They say that by tapping into the benefits of social-media technology, their companies are successfully promoting their authors, books and other products.

Standard Publishing has seen positive results from offering a free iPhone application based on Tony Jeary's recently released book, Purpose-Filled Presentations, with more than 1,600 downloads since July 1.

"We are reaching an entirely new audience who might not have known about Purpose-Filled Presentations otherwise," said Sarah Felkey, Standard's marketing manager, who developed the application.

LifeWay Christian Resources launched three iPhone applications in June based on The Love Dare (B&H Books/B&H Publishing Group) by Fireproof movie-making brothers Stephen and Alex Kendrick.

Big Idea also recently launched the first VeggieTales application for the iPhone and iPod touch, featuring the voices of Bob the Tomato and Larry the Cucumber singing and speaking the names of users as part of an interactive experience.

Meanwhile, DaySpring recently launched a new online community to benefit women. The Web site was created by a group of women employees at DaySpring who wanted to share the company's vision of "messages of hope encouragement, everyday, everywhere" in new and fresh ways.

"A lot of companies make the mistake of trying to use social media and those involved in it for a quick transaction, when really it's about building a lifelong relationship with the consumer, incorporating all aspects of her life, including products," said Stephanie Bryant, DaySpring's business development manager.

Read the full report in the Oct. 12 issue of Christian Retailing magazine.