For those who are familiar with Web 2.0 tools must have replied to one of the following questions in past year or so from someone who is not Web 2.0 savvy.
- Do you “tweet”?
- How can I get a blog?
- Do you Facebook?
These questions may sound silly to some however; those who are asking may have the need to know to better communicate with others via the web.
Although not at the same of the level of the questions as listed above, individuals must reflect on some issues before they wade into the relatively new part of the web. Specifically, questions surrounding what makes the most sense in terms of achieving communication goals and dealing with various constraints should be addressed.
For the purposes of this post, online social networks and blogging applications will be discussed in the following case scenarios.
Case #1 : Introduction of a new financial literacy program for youth
An initiative to educate youth on personal finance management issue has be launched by the local community center. With use of Web 2.0 applications, the center hopes to promote monthly seminars on various subjects. At issue, what is the best tool to use?
a) Blog - A blog will enable organizers to share information in text and graphic form. Attendees will also have the opportunity to refer to any past seminar sessions’ notes on the web via the blog.
b) Twitter - Setting up a Twitter account will allow the center to send out brief messages, (a.k.a ‘tweets”) to remind attendees (followers) of what will be covered in the upcoming sessions or refer to references elsewhere on the web.
c) Facebook Fan Page - A fan page will enable the center to have attendees who are Facebook fanatics to access information in all formats in another central location on the web.
What is the best option? c)
Although blogs offer the advantages mentioned above, blogging may become a very time consuming task which encompasses the maintenance of outbound links and posting new entries on a fairly regular basis.
Messages via Twitter are limited to 140 characters without any capabilities to post images or videos.
The fan page not only allows for the flexibility to post content in a variety of formats but there is a “viral marketing” element when individuals becomes fans. A message stating that individuals has become a fan of the page will appear on their friends’ page index when they log in.
Case 2: Sharing insights regarding the annual symposium
Due to budget cuts, your industry association symposium only has the space for 300 attendees down from 600 attendees. The association is turning to the Web 2.0 to find an avenue to share insights from speakers and sponsors.
a) Twitter - The Twitter avenue will allow the association to “micro-blog” on topics in real-time. Followers of the Twitter page will receive updates via mobile telephone, laptop and or desktop computer.
b) Blog - A blog gives the association the power to expand on topics covered at the event. Along with the unlimited amount of characters that the blogger can use to write the post, a blog provides the flexibility to embed audio, video and still images files.
c) Facebook Fan Page - The fan page can be a compliment to the existing event website where only fans can access relevant information as they log on and navigate to the page.
What is the best option? a)
Sending out tweets would be the best alternative to keep individuals up to date. In addition, it is not a time consuming activity. Imagine tweeting as a presentation is taking place?
A very solid case can be made for setting up a blog however; taking into account the needs of the audience, short and concise messages are “reader-friendly” for individuals who are busy and use their cell phone to access information on the go.
Conclusion
Rushing to use a Web 2.0 application to meet communication objectives requires a plan. In order to do so, all options in terms of the best tools should be evaluated along the lines of:
- The content or message that will be delivered
- The needs of the audience
- The resources required to properly maintain the tool
