Short Workplace Messages

and Digital Media

CHAP TER

5
Learning Outcomes
After studying this chapter,
you should be able to do
the following:

1 Examine the profes-

sional usage, structure,
and format of e-mails and
memos in the digital era
workplace.

2 Explain workplace mes-

saging and texting includ-
ing their liabilities and
best practices.

3 Identify professional
applications of business
podcasts and the profes-
sional standards underpin-
ning them.

4 Describe how businesses

use blogs to connect with
internal and external

ESB Professional/Shutterstock.com
audiences.

5 Discuss business organi-

zations’ external and inter-
nal social media practices
as well as the risks inher-
ent in Internet use today.

5-1 Communicating in the Digital Age

With E-Mails and Memos
Enabled by technology, our lives have become social and mobile. Social media such
as Facebook, YouTube, Instagram, and Twitter have transformed communication from
one-on-one online conversations to one-to-many transmissions. Users create, edit,
and consume content, review products, and share information as well as media. The
distinction between online and offline is becoming blurry as our virtual and real-life
connectedness intertwine. As we engage socially almost all the time, our reliance on
smartphones and other electronic devices only keeps growing.
112
 In many businesses ever-smaller laptops, netbooks, smartphones, and tablets are
making desktop computers obsolete. Powerful mobile devices largely access data and
applications stored in the cloud—in remote networks—not on individual computers
LEARNING
OUTCOME 1
Examine the professional
in an office. Virtual private networks (VPNs) offer secure access to organizations’ usage, structure, and format
information from any location in the world that provides an Internet connection. For of e-mails and memos in the
better or for worse, businesspeople are increasingly connected 24/7. digital era workplace.
Even if you are Internet and social media savvy, you may need to know how
businesses use communication technologies to transmit and share information. This
chapter discusses short forms of workplace communication, beginning with e-mail,
which many workers love to hate, and memos, which are fading away but still necessary
in many organizations.
Furthermore, you will learn about workplace messaging, interoffice chat
applications, and comprehensive internal communication platforms. You will study
business podcasts, corporate blogs, and professional social media use before exploring
many contemporary cyberthreats. Familiarizing yourself with workplace technologies
and best practices can save you time, reduce blunders, and boost your credibility as a
professional.

5-1a E-Mail: Going Strong at Fifty

Workplace e-mail is unlikely to go away. Roughly 50 years after the first e-mail was sent, “I can see email
total e-mail traffic keeps growing 4 percent a year worldwide.1 Office workers receive lasting tens of thou-
on average 120 messages a day; globally, 125 billion business e-mails are exchanged sands of years, as
daily. 2 Despite chat, texting, and mobile messaging of all kinds, most business preposterous as that
messages are still sent by e-mail.3 Moreover, when it comes to marketing, e-mail is sounds. If email is
very much alive and kicking, as we will see in Chapter 8. Tech expert Alexis Madrigal ever killed, it will be
is one of many staunch defenders of e-mail. “You can’t kill email!” he claims. “It’s the replaced with some-
cockroach of the Internet, and I mean that as a compliment. This resilience is a good thing that has all its
thing.”4 virtues and all its
Neither social media, augmented reality, and video chatting, nor phishing, hacking, problems as well. It’s
and spam have diminished the high importance of e-mail in the workplace. Not even an open system that
popular workplace applications such as the team communication and collaboration anyone can partici-
tool Slack are likely to replace e-mail anytime soon.5 One e-mail proponent argues that pate in and that has
e-mail is technologically far superior to social media, messaging, and collaboration a global name space.
platforms; he offers advice on turning e-mail into the biggest, “least-distracting,” and It’s a protocol that’s
most sophisticated social network, but one that is offering greater privacy.6 decades old and has
E-mail has replaced paper memos for many messages inside organizations and thousands of clients
some letters to external audiences. Most businesspeople (85 percent) now first open that support it.”8
their e-mail on mobile devices.7 Because you can expect to use e-mail extensively to
Stewart Butterfield, CEO
communicate at work, it’s smart to learn how to do it expertly. You may have to adjust
of Slack Technologies
the messaging practices you currently follow for texting, chatting, and posting on
Instagram, Snapchat, or Facebook, but turning out professional e-mails is an easily
attainable goal.

5-1b Common Complaints About E-Mail

Although e-mail is recognized as the mainstay of business communication, it’s not
always done well. Business journalist Suzy Welch is emphatic that sloppiness and
mistakes are not an option: “You may like to write off-the-cuff, train-of-thought
messages, because it’s fast and easy,” she says, “but no one wants to receive them,
OK? No one.”9 Author Vicky Oliver insists that more than one typo per e-mail is
unprofessional. She also complains about impersonal “one-line emails that are so
transactional they sound like an automaton is responding.”10 Goldman Sachs CEO
David Solomon is eager to hire graduates with liberal arts backgrounds because writing
skills in general are increasingly harder to find, he laments.11

Chapter 5: Short Workplace Messages and Digital Media 113

 E-Mail Overload. In addition to the complaints about confusing and poorly written
e-mails, many people are overwhelmed with too many messages. Workers report that
they spend about five hours a day reading and writing e-mail—approximately three
hours on work e-mail and two hours on personal messages.12 Social computing expert
Gloria Mark says that e-mail use is about being in control, stressing out workers who
struggle in vain to bring down their clogged inboxes to zero. For a study Mark cut off
participants from e-mail for a week and found significant reductions in stress levels.13
Each day more than 4 billion global e-mail users exchange almost 310 billion e-mails.14
Some of those messages are unnecessary, such as those that merely confirm receipt
of a message or ones that express thanks. The use of Reply all adds to the inbox,
irritating those who have to skim and delete dozens of messages that barely relate to
“Email never goes them. Others blame e-mail for eliminating the distinction between work life and home
away, ever, ever, ever. life—now more than ever in the wake of the COVID-19 pandemic because employees
The rule of thumb is working remotely feel an urgency to be available 24/7 and respond immediately.
if you wouldn’t say it The Scary Permanence of Digital Messages. Still other e-mail senders fail to recognize
to your mother, don’t how dangerous e-mail can be. After deletion, e-mail files still leave trails on servers
put it in an email. within and outside organizations. Long-forgotten messages may turn up in court cases
Emails are archived as damaging and costly evidence—for example, BP engineer Brian Morel’s e-mail to
like crazy. They are a colleague before the disastrous explosion of the Deepwater Horizon oil platform off
on servers you have the coast of Louisiana that killed 11 workers: “This has been a nightmare well which has
never heard of.”15 everyone all over the place.” This and other incriminating e-mails prompted BP to agree
to a decade-long compensation process totaling $65 billion to settle 300 lawsuits.16
Judith Kallos,
Organizations can legally monitor their staff’s personal e-mail accounts too if the
etiquette expert
workers access them on the company’s computer network. Moreover, if employees set
up their company’s e-mail on their smartphones, they have given their employer the
right to remotely delete all personal data on that mobile device.17 Even writers with
nothing to hide should be concerned about what may come back to haunt them. Your
best bet is to put nothing in an e-mail message that you wouldn’t post on your office
door. Also be sure that you know your organization’s e-mail policy before sending
personal messages or forwarding work-related information to your personal e-mail
account. Estimates suggest that almost 30 percent of bosses have fired an employee
for Internet or e-mail-related misuse.18
Despite its dark side, e-mail has many advantages and remains a prime
communication channel. Therefore, it’s to your advantage to learn when and how to use
it efficiently and safely.

5-1c Knowing When E-Mail Is Appropriate

Short informal messages mostly travel by text, instant message, or chat. In comparison,
e-mail is appropriate for longer, more involved, and well-organized messages that may
provide or request information and respond to inquiries. It is especially effective for
messages to multiple receivers and messages that must be archived (saved). An e-mail
is also appropriate as a cover document when sending longer attachments.
E-mail, however, is not a substitute for face-to-face conversations or telephone
calls. These channels are much more successful if your goal is to convey enthusiasm or
warmth, explain a complex situation, present a persuasive argument, or smooth over
disagreements. One expert advises delivering messages in person when they “require
a human moment”—that is, those that are emotional, require negotiation, and relate
to personnel.19 Researchers have found that people are 34 times more likely to comply
with in-person requests than those sent by e-mail; the scholars also established that
most office workers overestimate the persuasiveness of e-mail.20

5-1d Composing Professional E-Mails

Professional e-mails are quite different from messages you may send to friends. Instead
of casual words tossed off in haste, professional e-mails are well-considered messages

114 Chapter 5: Short Workplace Messages and Digital Media

that involve all three stages of the writing process. They have compelling subject lines,
appropriate greetings, well-organized bodies, and complete closing information. The
following writing plan will help you create information e-mails quickly.

Information E-Mails
SUBJECT LINE: Summarize the main idea in condensed form.
OPENING: Reveal the main idea immediately but in expanded form (complete
sentences).
BODY: Explain and justify the main idea using headings, bulleted lists, and
other high-skim techniques when appropriate.
CLOSING: Include (a) action information, dates, or deadlines; (b) a summary of
the message; or (c) a closing thought.

Draft a Compelling but Concise Subject Line. A crucial part of an e-mail is its subject
line—not surprising when writers can expect that their messages will be viewed on
mobile devices by busy people. Avoid meaningless statements such as Help, Urgent, or
Meeting. Summarize the purpose of the message clearly and make the receiver want to
open the message. Try to include a verb (Need You to Attend Las Vegas Trade Show). In
some instances the subject line can be the entire message (Meeting Location Changed
to Conference Room II). Also be sure to adjust the subject line if
the topic changes after a thread of replies emerges. Subject lines should appear as
a combination of uppercase and lowercase letters—never in all lowercase letters or
all caps.

Poor Subject Lines Improved Subject Lines

Budget Report Need You to Prepare a Budget Report

Division Meeting Middle Atlantic Division Meeting

Rescheduled for April 22

Important! Please Schedule Your OSHA Safety Training

Parking Permits New Employee Parking Permits Available

From HR

Include a Greeting. To help receivers see the beginning of a message and to help
them recognize whether they are the primary or secondary receiver, include a greeting,
also called a salutation. The greeting sets the tone for the message and reflects your
audience analysis. For friends and colleagues, try friendly greetings (Hi, Lara; Thanks,
Lara; Good morning, Lara; or Greetings, Lara). For more formal messages and those to
outsiders, include an honorific and last name (Dear Ms. Ingram). When a given name is
gender-neutral (unisex), and the gender of identity is not known, omit the honorific. Use
the full name of the recipient instead (Dear Robin Gray).
Organize the Body for Readability and Tone. In the revision phase, ask yourself
how you could make your message more readable. Did you start directly? Did you
group similar topics together? Could some information be presented with bulleted or
numbered lists? Could you add headings—especially if the message contains more
than a few paragraphs? Do you see any phrases or sentences that you could condense?
Get rid of wordiness, but don’t sacrifice clarity. If a longer sentence is necessary for
comprehension, then keep it. To convey the best tone, read the message aloud. If it
sounds curt, it probably is.

Chapter 5: Short Workplace Messages and Digital Media 115

 Close Effectively. At the end of your message, include an action statement with due
dates and requests. Although complimentary closes are unnecessary, you might include
a friendly closing such as Many thanks or Warm regards. Do include your name because
messages without names become confusing when forwarded or when they are part of a
long thread of responses.
For most messages, include full contact information in a signature block, which your
e-mail application can insert automatically. Model Document 5.1 illustrates a typical
information e-mail that starts directly and displays proper formatting. It also illustrates
how a draft can be revised to improve readability.

5-1e Keeping Your Inbox in Check

The difficulty of
expressive writing Instead of letting your inbox consume your time and crimp your productivity, you
isn’t new . . . but can control it by observing a few time-management strategies. The most important
what’s relatively strategy is checking your e-mail at set times, such as first thing in the morning and
recent is the over- again after lunch or at 4 p.m. To avoid being distracted, be sure to turn off your audio
whelming amount of and visual alerts. No fair peeking! If mornings are your best working times, check your
electronic exchanges e-mail later in the day. Discuss with our boss your schedule for responding and share it
we have with people with your colleagues.
whose personalities Another excellent time-saver is the two-minute rule. If you can read and respond
we only know digi- to a message within two minutes, then take care of it immediately. For messages that
tally. Without the require more time, add them to your to-do list or schedule them on your calendar. To
benefit of vocal be polite, send a quick note telling the sender when you plan to respond. Blogger and
inflections or physi- podcaster Merlin Mann suggests that “Your job is not to read an email and then read it
cal gestures, it can be again.” Instead, he recommends taking one of five steps right away: delete, delegate,
tough to tell e-sar- respond, defer, or do.22
castic from e-serious,
or e-cold from e-for- 5-1f Replying Efficiently With Down-Editing
mal, or e-busy from
When answering e-mail, a useful skill to develop is down-editing. This involves
e-angry.”21
inserting your responses to parts of the incoming message. After a courteous opening,
Eric Jaffe, your reply message will include only the parts of the incoming message to which you
editor and author are responding. Delete the sender’s message headers, signature, and all unnecessary
parts. Your responses can be identified with your initials if more than one person will
be seeing the response. Another efficient technique is to use a different font color for
your down-edits. It takes a little practice to develop this skill, particularly formatting
the e-mail, but the down-edited reply reduces confusion, saves writing and reading
time, and makes you look professional. Figure 5.1 shows additional best practices for
managing your e-mail.

5-1g Writing Interoffice Memos

In addition to e-mail, you should be familiar with another workplace document type,
the interoffice memorandum. Although e-mail has largely replaced memos, you may
still be called on to use the memo format in specific instances. Memos are necessary
for important internal messages that (a) are too long for e-mail, (b) require a permanent
record, (c) demand formality, or (d) inform employees who may not have work e-mail,
such as those in manufacturing or construction. Within organizations, memos deliver
changes in procedures, official instructions, and reports.
The memo format is particularly necessary for complex, lengthy internal messages.
Prepared as memos, long messages are then delivered as attachments to e-mail cover
messages. Memos seem to function better as permanent records than e-mail messages
because the latter may be cumbersome to store and may contain a long thread of
confusing replies. E-mails also may change the origination date whenever the file is
accessed, thus making it impossible to know the original date of the message.

