Unit 5: Digital Communication and Personality Making

Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

1.0 Social Media: Through online communities and networks, social media are interactive
tools that make it easier to create and share ideas, content, hobbies, and other kinds of
expression. The term "social media" describes contemporary media that encourages
dynamic collaboration. There are certain characteristics that all stand-alone and integrated
social media platforms have in common, regardless of their diversity:
• Social media are Web 2.0 applications that are interactive.
• Social media is powered by user-generated content, which includes text postings
and comments, digital images and videos, and data from all online interactions.
• For the website or app, users build service-specific profiles that are managed and
developed by the social media company.
• Social media facilitates the growth of online social networks by allowing users to
connect their profiles with those of other people or organisations. (followers or
group)

When referring to media, the word "social" implies that these platforms are user-
focused and facilitate group interaction. Social media can therefore be seen as online
human network facilitators or enhancers—webs of people who improve social
interaction. With over 100 million registered users, some of the most well-known social
media platforms are WeChat, ShareChat, Instagram, QZone, Weibo, VK, Tumblr,
Baidu Tieba, LinkedIn, Twitter, Facebook and its related Messenger app. Other well-
known websites that are occasionally considered to as social media services include
Reddit, TikTok, Microsoft Teams, YouTube, QQ, Quora, Telegram, WhatsApp, Signal,
LINE, Snapchat, Pinterest, Viber and more, depending on how they are interpreted.
Collaboration is seen in the generation of material through wikis. Marketing and social
media experts agree that social media includes following thirteen types.

Type Example
1. Blogs Huff Post, Boing Boing
2. Business Networks LinkedIn, XING
3. Collaborative Projects Mozilla
4. Enterprise Social Networks Yammer, Social Cast
5. Forums Gaia Online, IGN
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
6. Microblogs Twitter, Tumblr
7. Photo Sharing Flickr, Photobucket
8. Product / Services Review Amazon, Flipkart, Upwork
9. Social Bookmarking Delicious, Pinterest
10. Social Gaming Mafia Wars, World of Warcraft
11. Social Network Sites Facebook, Google+
12. Video Sharing You Tube, Vimeo
13. Virtual Worlds Second Life, Twinity

The term "mobile social media" describes the usage of social media on portable
electronics like tablets and smartphones. Because user-generated content may help
businesses with marketing research, communication, and relationship development,
mobile social media are helpful uses of mobile marketing. Mobile social media is
distinct from other forms of social media because it takes into account the user's present
location (location-sensitivity) and the interval in the exchange of messages.

Social media encourages users to showcase content to improve a specific business or

product and to exchange content with others. People can express their creativity and
offer thought-provoking content with their friends and followers via social media. Users
can share specific political or sports material on some social media platforms, like
Facebook, Instagram, and Twitter. A large number of reporters and journalists cover
political and sports news and provide updates. It can genuinely provide consumers with
the relevant and essential information they need to keep current on news items and
topics. There is a drawback to it, though. It is recommended that users use caution when
utilising social media sites.

Four categories of mobile social networking applications can be distinguished which

are as under:

• Space timers (Time- and location-sensitive messaging): exchanged between

parties that are primarily focused on one particular location at one particular
moment (e.g. Facebook Places, WhatsApp, Telegram, Foursquare)

3-SQ's
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

• Space-locators (only location sensitive): The sharing of relevant messages for

a single location that are tagged and read by others later (e.g. Yelp, Qype,
Tumblr, Fishbrain)
• Quick-timers (only time-sensitive): Using mobile apps for traditional social
media to boost immediacy (e.g., publishing on Facebook or Twitter).
• Slow-timers (those who don't care about time or place): Using mobile
devices to access classic social media apps (such YouTube videos).
1.1 Content creation for social media: Five factors have been identified contributing
effectively to the strategic content creation, as per the research. These factors are
positivism / optimism, determination / will power, engagement / dedication /
devotion, connectedness and commitment. These factors are further categorized as
intrapersonal growth, interpersonal growth and learning. The factors help the
audiences to rejoice / celebrate, engage, inform, relate and amuse / entertain. The
figure below shows this:

Figure 1: Content creation strategy.

Intrapersonal attribute of optimism or positivity helps the people to enjoy and

celebrate the success of others as their own. This helps in self-management (self-
development too) and helps to develop critical thinking (creative thinking too),
essential for being innovative. Providing diverse, relatable and interactive
information needs engaged learning. Relating and entertaining others needs
interpersonal attributes. You can post on social media more effectively and save
time by creating a social media content plan. The following is how to begin
developing a plan for social media content:
1.1.1 Audience analysis: Knowing your audience will help you determine the
most successful post types. It can also assist you in selecting the
 Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Explain with examples of a cricket appropriate social media networks to use. Not every business will be
Analyst channel.
profitable on every platform. For instance, e-commerce brands do well
on Instagram and TikTok, whereas B2B companies typically do well on
LinkedIn and Facebook. You are required to ascertain the demographic
characteristics of your target audience like gender and age geographic
locations, interests, income, and education etc. By creating information
personas with the use of your audience knowledge, you can create a
content strategy that will boost engagement.
1.1.2 Establish objectives: Goals are necessary for all of your endeavours in
order to track results. You might set the following objectives for your
social media strategy: brand recognition, internet traffic, sales, and
engagement with lead generation.
1.1.3 Conduct a competitive analysis: If your rivals are already utilising
social media to great effect, look through their profiles to determine
what kinds of content are working best for them. Since your target
demographic is the same as theirs, the kinds of postings that work for
them will probably work for you as well. Still, make each post that you
write distinctive. Never imitate or pilfer designs from others especially
your competitors.
1.1.4 Compile information: Most likely, your brand already has a few
content pieces created for marketing or awareness or social purposes.
Gather all of your material and consider what you can use again on social
media. If your website features a blog, for instance, think about the kinds
of blog posts you might share on social media to boost website traffic
and brand recognition. Different content kinds can be repurposed by
combining them to create new content. For instance, it's simple to
convert your blog post into a video or infographic.
1.1.5 Create a plan for creating content: You need to have a content
production plan that enables you to dedicate quality time to producing
social media content because you most likely lack sufficient material to
reuse for daily postings. It's not necessary to be an expert designer to
produce eye-catching blogs. Alternatively, you can generate original
material without paying a designer by using a content creation tool. To
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
ensure that you always have content on hand in case you run out, set
aside time each month to create content for the following month.
Content that your customers and followers provide for you can also be
used. You can request images and videos of your customers and
followers utilising the products by employing user-generated content
(UGC). Naturally, some of your followers will offer to help for free, but
you might need to provide discounts on your products to encourage
customers to send you pictures and videos.
1.1.6 Carry out social media content audit: One of the greatest methods to
figure out how to develop a social media content strategy that works for
you is to do a content audit. This will assist you in validating your beliefs
with quantifiable data that demonstrates the performance of each post.
Examine the posts you made on each platform, noting which ones
worked well and which ones didn't. Your content goals should be
directly in line with what you look for in the audit. If increasing
awareness is one of your objectives, for instance, examine your follower
count, impressions, and reach across all platforms, and note which
postings attracted new followers. Utilising a social media management
tool, allows you to view all of your metrics at one place. Even if you
prefer not using such tool, the entire data can be imported to google
sheets for evaluation, free of cost.
1.1.7 Select the types of content that you want: This is where data-driven
creativity can be fun. As we've already established, short-form video is
very popular. However, when creating your social media content
strategy, keep in mind the social personas you created and the forms
they are most likely watching.
1.1.8 Make a content calendar: You can plan your social media posts in
advance and save time by creating a content calendar. Use a social media
management tool, if you intend to post on social media every day. With
the aid of these platforms, you can monitor the success of your postings
and examine various facets of your marketing plan, enabling you to
make adjustments in real time.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
1.1.9 Examine the material regularly: Don't forget about content once it has
been posted. To assist you identify the kinds of posts that perform best
and garner the most interaction from your target audience, periodically
re-evaluate your content. Your results can surprise you, so make sure
you're using the best kinds of material for your social media content plan
by tracking your likes, comments, and website traffic. Over doing the
content can reduce the followership. Consider changing the type of
content. You may start using edutainment videos, UGC, host contests,
feature employees for better connect, create polls, ephemeral content
etc.
1.1.10 Promote and distribute your content: It is not enough to just upload
content on social media. You also need to have a strategy. To optimise
brand awareness, a sound plan looks for ways to actively distribute your
content. Here are some strategies for organising your distribution: pre
scheduling the post, posting several times a day, posting at the right time
which maximises viewership, motivating others to further share your
posts etc.
1.1.11 Measuring Key Performance Indicators: The effectiveness of the
content can be measured. Various platforms have their own metrics to
do this.
METRICS MEANING
Like The number of people who like the Page.
Reach How many people have seen your content?
Engagement How many people engage with the content i.e. Likes,
comments & shares?
Click-through How many people have visited the website from the posts?
Conversions How many people clicked to the website then booked a
tour?
Paid Reach The number of people who saw the post because you
promoted it.
Organic Reach The number of people who saw your post naturally.
Actions The number of clicks, likes, comments and shares on the
post.
Cost per action Total Cost divided by Total Actions.
Cost per Click Total Cost divided by Total Clicks.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Conversions The number of bookings tracked in Google Analytics from
clicks on the post.
Conversion rate The Number of Bookings divided by Total Clicks.
Cost per Conversion Total Cost divided by Total Conversions.
Impressions The total number of times a tweet has been seen by any
user, regardless of whether it was clicked or not.
Hashtags Try using 4 to 5 (limited).
Engagement rate (Clicks + Likes + Comments + Shares + Follows) /
Impressions
CTR or Click How engaging or action-provoking your post is?
through rate
Reactions, Engagement centric metrics showing the emotional
Comments & Share responses.
Visitor People who do not follow you but keep on visiting your
page. (keeps a track for unique visitor also)
Viral video / post 2-3 million views in 1 – 2 days ; 10 – 20 million views in
a week

