Memo (Elegant design)

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Writing for business memorandumto:ENG 312, Dr. Lance Cummings

from:Victoria petron

subject:Network real Estate social media analysis

date:February 4, 2016

INTRODUCTION

A realty is in the business of serving the local community as well as those who may want to relocate to that community. Realtors promote themselves as well as their company in order to persuade the public to choose them for their real estate needs. In this digital age, businesses communicate to their clients and potential clients through social media that can be accessed globally. A realtys image can be influenced in a positive, neutral, or negative way depending upon what they post.

Studying the rhetoric of a realtys social media posts can help to identify what strategies are successful in improving their companys image, as well as what topics and language may deter potential clients. For the purposes of this analysis, I have studied the Twitter and Facebook social media pages of the realty, Network Real Estate. I chose a local realty in order to study an example of how a realty digitally communicates with their local demographics as well as people who may not be familiar with the area.

Persuasive Social Media CampaignIn December of 2015, Network Real Estate ran a social media campaign asking followers to post photos of their various holiday decorations. Subsequent posts announced the weekly winners. Network Real Estates campaign and contest related posts were primarily persuasive in nature. Their primary audience included people who had already liked their page, and their secondary audience included people who may have been directed to their page after seeing others post about the contest (Guffrey, Lowey 42). The texts implicit exigency is to persuade their audience members to follow Network Real Estates Facebook page with the goal of increasing their audience and potential clients (Overview). The post in Figure 1 is effective because it emphasizes the Whats in it for me? aspect of business writing by using first person pronouns and promoting goodwill through offering chances to win (Guffey, Loewy 42-5). Network Real Estates post also creates a call to action for their audience by using the phrase, stayed tuned. Figure 1 Network Real Estate's Facebook Post featuring one of the winning photographs of holiday decorations.

uSE of PathosNetwork Real Estates recent blogpost, shared on their Twitter and Facebook (Figure 2) pages, utilizes the rhetorical appeal of pathos which appeals to feelings of the audience. This post spotlights the benefits of living in Wilmington to their audience (Guffey, Loewry 44). The post heavily relies on the use of an image to communicate the context of being in love as depicted by the heart icon and couple kissing.Figure 2 Network Real Estate's Twitter Valentine's Day Post

This scenario reaches several types of people in various relationship stages as well as people in different locations. In addition to local audience members, the post may reach audience members who do not yet live in the area. This provides a positive, persuasive message as to why they may want to visit or move to Wilmington. Figure 2 Network Real Estate's Facebook Valentine's Day Post

Visual Media rhetoricNetwork Real Estates agent, Kevin McCoy, regularly appears as a guest on WECT News Business Break segments. The segments have been shared on Network Real Estates Twitter and Facebook (Figure 3) pages. Although the topics vary, one November, 2015 segment aimed to establish the credibility of Network Real Estate. This is an example of a kind of ethos used to persuade the audience to trust and ultimately hire their real estate agents (Overview). In addition, the text implies that Network Real Estates credibility is extensive enough that a reputable news station would have one of their agents give public advice. The video embedded in the post demonstrates certain rhetoric in terms of language, nonverbal communication, and images. In terms of this post on social media, another form of ethos can be identified in which McCoys speech reflects his perspective, and therefore that of the companys (Sprout, 2012). Although the text Network Real Estate uses may effectively communicate their credibility, what he says on their behalf may negate their effort.

Figure 3 Network Real Estate's Facebook WECT Post

ConclusionThe rhetorical appeals of Network Real Estates various social media posts are apparent and often effective. The realty accomplishes reaching demographics that span different types of people living in various locations. Their avoidance of posts that depict affiliations with specific political, religious, or other social arenas assists in retaining followers. The positive language and audience oriented views Network Real Estate digitally communicates is persuasive and supports their image as being personally invested in the well-being of their community. Additionally, their correspondence with WECT has increased their credibility and enhanced the publics awareness.

Works Cited

Guffey, Mary Ellen., and Dana Loewy. Essentials of Business Communication. Mason, OH: South-Western/Cengage Learning, 2016. Print.

Overview: Writing a Rhetorical Analysis. PDF.

Sprout, Ethan, Dana Lynn Driscoll, and Allen Brizee. "Welcome to the Purdue OWL." Purdue OWL: The Rhetorical Situation. 2012. Web. 03 Feb. 2016. .

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