Chapter 14 Chapter Overview & Objectives

Chapter Overview

This chapter explores the tools, strategies, and resources for communicating successfully for business through social media channels and through the multimodal channels for wireless communication. Following a brief history of the web and social networking, you’ll be introduced to techniques for navigating social spaces, including strategies for effective blogging and micro-blogging. You’ll also be introduced to strategies for writing and designing mobile messages in a variety of forms.

Learning Objectives

In this chapter, you will learn to do the following:

1. Identify key social media tools, including blogs, micro-blogs, podcasts, social networks, and video- and photo-sharing sites, and consider how to use them effectively.
2. Communicate for business using blogs and social networking platforms, and apply best practices and social media etiquette for business purposes.
3. Identify strategies for user-generated content campaigns.
4. Identify benefits, risks, and challenges associated with social media use in business environments.
5. Identify elements of a social media plan and campaign.
6. Identify privacy issues related to social media use and management.
7. Identify tools for social media measurement.
8. Describe and analyze distinctive features of mobile communications and how mobile information and communications technologies are changing business.
9. Apply best practices for designing and writing messages and optimizing content for mobile devices.
10. Create promotional messages for mobile devices.