116 Chapter 5: Short Workplace Messages and Digital Media

Model Document 5.1 Creating an Information E-Mail

Options... HTML

To: Angel Fuentes <[email protected]>

From: Harley Dominic <[email protected]>
Uses meaningless
Subject: Problems subject line

Pursuant to your recent request, I am responding with this e-mail. Your inquiry of May 6 Fails to reveal
suggested that you wanted to know how to deal with the database problems. purpose quickly

The biggest problem is that it contains outdated information, including customers who Buries two problems
haven’t purchased anything in five or more years. Another problem is that the old data- and three-part
base is not compatible with the new Access software used by our mailing service, and solution in huge
paragraph
this makes it difficult to merge files. I think I can solve both problems by starting a new
database. This would be where we put the names of all new customers. And we would
have it keyed using Access software. Next we need to learn whether our current custo- Forgets to conclude
mers wish to continue receiving our e-mail updates and product announcements. Finally, with next action and
we would rekey the names of all active customers in the new database. Make sense? end date

Options... HTML

To: Angel Fuentes <[email protected]>

Includes informative From: Harley Dominic <[email protected]>
subject line Subject: How to Improve Our Customer Database

Angel,

States purpose As you requested, I am submitting my recommendations for improving our customer
concisely in the database. The database has two problems. First, it contains many names of individu-
opening and high-
lights two problems
als who have not made purchases in five or more years. Second, the format is not
compatible with the new Access software used by our mailing service.

The following three steps, however, should solve both problems:

1. Start a new database. Effective immediately, enter the names of all new
customers in a new database using Access software.
Organizes main
points in numbered 2. Determine the status of customers in our old database. Send out a mailing ask-
list for readability ing whether recipients wish to continue receiving our e-mail updates and product
announcements.

3. Rekey the names of active customers. Enter the names of all responding
customers in our new database so that we have only one active database.

Closes with key These changes will enable you, as team leader, to send mailings only to active
benefit, deadline, customers. Please let me know by May 13 whether you think these recommendations
and next action
are workable. If so, I will investigate costs before starting work on our spring campaign.

Harley Tips for Formatting E-Mail Messages

Harley Dominic | Senior Marketing Manager After To, insert the receiver’s e-mail address.
[email protected] | 818-435-4009 In most e-mail programs, this task is automated.
Your name and/or e-mail address should be inserted
automatically by your e-mail client in the From field.
After Subject, present a clear summary of the message.
Include a salutation (Angel; Hi, Angel) or honorific
and last name (Dear Mr. Fuentes, especially in
messages to external audiences).
Double-space (skip one line) between paragraphs.
Do not type in all caps or in all lowercase letters.
Include full contact information for messages to
external recipients; perhaps shorten in internal
messages.

Chapter 5: Short Workplace Messages and Digital Media 117

Figure 5.1 Best Practices for a Better E-mail

Getting Started Replying Observing Etiquette Closing Effectively

Don’t write if another Scan all e-mails, especially Obtain approval before End with due dates, next
channel—such as IM, those from the same forwarding. steps to be taken, or a
tweet, or a phone person. Answer within 24 Soften the tone by including friendly remark.
call—might work better. hours or say when you will. a friendly opening and Add your full contact
Send only content you Change the subject line if closing. information including social
would want to be the topic changes. Check Resist humor and sarcasm. media addresses.
published. the threaded messages Absent facial expression Edit your text for readability.
Write compelling subject below yours. and tone of voice, humor Proofread for typos or
lines, possibly with Practice down-editing; can be misunderstood. unwanted auto-corrections.
names and dates: include only the parts from Avoid writing in all caps, Double-check before hitting
Jake: Can You Present at the incoming e-mail which is like SHOUTING. Send.
January 10 Staff Meeting? to which you are
responding.
Start with the main idea.
Use headings and lists.

When preparing e-mail attachments, be sure that they carry sufficient identifying
information. Because the attachment may become separated from the cover e-mail
message, it must be named thoughtfully. Preparing the e-mail attachment as a memo
provides a handy format that identifies the date, sender, receiver, and subject.
Comparing Memos and E-Mails. Memos have much in common with e-mails. Both
usually carry nonsensitive information that may be organized directly with the main idea
first. Both have guide words calling for a subject line, a dateline, and the identification
of the sender and receiver. To enhance readability, both should be organized with
headings, bulleted lists, and enumerated items whenever possible.
Similarities. E-mails and memos both generally close with (a) action information,
dates, or deadlines; (b) a summary of the message; or (c) a closing thought.
An effective memo or e-mail closing might be Please create a slideshow featuring
our new product line by April 20 so that we are prepared for the trade show in May.
In more detailed messages, a summary of main points may be an appropriate closing.
If no action request is made and a closing summary is unnecessary, you might end with
a simple concluding thought (I’m glad to answer your questions or This sounds like a
worthwhile project).
Differences. You need not close messages to coworkers with goodwill statements
such as those found in e-mails or letters to customers and clients. However, some
closing thought is often necessary to avoid sounding abrupt. Closings can show
gratitude or encourage feedback with remarks such as I sincerely appreciate your help
or What are your ideas on this proposal? Other closings look forward to what’s next,
such as How would you like to proceed? Avoid closing with overused expressions such
as Please let me know if I may be of further assistance. This ending sounds mechanical
and insincere.
In Model Document 5.2, notice how interoffice memos are formatted and how they
can be created to improve readability with lists, tables, and white space.

118 Chapter 5: Short Workplace Messages and Digital Media

 Model Document 5.2 Formatting an Interoffice Memo

1 inch
On-Camera Audience Services
2 blank lines
M E M O R A N D U M
2 blank lines
Date: June 10, 2022
1 blank line
To: Avi Alvarado, President
Aligns all 1 blank line
heading words From: Eden Silva, Special Events Manager Provides writer’s
with those 1 blank line handwritten
following Subject: Enhancing Our Website (or electronic)
Subject 1 or 2 blank lines initials after
printed name
As you requested, I am submitting the following suggestions for improving
our website. Because interest in our audience member, seat-filler, and usher and title
services is growing at a startling rate, we must use our website more
strategically. Here are three suggestions.
1. Explain Purpose. Our website should explain our purpose more explicitly. We Uses ragged
Leaves side specialize in providing customized and responsive audiences for studio produ- line ending—not
margins of 1 ctions and award shows. The website should distinguish between audience justified margin
to 1.25 inches members and seat fillers. Audience members have a seat for the entire taping
of a show. Seat fillers sit in the empty seats of celebrity presenters or perfor-
mers so that the front section does not look empty to the home audience.
2. List Events. I suggest that our Web designer include a listing such as the
following so that readers recognize the events and services we provide:

Audience Members Fillers and Ushers Presents data

Event Provided Last Year Provided Last Year in columns with
headings and
Daytime Emmy Awards 53 15 white space for
Grammy Awards 34 17 easy reading
Golden Globe Awards 29 22
Screen Actors Guild Awards 33 16

3. Answer Questions. Our website should provide answers to frequently asked

questions such as the following:
Do audience members or seat fillers have to pay to attend the event?
How often do seat fillers have to move around?
Will seat fillers be on camera?
Omits a closing Our website can be more informative and boost our business remarkably if we
and signature implement some of these ideas. Are you free to talk about these suggestions at
10 a.m. on Tuesday, June 15?
Tips for Formatting Memos
Set 1-inch top and bottom margins.
Set left and right margins of 1 to 1.25 inches.
Include the optional word MEMO or MEMORANDUM
as the heading.
Set one tab to align entries evenly after Subject.
Single-space all but the shortest memos.
Double-space between paragraphs.
For a two-page memo, use a second-page heading with the
addressee’s name, page number, and date.
If you print a hard copy, handwrite your initials after your typed
name. Alternatively, in Adobe Acrobat add your electronic initials.
Place bulleted or numbered lists flush left or indent them 0.5
inches.

Chapter 5: Short Workplace Messages and Digital Media 119

 5-2 Messaging and Texting at Work
LEARNING
OUTCOME 2
Explain workplace messag-
Instant messaging (IM) has become a powerful communication tool in the office
and on the go. IM enables two or more individuals to communicate in real time by
exchanging brief text-based messages. Companies large and small now provide live
ing and texting including online chats staffed with customer service representatives during business hours,
their liabilities and best in addition to the usual contact options, such as telephone and e-mail. Increasingly,
practices. AI-powered automated chat bots are replacing humans for routine inquiries 24/7.
Facebook Messenger, WhatsApp, WeChat, Skype, and Snapchat and some browsers
have built-in instant messaging (chat) functions. Slack is the most popular enterprise
instant messaging and group chat tool.
Text messaging, or texting, is another popular means for exchanging brief
messages in real time. Usually exchanged via smartphone, texting requires a short
message service (SMS) supplied by a wireless service provider. A new system, rich
communication services (RCS), promises advanced features such as multimedia-
enhanced texts that can be customized for more appealing opt-in text alerts and
mobile marketing. Increasingly, both instant and text messages are sent from mobile
devices as 81 percent of Americans now own smartphones and many depend on them
for Internet access.23
Fueled by online security and legal compliance concerns, business enterprises are
combining multiple communication functions behind corporate firewalls. For example,
Adobe Systems has developed Unicom. The Unified Communications Tool is an all-
in-one internal communication platform connecting coworkers anywhere by chat,
Twitter-like microblogging, and employee directory access, as well as by e-mail and
phone. Figure 5.2 shows a screenshot of such an integrated internal communication

Figure 5.2 All-in-One Messaging on an Internal Enterprise Network

To create a platform
Search for secure and legally
compliant internal com-
Favorites Logs Chats All munication, large com-
panies have introduced
Go ahead, post!
Gary Goreman powerful networks
Senior Studio Designer
Monica Meyer behind corporate fire-
Update your status Any idea how the voicemail feature works in other walls that combine vari-
locations (like Hamburg, Germany) ...?
ous capabilities in one:
Calendar Available
All e-mail, chat, Twitter-like
Gregorio Sanchez short messaging, and
Phone 408-635-5000 Ext. 87045 Is anyone reading the feedback on bugs? directory access by
I've submitted a bunch and had no responses at all.
Video Start a video session Want to know I'm not wasting my time. phone. All workers
need to be professional;
All
Chat Start a chat session they are always on
Email [email protected]
Stephen Robinson display. Everyone from
Why do I always show as "not connected"? I tried connecting
via VPN, no help... can't make any calls, yet can use vibes from rookie coder to
Location San Jose, CA CEO is on the system.
All
Department Global Design
James Ridell
Can we have some Emoticons please?
Manager Wes Cooper
All
Type Regular
Vicky Ramirez-Villa
About Me Part of the global studio No vibes during SJ shutdown? Come on... :)
design team located in
San Francisco and Beijing,
All
I use Aruba tools to tell
stories with video.
Carole McKaye
Is it possible to retrieve chat history?

120 Chapter 5: Short Workplace Messages and Digital Media

system. Another great benefit is presence functionality. Coworkers can locate each
other online, thus avoiding wild goose chases hunting someone who is out of the office.
Messaging avoids phone tag and eliminates the downtime associated with personal
telephone conversations. The immediacy of instant and text messaging has created
many fans, not least because users know right away whether
a message was delivered.

5-2a Benefits of Instant Messaging and Texting

The major attraction of instant messaging is real-time communication with colleagues
anywhere in the world—if a cell phone signal or a Wi-Fi connection is available.
Facebook’s Messenger and WhatsApp, Apple’s iMessage, and Snapchat are popular
“Texting is not the
consumer messaging apps that can also be spotted on the job. Because IM allows
venue to convey deli-
people to share information immediately and make decisions quickly, its impact on
cate or difficult infor-
business communication has been dramatic. Slack’s group chat capability enables
mation. As with other
coworkers on far-flung project teams to communicate instantly or review the chat
digital communica-
history afterward.
tion, be careful about
Like instant messaging, texting can substitute for voice calls, delivering messages
what you type—
between mobile phone users quickly and discreetly. Organizations around the world
remember that your
provide news alerts, financial information, and promotions to customers via text.
words can live on for-
Credit card accounts can be set up to notify account holders by text or e-mail of
ever in a screenshot.
approaching payment deadlines. Embracing opt-in text marketing, Airbnb, DoorDash,
Once you hit send,
Lyft, Nordstrom, Subway, and hundreds of other businesses engage consumers
it’s out of your con-
with coupons, games, and other offers. Text alerts sent by Old Navy are shown in
trol. . . . Every piece
Figure 5.3. Some businesses (e.g., Target and Domino’s Pizza) use SMS for recruitment,
of communication
first by inviting applicants to opt in with a short code so that they may receive text
[reflects] your profes-
updates at each stage of the hiring process.
sionalism, including
a simple text. . . . As
with every form of
Figure 5.3 Old Navy Uses SMS Marketing
communication, spell-
ing and punctuation
count.”24
Diane Gottsman,
etiquette expert, owner
of The Protocol School
of Texas
Messages 655-671 Details

Text Message
Today 10:28 PM
6046

Old Navy Deal Alerts: Reply Y

to agree to 1 automated msg/wk
with deals to this number. Not
Old Navy Deal Alerts: Reply Y Old Navy encourages consumers to sign up
required for purchase. to agree to 1 automated msg/wk for its mobile alert program. Once customers
Msg&data rates apply
www.oldnavy.com/text with deals to this number. Not opt in by texting their nearest store’s dedicated
required for purchase.
Y short code 653-689 (old-navy), they receive
Msg&data rates apply
Old Navy Deal Alerts: Thanks,
www.oldnavy.com/text text messages announcing sneak peeks at new
your $5 off $35 offer will be
sent to you tomorrow! 1 msg/ merchandise, rebates, and exclusive offers.
week. Reply STOP to quit Reply
HELP for help. Msg&data rates Marketers report faster response times and
may apply.
Old Navy Deal Alerts: Thanks, increased engagement over other communica-
your $5 off $35 offer will be tion channels such as e-mail.
sent to you tomorrow! 1 msg/
week. Reply STOP to quit Reply
Text Message Send
HELP for help. Msg&data rates
may apply.

