Unit 5: Digital Communication and Personality Making

Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

1.0 Social Media: Through online communities and networks, social media are interactive
tools that make it easier to create and share ideas, content, hobbies, and other kinds of
expression. The term "social media" describes contemporary media that encourages
dynamic collaboration. There are certain characteristics that all stand-alone and integrated
social media platforms have in common, regardless of their diversity:
 Social media are Web 2.0 applications that are interactive.
 Social media is powered by user-generated content, which includes text postings
and comments, digital images and videos, and data from all online interactions.
 For the website or app, users build service-specific profiles that are managed and
developed by the social media company.
 Social media facilitates the growth of online social networks by allowing users to
connect their profiles with those of other people or organisations. (followers or
group)

When referring to media, the word "social" implies that these platforms are user-
focused and facilitate group interaction. Social media can therefore be seen as online
human network facilitators or enhancers—webs of people who improve social
interaction. With over 100 million registered users, some of the most well-known
social media platforms are WeChat, ShareChat, Instagram, QZone, Weibo, VK,
Tumblr, Baidu Tieba, LinkedIn, Twitter, Facebook and its related Messenger app.
Other well-known websites that are occasionally considered to as social media
services include Reddit, TikTok, Microsoft Teams, YouTube, QQ, Quora, Telegram,
WhatsApp, Signal, LINE, Snapchat, Pinterest, Viber and more, depending on how
they are interpreted. Collaboration is seen in the generation of material through wikis.
Marketing and social media experts agree that social media includes following
thirteen types.

Type Example
1. Blogs Huff Post, Boing Boing
2. Business Networks LinkedIn, XING
3. Collaborative Projects Mozilla
4. Enterprise Social Networks Yammer, Social Cast
5. Forums Gaia Online, IGN
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

6. Microblogs Twitter, Tumblr

7. Photo Sharing Flickr, Photobucket
8. Product / Services Review Amazon, Flipkart, Upwork
9. Social Bookmarking Delicious, Pinterest
10. Social Gaming Mafia Wars, World of Warcraft
11. Social Network Sites Facebook, Google+
12. Video Sharing You Tube, Vimeo
13. Virtual Worlds Second Life, Twinity

The term "mobile social media" describes the usage of social media on portable
electronics like tablets and smartphones. Because user-generated content may help
businesses with marketing research, communication, and relationship development,
mobile social media are helpful uses of mobile marketing. Mobile social media is
distinct from other forms of social media because it takes into account the user's
present location (location-sensitivity) and the interval in the exchange of messages.

Social media encourages users to showcase content to improve a specific business or

product and to exchange content with others. People can express their creativity and
offer thought-provoking content with their friends and followers via social media.
Users can share specific political or sports material on some social media platforms,
like Facebook, Instagram, and Twitter. A large number of reporters and journalists
cover political and sports news and provide updates. It can genuinely provide
consumers with the relevant and essential information they need to keep current on
news items and topics. There is a drawback to it, though. It is recommended that users
use caution when utilising social media sites.

Four categories of mobile social networking applications can be distinguished which

are as under:

 Space timers (Time- and location-sensitive messaging): exchanged between

parties that are primarily focused on one particular location at one particular
moment (e.g. Facebook Places, WhatsApp, Telegram, Foursquare)
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.

 Space-locators (only location sensitive): The sharing of relevant messages

for a single location that are tagged and read by others later (e.g. Yelp, Qype,
Tumblr, Fishbrain)
 Quick-timers (only time-sensitive): Using mobile apps for traditional social
media to boost immediacy (e.g., publishing on Facebook or Twitter).
 Slow-timers (those who don't care about time or place): Using mobile
devices to access classic social media apps (such YouTube videos).
1.1 Content creation for social media: Five factors have been identified contributing
effectively to the strategic content creation, as per the research. These factors are
positivism / optimism, determination / will power, engagement / dedication /
devotion, connectedness and commitment. These factors are further categorized as
intrapersonal growth, interpersonal growth and learning. The factors help the
audiences to rejoice / celebrate, engage, inform, relate and amuse / entertain. The
figure below shows this:

Figure 1: Content creation strategy.

Intrapersonal attribute of optimism or positivity helps the people to enjoy and

celebrate the success of others as their own. This helps in self-management (self-
development too) and helps to develop critical thinking (creative thinking too),
essential for being innovative. Providing diverse, relatable and interactive
information needs engaged learning. Relating and entertaining others needs
interpersonal attributes. You can post on social media more effectively and save
time by creating a social media content plan. The following is how to begin
developing a plan for social media content:
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
1.1.1 Audience analysis: Knowing your audience will help you determine
the most successful post types. It can also assist you in selecting the
appropriate social media networks to use. Not every business will be
profitable on every platform. For instance, e-commerce brands do well
on Instagram and TikTok, whereas B2B companies typically do well
on LinkedIn and Facebook. You are required to ascertain the
demographic characteristics of your target audience like gender and
age geographic locations, interests, income, and education etc. By
creating information personas with the use of your audience
knowledge, you can create a content strategy that will boost
engagement.
1.1.2 Establish objectives: Goals are necessary for all of your endeavours in
order to track results. You might set the following objectives for your
social media strategy: brand recognition, internet traffic, sales, and
engagement with lead generation.
1.1.3 Conduct a competitive analysis: If your rivals are already utilising
social media to great effect, look through their profiles to determine
what kinds of content are working best for them. Since your target
demographic is the same as theirs, the kinds of postings that work for
them will probably work for you as well. Still, make each post that you
write distinctive. Never imitate or pilfer designs from others especially
your competitors.
1.1.4 Compile information: Most likely, your brand already has a few
content pieces created for marketing or awareness or social purposes.
Gather all of your material and consider what you can use again on
social media. If your website features a blog, for instance, think about
the kinds of blog posts you might share on social media to boost
website traffic and brand recognition. Different content kinds can be
repurposed by combining them to create new content. For instance, it's
simple to convert your blog post into a video or infographic.
1.1.5 Create a plan for creating content: You need to have a content
production plan that enables you to dedicate quality time to producing
social media content because you most likely lack sufficient material to
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
reuse for daily postings. It's not necessary to be an expert designer to
produce eye-catching blogs. Alternatively, you can generate original
material without paying a designer by using a content creation tool. To
ensure that you always have content on hand in case you run out, set
aside time each month to create content for the following month.
Content that your customers and followers provide for you can also be
used. You can request images and videos of your customers and
followers utilising the products by employing user-generated content
(UGC). Naturally, some of your followers will offer to help for free,
but you might need to provide discounts on your products to encourage
customers to send you pictures and videos.
1.1.6 Carry out social media content audit: One of the greatest methods to
figure out how to develop a social media content strategy that works
for you is to do a content audit. This will assist you in validating your
beliefs with quantifiable data that demonstrates the performance of
each post. Examine the posts you made on each platform, noting which
ones worked well and which ones didn't. Your content goals should be
directly in line with what you look for in the audit. If increasing
awareness is one of your objectives, for instance, examine your
follower count, impressions, and reach across all platforms, and note
which postings attracted new followers. Utilising a social media
management tool, allows you to view all of your metrics at one place.
Even if you prefer not using such tool, the entire data can be imported
to google sheets for evaluation, free of cost.
1.1.7 Select the types of content that you want: This is where data-driven
creativity can be fun. As we've already established, short-form video is
very popular. However, when creating your social media content
strategy, keep in mind the social personas you created and the forms
they are most likely watching.
1.1.8 Make a content calendar: You can plan your social media posts in
advance and save time by creating a content calendar. Use a social
media management tool, if you intend to post on social media every
day. With the aid of these platforms, you can monitor the success of
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
your postings and examine various facets of your marketing plan,
enabling you to make adjustments in real time.
1.1.9 Examine the material regularly: Don't forget about content once it
has been posted. To assist you identify the kinds of posts that perform
best and garner the most interaction from your target audience,
periodically re-evaluate your content. Your results can surprise you, so
make sure you're using the best kinds of material for your social media
content plan by tracking your likes, comments, and website traffic.
Over doing the content can reduce the followership. Consider changing
the type of content. You may start using edutainment videos, UGC,
host contests, feature employees for better connect, create polls,
ephemeral content etc.
1.1.10 Promote and distribute your content: It is not enough to just upload
content on social media. You also need to have a strategy. To optimise
brand awareness, a sound plan looks for ways to actively distribute
your content. Here are some strategies for organising your distribution:
pre scheduling the post, posting several times a day, posting at the right
time which maximises viewership, motivating others to further share
your posts etc.
1.1.11 Measuring Key Performance Indicators: The effectiveness of the
content can be measured. Various platforms have their own metrics to
do this.
METRICS MEANING
Like The number of people who like the Page.
Reach How many people have seen your content?
Engagement How many people engage with the content i.e. Likes,
comments & shares?
Click-through How many people have visited the website from the
posts?
Conversions How many people clicked to the website then booked a
tour?
Paid Reach The number of people who saw the post because you
promoted it.
Organic Reach The number of people who saw your post naturally.
Actions The number of clicks, likes, comments and shares on the
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
post.
Cost per action Total Cost divided by Total Actions.
Cost per Click Total Cost divided by Total Clicks.
Conversions The number of bookings tracked in Google Analytics
from clicks on the post.
Conversion rate The Number of Bookings divided by Total Clicks.
Cost per Conversion Total Cost divided by Total Conversions.
Impressions The total number of times a tweet has been seen by any
user, regardless of whether it was clicked or not.
Hashtags Try using 4 to 5 (limited).
Engagement rate (Clicks + Likes + Comments + Shares + Follows) /
Impressions
CTR or Click How engaging or action-provoking your post is?
through rate
Reactions, Engagement centric metrics showing the emotional
Comments & Share responses.
Visitor People who do not follow you but keep on visiting your
page. (keeps a track for unique visitor also)
Viral video / post 2-3 million views in 1 – 2 days ; 10 – 20 million views in
a week