1.2 Structure of social media content: Social media as such has a very wide scope.
The content structure in totality cannot be discussed here. Furthermore there are
structural differences for online contents. We limit our coverage to emails, blogs
(vlogs), webinar & podcast here.
1.2.1 Emails: Each email is like a new beginning, brimming with opportunity.
You have the choice to seize or lose this chance. You don't have to start
over, though. Before you ever send an email, you can have an advantage
over your competitors by familiarising yourself with how to prepare
effective content for a mail, which can help you to achieve the
objectives. People may blacklist your email address if they believe you
to be excessively spamming. This might mean that all of your emails
end up in spam folders which will not help you at all.
• Know the target audience: Speaking to your parents is not the
same as speaking to your children. In a similar way, you wouldn't
likely communicate with someone you recently met in the same
manner as you would with a long-time friend. The same rule
applies to emails as well: customise the content for your
recipient. Based on your business and methods, you most likely
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
already have some knowledge on your target clientele. To find
out more about your target audience, you might undertake
research. Spend time where your target audience prefers to
gather in order to identify them. Engage with them on social
media, take part in forums, and request survey responses.
• Use clear actionable language: Don't waste the time of your
viewers. Make your statement with language that is
understandable and practical. Also, you can use a few trigger
words to help capture their interest. Subject + verb + clause is
the right formula to frame the content. For ex. You can
metamorphose your career by registering yourself in this online
course.
• Align subject line with body (of the mail): Your email's
promise is in the subject line. It informs the recipient about what
information to anticipate from the email. Your audience is
unlikely to open another email from you if they read the message
and feel deceived by the subject line. Your subject line and body
copy should therefore continue to be in rhythm. Although it's
tempting, avoid the impulse to employ a dramatic subject line
that you have copied from somewhere else, but at least apply the
changes to make it sound melodious and synchronized with
body. By being truthful and open with your readers, you will
gain their confidence and loyalty. Nowadays there are plenty of
AI tools available to suggest rhythmic subject line and body
content.
• Customize every mail: Most popular choices can be Dear
Reader; Dear Hiring Team, XYZ Private Limited, Mumbai; Dear
Sam etc. This creates a bond of trust and intimacy although miles
apart.
• Use a professional address: Address like
[email protected] for professional transaction will
not work. Try using a serious address like
[email protected]
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
• Write in second person: Even while your emails may be read
by dozens, hundreds, or even thousands of people, keep in mind
that you are writing a message personally to a person.
Communicate directly with the intended recipient of each email.
Say "you “instead of” him or her." The recipient will feel as
though you are speaking with them one-on-one as a result. For
an even more personal touch, you can also use first-person
references in the text. By expressing your personal experiences,
you may converse "to" the reader as opposed to merely "at"
them. A change in first- and second-person perspective won't
startle the reader. However, you risk losing your prospects if you
abruptly change to the third person.
• Talk relevancy: You may be passionate or critical in delivering
your message. This does not means that you keep writing on and
on. Stick to the relevancy, follow 7c’s of business writing.
Determine the email's relevance at the outset. Both the subject
line and the opening line of the email body should make it clear
what you're attempting to say. This does not imply that you must
send brief emails with only a few sentences. Longer-form
content is possible, but only if you capture the reader's interest
right away. For example you are sending a free copy of ebook
mention in the subject copy as ‘Free downloadable copy of the
book titled Amazing Peoples’. Do not forget to attach the pdf
copy or link to download the book.
• Have clear intentions: Everyone aspires to produce compelling
prose. First and foremost, clarity is required. Your readers will
click the "delete" button and go on to something else if they don't
understand why you're sending them an email. Spend less time
on clever puns and sardonic remarks. Identify your goals and try
to be on track not going astray.
1.2.2 Basic structure: First you need to decide upon the recipients. After that
prepare a catchy and rhythmic subject line. Be clear and concise while
doing so. Next is the greetings like Dear Sir / Madam, Dear Mr. Paul,
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Dear Hiring Team, To Whomsoever it may concern etc. You never know
when the recipient is going to view the mail so ‘Greetings for the day’
is appropriate to be appended. You may customise it if any festival or
occasion is round the corner. In a business / professional email, the
introduction / purpose part is where you should clarify the message's
goal. This part needs to be brief and direct. Make sure the receiver
understands the message's goal and the action you want them to take.
When writing the introduction/purpose section, stay away from utilising
jargon or too technical terminology. You also want to make sure that
this section is as brief as feasible. Next comes the body where you give
the recipient further details. This can contain background data,
numerical values, or any other pertinent information that the recipient
should be aware of. Make sure you use simple language while writing
the detail section. Don't use jargon or technical phrases. Additionally,
try to be brief and relevant you can with the body section. ‘Ask’ or
‘action’ section follows next. In a business / professional email, the
ask/action part is where you specify what you would like the receiver to
do. This may entail requesting feedback, an answer to a request, or any
other action that is pertinent to your message. Be sure to be precise and
succinct when writing the ask/action section. Steer clear of jargon and
excessively technical words. Furthermore, remember to provide a
justification for the recipient's actions in your request. In a business /
professional email, the closing/sign-off portion is where you express
gratitude to the receiver for their time and sign off. A kind thank you
and any other pertinent information, including contact information or a
request for a response, might be included in this. Make careful you write
the closing/sign-off section succinctly and directly to the point. Steer
clear of jargon and excessively formal language. Don't forget to end with
something kind, such "Sincerely" or "Best regards."
1.2.3 Email etiquettes:
• Use a clear professional crispy & catchy subject line.
• Prepare the content before entering recipients e addresses.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
• Make sure the e addresses of the recipients are correct. Check it
multiple times.
• Proofread every email multiple times to make it free of
spelling, grammar, punctuation and other errors.
• Do not use cheap, vulgar, threatening / warning language /
vocabulary.
• Ensure all courtesy copy (Cc) and blind courtesy copy (bcc) are
correct and relevant.
• Reply to the mails sent to you swiftly. Be cautious while
sending the reply. You do not need to reply all every time.
• Always include signature block.
• Appropriate level of formality is required.
• The email should be short and objective.
• Proper formatting is required so that the mail is readable.
• In case of longer content of the mail, better use
attachment(preferably pdf)
• While forwarding any mail make sure the mail is not sent in
duplicate. It is irritating.
• Do not make use of all caps lock or bold or italics or underline
text as it can be annoying and indicates warning / threatening.
• Limit the use of acronyms and emoticons. Forbid discussing
confidential matters.
1.3 Blogs (Vlogs): Dictionary meaning of a blog says a regular record of your
thoughts, opinions, or experiences that you put on the internet for other people to
read. In a layman’s language a blog is a website where a person writes regularly
about topics that interest them, usually with photographs and links to other
websites they find interesting. A vlog means a visual / video + blog. Here we will
discuss the basic structure of a blog, necessity to structure a blog and importance
to start a blog.
1.3.1 Structure of a blog: A blog has four basic elements:
• Title / Headline this tells the main idea of the article.
• Introduction tells about the background of the article.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
• Body goes in detailed discussion.
• Conclusion or summarising the article.
1.3.2 Steps to create a blog:
• Create an eye sounding headline: Frequently, the first thing
that readers see when reading your blog post is the headline or
title. It should not only explain the topic of the post but also
entice readers to read your piece in its entirety. A title should be
eye catchy, should force viewer / reader to make a click and
engage (like, share & comment). Certain formats have a CTR as
low as 0.5% to 1%. Research shows that 36% prefer a title with
number like ‘30 ways to reverse diabetes’. 21% like reader
addressing headline like ‘What you should do to quit smoking?’
17% prefer ‘how’ headline like ‘How to make life blissful? ’
15% prefer a normal headline like ‘Ways to stop drinking.’
Further you can add year to the title like ‘10 bad habits you
should avoid repeating in 2024’. This gives freshness to the title.
You may go for special formatting as adding colons, hyphens,
brackets, underline, capitalize each word, add color / design /
theme to it.
• Introduce to compel and provoke: It is crucial to present the
topic of your writing and entice readers to continue reading when
they find your content online. Because of this, each blog post
must begin with a clear and succinct explanation of the topic of
the post. Visitors can quickly determine whether or not they want
to learn more about the issue by viewing the introduction at the
start of your post. People won't pay a minute or two to read your
introduction, so it must be concise and to the point. After
reviewing the article's primary points in a few paragraphs,
continue on. Always keep in mind that your introduction is your
chance to catch readers' interest and entice them to keep reading.
You can add statistics to support or verify your viewpoint,
highlight a problem and offer a solution, present an interesting
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
quote or a funny joke, can create a curiosity of FOMO (Fear Of
Missing Out).
• Include a Table of Contents: Users make snap decisions about
whether or not to stay on a website, therefore it's critical to
respond to their needs promptly. People usually aren't interested
in reading your message word by word. The reason a table of
contents is so important is that they are searching for a specific
solution. They can quickly find what they need from a table of
contents, which makes it simple for them to determine if your
blog is the correct place for them. If readers realise you don't
waste their time on pointless details and instead get right to the
point, they are more likely to visit your blog again.

