David has been asked by his boss to prepare a report about ways to use online and digital media communication tools, and what digital strategies the institution might use to promote job opportunities. He has not used social media so far other than for personal use, and is uncertain about business contexts and website design.
- What tools or ideas could David suggest to his boss to help promote job opportunities at his organization?
- What factors should David consider when designing his message to build engagement?
- What kind of approaches should David steer clear of?
- What might David do with his own digital footprint, as an established (but not very digital) business professional?
Key Takeaways and Terms to Know
Whether in the public or private corners of the internet, conduct yourself online in a manner that is always conducive to your professional success, following established netiquette principles, as well as using social media effectively and responsibly.
- Analog media – created by encoding information onto a physical object that must then be paired with another device capable of reading that specific code.
- Co-creation – this is the highest level on the matrix, in which users are earning, sharing, advocating, socialising and co-developing.
- Co-Destruction – users will create new negative content with the aim of diminishing the reputation, trust or value of a person/brand/platform.
- Consumption – this is a passive form on engagement, where users are reading and watching, primarily using social media as a source of information.
- Crowdsourcing – refers to the idea stage of development where people from various perspectives and positions offer proposals or information to solve a problem or create something new.
- Detachment – detached users have actively disengaged with a social media platform, person or brand. They will “unlike” or adjust settings so they do not see information or content.
- Digital media – composed of and/or are designed to read numerical codes (hence the root word digit).
- Digital footprint – how you are represented on the internet. May include images and a variety of social media networks if you participate in them.
- Dormancy – these users may have previously been engaged online, but may occasionally be described as ‘lurkers’. They make no contributions nor do they engage online.
- Negative contribution – users will make negative active comments to try and influence others to change their feelings or opinions about a brand, subject, person or platform.
- Positive contribution – users are engaging with content and others, but not necessarily adding content.
- Social networking sites (SNSs) – allow users to build a public or semipublic profile, create a network of connections to other people, and view other people’s profiles and networks of connections.
- Technological convergence – the digitalization of traditional media that allows them to circulate freely and be read/accessed/played by many digital media platforms without the need for conversion.
Social Media Etiquette Rules for Business https://blog.hootsuite.com/social-media-etiquette-rules-for-business/
The State of Digital Literacy in Canada (2017). The Brookfield Institute report http://brookfieldinstitute.ca/wp-content/uploads/2017/04/BrookfieldInstitute_State-of-Digital-Literacy-in-Canada_LiteratureReview.pdf
- Content in this chapter was adapted from Communication in the Real World: An Introduction to Communication Studies by a publisher who has requested that they and the original author not receive attribution. It was originally released and is used under CC BY-NC-SA. The original work and this adaptation unless otherwise expressly stated, are licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
- Additional content was added from Understanding Media and Culture: An Introduction to Mass Communication by a publisher who has requested that they and the original author not receive attribution, which was originally released and is used under CC BY-NC-SA. This work, unless otherwise expressly stated, is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.