re s till v a lid f o r s p eci ic

c o m munic a tio n t a sk s, s u ch a s r e gu la r a d ve rtis in g a n d t h e p ro duct in fo rm atio n p ages o n a w eb sit e , b ut e ffo rts t o in je ct b la ta n t “ s a le sp eak” in to s o cia l

n etw ork in g c o nve rsa tio ns a re u su ally n ot w elc o m e.

M ain ta in a c o n sis te n t p erso n alit y . E ach s o cia l n etw ork is a u niq ue e n vir o nm en t w it h p artic u la r n orm s o f c o m munic a tio n. 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 0000000000000000036a8 # P70010124510000000000000000037D 7) A s a s tr ic tly

b usin ess-o rie n te d n etw ork , f o r e xa m ple , L in ke d In h as a m ore f o rm al “ v ib e” t h an F ace b ook a n d G oogle + w hic h c a te r t o b oth c o nsu m ers a n d b usin esse s. /

While a d ap tin g t o t h e e x p ecta tio ns o f e ach n etw ork , h ow eve r, b e s u re t o m ain ta in a c o nsis te n t p erso nalit y a cro ss a ll t h e n etw ork s in w hic h y o u a re

a ctiv e . 16 ( 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 0000000000000000036a8 # P70010124510000000000000000037D 9)

See “W rit in g P ro m otio n al M essa ges f o r S o cia l M ed ia

( 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 000000000000000004a7 a# P7001012451000000000000000004A C2) ” in Ch ap te r 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 000000000000000004853# P7001012451000000000000000004853) (p ages 3 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 000000000000000004a7 a# page_3 44) –3 46

(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 000000000000000004a7 a# page_3 46) ) f o r m ore t ip s o n w rit in g m essa ges f o r s o cia l

n etw ork s a n d o th er s o cia l m ed ia . /

8.3 I n fo rm atio n - a n d C o n te n t-S h ari ng S it e s

LEA R NIN G O BJE C T IV E

3 E xp la in h ow in fo rm atio n- a n d c o nte n t-s h arin g s it e s a re u se d in b usin ess c o m munic a tio n.

So cia l n etw ork s a llo w m em bers t o s h are in fo rm atio n a n d m ed ia a s p art o f t h e n etw ork in g e x p erie n ce , b ut 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. T hough t h e ie ld is d iv e rse a n d s till e vo lv in g, t h e p ossib ilit ie s c a n b e d iv id ed in to u se r-g en era te d c o nte n t s it e s, c o nte n t c u ra tio n s it e s, a n d

co m munit y Q &A s it e s.

T H E F U TURE O F C O M M UN IC AT IO N

A ugm en te d R ea li t y a n d V irt ual R ea li t y

A ugm en te d r e alit y a n d v ir tu al r e alit y ( V R) a re t w o in tr ig u in g t e ch nolo gie s t h at a re s ta rtin g t o c h an ge t h e w ay e m plo ye es p erfo rm a v a rie ty o f jo b t a sk s, f r o m

tr a in in g t o r e se arc h a n d d eve lo pm en t t o c u sto m er s e rv ic e . A ugm en te d r e alit y p ro vid es a la ye r o f d ig it a l in fo rm atio n t h at e n han ce s t h e im med ia te p hysic a l

re alit y a p erso n s e es. T his in fo rm atio n c a n b e a s s im ple a s t e x t t h at d is p la y s o n a m obile o r w eara b le d ev ic e p oin te d a t a p artic u la r lo ca tio n o r it e m , o r a s

ela b ora te a s 3 D g ra p hic s t h at o ve rla y w hate ve r liv e s ce n e t h e u se r is lo okin g a t t h ro ugh a d ev ic e . F o r e xa m ple , u sin g a n a u gm en te d r e alit y a p p, t e ch nic ia n s c a n

p oin t a s m artp hone o r t a b le t a t a m ach in e a n d g et in fo rm atio n a b out it s o pera tio n a n d r e p air . T ra ve le rs c a n u se m obile d ev ic e s t o g et a d dit io nal in fo rm atio n

ab out e n vir o nm en ts t h ey ’r e m ovin g t h ro ugh —e ve ry th in g f r o m r e v ie w s o f a r e sta u ra n t t h ey ’r e w alk in g p ast t o d eta ils a b out t h e v a rio us b usin esse s in a n o fic e

b uild in g.

In c o ntr a st, V R c re ate s a s im ula tio n in w hic h t h e p erso n e x p erie n ce s t h e s e n sa tio n o f b ein g in a n e n vir o nm en t, e ve n t h ough t h at e n vir o nm en t is e n tir e ly

c o m pute r-g en era te d . ( H olo gra m s, in w hic h 3 D r e p re se n ta tio ns o f r e al p eo ple a re p ro je cte d in to a p hysic a l s p ace , a re e x p lo re d o n p age 4 87

(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 000000000000000006018# page_4 87) .) F o r t r a in in g a p plic a tio ns, f o r e xa m ple , if it is

d if ic u lt , e x p en siv e , o r d an gero us t o p ut t r a in ees in a r e al- lif e s it u atio n, a V R s im ula tio n c a n le t e m plo ye es e x p erie n ce t h e s e n sa tio n o f b ein g t h ere a n d d oin g

w hate ve r t a sk s a re r e q uir e d . V R c a n a ls o h elp p eo ple e x p erie n ce a p ro duct o r s tr u ctu re b efo re it is b uilt . F o rd u se s V R t o g et f e ed back f r o m d riv e rs b y le ttin g

th em s it in a n d e x p erie n ce p ro to ty p e d esig n s b efo re t h e c a rs a re m an ufa ctu re d , a n d A udi le ts b uye rs e x p erie n ce a v ir tu al c a r w it h t h e o ptio ns t h ey ’d lik e t o

o rd er. T he h om e im pro ve m en t c h ain L ow es u se s V R t o le t c u sto m ers w alk t h ro ugh r o om s t h ey w an t t o b uild o r r e d eco ra te in t h eir h om es. T hese s im ula te d

ex p erie n ce s c a n c o m munic a te m uch m ore p ow erfu lly t h an v id eo , p hoto s, o r o th er c o nve n tio nal m ed ia .

W HAT ’S Y O UR P R ED IC T IO N?

Rese arc h a n a u gm en te d o r V R s y ste m t h at is c u rre n tly u se d f o r b usin ess p urp ose s ( n ot g a m es o r o th er e n te rta in m en t s y ste m s, in o th er w ord s). W rit e a o ne-

p ara gra p h s u m mary o f h ow t h is t e ch nolo gy is m ore e ffe ctiv e t h an c o nve n tio nal b usin ess m ed ia a n d o ffe r y o ur p re d ic tio n o n w heth er it w ill e n te r t h e

m ain str e am o f b usin ess u sa ge.

So u rc e s: P ete r R ay A llis o n , “ A ugm en te d R ealit y B usin ess A pplic a tio n s S ta rt t o G et R eal,” C om pu te rW eek ly , M ay 2 015, w ww.c o m pute rw eek ly .c o m ( h ttp :/ /w ww.com pute rw eek ly .c om ) ;

N ic o le L ask o w sk i, “ A ugm en te d a n d V ir tu al R ealit y M ake a P la y f o r t h e E nte rp ris e ,” T ech Ta rg et , F eb ru ary 2 016, w ww.t e ch ta rg et.c o m ( h ttp :/ /w ww.tech ta rg e t.c om ) ; L eo K in g, “ F ord ,

W here V ir tu al R ealit y I s A lr e ad y M an ufa ctu rin g R ealit y ,” F o rb es , 3 M ay 2 014, w ww.f o rb es.c o m ( h ttp :/ /w ww.fo rb es.c om ) ; J a ck E . G old , “ A ugm en te d -R ealit y T e ch nolo gy M ay T ra n sfo rm /

Work A s W e K now I t ,” T ech Ta rg et , J u ne 2 015, w ww.t e ch ta rg et.c o m ( h ttp :/ /w ww.tech ta rg e t.c om ) ; L ow e’s I n nova tio n L ab s, a cce sse d 2 3 F eb ru ary 2 016,

w ww.l o w esin nova tio nla b s.c o m /h olo ro om ( h ttp :/ /w ww.lo w esin nova tio n la b s.c om /h olo ro om ) .

US ER -G EN ERA TED C O NTEN T S IT ES

Yo uTu be a n d o th er u se r-g en era te d c o nte n t s it e s a re n ow im porta n t b usin ess c o m munic a tio n c h an nels .

Y o uTu be, F lic k r, Y e lp , a n d o th er u se r-g en era te d c o n te n t ( U GC) s it e s

(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 0000000000000000036a8 # P70010124510000000000000000036C6) , in w hic h u se rs,

ra th er t h an w eb sit e o w ners, c o ntr ib ute m ost o r a ll o f t h e c o nte n t, h ave b eco m e s e rio us b usin ess t o ols . O n Y o uTu be, f o r e xa m ple , c o m pan ie s p ost e ve ry th in g

fr o m p ro duct d em onstr a tio ns a n d T V c o m merc ia ls t o c o m pan y p ro ile s a n d t e ch nic a l s u pport e x p la n atio ns.

M ore o ve r, t h e b usin ess c o m munic a tio n v a lu e o f s it e s s u ch a s Y o uTu be g o es b eyo nd t h e m ere a b ilit y t o d eliv e r c o nte n t. T he s o cia l a sp ects o f t h ese s it e s, in clu din g

th e a b ilit y t o v o te f o r, c o m men t o n, a n d s h are m ate ria l, e n co ura ge e n th usia sts t o s p re ad t h e w ord a b out t h e c o m pan ie s a n d p ro ducts t h ey e n dorse . 17

(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 0000000000000000036a8 # P70010124510000000000000000037D B)

Co mpan ie s c a n a ls o e n co ura ge U GC s u bm is sio ns o n t h eir o w n w eb sit e s o r t h ro ugh o th er s o cia l m ed ia p la tfo rm s, s u ch a s T w it te r a n d F ace b ook. B urb erry,

S ta rb uck s, a n d B elk in a re a m ong t h e c o m pan ie s t h at g en era te d t h ousa n ds o f r e sp onse s w hen t h ey in vit e d c u sto m ers t o s u bm it p hoto s a n d o th er m ed ia . 18

(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 0000000000000000036a8 # P70010124510000000000000000037D D)

The “ v o ic e o f t h e c ro w d,” w hic h is e n ab le d t h ro ugh s o cia l m ed ia s it e s, c a n d ra m atic a lly in lu en ce t h e w ay b usin esse s a re m an aged .

A s o ne e xa m ple o f t h e w ay t h ese s it e s a re c h an gin g b usin ess c o m munic a tio n, Y e lp h as b eco m e a m ajo r a n d s o m etim es c o ntr o ve rsia l in lu en ce o n c o nsu m er

b eh av io r a t a lo ca l le ve l b y a ggre ga tin g m illio ns o f r e v ie w s o f s to re s, r e sta u ra n ts , a n d o th er b usin esse s a cro ss t h e U nit e d S ta te s. 1 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 0000000000000000036a8 # P70010124510000000000000000037D F) W it h t h e v o ic e o f t h e

cro w d a ffe ctin g c o nsu m er b eh av io r, b usin esse s n eed t o ( 1 ) f o cu s o n p erfo rm in g a t a h ig h le ve l s o t h at c u sto m ers r e w ard t h em w it h p osit iv e r e v ie w s a n d ( 2 ) g et

in vo lv e d o n Y e lp ( th e s it e e n co ura ges b usin ess o w ners t o t e ll p ote n tia l c u sto m ers a b out t h em se lv e s a s w ell) . T hese e ffo rts c o uld p ay o ff m uch m ore h an dso m ely

t h an a d ve rtis in g a n d o th er c o nve n tio nal c o m munic a tio n e ffo rts .

C O NTEN T C URA TIO N S IT ES

In m an y ie ld s o f b usin ess, s o m uch o rig in al c o nte n t is a lr e ad y a va ila b le t h at s o m etim es t h e b ig gest v a lu e a c o m munic a to r c a n o ffe r a u die n ce s is g u id in g t h em t o

t h e b est o f w hat’s o ut t h ere , r a th er t h an c re atin g n ew c o nte n t. S im ila r t o w hat m use u m c u ra to rs d o w hen t h ey d ecid e w hic h p ie ce s in t h eir c o lle ctio n t o d is p la y,

b usin ess c o m munic a to rs c a n in d a n d s h are v a lu ab le m ate ria l w it h t h e a u die n ce s t h ro ugh co n te n t c u ra 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 0000000000000000036a8 # P70010124510000000000000000036B A ) . /

Conte n t c u ra tio n is t h e p ro ce ss o f c o lle ctin g a n d p re se n tin g a rtic le s, v id eo s, a n d o th er m ate ria l o n a p artic u la r t o pic in a w ay t h at m ake s it

c o nve n ie n t f o r t a rg et r e ad ers.

A t it s s im ple st, c o nte n t c u ra tio n c a n in vo lv e s h arin g lin ks t o u se fu l a rtic le s o r v id eo v ia b lo gs o r s o cia l m ed ia a cco unts . Co mpan ie s c a n a ls o s e t u p d ed ic a te d

w eb sit e s t h at p ublis h lin ks t o o rig in al c o nte n t in a v a rie ty o f t o pic c a te go rie s. T he a u th ors’ B usin ess Co mmunic a tio n H ead lin e N ew s

(bch n.b u sin essc o m munic a tio n netw ork .c o m ( h ttp :/ /b ch n.b usin essc o m munic atio nnetw ork .c o m ) ), f o r in sta n ce , is o ne o f t h e e arlie st e xa m ple s o f c o nte n t c u ra tio n

in t h e ie ld o f b usin ess c o m munic a tio n. A s a n a lt e rn ativ e , a n um ber o f w eb sit e s o ffe r r e ad y-m ad e c o nte n t c u ra tio n s o lu tio ns. P in te re st a n d S co op.i t , f o r e xa m ple ,

m ake it e asy t o a sse m ble a ttr a ctiv e o nlin e m aga zin es o r p ortfo lio s o n s p eci ic t o pic s.

C u ra tin g c o nte n t f o r a t a rg et a u die n ce c a n b e a g re at w ay t o a d d v a lu e a n d s ta n d o ut a s a n e x p ert in y o ur ie ld . N ot o nly c a n y o u s a ve r e ad ers t h e t im e it w ould

t a ke t o in d m ate ria l o n t h eir o w n, b ut y o u c a n u se y o ur k n ow le d ge t o lo ca te a n d p re se n t t h e m ost u se fu l a rtic le s, v id eo s, a n d o th er m ed ia o n a g iv e n t o pic .

A ll c o nte n t c u ra to rs n eed t o b e a w are o f t w o k e y e th ic a l c o nce rn s. F ir st, y o u m ust n ot p la gia riz e , w hic h is p re se n tin g s o m eo ne e ls e ’s c o nte n t a s y o ur o w n.

Seco nd, y o u a re p ro m otin g y o urse lf a s a n e x p ert w hen y o u c u ra te c o nte n t, a n d p eo ple w ill e x p ect y o u t o d o a c o m pete n t jo b o f in din g a n d ilt e rin g m ate ria ls . A s

w it h a n y c o m munic a tio n t a sk , m ake s u re y o u u ndersta n d t h e n eed s o f y o ur t a rg et a u die n ce s o t h at y o u c a n p ro vid e t h e b est m ate ria l p ossib le t o m eet t h eir

n eed s. 2 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 0000000000000000036a8 # P70010124510000000000000000037E1)

C O M M UN IT Y Q &A S IT ES

Co m munit y Q & A s it e s

(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 0000000000000000036a8 # P70010124510000000000000000036B 7) , o n w hic h v is it o rs

a n sw er q uestio ns p oste d b y o th er v is it o rs, a re a c o nte m pora ry t w is t o n t h e e arly e th os o f c o m pute r n etw ork in g, w hic h w as p eo ple h elp in g e ach o th er. ( G ro ups

of lik e -m in ded p eo ple c o nnecte d o nlin e lo ng b efo re t h e W orld W id e W eb w as e ve n c re ate d .) Co mmunit y Q &A s it e s in clu de d ed ic a te d c u sto m er s u pport

co m munit ie s s u ch a s t h ose h oste d o n G et S atis fa ctio n a n d p ublic s it e s s u ch a s Q uora a n d Y a h oo! A nsw ers.

