Using

1

• Using
• Social Media Tools
• to Engage
• Local Communities

2
Using New Media to Engage

• Brief Introduction
• What We Know
• One way of thinking about the evolution of online
  engagement
• What We Dont Know
• What Might be Useful to Know

3
Using New Media to Engage

• How could stations use new media tools to engage
  communities in effective and meaningful ways
  that

4
Using New Media to Engage

• How could stations use new media tools to engage
  communities in effective and meaningful ways
  that
• Strengthen their local communities

5
Using New Media to Engage

• How could stations use new media tools to engage
  communities in effective and meaningful ways
  that
• Strengthen their local communities?
• Deepen the stations local significance?

6
Using New Media to Engage

• How could stations use new media tools to engage
  communities in effective and meaningful ways
  that
• Strengthen their local communities?
• Deepen the stations local significance?
• There are many kinds of communities.

7
Using New Media to Engage

• How could stations use new media tools to engage
  communities in effective and meaningful ways
  that
• Strengthen their local communities
• Deepen the stations local significance
• There are many kinds of communities.
• How do we use new media tools to strengthen our
  local, geographic communities?

8
What We Know

• Is online engagement a dead-end?

9
What We Know

• Is online engagement a dead-end?
• Current Research

10
What We Know

• Is online engagement a dead-end?
• Current Research
• Dhavan Shah, University of Wisconsin
• Online participants more likely to participate
  off-line

11
What We Know

• Is online engagement a dead-end?
• Current Research
• Dhavan Shah, University of Wisconsin
• Online participants more likely to participate
  off-line
• Online engagement actually leads to off-line
  participation

12
What We Know

• Is online engagement a dead-end?
• Current Research
• Dhavan Shah, University of Wisconsin
• Online participants more likely to participate
  off-line
• Online engagement actually leads to off-line
  participation
• USCs Center for the Digital Future
• Half of online communities studied also held
  face-to-face gatherings

13
What We Know

• Is online engagement a dead-end?
• Current Research
• Dhavan Shah, University of Wisconsin
• Online participants more likely to participate
  off-line
• Online engagement actually leads to off-line
  participation
• USCs Center for the Digital Future
• Half of online communities studied also held
  face-to-face gatherings
• Involvement in online communities leads to
  off-line actions - and social activism

14

• If online participation leads to off-line action,
  are we providing mission-driven pathways that
  help our users move from online to off-line
  participation so they can strengthen our
  communities?
• What evolution in our use of new media tools
  would help?

15
Web 1.0 Web 2.0
Opportunities to Participate
16
Web 1.0 Web 2.0
Opportunities to Participate
17
Web 1.0 Web 2.0
Opportunities to Participate
18
Web 1.0 Web 2.0
Opportunities to Participate
19
Web 1.0 Web 2.0
Opportunities to Participate
20
What Might be Useful to Know?

• Are there tools or strategies for engaging online
  that work particularly well for specific station
  assets? Or for specific station roles in the
  community?
• Can we borrow existing tools to do this work?
  (widgets, Meetup, Google Maps, etc.)

21
Review

• Research shows online engagement actually does
  lead to off-line engagement
• How can we use online tools to engage and
  strengthen our communities?

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Here

• Here

26
What Might be Useful to Know?

• How can we use online tools to
• Create informal spaces for meaningful
  interaction?
• Grow informal networks and links in our
  community?
• Offer opportunities or pathways for users to
  move from online dialogue to action?
• What methods of online engagement are most
  effective at leading participants to engage
  off-line?