978-0134562186 Chapter 8 Solution Manual

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8: Social Media 8-1

TEST YOUR KNOWLEDGE

8.1. Straighorward, informative headlines are usually better for social media than headlines with

Information technology

8.3. A hub is a web presence that you own and control, such as a conventional website, a blog,

8.4. Content curation is the practice of collecting and republishing information on a particular topic

8.5. Blogs can assist in word-of-mouth (“viral”) marketing because bloggers and microbloggers often

technology

8.6. A blog needs to have a sustainable purpose so that it can attract and keep readers over time. A

[LO-4] AACSB: Information technology (See MyBCommLab for additional insights)

8.7. Twitter users can crowdsource research by posing questions to their followers, who can respond

8.8. Twitter hashtags make it easy to 5nd tweets of interest. One can simply click on a hashtag that

appears in a tweet, and the service will show all past tweets that include that hashtag. Another

8.9. Abandoning traditional notions of ownership is essential when writing for wikis, because the

APPLY YOUR KNOWLEDGE

8.10. No, a company cannot expect to stay in control of its messages even if it stays o! social media. It

can certainly control how it transmits those messages, of course; but if it isn’t engaged with

8.11. One of the stated purposes of business social networks such as LinkedIn is using the network for

understanding and reasoning (See MyBCommLab for additional insights)

8.12. A writer is able to use a personal, intimate style of writing and still adhere to the conventions of

grammar, spelling, and mechanics. Readers often have only a blogger’s writing to determine his

oral communication

8: Social Media 8-2

8.13. The president of a hiking equipment company could use Twitter in multiple ways without being

overtly promotional. Some examples: sharing hiking safety tips, sharing ideas for great hikes,

technology (See MyBCommLab for additional insights)

8.14. Switching a blog to Twitter to accommodate mobile users wouldn’t be a wise move because

AACSB: Information technology (See MyBCommLab for additional insights)

PRACTICE YOUR SKILLS

8.15. Message 8.A

The post is written in a tone that is unprofessional and excessively negative. The author loses additional

credibility by admitting that he or she has based the entire post on a very limited amount of information.

The purpose of the post is unclear. It sounds like the only purpose is to allow the author

The author’s drastic claims are not supported with adequate evidence. A “10-second

glimpse” of the prototype would have provided only a limited understanding of its

The final paragraph establishes an adversarial relationship with the audience, casting the entire

post as a tirade based on their failure to take the author’s warnings seriously.

Here is one possible revision:

Impressive prototype from Motoman

I visited the Sikorsky plant in Stratford yesterday to check the status of the assembly line retrofit we

[LO-4] AACSB: Written and oral communication

8.16. Message 8.B

This wiki article is a good example of material that suffers from a lack of the “you” attitude. Here is one

possible revision:

Experience tells us that adult language learners are most likely to succeed when three conditions are

met. First, learning must take place within a safe, mutually respectful relationship. Our clients have

8: Social Media 8-3

subject matter is relevant to their everyday concerns and interests, learners are more likely to grasp

[LO-6] AACSB: Written and oral communication

8.17. Message 8.C

Students should ask these questions when evaluating a wiki:

Students should also realize that if they don’t agree with published content and plan to revise it, they can

[LO-6] AACSB: Written and oral communication

8.18. Student answers will vary. Encourage students to dig for the sort of breaking news that a real

communication

8.19. Students should realize that as representatives of a company that o!ers products in this market

segment, they would definitely have an ethical obligation to disclose their aJliation. As far as a

[LO-2] AACSB: written and oral communication

8.20. Here is an example of a revised post:

We’ve been unable to get our hands on enough high-grade chromium steel to meet our production

schedule, so we aren’t going to meet the June 1 commitment to ship 100 operating tables to

Southeast Surgical Supply. This morning we learned that we’ll be able to make only 30 tables.

The fact that we won’t be able to keep our promise to a valued customer is obviously

embarrassing and bad for business. However, it is also aggravating for all of us involved because

8: Social Media 8-4

[LO-4] AACSB: Written and oral communication

8.21. Student answers will vary depending on the companies and issues chosen. Look for a clear

8.22. Students’ responses will vary, but the updates should be concise, easy to read, and contain a link

[LO-5] AACSB: Written and oral communication

8.23. Students’ responses will vary; here is an example (based on this product:

www.lagunatools.com/bandsaws/1412-Bandsaw):

The new Laguna 14/Twelve bandsaw brings industrial-grade performance and high-end design to

small shops (1/3)

[LO-5] AACSB: Written and oral communication

CASE SOLUTIONS

Here are sample solutions for this chapter’s cases.

8.24. Media Skills: Social Networking; Media Skills: Microblogging

Note: The character limitations on Twitter are a great opportunity to force clarity and conciseness.