1.2 Structure of social media content: Social media as such has a very wide scope.
The content structure in totality cannot be discussed here. Furthermore there are
structural differences for online contents. We limit our coverage to emails, blogs
(vlogs), webinar & podcast here.
1.2.1 Emails: Each email is like a new beginning, brimming with
opportunity. You have the choice to seize or lose this chance. You
don't have to start over, though. Before you ever send an email, you
can have an advantage over your competitors by familiarising yourself
with how to prepare effective content for a mail, which can help you to
achieve the objectives. People may blacklist your email address if they
believe you to be excessively spamming. This might mean that all of
your emails end up in spam folders which will not help you at all.
 Know the target audience: Speaking to your parents is not the
same as speaking to your children. In a similar way, you
wouldn't likely communicate with someone you recently met in
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
the same manner as you would with a long-time friend. The
same rule applies to emails as well: customise the content for
your recipient. Based on your business and methods, you most
likely already have some knowledge on your target clientele.
To find out more about your target audience, you might
undertake research. Spend time where your target audience
prefers to gather in order to identify them. Engage with them on
social media, take part in forums, and request survey responses.
 Use clear actionable language: Don't waste the time of your
viewers. Make your statement with language that is
understandable and practical. Also, you can use a few trigger
words to help capture their interest. Subject + verb + clause is
the right formula to frame the content. For ex. You can
metamorphose your career by registering yourself in this online
course.
 Align subject line with body (of the mail): Your email's
promise is in the subject line. It informs the recipient about
what information to anticipate from the email. Your audience is
unlikely to open another email from you if they read the
message and feel deceived by the subject line. Your subject line
and body copy should therefore continue to be in rhythm.
Although it's tempting, avoid the impulse to employ a dramatic
subject line that you have copied from somewhere else, but at
least apply the changes to make it sound melodious and
synchronized with body. By being truthful and open with your
readers, you will gain their confidence and loyalty. Nowadays
there are plenty of AI tools available to suggest rhythmic
subject line and body content.
 Customize every mail: Most popular choices can be Dear
Reader; Dear Hiring Team, XYZ Private Limited, Mumbai;
Dear Sam etc. This creates a bond of trust and intimacy
although miles apart.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
 Use a professional address: Address like
[email protected] for professional transaction will
not work. Try using a serious address like
[email protected]
 Write in second person: Even while your emails may be read
by dozens, hundreds, or even thousands of people, keep in
mind that you are writing a message personally to a person.
Communicate directly with the intended recipient of each
email. Say "you “instead of” him or her." The recipient will
feel as though you are speaking with them one-on-one as a
result. For an even more personal touch, you can also use first-
person references in the text. By expressing your personal
experiences, you may converse "to" the reader as opposed to
merely "at" them. A change in first- and second-person
perspective won't startle the reader. However, you risk losing
your prospects if you abruptly change to the third person.
 Talk relevancy: You may be passionate or critical in
delivering your message. This does not means that you keep
writing on and on. Stick to the relevancy, follow 7c’s of
business writing. Determine the email's relevance at the outset.
Both the subject line and the opening line of the email body
should make it clear what you're attempting to say. This does
not imply that you must send brief emails with only a few
sentences. Longer-form content is possible, but only if you
capture the reader's interest right away. For example you are
sending a free copy of ebook mention in the subject copy as
‘Free downloadable copy of the book titled Amazing Peoples’.
Do not forget to attach the pdf copy or link to download the
book.
 Have clear intentions: Everyone aspires to produce
compelling prose. First and foremost, clarity is required. Your
readers will click the "delete" button and go on to something
else if they don't understand why you're sending them an email.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Spend less time on clever puns and sardonic remarks. Identify
your goals and try to be on track not going astray.
1.2.2 Basic structure: First you need to decide upon the recipients. After
that prepare a catchy and rhythmic subject line. Be clear and concise
while doing so. Next is the greetings like Dear Sir / Madam, Dear Mr.
Paul, Dear Hiring Team, To Whomsoever it may concern etc. You
never know when the recipient is going to view the mail so ‘Greetings
for the day’ is appropriate to be appended. You may customise it if
any festival or occasion is round the corner. In a business / professional
email, the introduction / purpose part is where you should clarify the
message's goal. This part needs to be brief and direct. Make sure the
receiver understands the message's goal and the action you want them
to take. When writing the introduction/purpose section, stay away from
utilising jargon or too technical terminology. You also want to make
sure that this section is as brief as feasible. Next comes the body where
you give the recipient further details. This can contain background
data, numerical values, or any other pertinent information that the
recipient should be aware of. Make sure you use simple language while
writing the detail section. Don't use jargon or technical phrases.
Additionally, try to be brief and relevant you can with the body
section. ‘Ask’ or ‘action’ section follows next. In a business /
professional email, the ask/action part is where you specify what you
would like the receiver to do. This may entail requesting feedback, an
answer to a request, or any other action that is pertinent to your
message. Be sure to be precise and succinct when writing the
ask/action section. Steer clear of jargon and excessively technical
words. Furthermore, remember to provide a justification for the
recipient's actions in your request. In a business / professional email,
the closing/sign-off portion is where you express gratitude to the
receiver for their time and sign off. A kind thank you and any other
pertinent information, including contact information or a request for a
response, might be included in this. Make careful you write the
closing/sign-off section succinctly and directly to the point. Steer clear
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
of jargon and excessively formal language. Don't forget to end with
something kind, such "Sincerely" or "Best regards."
1.2.3 Email etiquettes:
 Use a clear professional crispy & catchy subject line.
 Prepare the content before entering recipients e addresses.
 Make sure the e addresses of the recipients are correct. Check it
multiple times.
 Proofread every email multiple times to make it free of
spelling, grammar, punctuation and other errors.
 Do not use cheap, vulgar, threatening / warning language /
vocabulary.
 Ensure all courtesy copy (Cc) and blind courtesy copy (bcc) are
correct and relevant.
 Reply to the mails sent to you swiftly. Be cautious while
sending the reply. You do not need to reply all every time.
 Always include signature block.
 Appropriate level of formality is required.
 The email should be short and objective.
 Proper formatting is required so that the mail is readable.
 In case of longer content of the mail, better use
attachment(preferably pdf)
 While forwarding any mail make sure the mail is not sent in
duplicate. It is irritating.
 Do not make use of all caps lock or bold or italics or underline
text as it can be annoying and indicates warning / threatening.
 Limit the use of acronyms and emoticons. Forbid discussing
confidential matters.
1.3 Blogs (Vlogs): Dictionary meaning of a blog says a regular record of your
thoughts, opinions, or experiences that you put on the internet for other people to
read. In a layman’s language a blog is a website where a person writes regularly
about topics that interest them, usually with photographs and links to other
websites they find interesting. A vlog means a visual / video + blog. Here we will
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
discuss the basic structure of a blog, necessity to structure a blog and importance
to start a blog.
1.3.1 Structure of a blog: A blog has four basic elements:
 Title / Headline this tells the main idea of the article.
 Introduction tells about the background of the article.
 Body goes in detailed discussion.
 Conclusion or summarising the article.
1.3.2 Steps to create a blog:
 Create an eye sounding headline: Frequently, the first thing
that readers see when reading your blog post is the headline or
title. It should not only explain the topic of the post but also
entice readers to read your piece in its entirety. A title should
be eye catchy, should force viewer / reader to make a click and
engage (like, share & comment). Certain formats have a CTR
as low as 0.5% to 1%. Research shows that 36% prefer a title
with number like ‘30 ways to reverse diabetes’. 21% like reader
addressing headline like ‘What you should do to quit
smoking?’ 17% prefer ‘how’ headline like ‘How to make life
blissful? ’ 15% prefer a normal headline like ‘Ways to stop
drinking.’ Further you can add year to the title like ‘10 bad
habits you should avoid repeating in 2024’. This gives
freshness to the title. You may go for special formatting as
adding colons, hyphens, brackets, underline, capitalize each
word, add color / design / theme to it.
 Introduce to compel and provoke: It is crucial to present the
topic of your writing and entice readers to continue reading
when they find your content online. Because of this, each blog
post must begin with a clear and succinct explanation of the
topic of the post. Visitors can quickly determine whether or not
they want to learn more about the issue by viewing the
introduction at the start of your post. People won't pay a minute
or two to read your introduction, so it must be concise and to
the point. After reviewing the article's primary points in a few
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
paragraphs, continue on. Always keep in mind that your
introduction is your chance to catch readers' interest and entice
them to keep reading. You can add statistics to support or
verify your viewpoint, highlight a problem and offer a solution,
present an interesting quote or a funny joke, can create a
curiosity of FOMO (Fear Of Missing Out).
 Include a Table of Contents: Users make snap decisions
about whether or not to stay on a website, therefore it's critical
to respond to their needs promptly. People usually aren't
interested in reading your message word by word. The reason a
table of contents is so important is that they are searching for a
specific solution. They can quickly find what they need from a
table of contents, which makes it simple for them to determine
if your blog is the correct place for them. If readers realise you
don't waste their time on pointless details and instead get right
to the point, they are more likely to visit your blog again.

