Communication Through New Media essay

Download this essay in word format (.doc)

Note: Sample below may appear distorted but all corresponding word document files contain proper formatting

Excerpt from essay:

Communications New Media

Care2 -- Social Network Tool

Care2 was started by Randy Paynter in 1998 however it was a dream that he developed when he was a young adolescent (Paynter). He was traveling in South America with his father studying environmental issues and realized that there was a great imbalance in society in regards to how people treat the planet as well as how people treat each other. Paynter desperately wanted to be a force for positive change in the world and when the internet became main stream he identified this as one vehicle to reach millions of people. He started the organization out of his apartment and today the organization has more than fifty employees, fifteen million members, four hundred non-profit partners, and hundreds of responsible advertisers who are committed to making a difference (Paynter).

Care2 is a profitable, privately funded company and a B-Corporation. The company's business model is focused on pay-per-action lead generation for non-profit organizations and CPM sponsorships for responsible consumer brands. As a B-Corporation or social enterprise, Care2 generates revenues by connecting individuals with nonprofits and businesses that are making the world a better place (Care2). Care2 is a social action network whose mission is to empower millions of people to lead a healthy, sustainable lifestyle and support socially responsible causes (Care2).

Care2's site includes content offered by users and contributors including such things as original stories, blogs and content provided by syndication partners covering a broad range of issues from healthy lifestyle areas, and causes ranging from politics to human rights and animal welfare. The site is useful to people who are involved in various causes because it integrates various relevant content sources and also provides some actionable opportunities; such as petitions, pledges and daily actions. Care2 claims that it builds a deeper level of passion and engagement with its users than other sites that do not appeal to social or environmental issues. Their loyalty program, the Butterfly Rewards member loyalty program, offers people a chance to support their favorite causes by undertaking some project for that can earn their favorite organization money or credit from other users of Care2.

Care2 target market represents the emerging majority of conscious consumers, who bringing a high level of passion for social or environmental issues. These consumers are highly aware of environmental and social issues and this issues influence to everything they do; especially in regards to shopping. The typical Care2 user, according to the website, is a woman who is 25-54 years old, lives with a spouse or partner, and has one or more pets, volunteers for causes she believes in, buys eco-friendly products and donates to nonprofits (Care2).

Care2 represents the largest and fastest growing social networking tool in this specific niche. It has over sixteen million registered users and claims to have had a pretty steady growth rate, over a hundred seventy percent, in unique visitors' per year. Care2 also owns and operates another subsidiary site that is a tool used to gather petitions for various causes; it is said to have been generating over twenty million signatures in the past year. With strategic partner applications, such as Facebook, and a network of over one hundred revenue sharing partner sites, Care2 is estimated to be able to reach over one hundred fifty million people. Therefore, it is reasonable to claim that Care2 represents a popular and effective way to organize people to help with their favorite causes, social, and environmental issues.

There are several ways in which tools can help individuals raise money for their cause or preferred organization. For example, members can send out emails to their contacts with information about the cause as well as an opportunity to make a financial contribution. Another way funds can be generated is through advertisers' websites being visited by guests. Each time the guest visits a partner site the activity is recorded and a small financial contribution will be made for each unique visitor. Other than financial support, there are many social tools that can facilitate communication and organize members' efforts. For example, there are profile pages that allow users to meet other users with the same interests in their local area. There are also forums in which users can group comments about different interests so that anyone can read them at any time.…[continue]

Cite This Essay:

"Communication Through New Media" (2011, September 27) Retrieved November 29, 2016, from

"Communication Through New Media" 27 September 2011. Web.29 November. 2016. <>

"Communication Through New Media", 27 September 2011, Accessed.29 November. 2016,

Other Documents Pertaining To This Topic

  • Through New Media

    New Media This work will propose three potential issues or challenges to address and will identify two potential social media communication tools and describe what could be done to solve each issue using these two tools. According to Graham, (nd) Social media includes social networking platforms including Facebook and Flickr but social media can also be such as "bulletin boards, podcasts, blogs, wikis, etc." (Graham, nd) In fact, social media is

  • New Media What Are the Key Challenges

    New Media What are the key challenges faced by public relations practitioners today in relation to the use of new media? Social media has transformed the way in which companies conduct businesses and market themselves. Traditional media strategies such as news releases and media kits have become outmoded, falling out of favor and replaced by strategies such as Facebook, Twitter, and blogs (Waters, Tindall and Morton 2010). This paper begins with an

  • Communication & News Framing Case Study

    Communication & News Framing - Case Study of the U.S. & China Standoff of 2001 An event is a fact. It happens. People witness it. People talk about it. People report it. In today's world, the even t may be recorded for posterity in a variety of ways. It may be capture on videotape. It may be captured in the voice recordings of an airplane's "black box." It may be tracked

  • Communications Markets and Media Broadcasting

    ] Younger people (18- to 34-year-olds) are much more likely to view television news as mainly interested in serving the public interest (57.5% vs. 46.7%). Creating a local brand and attracting the most viewers is the name of the game in the battle for ratings and revenues. The local newscast defines the image of the station, and now more than ever local stations need up-to-date newscasts to keep audiences tuned in.

  • New Media Technologies Have Driven

    Over the next twenty-five years, however, the digital divide will be decreased. Despite the slow pace of change in much of the developing world, change will occur over the next twenty-five years. In addition, the younger populations of most of these countries will mean that the opportunity to replace citizens with little likelihood of adopting modern telecommunications with young ones who will know of nothing else. As the pace of

  • Communications Strategy New Orleans Nosh

    To help improve employee's outlook about the Nosh, Ms. Pepper must release a statement to the media affirming her intentions to reestablish the Nosh as a frontrunner in the community with respect to its services and commitment to a family style work environment. The intent of this message will include demonstrating that while impacted by Katrina, the Nosh remains a responsible employer committed to its employees every step of

  • Communications and Media Communication Has

    Additional research showed that those who were frequently exposed to these movies were also inclined to develop risk-taking behavior (Greene and Kromar). Vulnerable young women who had long-term exposure to sexually objectifying media could suffer from decreased self-esteem, according to another study (Aubrey 2006). A group of 149 female undergraduates in a big mid-Western university was surveyed for their responses after having been exposed to such media. The study revealed

Read Full Essay
Copyright 2016 . All Rights Reserved