Co mmunit y Q &A s it e s o ffe r g re at o pportu nit ie s f o r b uild in g y o ur p erso nal b ra n d.

R esp ondin g t o q uestio ns o n Q &A s it e s c a n b e a g re at w ay t o b uild y o ur p erso nal b ra n d, t o d em onstr a te y o ur c o m pan y’s c o m mit m en t t o c u sto m er s e rv ic e , a n d t o

c o unte r m is in fo rm atio n a b out y o ur c o m pan y a n d it s p ro ducts . K eep in m in d t h at w hen y o u r e sp ond t o a n in div id ual q uery o n a c o m munit y Q &A s it e , y o u a re

a ls o “ r e sp ondin g in a d va n ce ” t o e ve ry p erso n w ho c o m es t o t h e s it e w it h t h e s a m e q uestio n in t h e f u tu re . I n o th er w ord s, y o u a re w rit in g a t y p e o f r e fe re n ce

m ate ria l in a d dit io n t o c o rre sp ondin g w it h t h e o rig in al q uestio ner, s o k e ep t h e lo ng t im e f r a m e a n d w id er a u die n ce in m in d. /

8.4 B lo ggi ng

LEA R NIN G O BJE C T IV E

4 D escrib e t h e r o le o f b lo ggin g in b usin ess c o m munic a tio n t o day, 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 b lo ggin g.

B lo gs ( 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 0000000000000000036a8 # P70010124510000000000000000036A E) , o nlin e

jo urn als t h at a re e asie r t o p erso naliz e a n d u pdate t h an c o nve n tio nal w eb sit e s, a re a m ajo r f o rc e in b usin ess c o m munic a tio n. T o m ain ta in a p osit iv e c o nnectio n

w it h t a rg et a u die n ce s, b usin ess b lo ggers s h ould f o llo w s e ve ra l im porta n t g u id elin es:

M OBIL E A PP

The F eed ly r e ad er a p p g a th ers f r e sh c o nte n t f r o m a ll y o ur f a vo rit e w eb sit e s.

W rit in g in a p erso nal, a u th en tic v o ic e is k e y t o a ttr a ctin g a n d k e ep in g b lo g r e ad ers.

C o m munic a te w it h p erso n al s ty le a n d a n a u th en tic v o ic e. T ra d it io nal b usin ess m essa ges d esig n ed f o r la rg e a u die n ce s t e n d t o b e c a re fu lly s crip te d

an d w rit te n in a “ c o rp ora te v o ic e ” t h at is im perso nal a n d o bje ctiv e . I n c o ntr a st, s u cce ssfu l b usin ess b lo gs t e n d t o e x h ib it t h e p erso nal s ty le o f t h eir

a u th ors. A udie n ce s r e la te t o t h is f r e sh a p pro ach a n d o fte n b uild c lo se r e m otio nal b onds w it h t h e b lo gger’s o rg a n iz a tio n a s a r e su lt .

D eliv e r n ew i n fo rm atio n q u ic k ly . B lo ggin g t o ols le t y o u p ost n ew m ate ria l a s s o on a s y o u c re ate o r in d it . T his f e atu re n ot o nly a llo w s y o u t o r e sp ond

quic k ly w hen n eed ed —s uch a s d urin g a c o rp ora te c ris is —b ut a ls o le ts y o ur a u die n ce s k n ow t h at a ctiv e c o m munic a tio n is t a kin g p la ce . B lo gs t h at d on’t

o ffe r a c o ntin uous s tr e am o f n ew a n d in te re stin g c o nte n t a re q uic k ly ig n ore d in t o day ’s o nlin e e n vir o nm en t.

C h oose t o p ic s o f p ea k i n te re st t o a u die n ce s. S u cce ssfu l b lo gs c o ve r t o pic s t h at r e ad ers c a re a b out, a n d t h ey e m phasiz e u se fu l in fo rm atio n w hile

d ow npla y in g p ro duct p ro m otio n. 21

(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 0000000000000000036a8 # P70010124510000000000000000037E3) T hese

to pic s d on’t n eed t o b e e arth sh akin g o r c u ttin g e d ge—t hey ju st n eed t o b e t h in gs t h at m atte r t o t a rg et r e ad ers.

M ost b usin ess b lo gs in vit e r e ad ers t o le ave c o m men ts a s a w ay t o e n co ura ge p artic ip atio n a m ong s ta ke h old ers.

E n co u ra ge a u die n ce s t o j o in t h e c o n ve rsa tio n . N ot a ll b lo gs in vit e c o m men ts , b ut m an y b lo ggers c o nsid er c o m men ts t o b e a n e sse n tia l f e atu re . T hese

co m men ts c a n b e a v a lu ab le s o urc e o f n ew s, in fo rm atio n, a n d in sig h ts . I n a d dit io n, t h e r e la tiv e ly in fo rm al n atu re o f b lo ggin g s e em s t o m ake it e asie r f o r

co m pan y r e p re se n ta tiv e s t o le t t h eir g u ard s d ow n a n d c o nve rse w it h t h eir a u die n ce s. O f c o urse , n ot a ll c o m men ts a re h elp fu l o r a p pro pria te , w hic h is

w hy m an y b lo ggers moder ate c o m men ts , p re v ie w in g t h em b efo re a llo w in g t h em t o b e d is p la ye d . /

DIG 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

Co m mun it y M an age r: K eep in g a C o m pan y C o n nect ed t o I t s S ta k eh old ers

In t h e n arro w est s e n se , a c o m munit y m an ager is t h e s o cia l m ed ia in te rfa ce b etw een a c o m pan y a n d it s e x te rn al s ta ke h old ers. M ore b ro ad ly , s o m e c o m munit y

m an agers a ls o p la n a n d m an age c o rp ora te e ve n ts a n d o ve rse e c u sto m er s u pport o pera tio ns. I n s m alle r ir m s t h e c o m munit y m an ager m ig h t b e t h e s o le v o ic e

in a c o m pan y’s s o cia l m ed ia p re se n ce ( r u nnin g it s T w it te r a cco unt a n d F ace b ook p ages, f o r e xa m ple ). I n la rg er ir m s t h e jo b o fte n e n ta ils s u perv is in g a t e am

o f p eo ple w ho c a rry o ut a b ro ad r a n ge o f a u die n ce -e n ga gem en t a ctiv it ie s.

N ot s u rp ris in gly , c o m munic a tio n s k ills a re e sse n tia l f o r c o m munit y m an agers, f r o m h an dlin g t h e n uts a n d b olt s o f e ffe ctiv e ly u sin g s o cia l m ed ia t o f o ste rin g a

s e n se o f c o m munit y a n d in sp ir in g p eo ple t o b e p assio nate a b out a c o m pan y a n d it s b ra n ds. I n a d dit io n, c o m munit y m an agem en t is a d ata -in te n siv e jo b in

m an y c o m pan ie s; m an agers a re e x p ecte d t o m ake f u ll u se o f a n aly tic a l t o ols t o m easu re t h e e ffe cts o f s o cia l in te ra ctio n a n d t o u se t h ose r e su lt s t o p la n n ew

in it ia tiv e s. Co mmunit y m an agers a ls o h ave t o b e w ell v e rse d in t h eir c o m pan y’s p ro duct a n d s e rv ic e o ffe rin gs.

O n a p erso nal le ve l, t h e jo b r e q uir e s h ig h e n erg y, r e silie n ce , a t h ic k s k in f o r h an dlin g n ega tiv e c o m men ts , a n d a w illin gn ess t o b e c o nnecte d f a r b eyo nd t h e

lim it s o f a 4 0-h our w eek. Y o u a re “ th e f a ce o f t h e b ra n d,” a s A dobe’s c o m munit y m an ager R ach ael K in g d escrib es it , a n d w hen m ajo r e ve n ts h it , s o cia l

m an agers a re e x p ecte d t o r e sp ond in r e al t im e.

If t h e a ttr a ctio ns a n d c h alle n ges o f t h is jo b s o und a p pealin g t o y o u, b e s u re t o a d d c o m munit y m an ager t o t h e lis t o f c a re er p ath s t o e x p lo re a s y o u g et c lo se r

to g ra d uatio n.

C A REER A PPLIC AT IO NS

1. W ould s o m eo ne w it h lim it e d w ork e x p erie n ce b ut a lo ng p erso nal h is to ry o f u sin g s o cia l m ed ia b e a g o od c a n did ate f o r a c o m munit y m an ager

p osit io n? W hy o r w hy n ot?

2. W hat a re t h e r is k s o f h av in g a s in gle p erso n b e t h e v o ic e o f a c o m pan y? H ow s h ould c o m pan ie s a d dre ss t h ese r is k s?

So u rc e s: L in dsa y K olo w ic h , “ W hat t h e B est S ocia l M ed ia C om munit y M an agers A ctu ally D o i n T heir J o b s,” H ubSp ot b lo g, 8 J u ly 2 015, b lo g.h ubsp ot.c o m ( h ttp :/ /b lo g.h ubsp ot.c om ) ; D on

P ow er, “ In T heir O w n W ord s: W hat C om munit y M an agers D o E ve ry D ay,” S p ro u tS o cia l , 7 M arc h 2 013, s p ro uts o cia l.c o m ( h ttp :/ /sp ro u ts o cia l.c om ) ; R ya n L ytle , “ 1 0 Q ualit ie s o f a n

E ffe ctiv e C om munit y M an ager,” M ash able , 2 7 J a n uary 2 013, m ash ab le .c o m ( h ttp :/ /m ash ab le .c om ) ; J e n nife r G ra ye b , “ T he 4 P illa rs o f C om munit y M an agem en t,” F o rb es , 2 5 D ece m ber

2 013, w ww.f o rb es.c o m ( h ttp :/ /w ww.fo rb es.c om ) ; T im M cD on ald , “ C om munit y M an ager: K ey t o t h e F u tu re o f B usin ess,” Hu fin gt on P ost , 2 7 J a n uary 2 014, w ww.h ufin gto npost.c o m

(h ttp :/ /w ww.h ufin gto n post.c om ) .

UN DER ST AN DIN G T H E B US IN ESS AP PLIC AT IO NS O F B LO GGIN G

Blo gs a re a p ote n tia l s o lu tio n w hen eve r y o u h ave a c o ntin uin g s tr e am o f in fo rm atio n t o s h are w it h a n o nlin e a u die n ce —a nd p artic u la rly w hen y o u w an t t h e

au die n ce t o h ave t h e o pportu nit y t o r e sp ond. H ere a re s o m e o f t h e m an y w ay s b usin esse s a re u sin g b lo gs: 2 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 0000000000000000036a8 # P70010124510000000000000000037E5)

T he b usin ess a p plic a tio ns o f b lo gs in clu de a w id e r a n ge o f in te rn al a n d e x te rn al c o m munic a tio n t a sk s. /

Anch orin g t h e s o cia l m ed ia p re se n ce. A s n ote d e arlie r, t h e m ult ip le t h re ad s o f a n y s o cia l m ed ia p ro gra m s h ould b e a n ch ore d in a c e n tr a l h ub t h at t h e

co m pan y o r a n in div id ual o w ns a n d c o ntr o ls . B lo gs m ake a n id eal s o cia l m ed ia h ub.

P ro je ct m an agem en t a n d t e a m c o m munic a tio n . U sin g b lo gs is a g o od w ay t o k e ep p ro je ct t e am s u p t o d ate , p artic u la rly w hen t e am m em bers a re

g eo gra p hic a lly d is p erse d .

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

B ig c o m pan ie s t h at b lo g w ell

E xp lo re 1 0 b lo gs f r o m s u ch m ajo r b ra n ds a s Co ca -Co la a n d D is n ey. 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.

In te rn al c o m pan y n ew s. Co mpan ie s c a n u se b lo gs t o k e ep e m plo ye es in fo rm ed a b out g en era l b usin ess m atte rs, f r o m f a cilit y n ew s t o b en eit u pdate s.

B y r e d ucin g t h e n eed f o r g ra p ev in es t o s p rin g u p, b lo gs c a n e n han ce c o m munic a tio n a cro ss a ll le ve ls o f a c o m pan y.

C u sto m er s u pport. C u sto m er s u pport b lo gs a n sw er q uestio ns, o ffe r t ip s a n d a d vic e , a n d in fo rm c u sto m ers a b out n ew p ro ducts . A ls o , m an y c o m pan ie s

m onit o r t h e blog ospher e ( a n d Twitt erspher e ), lo okin g f o r c o m pla in ts a n d r e sp ondin g w it h o ffe rs t o h elp d is sa tis ie d c u sto m ers. 2 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 0000000000000000036a8 # P70010124510000000000000000037E7)

P ublic r e la tio n s a n d m ed ia r e la tio n s. M an y c o m pan y e m plo ye es a n d e xe cu tiv e s n ow s h are c o m pan y n ew s w it h b oth t h e g en era l p ublic a n d

jo urn alis ts v ia t h eir b lo gs.

R ecru it in g. U sin g a b lo g is a g re at w ay t o le t p ote n tia l e m plo ye es k n ow m ore a b out y o ur c o m pan y, t h e p eo ple w ho w ork t h ere , a n d t h e n atu re o f t h e

co m pan y c u lt u re . I n t h e o th er d ir e ctio n, e m plo ye rs o fte n in d a n d e va lu ate t h e b lo gs a n d m ic ro blo gs o f p ro sp ectiv e e m plo ye es, m akin g b lo ggin g a g re at

w ay t o b uild a n am e f o r y o urse lf w it h in y o ur in dustr y o r p ro fe ssio n.

P olic y a n d i s su e d is c u ssio n s. E xe cu tiv e b lo gs in p artic u la r p ro vid e a p ublic f o ru m f o r d is cu ssin g le gis la tio n, r e gu la tio ns, a n d o th er b ro ad is su es o f

in te re st t o a n o rg a n iz a tio n.

Cris is c o m munic a tio n . U sin g b lo gs is a n e fic ie n t w ay t o p ro vid e u p-to -th e-m in ute in fo rm atio n d urin g e m erg en cie s, t o c o rre ct m is in fo rm atio n, o r t o

r e sp ond t o r u m ors.

M ark et r e se a rc h . B lo gs a re a c le ve r m ech an is m f o r s o lic it in g f e ed back f r o m c u sto m ers a n d e x p erts in t h e m ark e tp la ce . I n a d dit io n t o u sin g t h eir o w n

blo gs f o r r e se arc h , t o day ’s c o m pan ie s n eed t o m onit o r b lo gs t h at a re lik e ly t o d is cu ss t h em , t h eir e xe cu tiv e s, a n d t h eir p ro ducts . N ega tiv e p ro duct

re v ie w s, r u m ors, a n d o th er in fo rm atio n c a n s p re ad a cro ss t h e g lo be in a m atte r o f h ours, a n d m an agers n eed t o k n ow w hat t h e o nlin e c o m munit y is

s a y in g—w heth er it ’s p osit iv e o r n ega tiv e .

B ra in sto rm in g. O nlin e b ra in sto rm in g v ia b lo gs o ffe rs a w ay f o r p eo ple t o t o ss a ro und id eas a n d b uild o n e ach o th ers’ c o ntr ib utio ns.

E m plo ye e e n ga gem en t. B lo gs c a n e n han ce c o m munic a tio n a cro ss a ll le ve ls o f a c o m pan y, g iv in g s e n io r m an agers a c h an nel t h ey c a n u se t o

c o m munic a te w it h e m plo ye es a n d g iv in g e m plo ye es t h e c h an ce t o o ffe r c o m men ts a n d a sk q uestio ns.

