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Describe the business or organization. Describe one or more goals and detail how their use of Digital Media is meeting (or failing to meet) those goals.


The use of digital media within organizations has transformed how organizations communicate with prospective and current customers. Digital media such as: web videos, e-books, and social media have each shaped the communication strategies organizations employ to engage customers. You will read a case study, and then write a brief analysis analyzing how the use of digital media was used to communicate information to achieve a specific goal. Write an 800-1000 word response.
You should:
Describe the business or organization. Describe one or more goals and detail how their use of Digital Media is meeting (or failing to meet) those goals. You’ll also want to respond to the focus questions in the case study. Please site at least two web-based sources of information used to illustrate your points both within the paper as well as on a bibliography page. These should be in APA or MLA format.
Case Study 1
Warby Parker is a cutting edge eyewear company, which has become one of the hottest companies in 2012. The company has focused efforts to utilize social media to deliver to its customers a service model based on a crowdsourced approach. This model has led them to revolutionize the normally laborious process of choosing the right frames.
Here’s how Warby Parker has tailored the eyewear selection process for it’s customers: Customers may choose as many as five pairs to try on. They then send back the pairs they have decided against. If they still need additional help deciding on the right frames, customers can post shots to Warby Parker’s Facebook page of them wearing the frames and let the Warby Parker community and employees weigh in on the decision.
How do they use digital media to convey information? How have they built interactivity into their site? How have they used widgets, blogs, and social media sites to connect with their viewers? How have they succeeded in creating community? What could they do better?


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