Figure 2: A typical Table of contents

• Use headings and sub headings: Consider what will make it

simplest for the reader to scan through and understand the
essential concepts when organising the body of your blog entries.
Headings and subheadings provide a concise summary of your
article's content, allowing readers to skim and choose what to
read next. They make it simple to navigate your article and locate
the precise item required for increased effectiveness. Your text
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
won't flow and guide viewers from one topic and then the next if
it doesn't include headers and subheadings. Your work should
not appear to have been thrown together hastily because this will
confuse readers and make it difficult for them to find what they
need. That’s why it’s equally necessary to carefully prepare how
you’ll organise your headings and subheadings. Your article
should include headings for each of its topics. Next, arrange
them so that the reader may understand them. If you ran a travel
blog, for instance, you wouldn't describe your destination before
you demonstrated how to get there. Rather, you should list your
subjects and headings in chronological sequence.
• Break information into paragraphs: Imagine reading an
article that consisted of a single, long wall of words. It would be
aggravating enough to make you want to run out of there right
away. It is imperative that you divide your material into
manageable paragraphs because of this.
Your blog post's paragraphs should use spacing to make it easier
to read between ideas. Put similar content in one group. Begin
with the most crucial line and expand on it from there.
Have no more than six or seven sentences. Make your material
easier to read by using paragraphs, but consider carefully how
you do so. Paragraphs that are started and ended in random ways
will throw off the structure and confuse readers.
• Use transition words: It is important to gradually introduce
readers to the various information sections as you move them
from one to the next. Transitional terms can be used for this.
Your writing will flow more naturally with the use of transition
words, making your piece easier to read. Additionally, they make
connections between your major ideas so that readers may
follow your thoughts and flow from one to the next. The words
like so, and, but, because, firstly, finally etc are typical transition
words. Because they facilitate a reader's understanding of your
content, transition words are crucial for Search Engine
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Optimisation. If more visitors visited and stayed on your
website, which is easier to achieve when it's readable, your
website may rank better on any SE(Search Engine). While
employing transitional terms in your blog, remember to:
i. Understand the definition and usage of transition words.
If not, they'll come across as arbitrary and undermine the
post's credibility.
ii. Recognise the connections between the points in your
thinking. Without knowing the concepts you intend to
convey or impart, you couldn't construct headings and
sub points.
iii. Understand the use of transition words to help a
paragraph flow smoothly. It's critical to use transition
phrases correctly since your audience needs reliable facts
from a source they can rely on. This will establish your
blog's credibility and show off your skills.
• Make it a Vlog (Visual + Blog): When they interact with your
website, visitors shouldn't feel like they're reading a novel.
Additionally, readers are less inclined to put up with text-only
articles because so many of them access the internet via mobile
devices. 94% more people view articles with images than do
those without any. Infographics, movies, and images entice
readers to peruse more of your material. Additionally, visitors
are more likely to return to your website the longer they stay on
it. Your blog post's structure will benefit greatly from the
addition of graphic content, which also adds flavour and interest.
It makes your post easier to navigate and read through by
dividing up your text and adding spacing. Visuals result in better
viewer engagement. For example, any website designed this way
will engage the customers / viewers better.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

• Include a CTA (Call to Action): Although you may believe that

your visitors are aware of your expectations, actually they are
not. To ensure they know where to go and what to do next, they
need you to point them in the proper direction. You want visitors
to your blog article to stay on your website and eventually
convert. Adding a call to action (CTA) to your content is
necessary to do that. A call to action (CTA) is a button or link
that can be clicked by users to complete a task. Usually towards
the conclusion of a blog, but occasionally in the middle. A well-
crafted call to action (CTA) is concise, demands specific action
from consumers, and conveys a sense of urgency. Your audience
should be sufficiently captivated by it to be motivated to sign up
for your email list, leave a comment, buy a service / good / asset,
make a download, like the article, subscribe the source, enter
your online details etc.

