Assignment 2

Format: Written Responses

Weight: 20% of final mark

Due Date: After Lesson 10

Assignment 2 covers course content from Lessons 6 to 10. Page references are provided for each question to help you focus on the course readings as you prepare your responses.

Assignment Structure and Marks

|Assignment Section |Percentage of Mark |
|Section 1: Communication Features |20 |
|Section 2: Groups’ Shared Interests and Features |20 |
|Section 3: User Interaction |20 |
|Section 4: Business Communication Practices |20 |
|Section 5: Social, Cultural, and Ethical Issues |20 |
|Total |100 |

Section 1: Communication Features (20%)

1. Sanders and Amason (2011) explain that online users must be effective in accomplishing their desired communication goals. This implies using the best methods and strategies possible with the least amount of complexity and effort. Provide two examples of your own online competency and explain whether or how you adapt your message to a social medium and its users’ needs in order to achieve your goals. Correctly refer to course skills, concepts, and issues. Discuss what others can learn from your experience. (pp. 83–84 in CMC)

Communication competency refers to a users ability to demonstrate communication skills to accomplish a communication goal (Wright et al, 2011). These skills can be innate or acquired but they must be executed well to preserve and grow computer-mediated relationships. The core to online mediated communication between users is motivation through self-presentation and self-information in a clear, effective and efficient way (Wright et al, 2011). Speaking with authenticity helps to promote trust and an informal conversation tone between users.

Here are two examples of my personal computer-mediated competency and how I adapted my message to the chosen social medium and shaped the message to the users’ needs.

1. I am a Real Estate Estate Broker, and I often communicate with my clients online via email, therefore it is very important to always have a concise direction with my emails to lead my clients to a particular action; to lease a property, buy a property or sell a property with me. In these emails I analyze the following criteria before I start my communication:

• Speak in a reader-beneficial tone.

• Use detailed knowledge to quickly present knowledge of their desire goal and how I am able to help them reach it.

• Make it easy for my clients to respond.

• Includes only necessary information to keep the email short and concise

• Anticipate and overcome objections they may have such as buyers entering a sellers market.

The users needs are extremely important when I am directing an email to persuade or influence a direction of actions I wish them to take.

2. On my business website I run an added value tool to any visitors. When a visitor visits my website, and I am online, a chat window pops up on the visitors screen and asks if they have any questions. I provide visitors an opportunity to ask any questions they may have about the market in exchange for their contact information. This allows me to provide an added value to visitors and collect data that I can then for my benefit. I am to transfer these visitors to clients or for referral purposes. I serve a purpose to my own business growth and the opportunity for the visitor to have immediate and expert advice. I am careful to be concise and goal oriented in my conversations because I only have a small opportunity to provide and gather information.

I have further leaned that it is critical to have internal and external resources to be able to provide answers and address concerns, questions and comments users and clients may have. If a business has the ability to address and handle user and customer communication with an effective and efficient approach in an adapted method to the mode of communication, the user or customer will feel as a priority. It is important to reduce the complexity of the communication and to speak in an informational and conversation tone in most computers mediated efforts.

It can also be important to understand the users online influence and to prioritize the communication time frame. This strategy will allow a business to target the more valuable customer and ensure influential customer satisfaction (Wright et al, 2011). Adaptation to social mediums are just as important as understanding the needs of the customer. Self-presentation is best executed when the business is able to control what information is self-disclosed as a means of influencing how the intended audience perceives the business. The effectiveness of computer-medicated communication is the lifeline to online business success.

Section 2: Groups’ Shared Interests and Features (20%)

2. Consider that your business has faced stiff competition from large grocery stores selling flowers and plants at cut-rate prices in your region of the country. Describe at least two ways you could harness support from loyal customers to save your local flower shop from bankruptcy. Correctly refer to course skills, concepts and issues. Discuss what others can learn from your experience. (pp. 98–101 in LSM)

Community support is vital in any business in order to be sustainable and profitable. Competition will always exist in most market spaces and therefore, it is important for a business to establish a unique point of interest and approach to their delivery of their service or product. It is vital for a company to create a loyal consumer base that they can leverage to increase sales, word-of-mouth marketing and visibility in the marketplace space (Kerpen, 2015). In order to create sustainability, a company needs to have social personality that distinguishes it from its competitors in both social media and physical space. Care should be implemented into shaping a company’s personality, attitude and voice around a customer centric mandate for new customer and a brand centric mandate for loyal customers (Kerpen, 2015). The company must adopt a friendly and conversational tone to connect with loyal customers and gain new ones.

There are a number of steps that a business, which is faced with competition that offers a similar product at lower prices, can take to regain market share. Here are two ways a flower shop can successfully harness local community support to save the the small business from bankruptcy.