Figure 2: A typical Table of contents

 Use headings and sub headings: Consider what will make it

simplest for the reader to scan through and understand the
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
essential concepts when organising the body of your blog
entries.
Headings and subheadings provide a concise summary of your
article's content, allowing readers to skim and choose what to
read next. They make it simple to navigate your article and
locate the precise item required for increased effectiveness.
Your text won't flow and guide viewers from one topic and
then the next if it doesn't include headers and subheadings.
Your work should not appear to have been thrown together
hastily because this will confuse readers and make it difficult
for them to find what they need. That’s why it’s equally
necessary to carefully prepare how you’ll organise your
headings and subheadings. Your article should include
headings for each of its topics. Next, arrange them so that the
reader may understand them. If you ran a travel blog, for
instance, you wouldn't describe your destination before you
demonstrated how to get there. Rather, you should list your
subjects and headings in chronological sequence.
 Break information into paragraphs: Imagine reading an
article that consisted of a single, long wall of words. It would
be aggravating enough to make you want to run out of there
right away. It is imperative that you divide your material into
manageable paragraphs because of this.
Your blog post's paragraphs should use spacing to make it
easier to read between ideas. Put similar content in one group.
Begin with the most crucial line and expand on it from there.
Have no more than six or seven sentences. Make your material
easier to read by using paragraphs, but consider carefully how
you do so. Paragraphs that are started and ended in random
ways will throw off the structure and confuse readers.
 Use transition words: It is important to gradually introduce
readers to the various information sections as you move them
from one to the next. Transitional terms can be used for this.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Your writing will flow more naturally with the use of transition
words, making your piece easier to read. Additionally, they
make connections between your major ideas so that readers
may follow your thoughts and flow from one to the next. The
words like so, and, but, because, firstly, finally etc are typical
transition words. Because they facilitate a reader's
understanding of your content, transition words are crucial for
Search Engine Optimisation. If more visitors visited and stayed
on your website, which is easier to achieve when it's readable,
your website may rank better on any SE(Search Engine). While
employing transitional terms in your blog, remember to:
i. Understand the definition and usage of transition words.
If not, they'll come across as arbitrary and undermine
the post's credibility.
ii. Recognise the connections between the points in your
thinking. Without knowing the concepts you intend to
convey or impart, you couldn't construct headings and
sub points.
iii. Understand the use of transition words to help a
paragraph flow smoothly. It's critical to use transition
phrases correctly since your audience needs reliable
facts from a source they can rely on. This will establish
your blog's credibility and show off your skills.
 Make it a Vlog (Visual + Blog): When they interact with your
website, visitors shouldn't feel like they're reading a novel.
Additionally, readers are less inclined to put up with text-only
articles because so many of them access the internet via mobile
devices. 94% more people view articles with images than do
those without any. Infographics, movies, and images entice
readers to peruse more of your material. Additionally, visitors
are more likely to return to your website the longer they stay on
it. Your blog post's structure will benefit greatly from the
addition of graphic content, which also adds flavour and
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
interest. It makes your post easier to navigate and read through
by dividing up your text and adding spacing. Visuals result in
better viewer engagement. For example, any website designed
this way will engage the customers / viewers better.

 Include a CTA (Call to Action): Although you may believe

that your visitors are aware of your expectations, actually they
are not. To ensure they know where to go and what to do next,
they need you to point them in the proper direction. You want
visitors to your blog article to stay on your website and
eventually convert. Adding a call to action (CTA) to your
content is necessary to do that. A call to action (CTA) is a
button or link that can be clicked by users to complete a task.
Usually towards the conclusion of a blog, but occasionally in
the middle. A well-crafted call to action (CTA) is concise,
demands specific action from consumers, and conveys a sense
of urgency. Your audience should be sufficiently captivated by
it to be motivated to sign up for your email list, leave a
comment, buy a service / good / asset, make a download, like
the article, subscribe the source, enter your online details etc.