A potential blogger has multiple reasons to regularly post the blog /

vlog which include making money, attract resourceful viewers, build
audiences, improve fan following, establish yourself as a writer etc.

1.4 Webinars: "A live online educational presentation during which participating
viewers can submit questions and comments" is what Merriam-Webster defines as
a webinar, also known as a web seminar. Perhaps you're asking yourself, "Well,
what is a seminar?" "A meeting for giving and discussing information" is the
definition of a seminar. Webinars can be events, workshops, seminars, training
sessions, video presentations, lectures from the classroom, or webinars hosted and
webinars = web+ seminars are known as webinars
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
given online with webinar software. The fact that webinars are a two-way exchange
of information where presenters and attendees exchange knowledge in real time is
what makes them so successful. A Webcast is not a webinar. Webcasts are
sessions that have been pre-recorded and are broadcast online (on YouTube or TV).
Webinars are live events that let participants and presenters communicate in real
time. Presenters can share any type of material with their audience during a webinar,
including voice notes, videos, presentations, and other documents. Few objectives
of a webinar can be listed as educating and creating awareness, generating leads for
the services offered, training new as well as existing employees, and securing
authoritative position in an industry / niche. Major advantages of a webinar can be
listed as follows:
i. Online webinars are more efficient than in-person events or workshops
because they eliminate the need to reserve a physical location and manage
the intricate logistics involved in holding live events.
ii. Webinars are handy for both presenters and attendees because they can be
hosted and attended from the comfort of your office or home because they
are online events.
iii. Webinars are useful for both small-group and large-group presentations,
with over 100 participants. Participants can listen to pre-recorded webinars
whenever they'd like. When compared to in-person events, this makes them
more affordable, easier to put up, and versatile.
iv. While offline events have advantages of their own, live webinars eliminate
the need to worry about renting a location, providing food and drink, or
ensuring sure your presentation equipment is in working order.
v. Webinars have been inventively employed by people in the fields of user on
boarding, human resources, branding, marketing, sales, and education.
Thus, the possibilities for what you may accomplish using webinars are
endless. Many webinar solutions / software include interactive whiteboards,
polls, surveys, recordings, screen sharing, analytics and live chat
capabilities, which greatly increase the level of personalisation, interaction,
and engagement for your audience. These are just a few of the factors
contributing to the recent surge in popularity of webinars. Google Meet,
Cisco Webex, Zoom, Zoho meetings are few such webinar solutions.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
1.5 Podcasts: A podcast differs from a webcast in a way that it involves only audio.
The podcasters can venture into video recordings and live stream their shows.
Webcast is generally a video recording. In case if they decide to go live it can be
termed as a webinar. Another way defines a podcast as a downloadable broadcast
put on internet for watching (!). Today we normally go for video recordings. The
types of podcasts are described as under:
i. Enhanced podcast: A slide show presentation and audio are combined in
an enhanced podcast, sometimes referred to as a slidecast. While it employs
presentation software to create the imagery and display sequence
independently from the audio podcast recording, it is comparable to a video
podcast in that it blends dynamically generated images with audio
synchronisation. For ex Slideshare, YouTube etc.
ii. Fiction podcast: A fiction podcast is a podcast version of a radio play,
sometimes known as a "scripted podcast" or "audio drama". They use a
variety of voice actors, dialogue, sound effects, and music to enhance the
fictional story they tell, which is typically spread throughout several
episodes and seasons. For ex Trial by Error: The Aarushi Files is an
investigative audio drama podcast series that covers the Noida double
murder case.
iii. Podcast novel: A podcast novel is a literary genre that blends the ideas of
an audiobook with a podcast. It is sometimes referred to as a "podcast
audiobook" or "serialised audiobook." A podcast novel is a literary fiction
work that is published online over time in the form of episodes, just like a
regular book. Mahabharata podcast, Ramayan podcast, Henry V podcast,
Bhagwad Gita, Vedanta lectures etc.
iv. Video podcast: A podcast with additional video content is called a video
podcast. For ex Cyrus says, Paisa Vaisa with Anupam Gupta etc.
v. Live podcast: A handful of podcasts are recorded live in front of an
audience, either for the entire series or for individual episodes.

BBC, Al Jazeera, ESPN Radio, The daily Wires, Amazon music are few names
involved in podcasting.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
2.0 Effective and ethical use of social media: The concept of good, bad, right, and wrong is
by definition related to ethics. When it comes to using social media effectively and
engaging people in the correct way, having the proper ethics means having the right
viewpoint and way of thinking. The purpose of ethical values is to serve as guiding
principles that, if adhered to, may produce harmonious outcomes and relationships. Some
of the moral dilemmas in the social media space that need to be considered and eventually
resolved are
a. Does this post have too much information to share?
b. Has there been any distortion of the facts in this post?
c. How will this post influence other people?

Users between the ages of 8 and 15 make up one of the biggest user bases on social
media. These adolescents, who range in age from 8 to 15, are still figuring out how to
relate to others and what moral principles they will uphold. Their interactions with the
world around them will be shaped in part by these moral principles. The moral
principles that form the basis of our ethical values are typically imparted to us by an
individual or group of individuals, such as instructors, parents, guardians, religious
organisations, and so on. Social media platform is a new entrant in this list. Even though
a large portion of this generation still need to decide for themselves how much
responsibility to exercise when utilising the various social media platforms. This
involves taking into account how a post will affect their life as well as the lives of
others. They also need to realise that by signing up for a social media network, they are
becoming a part of a community where specific behaviours are expected. It is
unrealistic to expect kids to have the maturity required for such responsibilities at that
age. People frequently share even the most insignificant details of their daily lives, from
the moment they wake up until they go to bed. They will be transparent about their
whereabouts, what they eat at each meal, and information about things that are usually
kept private and personal. They will also discuss their views, feelings, and loves and
dislikes; for the most part, this is now considered normal. But frequently, these shares
also include information on other people in addition to the person sharing. In an effort
to keep everyone in their social circle informed of their whereabouts, people frequently
post these facts across many social media platforms. This transparency of sharing leads
to the emergence of hazards and difficulties that are frequently overlooked but can have
detrimental effects. People should consider the potential effects of their posts in light
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
of the speed and scope with which social media generates information and makes it
available to the world practically instantly, as well as the reality that once something is
posted, it is virtually impossible to take down. Sadly, posts are frequently made without
considering the profound effects they may have on the lives of those who post them or
on others who may be affected by them. We normally share the posts for following five
reasons:

a. Sharing for a cause like on LinkedIn to get ourselves in a professional

loop.(research show 84% do that.)
b. Sharing with personal connection like Facebook. (research show78% do that.)
c. Sharing to remain connected. (research show 69% do that.)
d. Sharing to identify themselves. (Who they are?) (research show 68% do that.)
e. Sharing for fun, information and entertainment. (research show 49% do that.)