1. Create more brand ambassadors and word-of-mouth marketing communication (Kerpen, 2015). Brand ambassadors act as cheerleaders for your band and company, they are described as loyal customers that are committed to your business. Creating customers to become brand ambassadors enables you to advertise in non-traditional ways and draw more attention to your business. If you have made your loyal customers feel that your business is customer centric and have a strong value proposition, they are happy to speak, post and share about your business and refer your services. A business can do this by offering incentives, discounts, promotions and most importantly thanking the brand ambassadors for being dedicated customers. You could offer special promotions for special events such as Mothers Day and Fathers Day or send complimentary flowers on the customer’s birthday.

2. Create a dominating community online presence. Your acquired brand ambassadors should be encouraged to have a dominant social media presence. Since you are likely selling to your community, they will have friends in their network that are likely living in the community you serve or close by. Encourage your brand ambassadors to share images of your flowers on social media platforms. This will give you incentive to send them complimentary flowers and in return have them post about the flowers on their social media. It could be a beneficial idea for you to also start sending complimentary bouquets to other local business and leaving your business cards with your deliveries. Encourage other small business owners to display the bouquets along with your business card and share on their social media platforms. Remember to always send a reward for their actions to promote your flower shop. It is also important to emphasis that your flowers are local and your flower shop supports local causes. This gives the community an opportunity to support a small, growing business and also another worth community cause like the local Humane Society.

As a business, you need to acknowledge positive and negative comments on your social media platform to continue a conversational tone with all of your followers and customers. Customers have a need to feel important and with your attentiveness and awareness of their comments, you are showing your customers a strong value proposition for them to promote. You should focus on developing a reward strategy for your loyal customers in formal and informal ways in order to accelerate the positive word-of-mouth communication and marketing.

Studying the concepts in improving business brand ambassadors and word-of-mouth techniques, I have learned the true value of customer relationships and creating a more customer and brand centric culture. Big box stores deal with volume sales and can be disconnected from the community. The major benefit of the local business is that it can be far more personal and in touch with the needs of the community. This value proposition can defend the more expensive pricing of bouquets by brand strength and community culture. Customers that support brand commitment versus deal shopping are more inclined to support a personal relationship and a brand they believe is inline with their personal views and morals. Small community businesses can harness this potential to grow their business through organic growth and word-of-mouth.

Section 3: User Interaction (20%)

3. Bente, Krämer, and Eschenburg (2008) describe avatar-mediated communication as a process enabling online users to communicate with other users by modifying their online identity, controlling behavioural and non-verbal cues, and maintaining a high degree of anonymity. Discuss the usefulness of avatar-mediated communication by highlighting two advantages and two disadvantages of users embodying themselves as avatars to communicate with others. Refer to your own online experience using this type of communication. Correctly refer to course skills, concepts, and issues. Discuss what others could learn from your experience. (pp. 131–150 in Bente et al.)

Computer mediated communication is human communication through the use of a computer platform (Bente et al, 2008). When communication is computer mediated it can often take the ‘human’ aspect out of communication and users can begin to feel disconnected for the message, intent and experience. Mastering non-verbal communication is the key to developing a conversational communication channel where cues, behavioral qualities and visual representations are used for interpersonal functions (Bente et al, 2008). Non-verbal cues are meant to serve to replace the verbal cues used in person-to-person communication, these actions account for the transmission of socio-economical cues users will use online during computer-mediated communications (Bente et al, 2008). These cues serve to create homophily, anonymity and ease relational uncertainty between users. Users have created an embodiment of a visual representation for better-integrated communication (Bente et al, 2008). The use of Avatars for visual representation can help in the transmission of non-verbal cues during online communication between users.

There are advantages and disadvantages to replicating social cues by users embodying themselves as avatars.

Advantages

1. Avatars can allow for the truest representation of you on a particular channel of choice. Each channel can possess a different avatar and serve a different purpose. LinkedIn can be a professional portrait, Facebook can be an image of the user on vacation; depending on the norms and use of the communication channel, the user can choose the way they wish to be perceived. This can be extremely beneficial when the user has a goal mediated communication strategy.

2. Emoji’s are small depictions of icons that can transfer non-verbal emotions in small images through text. These small icons can communicate to the user the exact emotion that is being experienced and can create a more meaningful relationship between the users. Emoji’s help in providing relational meaning to conversations and can clarify and enforce lexical meaning through such animated Emoji’s as facial illustrations.

3. Avatar use can create anonymity and a degree of social presence in online support groups. Not all users wish to disclose their identify but wish to seek advice and favor synchronous communication with a feeling of homophily through shared similar experiences.

Disadvantages

1. The user is able to create anonymity and plasticity with the chosen avatar for self-presentation. This transformation of the users real identity can be misguiding that can create a dissolve of an establish relationship, relational function and socio-emotional function. This can be seen on Facebook, where you are encouraged to be your true form, however, the profile picture can be a representation of a false self depending on your self-presentation and self-visualization mandate and goal.

