Previously, I spoke to you all about "magical numbers" and how they impact business-like messages in social media. Now, I will be discussing where exactly I got the idea of "magical numbers", white papers.
White papers are advocates for solutions that will fit the customers needs. In other words, these documents summarize why a specific approach will work. Within my Business Writing course at UNCW I was directed to Purdue OWL, to get a better explanation of white-papers. I would recommend going to this site for further details. https://owl.english.purdue.edu/owl/resource/546/1/
To tie all of this together. I would like to research how white papers are useful in business marketing? Is there any way they could be harmful to a business?
For an assignment in my business course we had to find an example of a white paper. I believe the one I chose was very good at exemplifying all the required components. Just so you all can have a better look at what my research question will be examining, here you go http://www.thatwhitepaperguy.com/downloads/Response_Rates_white_paper.pdf
Wednesday, September 30, 2015
Saturday, September 26, 2015
How do "magical numbers" help build logos in social media?
The youtube video "How to Write a White Paper for Business Writing" by Melbourne SEO Services(https://www.youtube.com/watch?v=Mil0FPYIDRU) the magical numbers are 3,5, and 7, which are used to provide the audience with facts or tips in support of the main topic.These are said to be the numbers that stick out the most to an audience. Logos is defined as the "factual" rhetorical appeal, which is a term I've learned within my Business Writing course at UNCW.
To further expand on my previous research question, I want to research how these "magical numbers" can provide a more factual appeal to the information businesses post on social media. Personally, I believe if factual information is given by saying "5 ways to do...", or "3 reasons why.." it allows the to audience to process the information much easier, thus creating a quicker response.
(Figure 1)
Above, figure 1 gives a good example as to how PCMag uses the magical number idea in order to make their topic more persuasive and easy to read. I think the 3 examples they gave, allowed them to provide the audience with just enough information to prove to them why a Apple Car is necessary. Also, the amount of facts they provided didn't make the post an excessive length.
To further expand on my previous research question, I want to research how these "magical numbers" can provide a more factual appeal to the information businesses post on social media. Personally, I believe if factual information is given by saying "5 ways to do...", or "3 reasons why.." it allows the to audience to process the information much easier, thus creating a quicker response.
(Figure 1)
Above, figure 1 gives a good example as to how PCMag uses the magical number idea in order to make their topic more persuasive and easy to read. I think the 3 examples they gave, allowed them to provide the audience with just enough information to prove to them why a Apple Car is necessary. Also, the amount of facts they provided didn't make the post an excessive length.
Wednesday, September 23, 2015
How does ethos help build social proof?
Within this blog I will be researching how ethos is used within social media to help build the social proof of a business. For a particular business, I will be looking at the wireless cellular network Verizon. From the previous blog I posted, I discussed how a negative message (posted by PCMag about Verizon) on social media can impact the credibility of a company. Now I will be looking more closely as to how this credibility directly relates to the creation of social proof. Social proof is defined as the "informational social influence" ( (Shwom and Synder). In other words, its practiced when a company uses numbers and facts about their business in order to leer in a new purchaser.
For a secondary research method, I will be looking at a journal provided by the University of North Carolina Wilmington. This journal states that "credibility of social media is one of the key factors initiating and further increasing public engagement and communication effectiveness in the digital/so
cial media." This article more specifically states "Recently, it has been suggested that the credibility of the channel/medium of communication influences the selective involvement of the audience with the medium (Metzger et al., 2003)" From this, its understood that credibility directly produces social proof. One thing from this article that I found to be closely related to my research about reviews is that the "individual members of public are starting to demand participatory communication with and from organizations." Thus implying, that posting reviews about a particular company has become a major aspect of communication on social media, and is also very effective on the companys credibility. Although, this journal was about blogs, I believe it can be used to describe many other social media mediums as well.
Lastly, quantitative data has a major impact on how ethos of a business builds social proof. If a purchaser is able to see numbers that are positive/negative, then that will directly affect if they will support what the business has to offer or not. For example, when looking at the "Top 3,036 Complaints and Reviews about Verizon Wireless" its implied that Verizon is not the best network to choose. If a company has that many negative reviews/complaints, then a potential consumer will swiftly turn away from their services. As a result, ethos is not being viewed positively. On the contrary nor is the social proof perceiving this company to be credible. Additionally, a current consumer with bad experiences from the company may see this quantitative data as a way to speak out about their experiences as well. In today's businesses, people are more likely to post reviews of their negative experiences with a company rather than their positive ones.