Chapter 5: Short Workplace Messages and Digital Media 121

 5-2b Risks of Messaging Apps and Texting
Despite their popularity among workers, some organizations forbid employees to use
texting and instant messengers unless these tools are job-relevant and enterprise-
grade. Employers consider chat and messaging yet another distraction in addition
to phone calls, e-mail, and the Internet. Some organizations also fear that employees
using free consumer-grade instant messaging apps could reveal privileged information
and company records. Fearing charges of impropriety such as insider trading or
interest rate manipulation following the Libor scandal, firms ranging from JPMorgan
Chase, Barclays, and Citigroup to Deutsche Bank have restricted or completely banned
messaging and chat apps.25
Compliance Requirements and Security. The SEC and other regulators require
that financial services firms track and store all written business communication.
Banks monitor e-mails and chats on company devices and limit personal phones and
messaging. However, the task may be overwhelming and onerous to some, which is
why many employees are eluding oversight by communicating via encrypted apps such
as WhatsApp, iMessage, and WeChat.26 Messages on Signal or Snapchat can be set to
disappear altogether, causing regulators and employers compliance headaches and
fear of fraud. Bring-your-own-device (BYOD) policies may give employers access to
workers’ personal devices.
Companies also worry about phishing (fraudulent schemes), viruses, and malware
(malicious software programs). Like e-mail, any type of message and all other electronic
records are subject to discovery (disclosure); that is, they can become evidence in
lawsuits.
Liability Burden. A worker’s improper use of mobile devices while on company
business can expose the organization to staggering legal liability. The CDC reports
that even a nonfatal injury crash at work caused by distraction costs businesses on
average almost $72,500. Citing growing evidence, the agency also warns that hands-
free devices are just as distracting as handheld phones.27 When workers use messaging
apps or texts to harass other workers, the employer may be culpable unless explicit
rules and enforcement measures exist.
Organizations are fighting back to raise awareness and diminish liability. They
are instituting detailed media use policies, now covering encrypted and ephemeral
“Slack is a compul-
messaging apps. Businesses also protect themselves with formal employee training and
sion, a distraction.
technology tools such as monitoring, filtering, and blocking.
A burden. Often,
though, our com-
plaints about it carry 5-2c Best Practices for Instant Messaging and Texting
a note of aggrieved Before messaging on the job, be sure to seek approval. Because unsolicited text
resignation. They’re messages might seem invasive, ask permission first. Do not download and use third-
delivered in the same party apps without checking with your supervisor. If your organization does allow
tone used for laments messaging or texting for work, you can use it efficiently and professionally by following
regarding air travel, these guidelines:
Facebook, or Time
Warner. Slack has ■ Comply with company policies: social media use, code of conduct, and ethics
become another util- guidelines, as well as harassment and discrimination policies.
ity we both rely on ■ Don’t disclose sensitive financial, company, customer, employee, or executive
and resent.”29 data, and don’t say anything that could damage your reputation or that of your
Molly Fischer, editor organization.
and feature writer, ■ Avoid harassment and discriminatory content against classes protected by law (race,
New York Magazine’s
color, religion, sex, sexual orientation, national origin, age, and disability).
The Cut
■ Don’t forward or link to inappropriate photos, videos, and art.

122 Chapter 5: Short Workplace Messages and Digital Media

 commit to their complete cloud-based environment, Google, Microsoft, Adobe, and
others offer popular office suite bundles that generally include personal productivity,
communication, collaboration, and content management tools. Microsoft 365 (Skype,
Teams), Google’s G Suite (Hangouts), and Salesforce (Quiq) dominate the workplace. As
of now, though, Slack is outperforming the giants.
The Upside. At 10 million daily users, Slack is popular mostly with small businesses
and start-ups—so much so that it has become a verb: Slack me or Yes, we Slacked.30
Enterprise group chat apps such as Slack appeal to many workers because they
declutter e-mail inboxes, simplify workplace communication, and function as digital
water coolers with chat rooms (channels) to socialize in. One of Slack’s main benefits is
increased camaraderie as workers collaborate on main channels but also congregate in
private channels to chat about mundane topics. Slack facilitates conversations across
dispersed teams and time zones. Software developers, for example, tend to be heavy
users. Reviewers of Slack uniformly praise its intuitive interface and ease of use for local
and remote teams. They also like the seamless integration of other productivity tools
with Slack, such as G Suite and Dropbox.31
Unlike e-mail, Slack is ideal for quick answers and efficient back-and-forth exchanges,
but it is not suited for information dumps or lengthy discussions. Employers approve of
Slack because they can securely monitor, log, and archive all communication.
The Downside. Slack critics cite three major problem areas: distraction, spillover
of workplace messaging into home life, and rude behavior on the platform. Often
businesses deploy Slack expecting that collaboration will happen magically without
providing guidance how to use the platform. Some workers find Slack so distracting
that they refuse to use it, while others cannot disengage from it. Training sessions
and snoozing Slack notifications help doubters focus on work. Silencing channel
notifications during downtime reduces the pressure to respond instantly and thus
fosters a better work-life balance.32 Without clear rules, workers can get overwhelmed.
A recent spate of class action lawsuits has centered on the use of digital workplace and
mobile apps during rest periods and outside of business hours, as Slack and similar
apps are erasing the line between work and leisure. 33
As for misconduct, the reviews are mixed. Some
executives praise Slack for having a positive effect on
workplace culture by providing workers with a platform
to share professional and personal information. However,
it’s precisely the informality of Slack chat, experts say,
that can also be “an incubator for misbehavior” because
distinctions between professional and personal can blur. 34

5-2f Slack Etiquette

Tada Images/Shutterstock.com

Because Slack has the look and feel of a social media

network like Facebook or Twitter, users easily slip into
iMessage lingo, slang, and informal conversations. Also,
chat platforms foster friendships at work, and friends
tend to be casual with each other. Slack is much less
formal than e-mail. To avoid the danger of accidental
Slack is ideal for quick oversharing and forgetting you are at work, follow this “ultimate Slack etiquette
and efficient back-and- guide”35:
forth exchanges. Its inter-
face is intuitive and easy ■ Stay away from slang and acronyms with swear words in them. Experts agree,
to use. Employers like swearing still has no place at work. Anticipate future readers on Slack who might
Slack because they can dislike an ill-mannered style. Slang and trendy words grow stale quickly and aren’t
monitor, log, and archive always understood.
all communication. Some
users complain that Slack ■ Avoid talking about job hunting, illness, finances, or hating coworkers. The
is distracting. company reads your Slack messages. It can legally access any content that passes

124 Chapter 5: Short Workplace Messages and Digital Media

 through work devices. Keep personal issues to yourself. All chats are saved on Slack.
Oversharing is forever.
■ Shun arguments. Through a false sense of familiarity, encrypted and ephemeral
apps induce people to talk in ways they wouldn’t in person. Slack may enable
passive-aggressive speech and bullying. Avoid embarrassment when meeting the
person in the lunchroom.
■ Compliment your coworkers. Highlight accomplishments of colleagues when
deserved. In your team’s main chatroom, such positive messages live on for weeks,
where management may see the good work your team is doing.
■ Curb the emojis. The occasional thumbs up or smiley face sends a friendly message,
but a string of emojis is too cutesy for the workplace. Be professional; hold off on
emojis in serious messages or when communicating with senior leaders at your
company.
■ Use miscellaneous channels to make friends. Aside from the main channel,
companies often keep miscellaneous channels for specific groups, such as remote
workers. Don’t share in your first week on the job, unless it’s a “fun” channel for cat
lovers or NBA fanatics. Observe first.
■ Adjust your tone to your audience. You can be colloquial with coworkers at happy
hour but not with the CEO. Be professional with your boss and other executives.
Leave the LOL for chatting with a close coworker. Follow the cues of your office.

5-3 Making Podcasts Work for Business

Professional podcasts can be elaborate productions and require quality hardware,
which may explain why their use is lagging that of other corporate digital media
channels. However, podcasts have their place among contemporary communication
LEARNING
OUTCOME 3
Identify professional appli-
technology tools, and businesses may finally be catching on to the huge potential of cations of business podcasts
and the professional stan-
podcasting as an engagement tool. In addition to discussing the role of podcasts in
dards underpinning them.
business today, this section includes several podcaster categories, and identifies a few
valuable business podcasts.

5-3a The Growing Popularity of Podcasts

Podcasts are digital audio programs resembling radio shows. They tend to be series
of episodes that generally feature a host, sometimes two, often in an interview format.
They are distributed regularly—daily, weekly, or monthly—as audio programs that
can be played on demand in a Web browser or with a mobile app on various digital
devices. The terms podcast and podcasting originate from combining the words
broadcasting and iPod, the Apple MP3 player. Podcasts can cover topics as diverse as
news, politics, business, sports, popular culture, and self-help. Most are pre-recorded,
but some are live.
The growth in smartphone use and other technological advances have boosted
the reach and popularity of podcasting. In the last five years alone, awareness of
podcasting has grown from 50 percent to 70 percent among Americans 12 years old
and up; more than half have ever listened to at least one podcast (up from a third). 36
Estimates suggest that 850,000 shows with more than 30 million episodes may
be vying for listeners’ attention today.37
One huge benefit of podcasting is portability. Podcasts encoded as MP3, ACC, or
WMA files can be downloaded to a computer, a smartphone, a tablet, or an MP3 player
to be enjoyed offline. Unlike watching video that requires some focused attention,
listening to a recording allows busy professionals to learn, keep informed, and be
entertained while maximizing their limited time on their commute or in the gym.

Chapter 5: Short Workplace Messages and Digital Media 125

 5-3b The Main Players in Podcasting
Podcasts can be categorized by genre (subject) and
by producers and their purpose. Business is our focus;
however, a clear majority of podcasts is devoted to
entertainment. At 36 percent, comedy leads the weekly
podcast consumption in the United States, followed
by news (23 percent), society and culture (22 percent),
Primakov/Shutterstock.com

sports (15 percent), and true crime (12 percent). Business

podcasts are “consumed” only by 10 percent of weekly
listeners.38 Among podcast providers, we will focus on
business organizations, podcasting entrepreneurs, news
media, and podcasting in education.
Corporations and Other Businesses. Many companies are eager to jump into making a
podcast series. Marketing experts estimate that half of all brands are about to launch or
plan to launch their own podcasts. The advantage to companies is independence from
social media algorithms and the ability to diversify their media channels.39
Companies as varied as Caterpillar, IBM, and Walmart are on board with public,
professionally produced podcasts. Beyond the Iron is a podcast series created by
Caterpillar devoted to the company’s “corporate roots and iconic products” as well as
its “other brands and offerings.”40 IBM distributes a whole range of podcasts clustered
around its products and tech topics. The podcasts address various audiences, external
and internal, and are often paired with blogs. Walmart Radio, the self-described
“biggest retail radio show in the world,”41 also publishes a series of podcast episodes
featuring interviews, company news, and more.
Internally, podcasts can be used to inform, engage, and train staff. A podcast series
can help convey authenticity by featuring the voices of employees and personalizing
executives. Because they can broadcast repetitive information that does not require
interaction, podcasts often replace costlier live teleconferences. Alternatively,
teleconferences or webcasts are later provided as podcasts to those who missed the
live event. Human resources policies can also be presented in the form of podcasts or
videos for on-demand consumption.
Entrepreneurs and Enterprising Individuals. For the purpose of attracting listeners,
it helps if the podcast host is a well-known businessperson or TV personality, whether
it be sports columnist Bill Simmons or the “Matriarch of Money,” Suze Orman.42 Her
Women and Money show confirms that Orman is a no-nonsense authority preaching
financial literacy, and people gladly listen. Then there are those who become wealthy
and Internet famous through shrewd investments and loud self-promotion on social
media, entrepreneurs such as Gary Vaynerchuk and Tim Ferriss. They author best-
selling self-help books, blogs, and podcasts with a loyal following.
Although he has been called a fake expert,43 Tim Ferriss is one of America’s most
successful podcasters, as shown in Figure 5.5. Ferriss provides podcasts on many self-
improvement topics, but his interviews with businesspeople, scientists, and celebrities
appear to be the most intriguing feature. Countless such self-described business
experts issue podcasts and amass sizable fan communities.
News and Media Organizations. Perhaps because they have the necessary technical
and journalistic expertise, major news organizations and media outlets podcast radio
shows. National Public Radio (NPR), Harvard Business Review, The Wall Street Journal,
and The New York Times, just to name a few, each distribute not one but several
podcast series. Two noteworthy business and tech podcasts are WSJ Secrets of
Wealthy Women and WSJ’s The Future of Everything.
Another notable podcast series worth exploring is the TED Radio Hour by NPR, “a
narrative journey through fascinating ideas, astonishing inventions, fresh approaches to

126 Chapter 5: Short Workplace Messages and Digital Media

 Figure 5.5 A Weekly Hit Podcast: The Tim Ferriss Show
A bestselling author, Tim Ferriss is also the host of an award-winning podcast series on leadership and entrepreneur-
ship—500+ episodes and almost 700 million downloads at this count. On his weekly Tim Ferriss Show, he interviews an
eclectic mix of leaders, such as Disney’s Bob Iger, psychologists Brené Brown and Esther Perel, filmmaker Ken Burns, or
scientist and media personality Neil deGrasse Tyson. Ferriss is a master of media, whether on Instagram (1.1 million fol-
lowers) or Twitter (1.7 million followers). He maintains a popular blog, sends out a weekly newsletter to his 1.5 million sub-
scribers, and has been dubbed “the Oprah of Audio” (The Observer) for his show.

Source: The Tim Ferriss Show

old problems, and new ways to think and create.”44 In addition to its famous TED Talks
on YouTube, the nonprofit organization produces daily audio TED Talks.
Education Podcasts. Podcasts are increasingly common in education. Some instructors
started recording their own to facilitate accessible learning for students with disabilities,
to benefit auditory learners, and create an archive of lessons. The portability of
podcasts allows students to listen to instructors’ lectures, interviews, sporting events,
and other content anytime and anywhere.
Apple’s iTunes U is likely the best-known example of free educational programs from
hundreds of renowned universities across the globe. Open University on iTunes covers
a vast amount of learning resources in categories such as business and economics,
engineering, history, languages, science, and many more. An Internet search reveals
many options for education podcasts.

5-3c Can Podcasts Make Money and Do They Last?

The biggest names in podcasting who command sizable audiences will attract
advertisers, usually those that offer related brands and covet the listenership
demographic of the show. Advertisers go where the ears are. The 2,000 most popular
podcasts draw the likes of GEICO, Capital One, Progressive, Procter & Gamble brands,
and TrueCar—the top five most prolific podcast advertisers among more than 9,000
brands buying podcast ads.45 Sought-after podcasters also have sponsors and get paid
for product endorsements.

Chapter 5: Short Workplace Messages and Digital Media 127

 As a personal finance guru, Suze Orman plugs
federal credit unions on her podcast website. However,
promotion deals have been criticized as inevitably leading
to biased recommendations.46 Consumers should always
know whether a trusted authority is being paid for
endorsements.
Monkey Business Images/Shutterstock.com

Of course, video is a much bigger draw on the Internet

than audio. Videos range from millions of cat videos, myriad
how-to instructions, and shaky user-generated smartphone
footage to slick professional videos, movie previews,
and entire feature films. YouTube, Vimeo, and TikTok are
examples of popular video hosting and sharing services.
Most companies and brands maintain video channels as part
of their overall media strategy. More coverage of YouTube is
included in our discussion of social media.

