Case Study

For this case study, it is a combined effort between me and my other groupmate, Jian Hao. He will talk about the website of The Partnership at in his blog while I will focus more on their efforts at communicating with the public through other social media platforms.

Firstly, let’s talk about the organisation. This organisation was founded in 1086 and it was formerly known as The Partnership For a Drug-free America. It is a non-profit organisation that offers solutions to parents whose children are involved in drug and alcohol abuse. To aid these troubled parents, their website is equipped with plenty of useful information and statistics about drug and alcohol abuse amongst teenagers. This helps parents in learning more about the problem that their child may be facing before they go ahead and try to find a solution.

As quoted by the Senior Vice President Teri Christensen, “We are here to help, not to lecture or judge but to simply help parents navigate the often challenging road of parenting. Additionally, many of us at The Partnership at are parents just like so many others trying to find the right words to get the conversation about drugs and alcohol started and then how to keep it going.”

However, they do not only rely on their website to get their message across. Other social media platforms such as Twitter, Facebook and YouTube are also used to reach to different audiences through different methods.

They use facebook to spread latest news and updates of their upcoming events. They also hold contests in Facebook to allow everyone to participate in by just commenting on their posts. There are also attractive prizes for these people to win. If people like what they post on their Facebook wall, they are also able to ‘like’ these posts and comment on what they feel.

They upload all sorts of videos on their YouTube account to further educate the public about drug and alcohol abuse. By talking about the effects of harmful drugs on our bodies, they are able to create more awareness about drug and alcohol abuse. Videos of ex-drug abusers talking about their experience with drugs are also uploaded.

They use Twitter mostly for spreading news quickly and promoting their upcoming events. As more and more people are starting to use Twitter and the way Twitter is so easily accessible by almost anyone and everyone with an Internet connection, this is an easy way to reach out to the public. Once in a while, they also tweet short inspirational quotes for people who may be depressed and need a little advice on life.

These methods have been very helpful and convenient for anyone who wishes to know more about drug and alcohol abuse. Therefore, my group has decided to follow their footsteps and create a Twitter, Facebook and YouTube account for The National Council Against Drug Abuse (NCADA), in hopes that it would paint a better impression of themselves to the eyes of the public.

My group has also came up with a PROS vs CONS list for The Partnership at and NCADA. This list can also be found in Jian Hao’s blog.


1) The information published on their website, facebook, twitter and blog are constantly updated. Their most recent update was on February 10, 2011.
2) They also provide a drug guide on their website and this guide is made available to everyone. This makes their website very educational and trustworthy.
3) They also have a whole list of education programs that they organize every once in a while, which is useful for anyone who wishes to learn more about drug and alcohol abuse.
4) They educate the public on how to prevent drug abuse.
5) The pictures and videos in the website are very clear and neatly arranged.
6) Events are also organized for the public to take part in.
7) Information on different treatment programs can also be found in the website.


1) Their website is neatly separated into different columns. However, there are just too many links all over their website. There are links at the top, side, middle and even bottom of the website. This makes it confusing for users to navigate around their website.
2) Though the colour scheme of the website is simple and not distracting, it can be perceived as dull as well. If everything is simple, it would be harder to attract and keep the attention of whoever that is looking at their website.


Workload Breakdown

My group has came together to form this workload breakdown chart. This is just something that will help us in knowing what our exact objectives are.

Chin Jian Hao (Leader):
– History of NCADA
– Their about, and board members
– Prototype of website
– Action Plan
– Case study: Sourcing of example using new media. (Statistics)

Nur Asirah:
– History of NCADA
– Their about, and board members
– Prototype of Twitter
– Case study: Sourcing of example using new media. (Statistics)

Siti Muliani:
– History of NCADA
– Their about, and board members
– Prototype of Facebook (NCADA) and Logo of campaign
– Evaluation of Website
– Powerpoint

Toh Shirley:
– History of NCADA
– Their about, and board members
– Prototype of Youtube and Campaign website
– Powerpoint

Council Members

Here is a detailed list of all the council members in NCADA.

Dr N Varaprasad (Chairman)
Chief Executive
National Library Board

Mr Victor Lye (Vice Chairman)
General Manager
International Medical Insurers Pte Ltd

Ms Sei Yue Theng (Secretary)
Director Communications Division
Central Narcotics Bureau


Mdm Suwarin Chaturapit
Advisor, Administrative & Pharmoeconomics & Drugs Utilization
Health Sciences Authority

Mr Chew Hock Yong
Deputy Secretary
Ministry of Community Development, Youth and Sports

Dr Chew Tuan Chiong
Chief Executive
Science Centre Singapore

Dr Narayanan Ganapathy
Asst Professor, Sociology Department
Faculty of Arts and Social Science
National University of Singapore

