According to Mark Laver of Ipsos Reid, online social networks, such as Twitter and Facebook, are visited more often than personal e-mails are read. They have become the communications tools of the 21st century.

While the social networking phenomenon is a big hit with the younger generation, older members of the population are also actively engaged. Canadians are spending more than one-third of their Internet time each week browsing online social networks.

The Salvation Army is using the social media frenzy to help boost awareness, educate and connect with people. “Through relevant news, blog posts and feature articles, the Army is creating community with volunteers, donors and other supports,” says Jeremy Watt, web producer, THQ public relations and development. “As we post unique and useful content, we build trust and loyalty toward our mission.”

But with this wide range of exposure comes responsibility. Words are archived forever. An inappropriate post or comment can have damaging consequences. The quality of posts should come before quantity.

“Although social networks are still new, they are much more than fads,” says Watt. “They will continue to evolve as we become more dependent on them for information and news.”

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5 Ways to Support the Army Online

1. Write a blog—Through an online journal, blog or note on Facebook, you can write about the Army and its mission. This is an easy way to spread awareness among your friends.
2. Share stories with friends—Post links on Twitter, Facebook, Delicious and Digg to blogs and news articles from Salvationarmy.ca and Salvationist.ca.
3. Follow The Salvation Army on social networks—When the Army posts information on its websites, consider posting on Twitter, Facebook or a blog. The Salvation Army is active at:
• Twitter.com/salvationarmy and
Twitter.com/salvationist
• Facebook.com/salvationarmy and
Facebook.com/salvationistmagazine
• Flickr.com/salvationarmy and
Flickr.com/salvationist
• YouTube.com/salvationarmy
4. Use video to communicate—When you record an Army video, share it through sites such as YouTube.
5. Host an iKettle at Christmas—Starting in October, create and host your own iKettle on your web page. Invite others via e-mail to donate and fill it. Visit SalvationArmy.ca/iKettle to learn more.