C u sto m er e d uca tio n . B lo gs a re a g re at w ay t o h elp c u rre n t a n d p ote n tia l c u sto m ers u ndersta n d a n d u se y o ur p ro ducts a n d s e rv ic e s. D oin g s o c a n a ls o

im pro ve s a le s a n d s u pport p ro ductiv it y b y r e d ucin g t h e n eed f o r o ne-o n-o ne c o m munic a tio n. /

Word -o f-m ou th m ark etin g. B lo ggers a n d m ic ro blo ggers o fte n m ake a p oin t o f p ro vid in g lin ks t o o th er b lo gs a n d w eb sit e s t h at in te re st t h em , g iv in g

m ark e te rs a g re at o pportu nit y t o h ave t h eir m essa ges s p re ad b y e n th usia sts . W ord -o f-m outh m ark e tin g is o fte n c a lle d vir al mar keting in r e fe re n ce t o

t h e t r a n sm is sio n o f m essa ges in m uch t h e s a m e w ay t h at b io lo gic a l v ir u se s a re t r a n sm it te d f r o m p erso n t o p erso n. H ow eve r, v ir a l m ark e tin g is n ot

re ally a n a ccu ra te m eta p hor. A s a u th or B ria n S o lis p uts it , “ T here is n o s u ch t h in g a s v ir a l m ark e tin g.” 2 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 0000000000000000036a8 # P70010124510000000000000000037E9) R eal

vir u se s s p re ad f r o m h ost t o h ost o n t h eir o w n, w here as w ord -o f-m outh m ark e tin g r e q uir e s “ h osts ” t o s p re ad m essa ges v olunt arily . T he d is tin ctio n is

c rit ic a l b eca u se y o u n eed t o g iv e p eo ple a g o od r e aso n—g ood c o nte n t, in o th er w ord s—t o p ass a lo ng y o ur m essa ge.

In lu en cin g t r a d it io n al m ed ia n ew s c o ve ra ge. A cco rd in g t o t h e s o cia l m ed ia c o nsu lt a n t T a m ar W ein berg , “ T he m ore p ro li ic b lo ggers w ho p ro vid e

va lu ab le a n d c o nsis te n t c o nte n t a re o fte n c o nsid ere d e x p erts in t h eir s u bje ct m atte r” a n d a re o fte n c a lle d u pon w hen jo urn alis ts n eed in sig h ts in to

v a rio us t o pic s. 2 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 0000000000000000036a8 # P70010124510000000000000000037EB )

Co m munit y b u ild in g. B lo ggin g is a g re at w ay t o c o nnect p eo ple w it h s im ila r in te re sts , a n d p opula r b lo ggers o fte n a ttr a ct a c o m munit y o f r e ad ers w ho

co nnect w it h o ne a n oth er t h ro ugh t h e c o m men tin g f u nctio n.

The p ossib ilit ie s o f b lo gs a re a lm ost u nlim it e d , s o b e o n t h e lo oko ut f o r n ew w ay s t o u se t h em t o f o ste r p osit iv e r e la tio nsh ip s w it h c o lle agu es, c u sto m ers, a n d

oth er im porta n t a u die n ce s ( s e e F ig u re 8 .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 00000000000000000356d# P70010124510000000000000000035C1) ). /

Fig u re 8 .2 B usin ess A pplic a tio n s o f B lo ggin g

This X ero x b lo g illu str a te s t h e c o nte n t, w rit in g s ty le , a n d f e atu re s t h at m ake a n e ffe ctiv e , r e ad er-fr ie n dly c o m pan y b lo g.

So u rc e : C ou rte sy o f X ero x C orp ora tio n .

H ero I m ages/ G etty I m ages

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 B LO GGIN G

The t h re e-s te p w rit in g p ro ce ss is e asy t o a d ap t t o b lo ggin g. T he p la n nin g s te p is p artic u la rly im porta n t if y o u’r e c o nsid erin g s ta rtin g a b lo g b eca u se y o u’r e

p la n nin g a n e n tir e c o m munic a tio n c h an nel, n ot ju st a s in gle m essa ge. P ay c lo se a tte n tio n t o y o ur a u die n ce , y o ur p urp ose , a n d y o ur s co pe. /

Befo re y o u la u nch a b lo g, m ake s u re y o u h ave a c le ar u ndersta n din g o f y o ur t a rg et a u die n ce , t h e p urp ose o f y o ur b lo g, a n d t h e s co pe o f s u bje cts

y o u p la n t o c o ve r.

A u die n ce. E xce p t w it h t e am b lo gs a n d o th er e ffo rts t h at h ave a n o bvio us a n d w ell- d ein ed a u die n ce , d ein in g t h e t a rg et a u die n ce f o r a b lo g c a n b e

ch alle n gin g. Y o u w an t a n a u die n ce t h at is la rg e e n ough t o ju stif y t h e t im e y o u’ll b e in ve stin g b ut n arro w e n ough t h at y o u c a n p ro vid e a c le ar f o cu s. F o r

in sta n ce , if y o u w ork f o r a ir m t h at d eve lo ps c o m pute r g a m es, w ould y o u f o cu s y o ur b lo g o n “ h ard co re ” p la ye rs, t h e t y p es w ho s p en d t h ousa n ds o f

dolla rs o n s u per-fa st P Cs o ptim iz e d f o r v id eo g a m es, o r w ould y o u b ro ad en t h e r e ach t o in clu de a ll v id eo g a m ers? T he d ecis io n o fte n c o m es d ow n t o

b usin ess s tr a te gy.

P urp ose . A b usin ess b lo g n eed s t o h ave a b usin ess-r e la te d p urp ose t h at is im porta n t t o y o ur c o m pan y a n d t o y o ur c h ose n a u die n ce . M ore o ve r, t h e

purp ose h as t o “ h ave le gs”—t hat is , it n eed s t o b e s o m eth in g t h at c a n d riv e t h e b lo g’s c o nte n t f o r m onth s o r y e ars—r ath er t h an f o cu s o n a s in gle e ve n t

or a n is su e o f o nly t e m pora ry in te re st. F o r in sta n ce , if y o u’r e a t e ch nic a l e x p ert, y o u m ig h t c re ate a b lo g t o g iv e t h e a u die n ce t ip s a n d t e ch niq ues f o r

usin g y o ur c o m pan y’s p ro ducts m ore e ffe ctiv e ly —a n eve r-e n din g s u bje ct t h at’s im porta n t t o b oth y o u a n d y o ur a u die n ce . T his w ould b e t h e g en era l

p urp ose o f y o ur b lo g; e ach p ost w ould h ave a s p eci ic p urp ose w it h in t h e c o nte x t o f t h at g en era l p urp ose . F in ally , if y o u a re n ot w rit in g a n o fic ia l

co m pan y b lo g b ut r a th er b lo ggin g a s a n in div id ual e m plo ye e, m ake s u re y o u u ndersta n d y o ur e m plo ye r’s b lo ggin g g u id elin es. I B M , f o r e xa m ple , g iv e s

it s e m plo ye es 1 2 s p eci ic s o cia l c o m putin g g u id elin es, s u ch a s id en tif y in g t h eir r o le a s I B M e m plo ye es if t h ey a re d is cu ssin g m atte rs r e la te d t o t h e

co m pan y a n d r e sp ectin g in te lle ctu al p ro perty la w s. 2 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 0000000000000000036a8 # P70010124510000000000000000037ED )

Sco p e. D ein in g t h e s co pe o f y o ur b lo g c a n b e a b it t r ic k y. Y o u w an t t o c o ve r a s u bje ct a re a t h at is b ro ad e n ough t o o ffe r o ngo in g d is cu ssio n p ossib ilit ie s

b ut n arro w e n ough t o h ave a n id en ti ia b le f o cu s. W it h a c le ar p urp ose in m in d, y o u’ll h ave a b ette r id ea o f h ow w id e o r n arro w y o ur s u bje ct c a n b e.

A fte r y o u b egin w rit in g y o ur b lo g, c a re fu l p la n nin g n eed s t o c o ntin ue w it h e ach m essa ge. U nle ss y o u’r e p ostin g t o a r e str ic te d -a cce ss b lo g, s u ch a s a n in te rn al

b lo g o n a c o m pan y’s in tr a n et, y o u c a n n eve r b e s u re w ho m ig h t s e e y o ur p osts o r w hen o th er b lo ggers m ig h t lin k t o t h em .

The id eal w rit in g s ty le f o r b lo g p osts is p erso nal a n d c o m fo rta b le —b ut n ot c a re le ss.

U se a c o m fo rta b le , p erso nal w rit in g s ty le . B lo g a u die n ce s d on’t w an t t o h ear f r o m y o ur c o m pan y; t h ey w an t t o h ear f r o m you . B ear in m in d, t h ough , t h at

co m fo rta b le d oes n ot m ean c a re le ss. S lo ppy w rit in g a n noys r e ad ers a n d d am ages y o ur c re d ib ilit y .

S u cce ssfu l b lo g c o nte n t a ls o n eed s t o b e in te re stin g, v a lu ab le t o r e ad ers, a n d a s b rie f a s p ossib le . 27

(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 0000000000000000036a8 # P70010124510000000000000000037EF) In a d dit io n, a lt h ough

a u die n ce s e x p ect y o u t o b e k n ow le d geab le in t h e s u bje ct a re a y o ur b lo g c o ve rs, y o u d on’t n eed t o k n ow e ve ry th in g a b out a t o pic . I f y o u d on’t h ave a ll t h e

in fo rm atio n y o urse lf , p ro vid e lin ks t o o th er b lo gs a n d w eb sit e s t h at s u pply r e le va n t c o nte n t. I n f a ct, c o nte n t c u ra tio n ( s e e 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) ) is o ne o f t h e m ost v a lu ab le a sp ects o f b lo ggin g.

A s w it h e m ail s u bje ct lin es, c o m pellin g h ead lin es f o r b lo g p osts a re a n e sse n tia l t o ol t o d ra w in r e ad ers. A h ead lin e n eed s t o g ra b t h e r e ad er’s a tte n tio n in a s p lit

s e co nd b y p ro m is in g s o m eth in g u se fu l, s u rp ris in g, c h alle n gin g, o r o th erw is e d if fe re n t f r o m w hat h e o r s h e a lr e ad y k n ow s. H ead lin es s h ould b e a s s h ort a s

p ossib le a n d s u ggest t h at t h e in fo rm atio n in t h e p ost w ill b e e asy t o r e ad a n d u se . “ L is t” h ead lin es t h at c u t r ig h t t o t h e h eart o f s o m eth in g r e ad ers c a re a b out,

s u ch a s “ 1 0 R easo ns Y o u D id n’t G et T hat P ro m otio n” o r “ S eve n W ay s t o S ave M oney w it h Y o ur S m artp hone,” a re p artic u la rly p opula r a m ong b lo ggers. /

Comple tin g m essa ges f o r y o ur b lo g is u su ally e asy. E va lu ate t h e c o nte n t a n d r e ad ab ilit y o f y o ur m essa ge, p ro ofr e ad t o c o rre ct a n y e rro rs, a n d p ost it . M ost

b lo ggin g s y ste m s h ave b uilt -in new sfeed options ( o fte n c a lle d R SS n ew sfe ed s) s o t h at y o ur a u die n ce c a n a u to m atic a lly r e ce iv e n ew p osts f r o m y o u.

Fin ally , m ake y o ur m ate ria l e asie r t o in d b y ta ggin 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 0000000000000000036a8 # P70010124510000000000000000036C3) it w it h d escrip tiv e

w ord s. Y o ur r e ad ers c a n t h en s e le ct t h ese “ c o nte n t la b els ” t o in d a d dit io nal p osts a b out t h ose t o pic s. T a gs a re u su ally d is p la ye d w it h e ach p ost, a n d t h ey c a n a ls o

b e g ro uped in a tag c loud d is p la y, w hic h s h ow s a ll t h e t a gs in u se o n y o ur b lo g.

“Ch eck lis t: B lo ggin g f o r B usin ess” s u m mariz e s s o m e o f t h e k e y p oin ts t o r e m em ber w hen c re atin g a n d w rit in g a b usin ess b lo g.

C H EC K LIS T Blogging for Business

Co nsid er c re atin g a b lo g o r m ic ro blo g a cco unt w hen eve r y o u h ave a c o ntin uin g s tr e am o f in fo rm atio n t o s h are w it h a n o nlin e a u die n ce .

Id en tif y a n a u die n ce t h at is b ro ad e n ough t o ju stif y t h e e ffo rt b ut n arro w e n ough t o h ave c o m mon in te re sts .

Id en tif y a p urp ose t h at is c o m pre h en siv e e n ough t o p ro vid e id eas f o r a c o ntin uin g s tr e am o f p osts .

Co nsid er t h e s co pe o f y o ur b lo g c a re fu lly ; m ake it b ro ad e n ough t o a ttr a ct a n a u die n ce b ut n arro w e n ough t o k e ep y o u f o cu se d .

Co mmunic a te w it h a p erso nal s ty le a n d a n a u th en tic v o ic e , b ut d on’t w rit e c a re le ssly .

D eliv e r n ew in fo rm atio n q uic k ly .

Ch oose t o pic s o f p eak in te re st t o y o ur a u die n ce .

E nco ura ge a u die n ce s t o jo in t h e c o nve rsa tio n.

Co nsid er u sin g T w it te r o r o th er m ic ro blo g u pdate s t o a le rt r e ad ers t o n ew p osts o n y o ur r e gu la r b lo g. /

8.5 M icr ob lo ggi ng

LEA R NIN G O BJE C T IV E

5 D escrib e t h e b usin ess u se 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.

A m ic ro blo 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 0000000000000000036a8 # P70010124510000000000000000036B D ) is a

v a ria tio n o n b lo ggin g in w hic h m essa ges a re s h arp ly r e str ic te d t o s p eci ic c h ara cte r c o unts . T w it te r is t h e b est k n ow n o f t h ese s y ste m s, b ut m an y o th ers e x is t.

S o m e c o m pan ie s h ave p riv a te m ic ro blo ggin g s y ste m s f o r in te rn al u se o nly , e it h er a s s ta n dalo ne s e rv ic e s o r a s p art o f b ro ad er c o lla b ora tio n s y ste m s.

M OBIL E A PP

The m obile a p p f o r T w it te r h elp s y o u s ta y c o nnecte d w it h y o ur f o llo w ers a n d t h e a cco unts y o u f o llo w .

M an y o f t h e c o nce p ts o f r e gu la r b lo ggin g a p ply t o m ic ro blo ggin g a s w ell, a lt h ough t h e s e ve re le n gth lim it a tio ns c a ll f o r a d if fe re n t a p pro ach t o c o m posit io n.

M ic ro blo g m essa ges o fte n in vo lv e s h ort s u m marie s o r t e ase rs t h at p ro vid e lin ks t o m ore in fo rm atio n. I n a d dit io n, m ic ro blo gs t e n d t o h ave a s tr o nger s o cia l

asp ect t h at m ake s it e asie r f o r w rit e rs a n d r e ad ers t o f o rw ard m essa ges a n d f o r c o m munit ie s t o f o rm a ro und in div id ual w rit e rs. 2 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 0000000000000000036a8 # P70010124510000000000000000037F1)

T he b usin ess c o m munic a tio n u se s o f m ic ro blo ggin g e x te n d w ell b eyo nd t h e p ublic a tio n o f b rie f u pdate s.

