Chapter 8

D. causes confusion over which communication channels to use. Social media present many challenges and risks. The primary challenges are cultural. The abundance of communication channels causes confusion over which communication channels to use.

A. Social The Social Age is an era in which people engage in networked communication, collaborate across boundaries, and solve problems communally.

C. an inverted pyramid with the most important information first A press release is written in third person in what is often referred to as inverted pyramid style by answering the basic questions of who, what, when, where, and why within the first paragraph. The story then provides supporting details. At the end, it explains background.

A. reputation. According to the Institute for Public Relations, corporate reputation "is an intangible asset that allows the company to better manage the expectations and needs of its various stakeholders, creating differentiation and barriers vis-à-vis its competitors.

E. the press release and the op-ed piece The two most common formats for public relations messages placed on a company blog are the press release and the op-ed piece.

D. a story about how much fun she and her coworkers had visiting bars after the annual sales meeting Social media tools make it easier than ever to damage your professional brand and online reputation. When you make inaccurate or unprofessional posts, your incompetency, unprofessionalism, and other mistakes are broadcast to a much larger network In fact, one mistake can undermine your reputation. By posting about bars, Jessica sends the message that she expects fun, not professional enrichment, from the annual sale meeting.

B. About one-half of his posts detail one of Len's accomplishments. Some business professionals damage their reputations because their social media use sends meta messages that they are self-promoters and careerists. Generally, this reputation comes from excessively drawing attention to one's own professional skills and interests.

D. social media. Web 2.0 communication tools, often referred to as social media, include social networks, blogs, wikis, gaming, podcasts, and information tagging.

E. just one or a few individuals. Traditionally, most blogs include entries by just one or a few individuals.

C. a photograph of her smiling face Most business professionals are eager to see a profile picture that displays a professional, friendly person.

B. You can customize your dashboard to display selected features. Most social software systems contain a dashboard, your front page when you log in to the system, which operates as your communication hub. In most cases, you can customize the dashboard to display the features that most interest you.

D. anyone who contributes to the company's success or failure. Public relations has been defined as "the management function that establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success depends." In other words, public relations is fundamentally about building relationships with employees, customers, communities, the media, and other stakeholders.

E. just one or a few individuals. Traditionally, most blogs include entries by just one or a few individuals.

C. personal and private Meta messages and reputations are grouped into four areas: personal and private; professional and private; personal and public; and professional and public. In each domain of your online communications, you should think about the meta messages you would like to send so that you build a credible reputation. A reputation for being exciting and fun-loving will be sough-after in the personal and private domain.

B. depend on content creator and avoid expressing his or her own opinion. User 1.0 refers to an individual who primarily uses and prefers Web 1.0 tools, whereas User 2.0 refers to an individual who primarily uses and prefers Web 2.0 tools. In the original Internet, which is often referred to as Web 1.0, most web pages were read-only and static. Similarly, Web 1.0 communication tools are primarily passive and static.