Etiquette refers to a set of rules for behaviour in our culture. Three Foundations of
Etiquette on Social Media are to be clearly understood.

a. Please be thoughtful and open when expressing your ideas. Aggressive involvement
and conversations are rarely as effective as a cup of sugar and a pleasant remark,
especially when they occur online where misinterpretation is possible. You will be
treated with contempt if you are reactionary, intolerant, and closed off to other
people's viewpoints.
b. More important than strategy is intent. This expression originates with Mahan
Khalsa, the writer of the fantastic book ‘Let's Get Real or Let's Not Play’. Every
time, sincerity of intent will triumph over style. Authenticity in conversation will
lead to both being in alignment.
c. Have no "I" tendencies. Prioritise the objectives and accomplishments of your
network over your own voice and results while using social media and social
business. Giving generously having no "I" tendencies. Prioritise the objectives and
accomplishments of your network over your own voice and results while using
social media and social business. Giving others a chance to shine and grow will be
met with a return favour. Give more of yourself to help others, and you will be given
more back. Think of the 10 to 1 rule, which states that in all personal
communications, put other people first.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
3.0 Speech and personality: Everybody has a distinct personality, so when you speak in front
of an audience, make sure they can see it! Even if you may believe that giving a prepared
speech is all that public speaking entails, it's crucial to keep in mind that you are a unique
person when you're on stage. So, here are the tips to make your individuality shine through
during a presentation.
a. Have openness: In the framework of the presentation, don't be scared to be honest
and share a few of your own experiences. To be vulnerable is to share a personal
detail with a large group of people that you find difficult to discuss. This will convey
to your audience that you have something worthwhile to offer as well as your
understanding of their situation. Additionally, it will increase their likelihood of
listening to you and taking you seriously.
b. Show authenticity: Being sincere and truthful with your audience is what it means
to be authentic. Don't be scared to show your true self and express who you really
are. Being authentic means not trying too hard or attempting to be too amusing; it
just means being who you are! People will relate to you more and find it simpler to
remember the main parts of your message when they perceive you as genuine.
c. Make an effort to interact: Throughout the presentation, ask questions and
periodically seek out feedback to engage the audience as much as possible. Make
sure you provide a secure environment for people to interact with the information
you share since people want to know that their opinions count. People will feel
appreciated and their attention will be kept on the presentation rather than straying
from the subject at hand when they do this.
4.0 Personality Analysis: A common understanding of personality is in relation to social
attractiveness. People who are able to make an impression on others and get along with
others are regarded as having good personalities. Individuals lacking this capability are
thought to possess a somewhat weak personality. But when looking at personality from a
scientific perspective, attractiveness to other people is not a valid measure of personality.
Psychologists actually view attempts to define personality in terms of social attractiveness
as insufficient for two reasons: first, it restricts the range of behaviours deemed significant
and deserving of inclusion in personality studies; and second, it suggests that certain
individuals with exceptional skills, dispositions, and characteristics don’t have
personalities. Researchers in psychology have tried to define personality in terms of
individuality and consistency. People differ greatly in their thoughts, feelings, and
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
behaviours, even when it comes to the same or different situations, as we frequently notice.
This particular behavioural pattern aids in defining an individual's individuality. Regarding
the idea of individuality, it has been stated that each of us shares characteristics with all
other people, some characteristics with other people, and no characteristics with any other
person who has existed in the past or will exist in the future (Kluckhohn & Murray, 1953).
Another crucial aspect in establishing the concept of personality is consistency. Put
differently, it can be said that the idea of personality also stems from the observation that
an individual appears to behave rather consistently in various circumstances during various
time periods. From this perception, the idea of personality traits that influence how one
reacts to their environment arises. By fusing these ideas of originality and consistency,
personality can be characterised as the varied and special ways that each person thinks,
feels, and behaves, which determine a person's reaction throughout life. Put another way,
personality can be defined as all of the comparatively stable traits, dispositions, or qualities
that contribute to an individual's degree of consistency.
5.0 Types of personalities: Personalities across the globe have been classified in a number of
ways by different psychologists. Few of them are described here.
5.1 Type A and Type B: Depending on the main traits they exhibit, an individual may
have a Type A or Type B personality. These characteristics might affect their
interactions with people as well as their job or study. Their health might also be
impacted by them. An individual with a type A personality may exhibit traits like
resentment, impatience, and determination in addition to being ambitious and
productive. A person is more likely to have a type A personality if they or those
around them characterise themselves as "workaholics." Individuals with type A
personalities tend to take on numerous things concurrently and often shoulder more
obligations in order to succeed. Individuals with type A personalities tend to be
highly focused on their objectives and strive to meet deadlines quickly, almost as if
they are in a race against the clock.
Stress may affect type A personalities more readily and they may become irritated
and angry more quickly. Certain basic traits of the individuals having Type A
personality are:

1.Aggressive 2. Goal oriented 3. Laborious 4. Confident

5. Stubborn 6. Determined 7. Hostile 8. Multi tasker
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
9. Competitive 10. Impatient 11. Energetic 12. Motivated intrinsically
13. Hasty 14. Low EI 15. Can be irritated easily
In many aspects, a type B personality is the opposite of a type A
personality. Individuals that possess a type B personality are typically more relaxed and
laid back. As opposed to the sense of urgency that people with type A personalities may
exhibit, people with type B personalities may work methodically towards a goal. Those
with type B personalities typically don't feel the need to establish their superiority or
showcase their skills to others. Individuals with type B personalities typically don't get
quickly frustrated and have low levels of competition. A type B personality is
characterised by low levels of antagonism or violence, as well as friendliness and ease
of getting along with people. Certain traits for type B personality are as under:

1. Peaceful 2. Less prone to stress 3. Less competitive

4. Relaxed 5. Procrastinating 6. Flexibility
7. Easy going 8. Fewer conflicts 9. Work at slower pace
10. Stable 11. Even tempered
The concept originated in US in 1970’s by Meyer Friedman & Ray Rosenman. One can
take up any of the following assessment to find out his / her type.

• Friedman and Rosenman questions

• Jenkins Activity Survey
• Framingham Type A Scale
• Bortner Rating Scale

5.2 Myers- Briggs: It is based on four categories of personality preferences:

Preferences Dimension 1 Dimension 2
Focusing attention (where?) Introversion(I) Extraversion(E)
Information absorbing (How?) Intuition(N) Sensing(S)
Decision making (How?) Feeling(F) Thinking(T)
Situation handling (How?) Perceiving(P) Judging(J)
On the basis of the table above 16 personalities are defined.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

