Staying current on the ever-changing features of social networking sites (SNS) can be daunting for anyone who teaches business or professional communication. Shifting focus from site features to student skills can help.

In a study led by Alexander J.A.M. van Duersen of the University of Twente, the researchers propose three groups of SNS skill for professional communicators:

Communicating: The researchers assert that SNS communication skills involve both communicating so others can understand you, and listening so you can understand others. Specific communication skills include effectively using SNS for external and internal correspondence, writing understandable narratives, understanding others’ emotions over chat, and participating in forum discussions.

Creating: Creation skills involve knowing how to create and publish professional SNS content for your organization. The researchers highlight skills of creating online media that communicate and align with your organization’s brand and values, and creating and publishing content in a way that enables and receives positive engagement from other users.

Strategizing: Strategy skills focus on making decisions, which includes gathering and analyzing SNS information and then using that information to achieve organizational goals. Specific strategic skills include using SNS for gaining customers, increasing profitability, getting ahead of competition, and enhancing relationships with stakeholders.

By focusing on the skills of communicating, creating, and strategizing, business and professional communication instructors can stay focused on what really matters: helping students gain skills that will transfer beyond the next site update.

Read the entire article “Social Network Site Skills for Communication Professionals: Conceptualization, operationalization, and an Empirical Investigation” by Alexander J.A.M. van Deursen, Carla Verlage, and Ester van Laar to learn more about essential SNS skills you can teach your students.

To learn other tips for teaching students about social media communication, take a look at Chapter 6 in our textbook Writing and Speaking for Business.

-Matt Baker

Source: IEEE Transactions on Professional Communication

​Image by Gerd Altmann

​The current election contest between Trump and Clinton serves to remind us of the importance of developing trust in our relationships. Public-opinion polls show that both Clinton’s and Trump’s trust ratings are below 50 percent. News media report that some voters are feeling compelled to choose the lesser of two evils, rather than the better of two good options.
 
The causes of this erosion of trust highlight the importance of one of Aristotle’s three time-proven modes of rhetoric—ethos. Ethos reminds us that the message content intertwines with who and what the speakers are themselves. Ethos requires that the audience must trust not just the speakers’ knowledge, skills, and abilities, but also the speakers’ genuineness, integrity, and honesty.
 
Examine your own ethos within your organization and between you and your clients. What can you do to earn and build other people’s level of trust in you? Here are a few suggestions.

1. Tell the truth, even when the truth is unpopular. Avoid exaggerating and embellishing the facts.
2. Fulfill your work responsibilities and complete what you say you’ll do.
3. Do high-quality work. Mark your work with excellence.
4. Work for the good of your team or organization, not for your own selfish interests.
5. Make sound decisions based on careful thinking.
6. Act in a socially appropriate manner, regardless of the setting, and always keep your emotions under control.
7. Be sensitive to the feelings of others.

 
Consider three additional ideas that can help build trust when you use social media:

1. Assist others in your network. Don’t just “take” from others in your network—you must also give assistance to others. Add substantive comments whenever you have useful content to contribute.
2. As you give assistance to others, ask nothing in return. Be genuine in your giving. Give to give, not to get.
3. When responding to social media, do more than simply “like.” While “liking” may be the best strategy for some situations, consider engaging more fully by adding a thoughtful comment or sending a direct message that shows you really took notice. Further, don’t be afraid to move offline and give the individual a personal phone call.

 
According to George MacDonald, “To be trusted is a greater compliment than being loved.” Therefore, always seek to develop high trust in your relationships. Further, seek never to lose the trust you have earned, because trust is much easier to gain than to regain once it is lost.
 
Apply these suggestions in your own workplace and personal life. You’ll find that the resulting increased ethos will give you additional persuasive power as you seek to influence others.

​-Bill Baker