L ik e r e gu la r b lo ggin g, m ic ro blo ggin g q uic k ly c a u gh t o n w it h b usin ess u se rs a n d is n ow a m ain str e am b usin ess m ed iu m . M ic ro blo gs a re u se d f o r v ir tu ally a ll o f

th e b lo g a p plic a tio ns m en tio ned o n p ages 2 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 00000000000000000356d# page_2 15) –

2 16 ( 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 00000000000000000356d# page_2 16) . I n a d dit io n, m ic ro blo gs a re f r e q uen tly u se d

fo r p ro vid in g c o m pan y u pdate s, o ffe rin g c o upons a n d n otic e s o f s a le s, p re se n tin g t ip s o n p ro duct u sa ge, s h arin g r e le va n t a n d in te re stin g in fo rm atio n f r o m

ex p erts , a n nouncin g t h e h ead lin es o f n ew b lo g p osts , e n ga gin g w it h c u sto m ers ( s e e F ig u re 8 .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 000000000000000003607# P7001012451000000000000000003618) ), a n d s e rv in g a s t h e

bac kchanne l in m eetin gs a n d p re se n ta tio ns ( s e e p age 4 77

(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 000000000000000005da5 # page_4 77) ). B y f o llo w in g t o p n am es in y o ur ie ld , y o u c a n

als o c u sto m iz e T w it te r a s y o ur o w n r e al- tim e n ew s s o urc e . 29

(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 0000000000000000036a8 # P70010124510000000000000000037F3)

C u sto m er s e rv ic e is a ls o b eco m in g a p opula r u se f o r T w it te r, t h an ks t o it s e ase a n d s p eed a n d t h e o ptio n o f s w it c h in g b etw een p ublic t w eets a n d p riv a te d ir e ct

m essa ges a s t h e s it u atio n w arra n ts . 3 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 0000000000000000036a8 # P70010124510000000000000000037F5) E ve n if a c o m pan y /

doesn ’t w an t t o u se T w it te r a s a c u sto m er s e rv ic e c h an nel, it s h ould m onit o r t h e s y ste m t o lo ok f o r c o m pla in ts o r q uestio ns f r o m c u sto m ers, m an y o f w hom u se

T w it te r t h ese d ay s t o a sk f o r h elp o r p ublic iz e t h eir d is a p poin tm en t.

F ig u re 8 .3 B usin ess A pplic a tio n s o f M ic ro b lo ggin g

M ath ew s, a s m all m an ufa ctu re r o f a rc h ery p ro ducts , u se s T w it te r t o f o ste r r e la tio nsh ip s w it h c u sto m ers a n d o th er in te re ste d p artie s. N otic e h ow e ve ry t w eet in

t h is t im e lin e is p art o f a c o nve rsa tio n.

Cou rte sy o f M ath ew s A rc h ery, I n c.

T he s o cia l n etw ork in g a sp ect o f T w it te r a n d o th er m ic ro blo gs a ls o m ake s t h em g o od f o r cr ow dsour cing r e se arc h q uestio ns: a sk in g o ne’s f o llo w ers f o r in put o r

ad vic e . 31 ( 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 0000000000000000036a8 # P70010124510000000000000000037F7) F in ally , t h e

ease o f r et weeting , t h e p ra ctic e o f f o rw ard in g m essa ges f r o m o th er T w it te r u se rs, is t h e m ic ro blo ggin g e q uiv a le n t o f s h arin g o th er c o nte n t f r o m o th er b lo ggers

v ia c o nte n t c u ra tio n. /

REAL-T IM E UP DAT ES

L E ARN M ORE B Y RE AD IN G T H IS AR TIC LE

T ip s f o r e n su rin g a p osit iv e T w it te r e xp erie n ce

T w it te r o ffe rs a d vic e f o r g ettin g t h e m ost f r o m t h e s e rv ic e w hile a vo id in g c o m mon b lu nders. 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.

In a d dit io n t o it s u se fu ln ess a s a s ta n dalo ne s y ste m , T w it te r is in te gra te d w it h o th er s o cia l m ed ia s y ste m s a n d a v a rie ty o f p ublis h in g a n d r e ad in g t o ols a n d

se rv ic e s. M an y o f t h ese m ake u se o f t h e in fo rm al T w it te r f e atu re k n ow n a s t h e hasht ag ( th e # s y m bol f o llo w ed b y a w ord o r p hra se ), w hic h m ake s it e asy f o r

peo ple t o la b el a n d s e arc h f o r t o pic s o f in te re st a n d t o m onit o r o ngo in g T w it te r c o nve rsa tio ns a b out p artic u la r t o pic s. A s S ta rb uck s d is co ve re d , h ow eve r,

h ash ta gs c a n t u rn in to “ b ash ta gs” w hen m em bers o f t h e p ublic u se a h ash ta g c a m paig n t o r id ic u le o r c rit ic iz e a c o m pan y 32

(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 0000000000000000036a8 # P70010124510000000000000000037F9) (s e e p age 2 05

(M 11_C 08.x h tm l# page_2 05) ).

D on’t le t t h e s p eed a n d s im plic it y o f m ic ro blo ggin g lu ll y o u in to m akin g c a re le ss m is ta ke s; e ve ry m essa ge s h ould s u pport y o ur b usin ess

co m munic a tio n o bje ctiv e s.

A lt h ough m ic ro blo gs a re d esig n ed t o e n co ura ge s p onta n eo us c o m munic a tio n, w hen y o u’r e u sin g t h e m ed iu m f o r b usin ess c o m munic a tio n, d on’t ju st t w eet

w hate ve r p ops in to y o ur h ead . M ake s u re m essa ges a re p art o f y o ur o ve ra ll c o m munic a tio n s tr a te gy. T w it te r f o llo w ers c o nsid er t w eets t h at a re e n te rta in in g,

su rp ris in g, in fo rm ativ e , o r e n ga gin g ( s u ch a s a sk in g f o llo w ers f o r a d vic e ) a s t h e m ost v a lu ab le . I n c o ntr a st, t h e le ast-v a lu ab le t w eets t e n d t o b e c o m pla in ts ,

co nve rsa tio ns b etw een t h e T w it te r a cco unt o w ner a n d a s p eci ic f o llo w er, a n d r e la tiv e ly p oin tle ss m essa ges s u ch a s s a y in g “ g o od m orn in g.” 3 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 0000000000000000036a8 # P70010124510000000000000000037FB )

Ta ble 8 .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 000000000000000003607# P7001012451000000000000000003636)

su m mariz e s t h e a d vic e f o r s u cce ssfu l b lo ggin g a n d m ic ro blo ggin g in b usin ess.

T A BLE 8 .1 T ip s f o r E ffe ctiv e B usin ess B lo ggin g a n d M ic ro b lo ggin g

Tip W hy I t ’s I m porta n t

D on’t b lo g w it h out a c le ar p la n . W it h out a c le ar p la n , y o ur b lo g o r T w it te r f e ed is lik e ly t o w an der f r o m t o pic t o t o pic a n d f a il t o b uild a s e n se o f

co m munit y w it h y o ur a u die n ce .

P o st f r e q uen tly , b ut d on’t o ve rw helm

y o ur r e ad ers.

If y o u w on’t h ave a c o nsta n t s u pply o f n ew in fo rm atio n o r n ew lin ks, c re ate a t r a d it io nal w eb sit e in ste ad . O n t h e

oth er h an d, b lo ggin g o r t w eetin g t o o o fte n c a n o ve rw helm y o ur f o llo w ers. /

Tip W hy I t ’s I m porta n t

M ake it a b out y o ur a u die n ce a n d t h e

is su es im porta n t t o t h em .

Read ers w an t t o k n ow h ow y o ur b lo g w ill h elp t h em , e n te rta in t h em , o r g iv e t h em a c h an ce t o c o m munic a te w it h

o th ers w ho h ave s im ila r in te re sts .

W rit e in a n a u th en tic v o ic e ; n eve r

cre ate a n a rti ic ia l c h ara cte r w ho

su ppose d ly w rit e s a b lo g.

Flogs , o r f a ke b lo gs, v io la te t h e s p ir it o f b lo ggin g, s h ow d is re sp ect f o r y o ur a u die n ce , a n d w ill t u rn a u die n ce s

aga in st y o u a s s o on a s t h ey u nco ve r t h e t r u th . F ake b lo gs t h at a re u se d t o p ro m ote p ro ducts a re n ow ille ga l in

s o m e c o untr ie s.

L in k a n d r e tw eet g en ero usly —b ut

ca re fu lly .

P ro vid in g in te re stin g lin ks t o o th er b lo gs a n d w eb sit e s is a f u ndam en ta l a sp ect o f b lo ggin g, b ut m ake s u re t h e

lin ks w ill b e o f v a lu e t o y o ur r e ad ers, a n d d on’t p oin t t o in ap pro pria te m ate ria l. S im ila rly , r e tw eetin g is a g o od

w ay t o s h are in te re stin g c o nte n t a n d b uild r e la tio nsh ip s w it h o th er T w it te r u se rs, b ut r e tw eetin g t o o o fte n c a n

an noy y o ur f o llo w ers.

K eep b lo g p osts b rie f. M ost o nlin e 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 r e p orts . R ath er t h an w rit in g lo ng, r e p ort-s ty le p osts ,

y o u c a n w rit e b rie f p osts t h at lin k t o in -d ep th r e p orts .

D on’t p ost o r t w eet a n yth in g y o u

w ould n’t w an t t h e e n tir e w orld t o s e e.

F u tu re e m plo ye rs, g o ve rn m en t r e gu la to rs, c o m petit o rs, jo urn alis ts , a n d c o m munit y c rit ic s a re ju st a f e w o f t h e

peo ple w ho m ig h t e ve n tu ally s e e w hat y o u’v e w rit te n .

M in im iz e m ark e tin g a n d s a le s

m essa ges.

E ve n p ro duct e n th usia sts a n d m otiv a te d s h oppers d on’t w an t t o b e “ s o ld t o ” o n c o m pan y b lo gs. T hey w an t

in fo rm atio n a b out h ow p ro ducts a n d s e rv ic e s w ill m eet t h eir n eed s.

T a ke t im e t o w rit e c o m pellin g, s p eci ic

h ead lin es f o r y o ur p osts .

R ead ers u su ally d ecid e w it h in a c o uple o f s e co nds w heth er t o r e ad a p ost; b orin g o r v a gu e h ead lin es w ill t u rn

th em a w ay in sta n tly .

P ay a tte n tio n t o s p ellin g, g ra m mar, a n d

m ech an ic s.

N o m atte r h ow s m art o r e x p erie n ce d y o u a re , p oor-q ualit y w rit in g u nderm in es y o ur c re d ib ilit y w it h in te llig en t

au die n ce s.

R esp ond t o c rit ic is m o pen ly a n d

honestly .

H id in g s e n ds t h e m essa ge t h at y o u d on’t h ave a v a lid r e sp onse t o t h e c rit ic is m . I f y o ur c rit ic s a re w ro ng, p atie n tly

e x p la in w hy y o u t h in k t h ey ’r e w ro ng. I f t h ey a re r ig h t, e x p la in h ow y o u’ll ix t h e s it u atio n.

Lis te n a n d le arn . If y o u d on’t t a ke t h e t im e t o a n aly ze t h e c o m men ts p eo ple le ave o n y o ur b lo g o r t h e c o m men ts o th er b lo ggers

m ake a b out y o u, y o u’r e m is sin g o ut o n o ne o f t h e m ost v a lu ab le a sp ects o f b lo ggin g.

R esp ect in te lle ctu al p ro perty . Im pro perly u sin g m ate ria l y o u d on’t o w n is n ot o nly u neth ic a l b ut c a n b e ille ga l a s w ell.

B e s cru pulo usly h onest a n d c a re fu l

w it h f a cts .

H onesty is a n a b so lu te r e q uir e m en t f o r e ve ry e th ic a l b usin ess c o m munic a to r, o f c o urse , b ut y o u n eed t o b e e x tr a

c a re fu l o nlin e b eca u se in accu ra cie s ( b oth in te n tio nal a n d u nin te n tio nal) a re lik e ly t o b e d is co ve re d q uic k ly a n d

sh are d w id ely .

If y o u r e v ie w p ro ducts o n y o ur b lo g,

d is clo se a n y b en eic ia l r e la tio nsh ip s

yo u h ave w it h t h e c o m pan ie s t h at m ake

th ose p ro ducts .

B lo ggers w ho r e ce iv e f r e e p ro ducts o r o th er c o m pen sa tio n f r o m c o m pan ie s w hose p ro ducts t h ey w rit e a b out a re

n ow r e q uir e d t o d is clo se t h e n atu re o f t h ese r e la tio nsh ip s. /

8.6 W ik is

L EA R NIN G O BJE C T IV E

6 O ffe r g u id elin es f o r b eco m in g a v a lu ab le w ik i c o ntr ib uto r.

A s 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) p oin ts

o ut, u sin g w ik is is a g re at w ay f o r t e am s a n d o th er g ro ups t o c o lla b ora te o n w rit in g p ro je cts , f r o m b rie f a rtic le s t o lo ng r e p orts a n d r e fe re n ce w ork s. T he b en eit s

o f w ik is a re c o m pellin g, b ut t h ey d o r e q uir e a u niq ue a p pro ach t o w rit in g.

UN DER ST AN DIN G T H E W IK I P H IL O SO PH Y

To b e a v a lu ab le w ik i c o ntr ib uto r, k e ep t h ese p oin ts in m in d: 34

(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 0000000000000000036a8 # P70010124510000000000000000037FD )

Bein g a n e ffe ctiv e w ik i c o lla b ora to r r e q uir e s a d if fe re n t m in dse t w hen w rit in g.

L et g o o f t r a d it io nal e x p ecta tio ns o f a u th orsh ip , in clu din g in div id ual r e co gn it io n a n d c o ntr o l.

E nco ura ge a ll t e am m em bers t o im pro ve e ach o th er’s w ork .

U se p age t e m pla te s a n d o th er f o rm attin g o ptio ns t o m ake s u re y o ur c o nte n t m atc h es t h e r e st o f t h e w ik i.

M an y w ik is p ro vid e b oth e d it in g a n d c o m men tin g c a p ab ilit ie s, a n d p artic ip an ts s h ould u se t h e a p pro pria te t o ol f o r e ach . I n o th er w ord s, d on’t in se rt

co m men ts o r q uestio ns in to t h e m ain c o nte n t; u se t h e “ ta lk p age” o r o th er c o m men tin g f e atu re if y o u w an t t o d is cu ss t h e c o nte n t.

T a ke a d va n ta ge o f t h e sandbo x , if a va ila b le ; t h is is a “ s a fe ,” n onpublis h ed s e ctio n o f t h e w ik i w here t e am m em bers c a n p ra ctic e e d it in g a n d w rit in g.

W ik is o fte n h ave g u id elin e p ages t o h elp n ew c o ntr ib uto rs in te gra te t h eir w ork in to t h e g ro up’s o ngo in g e ffo rt. B e s u re t o r e ad a n d u ndersta n d t h ese g u id elin es,

a n d d on’t b e a fr a id t o a sk f o r h elp .

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 W IK I W RI TIN G

Yo u c a n e asily a d ap t t h e t h re e-s te p w rit in g p ro ce ss f o r w ik is , d ep en din g o n w heth er y o u a re c re atin g a n ew w ik i, a d din g n ew m ate ria l t o a n e x is tin g w ik i, o r

re v is in g e x is tin g m ate ria l o n a w ik i.

I f y o u a re c re atin g a n ew w ik i, t h in k t h ro ugh y o ur lo ng-te rm p urp ose c a re fu lly , ju st a s y o u w ould w it h a n ew b lo g o r p odca st c h an nel. D oin g s o w ill h elp y o u c ra ft

a p pro pria te g u id elin es, e d it o ria l o ve rsig h t, a n d s e cu rit y p olic ie s.