(Source: https://www.structural-learning.com/post/personality-types)
5.3 DISC Behavioural types: William Moulton Marstan developed this classification
in the year 1928 where he makes the claim that an individual's perception of and
response to a situation determines their actions. Marston categorised these
responses into four main behavioural styles or types, sometimes known as "DISC
behavioural types." They are:
• D – Dominance: Individuals with high "Dominance" behavioural profiles
have a strong desire to achieve goals. They are determined, at ease with
difficulty, and intent on moving things along quickly. Dominance profiles
are usually forceful and have a preference for clear, succinct
communication. Dominant personalities, who are more at ease with
disagreement than other profiles, may come out as terse or even impolite
when they lack the context that the workplace provides, particularly when
they are surrounded by teammates who have different communication
styles. Since dominant types are self-starters, working remotely is unlikely
to demotivate them. Dominant profiles are more likely to be extremely
conscientious, which is the quality that most strongly predisposes someone
to succeed at work, because of their drive to succeed (MacRae). High
standards and a strong focus on goals are frequently linked to success in the
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
workplace, but they can also result in burnout, which might be harder to spot
in a hybrid environment. Autonomy and challenge are what drive
dominance profiles, but they might get impatient when too many challenges
get in the way of achieving their goals.
i. How to manage high D: Managers need to present the big picture
and be forthright and results-oriented in order to empower
dominating profiles. People in positions of dominance prefer to get
right to the point, accomplish goals, and win prizes. Managers can
inspire "high D" workers by asking them how they plan to
accomplish their objectives instead of giving them orders. An
important concern for managers is to provide the appropriate level
of challenge while keeping an eye out for indicators of stress and
burnout. Clarifying goals and objectives for more dominating
persons will enable them to perform and flourish.
• I – Influence: People with a largely ‘influential’ behavioural style are
driven by their effect on others. They are adept at establishing and
maintaining connections, inspiring colleagues, and frequently exude
positivity. Influencers are gregarious, passionate people who get their
energy from interacting with others and sharing ideas. They are often very
talkative, excellent conversationalists, and natural networkers who win
people over, inspire dedication, raise spirits, and build relationships. If
influential team members are deprived of the social connection and
validation that keeps them going, they could find it difficult to stay
motivated. Long stretches of time spent working alone without the chance
to collaborate with others may also cause them to lose focus. Although
influencers' desire for originality and creativity can be met in hybrid work
environments, long-term high engagement and motivation will require face-
to-face interaction.
i. How to manage them? People who have high degrees of curiosity
in their personality profile and influence as a working strength are
probably going to be among the first to adjust to new work practices.
Influencers thrive on routine encounters, spontaneous talks, and the
increased sense of wellbeing that comes from interacting with co-
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
workers, clients, and consumers. Buddy systems, coaching and
mentoring, team awards, and allowing casual conversation during
conference calls will all help to maximise productivity by
influencing profiles. If influence profiles are given lots of chances to
connect with people, they will be successful. They are the energisers
in your team, so offering avenues for social connection will allow
them to shine while improving morale team-wide. It's important to
lessen isolation, keep new workers from feeling lost, and encourage
staff members to feel a part of hybrid teams. When it comes to
influencer management, it's critical to not take engagement at
random. Managers should proactively show interest in influencers'
feelings and conduct routine video calls to stay in touch.
• S – Steadiness: "Steadiness" is a working strength of those who deliver
consistently through collaboration and procedures. They frequently keep
their attention on the task at hand and meticulously see tasks through to
completion. Stabilisers manage their workload methodically, which allows
them to persevere where other types of personalities would easily become
side-tracked or lose interest. Members of a steadiness-rich team can aid in
stabilising teams through transition. Rapid changes in their workplace,
however, can sometimes demotivate and disturb people with this personality
type. Their capacity to handle disturbance is frequently determined by their
degrees of conscientiousness and emotional resilience. New work
environments are likely to present challenges for individuals who have a
tendency for stable behaviours and a limited tolerance for stress or change.
Some of the pressures associated with traditional work environments, like
office strife, co-worker interruptions, and transportation, may be alleviated
by working remotely.
i. How to manage them? Steadier people do better in a safe setting
where they feel comfortable enough to voice their problems.
Maintaining engagement and wellbeing in the workplace requires
combining listening mechanisms with sharing forums in order to
achieve more consistent and compliant behavioural profiles.
Steadiness-focused employees can benefit greatly from reverse town
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
halls, fireside chats, and emotional intelligence-modelling leaders.
Steadier personalities might rather listen than talk, but managers can
encourage their innate thoroughness by helping them focus more—
for example, by turning off Slack or giving them more discipline in
their job.
• C – Compliance: A person's ability to "comply" makes them a great fact-
checker and risk assessor. These meticulous people are usually concerned
with upholding and raising standards, assessing data, and keeping an eye on
and managing quality. Disruption to current processes has the potential to
derail compliant people more easily than noncompliant ones. For those with
this behavioural tendency, high turnover work environments may be
difficult and eventually demotivating. But compliance is also necessary for
assessing risk, conducting thorough assessments, upholding quality
standards, managing change, and using diplomacy.
i. How to manage them? Supervisors must give clear objectives,
reassurance, and comprehensive updates to enable compliant
individuals to succeed. Assigning logical, analytical duties and
providing documents in advance of face-to-face encounters can help
to get the most out of compliant types. High levels of change can
make highly obedient people feel chaotic, therefore it's critical that
businesses approach experimentation with a scientific mind-set and
inform their more compliant team members honestly, consistently,
and rationally about the results.

How to assess one’s personality type?