A potential blogger has multiple reasons to regularly post the blog /

vlog which include making money, attract resourceful viewers,
build audiences, improve fan following, establish yourself as a
writer etc.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
1.4 Webinars: "A live online educational presentation during which participating
viewers can submit questions and comments" is what Merriam-Webster defines as
a webinar, also known as a web seminar. Perhaps you're asking yourself, "Well,
what is a seminar?" "A meeting for giving and discussing information" is the
definition of a seminar. Webinars can be events, workshops, seminars, training
sessions, video presentations, lectures from the classroom, or webinars hosted and
given online with webinar software. The fact that webinars are a two-way
exchange of information where presenters and attendees exchange knowledge in
real time is what makes them so successful. A Webcast is not a webinar.
Webcasts are sessions that have been pre-recorded and are broadcast online (on
YouTube or TV). Webinars are live events that let participants and presenters
communicate in real time. Presenters can share any type of material with their
audience during a webinar, including voice notes, videos, presentations, and other
documents. Few objectives of a webinar can be listed as educating and creating
awareness, generating leads for the services offered, training new as well as
existing employees, and securing authoritative position in an industry / niche.
Major advantages of a webinar can be listed as follows:
i. Online webinars are more efficient than in-person events or workshops
because they eliminate the need to reserve a physical location and manage
the intricate logistics involved in holding live events.
ii. Webinars are handy for both presenters and attendees because they can be
hosted and attended from the comfort of your office or home because they
are online events.
iii. Webinars are useful for both small-group and large-group presentations,
with over 100 participants. Participants can listen to pre-recorded webinars
whenever they'd like. When compared to in-person events, this makes
them more affordable, easier to put up, and versatile.
iv. While offline events have advantages of their own, live webinars eliminate
the need to worry about renting a location, providing food and drink, or
ensuring sure your presentation equipment is in working order.
v. Webinars have been inventively employed by people in the fields of user
on boarding, human resources, branding, marketing, sales, and education.
Thus, the possibilities for what you may accomplish using webinars are
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
endless. Many webinar solutions / software include interactive
whiteboards, polls, surveys, recordings, screen sharing, analytics and live
chat capabilities, which greatly increase the level of personalisation,
interaction, and engagement for your audience. These are just a few of the
factors contributing to the recent surge in popularity of webinars. Google
Meet, Cisco Webex, Zoom, Zoho meetings are few such webinar
solutions.
1.5 Podcasts: A podcast differs from a webcast in a way that it involves only audio.
The podcasters can venture into video recordings and live stream their shows.
Webcast is generally a video recording. In case if they decide to go live it can be
termed as a webinar. Another way defines a podcast as a downloadable broadcast
put on internet for watching (!). Today we normally go for video recordings. The
types of podcasts are described as under:
i. Enhanced podcast: A slide show presentation and audio are combined in
an enhanced podcast, sometimes referred to as a slidecast. While it
employs presentation software to create the imagery and display sequence
independently from the audio podcast recording, it is comparable to a
video podcast in that it blends dynamically generated images with audio
synchronisation. For ex Slideshare, YouTube etc.
ii. Fiction podcast: A fiction podcast is a podcast version of a radio play,
sometimes known as a "scripted podcast" or "audio drama". They use a
variety of voice actors, dialogue, sound effects, and music to enhance the
fictional story they tell, which is typically spread throughout several
episodes and seasons. For ex Trial by Error: The Aarushi Files is an
investigative audio drama podcast series that covers the Noida double
murder case.
iii. Podcast novel: A podcast novel is a literary genre that blends the ideas of
an audiobook with a podcast. It is sometimes referred to as a "podcast
audiobook" or "serialised audiobook." A podcast novel is a literary fiction
work that is published online over time in the form of episodes, just like a
regular book. Mahabharata podcast, Ramayan podcast, Henry V podcast,
Bhagwad Gita, Vedanta lectures etc.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
iv. Video podcast: A podcast with additional video content is called a video
podcast. For ex Cyrus says, Paisa Vaisa with Anupam Gupta etc.
v. Live podcast: A handful of podcasts are recorded live in front of an
audience, either for the entire series or for individual episodes.

BBC, Al Jazeera, ESPN Radio, The daily Wires, Amazon music are few names
involved in podcasting.

2.0 Effective and ethical use of social media: The concept of good, bad, right, and wrong is
by definition related to ethics. When it comes to using social media effectively and
engaging people in the correct way, having the proper ethics means having the right
viewpoint and way of thinking. The purpose of ethical values is to serve as guiding
principles that, if adhered to, may produce harmonious outcomes and relationships. Some
of the moral dilemmas in the social media space that need to be considered and eventually
resolved are
a. Does this post have too much information to share?
b. Has there been any distortion of the facts in this post?
c. How will this post influence other people?

Users between the ages of 8 and 15 make up one of the biggest user bases on social
media. These adolescents, who range in age from 8 to 15, are still figuring out how to
relate to others and what moral principles they will uphold. Their interactions with the
world around them will be shaped in part by these moral principles. The moral
principles that form the basis of our ethical values are typically imparted to us by an
individual or group of individuals, such as instructors, parents, guardians, religious
organisations, and so on. Social media platform is a new entrant in this list. Even
though a large portion of this generation still need to decide for themselves how much
responsibility to exercise when utilising the various social media platforms. This
involves taking into account how a post will affect their life as well as the lives of
others. They also need to realise that by signing up for a social media network, they
are becoming a part of a community where specific behaviours are expected. It is
unrealistic to expect kids to have the maturity required for such responsibilities at that
age. People frequently share even the most insignificant details of their daily lives,
from the moment they wake up until they go to bed. They will be transparent about
their whereabouts, what they eat at each meal, and information about things that are
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
usually kept private and personal. They will also discuss their views, feelings, and
loves and dislikes; for the most part, this is now considered normal. But frequently,
these shares also include information on other people in addition to the person
sharing. In an effort to keep everyone in their social circle informed of their
whereabouts, people frequently post these facts across many social media platforms.
This transparency of sharing leads to the emergence of hazards and difficulties that
are frequently overlooked but can have detrimental effects. People should consider the
potential effects of their posts in light of the speed and scope with which social media
generates information and makes it available to the world practically instantly, as well
as the reality that once something is posted, it is virtually impossible to take down.
Sadly, posts are frequently made without considering the profound effects they may
have on the lives of those who post them or on others who may be affected by them.
We normally share the posts for following five reasons:

a. Sharing for a cause like on LinkedIn to get ourselves in a professional

loop.(research show 84% do that.)
b. Sharing with personal connection like Facebook. (research show78% do that.)
c. Sharing to remain connected. (research show 69% do that.)
d. Sharing to identify themselves. (Who they are?) (research show 68% do that.)
e. Sharing for fun, information and entertainment. (research show 49% do that.)