Ms Carolyn Kan Yuen Meng

Mr Kong Mun Kwong
Deputy CEO & Executive Director
Lereno Bio-Chem Ltd

Mr Eugene Paul Lai Chin Look
Southern Capital Group Private Limited

Mr Andy Lim
Tembusu Partners Pte Ltd

Mr V K Rajan
Senior Consultant
Iskandar Development Region
Chesterton International Property Consultants Pte Ltd

Ms Diana Ser
Director of Media Training and Public Speaking
Integrated Marketing Solutions Group (IMSG)

Dr Syed Fidah Bin Ismail Alsagoff
Director, Investment
Temasek Holdings (Private) Limited

Mr Tan Chye Hee
Senior Director Policy and Operations Division
Ministry of Home Affairs

Mr Tan Boon Huat
Chief Executive Director
People’s Association

Ms Sally Wong
Commissioner for Narcotics
Narcotics Division, Hong Kong

Mr Wong Siew Hoong
Director of Schools
Ministry of Education

Mdm Zuraidah Binte Abdullah
Chief Executive Officer
Yayasan Mendaki

Mr Manogaran s/o Suppiah
Chief Executive Officer
Singapore Indian Development Association

Mdm Ang Kiat Hoy
Manager, Student Services
Chinese Development Assistance Council

National Council Against Drug Abuse

We have decided to choose the National Council Against Drug Abuse (NCADA) for our final project this semester.

1) Who are they?
– a volunteer advisory body that deals with drug abuse
– set up in January 1995
– works closely with Central Narcotics Bureau (CNB), National Library Board (NLB), Prisons Department and Singapore Corporation of Rehabilitative Enterprises (SCORE)
– mission: Preventive Drug Education

2) What do they do?
– think of strategies and programmes to fight drug abuse
– organise anti-drug activities
– assist other organisations who are interested in tackling the drug problem
– rally support against drug abuse
– educate the public about anti-drug measures

3) What do they provide?
– anti-drug strategies and programmes to raise public awareness
– details on all the different drugs and their harmful effects
– tips on how to communicate and find assistance

4) Do they have any web presence?
– Web 2.0
– Website, user-friendly though it is not updated frequently and there is not much information you can get from just their website alone

5) Any campaigns?
– National Anti-Drug Abuse Campaign
– CNB worked with a film distributor to include green and white anti-drug ribbons and a bookmark with anti-drug information with the sale of copies of the movie Traffic

New Media Landscape Reflection

So on the 11th of January this year, we had two formal TP students come forward to give us a talk on New Media Landscape. Of course, they were not inexperienced and useless either.

The first speaker, Tan Kian Ann, talked to us about Search Engine Optimization (SEO) and Interruption Marketing. SEO is basically a process on how to get your website to appear at the top of a search engine. This is really handy when you have your own company and you want the public to know about it. Interruption Marketing on the other hand, like its name, is a form of marketing/advertising that literally interrupts whatever you are doing online. Think of those annoying pop-up ads that you get whenever you are surfing the net. It is a form of marketing too, isn’t it?

The second speaker, Lionel Chin, is a web designer and co-founder of Ripplewerkz. He works in a company that deals with web designing, eCommerce and web developing. Basically, he designs a lot of webpages, even webpages of famous bloggers such as Xiaxue. Eventhough tedious, he was definitely earning quite a lot of money.

All in all, I’ve learnt a lot from this talk, thanks to the both of them. It makes you wonder how the working world outside is really like, and I’m excited for it, even if it might be really tough.

Until next time!

NMT Week 6 E-Learning: Field Trip!

On week 6, it was e-learning week for NMT and we were required to visit the Asian Civilisations Museum (ACM) and all of its various galleries.

I personally had a lot of fun since it was my first time going there. Two of my most favourite exhibits out of the entire museum would have to be;

  • The cuboids corner, which we had to re-assemble in a form of a puzzle to get four different stories (if we assemble it right) at the end of it.

  • The little sofa and music corner, which is actually a place for visitors to sit and listen to music which are related to the gallery they are in.

These two exhibits are slightly different and more fun than the rest because it actually allows me to play around with the things that are provided there, instead of just walking passively through them.

I also realized that the museum makes use of quite a lot of New Media Tools/Technologies such as projectors and touch-screens to further enhance the overall experience.

  • The projectors are used to display photos of the olden days, or even short movie clips. The images from the projectors are flashed on many areas, such as the floor, the walls and the ceiling.

  • The touch-screens provide an extra interactive touch to the exhibits as it allows you to click on things that you are interested in. Once clicked, a video/audio file would be played to explain these things even further.

I find that really interesting yet educational at the same time. However, there were a few things that I thought could be changed a little to provide an even better experience for the other visitors.