M ake s u re y o u u ndersta n d h ow a n ew w ik i p age w ill it in w it h t h e e x is tin g c o nte n t. /

If y o u a re a d din g a p age o r a n a rtic le t o a n e x is tin g w ik i, ig u re o ut h ow t h is n ew m ate ria l it s in w it h t h e e x is tin g o rg a n iz a tio n. D ete rm in e w heth er a n y s im ila r

m ate ria l a lr e ad y e x is ts ; it m ig h t b e b ette r t o e x p an d a n e x is tin g a rtic le o r a d d a s u bpage t h an t o c re ate a n ew it e m . A ls o , le arn t h e w ik i’s p re fe rre d s ty le f o r

han dlin g in co m ple te a rtic le s. F o r e xa m ple , o n t h e w ik i t h at c o nta in s t h e u se r d ocu m en ta tio n f o r t h e p opula r W ord Pre ss b lo ggin g s o ftw are , c o ntr ib uto rs a re

d is co ura ged f r o m a d din g n ew p ages u ntil t h e c o nte n t is “ fa ir ly c o m ple te a n d a ccu ra te .” 3 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 0000000000000000036a8 # P70010124510000000000000000037FF)

If y o u a re r e v is in g o r u pdatin g a n e x is tin g w ik i a rtic le , u se t h e c h eck lis t o n p age 1 57

(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 000000000000000002b0a# page_1 57) in Ch 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) to e va lu ate t h e

co nte n t b efo re y o u m ake c h an ges. I f y o u d on’t a gre e w it h p ublis h ed c o nte n t a n d p la n t o r e v is e it , y o u c a n u se t h e w ik i’s d is cu ssio n f a cilit y t o s h are y o ur c o nce rn s

w it h o th er c o ntr ib uto rs. T he w ik i e n vir o nm en t s h ould e n co ura ge d is cu ssio ns a n d e ve n r o bust d is a gre em en ts , a s lo ng a s e ve ry o ne r e m ain s c iv il a n d r e sp ectfu l.

F o r t h e la te st a d vic e o n u sin g s o cia l m ed ia in b usin ess, 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 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) .

C O M M UNIC AT IO N C H ALLEN GES A T Star bucks

Yo u’v e jo in ed A le xa n dra W heele r’s s o cia l m ed ia t e am . U se w hat y o u’v e le arn ed in t h e c o urse s o f a r t o s o lv e t h ese c o m munic a tio n d ile m mas.

IN D IV ID UAL C H AL LE N GE: Y o u’v e w rit te n a b lo g e n tr y d escrib in g a n u pco m in g c o m petit io n in w hic h t h e s m all t o w n t h at s u bm it s t h e m ost c re ativ e “ c o m munit y

s p ir it ” v id eo w ill w in a $ 5 0,0 00 m ake o ve r o f a p ark o r c o m munit y c e n te r. W rit e a t w eet o f n o m ore t h an 1 40 c h ara cte rs t h at c o uld s e rv e a s a t e ase r t o p ersu ad e

yo ur T w it te r f o llo w ers t o c lic k t h ro ugh t o t h e b lo g p ost.

T EAM C H AL LE N GE: O ne m em ber o f t h e s o cia l m ed ia t e am is r e tir in g, a n d y o u’v e b een a sk e d t o r e cru it h er r e p la ce m en t, w hose p rim ary r e sp onsib ilit y w ill b e

blo ggin g. Y o ur p la n is t o s e n d a n e m ail m essa ge t o e ve ry o ne in t h e c o m pan y, p ro vid in g a b rie f r e m in der o f t h e b lo g’s p urp ose , d escrib in g t h e w rit in g s ty le y o u’r e

lo okin g f o r, a n d in vit in g in te re ste d w rit e rs t o s u bm it s a m ple b lo g e n tr ie s f o r e va lu atio n. ( T his m essa ge is f o r e m plo ye es o nly ; it w on’t b e s e en b y t h e p ublic .) W it h

a t e am a ssig n ed b y y o ur in str u cto r, b ra in sto rm t h e id eal q ualit ie s o f w rit e r f o r t h e S ta rb uck s b lo g, t h en d ra ft t h e e m ail in vit a tio n. /

Quick L ea rn in g G uid e

KEY T ERM S

blo g A n e asily u pdata b le o nlin e jo urn al; s h ort f o r w eblog

b ra n d c o m munit ie s G ro ups o f p eo ple u nit e d b y t h eir in te re st in a n d o w nersh ip o r u se o f p artic u la r p ro ducts

b ra n d s o cia liz a tio n A m easu re o f h ow e ffe ctiv e ly a c o m pan y e n ga ges w it h it s v a rio us o nlin e s ta ke h old ers in a m utu ally b en eic ia l e xch an ge o f in fo rm atio n

co m munit y Q & A s it e s W eb sit e s o n w hic h v is it o rs a n sw er q uestio ns p oste d b y o th er v is it o rs o r b y c o m pan y r e p re se n ta tiv e s

co n te n t c u ra tio n T he p ra ctic e o f c o lle ctin g, ilt e rin g, a n d r e p ublis h in g m ate ria l o n a p artic u la r t o pic

m ic ro blo g A v a ria tio n o n a b lo g in w hic h m essa ges a re r e str ic te d t o s p eci ic c h ara cte r c o unts ; T w it te r is t h e b est-k n ow n e xa m ple

s o cia l n etw ork s O nlin e s e rv ic e s t h at e n ab le in div id ual a n d o rg a n iz a tio nal m em bers t o f o rm c o nnectio ns a n d s h are in fo rm atio n

ta ggin g A tta ch in g d escrip tiv e t e rm s t o b lo g p osts a n d o th er a rtic le s t o f a cilit a te s e arc h in g

u se r-g en era te d c o n te n t ( U GC) s it e s W eb sit e s o n w hic h u se rs, r a th er t h an w eb sit e o w ners, c o ntr ib ute m ost o r a ll o f t h e c o nte n t

S UM MAR Y O F L E ARN IN G O BJE C T IV ES

1 Id en tify s e ve n k ey p oin ts f o r u sin g s o cia l m ed ia i n b u sin ess c o m munic a tio n . S eve n k e y p oin ts f o r u sin g s o cia l m ed ia a re ( 1 ) r e m em ber t h at

it ’s a c o nve rsa tio n, n ot a le ctu re o r a s a le s p it c h ; ( 2 ) w rit e in fo rm ally b ut n ot c a re le ssly ; ( 3 ) c re ate c o ncis e , s p eci ic , a n d in fo rm ativ e h ead lin es t h at

d on’t f o rc e r e ad ers t o s o lv e c le ve r w ord pla y p uzzle s; ( 4 ) g et in vo lv e d a n d s ta y in vo lv e d w it h c o nve rsa tio ns t h at c o nce rn y o ur c o m pan y; ( 5 ) p ro m ote

y o ur c o m pan y a n d p ro ducts in dir e ctly ; ( 6 ) b e t r a n sp are n t a n d h onest; a n d ( 7 ) t h in k b efo re y o u p ost t o a vo id p ro ble m s c a u se d b y c a re le ss m essa ges.

2 D esc rib e t h e b u sin ess c o m munic a tio n a p plic a tio n s o f s o cia l n etw ork s. B usin esse s n ow u se a v a rie ty o f s o cia l n etw ork s, in clu din g w ell- k n ow n

public n etw ork s s u ch a s F ace b ook a n d b usin ess-o rie n te d n etw ork s s u ch a s L in ke d In , a s w ell a s a v a rie ty o f s p ecia liz e d n etw ork s, s in gle -c o m pan y

n etw ork s f o r c u sto m ers, a n d in te rn al e m plo ye e-o nly n etw ork s. T he b usin ess c o m munic a tio n a p plic a tio ns o f s o cia l n etw ork s a re im porta n t a n d

div e rse ; m ajo r u se s in clu de c o lla b ora tin g, g a th erin g m ark e t in te llig en ce , r e cru it in g e m plo ye es, c o nnectin g w it h b usin ess p artn ers, m ark e tin g, a n d

fo ste rin g b ra n d c o m munit ie s.

3 E xp la in h ow i n fo rm atio n - a n d c o n te n t-s h arin g s it e s a re u se d i n b u sin ess c o m munic a tio n . U se r-g en era te d c o nte n t s it e s s u ch a s Y o uTu be

allo w c o m pan ie s t o h ost m ed ia ( s u ch a s v id eo s) t h at c u sto m ers a n d o th er s ta ke h old ers c a n v ie w , c o m men t o n, a n d s h are . Co nte n t c u ra tio n s it e s a llo w

p ro fe ssio nals a n d c o nsu m ers w it h e x p ertis e o r in te re st in a p artic u la r ie ld t o c o lle ct a n d r e p ublis h m ate ria l o n a p artic u la r t o pic . Co mmunit y Q &A

sit e s g iv e in div id uals t h e o pportu nit y t o b uild t h eir p erso nal b ra n ds b y p ro vid in g e x p ertis e , a n d t h ey g iv e c o m pan ie s t h e c h an ce t o a d dre ss c u sto m er

co m pla in ts a n d c o rre ct m is in fo rm atio n.

4 D esc rib e t h e r o le o f b lo ggin g i n b u sin ess c o m munic a tio n t o d ay, 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 b lo ggin g.

B lo gs a re u se d in n um ero us w ay s in b usin ess t o day, s u ch a s f o r p ro je ct m an agem en t a n d t e am c o m munic a tio n, c o m pan y n ew s, c u sto m er s u pport, /

public r e la tio ns a n d m ed ia r e la tio ns, e m plo ye e r e cru it in g, p olic y a n d is su e d is cu ssio ns, c ris is c o m munic a tio n, m ark e t r e se arc h , b ra in sto rm in g,

em plo ye e e n ga gem en t, v ir a l m ark e tin g, in lu en cin g t r a d it io nal m ed ia n ew s c o ve ra ge, a n d c o m munit y b uild in g.

T he t h re e-s te p w rit in g p ro ce ss a d ap ts r e ad ily t o b lo ggin g. W hen p la n nin g, b e p artic u la rly c a re fu l in d ein in g y o ur a u die n ce , id en tif y in g t h e o ve ra ll

p urp ose o f y o ur b lo g a n d t h e s p eci ic p urp ose s o f e ach p ost, a n d e sta b lis h in g a s co pe t h at is n arro w e n ough t o b e f o cu se d b ut b ro ad e n ough t o

a ffo rd a s te ad y s u pply o f t o pic s. B e s u re t o w rit e in a p erso nal, a u th en tic s ty le , w it h out s lip pin g in to o ve rly f a m ilia r o r c a re le ss w rit in g. Co mple tin g

m essa ges in vo lv e s t h e u su al t a sk s o f p ro oin g a n d r e v is in g b efo re p ostin g, a lo ng w it h t h e p artic u la r t a sk s n eed ed t o d is tr ib ute y o ur p osts v ia

n ew sfe ed s.

5 D esc rib e t h e b u sin ess u se 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 ic ro blo gs s u ch a s T w it te r a re u se d f o r m an y o f t h e s a m e p urp ose s

as c o nve n tio nal b lo ggin g, a lo ng w it h d ig it a l c o upons, s a le a n nounce m en ts , o ne-o n-o ne c u sto m er s e rv ic e q uerie s, a n d c u sto m iz e d n ew s c h an nels

c re ate d b y f o llo w in g e x p erts o f in te re st. M ic ro blo gs c a n a ls o s e rv e a s t h e b ack ch an nel d urin g m eetin gs a n d p re se n ta tio ns.

6 O ffe r g u id elin es f o r b eco m in g a v a lu able w ik i c o n tr ib u to r. T o b eco m e a v a lu ab le w ik i c o ntr ib uto r, le t g o o f t r a d it io nal e x p ecta tio ns o f

au th orsh ip , in clu din g in div id ual r e co gn it io n a n d c o ntr o l; d on’t b e a fr a id t o e d it a n d im pro ve e x is tin g c o nte n t; u se p age t e m pla te s a n d o th er

fo rm attin g o ptio ns t o m ake s u re y o ur c o nte n t is f o rm atte d in t h e s a m e s ty le a s t h e r e st o f t h e w ik i; k e ep e d it s a n d c o m men ts s e p ara te b y u sin g t h e

“ta lk p age” t o d is cu ss c o nte n t, r a th er t h an in se rtin g c o m men ts d ir e ctly in to t h e t e x t; t a ke a d va n ta ge o f t h e s a n dbox t o le arn h ow u se t h e w ik i’s w rit in g

an d e d it in g t o ols ; a n d u ndersta n d a n d f o llo w t h e w ik i’s c o ntr ib uto r g u id elin es.

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 .

8 -1 . W hy a re s tr a ig h tfo rw ard , in fo rm ativ e h ead lin es b ette r f o r s o cia l m ed ia t h an h ead lin es w it h w it ty w ord pla y ? [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 000000000000000003480# P7001012451000000000000000003482)

8 -2 . H ow h ave s o cia l m ed ia t o ols s p urre d t h e g ro w th o f c o m munit ie s o f p ra ctic e ? [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 0000000000000000034ac# P70010124510000000000000000034A E)

8 -3 . W hat d oes it m ean t o a n ch or y o ur s o cia l m ed ia p re se n ce in a h ub? [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 0000000000000000034ac# P70010124510000000000000000034A E)

8 -4 . W hat is c o nte n t c u ra 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 00000000000000000353f# P7001012451000000000000000003541)

8 -5 . H ow c a n b lo gs h elp w it h s o -c a lle d v ir a l m ark e tin g e ffo rts ? [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 00000000000000000356d# P700101245100000000000000000356F)

8 -6 . 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 b lo g? [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 00000000000000000356d# P700101245100000000000000000356F) /

8-7 . H ow c a n T w it te r b e u se d t o c ro w dso urc e r e se arc h ? [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 000000000000000003607# P700101245100000000000000000360A )

8-8 . H ow d oes t h e u se o f h ash ta gs o n T w it te r h elp p eo ple in d in fo rm atio n o f in te re st? [L O -

(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 000000000000000003607# P700101245100000000000000000360A ) 5 ]

8-9 . W hy is it im porta n t t o a b an don t r a d it io nal n otio ns o f o w nersh ip w hen w rit in g o n a w ik i? [L O -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 00000000000000000367a# P700101245100000000000000000367E)

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 .

8 -1 0. Ca n y o ur c o m pan y s ta y in c o ntr o l o f it s m essa ges if it s ta y s o ff s o cia l m ed ia ? W hy o r w hy n ot? [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 000000000000000003480# P7001012451000000000000000003482)

8 -1 1. I s le ve ra gin g y o ur c o nnectio ns o n s o cia l n etw ork s f o r b usin ess p urp ose s e th ic a l? W hy o r w hy n ot? [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 0000000000000000034ac# P70010124510000000000000000034A E)

8 -1 2. I f o ne o f t h e b en eit s o f b lo ggin g a n d m ic ro blo ggin g is t h e p erso nal, in tim ate s ty le o f w rit in g, is it a g o od id ea t o lim it y o ur c re ativ it y b y a d herin g

to c o nve n tio nal r u le s o f g ra m mar, s p ellin g, a n d m ech an ic s? W hy o r w hy n ot? [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 00000000000000000356d# P700101245100000000000000000356F)

8 -1 3. W hat a re s o m e o f t h e w ay s t h e p re sid en t o f a h ik in g e q uip m en t c o m pan y c a n u se T w it te r t o e n ga ge p ote n tia l c u sto m ers w it h out b ein g o ve rtly

p ro m otio nal? [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 000000000000000003607# P700101245100000000000000000360A )

8-1 4. I f y o u k n ow t h at m ost r e ad ers o f y o ur m an agem en t a d vic e b lo g a cce ss it o n m obile d ev ic e s, s h ould y o u s w it c h t o T w it te r in ste ad s o t h e

sh orte r m essa ges w ould b e e asie r t o r e ad o n s m all s cre en s? 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 000000000000000003607# P700101245100000000000000000360A )

P ra ct ic e Y o u r S k ills

8 -1 5. M essa ge f o r A naly sis 8 .A : M ed ia S k ills : B lo ggin g, C re a tin g a B usin esslik e T o n e [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 00000000000000000356d# P700101245100000000000000000356F) R ev is e t h is

b lo g p ost b ase d o n w hat y o u’v e le arn ed in t h is c h ap te r.

[ h ead lin e]

W e’r e D OOM ED !!!!!