Etiquette refers to a set of rules for behaviour in our culture. Three Foundations of
Etiquette on Social Media are to be clearly understood.

a. Please be thoughtful and open when expressing your ideas. Aggressive

involvement and conversations are rarely as effective as a cup of sugar and a
pleasant remark, especially when they occur online where misinterpretation is
possible. You will be treated with contempt if you are reactionary, intolerant, and
closed off to other people's viewpoints.
b. More important than strategy is intent. This expression originates with Mahan
Khalsa, the writer of the fantastic book ‘Let's Get Real or Let's Not Play’. Every
time, sincerity of intent will triumph over style. Authenticity in conversation will
lead to both being in alignment.
c. Have no "I" tendencies. Prioritise the objectives and accomplishments of your
network over your own voice and results while using social media and social
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
business. Giving generously having no "I" tendencies. Prioritise the objectives
and accomplishments of your network over your own voice and results while
using social media and social business. Giving others a chance to shine and grow
will be met with a return favour. Give more of yourself to help others, and you
will be given more back. Think of the 10 to 1 rule, which states that in all personal
communications, put other people first.
3.0 Speech and personality: Everybody has a distinct personality, so when you speak in
front of an audience, make sure they can see it! Even if you may believe that giving a
prepared speech is all that public speaking entails, it's crucial to keep in mind that you are
a unique person when you're on stage. So, here are the tips to make your individuality
shine through during a presentation.
a. Have openness: In the framework of the presentation, don't be scared to be honest
and share a few of your own experiences. To be vulnerable is to share a personal
detail with a large group of people that you find difficult to discuss. This will
convey to your audience that you have something worthwhile to offer as well as
your understanding of their situation. Additionally, it will increase their likelihood
of listening to you and taking you seriously.
b. Show authenticity: Being sincere and truthful with your audience is what it
means to be authentic. Don't be scared to show your true self and express who you
really are. Being authentic means not trying too hard or attempting to be too
amusing; it just means being who you are! People will relate to you more and find
it simpler to remember the main parts of your message when they perceive you as
genuine.
c. Make an effort to interact: Throughout the presentation, ask questions and
periodically seek out feedback to engage the audience as much as possible. Make
sure you provide a secure environment for people to interact with the information
you share since people want to know that their opinions count. People will feel
appreciated and their attention will be kept on the presentation rather than straying
from the subject at hand when they do this.
4.0 Personality Analysis: A common understanding of personality is in relation to social
attractiveness. People who are able to make an impression on others and get along with
others are regarded as having good personalities. Individuals lacking this capability are
thought to possess a somewhat weak personality. But when looking at personality from a
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
scientific perspective, attractiveness to other people is not a valid measure of personality.
Psychologists actually view attempts to define personality in terms of social attractiveness
as insufficient for two reasons: first, it restricts the range of behaviours deemed
significant and deserving of inclusion in personality studies; and second, it suggests that
certain individuals with exceptional skills, dispositions, and characteristics don’t have
personalities. Researchers in psychology have tried to define personality in terms of
individuality and consistency. People differ greatly in their thoughts, feelings, and
behaviours, even when it comes to the same or different situations, as we frequently
notice. This particular behavioural pattern aids in defining an individual's individuality.
Regarding the idea of individuality, it has been stated that each of us shares
characteristics with all other people, some characteristics with other people, and no
characteristics with any other person who has existed in the past or will exist in the future
(Kluckhohn & Murray, 1953). Another crucial aspect in establishing the concept of
personality is consistency. Put differently, it can be said that the idea of personality also
stems from the observation that an individual appears to behave rather consistently in
various circumstances during various time periods. From this perception, the idea of
personality traits that influence how one reacts to their environment arises. By fusing
these ideas of originality and consistency, personality can be characterised as the varied
and special ways that each person thinks, feels, and behaves, which determine a person's
reaction throughout life. Put another way, personality can be defined as all of the
comparatively stable traits, dispositions, or qualities that contribute to an individual's
degree of consistency.
5.0 Types of personalities: Personalities across the globe have been classified in a number of
ways by different psychologists. Few of them are described here.
5.1 Type A and Type B: Depending on the main traits they exhibit, an individual
may have a Type A or Type B personality. These characteristics might affect their
interactions with people as well as their job or study. Their health might also be
impacted by them. An individual with a type A personality may exhibit traits like
resentment, impatience, and determination in addition to being ambitious and
productive. A person is more likely to have a type A personality if they or those
around them characterise themselves as "workaholics." Individuals with type A
personalities tend to take on numerous things concurrently and often shoulder
more obligations in order to succeed. Individuals with type A personalities tend to
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
be highly focused on their objectives and strive to meet deadlines quickly, almost
as if they are in a race against the clock.
Stress may affect type A personalities more readily and they may become irritated
and angry more quickly. Certain basic traits of the individuals having Type A
personality are:

1.Aggressive 2. Goal oriented 3. Laborious 4. Confident

5. Stubborn 6. Determined 7. Hostile 8. Multi tasker
9. Competitive 10. Impatient 11. Energetic 12. Motivated intrinsically
13. Hasty 14. Low EI 15. Can be irritated easily
In many aspects, a type B personality is the opposite of a type A
personality. Individuals that possess a type B personality are typically more relaxed
and laid back. As opposed to the sense of urgency that people with type A
personalities may exhibit, people with type B personalities may work methodically
towards a goal. Those with type B personalities typically don't feel the need to
establish their superiority or showcase their skills to others. Individuals with type B
personalities typically don't get quickly frustrated and have low levels of competition.
A type B personality is characterised by low levels of antagonism or violence, as well
as friendliness and ease of getting along with people. Certain traits for type B
personality are as under:

1. Peaceful 2. Less prone to stress 3. Less competitive

4. Relaxed 5. Procrastinating 6. Flexibility
7. Easy going 8. Fewer conflicts 9. Work at slower
pace
10. Stable 11. Even tempered
The concept originated in US in 1970’s by Meyer Friedman & Ray Rosenman. One
can take up any of the following assessment to find out his / her type.

 Friedman and Rosenman questions

 Jenkins Activity Survey
 Framingham Type A Scale
 Bortner Rating Scale

5.2 Myers- Briggs: It is based on four categories of personality preferences:

Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Preferences Dimension 1 Dimension 2
Focusing attention (where?) Introversion(I) Extraversion(E)
Information absorbing (How?) Intuition(N) Sensing(S)
Decision making (How?) Feeling(F) Thinking(T)
Situation handling (How?) Perceiving(P) Judging(J)
On the basis of the table above 16 personalities are defined.