LEARNING
OUTCOME 4
Describe how businesses
5-4 Telling Stories With Blogs and News Sites
A blog is a website or social media platform with generally well-crafted articles or
use blogs to connect with commentaries on topics such as new products or services, media coverage, industry
internal and external news, human resources, and philanthropy. Businesses use blogs to keep customers,
audiences. employees, and the public at large informed. The two biggest advantages of external
business blogs are that they can accumulate a far-flung, vast audience and allow
companies to shape the brand story in a longer narrative form. Blogs are another tool
for public relations and brand building—one channel in a multichannel social media
strategy.
Employees and executives at companies as varied as Allstate, Caterpillar, Exxon
Mobil, General Motors, Patagonia, Southwest Airlines, and Target maintain blogs. They
use blogs to communicate internally with employees and externally with the public.
At present, 270 (54 percent) of Fortune 500 companies in the United States maintain
a public-facing corporate blog.48 However, blog adoption varies across industries.
Research shows that the top five sectors most likely to embrace blogs are commercial
banks, specialty retailers, semiconductors and electronics makers, gas and electric
“For companies and utilities, and pharmaceuticals.49
entrepreneurs, gain- In this section you will learn how businesses use blogs. You will also find guidance on
ing online visibility is professional blogging practices.
one of the best ways
to grow subscribers, 5-4a How Companies Tell Stories
leads and ultimately
revenue. This can’t be Like social media platforms, corporate blogs may be used to create virtual
achieved with a static communities. Companies use blogs for public relations, customer relations,
corporate website. market research, internal
Creating blog content communication, online
that is valuable, help- community building, and
ful, and/or entertain- recruiting. Internal blogs
ing is an effective accessible to employees on
way to grow your a corporate intranet serve as
website’s authority, information hubs, encourage
online rankings, and discussion, create a sense
traffic.”47 of community, and foster
Stoatphoto/Shutterstock.com

engagement.
Gary Dekmezian,
entrepreneur, digital Public Relations and
marketer, professional Customer Relations. One of
blogger the prominent uses of blogs
is to provide up-to-date

128 Chapter 5: Short Workplace Messages and Digital Media

company information to the media, employees, and the public. Blogs can be written
by rank-and-file employees or by top managers. An avid longtime blogger, executive
chairman Bill Marriott addressed the COVID-19 pandemic-related furloughs and layoffs
his hotel chain was forced to undertake. In his Marriott on the Move blog, the longtime
executive spoke very sincerely to the public (“We were forced to . . . postpone
weddings, bar mitzvahs, anniversary parties and so many once-in-a-lifetime events the
world holds dear”) but also spoke empathically about “our beloved associates, many
of whom have been with Marriott for 20, 30, and even 40 years.” His voice sounded
heartfelt and authentic.
Predictably, tech companies rely heavily on blogs. The GE Aviation blog is just one
of several General Electric news and media hubs; it highlights key employees and
the company’s latest aerospace and flight news. The GE Digital division operates the
futuristic Industrial Insights IoT blog. Prominent features include information about GE’s
many software products and the company’s technical assistance.
Many retailers blog as well. In its Best Buy Influencer Network, the electronics
retailer is inviting influencers, loyal fans with a large social media following, to create
a profile and blog on its platform. Quirky online shoe retailer Zappos in its Beyond the
Box blog faithfully conjures up the image as an entrepreneurial company that strives for
“The Power of WOW” by focusing on dedicated customer service.
Business blogs can be extremely lucrative. Some bloggers with a huge online
following turn their writing into perks or cash through promotion. Well-known brand
ambassadors such as former Apple exec and entrepreneur Guy Kawasaki evangelize
(i.e., advocate) for brands and are well compensated; for example, Mercedes-Benz
loaned Kawasaki an AMG GTS super car.
Engagement and Viral Marketing. The engagement aspect of blogging appears to
be waning. Starbucks shut down its long-lasting My Idea community blog it had used
for crowdsourcing. The coffee retailer still solicits creative ideas from the public, just
not as visibly as a running tally listing thousands of suggestions on a website. Similarly,
Frito-Lay pulled the plug on its long-running Crash the Super Bowl contest which
lured thousands of fans to create a humorous Doritos commercial. Entrants competed
for a $1 million prize. Insiders point to a demographic shift from millennial to Gen Z
consumers who prefer to engage with brands via social media, not blogs, where they
create content, for example, on the popular short video platform TikTok.50
Marketers realize the potential of getting the word out
about their brands in channels such as blogs and social
media in general. They hope their messages will be picked
up by those well-connected brand advocates or influencers
mentioned earlier, who appeal to large audiences. The
hope is that buzz will develop and even go viral. The term
viral marketing refers to the rapid spread of messages
online, much like the spread of infectious diseases. Viral
messages must be authentic and elicit an emotional
response, but for that very reason they are difficult to
orchestrate. Large companies employ teams of social media Julia Tim/Shutterstock.com

experts and marketers who scrutinize social media for buzz

and positive or negative posts about their organizations
and products.
Online Communities. Like Instagram, YouTube, Snapchat,
Blogs can draw a loyal
Facebook, and Twitter, company blogs can draw a loyal core following to businesses
core following to busi-
and brands. Such followers want to keep informed about company events, product
nesses and brands. Such
updates, offers, freebies, and other news. The Coca-Cola Company has transformed its followers want to keep
Conversations blog to a News site with rich stories about its many brands. In one article informed about company
chairman and CEO James Quincey reflects on Coke’s century of accomplishments as events, product updates,
a public company. The soft drink maker also maintains interactive pages with offers to offers, freebies, and other
earn perks by connecting with its brands, for example, tie-ins with March Madness and news.

Chapter 5: Short Workplace Messages and Digital Media 129

 AMC Theaters or games to win gift cards and vacations. A Coca-Cola smartphone app
invites users to create custom Coca-Cola mixes.
Internal Communication and Recruiting. Internally, blogs can be used to keep virtual
teams on track and share updates on the road. Members in remote locations can stay
in touch by smartphone and other mobile devices, exchanging documents, images,
audio, and video clips. In many companies, blogs have replaced hard-copy publications
in offering late-breaking news or tidbits of interest to employees. Such blogs can
help build communities, prompt the sharing of expertise, and stimulate employee
involvement. In addition, internal corporate blogs serve as searchable archives of
company knowledge.
Public-facing blogs mirror the company culture and present an invaluable
opportunity for job candidates to size up a potential employer and the people working
there. Public-facing blogs mirror the company culture and present an invaluable
opportunity for job candidates to size up a potential employer and the people
working there. The explicit purpose of Target’s Pulse Blog, for example, is to “help our
candidates get a sneak peek into what it’s like to work at Target.”51
Early blogs were attempts to show the human face of a company, its executives, and
employees. Some continue this mission to connect on a more personal level. However,
as blogs mature, fewer encourage commentary, or they require registering and logging
in behind corporate firewalls. Many blogs today publish news items written by PR
professionals, and their slick posts typically remain nameless.

5-4b Mastering Blogging: Seven Tips

Much advice is freely accessible online, but this section offers guidelines culled from
experienced bloggers and communication experts that will lead you to successful
online writing. As with any public writing, your posts will be scrutinized; therefore, you
want to make the best impression.

Wearable devices (wearables)—such as heart rate

monitors and skin response sensors—enable companies
to monitor worker productivity and lifestyle. Much like fit-
ness devices worn by athletes, wearables can measure
brain activity, record movement, and even monitor posture.
Very soon sensors will be embedded in smart work clothes;
think touch-screen sleeves or collars changing color based
on mood. 52 Bio-sensing wearables are entering the mining,
construction, and oil and gas industries, mainly to monitor
workers’ health and safety.
Employers love wearables because they believe the
devices can help them save on health-care costs. They feel
justified in tracking workers’ behavior even outside the work-
Lev dolgachov/Syda Productions/AGE Fotostock

place. They argue that lifestyle choices—including alcohol

and caffeine intake, exercise, sleep, eating habits, and smok-
ing—affect job performance. They want to measure stress
levels and productivity. Critics fear poor morale and pushback
if workers don’t know how information is used and fear that
their data are not private and secure. They also worry about
the accuracy of the devices used. How do you feel about these
types of workplace monitoring? Would you want to opt out?

130 Chapter 5: Short Workplace Messages and Digital Media

Craft a Catchy but Concise Title. The headline is what draws online readers to even
click to go your post. Some will be intriguing questions or promises. Bloggers often
use numbers to structure their posts. Here are some examples of captivating blog post
titles: 9 Tips on How to Scale Your Business; Six Apps You Don’t Want to Miss; 5 Tips
to Keep Hackers Out of Your Accounts; Create Powerful Imagery in Your Writing; How
Financially Sexy Is Your Household? An analysis of 100 million blog post titles revealed
that the most successful headline included the phrase “Will Make You,” followed by
“This Is Why,” and “Can We Guess.”53 Success was measured by user engagement in
the form of a like, share, or comment. Here are two examples: “These 3 Warren Buffett
Rules Will Make You a Better Investor” and “13 Travel Tips That Will Make You Feel
Smart.”
Ace the Opening Paragraph. The lead must deliver on the promise of the headline.
Identify a need and propose to solve the problem. Ask a relevant question. Tell an
anecdote or use an analogy to connect with the reader. Say something startling. The
Direct2Dell blog author of “Do You Have What It Takes? Top 20 Most Rugged Jobs in
America” opened with this:
Have you ever scaled a 20-foot tree, hung off the side of a skyscraper, been
700 meters underground, or labored on a ship for 36 hours straight? It’s hard to
imagine that this is a normal day of work for some people. . . . 54

Provide Details in the Body. Mind the So what? and What’s in it for me? questions.
Use vivid examples, quotations and testimonials, or statistics. Structure the body with
numbers, bullets, and subheadings. Use expressive action verbs (buy for get; own for
have; travel or jet for go). Use conversational language to sound warm and authentic.
Use contractions (can’t for cannot; doesn’t for does not; isn’t for is not).
Consider Visuals. Add visual interest with relevant images and diagrams. Keep
paragraphs short and use plenty of white space around them. Aim to make the look
simple and easy to scan.
Include a Call to Action. Call on readers to do something or provide a take-away and “When it comes to
gentle nudge at the end. the biggest trends in
Here’s a tip you can use right away. You’ll have vastly better copy on your website in marketing today, our
20 minutes by following these two simple steps: industry is obsessed
with channels such
Go look at your web copy right now. as social, voice, and
augmented real-
Take out every word that doesn’t contribute something new.
ity as the means
Come back here and tell us about the before-and-after. I bet you’ll have something for reaching today’s
to say!55 modern audience.
And while each plays
Asking open-ended questions is another effective closing: “Those are two of XYZ
an important role in
Company’s ideas about where business-to-business marketing is heading. How about
the customer journey,
you? Have you developed some new strategies of your own? What exciting ideas are
new research from
fueling your own marketing—and how are you applying them? Let us know in the
Adobe finds a more
comments.”
traditional form of
Edit and Proofread. Follow the revision tips in Chapter 4 of this book. Cut any marketing—email—is
unneeded words, sentences, and irrelevant ideas. Fix awkward, wordy, and repetitious very much hold-
sentences. Edit and proofread as if your life depended on it—your reputation might. ing its own among
The best blogs are error free. newer channels and
technologies.”57
Respond to Posts Respectfully. Build a positive image online by posting compelling
comments on other bloggers’ posts. Politely and promptly reply to comments on Giselle Abramovich,
your site. This reply to Jamie Spencer’s blogging advice post 56 makes a positive executive editor, Enterprise
comment and asks a question. The exchange is cordial, albeit marred by punctuation Thought Leadership, Adobe
errors:

Chapter 5: Short Workplace Messages and Digital Media 131

 Figure 5.6 Writing a Captivating Blog

Applying the Five Journalistic Ws to Blogs

Big Idea First

Who? What? When? Why? How?

Key Facts
Explanations
Evidence Fact check.
Earn your readers’ trust.
Examples
Credit your sources.
Background Apply the inverted pyramid.
Details Edit, edit, edit.
Proof, proof, proof.

Alice M: Thank you for all your helpful information. I’ve found this website so useful!
I’m about to start my first blog. The blog is basically music reviews and I was just
wondering if you knew whether I’m allowed to copy videos off YouTube for example?

Jamie: As long as you use the relevant embed codes from YouTube to add videos
to your site you should be ok to do that. I wouldn’t recommend ripping any content
from a YouTube video and then hosting it yourself, this could be a copyright issue.

If you disagree with a post, do so respectfully. Don’t ramble. Your blog posts can
benefit from the journalistic pattern shown in Figure 5.6 by emphasizing the big news
up front, supported by specifics and background information.

5-5 Navigating Social Networking

for Business
LEARNING
OUTCOME 5
Discuss business organiza-
Popular social networking sites such as Instagram, Facebook, and Twitter are used by
businesses for similar reasons and in much the same way as podcasts and blogs. Social
media enable businesses to connect with customers and employees, share company
tions’ external and internal news, promote goods and services, and exchange ideas. Social online communities
social media practices as for professional audiences (e.g., LinkedIn), discussed in Chapter 13, help recruiters find
well as the risks inherent in talent and encounter job candidates before hiring them. Today, LinkedIn occupies the
Internet use today. No. 1 spot as 99 percent of businesses use the platform for business networking and
recruiting. 58 Seven in ten (70 percent) of hiring managers scour social media as part of
their screening processes.59

5-5a Tapping Into Social Media

Business interest in social media is not surprising if we consider that online is where—
in marketing speak—the consumer eyeballs are. Nearly three-fourths (72 percent) of
American adults use some type of social media.60 The most avid social media users,
however, are the millennials (85 percent), the cohort born 1981–1996. Their smartphone
ownership is highest at 93 percent, although older age groups are gaining on them
in tech adoption.61 At the same time, millennials are now the largest generation in the

132 Chapter 5: Short Workplace Messages and Digital Media

workforce (35 percent).62 No wonder, then, that businesses are eager to connect on
social media with this particular demographic but also precisely target the other age
groups wherever they may congregate online.
The Most Popular Social Media. Knowing how various cohorts and consumer segments
in the United States use technology and which social media they favor is invaluable to
marketers for building and promoting their brands. YouTube is the most popular online
platform as it draws 73 percent of U.S. adults, followed by Facebook (69 percent),
Instagram (37 percent), Pinterest (28 percent), LinkedIn (27 percent), Snapchat (24
percent), Twitter (22 percent), and WhatsApp (20 percent).63 Overall, social media
adoption is still growing, with a slight drop-off or leveling out among Gen X and
boomer Facebook users perhaps linked to Facebook’s privacy and disinformation
stumbles.
Where Businesses Go Social. As can be expected, a staggering 95 percent of the
Fortune 500 companies have a presence on Facebook, up 6 percent over the previous
year. With engaging word-of-mouth content, corporate Twitter accounts
(96 percent in the Fortune 500) can drive e-mail subscriptions and increase sales
overall. YouTube’s 1 billion global users may be the reason that 90 percent of the
Fortune 500 have a YouTube presence. Instagram is gaining momentum; 73 percent of
the largest companies use Instagram, up 10 points from the previous year. Companies
understand that to be successful, they need to embrace a multichannel media strategy
as part of their broader business goals.64
The newest kid on the block is TikTok, the quirky short video-sharing platform
featuring “Real People. Real Videos.” Advertisers love the creativity of the wildly
popular teen-dominated network and see an opportunity to win credibility with a
young age group ranging from 14 to 26. Teen favorite Chipotle garnered 3.9 billion
views with its viral #boorito hashtag challenge. ELF Cosmetics composed a TikTok song
now appearing in 1.7 million videos. Teenage influencers like Charli D’Amelio, who has
80 million fans, have become early sensations.65 However, because TikTok is owned
by a Chinese company, U.S. authorities suspect it of delivering American user data to
the Chinese government. Like 5G innovator Huawei, TikTok is perceived as a potential
national security threat.66
Figure 5.7 shows the three most popular brands on Facebook.