[ p ost]

I w as a t t h e S ik o rsk y p la n t in S tr a tfo rd y e ste rd ay, ju st c h eck in g t o s e e h ow t h in gs w ere g o in g w it h t h e a sse m bly lin e r e tr o it w e d id f o r t h em la st y e ar. I

t h in k I s a w t h e f u tu re , a n d it a in ’t p re tty . T hey w ere d em o’in g a p ro to ty p e r o bot f r o m M oto m an t h at a b so lu te ly b lo w s o ur s tu ff o ut o f t h e w ate r. T hey /

would n’t le t m e r e ally s e e it , b ut b ase d o n t h e 1 0-s e co nd g lim pse I g o t, it ’s s m alle r, f a ste r, a n d m ore m an eu ve ra b le t h an a n y o f o ur u nit s . A nd w hen I

a sk e d a b out t h e p ric e , t h e g u y ju st g rin ned . A nd it w asn ’t t h e s o rt o f g rin d esig n ed t o m ake m e f e el g o od.

I’v e b een s a y in g f o r y e ars t h at w e n eed t o p ay m ore a tte n tio n t o s iz e , s p eed , a n d m an eu ve ra b ilit y in ste ad o f ju st r e ly in g o n o ur h is to ric a l s tr e n gth s o f

accu ra cy a n d p ay lo ad c a p acit y , a n d y o u’d h ave t o b e b lin d n ot t o a gre e t h at t h is e x p erie n ce p ro ve s m e r ig h t. I f w e c a n ’t a t le ast s h ow a d esig n f o r a

b ette r u nit w it h in t w o o r t h re e m onth s, M oto m an is g o in g t o lo ck u p t h e m ark e t a n d le ave u s u tte rly in t h e d ust.

B elie ve m e, b ein g a b le t o s a y “ I t o ld y o u s o ” r ig h t n ow is n ot n early a s s a tis fy in g a s y o u m ig h t t h in k!!

8 -1 6. M essa ge 8 .B : R ev is in g W eb C o n te n t w it h a “ Y o u ” A ttit u de [L O -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 00000000000000000367a# P700101245100000000000000000367E) T o a cce ss

th is w ik i e xe rc is e , 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 s e le ct C h 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) , M essa ge

8 .B . F o llo w t h e in str u ctio ns f o r e va lu atin g t h e e x is tin g c o nte n t a n d r e v is in g it t o m ake it m ore r e ad er o rie n te d .

8-1 7. M essa ge 8 .C : I m pro vin g t h e E ffe ctiv e n ess o f a W ik i A rtic le [L O -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 00000000000000000367a# P700101245100000000000000000367E) T o a cce ss

th is w ik i e xe rc is e , 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) , s e le ct S tu den t A ssig n m en ts , t h en s e le ct C h 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) , M essa ge

8 .C. F o llo w t h e in str u ctio ns f o r e va lu atin g t h e e x is tin g c o nte n t a n d r e v is in g it t o m ake it c le ar a n d c o ncis e .

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 .

8-1 8. M ed ia S k ills : S o cia l N etw ork in g [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 0000000000000000034ac# P70010124510000000000000000034A E) P ic k a

c o m pan y in a n y in dustr y t h at in te re sts y o u. I m agin e y o u a re d oin g s tr a te gic p la n nin g f o r t h is ir m , a n d id en tif y o ne o f y o ur c o m pan y’s k e y c o m petit o rs.

(H in t: Y o u c a n u se t h e f r e e lis tin gs o n w ww.h oove rs.c o m ( h ttp :/ /w ww.h oove rs.c o m ) to in d s e ve ra l t o p c o m petit o rs f o r m ost m ed iu m -s iz e a n d la rg e

co m pan ie s in t h e U nit e d S ta te s.) N ow s e arc h t h ro ugh s o cia l m ed ia s o urc e s t o in d t h re e s tr a te gic a lly r e le va n t p ie ce s o f in fo rm atio n a b out t h is

c o m petit o r, s u ch a s t h e h ir in g o f a n ew e xe cu tiv e , t h e la u nch o f a m ajo r n ew p ro duct, o r a s ig n i ic a n t p ro ble m o f s o m e k in d. I n a p ost o n y o ur c la ss b lo g,

id en tif y t h e in fo rm atio n y o u f o und a n d t h e s o urc e s y o u u se d . ( If y o u c a n ’t in d u se fu l in fo rm atio n, p ic k a n oth er ir m o r t r y a n oth er in dustr y.)

8 -1 9. M ed ia S k ills : S o cia l N etw ork in g [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 0000000000000000034ac# P70010124510000000000000000034A E) Jo in in g a n

o ngo in g s o cia l m ed ia c o nve rsa tio n, s u ch a s a c o m men t t h re ad o n F ace b ook, r e q uir e s a d elic a te t o uch if y o u w ork f o r a c o m pan y t h at h as a c o m merc ia l

in te re st in t h e s u bje ct a t h an d. I m agin e y o u w ork f o r a c o m pan y t h at m ake s a u dio phile -q ualit y h ead phones, a co ustic g u it a rs, o r e le ctr o nic d ru m k it s

( c h oose w hic h eve r p ro duct in te re sts y o u m ost) . W hile m onit o rin g a F ace b ook g ro up f o r e n th usia sts o f t h is p ro duct c a te go ry, y o u s e e a n a ctiv e t h re ad

in w hic h p eo ple a re c o m pla in in g a b out t h e q ualit y o f o ne o f y o ur c o m petit o r’s p ro ducts . Y o u k n ow t h at f o r y e ars t h is c o m pan y h ad a r e p uta tio n f o r

m akin g h ig h -q ualit y e q uip m en t, b ut a fte r a p oorly e xe cu te d p la n t o o uts o urc e m an ufa ctu rin g in o rd er t o c u t c o sts , q ualit y h as s u ffe re d . A s im ila r

p ro duct t h at y o ur c o m pan y o ffe rs is s lig h tly m ore e x p en siv e b ut h as s ig n i ic a n tly h ig h er q ualit y , a cco rd in g t o a r e ce n t s u rv e y c o nducte d b y a r e sp ecte d

an d im partia l in dustr y w eb sit e .

D ra ft a b rie f c o m men t t h at y o u c o uld u se t o jo in t h e c o nve rsa tio n. D ecid e w hat in fo rm atio n y o u’ll in clu de a n d w heth er y o u w ill d is clo se y o ur c o m pan y

afilia tio n. A ssu m e t h at r e p re se n ta tiv e s f r o m v a rio us c o m pan ie s d o o cca sio nally m ake p osts a n d le ave c o m men ts in t h is g ro up, b ut o ve rt s e llin g is

e x p lic it ly f o rb id den b y t h e g ro up’s m odera to r. /

8-2 0. M ed ia S k ills : B lo ggin g, C re a tin g a B usin esslik e T o n e; M obile S k ills [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 00000000000000000356d# P700101245100000000000000000356F) T he

m em bers o f t h e p ro je ct t e am y o u le ad h ave e n th usia stic a lly e m bra ce d b lo ggin g a s a c o m munic a tio n m ed iu m . U nfo rtu nate ly , a s e m otio ns h eat u p d urin g

th e p ro je ct, s o m e o f t h e b lo g p osts a re b eco m in g t o o c a su al, t o o p erso nal, a n d e ve n s lo ppy. B eca u se y o ur b oss a n d o th er m an agers w it h in t h e c o m pan y

als o r e ad t h is p ro je ct b lo g, y o u d on’t w an t t h e t e am t o s e em u npro fe ssio nal. R ev is e t h e f o llo w in g b lo g p ost s o t h at it c o m munic a te s in a m ore

b usin esslik e m an ner w hile r e ta in in g t h e in fo rm al, c o nve rsa tio nal t o ne o f a b lo g. I n a d dit io n, b re ak it in to s m alle r p ara gra p hs t h at a re m ore c o m patib le

w it h m obile d ev ic e s. ( B e s u re t o c o rre ct a n y s p ellin g a n d p unctu atio n m is ta ke s y o u in d a s w ell.)

[ p ost]

W ell, t o t h e p ro fo und s u rp ris e o f a b so lu te ly n obody, w e a re n ot g o in g t o b e a b le m eet t h e J u ne 1 c o m mit m en t t o s h ip 1 00 o pera tin g t a b le s t o S o uth east

S u rg ic a l S u pply . ( F o r t h ose o f y o u w ho h ave b een liv in g in a c a ve t h e p ast s ix m onth , w e h ave b een ig h tin g t o g et o ur h an ds o n e n ough h ig h -g ra d e

ch ro m iu m s te el t o m eet o ur p ro ductio n s ch ed ule .) S u re e n ough , w e g o t n ew s, t h is m orn in g t h at w e w ill o nly g et e n ough f o r 3 0 t a b le s. Y e s, w e lo ok lik e

fo ols f o r n ot b ein g a b le t o f o llo w t h ro ugh o n p ro m is e s w e m ad e t o t h e c u sto m er, b ut n o, t h is d id n’t h ave t o h ap ppen . S ix m onth ’s a go , p urc h asin g

w arn ed u s a b out s h rin kin g s u pplie s a n d s u ggeste d w e a d va n ce -b uy a s m uch a s w e w ould n eed f o r t h e n ex t 1 2 m onth s, o r s o . W e n atu ra lly t r ie d t o

fo llo w ed t h eir a d vic e , b ut ju st a s n atu ra lly w ere s h ot d ow n b y t h e b ean c o unte rs a t c o rp ora te w ho t r o tte d o ut t h e p olic y a b out n eve r b uyin g m ore t h an

th re e m onth s w orth o f m ate ria ls in a d va n ce . O f c o urse , it ’ll b e u s—n ot t h e b ean c o unte rs w ho’ll t a ke t h e la k w hen e ve ry b ody s ta rts a sk in g w hy

re ve n ues a re d ow n n ex t q uarte r a n d w hy S o uth east is t a lk in g t o o ur f r ie n ds a t Cr ig h to n!!! M ay b e, s o m e d ay t h is c o m pan y w ill g et it s h ead o ut o f t h e

sa n d a n d r e aliz e t h at w e n eed t o h ave s o m e in an cia l le x ib ilit y in o rd er t o c o m pete .

8 -2 1. M ed ia S k ills : B lo ggin g [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 00000000000000000356d# P700101245100000000000000000356F) ] F in d a

c u rre n t p olit ic a l is su e t h at c o uld h ave a d ir e ct e ffe ct o n b usin ess, s u ch a s im mig ra tio n la w , I n te rn et s a le s t a x, p ro duct s a fe ty , o r in te rn atio nal t r a d e

polic y. I d en tif y a c o m pan y t h at is a ffe cte d b y t h is is su e, a n d a ssu m e y o u a re t h e p re sid en t o r CE O a n d w an t t o s p eak o ut a b out it . W rit e a t h re e-

p ara gra p h b lo g p ost t h at s u m mariz e s t h e is su e, e x p la in s h ow it c o uld a ffe ct y o ur c o m pan y, a n d u rg es a p artic u la r a ctio n f r o m p olit ic a l le ad ers.

8 -2 2. M ed ia S k ills : M ic ro blo ggin g [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 000000000000000003607# P700101245100000000000000000360A ) B usy

k n it te rs c a n g o t h ro ugh a lo t o f y a rn in a h urry, s o m ost k e ep a s h arp e ye o ut f o r s a le s. Y o u’r e o n t h e m ark e tin g s ta ff o f K nit tin g-W are h ouse , a n d y o u

lik e t o k e ep y o ur lo ya l s h oppers u p t o d ate w it h t h e la te st d eals . V is it t h e K nit tin g-W are h ouse w eb sit e a t w ww.k n it tin g-w are h ou se .c o m

(h ttp :/ /w ww.k nit tin g-w are h ouse .c o m ) , c h oose a n y o n-s a le p ro duct t h at c a tc h es y o ur e ye , a n d c o m pose a t w eet t h at d escrib es t h e p ro duct a n d t h e s a le .

(U nle ss y o u a re w ork in g o n a p riv a te T w it te r a cco unt t h at is a cce ssib le o nly b y y o ur in str u cto r a n d y o ur c la ssm ate s, d on’t a ctu ally t w eet t h is m essa ge.

E m ail it t o y o ur in str u cto r in ste ad .)

8 -2 3. M ed ia S k ills : M ic ro blo ggin g [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 000000000000000003607# P700101245100000000000000000360A ) Ch oose a

p ro duct y o u p urc h ase d r e ce n tly o r s o m eth in g y o u’r e c o nsid erin g p urc h asin g. Co mpose a t h re e-tw eet s e q uen ce t h at ( 1 ) in tr o duce s t h e p ro duct, ( 2 ) lis ts

tw o o r t h re e im porta n t a d va n ta ges, a n d ( 3 ) id en ti ie s w hic h g ro ups o f c o nsu m ers c a n b en eit f r o m it . E m ail y o ur t w eets t o y o ur in str u cto r r a th er t h an

p ostin g t h em o n T w it te r.

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 /

On T w it te r, in d t w o c o m pan ie s in t h e s a m e in dustr y a n d r e v ie w a d oze n r e ce n t t w eets f r o m e ach . Co nsid erin g t h e t w eets f r o m t h e p ersp ectiv e o f a p ote n tia l

cu sto m er, w hic h c o m pan y d oes a b ette r jo b o f e n ga gin g y o ur a tte n tio n a n d b uild in g y o ur in te re st in it s p ro ducts ? U sin g w hate ve r m ed iu m y o ur in str u cto r

re q uests , w rit e a b rie f a n aly sis o f t h e t w o c o m pan ie s’ T w it te r a ctiv it y , a n d e x p la in w hy o ne is u sin g t h e s o cia l n etw ork m ore e ffe ctiv e ly t h an t h e o th er.

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 u sin g s o cia l m ed ia in b usin ess. I n a b rie f e m ail m essa ge t o

y o ur in str u cto r, d escrib e t h e it e m t h at y o u f o und a n d s u m mariz e 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.

S O CIA L N ET W ORKIN G S K IL LS

8 -2 4. M ed ia S k ills : S o cia l N etw ork in g; M ed ia S k ills : M ic ro b lo ggin g [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 010124510000000000000000034ac# P70010124510000000000000000034 A E)

[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 01012451000000000000000003607# P70010124510000000000000000036 0A )

Fo ursq uare is o ne o f t h e le ad in g p ro vid ers o f lo ca tio n-b ase d s o cia l n etw ork in g s e rv ic e s. M illio ns o f p eo ple u se F o ursq uare f o r s o cia l e n ga gem en t a n d

fr ie n dly c o m petit io n, a n d m an y b usin ess o w ners a re s ta rtin g t o r e co gn iz e t h e m ark e tin g p ote n tia l o f h av in g p eo ple w ho a re o n t h e m ove in lo ca l a re as

b ro ad ca st t h eir lo ca tio ns a n d s h are in fo rm atio n a b out s to re s, r e sta u ra n ts , c lu bs, a n d o th er m erc h an ts .

Y o u r t a sk : R ev ie w t h e in fo rm atio n o n F o ursq uare ’s M erc h an t P la tfo rm a t b u sin ess.f o u rsq u are .c o m ( h ttp :/ /b usin ess.f o ursq uare .c o m ) . N ow w rit e f o ur

brie f m essa ges, n o m ore t h an 1 40 c h ara cte rs lo ng. T he ir st s h ould s u m mariz e t h e b en eit s t o s to re s, r e sta u ra n ts , a n d o th er “ b ric k -a n d-m orta r”

b usin esse s o f p artic ip atin g in F o ursq uare ; t h e n ex t t h re e m essa ges s h ould c o nve y t h re e c o m pellin g p oin ts t h at s u pport t h at o ve ra ll b en eit s ta te m en t. I f

y o ur c la ss is s e t u p w it h p riv a te T w it te r a cco unts , u se y o ur p riv a te a cco unt t o s e n d y o ur m essa ges. O th erw is e , e m ail y o ur f o ur m essa ges t o y o ur

in str u cto r o r p ost t h em o n y o ur c la ss b lo g, a s y o ur in str u cto r d ir e cts .