(Source: https://www.structural-learning.com/post/personality-types)
5.3 DISC Behavioural types: William Moulton Marstan developed this classification
in the year 1928 where he makes the claim that an individual's perception of and
response to a situation determines their actions. Marston categorised these
responses into four main behavioural styles or types, sometimes known as "DISC
behavioural types." They are:
 D – Dominance: Individuals with high "Dominance" behavioural profiles
have a strong desire to achieve goals. They are determined, at ease with
difficulty, and intent on moving things along quickly. Dominance profiles
are usually forceful and have a preference for clear, succinct
communication. Dominant personalities, who are more at ease with
disagreement than other profiles, may come out as terse or even impolite
when they lack the context that the workplace provides, particularly when
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
they are surrounded by teammates who have different communication
styles. Since dominant types are self-starters, working remotely is unlikely
to demotivate them. Dominant profiles are more likely to be extremely
conscientious, which is the quality that most strongly predisposes someone
to succeed at work, because of their drive to succeed (MacRae). High
standards and a strong focus on goals are frequently linked to success in
the workplace, but they can also result in burnout, which might be harder
to spot in a hybrid environment. Autonomy and challenge are what drive
dominance profiles, but they might get impatient when too many
challenges get in the way of achieving their goals.
i. How to manage high D: Managers need to present the big picture
and be forthright and results-oriented in order to empower
dominating profiles. People in positions of dominance prefer to get
right to the point, accomplish goals, and win prizes. Managers can
inspire "high D" workers by asking them how they plan to
accomplish their objectives instead of giving them orders. An
important concern for managers is to provide the appropriate level
of challenge while keeping an eye out for indicators of stress and
burnout. Clarifying goals and objectives for more dominating
persons will enable them to perform and flourish.
 I – Influence: People with a largely ‘influential’ behavioural style are
driven by their effect on others. They are adept at establishing and
maintaining connections, inspiring colleagues, and frequently exude
positivity. Influencers are gregarious, passionate people who get their
energy from interacting with others and sharing ideas. They are often very
talkative, excellent conversationalists, and natural networkers who win
people over, inspire dedication, raise spirits, and build relationships. If
influential team members are deprived of the social connection and
validation that keeps them going, they could find it difficult to stay
motivated. Long stretches of time spent working alone without the chance
to collaborate with others may also cause them to lose focus. Although
influencers' desire for originality and creativity can be met in hybrid work
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
environments, long-term high engagement and motivation will require
face-to-face interaction.
i. How to manage them? People who have high degrees of curiosity
in their personality profile and influence as a working strength are
probably going to be among the first to adjust to new work
practices. Influencers thrive on routine encounters, spontaneous
talks, and the increased sense of wellbeing that comes from
interacting with co-workers, clients, and consumers. Buddy
systems, coaching and mentoring, team awards, and allowing
casual conversation during conference calls will all help to
maximise productivity by influencing profiles. If influence profiles
are given lots of chances to connect with people, they will be
successful. They are the energisers in your team, so offering
avenues for social connection will allow them to shine while
improving morale team-wide. It's important to lessen isolation,
keep new workers from feeling lost, and encourage staff members
to feel a part of hybrid teams. When it comes to influencer
management, it's critical to not take engagement at random.
Managers should proactively show interest in influencers' feelings
and conduct routine video calls to stay in touch.
 S – Steadiness: "Steadiness" is a working strength of those who deliver
consistently through collaboration and procedures. They frequently keep
their attention on the task at hand and meticulously see tasks through to
completion. Stabilisers manage their workload methodically, which allows
them to persevere where other types of personalities would easily become
side-tracked or lose interest. Members of a steadiness-rich team can aid in
stabilising teams through transition. Rapid changes in their workplace,
however, can sometimes demotivate and disturb people with this
personality type. Their capacity to handle disturbance is frequently
determined by their degrees of conscientiousness and emotional resilience.
New work environments are likely to present challenges for individuals
who have a tendency for stable behaviours and a limited tolerance for
stress or change. Some of the pressures associated with traditional work
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
environments, like office strife, co-worker interruptions, and
transportation, may be alleviated by working remotely.
i. How to manage them? Steadier people do better in a safe setting
where they feel comfortable enough to voice their problems.
Maintaining engagement and wellbeing in the workplace requires
combining listening mechanisms with sharing forums in order to
achieve more consistent and compliant behavioural profiles.
Steadiness-focused employees can benefit greatly from reverse
town halls, fireside chats, and emotional intelligence-modelling
leaders. Steadier personalities might rather listen than talk, but
managers can encourage their innate thoroughness by helping them
focus more—for example, by turning off Slack or giving them
more discipline in their job.
 C – Compliance: A person's ability to "comply" makes them a great fact-
checker and risk assessor. These meticulous people are usually concerned
with upholding and raising standards, assessing data, and keeping an eye
on and managing quality. Disruption to current processes has the potential
to derail compliant people more easily than noncompliant ones. For those
with this behavioural tendency, high turnover work environments may be
difficult and eventually demotivating. But compliance is also necessary for
assessing risk, conducting thorough assessments, upholding quality
standards, managing change, and using diplomacy.
i. How to manage them? Supervisors must give clear objectives,
reassurance, and comprehensive updates to enable compliant
individuals to succeed. Assigning logical, analytical duties and
providing documents in advance of face-to-face encounters can
help to get the most out of compliant types. High levels of change
can make highly obedient people feel chaotic, therefore it's critical
that businesses approach experimentation with a scientific mind-set
and inform their more compliant team members honestly,
consistently, and rationally about the results.

How to assess one’s personality type?

Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
 Based on Marston's hypothesis, Dr. Thomas Hendrickson
created the Thomas Behaviour evaluation. DISC profile
assessment is nevertheless a very useful tool for figuring out
how people behave at work. One of the most reliable
psychometric tests is the DISC behavioural assessment, which
regularly yields an accurate picture of a person's behavioural
type. As a result, it has emerged as one of the most popular
personality tests.
6.0 Personality theories: Numerous scholars have proposed theories regarding personality.
These theories make an effort to clarify personality development and its constituent parts.
Since personality cannot be objectively tested, there is a great deal of uncertainty owing
to the nature of personality. Despite the limitations of testing, a number of well-known
researchers have tried to explain personality. In this field of psychology, Abraham
Maslow, Carl Jung, and Sigmund Freud are few well-known theorists.
6.1 Swami Vivekananda’s concept of personality: The struggle for development is
a sign of existence. A little seed bursts through the soil to become a plant, yet
growth on its own does not make life more beautiful; in fact, wild and irregular
growth can occasionally result in stagnation. Life can only be made beautiful by
moulding the growth via appropriate training and methodical discipline, which
eventually results in a fully formed personality. Throughout human history,
notable figures have emerged who had a profound impact on the world while they
were alive. Their amazing accomplishments captured the attention of many for a
moment, but as soon as they passed away, they were forgotten. The emergence of
more powerful and brilliant individuals who left a lasting impression on people's
thoughts is the cause. Swami Vivekananda is one such jewel that India has
produced in modern times. While achievement in life undoubtedly enhances a
person's greatness, it has little effect on personality. It is imperative that
personality be developed on the basis of character rather than life
accomplishments. Character-based true personality is what the world will
remember for all of eternity. Particularly among young people, personality
development is of great interest. They demand an immediate shift in personality
and are pressed for time. As a matter of fact, they are oblivious to the distinction
between "development" and "change." A person's personality can definitely
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
change overnight. Beauty salons, hair stylists, ready-made clothes, makeup, and
high-heeled shoes can work this magic, but it's only momentary, and it doesn't aid
in the true personality's development. Such low-cost techniques are not
recommended as they waste time, money, and energy. As per Swami
Vivekananda’s philosophy the human personality can be divided into four
categories: physical, mental, intellectual, and spiritual. The true personality is the
result of all these components growing harmoniously. A person should aim for
good health, a strong mind, and pure intellect.
6.1.1 Physical dimension: The human body is one of God's unique gifts.
The foundation of happiness and success in life is good health.
Because the mind and body are interdependent, poor health results in
anxiety and despair that make it difficult to pursue certain life goals.
As Swami Vivekananda correctly pointed out, the majority of our
suffering stems from our physical frailties. Swami Vivekananda
emphasised time and again that we need to cultivate iron muscles and
steel nerves. During one of his talks, he advised his youthful friends to
"be strong." Playing football will bring you closer to heaven than
studying the Gita. In addition to causing stress in the sick person, poor
health disrupts the entire family. The entire family must experience
financial hardship in order to pay for the medical bills. A guy in good
health constantly maintains his composure under pressure. He gladly,
energetically, and efficiently carries out his responsibilities. It is not
appropriate to misuse the ability to become physically strong in order
to damage public property. Physical strength is essential for serving
others and protecting one's own interests. Unchecked physical energy
frequently explodes in the shape of antisocial behaviour, violence,
robbery, harassment, caste and communal riots, etc., upsetting the
peace and harmony in society. This physical energy needs to be
directed towards positive goals. The development of physical
dimension is greatly influenced by habits. A person's physical health
can be severely harmed by bad habits like drinking, smoking, drug
addiction, etc., which can weaken them and make them more
vulnerable to long-term illnesses. It is imperative to use extreme
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
caution and avoid succumbing to detrimental behaviours. At all costs,
avoid being in the company of such individuals who are the victims of
unhealthy habits. Adolescents are particularly vulnerable to the
negative effects of bad company. Their vulnerable and undeveloped
minds are easily swayed by the allure of unhealthy behaviours. Hence,
it is the responsibility of parents and educators to supervise them and
encourage the development of positive behaviours. The key to optimal
health is creating positive routines with food, sleep, exercise, and job.
The best way to maintain physical fitness is to do yoga poses and
breathing techniques, but they must be done under the supervision of a
qualified instructor. When learning under the Gurukula system in
ancient India, students would spend their formative years with wise
professors. They would achieve great energy inside themselves by
engaging in rigorous discipline, such as brahmacharya, bodily
austerities, guru service, study of various fields of knowledge, etc.
They have the capacity to store all of the Vedas in their minds. The
obvious explanation is to conserve mental and sensual energy. When
sensuous pleasures are overindulged in, the senses become weak and
unsuitable for higher aspirations in life. As Swami Vivekananda
correctly observed, all knowledge can be mastered in a relatively short
period of time by adhering to strict brahmacharya (continence).
Everything that a person hears or learns only once is reliably
remembered. Everything in our country is on the verge of collapse
because of this lack of continuity.
Thus, healthy eating, consistent exercise, developing positive habits,
and exercising self-control all contribute to better health, which in turn
helps with personality development.
6.1.2 Mental dimension: The mind is more advanced than the body. The
body is made by the mind, not the other way around. The mind is a
storehouse of ideas. Thoughts that are malicious and negative weaken
the psyche. A person with a weak and uncontrollable mind is always
vulnerable to temptation, which can lead to chaos. The tendency to
dwell on mistakes leads to pessimistic ideas. The teachings of Swami
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Vivekananda will undoubtedly assist us in overcoming these
shortcomings. "The cure for weakness is not to wallow in weakness
but to think in strength," he declared. Men should be taught to
recognise their inherent strength. A select few are fortunate enough to
achieve success without encountering any obstacles; the others must
overcome these challenges. The person who embraces life's obstacles
and meets them head-on with bravery and confidence, however, is the
true hero. Someone who overcomes all obstacles emerges triumphant,
akin to a lion. People these days, especially students, are so sensitive
that even a small warning from parents to get lower grades on a test
can cause them to lose their heads. Weak brains lead to violence,
crime, homicide, and suicide. In the Gita, Sri Krishna states that we
should treat such a thought as an adversary. "One should save oneself,
by oneself, and one should not lower oneself," he declares. When the
mind is weak, unruly, and frustrated, it acts like an adversary and
causes devastation; when the mind is strong and disciplined, it
functions like a friend. A strong mind always remain cool in even most
adverse situations. It never succumbs to temptations & has a courage to
say NO any immoral & unethical practice. It is free from prejudice,
influence, suspicion & jealousy. A strong mind is the guarantee of
positive thinking & emotions and hence actions leading to a strong
character. Converse is the situation of a weak mind. With consistent
practice and a strong determination to control, even an unruly and
feeble mind may be trained. The mind requires good ideas just as much
as the body needs nourishing nourishment. One of the best ways to
enhance the mind is through thought power. Sri Ramakrishna once said
that the mind is like a garment that has been laundered; it absorbs the
colour of the cloth that it dips in. Our thoughts manifest in real forms
through our actions. Our actions and behaviour will drastically change
if we adopt a new way of thinking and make it a habit to think
honourable and constructive thoughts. With his words, "Whatever you
think, that you will be; if you think yourselves strong, strong you will
be," Swami Vivekananda gave us hope. You will be weak if you
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
believe you are weak. The main causes of our mental weakness include
undervaluing our own abilities and thinking negatively all the time,
such as I am a sinner, I am worthless, or I am good for nothing. We all
possess tremendous power that can only be revealed by positive
thinking. Reading well-written, healthful, and mind-stirring books
regularly gives our minds nutritious food. The choice of such books
and the presence of such individuals will undoubtedly strengthen our
minds. especially for young people. Frequently, bad company, obscene
and inexpensive books, and films cause mental distortions that lead to
a variety of psychological complexes and nerve deficiencies. As a
result, one ought to cautiously steer clear of them. It is feasible to
increase our mental toughness by consistently practicing meditation.
By regulating negative impulses and emotions, meditation practice
stabilises the mind and aids in the recovery from sadness, stress, and
restlessness. By removing the collection of inclinations from the
subconscious mind—which is the source of all issues—it directly
benefits us. These accumulating inclinations are the result of our own
previous decisions and deeds. Through meditation, we can replace
these undesired and harmful tendencies with thoughts that are holy and
positive. Thus, having an optimistic outlook and making reading great
books a habit and meditation practice are the only ways to strengthen
our mental fortitude, which shapes our personalities.
6.1.3 Intellectual dimension: Even while everyone possesses this
intellectual capacity, most of the time it is latent because of inadequate
intellectual stimulation and training. Man has become a machine due to
his overuse of contemporary technology devices. Consequently,
everything is stored in memory by computers, while human memory is
kept underdeveloped. Humanity is losing its originality, inventiveness,
and capacity for deep thought, while imitation, artificiality, and a
superficial and shallow way of thinking are becoming more and more
prevalent. Creative thinking is vitally required to cultivate many
talents, such as music, visual arts, poetry, dance, drama, etc. The
ability to focus is the sole thing that allows deep thinking to reveal a
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
person's latent talents, such as inspiration. Our ability to focus allows
us to understand more complex and delicate concepts. The role of the
intellect now begins. Our minds and senses are fidgety. The mind is the
only thing that can subdue them since it is greater than them. To
succeed in life, one must so have a strong will to dominate one's
thoughts and focus them on more important goals. Differentiating
between right and wrong is the intellect's other function. That is not the
capacity of the mind. It can offer you several answers to your issue; the
task of selecting the best one falls to intelligence. Since there is good
and bad in this world, we will not be able to distinguish between right
and wrong unless we have the ability to discriminate. Everything is
delivered right to our door in this day of sophisticated communication
and technology thanks to the Internet, websites, and satellite television.
To distinguish right from wrong, one must cultivate the intellectual
capacity for discrimination, especially in youth. They will undoubtedly
run into problems if they continue to consume anything on the multi-
media without making any distinctions. It is challenging to escape the
grip of such things once the mind becomes addicted to them. Because
of this, we require extraordinary mental fortitude to restrain the
irrationalities of our minds. It's important for us to distinguish between
intelligence and cunning. In our nation, there are a lot of so-called
intellectuals that participate in destructive behaviours. The ability to
make others and oneself happy is intellectual strength.
6.1.4 Spiritual dimension: There is something immortal, eternal, pure
consciousness, bliss, calm, and a source of immense strength, energy,
and knowledge within this mortal body. It has the characteristics of
effulgent light, meaning it is unaffected by birth, ageing, or death. All
divine attributes, including fearlessness, purity, honesty, love,
compassion, and service, flow from it. We are celestial beings in that
sense. Above all other facets of personality, this spiritual dimension is
the most important. In Bhagavad Gita (3:42), Sri Krishna states: "The
intellect is superior to the mind, the subtle organs are superior to the
gross body, and the mind is superior to the organs." The five elements
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
that make up the physical body are a creation of nature and will return
to their source upon death. However, the divine inside is wholly
distinct from both the subtle and coarse forms of nature. In the
Bhagavad-Gita (5:15), Sri Krishna states, "Knowledge is still obscured
by ignorance." The animals so start to believe falsehoods. When we
take away this curtain of ignorance, the Atman's knowledge will
become visible and all of our tremendous attributes will come to life.
Swami Vivekananda said 'Teach yourselves, teach everyone, his real
nature, call upon the sleeping soul and see how it awakes. Power will
come, glory will come, goodness will come, purity will come, and
everything that is excellent will come, when this sleeping soul is
roused, to self-conscious activity.’ Swami Vivekananda further says:
'If the fisherman thinks that he is the spirit, he will be a better
fisherman; if the student thinks he is the spirit, he will be a better
student. If the lawyer thinks that he is the spirit, he will be a better
lawyer.' But how it can be done? By removing ignorance. All
ignorance is is the impure state of the mind. Only the pure of mind is
capable of realising this divinity. As a result, one should always stay
on the straight and narrow path. Lust, rage, greed, delusion, pride, and
jealousy are the six adversaries. The Divine will appear in that
unadulterated mirror of our minds the instant we push them out of it.
6.2 Sigmund Freud Theory: One of the main proponents of psychodynamic theory,
which offers one of the oldest models of personality theory, is Sigmund Freud.
According to psychodynamic theory, interactions between various mental
components result in the formation of personality. The id, ego, and superego are
the three components that make up Freud's theory of the mind (Coon & Mitterer,
2013). According to psychodynamic theory, personality is the result of
interactions between these three mental components. According to Freud, the ego
is the logical portion of the intellect, and the ID is founded on basic instincts
(Kowalski & Westen, 2009). The superego, which maintains equilibrium between
the ID and ego, is the mind's governing element. This part of the mind establishes
morals and norms that are required to be fulfilled (Kowalski & Westen, 2009).
The ID, ego, and superego all have competing wishes and thoughts, which lead to
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
the conflict that exists in the mind. Since there is no way to test or confirm the
presence of these mental components, most of Freud's theories are based on
conjecture and observation, making it impossible to prove his hypotheses.
6.3 Carl Jung theory: The field of analytical psychology was pioneered by Carl Jung
(Boeree, 1997–2006). Psychodynamics' analytical psychology is founded on the
idea put out by Carl Jung that interactions between the subconscious and the
conscious mind form an individual's personality. Dreams, myth, art, and
philosophy, according to Jung, "provided a window into the unconscious realm"
and were therefore crucial to comprehending the psyche (Boeree, 1997–2006).
Although Jung was a pupil of Freud, they did not agree on his emphasis on sex.
According to Boeree (1997)–2006, Jung also held that religion had a fundamental
role in the development of personality. According to Boeree (1997) and Jung
(2006), personality is shaped by the mind's interpretation of archetypes that are
partially derived from mythology and religion. Based on his interpretation of
dreams, Jung thought this to be true (Boeree, 1997–2006). Jung also held that
deciphering dreams and using them to comprehend what was happening in the
subconscious was the only way for an individual to become entire or complete
(Boeree, 1997–2006). According to Boeree (1997), Jung called this process of
interpretation "individuation" and thought it was the way to bring the many parts
of the mind into harmony. Similar to Freud, Jung developed his theories based on
presumptions and observations. Although intriguing, Jung's theory is not
supported by science.
6.3.1 Jung’s typology: Initially eight personality types were proposed by
Jung namely ES, EN, ET, EF, IS, IN, IT and IF. But later it was
updated due to inclusion of a new dichotomy of judging and
perceiving.