Reviews about Verizon wireless is one primary resource I will be analyzing for my research question."Top 3,036 Complaints and Reviews about Verizon Wireless"is the consumers affairs site I'm researching. Verizon has one star, which depicts them to have very poor customer service and lacking in many other areas within their company. On the consumer affairs site, there's many reviews that say things like "Verizon's customer service is awful."," I couldn't make them understand that I did not cause this damage... I
even had an otter case on it. No matter what I said I was to blame.", "I am considering a class action suit against Verizon". All of these remarks are downturns in Verizon's credibility. As a result, causing the social proof to decline as well. Since the social proof provided within these reviews are negative, new purchasers will be less likely to consume services from Verizon.
cial media." This article more specifically states "Recently, it has been suggested that the credibility of the channel/medium of communication influences the selective involvement of the audience with the medium (Metzger et al., 2003)" From this, its understood that credibility directly produces social proof. One thing from this article that I found to be closely related to my research about reviews is that the "individual members of public are starting to demand participatory communication with and from organizations." Thus implying, that posting reviews about a particular company has become a major aspect of communication on social media, and is also very effective on the companys credibility. Although, this journal was about blogs, I believe it can be used to describe many other social media mediums as well.
Lastly, quantitative data has a major impact on how ethos of a business builds social proof. If a purchaser is able to see numbers that are positive/negative, then that will directly affect if they will support what the business has to offer or not. For example, when looking at the "Top 3,036 Complaints and Reviews about Verizon Wireless" its implied that Verizon is not the best network to choose. If a company has that many negative reviews/complaints, then a potential consumer will swiftly turn away from their services. As a result, ethos is not being viewed positively. On the contrary nor is the social proof perceiving this company to be credible. Additionally, a current consumer with bad experiences from the company may see this quantitative data as a way to speak out about their experiences as well. In today's businesses, people are more likely to post reviews of their negative experiences with a company rather than their positive ones.
Work Cited
"Consumer Complaints and Reviews: Verizon Wireless". Consumer Affairs. Consumers Unified LLC 2015. Web. 23 September 2015
"Measuring Social Media Credibility: A Study on a Measure of Blog Credibility". EBSCOhost. Journal. 23 September 2015
Shwom Barbara, and Lisa Snyder. "Chapter 3: Managing the Communication Process." Business Communication: Polishing Our Professional Presence. 2nd ed. Pearson Education, 2014. Print.
Wednesday, September 16, 2015
Negative messages on social media
Many of us are aware that social media has become one of the top forms of communication in today's world of business. Various companies use some type of social media to kickoff their business and establish credibility, or to stay connected with their consumers. With that being said, social media has inclined to a key component of whether a business thrives to its fullest potential or not.
On the contrary, social media can also be the downfall of a business. Above, I have inserted an example of a negative message that can be seen on social media. This particular posting was made on Facebook by PCMag regarding the cellular network Verizon. PCMag is a lab-based company that reviews consumer electronics, business technology, and internet products. One exceptional thing about PCMag is that they give independent reviews of the latest products and companies to ensure that people are receiving the highest quality for their money. In spite of Verizon being the leading cellular network provider, they are still well-known for their excessive charges and gimmicks to draw customers in or to extend existing customers’ contracts.
This facebook post by PCMag really zones in on the specifics of how Verizon "screws over customers". Many of the negative examples in this post have once been viewed as positive options within Verizon. This in turn, creates an image of Verizon as falsifiers and unrealiable, and also causes them to loose some credibility. Liking is a another concept within business writing that is portrayed in this post. As this image circles the web, more and more people are prone to post their negative experiences with Verizon because they are able to relate. With that being said, its less likely that people will choose this company for their cellular services, or even renew their contracts with them.
On the contrary, social media can also be the downfall of a business. Above, I have inserted an example of a negative message that can be seen on social media. This particular posting was made on Facebook by PCMag regarding the cellular network Verizon. PCMag is a lab-based company that reviews consumer electronics, business technology, and internet products. One exceptional thing about PCMag is that they give independent reviews of the latest products and companies to ensure that people are receiving the highest quality for their money. In spite of Verizon being the leading cellular network provider, they are still well-known for their excessive charges and gimmicks to draw customers in or to extend existing customers’ contracts.
This facebook post by PCMag really zones in on the specifics of how Verizon "screws over customers". Many of the negative examples in this post have once been viewed as positive options within Verizon. This in turn, creates an image of Verizon as falsifiers and unrealiable, and also causes them to loose some credibility. Liking is a another concept within business writing that is portrayed in this post. As this image circles the web, more and more people are prone to post their negative experiences with Verizon because they are able to relate. With that being said, its less likely that people will choose this company for their cellular services, or even renew their contracts with them.
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