1) Social Network Sites
What are they? “Social networking sites are online communities that allow you to share information about yourself and your program with clients, colleagues, family, and friends” (aids.gov, 2013, Social Network Sites).
How can they enhance information delivery? These tools are very popular with “67% of online adults [using] social networking sites. Facebook [had] one billion active users as of October 2012; and 584 million users log on to the site [each day]” (aids.gov, 2013, Social Network Sites). With this level of engagement, these tools enhance information delivery by reaching the masses on a daily basis. Social networking sites are interactive, allowing users to be active participants, from “Like”ing posts to sharing articles. This fulfills society's desire to connect with one another. Social media “builds awareness, strengthens relationships with readers, and increases online readership of story links. [It’s] where readers are shifting their attention” (Vermont Songbird, tumblr).
Good example of the tool in use: Nordstrom uses social networking sites very well. On Facebook, they have 2,869,687 "Likes." On Twitter, they have 505,016 followers. Using both sites, they post and tweet beautiful photos, announcements, upcoming deals, and even respond to customer inquiries. Their social networking sites are visually appealing, while also allowing customers to interact with one another—commenting on clothes, sharing advertisements with friends, and asking questions to the company directly.
2) Mobile
What is it? “Mobile is a way of viewing, receiving, and/or sending information to and from cellular phones and other wireless devices. Mobile encompasses many things—the mobile web, mobile applications, and text messaging” (aids.gov, 2013, Mobile).
How does it enhance information delivery? Mobile is a highly effective means of communicating. Most people are constantly on-the-go, so smartphones have become their primary source of news. “45% of all adults in the U.S. own a smartphone, and 80% of cell phone users send or receive text messages” (aids.gov, 2013, Mobile). With so many news consumers connected to their devices 24-7, mobile messaging and advertising is a great way to reach an audience. It’s almost impossible to ignore mobile messages. Likewise, mobile web and mobile applications are efficient, simplistic, trendy, and therefore—popular.
Good example of the tool in use: Bed Bath & Beyond, Inc. uses mobile effectively, and I know this first-hand. While viewing my friend’s wedding registry in the store, I noticed a promotion—if customers text the word OFFER to a specific number, they will receive a 20% off coupon code, and more coupons to follow. I happily obliged; and a few days later, I received my code and saved $15.00 on my purchase. Now, whenever I get a text with a new promo code, I’m more willing to make a purchase at Bed Bath & Beyond for an item I may have purchased elsewhere.
3) Blogs
What are they? “A blog is a website with regular updates (often daily or weekly) called posts, that typically combine text, images (graphics or video), and links to other websites” (aids.gov, 2013, Blogs).
How do they enhance information delivery? My friends and I read blogs on a daily basis. There’s a wide variety of topics to choose from—health and wellness, first-time moms, sports, cooking, and much more. People read blogs like they would magazines, and many followers come to trust their beloved bloggers. As such, many bloggers get paid to review certain products and sponsor giveaways. They build a strong connection with their audience, bringing readers back every day to check in and see what’s new. “By the end of 2011, there were an estimated 181 million blogs worldwide, up from 36 million in 2006” (aids.gov, 2013, Blogs).
Good example of the tool in use: A great blog example that come to mind is Skinnytaste (healthy cooking). Gina Homolka of Skinnytaste started her blog in 2008 and now has 2.5 million unique visitors monthly (Skinnytaste.com, 2008-2013, About Me). My friends and I visit this blog often, and I have happily pleased many dinner guests with Gina’s recipes.
Resources
Blogs. (2013). Aids.gov. U.S. Department of Health & Human Services. Retrieved from http://aids.gov/using-new-media/tools/blogs/
Mobile. (2013). Aids.gov. U.S. Department of Health & Human Services. Retrieved from http://aids.gov/using-new-media/tools/mobile/
Skinnytaste. (2008-2013). About Me [blog post]. Retrieved from http://www.skinnytaste.com/p/about-me.html
Social Network Sites. (2013). Aids.gov. U.S. Department of Health & Human Services. Retrieved from http://aids.gov/using-new-media/tools/social-network-sites/
Vermont Songbird. (n.d.). NEWSPAPERS, FROM DOORSTEPS TO MOBILE DEVICES. Retrieved from http://vermontsongbird.tumblr.com/post/42127270587/newspapers-from-doorsteps-to-mobile-devices
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