Students can learn about social media and electronic communication in this presentation. Be sure to download the accompanying script at http://www.slideshare.net/Bovee/script-for-teaching-social-media-and-electronic-communicationclassroom-edition. http://www.scoop.it/t/business-communication-2-0-social-media-and-electronic-communication/p/952303710/teaching-social-media-and-electronic-communication-instructor-edition-by-bovee-thill

1. Social Media and
Electronic Communication

2. • What's the difference between social media and electronic
media?
• How is social media changing how we communicate?
• How, specifically, might a new business use social media?
• What additional resources are recommended for learning more
about social media and electronic communication?
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3. Electronic communication is any communication done electronically.
All social media are part of electronic communication, but not all
electronic communication is social media.
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4. What is social media?
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5. Social media are electronic media that transform passive
audiences into active participants in the communication process
by allowing them to share content, revise content, respond to
content, or contribute new content.
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6. In short, social media is a conversation
supported by online tools.
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7. Tools such as these:
Facebook
YouTube
Twitter
LinkedIn
Flickr
Digg
Delicious
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8. Facebook, a social networking site, is the #1 website
worldwide with more page views than Google
33% of Facebook users are fans of brands – the #1 reason:
To get special offers and promotions.
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9. On YouTube, the average user spends 15
minutes a day on the site.
More video is uploaded to YouTube in 60 days than
all 3 major U.S. networks created in 60 years.
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10. A recent survey suggested that video company profiles on
YouTube have more measurable impact than company profiles
on Facebook, LinkedIn, and other prominent sites.
10

11. Microblogs
• research • tips on product usage
• collaboration • information from experts
• company updates • backchannel in meetings and presentations
• coupons and notice of sales • customer service with individuals
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12. Social network and blogging sites are now the 4th most
popular activity online, even ahead of personal e-mail.
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13. 75% of Americans and 66% of the global Internet
population visit social networks.
Americans Global Internet Population
25%
Don’t 34%
Visit Don’t
Visit
66%
75%
Visit
Visit
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14. 93% of Americans believe that a company should
have a presence on social media sites.
85% believe that these companies should use
these services to interact with consumers.
Presence on Social Media Sites Use SM to Interact with Consumers
7%
No 15%
No
93% 85%
Yes Yes
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15. Social media is not a fad.
It’s a fundamental shift in the way all of us communicate.
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16. The old communication model was a monologue.
“We talk. You listen.”
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17. The average person is exposed to an average of
3,000 advertising messages a day.
But consumers aren’t listening anymore.
Interruptive marketing has seen its day.
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18. The new communication model is a dialogue.
It should be
transparent, authentic, vibrant, and
consumer-driven.
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19. In a social media environment, effective communication is no
longer about broadcasting a tightly controlled message but
rather about initiating conversations and participating in
conversations started by customers and other stakeholders.
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20. This year Millenials/Gen Y-ers now outnumber Baby Boomers.
20

21. Millenials spend 16 hours a week online.
96% have joined a social network.
They have an average of 53 online friends.
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22. 70% of them trust recommendations of
consumers they don’t know.
90% of them trust recommendations by people they do know.
Consumers Not Known Consumers Known
10%
30% Don’t
Don’t Trust
Trust
70% 90%
Trust Trust
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23. In short, they don’t care about ads or sales presentations.
They care about what their friends think.
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24. Millenials/Gen Y-ers also expect to be
able to use social media on the job.
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25. Artisan Flavors Ice Cream Shop, a recently opened and independently
owned ice cream store with the ice cream made on the premises.
• Videos (YouTube, Vimeo) • Photos (Flickr)
• Podcasts (iTunes) • Conversations (Twitter, Facebook)
• Press Releases (PRNewswire) • Blogs (WordPress, Blogger)
• Maps (Google) • Yelp (Reviews)
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26. • Presentations (Slideshare) • Collaboration (Wikspaces)
• Livecasting (Ustream.tv) • SMS/Voice/Video (Yahoo Messenger, Skype)
• Customer Service (Crowdsound) • Events (Zvents)
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27. But not only is the communication model
changing, what students are learning in a typical
business communication course is changing, too.
27

28. Memos and letters still have a role, to be sure, but
they are being replaced in many instances by a
growing variety of electronic media.
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29. These disruptive forces never stop, either. Some first-generation
electronic media are already being supplanted by new social
media tools. For example, in many instances
microblogs, blogs, newsfeeds, and social networking sites are
replacing e-mail.
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30. There are two fallacies about social media
and electronic communication.
30

31. Fallacy #1: Instant messaging (IM), blogs, social
networks, microblogs, wikis, and other new
media are social toys, not business tools.
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32. A year or two ago, one might have asked, “Who is using these
new media?” Today, the question is more like, “Who isn’t?”
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33. But large companies aren’t the only ones using social media.
Thousands of small companies are using social media, too.
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34. Fallacy #2: Students already know how to use all these new
media, so instructors don’t need to cover them in class.
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35. Most students may know how to use these media, but
only those with significant work experience are likely to
know how to use them in a professional context. Students
need to get practical advice on using all of these media in
ways that meet the expectations of the employers.
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36. Emphasizing the tools students will be expected to
use on the job is critical, but even that is only part of the
story. Even more important than the tools themselves
is the profound shift that these tools have
enabled, which students need to learn.
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37. Businesses that stick with the old “we talk, you listen” mode of
unilateral communication increasingly find that nobody is willing
to listen anymore. Therefore, to succeed in this new business
environment, business communicators must approach their
tasks with a new mindset, in addition to these new tools.
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38. Echoing the shift from the Web’s 1.0’s unidirectional
model to Web 2.0’s interactive, conversational model, we
call this new approach Business Communication 2.0.
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39. The Eight Compositional Modes of Social Media
• Conversations • Narratives
• Comments and critiques • Teasers
• Orientations • Status updates and announcements
• Summaries • Tutorials
• Reference materials
39

40. For a rich array of resources for teaching social media and
electronic communication, go to Business Communication
Headline News, look under “Categories” in the left-hand
column, and select the topics in which you’re interested.
www.businesscommunicationheadlinenews.com
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41. For videos, PowerPoint
presentations, PDFs, podcasts, and articles, many dealing
with social media and electronic communication, go to
Real-Time Updates:
http://real-timeupdates.com.
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