Figure 5.7 The Brands That Rule on Facebook

The biggest global social network, Facebook has reached more than 2.7 billion monthly active users (MAU) worldwide,
followed by YouTube with 2 billion MAU. Since buying WhatsApp, Facebook saw the messaging app’s popularity soar to
2 billion MAU. Another Facebook-owned brand, Instagram, boasts more than 1.15 billion global MAU; relative newcomer
TikTok reports 689 million MAU; LinkedIn has 766 million registered users but only 310 million are active per month; and
monthly active users on Twitter now number 340 million. On Facebook, the top three product brands with the most fans are
Facebook itself (211 million followers), Samsung (1620 million), and Coca-Cola (106 million).
Source: Statista, 2020; Omnicore, 2021; We Are Social.

Chapter 5: Short Workplace Messages and Digital Media 133

 5-5b Enterprise Social Networking
Mirroring social media sites but securely located behind corporate firewalls,
Connections, created by tech giant IBM, is an internal social networking platform to
help organizations share knowledge, improve decision making, and foster innovation.
Companies launching comprehensive enterprise networking platforms, such as
Connections, Jive, or Microsoft’s Yammer, are investing in what they hope will lead
to greater employee engagement and productivity. The platforms promise seamless
networking away from e-mail, connecting workers one-on-one, in small teams, and
across the entire company in one secure environment.
Connections, for example, combines an array of functions (e.g., project
management, up-to-the-minute microblogging updates across the network, profiles
of people in the organization, collaborative space, crowdsourcing tools, blogging, task
management, content storage, and forums). The hope is that these tools will flatten the
corporate hierarchy and empower individual employees at all levels. The advantage of
enterprise social media networks is that they are searchable, enabling workers to tag,
follow, view activity feeds, and more. Users can access and send information much
more efficiently than by e-mail alone.67
Nimble Damage Control and Responding to Grievances. Insurance and financial
services firm Nationwide uses internal social networking to quickly respond to disasters
such as hurricanes. Agents in Florida used the platform to record customers’ pressing
needs during a major storm, which led to improved service in subsequent natural
disasters when Nationwide trucks headed into disaster zones equipped with the right
essentials.68
Over at IBM, after an employee posted a petition against a new company policy that
would ban reimbursement for ride-sharing services such as Uber, within hours the post
had drawn hundreds of comments and more than 1,200 views. IBM’s social analytics
picked up the network traffic, and Diane Gherson, senior vice president for human
resources, responded directly to the employee on the Connections platform and
explained that the company would reverse the ban. The post and the swift response
to it led to positive change, and the goodwill of the unhappy employee was most likely
restored.69
Connecting Dispersed Workers. Because social networks are about connections, they
also enable companies to match up and connect off-site employees. The Goodyear
Tire & Rubber Company uses the Microsoft 365 suite that includes Yammer to ensure

Arguably the world’s most famous department store, Harrods

suffered an embarrassing website blunder. The upscale UK
retailer caused a run on its Aspinal of London designer handbags
Tom Eversley/Shutterstock.com

once some of these luxury items, typically costing £250 ($325) to

£950 ($1,240), were advertised online for £2.13 ($2.80) to £8.08
($10.54). The upscale department store blamed a supplier’s com-
puter pricing error for the glitch. Representatives personally con-
tacted customers to apologize “for any inconvenience caused” 70
but refused to deliver the merchandise at the incorrect price.
Was Harrods obligated to honor the offer?

134 Chapter 5: Short Workplace Messages and Digital Media

its associates around the world work effectively together as a team. Chief information
officer Sherry Neubert explains that Goodyear’s virtual teams conduct meetings with
Skype for Business, exchange instant messages to quickly resolve problems, and
participate in enterprise social networking to contribute creative ideas.71
Crowdsourcing Employees to Achieve Buy-In. Internal social networks and blogs can
help companies invite employee input to effect change and solve business problems.
Gathering and sharing input on Yammer, the Red Robin restaurant chain motivates its
workers with incentives to propose cost-saving ideas.72 Similarly, when IBM realized it
had to do something about its hated performance management system, the tech firm
decided to solicit employee feedback using Connections. At first the crowdsourcing
initiative met with skepticism; however, during the first 24 hours of the comment period,
IBM received a whopping 2,000 responses. Online debates and polling followed.
Within a few months, the company developed a new evaluation system prototype,
called Checkpoint, and deployed it to 375,000 employees.73

5-5c Social Media and Risk Management

Public-facing social networks hold great promise for businesses while also presenting
potential risk. Most managers desire plugged-in employees with strong tech skills and
fantasize about their brands becoming overnight sensations thanks to viral marketing.
Managers like to imagine their workers as enthusiastic brand evangelists. However,
businesses also fret about lost productivity, reputational damage, and legal issues (e.g.,
violations of privacy laws, workplace harassment, and defamation). To minimize risk,
companies rely on social media policies, approve and oversee employees’ use of social
media, and mandate training.74
Experts are divided on accessing private social media accounts on-site. Advocates
cite authentic promotion of the business, improved morale, and new client relationship
building. Skeptics denounce oversharing and the leaking of confidential information.
They believe only trained social media professionals should speak for an organization.75
Businesses vary in their approaches to personal social media use. Some, such as
Zappos, take a hands-off approach and encourage employee online activity. Others,
such as IBM, have crafted detailed Social Computing Guidelines that allow “incidental
personal use” as long as it “is limited in duration, does not violate company policies,
and does not distract us or others from the work we do.”76
Although more than half of U.S. employers block social media at work,77 such efforts
can be circumvented when employees use their personal smartphones, virtual private
networks, or work from home in the wake of the COVID-19 pandemic, as 66 percent of
U.S. employees do at least some of the time.78 Data security scientists fear that hackers
may deliver malware through Twitter, LinkedIn, Facebook, or Instagram by hijacking “The major new
accounts; however, they also acknowledge that banning social media is an extreme challenge in report-
measure that may breed resentment among current workers and deter future talent. In ing news is the new
addition, employees may need to access social media as part of their job duties.79 shape of truth. Truth
The best advice to workers is to follow company policies; assume that privacy is no longer dictated
doesn’t exist, and avoid sharing sensitive information, least of all risqué photographs. by authorities but is
Furthermore, refusing friend requests or unfriending individuals could jeopardize networked by peers.
professional relationships. Consider the dos and don’ts in Figure 5.8 if you want to use For every fact there
social media and keep your job. is a counterfact and
all these counterfacts
5-5d The Dark Side of Technology and Social Media and facts look identi-
cal online, which is
Internet access nearly for all has meant that in cyberspace users can bypass
confusing to most
gatekeepers who filter content in the traditional print and visual media. This open
people.”80
marketplace of ideas online was once hailed as democratic and empowering. However,
user anonymity has displaced accountability, and public discourse has descended Kevin Kelly, co-founder,
into disrespect, hate speech, and worse. Even extreme views may reach audiences of Wired magazine
thousands or even millions. The dangers are obvious. Fact checking often falls by the

Chapter 5: Short Workplace Messages and Digital Media 135

 Figure 5.8 Using Digital Media Like a Pro: Dos and Don’ts

Avoid questionable Know workplace policies

DON’TS content, personal DOs and use media only for
documents, work-related purposes
and file sharing
Don’t spread rumors, gossip, and negative Learn your company’s rules. Some companies require workers
defamatory comments. Because all digital information to sign that they have read and understand Internet and digital
is subject to discovery in court, avoid unprofessional media use policies. Being informed is your best protection.
content and conduct, including complaints about your
employer, customers, and employees. Avoid sending personal e-mail, instant messages, or texts
from work. Even if your company allows personal use during
Don’t download and share cartoons, video clips, lunch or after hours, keep it to a minimum. Better yet, wait to
photos, and art. Businesses are liable for any recorded use your own electronic devices away from work.
digital content regardless of the medium used.
Separate work and personal data. Keep information that
Don’t open unfamiliar attachments. Attachments could embarrass you or expose you to legal liability on your
with executable files or video files may carry viruses, personal storage devices, on hard drives, or in the cloud, never
spyware, or other malware (malicious programs). on your office computer.

Don’t download free software and utilities to Be careful when blogging, tweeting, or posting on social
company machines. Employees can unwittingly networking sites. Unhappy about not receiving a tip, a Beverly
introduce viruses, phishing schemes, and other Hills waiter lost his job for tweeting disparaging remarks about
cyber bugs. an actress. Forgetting that his boss was his Facebook friend, a
British employee was fired after posting, “OMG, I HATE MY
Don’t store your music and photos on a company JOB!” and calling his supervisor names.
machine (or server) and don’t watch streaming
videos. Capturing precious company bandwidth for Keep sensitive information private. Use privacy settings, but
personal use is a sure way to be shown the door. don’t trust the “private” areas on Facebook, Twitter, Flickr, and
other social networks.
Don’t share files, and avoid file-sharing services.
Clarify whether you may use Google Docs and other Avoid pornography, sexually explicit jokes, or inappropriate
services that offer optional file sharing. Stay away from screen savers. Anything that might poison the work
distributors or pirated files such as LimeWire. environment is a harassment risk and, therefore, prohibited.

wayside, buzz becomes more important than truth, and a few keystrokes can threaten
a reputation. Americans fear for their privacy yet increasingly trust information on
social media more than mainstream media sources. This section addresses several
cyberthreats that affect all of us as businesspeople and citizens.
Privacy Fears. Our smartphones spy on us. Location services in most apps allow users
to be tracked with pinpoint precision. Tracking is enabled by default and most people
don’t know that practically all their movements can be followed, as a disturbing New
York Times exposé revealed.81 Our personal data from every account or profile we
create online ends up in the cloud where it exists indefinitely. Once there, our data can
be hacked, viewed by unauthorized personnel, or sold to advertisers. Sometimes it
ends up on the dark web in the hands of criminals. The Dark Web is the black market
of the Internet, a mostly illicit network of websites that cannot be accessed by standard
search engines and browsers.
Sensitive financial information and our medical data are stored in networks that are
frequently breached. Wearable devices track our vital signs, exercise frequency, and
lifestyle patterns. The end user doesn’t know where all the massive data are stored, as
U.S. consumers are largely unprotected in a yet barely regulated market.
Future trends are no less worrisome to privacy advocates. The sophistication of
artificial intelligence and facial recognition technology is growing. In China, a huge

136 Chapter 5: Short Workplace Messages and Digital Media

surveillance apparatus will soon enable the repressive
regime to keep track of millions of people and identify
protesters and dissidents. In the United States a
small secretive company, Clearview AI, has devised
a pioneering facial recognition app allowing users to
match the image of an individual against all public
photos of this person already existing on the Internet,
revealing the target’s identity and attached personal

wk1003mike/Shutterstock.com
information in seconds. What has been a boon to law
enforcement may soon land in the hands of everyday
users—not just advertisers, but stalkers and other bad
actors. True privacy and anonymity may be a thing
of the past for consumers who use smart electronic
devices, maintain social media profiles, and pay with
credit cards—that is, nearly all of us.
Disinformation and Election Tampering. Researchers tell us that social media have
changed how we consume information and form opinions. More than 90 percent of
users access their news online; some 50 to 68 percent of them rely solely on social
media.82 Online, people tend to seek out so-called echo chambers of like-minded
individuals and embrace narratives that confirm their existing views while rejecting
contradicting information. The resulting polarization carries with it a negative emotional
charge.83 As Pew Research suggests, such charged information environments make
people vulnerable to misinformation. False news stories and doctored narratives,
including targeted disinformation (i.e., propaganda originating primarily in Russia and
China), confuse the public.84 A BuzzFeed survey found that 75 percent of American
adults can’t spot fake news.85
Even more troubling, though, is stealthy interference by foreign agents who use
large bot armies to disseminate fake news stories on social media and incite conflict
to deepen sharp divisions among the American public. Fake news planted by bots
has risen to the level of potentially tampering with U.S. elections thus undermining
democratic institutions. Bots are also used to steal social identities of people by
impersonating them. Our carefree sharing on social media can provide criminals with
clues.
Deepfakes, Doctored Videos. It has been said that we live in a post-truth era; in other
words, we now exist in “circumstances in which objective facts are less influential in
shaping public opinion than appeals to emotion and personal belief.”86 The urgent
need for critical thinking now extends even to visual information—video content
we don’t question because, after all, instinctively we tend to believe what we see.
Advances in AI could soon make creating fake video and audio a lot easier, permitting
ever more sophisticated disinformation.
The ability to manipulate video footage to make people seem to say or do
something they did not do is so worrisome to the U.S. government that it has begun
to combat deepfakes. Altering photos and videos to distort the truth is not new, but
deepfake technology takes deception to a whole new level. Computers can be trained
to synthesize facial features and create composites of realistic-looking humans. It’s easy
to see how such tampering could be weaponized before an election or might threaten
national security; likewise, people could claim that real videos are fake.87 Alarmingly,
this is already happening as sizable Internet communities aggressively proclaim the
moon landing in 1969 was staged, the Earth is flat, and the terror attacks of 9/11 were
“an inside job.”88
Incivility, Trolling, and Cyberbullying. The anonymity of the Internet facilitates toxic
behavior. Trolls are users who fake their identity, provoke skirmishes, and disrupt
discussions on social media. They can be vicious bullies who thrive on denigrating
others. Social media may originally have been idealized as a public square which
guaranteed participants a practically unlimited freedom of expression. However, even

Chapter 5: Short Workplace Messages and Digital Media 137

 former proponents of an unregulated Internet, such as
Jack Dorsey, the Twitter founder and CEO, have second
thoughts. Dorsey now admits that social media cannot be
neutral, passive platforms because of threats of violence,
doxxing (public shaming and harassment), and troll
armies bent on silencing others.89 Facebook too has long
been criticized for allowing demagogues and bigots to
Benoit Daoust/Shutterstock.com

go unchecked; then it banned a few of them from the site,

triggering suspicions of bias.90
Cyberbullying is a particularly devastating form of
online harassment through the sharing of embarrassing
information online, persistent messaging, and other
digital nastiness. Nearly all states have passed anti-
cyberbullying laws, but critics contend that social media companies aren’t doing
enough to combat the practice.91 In extreme cases, cyberbullying on social media—
via texts, e-mails, and other electronic means—has driven victims, many of them
teenagers, to despair.
Data Security. Spyware. Ransomware attacks. Phishing. Data breaches. Romance
scammers on dating sites. Fake bot accounts. Hacking of connected security networks.
Vulnerabilities in smart speakers and connected cars. These are but a few problems
ranging from annoying to highly problematic and downright fraudulent. Businesses
face a huge expenditure of time and money combatting cybercrime and ensuring safe
data storage. The average total cost of a data breach stands at $3.9 million; in the most
recent year, an average 25,575 records were compromised per breach, and it took 279
days on average to identify and contain the breach.92
One of the biggest weaknesses enabling common security threats is human.
According to Pew Research, Americans’ knowledge of digital topics, such as
cybersecurity or the advertising business model of social media companies, is
inadequate.93 Too many Internet users are lax with their credentials and still choose
the word password to log in, not to mention qwerty or the infamous number sequence
123456 that enabled 23 million victim accounts to be hacked across the globe in one
recent year.94 Instead of adopting a password manager such as LastPass to generate
and keep track of strong passwords, many Internet users log in with Facebook or reuse
the same password. However, the adoption of VPNs is spreading, adding a layer of
security by shielding browsing activity. More people, too, prefer browsers that don’t
track them, such as DuckDuckGo.
Americans seem to slowly realize that their electronic devices may be keeping tabs
on them and that their personal data are frequently collected without their knowledge.
Convenience comes at the cost of privacy and security. Aided by fact-checking
websites, people are learning that they must take news sources on the Internet with
a grain of salt and not believe everything they read or see. A recent Pew study shows
that Americans don’t trust social media for political and election news although many
primarily rely on social media for such information.95 Growing concern has led to
efforts to introduce privacy protections. The awareness seems to be spreading that
technology, the Internet, and social media in particular can be a mixed blessing.