SNo. Typology Type Key attributes

1 ESTJ Director Organised, leader, assertive, rules compliant.
2 ISTJ Inspector / Practical, fact minded, reliable.
Logistician
3 ENTJ Commander Bold, imaginative, strong will.
4 INTJ Architect Imaginative, planner, creative.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
5 ESTP Persuader / Smart, energetic, quick decision makers
Entrepreneur
6 ISTP Crafters / Independent, goal driven, innovative.
Virtuoso
7 ENTP Debaters Smart curious, intellectual.
8 INTP Thinker / Innovative, curious, logical, analyser.
Logician
9 ESFJ Caregiver / Caring, helpful, social, and popular.
Consul
10 ISFJ Protector / Care, compassion, sensitive, protective.
Defender
11 ENFJ Giver / Charismatic, inspiring, natural leader,
Protagonist selfless, supportive.
12 INFJ Advocate Logic driven, emotion driven, mystical,
idealist.
13 ESFP Performer / Spontaneous, pragmatic, energetic,
Entertainer enthusiastic.
14 ISFP Artist / Artistic, charming, explorer, aesthetic
Adventurer qualities.
15 ENFP Champion / Creative instinct, problem solver, strong
Campaigner leader, sociable, enthusiast.
16 INFP Mediator / Empathetic, good spokesperson, poetic, kind,
altruistic.

6.3.2 Significance of Jung’s typology: In addition to aiding in your self-

awareness and self-development, Jungian typology may:
i. Create the ideal professional path: You can discover
employment that better suit your skills and are more
pleasurable for you by using assessments based on the Jung
typology. These tests usually identify your strengths and allow
you to link your qualities to the skills that specific occupations
require. For example, if you are an INTP and have a strong
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
logical perspective on information, you might find success in
the data analysis field.
ii. Avoid and resolve disputes: You can modify your
communication style to promote a healthy work environment if
you are aware of how your personality relates to other
personality types. Conflicts can also be avoided or resolved
more skillfully. For example, if you are an ESTP and you tend
to be impatient, you might want to try pausing before reacting
to situations that make you uncomfortable.
iii. Make a plan for your own personal development: You can
see areas for improvement once you are aware of your strengths
and shortcomings. For instance, you can conclude that although
you haven't been making the most of your qualities, you like
them. This could therefore inspire you to pursue professional
advancement.
6.4 Abraham Maslow’s theory: Abraham Maslow is arguably one of the most
significant and prominent personality theorists. Maslow developed the theory
known as the Hierarchy of Needs. According to this view, various levels of
demands dictate and drive behaviour and personality (Maslow, 1943). in the most
fundamental sense. According to Maslow's Hierarchy of Needs, people act in
ways that correspond to the satisfaction of their basic needs. Lower-level wants,
like food and shelter, must be met before higher-level needs, like love and self-
actualization (Maslow, 1943). Maslow's idea is interesting and useful for a wide
range of tasks, not only personality testing. For instance, the corporate sector has
embraced Maslow's theory as a template for developing motivational tactics.
Maslow offers the most useful and verifiable explanation of personality among the
other theories since it is predicated on actual, attainable objectives. Both social
and professional behaviour have been examined through the lens of this idea. The
goal of personality theories is to give light on human thought and behaviour. Even
if a lot of these theories are intriguing, there is currently a dearth of scientific data
supporting them or the resources to examine them. This means that the range of
personality and behaviour may only be partially explained by these hypotheses.
Unit 5: Digital Communication and Personality Making
Content Creation for Social Media: Emails, Webinars, podcasts, Blogs. Effective and Ethical use of Social
Media by Text and Technique, Speech and Personality, Personality Analysis: Types of Personality; Concept of
Personality: Maslow, Freud, Vivekananda, Jung Typology & Personality Assessment.
Practice Questions

1. Define social media. Describe the plan for developing the content for social media.
2. List the KPI’s for a social media. Explain their significance.
3. Discuss email etiquettes. How we write a proper e mail? Explain giving the structure
of mail.
4. Compare and contrast webinar and seminar. How it differs from webcast? Explain the
main applications of a webinar.
5. Define podcast. Discuss various types of podcasts giving examples. How a podcast
differs from a broadcast?
6. Define blog & vlog. Explain the steps to create an effective blog.
7. ‘Today we feel the necessity of ethical & moral use of social media’. Why do you
think so? Comment critically.
8. Define personality. Why speech qualifies as an important part of personality? Explain.
9. Discuss type A & type B personalities.
10. Describe Jung’s typology giving 16 personalities as proposed by Myers-Briggs.
11. Discuss DISC behavioural types.
12. Explain the concept of personality & character building from the perspective of
Swami Vivekananda.
13. List the dimensions of personality according to Swami Vivekananda. Explain them.
14. Discuss the personality theories as given by Jung, Maslow & Freud.
15. Explain Jung’s typology. How it is beneficial to us?

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