• Based on Marston's hypothesis, Dr. Thomas Hendrickson

created the Thomas Behaviour evaluation. DISC profile
assessment is nevertheless a very useful tool for figuring out how
people behave at work. One of the most reliable psychometric
tests is the DISC behavioural assessment, which regularly yields
an accurate picture of a person's behavioural type. As a result, it
has emerged as one of the most popular personality tests.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
6.0 Personality theories: Numerous scholars have proposed theories regarding personality.
These theories make an effort to clarify personality development and its constituent parts.
Since personality cannot be objectively tested, there is a great deal of uncertainty owing to
the nature of personality. Despite the limitations of testing, a number of well-known
researchers have tried to explain personality. In this field of psychology, Abraham Maslow,
Carl Jung, and Sigmund Freud are few well-known theorists.
6.1 Swami Vivekananda’s concept of personality: The struggle for development is a
sign of existence. A little seed bursts through the soil to become a plant, yet growth
on its own does not make life more beautiful; in fact, wild and irregular growth can
occasionally result in stagnation. Life can only be made beautiful by moulding the
growth via appropriate training and methodical discipline, which eventually results
in a fully formed personality. Throughout human history, notable figures have
emerged who had a profound impact on the world while they were alive. Their
amazing accomplishments captured the attention of many for a moment, but as soon
as they passed away, they were forgotten. The emergence of more powerful and
brilliant individuals who left a lasting impression on people's thoughts is the cause.
Swami Vivekananda is one such jewel that India has produced in modern times.
While achievement in life undoubtedly enhances a person's greatness, it has little
effect on personality. It is imperative that personality be developed on the basis of
character rather than life accomplishments. Character-based true personality is what
the world will remember for all of eternity. Particularly among young people,
personality development is of great interest. They demand an immediate shift in
personality and are pressed for time. As a matter of fact, they are oblivious to the
distinction between "development" and "change." A person's personality can
definitely change overnight. Beauty salons, hair stylists, ready-made clothes,
makeup, and high-heeled shoes can work this magic, but it's only momentary, and
it doesn't aid in the true personality's development. Such low-cost techniques are
not recommended as they waste time, money, and energy. As per Swami
Vivekananda’s philosophy the human personality can be divided into four
categories: physical, mental, intellectual, and spiritual. The true personality is the
result of all these components growing harmoniously. A person should aim for good
health, a strong mind, and pure intellect.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
6.1.1 Physical dimension: The human body is one of God's unique gifts. The
foundation of happiness and success in life is good health. Because the
mind and body are interdependent, poor health results in anxiety and
despair that make it difficult to pursue certain life goals. As Swami
Vivekananda correctly pointed out, the majority of our suffering stems
from our physical frailties. Swami Vivekananda emphasised time and
again that we need to cultivate iron muscles and steel nerves. During one
of his talks, he advised his youthful friends to "be strong." Playing
football will bring you closer to heaven than studying the Gita. In
addition to causing stress in the sick person, poor health disrupts the
entire family. The entire family must experience financial hardship in
order to pay for the medical bills. A guy in good health constantly
maintains his composure under pressure. He gladly, energetically, and
efficiently carries out his responsibilities. It is not appropriate to misuse
the ability to become physically strong in order to damage public
property. Physical strength is essential for serving others and protecting
one's own interests. Unchecked physical energy frequently explodes in
the shape of antisocial behaviour, violence, robbery, harassment, caste
and communal riots, etc., upsetting the peace and harmony in society.
This physical energy needs to be directed towards positive goals. The
development of physical dimension is greatly influenced by habits. A
person's physical health can be severely harmed by bad habits like
drinking, smoking, drug addiction, etc., which can weaken them and
make them more vulnerable to long-term illnesses. It is imperative to
use extreme caution and avoid succumbing to detrimental behaviours.
At all costs, avoid being in the company of such individuals who are the
victims of unhealthy habits. Adolescents are particularly vulnerable to
the negative effects of bad company. Their vulnerable and undeveloped
minds are easily swayed by the allure of unhealthy behaviours. Hence,
it is the responsibility of parents and educators to supervise them and
encourage the development of positive behaviours. The key to optimal
health is creating positive routines with food, sleep, exercise, and job.
The best way to maintain physical fitness is to do yoga poses and
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
breathing techniques, but they must be done under the supervision of a
qualified instructor. When learning under the Gurukula system in
ancient India, students would spend their formative years with wise
professors. They would achieve great energy inside themselves by
engaging in rigorous discipline, such as brahmacharya, bodily
austerities, guru service, study of various fields of knowledge, etc. They
have the capacity to store all of the Vedas in their minds. The obvious
explanation is to conserve mental and sensual energy. When sensuous
pleasures are overindulged in, the senses become weak and unsuitable
for higher aspirations in life. As Swami Vivekananda correctly
observed, all knowledge can be mastered in a relatively short period of
time by adhering to strict brahmacharya (continence). Everything that a
person hears or learns only once is reliably remembered. Everything in
our country is on the verge of collapse because of this lack of continuity.
Thus, healthy eating, consistent exercise, developing positive habits,
and exercising self-control all contribute to better health, which in turn
helps with personality development.
6.1.2 Mental dimension: The mind is more advanced than the body. The
body is made by the mind, not the other way around. The mind is a
storehouse of ideas. Thoughts that are malicious and negative weaken
the psyche. A person with a weak and uncontrollable mind is always
vulnerable to temptation, which can lead to chaos. The tendency to dwell
on mistakes leads to pessimistic ideas. The teachings of Swami
Vivekananda will undoubtedly assist us in overcoming these
shortcomings. "The cure for weakness is not to wallow in weakness but
to think in strength," he declared. Men should be taught to recognise
their inherent strength. A select few are fortunate enough to achieve
success without encountering any obstacles; the others must overcome
these challenges. The person who embraces life's obstacles and meets
them head-on with bravery and confidence, however, is the true hero.
Someone who overcomes all obstacles emerges triumphant, akin to a
lion. People these days, especially students, are so sensitive that even a
small warning from parents to get lower grades on a test can cause them
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
to lose their heads. Weak brains lead to violence, crime, homicide, and
suicide. In the Gita, Sri Krishna states that we should treat such a thought
as an adversary. "One should save oneself, by oneself, and one should
not lower oneself," he declares. When the mind is weak, unruly, and
frustrated, it acts like an adversary and causes devastation; when the
mind is strong and disciplined, it functions like a friend. A strong mind
always remain cool in even most adverse situations. It never succumbs
to temptations & has a courage to say NO any immoral & unethical
practice. It is free from prejudice, influence, suspicion & jealousy. A
strong mind is the guarantee of positive thinking & emotions and hence
actions leading to a strong character. Converse is the situation of a weak
mind. With consistent practice and a strong determination to control,
even an unruly and feeble mind may be trained. The mind requires good
ideas just as much as the body needs nourishing nourishment. One of
the best ways to enhance the mind is through thought power. Sri
Ramakrishna once said that the mind is like a garment that has been
laundered; it absorbs the colour of the cloth that it dips in. Our thoughts
manifest in real forms through our actions. Our actions and behaviour
will drastically change if we adopt a new way of thinking and make it a
habit to think honourable and constructive thoughts. With his words,
"Whatever you think, that you will be; if you think yourselves strong,
strong you will be," Swami Vivekananda gave us hope. You will be
weak if you believe you are weak. The main causes of our mental
weakness include undervaluing our own abilities and thinking
negatively all the time, such as I am a sinner, I am worthless, or I am
good for nothing. We all possess tremendous power that can only be
revealed by positive thinking. Reading well-written, healthful, and
mind-stirring books regularly gives our minds nutritious food. The
choice of such books and the presence of such individuals will
undoubtedly strengthen our minds. especially for young people.
Frequently, bad company, obscene and inexpensive books, and films
cause mental distortions that lead to a variety of psychological
complexes and nerve deficiencies. As a result, one ought to cautiously
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
steer clear of them. It is feasible to increase our mental toughness by
consistently practicing meditation. By regulating negative impulses and
emotions, meditation practice stabilises the mind and aids in the
recovery from sadness, stress, and restlessness. By removing the
collection of inclinations from the subconscious mind—which is the
source of all issues—it directly benefits us. These accumulating
inclinations are the result of our own previous decisions and deeds.
Through meditation, we can replace these undesired and harmful
tendencies with thoughts that are holy and positive. Thus, having an
optimistic outlook and making reading great books a habit and
meditation practice are the only ways to strengthen our mental fortitude,
which shapes our personalities.
6.1.3 Intellectual dimension: Even while everyone possesses this intellectual
capacity, most of the time it is latent because of inadequate intellectual
stimulation and training. Man has become a machine due to his overuse
of contemporary technology devices. Consequently, everything is stored
in memory by computers, while human memory is kept underdeveloped.
Humanity is losing its originality, inventiveness, and capacity for deep
thought, while imitation, artificiality, and a superficial and shallow way
of thinking are becoming more and more prevalent. Creative thinking is
vitally required to cultivate many talents, such as music, visual arts,
poetry, dance, drama, etc. The ability to focus is the sole thing that
allows deep thinking to reveal a person's latent talents, such as
inspiration. Our ability to focus allows us to understand more complex
and delicate concepts. The role of the intellect now begins. Our minds
and senses are fidgety. The mind is the only thing that can subdue them
since it is greater than them. To succeed in life, one must so have a strong
will to dominate one's thoughts and focus them on more important goals.
Differentiating between right and wrong is the intellect's other function.
That is not the capacity of the mind. It can offer you several answers to
your issue; the task of selecting the best one falls to intelligence. Since
there is good and bad in this world, we will not be able to distinguish
between right and wrong unless we have the ability to discriminate.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Everything is delivered right to our door in this day of sophisticated
communication and technology thanks to the Internet, websites, and
satellite television. To distinguish right from wrong, one must cultivate
the intellectual capacity for discrimination, especially in youth. They
will undoubtedly run into problems if they continue to consume
anything on the multi-media without making any distinctions. It is
challenging to escape the grip of such things once the mind becomes
addicted to them. Because of this, we require extraordinary mental
fortitude to restrain the irrationalities of our minds. It's important for us
to distinguish between intelligence and cunning. In our nation, there are
a lot of so-called intellectuals that participate in destructive behaviours.
The ability to make others and oneself happy is intellectual strength.
6.1.4 Spiritual dimension: There is something immortal, eternal, pure
consciousness, bliss, calm, and a source of immense strength, energy,
and knowledge within this mortal body. It has the characteristics of
effulgent light, meaning it is unaffected by birth, ageing, or death. All
divine attributes, including fearlessness, purity, honesty, love,
compassion, and service, flow from it. We are celestial beings in that
sense. Above all other facets of personality, this spiritual dimension is
the most important. In Bhagavad Gita (3:42), Sri Krishna states: "The
intellect is superior to the mind, the subtle organs are superior to the
gross body, and the mind is superior to the organs." The five elements
that make up the physical body are a creation of nature and will return
to their source upon death. However, the divine inside is wholly distinct
from both the subtle and coarse forms of nature. In the Bhagavad-Gita
(5:15), Sri Krishna states, "Knowledge is still obscured by ignorance."
The animals so start to believe falsehoods. When we take away this
curtain of ignorance, the Atman's knowledge will become visible and all
of our tremendous attributes will come to life. Swami Vivekananda said
'Teach yourselves, teach everyone, his real nature, call upon the sleeping
soul and see how it awakes. Power will come, glory will come, goodness
will come, purity will come, and everything that is excellent will come,
when this sleeping soul is roused, to self-conscious activity.’ Swami
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Vivekananda further says: 'If the fisherman thinks that he is the spirit,
he will be a better fisherman; if the student thinks he is the spirit, he will
be a better student. If the lawyer thinks that he is the spirit, he will be a
better lawyer.' But how it can be done? By removing ignorance. All
ignorance is is the impure state of the mind. Only the pure of mind is
capable of realising this divinity. As a result, one should always stay on
the straight and narrow path. Lust, rage, greed, delusion, pride, and
jealousy are the six adversaries. The Divine will appear in that
unadulterated mirror of our minds the instant we push them out of it.
6.2 Sigmund Freud Theory: One of the main proponents of psychodynamic theory,
which offers one of the oldest models of personality theory, is Sigmund Freud.
According to psychodynamic theory, interactions between various mental
components result in the formation of personality. The id, ego, and superego are the
three components that make up Freud's theory of the mind (Coon & Mitterer, 2013).
According to psychodynamic theory, personality is the result of interactions
between these three mental components. According to Freud, the ego is the logical
portion of the intellect, and the ID is founded on basic instincts (Kowalski &
Westen, 2009). The superego, which maintains equilibrium between the ID and ego,
is the mind's governing element. This part of the mind establishes morals and norms
that are required to be fulfilled (Kowalski & Westen, 2009). The ID, ego, and
superego all have competing wishes and thoughts, which lead to the conflict that
exists in the mind. Since there is no way to test or confirm the presence of these
mental components, most of Freud's theories are based on conjecture and
observation, making it impossible to prove his hypotheses.
6.3 Carl Jung theory: The field of analytical psychology was pioneered by Carl Jung
(Boeree, 1997–2006). Psychodynamics' analytical psychology is founded on the
idea put out by Carl Jung that interactions between the subconscious and the
conscious mind form an individual's personality. Dreams, myth, art, and
philosophy, according to Jung, "provided a window into the unconscious realm"
and were therefore crucial to comprehending the psyche (Boeree, 1997–2006).
Although Jung was a pupil of Freud, they did not agree on his emphasis on sex.
According to Boeree (1997)–2006, Jung also held that religion had a fundamental
role in the development of personality. According to Boeree (1997) and Jung
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
(2006), personality is shaped by the mind's interpretation of archetypes that are
partially derived from mythology and religion. Based on his interpretation of
dreams, Jung thought this to be true (Boeree, 1997–2006). Jung also held that
deciphering dreams and using them to comprehend what was happening in the
subconscious was the only way for an individual to become entire or complete
(Boeree, 1997–2006). According to Boeree (1997), Jung called this process of
interpretation "individuation" and thought it was the way to bring the many parts of
the mind into harmony. Similar to Freud, Jung developed his theories based on
presumptions and observations. Although intriguing, Jung's theory is not supported
by science.
6.3.1 Jung’s typology: Initially eight personality types were proposed by
Jung namely ES, EN, ET, EF, IS, IN, IT and IF. But later it was updated
due to inclusion of a new dichotomy of judging and perceiving.