Summary of Learning Outcomes

Examine the professional usage, structure, and format of e-mails and memos in the
digital era workplace.
■ Even after five decades, e-mail remains a heavily used communication channel in most workplaces.
■ Office workers still send paper-based messages when they need a permanent record; wish to maintain confidentiality; or
need to convey formal, long, and important messages.

138 Chapter 5: Short Workplace Messages and Digital Media

 ■ E-mail is the lifeblood of businesses, but messaging apps are gaining popularity. All digital workplace messages are
permanent because they must be stored. They can be used as evidence in court.
■ E-mail and memo subject lines summarize the central idea, which is restated in the opening. The body provides details.
The closing includes (a) action information and deadlines, (b) a summary, or (c) a closing thought.
■ Memos are still used for internal messages that are too long for e-mail, require a lasting record, demand formality, or
inform workers who don’t have e-mail.

Explain workplace messaging and texting including their liabilities and best
practices.
■ Instant messaging and real-time chat apps such as Slack as well as texting are best suited for brief text-based exchanges.
■ Benefits of messaging apps and texting are their speed, allowing quick decisions; Slack’s group chat connects distant as
well as local project teams; SMS marketing is growing.
■ Risks include productivity losses, leaked trade secrets, and legal liability from workers’ improper use of digital media;
fraud, malware, and spam pose additional risks.
■ Best practices include following company policies, avoiding sensitive information, not sending inappropriate digital
content, and using correct grammar and spelling.
■ Text messages should observe proper timing, be addressed to the correct person, and identify the sender; savvy workers
don’t send sensitive news or expect an instant reply.
■ Slack is beloved by many as an e-mail alternative and team chat tool; the downsides include distraction and incivility.

Identify professional applications of business podcasts and the professional stan-

dards underpinning them.
■ Business podcasts are digital audio files ranging from short clips to long media files.
■ Applications that do not require a human presence (e.g., training videos) lend themselves to podcast recordings that
users can stream or download on the go.
■ Podcasts are a growing channel for informing, advising, and engaging with customers; businesses, entrepreneurs, the
media, and educational organizations create podcasts.
■ Some entrepreneurial podcasters are able to monetize their large, devoted following.

Describe how businesses use blogs to connect with internal and external audiences.
■ Blogs help businesses to keep customers, employees, and suppliers informed and to receive feedback.
■ Businesses tell stories with blogs to engage with their customers and the public, for public relations, to grow online
communities, and for internal communication and recruiting.
■ Advice for masterful blogs includes crafting a catchy title, acing the first paragraph, providing details, using visuals,
including call to action, careful editing, and responding respectfully.

Discuss business organizations’ external and internal social media practices as well
as the risks inherent in Internet use today.
■ Social media such as Facebook and Twitter allow firms to share company news; exchange ideas; and connect with
customers, employees, other stakeholders, and the public.
■ Companies boost their brand recognition by engaging customers on the social media platforms where they congregate;
enterprise social networks provide secure internal communication.
■ Productivity losses, legal liability, leaking of trade secrets, and angry Internet users are potential risks of social media use
at work.
■ Workers should share only appropriate, work-related information, not post questionable content; they should activate
and monitor their privacy options on social media sites.
■ Technology and social media have a dark side, which includes threats to privacy, disinformation, deepfakes, incivility, and
trolling, as well as threats to data security.

Key Terms
cloud text messaging malware
virtual private networks short message service discovery
salutation rich communication services podcasts
down-editing presence functionality blog
instant messaging phishing influencers

Chapter 5: Short Workplace Messages and Digital Media 139

 brand ambassadors disinformation propaganda
evangelize post-truth era fake news
viral marketing deepfakes misinformation
wearable devices (wearables) trolls think critically
Dark Web doxxing
echo chambers cyberbullying

Chapter Review
1. List and concisely describe at least five electronic communication channels used most commonly by businesspeople today.
(L.O. 1–4)
2. Why is workplace e-mail unlikely to go away anytime soon? (L.O. 1)
3. Why do many workers complain about e-mail? (L.O. 1)
4. Name at least five reasons some organizations forbid employees to use instant and text messaging. (L.O. 2)
5. How can you show professionalism and respect for your receivers in writing business instant messages and texts? (L.O. 2)
6. How do organizations use podcasts, and how are they accessed? (L.O. 3)
7. Explain why companies use blogs. (L.O. 4)
8. List the eight best practices for master bloggers. (L.O. 4)
9. How do businesses try to tap the vast potential of social networking? (L.O. 5)
10. Why do you need to critically evaluate all information that engulfs you daily? (L.O. 5)

Critical Thinking
11. You have seen that e-mail is not universally loved although it is here to stay, despite the advent of real-time chat apps, texting,
and other workplace short-form messaging. “Email is the last great unowned technology,” said the Harvard law professor
Jonathan Zittrain, “and by unowned, I mean there is no CEO of email . . . it’s just a shared hallucination that works.” Others
believe that e-mail, though much maligned, “is still a cornerstone of the open web.”96 Interpret these statements. What points
are they making, about openness in particular? (L.O. 1, 5)
12. Despite laws dictating a 40-hour workweek, many young Chinese tech workers endure the dreaded 9-9-6 schedule: 9 a.m. to
9 p.m., six days a week. What role does technology play here? How do you feel about work-life balance? (L.O. 3)
13. Are conversational Internet acronyms and slang—such as AFAIK, G2G, HIFW, ICYMI, and NSFW—as well as all-lowercase writing
acceptable in e-mail, texting, or instant messaging for business? (L.O. 1, 2)
14. Traditional mainstream media act as so-called gatekeepers that vet the news and decide what kind of content gets published.
However, social media networks have changed the game. Now anyone with an Internet connection can publish anything,
even fake news and hate speech, and reach vast audiences in mere seconds. What are the benefits and dangers of this
unprecedented access and speed of distribution? (L.O. 5)
15. In many workplaces employers are introducing game-like competitions and tracking of workers’ vital functions with wearable
devices. Consider the potential impact of gamification and wearable devices on your career. How do you feel about such
tracking of employees and monitoring on the job and outside the workplace? Can you think of other vulnerable technologies?
What advice would you give someone who is not sure how to handle invasive technologies that may threaten privacy and
security? (L.O. 1–5)

Writing Improvement Exercises

Message Openers and Subject Lines (L.O. 1)

YOUR TASK. Compare the following sets of message openers. Circle the letter of the opener that illustrates a direct opening.
Write an appropriate subject line for each opening paragraph.

140 Chapter 5: Short Workplace Messages and Digital Media

16. An e-mail announcing a study:
a. We have noticed recently a gradual but steady decline in the number of customer checking accounts. We are disturbed
by this trend, and for this reason I am asking our Customer Relations Department to conduct a study and make
recommendations regarding this important problem.
b. Our Customer Relations Department will study the gradual but steady decline of customer checking accounts and
recommend potential solutions.
Subject line:
17. An e-mail announcing a new procedure:
a. It has come to our attention that increasing numbers of staff members are using IM to send business messages. We realize
that IM saves time and gets you fast responses, and we are prepared to continue to allow its use, but we have developed
some specific procedures that we want you to use to make sure it is safe as well as efficient.
b. The following new procedures for using instant messaging at work will enable staff members to continue to use it safely and
efficiently.
Subject line:
18. An e-mail inquiring about software:
a. Please answer the following questions about your voice-recognition software. We would like to know how reliable the
machine transcription is and whether the software can be trained to recognize various voices.
b. We are interested in your voice-recognition software that we understand allows users to dictate and copy text without
touching a keyboard. We are interested in answers to a number of questions, such as the reliability of the machine
transcription. We also want to know whether the software can be trained to recognize various voices.
Subject line:
19. An e-mail announcing introducing a new manager:
a. Please welcome our new HR manager, Kristi Bostock, who comes from our Chicago office. Kristi is a 17-year management
veteran with a strong focus on diversity and inclusion. Please join us in warmly welcoming our new HR manager.
b. This is a message to bring you good news. You will be pleased to learn that our long wait is over. After going without an HR
chief for many weeks, we are finally able to welcome our new manager, Kristi Bostock, who comes from our Chicago office.
Subject line:

Bulleted and Numbered Lists (L.O. 1)

E-mails and memos frequently contain numbered lists (for items in a sequence) or bulleted lists. Study how the following wordy
paragraph was revised into a more readable format with a list:

Before Revision:
Our office could implement better environmental practices such as improving energy efficiency and reducing our carbon
footprint. Here are three simple things we can do to make our daily work practices greener. For one thing, we can power
down. At night we should turn off monitors, not just log off our computers. In addition, we could “Light Right.” This means
installing energy-efficient lighting throughout the office. A final suggestion has to do with recycling. We could be recycling
instantly if we placed small recycling bins at all workstations and common use areas.

After Revision:
Our office could use energy more efficiently and reduce our carbon footprint in three simple ways:
Power down: Turn off monitors rather than just logging off our computers.
Light right: Install energy-efficient lighting throughout the office.
Recycle instantly: Place small recycling bins at all workstations and common use areas to encourage recycling.

YOUR TASK. Revise the following wordy, unorganized paragraphs. Include an introductory statement followed by a bulleted or
numbered list. Look for ways to eliminate unnecessary wording.
20. In writing to customers granting approval for loans, you should follow four steps that include announcing that loan approval
has been granted. You should then specify the terms and limits. Next, you should remind the reader of the importance of
making payments that are timely. Finally, a phone number should be provided for assistance.
21. The National Crime Prevention Council made a statement about crime in the workplace. It also provided some tips for
improving workplace safety and preventing crime at work. It says that crime prevention and safety measures are just as
important at work as they are at home. Some of the ways you can improve safety and prevent crime including changing locks

Chapter 5: Short Workplace Messages and Digital Media 141

 before you move into a new office. When doors, windows, and locks are broken or not working, someone should report this
immediately. Lighting is another important factor. Many organizations leave some interior lights on even when the business
may be closed. Dark places around a building should have lights, and shrubs can be a problem.
22. Producing excellent digital prints that equal what you see on your computer monitor is the most frustrating aspect of digital
photography. You don’t have to be frustrated, however. If you follow three steps, you can improve your prints immensely. We
recommend that you first calibrate your screen. You should use the Datacolor Spyder X to do that. Next you should edit your
photo so that your image looks natural and balanced. The final step involves configuring your printer. At the same time you
should, of course, select the correct type of paper.
23. Our attorney made a recommendation that we consider several things to avoid litigation in regard to sexual harassment. The
first thing he suggested was that we take steps regarding the establishment of an unequivocal written policy prohibiting sexual
harassment within our organization. The second thing we should do is make sure training sessions are held for supervisors
regarding a proper work environment. Finally, some kind of official procedure for employees to lodge complaints is necessary.
This procedure should include investigation of complaints.

Radical Rewrites
Note: Radical Rewrites are provided at www.cengage.com for you to download and revise. Your instructor may show a suggested
solution.

5.1 Radical Rewrite: Weak Request Response Requires Your Revision (L.O. 1)
Blog writer Brian Drummond needs examples and information for a blog he plans to publish on the Online Voices platform.
He writes to Nadya DeAlba, office manager at a high-tech firm, requesting information and examples. He met Ms. DeAlba at a
conference and believes that she could be a willing source of information for his blog. Ms. DeAlba’s advice is valuable, but her
message is poorly organized, contains writing and grammar errors, and is hard to read.97
YOUR TASK. Analyze the following poorly written message from Nadya DeAlba. Identify its weaknesses including sentence
fragments, wordiness, grammar faults, misspellings, and other writing problems you have studied. Include examples. Then revise
if your instructor advises. Your instructor may provide a possible revision. Remember that you can download these documents at
www.cengage.com

To: Brian Drummond <[email protected]>

From: Nadya DeAlba <[email protected]>
Subject: Your Request

Brian,

Thanks for this opportunity to make a contribution to your blog post for Online Voices. You ask that I confine my remarks to
five main and important points. Which I will try to do. However, I could share many more annoying habits that create tension
in the workplace. They interrupt workflow, reduce productivity, and lead to stress. Here’s my top five annoying tech habits
that drive coworkers crazy. I have observed these in our open office.

The first has to do with cc abuse. Todays e-mail programs make it to easy to copy people who may be unrelated to the
discussion. Before clicking the cc field, writers should ask themselves whether it’s critical to ask all receivers specific
questions such as who wants the vegan or the barbecue lunch. Another annoying habit is what I call “radio silence.”
This occurs when receivers fail to respond to e-mails within 24 hours. It’s not that I expect responses to every Slack
message, tweet, DM, text message, voice mail, or Facebook post. As a writer, however, it is annoying when important
e-mail messages are ignored.

One of my coworkers complains about notification overload. Offices today are awash with chirps, dings, and rings of countless
devices that are allowed to ring and echo through the sweeping open space. The constant ding, ding, dinging is not only
annoying to the intended recipients. But also to nearby colleagues.