Firstly, it would be even better if visitors were given a digital map of the entire museum. The first time I was there, I got a little confused when following the map that was printed out for us. If I had a digital map, however, it would be very useful if the device could show me the places that I have already walked into (using a location-based service).

Secondly, most of the items that are being exhibited in the museum do not actually allow you to interact much with them (touch them, use them etc.) so a virtual presentation alongside the actual item would have been very helpful. For example, there were many ancient books/journals being displayed behind a glass case. Visitors would definitely like it better if they could actually flip through the entire book but this is impossible because it might damage the items. Therefore, a touch-screen device which allows you to browse and flip through the book would be nice.

All in all, it was a very fun experience for me!

Literature Review

“How Freelancers Might Use Social Media in the Future”

Social media marketing is the process of promoting your site or business through social media channels and it is a powerful strategy that will get you links, attention and massive amounts of traffic. Which also means that social media is very effective when you’re doing a business. But why is that?

To get you started, freelancers usually use social media to make themselves ‘known’ to the public and this strategy is called ‘viral marketing’. Viral marketing is a marketing strategy and it usually refers to marketing on the Internet. One such example would be the use of Twitter to advertise themselves to the public.

But what is Twitter? Twitter is a micro-blogging site which allows you to post up to 140 characters to be displayed on your profile page. Depending on your chosen privacy settings, most of the time, other people are allowed to read your posts (tweets) and reply back to you (mention) if they want to. This makes it easier for freelancers to interact with their clients, ask for opinions etc.

“Twitter certainly provides a level of access to the types of clients freelancers routinely work with on a much closer level than cold calling or other marketing techniques,” said a freelance writer who is based in Maryland.

(statistic from an eMarketer’s survey)

Because viral marketing is so effective, sites like Dribble are becoming increasingly useful nowadays, especially if you’re a designer or a developer. This is because Dribble allows you to share your works with others without needing much effort, which means that your chances of being ‘talent-spotted’ will jump as well.

However, there are the downsides to using social media too. Using just one social media site to ‘promote’ yourself is not enough. Social media trends are constantly changing nowadays and nothing stays fixed for long. Freelancers have to always adapt to these new changes to avoid being thrown to the side and forgotten by the public. In other words, it requires a lot of hard work and precious time.

One good example would be Myspace, something which was really popular five years ago but not anymore. MySpace, for one, used to be really handy for sharing music with other users. Musicians find this an easier way to promote their band/album/etc by uploading their songs online so that people could listen to them even if they are not that popular yet.

Therefore, if freelancers were to channel all their time onto just one form of social media, it wouldn’t be very beneficial for them in the long run. Twitter, Facebook and Dribble might be popular now, but who knows what would happen five years down the road.

(statistic from Nielsen Blogpulse)

One thing is for certain though, that using social media to advertise is definitely way easier and more inexpensive as compared to print advertising. Statistics have already shown that more people are already advertising through social media instead of doing it the ‘traditional’ way. Why? Because it’s free.

(statistic from Business Insider)

From all these, we can definitely see a rapid growth in the number of freelancers using social media as part of their promotional methods. It allows them to keep in touch even further with their clients and to promote their business even more. However, this would also mean that they’d have to constantly put themselves out there, on multiple different social media platforms, to avoid losing all their clients just because one social media platform is gone.

There are the pros and the cons of using social media to help you in your business, but if you play the right cards at the right time, the one who will be successful in the end is you.


1) eMarketer’s survey statistic

2) Nielsen Blogpulse’s statistic

3) Business Finder’s statistic

New Media Terms

50 keywords/terms:

social networking    microblogging    widget    facebook    twitter    friendster    interactive    google    youtube    e-mail    instant messaging    handphone    computer    apps    avatar    wiki    realtime    visual    blogroll    convergence    blog    newsletter    social sharing    podcast    vodcast    mashup    newsglobe    crowdsourcing    adsense    itunes    flickr    myspace    lifecasting    microcasting    e-learn    tag cloud    wysiwyg    vlog    thread    rss    moblog    blog feeds    sem    seo    cgm    opml    ebay    seeding    webring    trackback

Hey there..

Hello, everyone. My name is Nur Asirah and I’m seventeen years old this year. And if you don’t know, my name is pronounced as ah-see-rah, though I’m used to people calling me Aishah on first meetings.

I also love soft and fluffy animals. Yes, that might sound a little boring but I really do have a weak spot for them.  A really, really weak spot. Oh, and I hate insects. A lot. I can’t stand them for the life of me.

Anyway, I’ve recently stopped working as a tuition teacher in a daycare centre so school is my main priority right now. I’m also self-learning quite a few foreign languages at the moment just because I have a deep interest in languages and cultures. Also, French is my CDS now so I’m quite excited for that!

Well, that’s all for now. Bye!