Use the free tools provided by Foursquare to attract new customers and keep your best ones coming back.

(1/4) [URL]

[LO-2] [LO-5] AACSB: Written and oral communication

8.25. Media Skills: Social Networking; Online Etique+e

Note: Controlling the urge to harshly criticize these employees is vital. Students’ posts should be positive,

informative about possible negative consequences to the company, and helpful in offering guidance.

[Post title] Essential Business Netiquette

The Internet has revolutionized business communication. Now social media sites allow people to discuss

However, the speed and ease of online interaction has brought with it a decline in etiquette.

‘Conversational and personalized’ communication often crosses the boundaries of professionalism. At

8: Social Media 8-5

1. Avoid personal attacks.

The anonymous nature of online interactions often removes social inhibitions. Many people use foul

PR guidelines inform employees about the official stand on important issues. We should refer to these

3. Ensure authenticity of information.

4. Respect people’s virtual space.

While a person might appear online on the IM late at night, it’s presumptuous to message them about

5. Do not assume privacy.

All emails, instant messages, blog posts and tweets are stored forever. They could be seen by anyone—a

6. Maintain email etiquette.

Even in an informal email, we should ensure the writing remains grammatically correct, relevant, and

[LO-2] AACSB: Interpersonal relations and teamwork

8.26. Media Skills: Social Networking

Note: While the message is intended to guard against future embarrassment or negative employment

consequences, the receiver may see this effort as intrusive. The goal should be constructive advice

conveyed with respect. The example message below begins with complimentary comments on writing

ability and then moves swiftly into problem areas, helping the receiver become more open to the

feedback.

To: janet_markell@wayne.edu

Subject: My review of your online presence

Hi Janet,

I’ve completed my review of your online presence, including a general search engine inquiry and a look

at your Facebook account, blog, tweets, and photographs. While evaluating your presence, I focused on

asking myself how I would react if I were in the process of hiring you.

Your online writing is impressive. I like your blog, especially the section with links to your published and

award-winning work.

I suggest you reconsider the following:

8: Social Media 8-6

You have tweeted details from drinking binges and parties. I suggest going through your tweet

history and deleting all such messages. The Library of Congress will still have them on 5le, but

Please let me know if I can answer any questions about my feedback.

Regards,

Lisa

[LO-2] AACSB: Reflective thinking

8.27. Media Skills: Blogging; Compositional Modes: Tutorials

Note: In posting to their blogs, students should focus on exciting and tangible details to garner

enthusiasm for the program. While it may seem obvious that most consider travel abroad exciting,

students should remember to include practical details to make the experience more imaginable. The

author’s voice should convey upbeat and enticing information. A possible example is below.

[Post title] Study Abroad Opportunities for Students at Miami University

“Imagine studying marine biology in the “living laboratory” of the Galapagos Islands, while staying with

a local family in a small village in Ecuador! The learning curve was tremendous, and I received insights

into the subject that would have been impossible while sitting in a classroom in Miami. I swam with sea

Our University also encourages students to study abroad by providing a variety of foreign workshops,

exchange programs, and scholarships. Study programs sponsored by other U.S. universities and study

abroad providers are also accepted. Credits from these programs can easily be transferred to Miami

Typically, students start making their study abroad plans at least two semesters in advance. The first

person to approach when planning your program is the academic advisor, who can help you decide on the

best time to study abroad, and arrange your academic plan around a study abroad experience.

Step 1: Research the study abroad programs available by:

Browsing the materials in the Study Abroad Resource Center, 225 MacMillan

Study abroad advisors and financial aid counselors are a great resource for students who plan to go

abroad.

8: Social Media 8-7

Step 2: Get all the paperwork in place:

Transcripts can be requested from the OJce of the Registrar in the CAB Building.

Step 3: Visit your academic adviser to discuss the program courses and request approval of the Transfer

Step 4: There is a Consortium Agreement for transferring financial aid to your study abroad program.

Step 5: You can use our university orientation facilities to prepare for a successful study program abroad.

[LO-4] AACSB: Written and oral communication

8.28. Media Skills: Blogging

Note: Students should write this post in a way that accommodates the audience’s need for concise

information and a recommendation. Some audience members might be skeptical about the magnitude of

[Post title] What’s Up with Comic-Con?

I’ve received a lot of email recently about whether or not I would recommend fans to attend Comic-Con,

the international pop culture convention of massive proportions coming up this July in San Diego,

We’re not talking about some glorified comic book sale here. Comic-Con is in its thirty-eighth year, and

organizers expect more than 100,000 participants (which, according to the Comic-Con site, is “the largest

number of attendees of any convention in the country”). Everything pop culture—from classics to the

[LO-4] AACSB: Written and oral communication

8.29. Media Skills: Blogging; Compositional Modes: Tutorials; Mobile Skills

Note: Students can use the Tumblr Help facility and other online sources to get information needed for

this post.