Another annoying habit has to do with jumbled threads. When writers do not observe the conventions of threading their
comments on Slack or e-mail. The structure of the conversation becomes garbled. This really annoying behavior is one of
the many tech irritants that aggravate coworkers.

142 Chapter 5: Short Workplace Messages and Digital Media

 A final irritant is channel hopping. I’ve heard a lot of complaining about coworkers who pursue the recipient from channel to
channel, following an e-mail with repeated Slack messages or a text. It would be advantageous if people let there coworkers
know their preferred method of staying in touch.

Hope this is helpful!

Best,

Nadya DeAlba
[Full contact information]

List at least five weaknesses.

5.2 Radical Rewrite: Information E-Mail—Tips for Video Conferencing (L.O. 5)

Bailey Owens, an IT and teleconferencing expert, responds to a request from Mareli Barajas, who wants advice for an internal
networking manual she is writing. Bailey’s advice is good, but his message is poorly organized, contains grammar and other errors,
and is hard to read.
YOUR TASK. Analyze the following message and list at least five weaknesses. Then revise it if your instructor advises.

To: Mareli Barajas <[email protected]>

From: Bailey Owens <[email protected]>
Subject: Your Request

Dear Mrs. Barajas:

Hey, thanks for asking me to provide some help with the networking manual about teleconferencing that you are preparing
and working up for Trevi Publications. Appreciate this opportunity! Although you asked me to keep it brief, I could give you
an extensive, comprehensive list of dos and don’ts for videoconferencing. If you want this, let me know.

As an alternative to on-site meetings, virtual meetings became a necessity during the COVID-19 pandemic. Here’s a bunch of
tips for your manual. First and foremost, plan ahead. All participants should be notified well ahead of time of things like the
date, time, and duration. It’s your job to send log-ins and passwords by e-mail. Zoom, for example, generates all necessary
information automatically and you can distribute the invitation by e-mail.

If you have documents that are needed during the conference, send them by e-mail ahead of time or prepare them to be shared
onscreen during the meeting. Be very careful with the log-in credentials if you don’t want to be “Zoom-bombed.” This means
that anyone with the password and meeting ID can hijack your meeting and cause all kinds of mischief. For the same reason,
use a waiting room approximately 10 minutes before admitting attendees to your meeting at the appointed time. That way you
can control admission.

Another tip has to do with muting (silencing) your microphone. Believe me, there’s nothing worse than barking dogs, side
conversations. And worst of all is the sound of toilets flushing during a video conference. Ick! Also, check your camera before
the meeting! Activate it once the meetings is about to begin. If you use headphones, make sure they work too.

You should play with your microphone, speakers or headphones, and camera until you sound and look good. And of course,
don’t shuffle papers. Don’t eat. Don’t move things while your speaking. You may have heard that some people love to wear
pajama bottoms and shorts with their suit jacket. Don’t do it. Resist the temptation. Look good, feel good, but don’t overdo it.
Business casual will suffice.

My final tip involves using a waiting room before admitting participants to the meeting. They will see a slide that tells the
meeting details. Such as the start time, audio and video information, and the agenda. This waiting-room slide should go up
about 10 minutes before the meeting begins.

Hope this helps!

Bailey

Bailey Owens | A-Z Conferencing and IT | [email protected]

List at least five weaknesses.

Chapter 5: Short Workplace Messages and Digital Media 143

 Activities and Cases

5.3 Instant Messaging: Live Chat Training at TransAvia Airlines (L.O. 2)

Communication Technology E-Mail Team Web

Live chat operators who help customers by exchanging instant messages with them in real time play an important role in
customer service. The goal of providing such direct communication online is to inform and troubleshoot, but also to build a lasting
relationship with customers. Ideally, by being cordial, professional, and helpful, live chat operators can contribute significantly
to turning customers into fans of the company or brand. Representatives must sound authentic and human. TransAvia Airlines is
training its representatives with hypothetical customer service scenarios. Following are two logs of chats by trainees who were
asked to respond to a customer, Victor, in an online chat.
YOUR TASK. Carefully review the logs of the conversations between Victor and Representative 1 as well as Representative 2.
Individually or as a team, critique Rep 1 and Rep 2 in class or in an e-mail to your instructor summarizing your observations. Support
your views with examples. For instance, you could comment on the representatives’ courtesy, helpfulness, tone, or writing skills.
Then, if your instructor asks you to rewrite this chat, try your hand at being Representative 3 and apply some of the lessons you
have learned in this chapter and Chapter 4.
Tip: Create a table to approximate the dialogue in an online chat. Note that sometimes the same person may write two or more
comments in a row instead of waiting for a reply to the first one.

Representative 1 Representative 2
Rep: Hey, Victor, what’s shakin’ in Atlanta? What do Rep: Good day, dear sir! We are honored to serve esteemed
you need? customers like you.
Victor: Hi. Victor: Hi.
Rep: Perf to have you here. Hiw can I hlep? Rep: How can we be of assistance?
Victor: Your award-travel system sucks!! I’m so tired of Victor: Your award-travel system sucks!! I’m so tired of
wasting time on your website! wasting time on your website!
Rep: Whoa! Chill!?. Why diss our system. What trasnpired Rep: We are so very sorry to hear that your customer expe-
rience is less than stellar, sir!
Victor: What happened is that I keep getting an error Victor: What happened is that I keep getting an error mes-
message just before I click Purchase. I tried many times. sage just before I click Purchase. I tried many times.
Victor: What point are award miles when they can’t Victor: What point are award miles when they can’t be
be redeemed?? redeemed??
Rep: Where… what Just a sec I’m on another chat. Rep: Would you be so kind and describe the precise nature
Whats wrong? of your issue?
Victor: I am planning a business trip to London with Victor: I am planning a business trip to London with some
some of my 500k frequent flyer miles. Whenever I of my 500k frequent flyer miles. Whenever I choose the
choose the itinierary, fill in payment information for the itinierary, fill in payment information for the taxes etc, I hit
taxes etc, I hit Purchase and an Error !!! pops up. I can’t Purchase and an Error !!! pops up. I can’t finish the booking.
finish the booking. So annoying! Who has the time?? So annoying! Who has the time??
Rep: How v nice to be able to go to London Wow, Rep: When you visited our website, we saw your credentials
500k miles? I can see your search in our systm. Lemme and search parameters. I shall attempt to complete the
try it for you. Leave technology to a milenial! [Pause] booking in your stead. [Pause]
Rep: Nope! it doesn’t work Sorry. System is new and Rep: I’m truly inconsolable, sir. It appears that I am unable
has glitches. to complete the transaction using our new system. I might
need to escalate the problem to my supervisor.
Victor: Why on earth do you roll out something that’s Victor: Why on earth do you roll out something that’s full of
full of bugs, why waste my time?? bugs, why waste my time??
Rep: Yasss, good question tbh. Listen I can try to get Rep: Please stay calm, sir. We are trying our best to serve
on this and will let you go now. When I make the book- you. As one of America’s most respected airlines, we take
ing I will give you a buzz first. then shoot you an email. customer service very seriously. Allow me to keep trying to
Our tech boss has a blog for complaints. You should complete the transaction gratis, without live booking fees.
give him an earful there!! He says he wants to hear I shall telephone you and communicate via e-mail once the
from our ticked off customers. Will send you the link booking is completed. You will also receive a link that will
too. Oh and I will save you money, no live booking fees. allow you to share your experience with our CTO.

144 Chapter 5: Short Workplace Messages and Digital Media

 Representative 1 Representative 2
Victor: Okay. That’s a relief. Thanks. I’ll be awaiting Victor: Okay. That’s a relief. Thanks. I’ll be awaiting your call
your call and e-mail. and e-mail.
Rep: Anything else I can do?? Rep: May we do even more to provide excellent service, sir?
Victor: No, gotta run! Bye Victor: No, gotta run! Bye
Rep: Cheers! Rep: Have an enjoyable day, sir. Goodbye!

5.4 Instant Messaging: Practicing Your Professional Real-Time Chat Skills (L.O. 2)
Communication Technology Social Media Team Web

Your instructor will direct this role-playing group activity. Using instant messaging, you will simulate one of several typical business
scenarios—for example, responding to a product inquiry, training a new-hire, troubleshooting with a customer, or making an
appointment. For each scenario, two or more students chat professionally with only a minimal script to practice on-the-spot, yet
courteous, professional interactions by real-time chat. Your instructor will determine which client software or app you will need and
provide brief instructions to prepare you for your role.
If you don’t have instant messaging software on your computer or smart device yet, download the application first—for example,
Slack, WhatsApp, Facebook Messenger, or Skype. All messaging software enables users to share photos and media files. These
advanced features turn messaging apps into a simple conferencing tool and video phone. You can make voice calls and use
webcam video as well. Zoom and FaceTime are other videoconferencing options. Contrary to calling landlines or cell phones, you
can connect for free on Wi-Fi with people all around the world, as long as you’re both connecting by the same app. You may want
to use a computer because downloading chat sessions is easier on a computer than on a smartphone.
YOUR TASK. Open the messaging or chat app your instructor chooses. Follow your instructor’s directions closely as you role-play
the business situation you were assigned with your partner or team. The scenario involves two or more people who communicate
by real-time chat.

5.5 Discovering Your Favorite Business Podcast Series (L.O. 3)

Communication Technology E-Mail Social Media Team Web

Podcasting done right is hard work. Most podcasts (80 percent) fail or no longer publish.98 Experts advise business podcasters first
to provide quality content with an authentic voice to build value, and to consider money making second.99 To browse
and learn from popular favorites, search for iTunes Charts US Podcasts or Top US Podcasts Insights (Apple Podcasts Top Charts). These
sites rank the top 100 most popular podcasts, some business-related (e.g., The $100 MBA, Freakonomics Radio, The Indicator
from Planet Money, How I Built This, and HBR Ideacast). Podcast Awards, an annual ranking of favorites selected by listeners and
podcasters, is another resource for finding valuable podcasts in various categories, including business, science, and technology.
Past winners include the irreverent, chatty Big Girl Money show and Ellen on the Go featuring Ellen DeGeneres.
YOUR TASK. Using the rankings mentioned above or other podcast sources, individually or as a small team find a highly rated
business-related podcast series that sparks your interest. Scan the topics covered. Listen to several episodes and jot down notes.
Evaluate the show’s format (e.g., frequency of publication, duration, number of presenters or hosts, music use, interviews, formality
of tone, professionalism, and other characteristics).
Categorize the content of your chosen podcast series (topics covered, invited guests, value of the information presented, your
level of interest, and more). Look up the producer’s credentials. Are the hosts competent subject experts? Find out what other
authorities say about the podcast you selected and its producers. Then consider the overall value and credibility of the show.
Would you recommend the podcast series to your classmates? Why or why not? Summarize your findings in a well-organized e-mail
or classroom presentation. Alternatively, create an informative but brief social media post for an audience that doesn’t know the
podcast series or tweet an intriguing tidbit about the show.

5.6 Analyzing a Podcast (L.O. 3)

Communication Technology E-Mail Social Media Web

Browsing the podcasts at iTunes, you stumble across the Quick and Dirty Tips series, specifically Money Girl, who has been
dispensing financial advice since 2008. You sign up for the free podcasts that cover a variety of business topics. You can also visit
the website Quick and Dirty Tips or interact with Laura D. Adams on her Money Girl Facebook page. Alternatively, examine the
advice conveyed via podcast, the Web, Facebook, and Twitter by clever Grammar Girl Mignon Fogarty.

Chapter 5: Short Workplace Messages and Digital Media 145

YOUR TASK. Choose a Money Girl podcast that interests you. Listen to it or obtain a transcript on the website and study it for its
structure. Is it direct or indirect? How is it presented? What style does the speaker adopt? How useful is the information provided?
At your instructor’s request, write an e-mail that discusses the podcast you analyzed. Alternatively, if your instructor allows, you
could also send a very concise summary of the podcast by text message from your smartphone or tweet to your instructor. Try
limiting yourself to no more than 280 characters to practice conciseness.

5.7 Creating a Simple Business Podcast (L.O. 3)

Communication Technology Social Media Web

Do you want to try your hand at producing a podcast? Businesses rely on a host of social media and communication technologies
when reaching out to the public or internally to their workers. As you have seen, some companies produce such short audio or
video clips on focused, poignant subjects. The following process describes how to create a simple podcast.
Select software. The best software for newbies is Audacity and GarageBand (Mac only). One step up is Adobe Audition. They allow
recordings within a Web browser or from a smartphone. Most can also be accessed as mobile apps.
Obtain hardware. For high sound quality, you may need a sophisticated microphone and other equipment. The recording room
must be properly shielded against noise, echo, and other interference. Many universities and some libraries provide recording
booths. In the absence of fancy recording locations, a quiet room at home will do.
Organize the message. Make sure your broadcast has a beginning, middle, and end. Build in some redundancy. Previews,
summaries, and transitions are important to help your audience follow the message.
Choose an extemporaneous or scripted delivery. Extemporaneous delivery means that you prepare, but you use only brief notes. It
usually sounds more spontaneous and natural than reading from a script, but it can also lead to rambling, repetition, and flubbed lines.
Prepare and practice. Practice before recording. Editing audio or video is difficult and time consuming. Try to get your recording
right, so that you won’t have to edit much.
Publish your message. Once you post the MP3 podcast to your course website or blog, you can introduce it and request feedback.
YOUR TASK. Create a short podcast about a business-related subject you care about. Producing a simple podcast does not
require sophisticated equipment. With free or inexpensive recording, editing, and publishing software such as Audacity, you can
inform customers, mix your own music, or host interviews. Any digital recorder can be used to create a no-frills podcast if the
material is scripted and well-rehearsed. If all fails, even voice mail recordings can be used for this purpose.

5.8 Blogging: Learning From the Best (L.O. 4)

Communication Technology E-Mail Social Media Web

Examine the blogs of Seth Godin, Chris Brogan, Guy Kawasaki, Bill Marriott, and other acclaimed bloggers. See what tricks of the
trade you can adopt and make work for you.
YOUR TASK. You may be asked to write a blog post detailing your analysis of the professional blogs you have examined. Apply
the best practices for professional business blogs outlined in this chapter. Remember to offer a catchy title that will attract browsers
or, in this case, your peers in class and your instructor. Share helpful advice in easy-to-read numbered items and, if applicable,
provide links to other relevant articles. To motivate readers to respond, ask questions at the end of your blog entry.

