Chapter 7- Digital Media

Question 1

What are the major digital media formats used for business messages?

Answer 1

Email
Messaging- SMS, WhatsApp
Podcasting
Social Networks
Online Video

Question 2

What are the nine compositional modes used in digital media

Answer 2

1. Conversational tone- Messaging best captures this tone. However, the conversational tone is not suitable for large volumes of information. Use when answering questions or such.
2. Comments and critiques- Use digital media to give short, useful information in feedback- not rude comments, insults or jokes
3. Orientations- producing a message that gives assistance to/guide consumers on where to find main points/highlights (Like where to find the main point under the benefits of exercise article). Must be knowledgeable to guide.
4. Summaries- Include summaries before when writing articles (to give readers main idea without too much detail) and after article (to serve as a review)
5. Reference Material- Present sources to the info in a way that can be easily seen. The search feature is good, but you cannot predict what the person may type in. So outline you can use, for example, the title of original source with the link embedded in it - like the EGW link( you can click the title and it takes you to the site) and place it in an easily seen place in an organized way.
6. Narratives- Form of writing that draws interest using drama. These work best with an interesting start, quick movement through challenges, inspiring/instructive endings that can be applied to readers’ lives. Eg. Like stories told on LinkedIn
   Supplement narrative with facts and figures to be convincing and inspiring action
7. Teasers- Intentionally withhold info. Widely used in marketing and sales like “click on this link for a gift”. Ensure the payoff( end site of the teaser link) is legit else you will lose credibility.
8. Status updates and announcements- Only post info that is useful to readers
9. Tutorials- Sharing “how-to” messages/videos. Being a reliable expert builds customer loyalty and the value of the company.

Question 3

What 4 situations where you would want to use Printed Media over Digital ones?

Answer 3

1. When you want to make a formal impression- Congratulations, condolences
2. When you are legally required to provide information in print
   form- eg. notifying SLB of a change in my graduation date
3. When you want to stand out from the flood of digital messages
4. When you need a permanent, unchangeable, or secure record- digital media can be corrupted by viruses etc., hacked into, lost, privacy may also be violated. You can’t do that to printed work- it is basically permanent- cannot be erased from the material (in most cases)you cant change it without being obvious, and you cannot hack into it.

Question 4

What are 6 ways to optimize content for mobile devices? (The aim is to engage the customers).

Answer 4

1. Location-Based Services- From wherever you are you can connect to physical locations(retail stores and other locations).
   Eg. retail stores- Like ordering from Fontana online- they have provided a way for us to access what they have on-site).
2. Gamification- The addition of game playing aspects to apps and web services increase engagement-
3. Augmented Reality- Superimposing data on live camera images can enrich experiences for consumers and supply useful information to business users (like google maps ar system).
4. Wearable technology- Smartwatches, virtual-reality goggles pushes the radical connectivity of mobile to the next level.
   In other words, the whole idea of having technology that you can move with (hence mobile) is going to another level. (If it’s more convenient than phones more customers may be likely to use it and will be able to connect more with businesses
5. Mobile Blogging- Company workers can use this for on the go blogs, live trade shows, conventions- basically can show what’s going on in the company while on the go.
6. Cloud-Based Services-Mobile communication is ideal for cloud-based services— these technologies give resources that help mobile communication

Question 5

What is the role of email in business communication

Answer 5

Used to send short -medium-sized messages. Its speed and efficiency replaced the need for printed and fax messages.

Question 6

What are 4 advantages of email?

Answer 6

1. Universal- everyone can use it all over the world as long as u have an email address
2. Accommodates longer messages
3. Private- generally kept private- info kept from outside parties use from outside parties
4. Scheduling- you can continuously work on emails according to your own time, readers can read it at any time

Question 7

What are the 4 disadvantages of Email?

Answer 7

1. Spam- unrequested bulk mail
2. Computer Viruses- emails can be corrupted and when opened can expose computers to viruses. Emails can be posed as something important or from someone important. Don’t open emails from unknown sources
3. Phishing- Scam emails- pretend to be legitimate organizations to trick you into giving info like credit card numbers, passwords
4. Low-Value messages- any type of message can be sent, even unimportant ones

Question 8

How do you implement the planning step for writing emails in a business context?