S O CIA L N ET W ORKIN G S K IL LS

8 -2 5. M ed ia S k ills : S o cia l N etw ork in g; O nlin e E tiq uette [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 010124510000000000000000034ac# P70010124510000000000000000034 A E)

, 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 )

E m plo ye es w ho t a ke p rid e in t h eir w ork a re a p ric e le ss r e so urc e f o r a n y b usin ess. H ow eve r, p rid e c a n s o m etim es m an if e st it s e lf in n ega tiv e w ay s w hen

em plo ye es r e ce iv e c rit ic is m —a nd p ublic c rit ic is m is a f a ct o f lif e in s o cia l m ed ia . I m agin e t h at y o ur c o m pan y h as r e ce n tly e x p erie n ce d a r a sh o f p ro duct

q ualit y p ro ble m s, a n d t h ese p ro ble m s h ave g en era te d s o m e u nple asa n t a n d o cca sio nally u nfa ir c rit ic is m o n a v a rie ty o f s o cia l m ed ia s it e s. S o m eo ne e ve n

se t u p a F ace b ook p age s p eci ic a lly t o g iv e c u sto m ers a p la ce t o v e n t t h eir f r u str a tio ns. /

Yo u a n d y o ur p ublic r e la tio ns t e am ju m ped in to a ctio n, r e sp ondin g t o c o m pla in ts w it h o ffe rs t o p ro vid e r e p la ce m en t p ro ducts a n d h elp c u sto m ers w ho

have b een a ffe cte d b y t h e q ualit y p ro ble m s. E ve ry th in g s e em ed t o b e g o in g a s w ell a s c o uld b e e x p ecte d , u ntil y o u w ere c h eck in g a f e w in dustr y b lo gs

o ne e ve n in g a n d d is co ve re d t h at a c o uple o f e n gin eers in y o ur c o m pan y’s p ro duct d esig n la b h ave b een r e sp ondin g t o c o m pla in ts o n t h eir o w n. T hey

id en ti ie d t h em se lv e s a s c o m pan y e m plo ye es a n d d efe n ded t h eir p ro duct d esig n , b la m in g t h e c o m pan y’s p ro ductio n d ep artm en t a n d e ve n c rit ic iz in g

se ve ra l c u sto m ers f o r la ck in g t h e s k ills n eed ed t o u se s u ch a s o phis tic a te d p ro duct. W it h in a m atte r o f m in ute s, y o u s e e t h eir h arsh c o m men ts b ein g

re tw eete d a n d r e p oste d o n m ult ip le s it e s, o nly f u elin g t h e ir e o f n ega tiv e f e ed back a ga in st y o ur ir m . N eed le ss t o s a y, y o u a re h orri ie d .

Y o u r t a sk : Y o u m an age t o r e ach t h e e n gin eers b y p riv a te m essa ge a n d t e ll t h em t o s to p p ostin g m essa ges, b ut y o u r e aliz e y o u h ave a s e rio us t r a in in g

is su e o n y o ur h an ds. W rit e a p ost f o r t h e in te rn al c o m pan y b lo g t h at a d vis e s e m plo ye es o n h ow t o r e sp ond a p pro pria te ly w hen t h ey a re r e p re se n tin g

th e c o m pan y o nlin e. U se y o ur im agin atio n t o m ake u p a n y d eta ils y o u n eed .

SO CIA L N ET W ORKIN G S K IL LS/ T EA M S K IL LS

8 -2 6. M ed ia S k ills : S o cia l N etw ork in g [L O -2 ]

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So cia l m ed ia c a n b e a g re at w ay t o , w ell, s o cia liz e d urin g y o ur c o lle ge y e ars, b ut e m plo ye rs a re in cre asin gly c h eck in g t h e o nlin e a ctiv it ie s o f p ote n tia l

h ir e s t o a vo id b rin gin g in e m plo ye es w ho m ay r e le ct p oorly o n t h e c o m pan y.

Y o u r t a sk : T e am u p w it h a n oth er s tu den t a n d r e v ie w e ach o th er’s p ublic p re se n ce o n F ace b ook, T w it te r, b lo gs, a n d a n y o th er w eb sit e t h at a n e m plo ye r

m ig h t c h eck d urin g t h e in te rv ie w a n d r e cru it in g p ro ce ss. I d en tif y a n y p hoto s, v id eo s, m essa ges, o r o th er m ate ria l t h at c o uld r a is e a r e d la g w hen a n

em plo ye e is e va lu atin g a jo b c a n did ate . W rit e y o ur t e am mate a n e m ail m essa ge t h at lis ts a n y r is k y m ate ria l.

B LO GGIN G S K IL LS

8 -2 7. M ed ia S k ills : B lo ggin g; C o m posit io n al M od es: T uto ria ls [L O -4 ]

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Stu dyin g a b ro ad f o r a s e m este r o r a y e ar c a n b e a r e w ard in g e x p erie n ce in m an y w ay s—i mpro vin g y o ur la n gu age s k ills , e x p erie n cin g a n oth er c u lt u re ,

m akin g c o nta cts in t h e in te rn atio nal b usin ess a re n a, a n d b uild in g y o ur s e lf -c o nid en ce .

Y o u r t a sk : W rit e a p ost f o r y o ur c la ss b lo g t h at d escrib es y o ur c o lle ge’s s tu dy a b ro ad p ro gra m a n d s u m mariz e s t h e s te p s in vo lv e d in a p ply in g f o r

in te rn atio nal s tu dy. I f y o ur s ch ool d oesn ’t o ffe r s tu dy a b ro ad o pportu nit ie s, b ase y o ur p ost o n t h e p ro gra m o ffe re d a t a n oth er in stit u tio n in y o ur s ta te .

B LO GGIN G S K IL LS

8 -2 8. M ed ia S k ills : B lo ggin g [L O -4 ]

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Co mic -Co n I n te rn atio nal is a n a n nual c o nve n tio n t h at h ig h lig h ts a w id e v a rie ty o f p op c u lt u re a n d e n te rta in m en t m ed ia , f r o m c o m ic b ooks a n d

co lle ctib le s t o v id eo g a m es a n d m ovie s. F ro m it s e arly s ta rt a s a c o m ic b ook c o nve n tio n t h at a ttr a cte d s e ve ra l h undre d f a n s a n d p ublis h in g in dustr y

in sid ers, Co mic -Co n h as b eco m e a m ajo r in te rn atio nal e ve n t w it h m ore t h an 1 30,0 00 a tte n dees.

Y o u r t a sk : S eve ra l r e ad ers o f y o ur p op c u lt u re b lo g h ave b een a sk in g f o r y o ur r e co m men datio n a b out v is it in g Co mic -Co n in S an D ie go n ex t s u m mer.

W rit e a t w o- o r t h re e-p ara gra p h p ost f o r y o ur b lo g t h at e x p la in s w hat Co mic -Co n is a n d w hat a tte n dees c a n e x p ect t o e x p erie n ce a t t h e c o nve n tio n. B e /

su re t o a d dre ss y o ur p ost t o f a n s, n ot in dustr y in sid ers. 3 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 0000000000000000036a8 # P7001012451000000000000000003801)

B LO GGIN G S K IL LS/ M OBIL E S K IL LS

8 -2 9. M ed ia S k ills : B lo ggin g; C o m posit io n al M od es: T uto ria ls ; M ob ile S k ills [L O -4 ]

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T u m blr h as b eco m e a p opula r “ s h ort-fo rm ” b lo ggin g p la tfo rm b y c o m bin in g t h e s im plic it y o f T w it te r w it h t h e a b ilit y t o s h are p hoto s a n d o th er m ed ia

e asily .

Y o u r t a sk : W rit e a 3 00- t o 4 00-w ord m obile -fr ie n dly p ost f o r y o ur c la ss b lo g t h at e x p la in s h ow t o s e t u p a n a cco unt o n T u m blr a n d g et in vo lv e d in t h e

Tu m blr c o m munit y . T he h elp p ages o n T u m blr a re a g o od p la ce t o g et m ore in fo rm atio n a b out t h e s e rv ic e .

B LO GGIN G S K IL LS

8 -3 0. M ed ia S k ills : B lo ggin g [L O -4 ]

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Cr ed it c a rd d eb t c a n b e a c rip plin g in an cia l b urd en w it h m yria d s id e e ffe cts , f r o m h ig h er in su ra n ce r a te s t o m ore e x p en siv e lo an s t o d if ic u lt y g ettin g a

jo b o r a p ro m otio n. U nfo rtu nate ly , c re d it d eb t is a ls o f r ig h te n in gly e asy t o f a ll in to , p artic u la rly f o r y o ung p eo ple t r y in g t o g et s ta rte d in lif e w it h lim it e d

ca sh lo w .

Yo u r t a sk : W rit e a t h re e- t o iv e -p ara gra p h b lo g p ost t h at w arn s c o lle ge s tu den ts a b out t h e d an gers o f c re d it c a rd d eb t. B e s u re t o c it e t h e s o urc e s y o u

in d in y o ur r e se arc h .

M IC R O BLO GGIN G S K IL LS

8 -3 1. M ed ia S k ills : M ic ro b lo ggin g; C o m posit io n al M od es: S u m marie s [L O -1 ]

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[L O -5 ]

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A c a re fu lly c o nstr u cte d s e rie s o f t w eets c a n s e rv e a s a s u m mary o f a b lo g p ost, v id eo , o r o th er m essa ge o r d ocu m en t.

Y o u r t a sk : F in d a n y a rtic le , p odca st, v id eo , o r w eb page o n a b usin ess t o pic t h at in te re sts y o u. W rit e f o ur t o s ix t w eeta b le s t h at s u m mariz e t h e c o nte n t

of t h e p ie ce . R estr ic t t h e ir st t w eeta b le t o 1 20 c h ara cte rs t o a llo w f o r a U RL. E m ail t h e s e rie s t o y o ur in str u cto r o r p ublis h t h em o n T w it te r if y o ur

in str u cto r d ir e cts . I f y o u q uote p hra se s f r o m t h e o rig in al d ir e ctly , b e s u re t o p ut t h em in q uota tio n m ark s.

M IC R O BLO GGIN G S K IL LS

8 -3 2. M ed ia S k ills : M ic ro b lo ggin g; C o m posit io n al M od es: T ease rs [L O -5 ]

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Tw it te r u pdate s a re a g re at w ay t o a le rt p eo ple t o h elp fu l a rtic le s, v id eo s, a n d o th er o nlin e r e so urc e s. /

Yo u r t a sk : F in d a n o nlin e r e so urc e ( it c a n b e a w eb sit e q uiz , a Y o uTu be v id eo , a P o w erP o in t p re se n ta tio n, a n ew sp ap er a rtic le , o r a n yth in g e ls e

a p pro pria te ) t h at o ffe rs s o m e g re at t ip s t o h elp c o lle ge s tu den ts p re p are f o r jo b in te rv ie w s. W rit e a t e ase r o f n o m ore t h an 1 20 c h ara cte rs t h at h in ts a t

th e b en eit s o th er s tu den ts c a n g et f r o m t h is r e so urc e . I f y o ur c la ss is s e t u p w it h p riv a te T w it te r a cco unts , u se y o ur p riv a te a cco unt t o s e n d y o ur

m essa ge. O th erw is e , e m ail it t o y o ur in str u cto r.

M IC R O BLO GGIN G S K IL LS

8 -3 3. M ed ia S k ills : M ic ro b lo ggin g; C o m posit io n al M od es: U pdate s a n d A nnou nce m en ts [L O -5 ]

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Je tB lu e is k n ow n f o r it s in nova tio ns in c u sto m er s e rv ic e a n d c u sto m er c o m munic a tio n, in clu din g it s p io neerin g u se o f t h e T w it te r m ic ro blo ggin g s y ste m .

Nearly 2 m illio n J e tB lu e f a n s a n d c u sto m ers f o llo w t h e c o m pan y o n T w it te r t o g et u pdate s o n lig h t s ta tu s d urin g w eath er d is ru ptio ns, f a cilit y u pgra d es,

a n d o th er n ew s. 3 7

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Y o u r t a sk : W rit e a m essa ge o f n o m ore t h an 1 40 c h ara cte rs t h at a n nounce s t h e lim it e d -tim e a va ila b ilit y o f lig h ts a n d t r a ve l p ack a ges— lig h ts p lu s

hote l r o om s, f o r e xa m ple —a t J e tB lu e’s s to re o n e B ay. T he k e y s e llin g p oin t is t h at t r a ve le rs m ay b e a b le t o p urc h ase lig h ts t h ey w an t a t s te ep d is co unts .

If y o ur c la ss is s e t u p w it h p riv a te T w it te r a cco unts , u se y o ur p riv a te a cco unt t o s e n d y o ur m essa ge. O th erw is e , e m ail it t o y o ur in str u cto r.

W IK I S K IL LS

8 -3 4. M ed ia S k ills : W ik i W rit in g; E va lu atin g t h e W ork o f O th er W rit e rs [L O -6 ]

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E va lu atin g e x is tin g c o nte n t is a v it a l s te p in m akin g im pro ve m en ts t o a w ik i.

Y o u r t a sk : F in d a n a rtic le o n W ik ip ed ia t h at n eed s t o b e u pdate d , c o rre cte d , o r o th erw is e im pro ve d . Y o u c a n u se a n a rtic le t h at h as b een la gged b y

W ik ip ed ia e d it o rs o r in d a n a rtic le o n a s u bje ct y o u a re f a m ilia r w it h , s u ch a s t h e p ro ile o f a f a vo rit e m usic a l a rtis t. T o k e ep t h e p ro je ct a t a m an ageab le

s iz e , f e el f r e e t o s e le ct a p ortio n o f a lo nger a rtic le ( r o ugh ly 5 00 t o 1 ,0 00 w ord s). U sin g t h e g u id elin es o n p age 1 57

(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 000000000000000002b0a# page_1 57) fo r e va lu atin g t h e w ork o f o th er w rit e rs,

e va lu ate t h e q ualit y o f t h e a rtic le a n d id en tif y t h e s te p s y o u w ould t a ke t o im pro ve it . R ev is e t h e p ie ce a n d p ost y o ur v e rsio n o n y o ur c la ss b lo g o r e m ail

it t o y o ur in str u cto r. I n clu de a b rie f s u m mary o f t h e c h an ges y o u m ad e a n d y o ur r e aso ns f o r m akin g t h em . ( D o n ot e d it t h e W ik ip ed ia e n tr y a s p art o f

th is a ssig n m en t.)

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:

8 -3 5. W hy is “ v ir a l m ark e tin g” a m is le ad in g d escrip tio n? [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 00000000000000000356d# P700101245100000000000000000356F) /

8-3 6. W hy d oes a p erso nal s ty le o f w rit in g h elp b lo gs b uild s tr o nger r e la tio nsh ip s w it h a u die n ce s? [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 00000000000000000356d# P700101245100000000000000000356F)

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 000000000000000003454# rP 70010124510000000000000000037B B) . S ta rb uck s

w eb sit e , a cce sse d 1 1 F eb ru ary 2 016, w ww.s ta rb u ck s.c o m ( h ttp :/ /w ww.s ta rb uck s.c o m ) ; “ H ow S ta rb uck s S o cia l M ed ia T e am Ca ptu re s t h e P erso nalit y o f a

B eve ra ge,” S ta rb uck s n ew s r e le ase , 6 M ay 2 015, n ew s.s ta rb u ck s.c o m ( h ttp :/ /n ew s.s ta rb uck s.c o m ) ; D av id M oth , “ H ow S ta rb uck s U se s P in te re st, F ace b ook, T w it te r

an d G oogle + ” E co nsu lt a n cy, 6 M arc h 2 013; M elis sa A llis o n, “ S ta rb uck s P re sse s S o cia l M ed ia O nw ard ,” Seattle Time s , 2 7 A pril 2 013; B eth an y S im pso n, “ 3 I n sa n e

Sta rb uck s Ca mpaig n s,” iM ed ia Co nnectio n, 2 9 M arc h 2 012, w ww.i m ed ia co n nectio n .c o m ( h ttp :/ /w ww.i m ed ia co nnectio n.c o m ) ; S ta rb uck s U .S . a n d U .K . p ages o n

Face b ook, a cce sse d 1 4 J u ne 2 013; M arg a re t R hodes, “ M ost Cr eativ e P eo ple 2 013: 1 2. L uz M ulle r,” F ast C ompan y , 1 3 M ay 2 013.