5.9 Blogging: Writing a Blog Post (L.O. 4)

Communication Technology E-Mail Social Media Web

Review the guidelines for professional blogging in this chapter. Find a recent social media–related study or survey, and target
an audience of business professionals who may wish to know more about social networking. Search for studies conducted by
respected organizations and businesses such as Pew Research Center, Robert Half International, Burson-Marsteller, ePolicy Institute,
and U.S. government agencies, as applicable. As you plan and outline your post, follow the advice provided in this chapter.
Although the goal is usually to offer advice, you could also weigh in with your opinion regarding a controversy. For example, do you
agree with companies that forbid employees to use company computers to access their social media accounts? Do you agree that
millennials and Gen Z are losing social skills because of excessive online connectivity?
YOUR TASK. Compose a one-page blog entry in MS Word. Post it to the discussion board on the class course-management
platform, or e-mail it to your instructor, as appropriate. Because you will be drawing on other people’s ideas, be careful to paraphrase
correctly and not to copy from your sources. Visit Chapter 10 to learn how to put ideas into your own words with integrity.

146 Chapter 5: Short Workplace Messages and Digital Media

5.10 Epic Twitter Blunders (L.O. 5)
Communication Technology E-Mail Social Media

The modern workplace is a potential digital minefield. The imprudent use of practically any online tool—whether e-mail, real-time
messaging, texting, tweeting, blogging, or posting to Instagram—can land workers in hot water and even lead to dismissal. Here
are five ways Twitter can get you canned for showing poor judgment:100
a. Sending hate tweets about the boss. Example: My idiot boss said he put in for raises. I think he lies. He is known for that. His daddy
owns the company.
b. Lying to the boss and bragging about it. Example: I so lied to my boss . . . I was late but I said I forgot my badge and got away with it.
c. Romancing the boss (kissing and telling). Example: I give the boss what he wants, and the fringe benefits are amazing.
d. Announcing the desire to quit. Example: So close to quitting my job right now. Sometimes I can’t [expletive] stand this place
[expletive] moron assistant plant manager I’m about to deck him.
e. Blocking your boss. Example: i kept my promise . . . my boss thought she was gonna follow me on here . . . i BLOCKED her [expletive] ASAP.
YOUR TASK. Discuss each violation of Twitter best practices, or summarize in general why these tweets are potentially damaging
to their authors. How could the Twitter users have handled their grievances more professionally? Should they have refrained
altogether? Comment on the style of these questionable tweets. If your instructor requests, summarize your observations in an
e-mail message or an online post.

5.11 Social Media: Following the Top 10 Most Plugged-in CEOs (L.O. 5)
E-Mail Social Media Team Web

If you are a budding entrepreneur and future tycoon, you may be looking to successful business leaders for inspiration. Learning
about and connecting with chief executives has never been easier thanks to social media. Consulting firm Brunswick Group
examined the digital profiles of 790 CEOs in the U.S. and U.K. for their social media presence on Facebook, Instagram, Twitter, and
LinkedIn. Additionally, Brunswick surveyed thousands of employees in both countries for its study. After crunching 100,000+ data
points, the firm established a ranking of CEOs based not only on connectedness, that is, the presence of accounts, but also on their
owners’ active engagement. The ranking extends from the lowest score of 536 for Flutter Entertainment CEO Peter Jackson, who
placed 100th, to No.1-ranked Walmart CEO Doug McMillon and his score of 829. The study also confirmed that Twitter and LinkedIn
are the CEOs’ preferred networking sites.101
Social media are “an unfiltered forum for corporate leaders to listen to their communities and to connect by sharing their successes
and challenges,” Nasdaq president and CEO Adena Friedman says. The fourth-ranked CEO believes that “Social media projects
the human side of the corporate world.”102 The Brunswick study revealed that most workers check a CEO’s social media accounts
before joining a company. The candidates also consult Glassdoor, a popular platform where current and former employees submit
anonymous company reviews, including otherwise hard-to-come-by salary information. A top Glassdoor score means high job
approval among employees. Highly connected CEOs on average scored better than their less connected peers on Glassdoor (+5
percent), as did their companies (+3 percent).
YOUR TASK. Search for the Connected Leadership report by Brunswick on the Web. Peruse or download a PDF copy. You will find
that the top five executives are Doug McMillon (Walmart), Brent Saunders (Allergan), Ramon Laguarda (PepsiCo), Adena Friedman
(Nasdaq), and Dan Schulman (PayPal). Mary Barra (GM), Hans Vestberg (Verizon), and Ed Bastian (Delta Air Lines) are also among
the top 10 CEOs. Individually or as a team, select a CEO who interests you. Analyze the executives’ presence and influence on their
social media networks of choice. Find out how many followers they have, how often they post, what topics they discuss (strictly
business or personal), how they come across to you (approachable and friendly or formidable and tough), and more. Correlate these
observations with the executives’ Glassdoor scores. Does the approval score match your CEO’s Brunswick survey rating? Discuss
your findings as a group or in class. If asked, summarize your research in a cogent e-mail or memo.

5.12 Social Media: Serious Withdrawal? (L.O. 5)

Communication Technology Social Media Web

Could you give up your electronic toys for 24 hours without withdrawal symptoms? How about quitting social media cold turkey for
a week? Thirty days? Would you be able to survive unplugged from all media? Headlines decrying social media addiction litter the
Internet. Self-declared social media junkies detail the lessons they learned after renouncing their gadgets for a “detox,” “sabbatical,”
“purge,” or “dramatic spree.” Those who go offline describe feelings of emptiness, boredom, loneliness, depression, and anxiety.
Some are baffled by their digital friends reacting to their abstinence with coercion, cajoling—even scorn!103
In one study a class of 200 students at the University of Maryland, College Park, went media free for 24 hours and then blogged
about the experience.104 Some did sound like addicts going cold turkey: In withdrawal. Frantically craving. Very anxious. Extremely

Chapter 5: Short Workplace Messages and Digital Media 147

antsy. Miserable. Jittery. Crazy. One student lamented: I clearly am addicted and the dependency is sickening. In the absence of
technology that anchors them to friends and family, students felt bored and isolated. One wrote: I felt quite alone and secluded from
my life. Although I go to a school with thousands of students, the fact that I was not able to communicate with anyone via technology was
almost unbearable.
The study reveals a paradigm shift in human interaction. Some users are viscerally wedded to electronic toys, so much so that
technology has become an indispensable part of their lives. Electronically abstinent students stated that they spent more time on
course work, took better notes, and were more focused. As a result, they said they learned more and became more productive.
They also reported that they spent more time with loved ones and friends face-to-face. Life slowed down and the day seemed
much longer to some.
YOUR TASK. Discuss in class, in a chat, or in an online post the following questions: Have you ever unplugged? What was that
experience like? Could you give up your smartphone, iPod, TV, car radio, online magazines and newspapers, and computer (no
texting, no Facebook, or IM) for a day or longer? What would you do instead? Is there any harm in not being able to unplug?

Grammar/Mechanics Checkup 5

Prepositions and Conjunctions

Review Sections 1.18 and 1.19 in the Grammar Review section of the Grammar/Mechanics Handbook. Then select the correct form
to complete each of the following statements. Record the appropriate Grammar/Mechanics section and letter to illustrate the
principle involved. When you finish, compare your responses with those at the bottom of the page. If your answers differ, study
carefully the principles in parentheses.

b (1.18a) EXAMPLE a. When do you expect your daughter to graduate high school?
b. When do you expect your daughter to graduate from high school?

1. a. Instant messages should be respectful, professional, and written with brevity in mind.
b. Instant messages should be respectful, professional, and brief.

2. a. Don’t you hate when you must write a clarifying e-mail because you couldn’t understand
someone’s message?
b. Don’t you hate it when you must write a clarifying e-mail because you couldn’t
understand someone’s message?
3. a. If the boss urgently wants to see you, than you must be in trouble.
b. If the boss urgently wants to see you, then you must be in trouble.
4. a. Ethnocentrism is when you think your culture is better than any other.
b. Ethnocentrism is the idea that your culture is better than any other.
5. a. The new marketing trainee is more experienced than the last.
b. The new marketing trainee is more experienced then the last.
6. a. What type of smartphone do you prefer—iPhone or Android?
b. What type smartphone do you prefer—iPhone or Android?
7. a. Can you tell me where the cafeteria is at?
b. Can you tell me where the cafeteria is?
8. a. Did you apply to the subsidiary in Chicago or to the headquarters in Boston?
b. Did you apply to the Chicago subsidiary or the Boston headquarters?
9. a. The job candidate said she graduated college last year.
b. The job candidate said she graduated from college last year.
10. a. Myra had a great interest, as well as a profound respect for, environmental activism.
b. Myra had a great interest in, as well as a profound respect for, environmental activism.

148 Chapter 5: Short Workplace Messages and Digital Media

 11. a. A behavioral interview question is when the recruiter says, “Tell me about a time. . . .”
b. A behavioral interview question is one in which the recruiter says, “Tell me about a
time. . . .”
12. a. Connor’s slide presentation was too long, as we feared it would be.
b. Connor’s slide presentation was too long, like we feared it would be.
13. a. An ethics code is where a set of rules spells out appropriate behavior standards.
b. An ethics code is a set of rules spelling out appropriate behavior standards.
14. a. Please store coffee pods and sugar near the espresso machine.
b. Please store coffee pods and sugar near to the espresso machine.
15. a. Plant visitors must wear hard hats, bring protective eye wear, and caution needs to be
exercised.
b. Plant visitors must wear hard hats, bring protective eye wear, and exercise caution.

(1.19b) 13. b (1.19c) 14. a (1.18b) 15. b (1.19a)

1. b (1.19a) 2. b (1.19c) 3. b (1.19d) 4. b (1.19c) 5. a (1.19d) 6. a (1.18a) 7. b (1.18b) 8. b (1.18c) 9. b (1.18a) 10. b (1.18e) 11. b (1.19c) 12. a

Chapter 5: Short Workplace Messages and Digital Media 149

 Editing Challenge 5
Every chapter provides an editing exercise to fine-tune your grammar and mechanics skills.
The following e-mail requires edits that address grammar, punctuation, conciseness, lead-ins, parallelism, listing techniques, and
other writing issues. Study the guidelines in the Grammar/Mechanics Handbook (Appendix D), including the lists of Confusing
Words and Frequently Misspelled Words.
YOUR TASK. Edit the following by (a) inserting corrections in your textbook or on a photocopy using the proofreading marks in
Appendix C or (b) downloading the message from www.cengage.com and correcting at your computer.

To: Department Heads, Managers, and Supervisors

From: Tristan Garcia <[email protected]>
Subject: Submitting Appraisals of Performance by May 2

This is just a reminder to all of you to say that performance appraisals for all
you employees must be submitted by May second. These appraisal are especially
important and essential this year because of job changes, new technologys, and
because of office reorganization.

To complete your performance appraisal in the most effective manner, you should
follow the procedures described in our Employee Manual. Let me briefly make a
review of those procedures;

Be sure each and every employee has a performance plan with three or 4 main
objective.
For each objective make an assessment of the employee on a scale of 5
(consistently exceeds requirements) to 0 (does not meet requirements.

as Time Management rather then to behaviors such as habitual lateness.

We look upon appraisals as a tool for helping each worker assess his performance.
And enhance his output. Please submit and send each employees performance
appraisal to my office by May second. If you would like to discuss this farther, please
do not hesitate to call me.

Tristan Garcia, Director

Human Resources | [email protected] | Office: 423-388-9897 | Cell: 865-335-3357

150 Chapter 5: Short Workplace Messages and Digital Media

 Communication Workshop: Social Media

Being Astute in the Information Age

In college you are learning to think, read, and ask questions so low energy that they can’t heat body tissues or damage
to function in a complex networked world. The avalanche of human DNA.106 The microchip conspiracy is based on a poor
information that engulfs you daily requires you to evaluate understanding of science and on fear. RFID chips are used
sources critically because not all news outlets were created widely in logistics to guard against counterfeiting and to
equal. Some engage in deliberate disinformation as they monitor expiration. Such microchips remain on the outside of
pursue hidden political agendas. Others may be purposely the syringe; they are not injectable. Private information is not
manipulated by hostile powers engaging in a cyber war. Bots stored on the microchips affixed to syringes, nor are specific
and fake accounts have been found to spread propaganda — people being tracked.107
untruths planted to divide Americans, disrupt public discourse,
In one episode of his popular HBO show Last Week Tonight—
and even interfere in democratic elections—via social media.
available on YouTube—comedian John Oliver addressed
conspiracy myths and the harm they are causing.108 He usefully
Disinformation and Fake News covered three points: (1) why conspiracy narratives are popular,
(2) how to detect them, and (3) how to stop them. Then he
As a discerning businessperson and voter in a democracy, offered three questions to help debunk a conspiracy myth:
you will be challenged to stay informed, detect fake news (1) Is there a rational non-conspiracy explanation? (2) Has this
stories, confront conspiracy narratives, and withstand attempts narrative held up to scientific or expert scrutiny? and (3) How
at manipulation. However, even the very definition of the plausible is this conspiracy as a practical matter?
catch phrase fake news is complex. After all, many types
CAREER APPLICATION. In an age of automation that
of misinformation (accidental untruth) and disinformation will devour millions of jobs, positions that require thinking,
(intentional untruth) exist. Two U.S. economists have presented brainpower, and decision-making skills are likely to remain
research defining fake news as “news stories that have no plentiful. To be successful in these jobs, you will need to be
factual basis but are presented as facts.”105 In partisan politics, able to think critically, make well-founded decisions, and
the term fake news has also been used to describe unwelcome communicate those decisions. All workers, from executives to
evidence that some people find uncomfortable because it subordinates, need the ability to think creatively and critically.
clashes with their convictions. When your boss or team leader says, “What do you think we
ought to do?” you want to be able to supply good ideas and
Conspiracy Myths* demonstrate that you can think critically. This means voicing
opinions that are backed by solid reasons and evidence.
Although it’s easy to laugh off conspiracy narratives, too many
people believe (1) the COVID-19 pandemic was caused by a YOUR TASK. Choose a popular conspiracy myth—preferably
biological war, (2) the disease was at least partially spread by a business-related one—and subject it to the kind of scrutiny
5G cell towers, or (3) the COVID-19 vaccine syringes implant proposed by John Oliver. You may want to watch the 22-minute
tracking RFID chips in people’s bodies. Adherents believing YouTube video of Last Week Tonight before applying John
such outrageous claims went so far as to vandalize cell towers Oliver’s critical-thinking questions to an actual conspiracy
and refuse life-saving vaccinations. The 5G conspiracy tale narrative. As a critical thinker, don’t forget to ask why, as Oliver
began in an obscure Belgian newspaper that cited a wholly does, to illuminate the question what makes conspiracies
unqualified physician and slapped a sensationalist headline so very appealing and so resistant to rational thought and
on the article. His claims went viral. Yet radio frequency waves debunking. Summarize your research in a memo or e-mail at the
emanating from cellphone towers and smartphones are direction of your instructor.

* We purposely avoid using the words conspiracy theory because they describe a paradox. A theory is a scientific construct; the belief in
an unproven, absurd, even patently false conspiracy is not.

Chapter 5: Short Workplace Messages and Digital Media 151