2. Avatars allow for the standardization of masking physical appearance. This may act to establish direct causal relations between user behavior cues however; this can also serve as a dilution of individuality and communication authenticity. Depending on the use of the Avatar, the user may eventually make face-to-face contact for business or social purposes and this can quickly create mistrust, and can undermine the culture of a community.

I have a personal experience with structuring my profile avatars to represent different sides of my personality according to my communication goal. Each social networking platform I used is tailored and a chosen self-visualization and representation of how I want the user to perceive me. As a business owner, it is important to have the ability to self-present an image of professionalism without a dissolve of my personality. Creating an honest representation of myself through computer mediated communication and non-verbal cues must translate into true face-to-face socio-emotional perceptions.

Overall, Avatars can be a wonderful way to express those emotions that are difficult to express or portray over computer mediated communication platforms. Being able to create comfort with another user through emphasizing socio-emotional aspects, the user is able to create empathy, likeability and responsiveness (Bente et al, 2008). Creating an environment of honest co-presence can translate well if face-to-face communication is to ensue. Non-verbal channels are critical in creating an environment for the transmission and reception of unspoken socio-emotional cues to help in creating a realistic impression, degree of social presence and are a highly useful computer mediated communication tool (Bente et al, 2008).

Section 4: Business Communication Practices (20%)

4. Imagine that you are working for a bicycle company that sells an inexpensive and popular electric bike. Cyclists like the fact that this model is very light and that it easily handles city as well as dirt roads. Describe three steps you would follow to help shape your brand’s social personality, attitude, and voice. Discuss how you would set out to achieve this aim using particular social media. Correctly refer to course skills, concepts, and issues. Discuss what others can learn from your plan. (pp. 93–98 in LSM)

Communication competence is a vital part of business growth. It refers to the communication skillset that sets out to accomplish a clear communication goal (Kerpen, 2015). Computer mediated skills are key in mastering for accurate self-presentation and self-disclosure. The perceived communication message is important, as this is the core to communicating well. If well thought out and executed communication can be mandated by a business, then an ongoing relationship can be built with the customer. This relationship should be based on mutual trust, interest and commitment from the business to the customer and the customer to the business.

Here are three steps I would recommend a cycling store to implement in order to shape the brands social personality.

1. Personality

The brand of the company is one of the most vital aspects of business growth. This image is indicative of the perception customers have of the company. When a brand image is developed it takes commitment to establish human like traits to push the company forward and provide value added proposition to the customer (Kerpen, 2015). The cyclist company needs to first investigate competitors and how those competitors manipulate and use social media and other platforms to speak to their target audience. This is a great opportunity to establish a unique brand that is unlike competitors. This cycling store already understands that its customers like the light model bike that is easy to handle and performs well on a multitude of terrains. It would be important to study the core demographic of customers and discover their likes and dislikes and general lifestyle to determine a company personality that is inline with the cycling culture and lifestyle.

2. Attitude

Unique brands have a particular attitude that sets them apart from their competition. A business has the opportunity to shape that attitude to suite the passions, motivations, goals and experiences of the core demographic and customer base. The cycling company should showcase their unique individualism of selling electric bikes. This unique product can be seen as a fad or it can be seen as a movement into the future if the company structures a present attitude on all social media platforms and advertising initiatives. The cycling company should be bold when advertising the company.

3. Voice

Language is another vital aspect incorporated into brand identity. If the cycling company is able to understand the lifestyle of the consumer, then proper diction can be used to respond and draw in loyalty and more consumers. It can be assumed that a cycling company that is selling electric bikes draws a nature aware and non-formal clientele. This can allow the cycling company to speak in the tone and informality their customers can best relate to through meta communication with non verbal cues and also in person. The voice of a business should have computer-meditated efforts in blogs and non-computer mediated efforts in discussion boards, also present a strong level of communication competence in a bold, relatable and effective tone.

If the cycling company will be able to establish a strong brand that is in line with their customers needs and lifestyle, they will quickly be able to build trust and mutual interest. These efforts can be supported through social media post and customer interactions. For example, the cycling company can ask a few loyal customers to act as brand ambassadors and encourage those ambassadors to post on their social media about the positive experience of their electric, extra light bike. This will allow the cycling company to expand their network and allow for further acknowledgments of customer feedback. Customer feedback will help the brands responsiveness and direction to constantly stay inline with the progression of the customers demands.

I have learned that a brand personality is supported by personality, attitude and voice (Kerpen, 2015). None of which is attained and refined over night, this is a long-term process for a company to embark on. Constant revaluation of the business should be supported by the responsiveness and likeability of the brand. Once this brand is established, then a customer brand attitude is expressed and this will result in a lasting opinion or conception of product differentiation.