[Post title] Getting Started on One of the World’s Fastest-Growing Blogging/Social Networking Platforms

8: Social Media 8-8

Tumblr o!ers a unique combination of blogging, content curation, and social networking, all wrapped up

in a service that is easy to use. These helpful articles from The Daily Dot and Mashable o!er the

following tips on geDng started:

1. Choose a unique user name. Note that this is one part of geDng started that might not be so

2. Complete the signup process. All you need is your new username, an email address, and a

3. Tell Tumblr what you’re interested in. A0er you initiate your account, Tumblr will ask you to

4. Get familiar with the Tumblr dashboard. The dashboard is where the action happens. Click any of

5. Customize your Tumblr to your own tastes. Tumblr o!ers lots of ways to customize, including

6. Decide how you want to use Tumblr and get busy doing it. How you use Tumblr is up to you. You

can be a content consumer, a content creator, a content curator, and any combination of the

7. Move on to more advanced capabilities when you’re ready. For example, you can invite other

users to post material on your blog, tag your posts to make them easier for people to 5nd, take

[LO-4] AACSB: written and oral communication

8.30. Media Skills: Blogging

Note: Students should find this an enlightening and potentially life-changing exercise! (Parts of this

sample blog post are adapted from material in the authors’ Business in Action, 7th Edition.)

[Post title] Staying Out of the Credit Card Black Hole

Every college student needs to be aware of the dangers of credit card debt. Far too many students dig

Don’t assume that you can easily pay off those balances when you start working full time, either. Many

graduates entering the workforce are disappointed to find themselves bringing home less and paying out

8: Social Media 8-9

Paying off those credit card balances isn’t the only problem you’ll face, either. If you carry a lot of credit

card debt or, worse yet, fall behind in your payments, you will drive down your credit score. In addition to

The first step is to face reality. Add up how far you are in debt and figure out how much that debt is

costing you in interest, late fees, and over-limit fees. Don’t be in the vast majority of college students,

control.

[LO-4] AACSB: Written and oral communication

8.31. Media Skills: Microblogging; Compositional Modes: Summaries

Note: This post challenges students to distill a larger piece down to its essential points. Here is an

example using the following article:

http://www.workforce.com/articles/20162-signals-jason-fried-dishes-on-controlling-remote-workers.

Great interview with Jason Fried of 37signals on managing a global, telecommuting workforce [URL]

(1/4)

“When you limit yourself to hiring just people who live nearby, you’re limiting your ability to hire the

best in the world.” (2/4)

[LO-1] [LO-5] AACSB: Written and oral communication

8.32. Media Skills: Microblogging; Compositional Modes: Teasers

Note: This exercise gives students an opportunity to pass along tips regarding the more exciting elements

of the job hunt. They should inject a lighthearted, helpful approach to an often challenging task.

[LO-5] AACSB: Written and oral communication

8.33. Media Skills: Microblogging; Compositional Modes: Updates and Announcements

Note: Students should appeal to consumers’ desire to get great deals on travel and convey a sense of

[LO-5] AACSB: Written and oral communication

8.34. Media Skills: Wiki Writing; Evaluating the Work of Other Writers

Note: Wikipedia has many articles flagged with issues, from missing citations to disputed information. In

addition, students can browse articles to find one that needs improvement, even if it hasn’t been flagged.

For example, the brief section on health and environmental concerns about nanotechnology lacks a

8: Social Media 8-10

coherent focus and clear structure (as of August 2013). Anyone reviewing this article might note concerns

such as the following:

The “Health and environmental concerns” section of the Wikipedia article on nanotechnology suffers

from several shortcomings:

It lacks an overview that would help readers get perspective on the question of health and

The four paragraphs are a hodge-podge of examples, with no structure or context. It also lacks

Both carbon nanotubes and nanofibers are separately described as being as harmful to the lungs

as asbestos. Is one more dangerous than the other? Or, given that nanoparticles are also

Nothing is said about any steps being taken to mitigate the risks that are mentioned.

The section lacks any kind of summary or conclusion. It’s just four scary-sounding examples,

Source: http://en.wikipedia.org/wiki/Nanotechnology#Health_and_environmental_concerns, accessed 20

August 2013.

[LO-6] AACSB: Written and oral communication

ASSISTED GRADING QUESTIONS (accessed on MyBCommLab)

8.35. “Viral marketing” is a misleading term because real, biological viruses are spread unwillingly and

and oral communication

8.36. A personal style of writing on blogs and other social media channels helps build stronger

relationships with audiences by presenting a more authentic voice. People are more inclined to