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In years gone by news was spread by word of mouth. If you didn't hear it from your next door neighbour, you probably never heard about it. Newspapers followed as the best way to spread messages to large audiences and the public began to become much more aware of wider issues. The advent of technology brought the radio, followed by television and all it's changes and forms. The best way to contact and appeal to people was via advertising in between the most popular programmes on TV. However, if there is one thing that history has taught us it is that times change, and in the age of information, very quickly indeed. So it comes as no surprise that leading companies and organisations the world over are turning to online options due to the ever increasingly integrated audience and following it has, not to mention it's instant connectivity possibilities. And from there we are led to products that were originally designed to entertain and connect friends and family but have since snowballed into marketing and advertising behemoths, the social networks.
With the enormous popularity of sites and networks such as Facebook and YouTube, it comes as no surprise that the AAO, American Academy of Ophthalmology has looked to tap into this market in an attempt to continue to raise awareness and educate not only children but also adults alike regarding eye related issues and health. The AAO have noticed this gap in their campaigns and it is easy to see why they are placing such emphasis and importance on appealing via these networks when you consider that as of December 2011, Facebook has 483 million daily active users, with 88% using the product on the go via mobiles and smartphones. The ability to get quite literally straight into the hands of these people could not be ignored, especially when around 95 million Americans and Canadians make up these numbers alone.
The term social network has a much wider grasp than ever before and the AAO has suggested an educational video posted on YouTube regarding eye safety and in particular the use of cosmetic contact lenses during the popular Haloween period as an example of just how positive their integration can be with around 22,000 people having watched it. As just one example of how the AAO are looking to take advantage of these electronic options to educate adults and children regarding eye diseases and safety, it is clear that their vision is perfect for the needs of today's market. Their current strategy has led them to produce thousands of news stories across a wide range of media as well as numerous press releases in order to establish themselves as the leading voice in ophthalmology.