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 000000000000000003480# rP 70010124510000000000000000037B D ) . Ca th erin e T o ole ,

“M y 7 D ead ly S in s o f W rit in g f o r S o cia l M ed ia — Am I R ig h t? ” E co nsu lt a n cy b lo g, 1 9 J u ne 2 007, w ww.e co n su lt a n cy.c o m ( h ttp :/ /w ww.e co nsu lt a n cy.c o m ) ;

M uham mad S ale em , “ H ow t o W rit e a S o cia l M ed ia P re ss R ele ase ,” Co pyb lo gger, a cce sse d 1 6 S ep te m ber 2 008, w ww.c o p yb lo gger.c o m

(h ttp :/ /w ww.c o pyb lo gger.c o m ) ; M ela n ie M cB rid e, “ 5 T ip s f o r ( B ette r) S o cia l M ed ia W rit in g,” M ela n ie M cB rid e O nlin e, 1 1 J u ne 2 008, a cce sse d 1 6 S ep te m ber 2 008,

m ela n ie m cb rid e.n et ( h ttp :/ /m ela n ie m cb rid e.n et) .

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 000000000000000003480# rP 70010124510000000000000000037B F) . “ T ip s f o r

Effe ctiv e S o cia l M ed ia W rit in g,” M BO P artn ers, a cce sse d 1 2 F eb ru ary 2 016, w ww.m bop artn ers.c o m ( h ttp :/ /w ww.m bopartn ers.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 0000000000000000034ac# rP 70010124510000000000000000037C1) . R en re n w eb sit e ,

acce sse d 1 1 F eb ru ary 2 016, r e n re n -in c.c o m ( h ttp :/ /re n re n -in c.c o m ) ; J o n R usse ll, “ W hy ‘G oin g G lo bal’ M ake s N o S en se f o r Ch in a’s S o cia l N etw ork s, f o r N ow ,” T he

N ex t W eb , 1 4 M ay 2 012, t h en ex tw eb .c o m ( h ttp :/ /th en ex tw eb .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 0000000000000000034ac# rP 70010124510000000000000000037C3) . Ch arle n e L i,

“ W hy N o O ne U se s t h e Co rp ora te S o cia l N etw ork ,” Har var d Busine ss Review , 7 A pril 2 015, h br.c o m ( h ttp :/ /h br.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 0000000000000000034ac# rP 70010124510000000000000000037C5) . P atr ic k H ong, “ 1 0

Exce p tio nal E xa m ple s o f B ra n d Co mmunit ie s,” M om en to lo gy, 1 5 J a n uary 2 015, w ww.m om en to lo gy.c o m ( h ttp :/ /w ww.m om en to lo gy.c o m ) .

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 0000000000000000034ac# rP 70010124510000000000000000037C7) . T o dd

W asse rm an , “ W hat D riv e s B ra n d S o cia la b ilit y ?” Mashable , 1 2 O cto ber 2 011, m ash able .c o m ( h ttp :/ /m ash ab le .c o m ) .

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 0000000000000000034ac# rP 70010124510000000000000000037C9) . M ic h elle M an afy ,

“S to p A ctin g L ik e a R obot a n d S ta rt S o cia liz in g Y o ur B ra n d,” Inc. , 2 9 J u ne 2 015, w ww.i n c.c o m ( h ttp :/ /w ww.i n c.c o m ) ; M atte l T w it te r a cco unt, a cce sse d 1 2 F eb ru ary

2 016, t w it te r.c o m /m atte l ( h ttp :/ /tw it te r.c o m /m atte l) .

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 0000000000000000034ac# rP 70010124510000000000000000037CB ) . M uhta r K en t,

“ S h akin g T hin gs U p a t Co ca -Co la ,” Har var d Busine ss Review , O cto ber 2 011, 9 4–9 9.

10 ( 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 0000000000000000034ac# rP 70010124510000000000000000037CD ) . E vo lv e 2 4

w eb sit e , a cce sse d 1 0 F eb ru ary 2 016, w ww.e vo lv e 2 4.c o m ( h ttp :/ /w ww.e vo lv e 2 4.c o m ) . /

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 0000000000000000034ac# rP 70010124510000000000000000037CF) . “ T he T o p 2 0

So cia l M ed ia T re n ds in 2 016, A cco rd in g t o t h e E xp erts ,” B it ly , 1 6 D ece m ber 2 015, b lo g.b it ly .c o m ( h ttp :/ /b lo g.b it ly .c o m ) ; H ead Ta lk e r w eb sit e , a cce sse d 1 2

Feb ru ary 2 016, h ea d ta lk er.c o m ( h ttp :/ /h ead ta lk 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 0000000000000000034ac# rP 70010124510000000000000000037D 1) . Ch ris tia n P ie te r

H offm an n, “ H old in g S w ay,” C ommunic ation World , N ove m ber–D ece m ber 2 011, 2 6–2 9; J o sh B ern off, “ S o cia l S tr a te gy f o r E xcit in g ( a n d N ot S o E xcit in g) B ra n ds,”

Mar keting New s , 1 5 M ay 2 009, 1 8; L arry W eb er, Mar keting t o the Social W eb ( H oboke n , N .J .: W ile y, 2 007), 1 2–1 4; D av id M eerm an S co tt , The New R ule s of

Mar keting and PR ( H oboke n , N .J .: W ile y, 2 007), 6 2; P au l G illin , The New Inluenc ers ( S an ger, Ca lif .: Q uill D riv e r B ooks, 2 007), 3 4–3 5; J e re m y W rig h t, Blog

Mar keting: The R ev olutionar y Way t o Incr ease Sale s, Build Your Br and, and Get Ex ceptional R esults ( N ew Y o rk : M cG ra w -H ill, 2 006), 2 63–3 65.

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 0000000000000000034ac# rP 70010124510000000000000000037D 3) . S o nia S im one,

“W hat’s t h e D if fe re n ce B etw een Co nte n t M ark e tin g a n d Co pyw rit in g?” Co pyb lo gger, a cce sse d 4 J u ne 2 012, w ww.c o p yb lo gger.c o m ( h ttp :/ /w ww.c o pyb lo gger.c o m ) .

1 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 0000000000000000034ac# rP 70010124510000000000000000037D 5) . M att R hodes,

“B uild Y o ur O w n Co mmunit y o r G o W here P eo ple A re ? D o B oth ,” F re sh N etw ork s b lo g, 1 2 M ay 2 009, w ww.f r e sh netw ork s.c o m ( h ttp :/ /w ww.f r e sh netw ork s.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 0000000000000000034ac# rP 70010124510000000000000000037D 7) . B ria n S o lis ,

Eng age! ( H oboke n , N .J .: W ile y, 2 010), 1 3.

16 ( 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 0000000000000000034ac# rP 70010124510000000000000000037D 9) . Z ach ary

S n id erm an , “ 5 W ay s t o Cl ean U p Y o ur S o cia l M ed ia I d en tit y ,” Mashable , 7 J u ly 2 010, m ash able .c o m ( h ttp :/ /m ash ab le .c o m ) .

1 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 00000000000000000353f# rP 70010124510000000000000000037D B) . V an essa

P ap pas, “ 5 W ay s t o B uild a L oya l A udie n ce o n Y o uTu be,” Mashable , 1 5 J u ne 2 010, w ww.m ash able .c o m ( h ttp :/ /w ww.m ash ab le .c o m ) .

1 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 00000000000000000353f# rP 70010124510000000000000000037D D) . E ric S iu , “ 1 0

U se r G en era te d Co nte n t Ca mpaig n s T hat A ctu ally W ork e d ,” H ubSp ot b lo g, 1 2 M arc h 2 015, b lo g.h ubsp ot.c o m ( h ttp :/ /b lo g.h ubsp ot.c o m ) .

1 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 00000000000000000353f# rP 70010124510000000000000000037D F) . “ A bout U s,” Y e lp ,

acce sse d 1 0 F eb ru ary 2 016, w ww.y e lp .c o m ( h ttp :/ /w ww.y e lp .c o m ) ; L is a B aro ne, “ K ey n ote Co nve rsa tio n w it h Y e lp Ch ie f O pera tin g O fic e r G eo ff D onake r,”

O uts p oke n M ed ia , 5 O cto ber 2 010, o u ts p oken m ed ia .c o m ( h ttp :/ /o uts p oken m ed ia .c o m ) .

2 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 00000000000000000353f# rP 70010124510000000000000000037E1) . B en B etts a n d

A llis o n A nderso n, “ D ia m ond in t h e R ough ,” TD: T alent Dev elopment , J a n uary 2 016, 3 0–3 4.

21 ( 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 00000000000000000356d# rP 70010124510000000000000000037E3) . A m y

Po rte rie ld , “ 1 0 T o p B usin ess B lo gs a n d W hy T hey A re S u cce ssfu l,” Social Media Ex aminer , 2 5 J a n uary 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 ) .

2 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 00000000000000000356d# rP 70010124510000000000000000037E5) . D eb bie W eil,

“ W hy Y o ur B lo g I s t h e H ub o f S o cia l M ed ia M ark e tin g,” S o cia l M ed ia I n sig h ts b lo g, 1 2 J a n uary 2 010, d eb bie w eil.c o m ( h ttp :/ /d eb bie w eil.c o m ) ; R oss D aw so n, “ A L is t

o f B usin ess A pplic a tio ns f o r B lo ggin g in t h e E nte rp ris e ,” T re n ds in t h e L iv in g N etw ork b lo g, 7 J u ly 2 009, r o ssd aw so n blo g.c o m ( h ttp :/ /ro ssd aw so nblo g.c o m ) ;

F re d rik W ack å, “ S ix T yp es o f B lo gs— A Cl assi ic a tio n,” Co rp ora te B lo ggin g.I n fo w eb sit e , 1 0 A ugu st 2 004, w ww.c o rp ora te b lo ggin g.i n fo

( h ttp :/ /w ww.c o rp ora te b lo ggin g.i n fo ) ; S te p hen B ake r, “ T he I n sid e S to ry o n Co mpan y B lo gs,” Busine ssWeek , 1 4 F eb ru ary 2 006, w ww.b u sin essw eek .c o m

(h ttp :/ /w ww.b usin essw eek .c o m ) ; J e re m y W rig h t, Blog Mar keting ( N ew Y o rk : M cG ra w -H ill, 2 006), 4 5–5 6; P au l Ch an ey, “ B lo gs: B eyo nd t h e H yp e!” R ad ia n t M ark e tin g

G ro up b lo g, 2 6 M ay 2 005, r a d ia n tm ark etin ggro u p.c o m ( h ttp :/ /ra d ia n tm ark etin ggro up.c o m ) . /

23 ( 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 00000000000000000356d# rP 70010124510000000000000000037E7) . S o lis , Eng age! ,

314.

24 ( 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 00000000000000000356d# rP 70010124510000000000000000037E9) . S o lis , Eng age! ,

86.

25 ( 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 00000000000000000356d# rP 70010124510000000000000000037EB ) . T a m ara

W ein berg , The New C ommunit y Rule s: Mar keting on the Social W eb ( S eb asto pol, Ca lif .: O ’R eilly M ed ia , 2 009), 8 9.

26 ( 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 00000000000000000356d# rP 70010124510000000000000000037ED ) . “ IB M S o cia l

Co mputin g G uid elin es,” I B M w eb sit e , a cce sse d 1 0 F eb ru ary 2 016, w ww.i b m .c o m ( h ttp :/ /w ww.i b m .c o m ) .

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 00000000000000000356d# rP 70010124510000000000000000037EF) . J o el F alc o ner,

“ S ix R ule s f o r W rit in g G re at W eb Co nte n t,” B lo g N ew s W atc h , 9 N ove m ber 2 007, a cce sse d 1 4 F eb ru ary 2 008, w ww.b lo gn ew sw atc h .c o m

(h ttp :/ /w ww.b lo gn ew sw atc h .c o m ) .

2 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 000000000000000003607# rP 70010124510000000000000000037F1) . D io n

H in ch clif fe , “ T w it te r o n Y o ur I n tr a n et: 1 7 M ic ro blo ggin g T o ols f o r B usin ess,” Z D Net, 1 J u ne 2 009, w ww.z d net.c o m ( h ttp :/ /w ww.z d net.c o m ) .

2 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 000000000000000003607# rP 70010124510000000000000000037F3) . B . L . O ch m an ,

“W hy T w it te r I s a B ette r B ra n d P la tfo rm T han F ace b ook,” A d A ge , 1 J u ne 2 012, a d age.c o m ( h ttp :/ /ad age.c o m ) .

3 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 000000000000000003607# rP 70010124510000000000000000037F5) . L eo n W id ric h ,

“4 W ay s t o U se T w it te r f o r C u sto m er S erv ic e a n d S u pport,” Social Media Ex aminer , 1 2 A pril 2 012, 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 ) .

3 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 000000000000000003607# rP 70010124510000000000000000037F7) . P au l A ndré,

M ic h ael B ern ste in , a n d K urt L uth er, “ W hat M ake s a G re at T w eet,” Har var d Busine ss Review , M ay 2 012, 3 6–3 7.

32 ( 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 000000000000000003607# rP 70010124510000000000000000037F9) . T o m H ay s a n d

Ja ke P earso n, “ B ash ta g: N YPD T w it te r Ca mpaig n B ack ir e s,” Seattle Time s , 2 3 A pril 2 014, w ww.s e a ttle tim es.c o m ( h ttp :/ /w ww.s e attle tim es.c o m ) .

3 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 000000000000000003607# rP 70010124510000000000000000037FB ) . A ndré e t a l.,

“ W hat M ake s a G re at T w eet.”

3 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 00000000000000000367a# rP 70010124510000000000000000037FD ) . “ Co dex :

G uid elin es,” W ord Pre ss w eb sit e , a cce sse d 1 0 F eb ru ary 2 016, w ord pre ss.o rg ( h ttp :/ /w ord pre ss.o rg ) ; M ic h ael S h an ks, “ W ik i G uid elin es,” T ra u m werk w eb sit e ,

acce sse d 1 8 A ugu st 2 006, m eta m ed ia .s ta n fo rd .e d u/p ro je cts / tr a u m werk /h om e ( h ttp :/ /m eta m ed ia .s ta n fo rd .e d u/p ro je cts / tr a u m werk /h om e) ; J o e M oxle y, M . C.

M org a n , M att B arto n, a n d D onna H an ak, “ F o r T e ach ers N ew t o W ik is ,” W rit in g W ik i, a cce sse d 1 8 A ugu st 2 006, w rit in gw ik i.o rg ( h ttp :/ /w rit in gw ik i.o rg ) ; “ W ik i

G uid elin es,” P si, a cce sse d 1 8 A ugu st 2 006, p si-im .o rg ( h ttp :/ /p si- im .o rg ) .

3 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 00000000000000000367a# rP 70010124510000000000000000037FF) . “ Co dex :

G uid elin es.”

3 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 0000000000000000036a8 # rP 7001012451000000000000000003801) . Co mic -Co n

web sit e , a cce sse d 2 7 F eb ru ary 2 016, w ww.c o m ic co n .o rg ( h ttp :/ /w ww.c o m ic co n.o rg ) ; T o m S p urg eo n, “ W elc o m e t o N erd V ega s: A G uid e t o V is it in g a n d E njo yin g /

Comic -Co n I n te rn atio nal 2 014,” T he Co mic s R ep orte r, 2 5 M ay 2 014, w ww.c o m ic sre p orte r.c o m ( h ttp :/ /w ww.c o m ic sre p orte r.c o m ) ; R eb ecca W in te rs K eega n , “ B oys

W ho L ik e T o ys,” Time , 1 9 A pril 2 007, w ww.t im e.c o m ( h ttp :/ /w ww.t im e.c o m ) .

3 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 0000000000000000036a8 # rP 7001012451000000000000000003803) . J e tB lu e T w it te r

p age, a cce sse d 3 F eb ru ary 2 011, t w it te r.c o m /Je tB lu e ( h ttp :/ /tw it te r.c o m /Je tB lu e) .