Section 5: Social, Cultural, and Ethical Issues (20%)

5. Your family-run business, Valley Hills General Store, has operated for over 50 years in an isolated village near the mountains. Many children hold fond memories of visiting this historic wooden building with its rustic interior to buy ice cream in summer, and hot apple cider in the winter. Unfortunately, now that large supermarkets have opened up in the area, your store is facing bankruptcy unless you can find enough money to pay for the major renovations you undertook to modernize the building. Discuss whether it is appropriate for your business to engage in crowdsourcing in an attempt to save it from bankruptcy. If so, how should you appeal to online users for help? If not, what alternate ways could you appeal to online users to help save your business? Correctly refer to course skills, concepts, and issues. Discuss what others can learn from your approach to this issue. (pp. 129–134 in LSM)

Social support is defined as the dynamic of online interactions that carry a sustainable message exchange between online users (Kerpen, 2015). This support can come in the form of emotional, informational, person-centered and cognitive reappraisal (Kerpen, 2015). These forms of support can be displayed online in social media and support groups. Online users share a level of anonymity through chat forums and discussion boards providing the user with a resource to address their issues. In business, similar platforms can be used such as crowd funding to harness social capital and awareness for a cause of the business. This form of engagement, allows the business to present a hurdle or an issue they are dealing with and ask for the communities support (Kerpen, 2015). During the crowdsourcing initiative, the business can periodically update and thank all of their supports. This source of capital income provides a solution for the business; harness the thoughts and wisdom of the community and a new group of potential customers that now have a vested interest in your cause (Kerpen, 2015). Social support can come in the form of user-to-user and business-to-user, in this case we will study whether a family-run business should consider creating a crowd-sourcing initiative to save the future of their small business and how they can best tap into social support and a community open call.

I believe the Valley Hills General Store should create a crowdsourcing page to attempt to raise capital to absorb the costs of renovating the store, only if the family-run business pays homage to the traditional look and feel that many of the supporting community members remember from their childhoods. The preservation of the historic wooden building with rustic interior will be a value added sentiment for supporters who have grown up with the family-run business. It is a challenge for any small business to compete against larger box stores which have more accessible capital, products and advertising budget. In order for Valley Hills General Store to be successful in crowd-sourcing enough capital, it should aim to modernize their establishment however, maintain a unique approach and feel to the physical location of the store. This uniqueness will help in drawing new customers and pay respect to their existing customer.

There are many ways that Valley Hills General Store can appeal to the online user to crowd source the desired capital budget.

1. Allows the customer to have a say in the renovations. Each customer who contributes to the crowdsourcing campaign can have an opportunity to suggest what he or she wishes to be preserved or what he or she wishes to be changed. This will give the customer a sense of connectivity with the store and promote greater loyalty to the brand. This connection allows for the customer to feel even more committed to the brand and are more willing to be brand ambassadors and promote the small business by word-of-mouth.

2. It is important to engage interested social media users and the online community with creativity and innovativeness. Valley Hills General Store can achieve this by staying very current on all of their social media and crowdsourcing updates. These updates can make the community feel more connected and valued. Also, if Valley Hills General Store posts intriguing questions about the community or non-branded topics can incentivize discussion and users can feel more engaged with the community and the culture of the brand.

Overall, Valley Hills General Store would benefit from creating a crowdsourcing campaign and link it to all existing and newly created social media. This platform integration will serve as an opportunity to be in contact and build relationships with users and potential customers on many platforms. With the user and consumer always in mind, a customer minded execution of the crowdsourcing campaign should translate into success. Valley Hills General Store should also focus on community events and creating a friendly and conversational physical presence in the community. Valley Hills General Store has dedicated customer who remember the store from their childhoods and now with the renovations, it can be a staple in the up and coming. The unique connection Valley Hills General Store already has established with the community should translate into both social media and their crowdsourcing campaign.

References:

1. Kerpen, D. (2015). Likeable social media: How to delight your customers, create an irresistible brand, and be amazing on Facebook, Twitter, LinkedIn, Instagram, Pinterest, and more. New York, NY: McGraw-Hill. ISBN 9780071836326

2. Wright, K. B., & Webb, L. M. (Eds.). (2011). Computer-mediated communication in personal relationships. New York, NY: Peter Lang Publishing ISBN 9781433110818

3. Bente, A., Krämer, N. C., & Eschenburg, F. (2008). Is there anybody out there? Analyzing the effects of embodiment and nonverbal communication in avatar-mediated communication. In E. A. Koninjn, S. Utz, M. Tanis & S. B. Barnes (Eds.), Mediated interpersonal communication (pp. 131-157). New York, NY: Routledge.

End of Assignment 2