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Chapter 12: Tapping the Web and New Media November 7, 2010

Filed under: PRCA 3330,Reading Notes — amberlaurin @ 4:13 pm

Chapter 12: Tapping the Web and New Media

The World Wide Web

The exponential growth of the World Wide Web is due, in large part, to its unique characteristics.  Here are some major characteristics of the Web that enable public relations people to do a better job of distributing a variety of messages:

  • You can update information quickly, without having to reprint brochures and other materials.
  • It allows interactivity; viewers can ask questions about products or services, download information of value to them, and let the organization know what they think.
  • Online readers can dig deeper into subjects that interest them by linking to information provided on other sites, other articles, and sources.
  • A great amount of material can be posted.
  • It is cost-efficient method of disseminating information on a global basis to the public and journalists.
  • you can reach niche markets and audiences without messages being filtered through traditional mass media gatekeepers (editors)
  • The media and other users can access details about your organization 24 hours a day from anywhere in the world.

The rise of Social Media

The first generation of the Internet, often called Web 1.0, was primarily based on information being transmitted from supplier to receiver.  Although websites still serve that function, the second generation of the Internet (Web 2.0) has become an interactive model, and Web users now have multiple tools to talk to each other in real time.

Most important Web 2.0 Sites:


  1. Del.icio.us.  A social bookmarking Web service for storing, sharing, and discovering Web bookmarks.
  2. MySpace.  An interactive social networking website offering a user-submitted network of friends, personal profiles, blogs, groups, photos, music, and videos internationally.
  3. Facebook.  A social networking site launched in 2004; it has the highest number of users among college-focused sites.
  4. Twitter.  A social networking and micro-blogging service that allows users to send “updates”(text based posts, up to 140 characters) via instant messaging or e-mail to the Twitter website.
  5. Blogger. A blog-publishing system created by Pyra Labs, which was purchased by Googly in 2003.
  6. Technorati. An internet search engine for searching blogs.
  7. YouTube. Video-sharing website where users can upload, view, and share video clips.
  8. Flickr. A photo sharing website and Web services suite that features an online community platform.
  9. Wikipedia.  A multimedia, Web-based, free-content encyclopedia project operated by the Wikipedia Foundation.
  10. Digg. A community-based popularity website with an emphasis on technology and science articles.
  11. Second Life. An internet-based virtual world that enables users to interact with each other through avatars.

All information in this post can be found in Public Relations Writing and Media Techniques 6th Edition

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