Answer 8

• Ensure the email has a valid, business-related purpose- prevents email overload to the reader
• Analyse situation, gather necessary info for your readers, organize message- helps prevent follow up messages and waste of time

-Be aware of company policies RE using the company email and the content of the email you send- restrictions against sending a personal email, confidential info.
This helps you decide if you should include certain info in an email, and if someone should be a recipient.

Question 9

How do we apply the writing step to emails in a business context?

Answer 9

• Business emails are more formal, to be of higher quality/ well structured, well written- grammar, wording, tone, understandability, flow
• Make the subject line informative but compelling. Also, make the first few words of the email compelling. Think of it as the continuation of the subject line.

Question 10

How to apply the completing step in writing emails in a business context?

Answer 10

• Reread info- check for grammatical errors, misinformation in email, ensure correct recipient email, good subject line etc.
• Be aware of email mechanics like “cc” and “Bcc”, “reply” and “reply all”, know how to appropriately use them before you click “send”.

Question 11

What are the advantages and disadvantages of business messaging systems?

Answer 11

Adv-

1. Mimics voice conversation
2. Can choose participants
3. Less overload and security problems

Dis-

1. Can be annoyingly slow-depends on the person’s response time
2. System may vary widely in security and Privacy
3. Increase risk of misinterpretation

Question 12

How to be succeful in messaging?

Answer 12

Adapt Three-Step Writing Process-
Planning IM
Writing IM
Completing IM

Question 13

Give 4 tips to send efficient and effective messaging

Answer 13

• Be thoughtful and courteous
• Don’t send confidential info: easy to get out if you send via messaging
• Use short simple messages
• Focus on One conversation

Question 14

What are some things you generally want to see on website?

Answer 14

Content
Attractiveness
Professionalism
Currency

Question 15

What are some opportunities and challenges in organizing Website content?

Answer 15

Opportunities

• Pros of versatility: there is much info to choose from to give variety
  1. Multiple Purposes
  2. Multiple Audiences: more content to suit more categories of people

Challenges

• Cons of versatility
  1. Difficult Planning
  2. Difficult organization

Question 16

What is Information Architecture?

Answer 16

The refers to the content structure, labeling and navigation flow of the parts of a website.

Question 17

Complete the following. Information architecture is a three-dimensional outline of the site showing:

Answer 17

1. Vertical hierarchy of pages from homepage down to the lower level
2. Horizontal divisions of pages across various sections
3. Links that tie all pages together, both internally(between pages on site) and externally( between site and other websites)

Question 18

What is a recent trend in websites?

Answer 18

One-page sites

Question 19

State 3 tips for organizing websites

Answer 19

1. Be Consistent with Labels
2. Ensure Easy Return to Top Level of Site​
3. Give Search Options – Key Terms, Paths, Etc. When you start to type in a term, some sites promptly narrow down the information and present them in an order(the whole point of the organization is so that information can be easily found)

Question 20

What are 4 some tips for drafting website content?

Answer 20

• Build trust through accurate, current, complete, and authoritative content
• Break down information into small understandable chunks of information
• Use inverted pyramid style: cover main points first, then gradually add details: reader can get the main concept, and can opt/not to look at the details
• Present info in a concise, skimmable format- using headings, colors and helpful summaries

Question 21

What is podcasting?

Answer 21

The process of recording audio or video files and distributing them online

Question 22

What are some business uses of podcasting?

Answer 22

Training- employees, students, anyone

Marketing- demonstrations, functionality of products

Selling- can give information to sales reps. that can help them make sales

Recruiting- Hr can make podcasts for potential employees

Question 23

How do you adapt the three-step writing process to podcasts?

Answer 23

Plan- Have purpose, Analyze situation, gather info on topics you want to cover, organize material

Write- Have clear start, middle and end; have outline as guide (don’t make a verbatim script unless you need to quote something), write and organize info in advance

Complete- Revise and edit, record, distribute