4. Use more powerful speech
6. Signposts and enumeration
H. Improving Interpersonal Communication in Leadership
III. Managing Social Networking
A. Organizations Seeking IT and Social Media
Case Study
From the text: Case 3.2 Johnson and Johnson Want More of the Social Media Pie
The Johnson and Johnson company are using social media like Facebook and YouTube. They also are
inviting mothers testify to their products and targeting online users with mommy blogg who seem
excited about the J&J lineup of products these moms enthusiastically use for their kids.
Like Johnson and Johnson, other corporations are beginning to realize the power of social media
activities. What better sources than actual users to provide realism and unbiased and truthful opinions about
a product? After all, if the users are happy, the company is, too. The messages are customized and
influential.
So does this mean that the folks at Johnson and Johnson recognize a good thing when they see it (as far as
marketing goes), or do they want more exposure in the social arena? Or both?
Food for thought: is Johnson and Johnson doing a good thing? Do you see any value in offering
this type of incentive for the users? Or, is all the benefit for the company only? From Business
Communication Headline News, in a report from March 3, 2009.
Class Exercises
1. Objective: To help students understand the link between perceptions, actions, and
consequences in communication theory.
Time: 35 minutes
Directions: Ask students to write about an experience they had when someone judged them
too quickly.
a. Why might the person have made this attribution?
b. Was this attribution negative in some way?
Now have students write down a current situation in which they may be making a
negative interpersonal attribution of someone else.
c. Why have they made this attribution?
d. Why might they be wrong in their initial impression?
Now have the students tear up the piece of paper. This act is a physical reminder of the
2. Objective: How does it end? Reinforce the idea of impression formation in everyday
living. (Worksheet available)
Time: 30 minutes
Directions: For each scenario, ask students to guess how they think the situation will end. Do
not tell them before the activity why they are doing this. Afterwards, discuss the idea of
positive and negative impression formation and how their answers may indicate premature
impression formation.
a. Susan is a responsible person who studies hard at her university. She is a
sophomore who to this point has made a 4.0 GPA. She believes that she gets