BUS 501

BUSINESS COMMUNICATION
TAMANNA MAQSOOD
SESSION 5

THE NEW MEDIA

IN BUSINESS COMMUNICATION
WHAT IS NEW MEDIA?
New media is a catch-all term used for various kinds of electronic
communications that are conceivable due to innovation in computer
technology. In contrast to “old” media, which includes newspapers,
magazines, books, television and other such non-interactive media, new
media is comprised of websites, online video/audio streams, email,
online social platforms, online communities, online forums, blogs,
Internet telephony, Web advertisements, online education and much
more.
EXAMPLES OF NEW MEDIA

 Websites
 Blogs
 Email
 Social media networks
 Music and television streaming services
 Virtual and augmented reality
The digital workplace:
Transform your employee experience!

Think
Share
Do
DEFINE THE DIGITAL WORKPLACE - WHY ADOPT A
DIGITAL WORKPLACE STRATEGY?
If the risks of inaction are not sufficient motivators, the benefits of adopting a digital workplace make a
compelling business case. Consider the gains in:

 Talent attraction: 64% of employees would opt for a lower paying job if they could work away from the
office.
 Employee productivity: organizations with strong online social networks are 7% more productive than those
without.
 Employee satisfaction: organizations that installed social media tools internally found a median 20% increase
in employee satisfaction.
 Employee retention: when employee engagement increases, there is a corresponding increase in employee
retention by up to 87%.
 Communication tools: information workers prefer newer communication tools, particularly instant
messaging, over more traditional ones like e-mail or team workspaces.
TYPES OF BUSINESS COMMUNICATION

THROUGH NEW MEDIA

 Text Messaging
 Instant Messaging
 Social Networking
POSSIBLE ADVANTAGES
Why should an organization have its own official presence on social media?
Reasons include the following:

 Facilitates open communication, leading to enhanced information discovery

and delivery.
 Allows employees to discuss ideas, post news, ask questions and share links.
 Provides an opportunity to widen business contacts.
 Targets a wide audience, making it a useful and effective recruitment tool.
 Improves business reputation and client base with minimal use of advertising.
 Promotes diversity and inclusion
 Expands market research, implements marketing campaigns.
POSSIBLE DISADVANTAGES
Despite the business pluses of these sites and tools, they also create issues of
security and legal liability for employers, and still relatively little case law
exists for organizations to turn to when weighing the risks. Use of social media
at work—by employees for personal use or by the employer as an official tool
—can open up organizations to the following:
 The possibility for hackers to commit fraud and launch spam and virus
attacks.
 The risk of people falling prey to online scams that seem genuine, resulting in
data or identity theft or a compromise of the company's computer security.
 A potential outlet for negative comments from employees about the
organization.
 Legal consequences if employees use these sites to view or distribute
objectionable, illicit or offensive material.
TEXT MESSAGING
 TEXT MESSAGING

 B4 (before)
 U (you)
 Gr8 (great)
 CU (see you)
 FBM (find by me)
 TC (Take care)
 BTW (by the way)
 NP (no problem)
 HRY (how are you)
 TYT (take your time)
 EMOTICONS

 :) standard smiley
 ;) winking smile
 :-0 yell
 :-! Foot in mouth
 :-( sad
 (((H))) hugs
INSTANT MESSAGING
Instant messaging (IM), form of text-based communication
in which two persons participate in a single conversation
over their computers or mobile devices within an Internet-
based chatroom. ... The software establishes a direct
connection between users so they can talk to each other
synchronously, in real time.
SOCIAL NETWORKING
Social networking is the use of internet-based social media
platforms to stay connected with friends, family, or peers. The
most popular social networking sites in the U.S. include
Facebook, Instagram, and Twitter. Marketers use social
networking for increasing brand recognition and encouraging
brand loyalty.
 3 PRIMARY STRATEGIES
FOR SOCIAL MEDIA COMMUNICATION

 Broadcasting
 Interaction
 Engagement
REASONS WHY COMPANIES
USE SOCIAL MEDIA

 for attracting employees

 for communicating with customers
 as a marketing tool
 for building a community
WHY SOCIAL MEDIA WRITING MATTERS?
WHY YOUR SOCIAL MEDIA TEAM
NEEDS BUSINESS WRITING SKILLS
Here are some ways your professional social media
team can develop their writing skills:

 First, thoroughly research the company’s products or services as well as

markets so you can correlate the two in your writing.
 Next, research to understand the demographics of potential readers to
help you prepare pertinent information and presentation.
 Use short paragraphs and short sentences, and keep the language clear and
concise. In Thomas Jefferson’s words: “The most valuable of all talents is
that of never using two words when one will do.”
 Hook the readers’ interest from the start by front-loading paragraphs and
sentences; i.e., give the most important information first.
 Remember, your readers are impatient and if you bury important information
in the body of the text, you risk their giving up before reaching it.
 Avoid using jargon and technical terms that not all readers may understand.
 Use simple vocabulary and write for the least educated, not the most.
 Use meaningful and attractive graphics, photos, videos, and hypertext links;
these make your writing authentic, dynamic, and credible. You will also win
their appreciation for providing further relevant and useful information on
your site, which leads to more likes and shares helping you reach a larger
audience.
 Make web page visually attractive and more scannable by using bulleted lists,
highlighting key words, and using clear sub-headings. Bear in mind the busy
reader needs information that is readable by being simple and clear both to the
mind and the eye. Research has shown that retention is better when information
is broken down, bulleted, or highlighted than when presented in one dense
paragraph. Understand that white space is breathing space on your page and
works the way pauses do when you speak.
 Choose active voice where you use a simple “who did what” pattern that is
clearer and more easily digested. Apart from being dynamic, direct, and
concise, it is also less ambiguous by placing the responsibility of the action
on the actor.

 Check the readability index on word under Tools and grammar options to
check the length of your paragraphs, sentences, and words as well as the
percentage of passive voice used; as a rule of thumb, the lesser the better.
 Learn how to post your content appropriately to different cultures and how
to use buzz words. For this, web writers should be proficient in using SEO
(search engine optimization).

 Consider having an editorial policy to ensure consistency among the writing

team, to record all posts and to maintain standards as well as credibility.
 Finally, don’t forget the WIIFM or the “what’s in it for me” factor; make
sure you create a buy-in for the reader by showing the relevance and
benefit of what you are saying to them. Start by asking yourself why a
reader should read your posts and how it helps them achieve their goals.

 The benefits of web writing skills are indisputable. The right content
creates loyal readers and customers who also become promoters of your
business, and word of mouth from loyal customers is the best marketing
strategy of all.
THANK YOU