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Chapter 7. Crafting Messages for Electronic Media

What Is Social Media?

A powerful global conversation has begun. Through the Internet, people are discovering and inventing new ways to share relevant knowledge with blinding speed.

Case Study: Corporate Blogging at Harley-Davidson

The purpose of this study was to raise awareness about the potential opportunities for blogging at Harley-Davidson, why people should blog at the company, the options for both internal and external blogs, best practices, and recommendations.

A Prank at Domino's: Why You Need to Understand the Power of Social Media

When two Domino’s Pizza employees (Kristy Hammonds and Michael Setzer, photos left) filmed a prank in the restaurant’s kitchen, they decided to post it online. In a few days, thanks to the power of social media, they ended up with felony charges, more than a million disgusted viewers, and a major company facing a public relations crisis.

In videos posted on YouTube and elsewhere this week, a Domino’s employee in Conover, N.C., prepared sandwiches for delivery while putting cheese up his nose, nasal mucus on the sandwiches, and violating other health-code standards while a fellow employee provided narration.

The two were charged with delivering prohibited foods.

By Wednesday afternoon, the video had been viewed more than a million times on YouTube. References to it were in five of the 12 results on the first page of Google search for “Dominos,” and discussions about Domino’s had spread throughout Twitter.

Read more . . .

See Disgusting Video in Full

FedEx Situation Is a Good Reminder: Think Before You Speak

Twitter, Facebook, Flickr, forums, blogs and the zillions of other places you can share your opinion aren't closed forums. You never know who is reading them. Beyond that, you never know who will come in down the line and go back and read what you wrote weeks, months or even years ago. Think before you speak. If you can think of someone you wouldn't' want to hear you say what you're about to say, you probably shouldn't say it in a social media venue.

For example, let's talk about a situation that relates to FedEx.


An RSS Tutorial

Learn how RSS newsfeeds work with this visually illustrated tutorial.

Beginner's Guide to Podcasting

This 15-section guide gives you the information you need to become a podcaster.

9 Tips to Get the Most Out of Social Media

I recently had the opportunity to talk with social media expert Muhammad Saleem about social networking.

Muhammad is the one to watch in the social media sphere. He’s a top-ranked user on Digg, Propellr, Reddit, and other social news sites, he has almost 2,000 followers on Twitter, and he blogs or contributes guest posts just about everywhere. He is just the person I wanted to talk to about making the most of social networking services like LinkedIn, Facebook, and Twitter.

Social Networking for Business: You Must Participate

Interview with technology expert David Spark (left), founder of Spark Media Solutions, a new media consulting company.

The Unwritten Rules of Social Networking

Drumming up a fan base on MySpace, LinkedIn, Facebook or Twitter isn't as simple as sending out friend requests. To find followers, you need to create threads and promote products on social sites. To do so, there are a few unwritten rules of etiquette you should know. Master the etiquette so you can stop sending Super Pokes and start winning over your connected consumers.

How to Create Your Own Podcast: A Step-by-Step Tutorial

A podcast is:

1. An audio file you create in .mp3 format
2. Which contains your own radio show or any audio you wish others to have
3. That you upload along with an RSS (Really Simple Syndication) file to a server (your website for instance)
4. That your intended listeners download using one of several programs that have been created to retrieve your audio file automatically
5. So they can listen to it at their convenience on their own iPod or .mp3 player.