SNo. Typology Type Key attributes

1 ESTJ Director Organised, leader, assertive, rules compliant.
2 ISTJ Inspector / Practical, fact minded, reliable.
Logistician
3 ENTJ Commander Bold, imaginative, strong will.
4 INTJ Architect Imaginative, planner, creative.
5 ESTP Persuader / Smart, energetic, quick decision makers
Entrepreneur
6 ISTP Crafters / Independent, goal driven, innovative.
Virtuoso
7 ENTP Debaters Smart curious, intellectual.
8 INTP Thinker / Innovative, curious, logical, analyser.
Logician
9 ESFJ Caregiver / Caring, helpful, social, and popular.
Consul
10 ISFJ Protector / Care, compassion, sensitive, protective.
Defender
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
11 ENFJ Giver / Charismatic, inspiring, natural leader,
Protagonist selfless, supportive.
12 INFJ Advocate Logic driven, emotion driven, mystical,
idealist.
13 ESFP Performer / Spontaneous, pragmatic, energetic,
Entertainer enthusiastic.
14 ISFP Artist / Artistic, charming, explorer, aesthetic
Adventurer qualities.
15 ENFP Champion / Creative instinct, problem solver, strong
Campaigner leader, sociable, enthusiast.
16 INFP Mediator / Empathetic, good spokesperson, poetic, kind,
altruistic.

6.3.2 Significance of Jung’s typology: In addition to aiding in your self-

awareness and self-development, Jungian typology may:
i. Create the ideal professional path: You can discover
employment that better suit your skills and are more pleasurable
for you by using assessments based on the Jung typology. These
tests usually identify your strengths and allow you to link your
qualities to the skills that specific occupations require. For
example, if you are an INTP and have a strong logical
perspective on information, you might find success in the data
analysis field.
ii. Avoid and resolve disputes: You can modify your
communication style to promote a healthy work environment if
you are aware of how your personality relates to other
personality types. Conflicts can also be avoided or resolved more
skillfully. For example, if you are an ESTP and you tend to be
impatient, you might want to try pausing before reacting to
situations that make you uncomfortable.
iii. Make a plan for your own personal development: You can
see areas for improvement once you are aware of your strengths
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
and shortcomings. For instance, you can conclude that although
you haven't been making the most of your qualities, you like
them. This could therefore inspire you to pursue professional
advancement.
6.4 Abraham Maslow’s theory: Abraham Maslow is arguably one of the most
significant and prominent personality theorists. Maslow developed the theory
known as the Hierarchy of Needs. According to this view, various levels of demands
dictate and drive behaviour and personality (Maslow, 1943). in the most
fundamental sense. According to Maslow's Hierarchy of Needs, people act in ways
that correspond to the satisfaction of their basic needs. Lower-level wants, like food
and shelter, must be met before higher-level needs, like love and self-actualization
(Maslow, 1943). Maslow's idea is interesting and useful for a wide range of tasks,
not only personality testing. For instance, the corporate sector has embraced
Maslow's theory as a template for developing motivational tactics. Maslow offers
the most useful and verifiable explanation of personality among the other theories
since it is predicated on actual, attainable objectives. Both social and professional
behaviour have been examined through the lens of this idea. The goal of personality
theories is to give light on human thought and behaviour. Even if a lot of these
theories are intriguing, there is currently a dearth of scientific data supporting them
or the resources to examine them. This means that the range of personality and
behaviour may only be partially explained by these hypotheses.

Practice Questions

1. Define social media. Describe the plan for developing the content for social media.
2. List the KPI’s for a social media. Explain their significance.
3. Discuss email etiquettes. How we write a proper e mail? Explain giving the structure
of mail.
4. Compare and contrast webinar and seminar. How it differs from webcast? Explain the
main applications of a webinar.
5. Define podcast. Discuss various types of podcasts giving examples. How a podcast
differs from a broadcast?
6. Define blog & vlog. Explain the steps to create an effective blog.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social Media
by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
7. ‘Today we feel the necessity of ethical & moral use of social media’. Why do you
think so? Comment critically.
8. Define personality. Why speech qualifies as an important part of personality? Explain.
9. Discuss type A & type B personalities.
10. Describe Jung’s typology giving 16 personalities as proposed by Myers-Briggs.
11. Discuss DISC behavioural types.
12. Explain the concept of personality & character building from the perspective of
Swami Vivekananda.
13. List the dimensions of personality according to Swami Vivekananda. Explain them.
14. Discuss the personality theories as given by Jung, Maslow & Freud.
15. Explain Jung’s typology. How it is beneficial to us?

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