Chapter 7: Introduction to Social Media Communication and Professional Environments

Chapter Learning Outcomes

In this chapter you will:

  1. Trace the evolution of online and digital media.
  2. Discuss how digital and online media are more personal and social than traditional media.
  3. Identify social media engagement behaviour types.
  4. Explore ways to use digital communication as a business professional.
  5. Discuss emerging netiquette standards in social media used for professional purposes.

In the last 20 years, online and digital media have grown  to become fixtures in the daily life of most people in Canada. Prior to the turn of the century, traditional media, which consisted of mainly print, radio, and television/movies, was limited to a few places and had a somewhat limited presence in lives and societies. For example, in the 20th century, radio and television grew to become features in the home. Movies were primarily enjoyed in theaters until VCRs and DVD players brought them into homes. The closest thing to a portable mass medium in the 20th century was reading a book or paper on a commute to and from work.

Digital media in the 21st century are both more personal and more social than traditional media. Electronic devices (some small enough to fit into a pocket) have changed the way we communicate, including the way we approach communication in business. In this chapter, you will learn more about the evolution of digital media, as well as consider how people engage with digital media and how you can begin to use digital media as a business professional.

To open this chapter, watch the following 16 minute video from Helen Morris-Brown on The Psychology of Communicating Effectively in a Digital World.

Chapter Acknowledgements

This chapter has been adapted from the following texts:


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Advanced Professional Communication Copyright © 2021 by Melissa Ashman; Arley Cruthers; eCampusOntario; Ontario Business Faculty; and University of Minnesota is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License, except where otherwise noted.

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