High Tech Meets High Touch:

Using Social Networking to Build Powerful

School-Community Engagement

Steven CliftExecutive DirectorE-Democracy.org

IntroductionHi, I am Steven Clift

Executive Director, E-Democracy.orghttp://e-democracy.org

http://stevenclift.com

Created world’s first election information website in 1994

Spoken across30 countries

30+ Issues Forums serve 15 communities in 3 countries

Ford Foundation funded Inclusive Social Media effort focuses on lower income, high immigrant neighborhood forums. http://e-democracy.org/p3

Ashoka Fellow

Tools?Not widgets. Approaches.

Good online “community engagement” practices can be applied on your own website,

Facebook, Twitter, local online news sites … anywhere the public in your local community

is gathering online.

First Secret

It is not about technology.

It is not about waiting for the new new idea.

It is about desire, outreach, and execution

If you have the desire, with community and relationship building intent, then your technology choices will matter.

Schools and Community Online

Presentation NOT about schools using social media to communicate one-way to community

Facebook, Twitter, YouTube – Surplus of advice available, shortage of risk-taking by most institutions

Schools engaging the local community online

Host – Facilitator – Own site, Facebook Pages, etc. Participant – As Local Institution Professional Visitor – Fact Corrector Community Builder – Community Service Role

Lessons from decade+ of LOCAL online community building

Part OneLessons from online community

“Issues Forums”

Local Online News Commenting

Most people see, expect public conflict.

Sharp contrast with private social networking.

Unlocking community …

Connecting people who live near one another.

Dear Neighbors …

Growing community…

Opening “organic” hot topic on Standish Ericsson Neighbors Forum in Dec. 2008: http://e-democracy.org/se

Dear Neighbors, My name is Michael and I'm interested in establishing a community garden in our neighborhood.

Dozens of messages, offers to help, and a call for a meeting.

Radical idea!? Local people online can meet in-person.

675 members, 15%+ of households in Feb 2011

Last spring the Southside Star Community Garden opened!

Neighbors Online

27% of American adult Internet users use “digital tools to talk to their

neighbors and keep informed about community issues.” – Released June

‘10

That’s 20% adults overall.

Pew Internet and American Life Project

Neighbor Issues Forums Stories

More Stories from our Neighbor Issues Forum

Somali community – 20 missing youth to crosswalks

Which elementary school?

Responding to crime

Leech Lake Native American majority rural forum

Inclusion evaluation in progress:http://e-democracy.org/inclusion

Secret SauceKey Lessons

Civility and real names builds trust, real community

Outreach matters – Use paper!, build e-mail contact base

Real inclusion is “work”

Multi-tech - Reach people where they are online – E-mail, web, FB, Twitter – we syndicate content

E-mail “reply” publishing is key to inclusion

Secret Sauce 2Key Lessons

Facebook increasingly used by immigrant communities

Elected officials participate with their voters

People LOVE neighbor forums

37+ Blog posts sharing Lessons

Missing gap at block/building/township level? – http://beneighbors.org opportunity

Part TwoApplying lessons across social

media tools

Shortage of Voices?

Big Need: Active Listening

Conversation

Balanced Responsiveness

Necessity Helps – Disaster Response

Use of Twitter during San Bruno gas fire in California #sanbrunofire

Tweeting assisted by nearby San Carlos gov that used Twitter actively

More: http://www.socialtimes.com/2010/09/san-bruno-fire/

Facebook Pages

Facebook Pages

Publicizing “private life” is NOT building “public life” online

Pages offering “public life” opportunity

Useful “gov” reports:http://bit.ly/socmedgovreal names giving governments confidence to host interactivity

Janesville, WI – 31 comments about school closure due to teacher absences – civil back and forth with diverse perspectives

Why does St. Paul have more fans? Also on YouTube

5857 Mpls, 6700 St. PaulWhat is a “Liker” worth?

Representation – Mayor Rybak

Official site, blog – why so boring?

Very active on Twitter and Facebook

Appears to be “personal” use.

Not officially linked.

EngagementSuperintendent blogs -“superintendent blog" school 25K search resultsPTA E-mail Lists, Facebook GroupsBudget balancersSchool survey – Mounds View MN

Structured Input, Valued Output

“e-consultation” field

Online Engagement - Lessons

Ongoing v. time-limitedRecruit, recruit, recruitExpectations - Describe space accurately – who is LISTENINGFacilitate – First person is best“Seed and Weed” – Actively share information and address problems in dialogueComment policy clear and accessible - “limited public forum” – lawyers need to be educated

Do you want to live in an engaged local

community?

Schools can lead the way.

Advice for Community Builders

Don’t wait - technology and models will NEVER stabilize – constant evolution and opportunity to learn

Real inclusion will NOT happen without initiative

Connect interactive “builders” across different schools/communities to exchange lessons

Community service opportunity –classes/students promoting local online spaces for participation in their town

Further Information

Steven Clift clift@e-democracy.org @democracy on Twitter 612-234-7072

Join Locals Online: http://e-democracy.org/locals

More Links http://blog.e-democracy.org http://e-democracy.org/nf http://e-democracy.org/p3 http://stevenclift.com

Slides also available from: http://www.slideshare.net/netclift

Schools and Social Media Links – Raw Materials

http://e-democracy.org/schools

Extra Slides

Many Purposes Reflections

Meet

Communicate

Socialize

Share Information, Contacts, Advice

Support Neighbors

Exchange Opinions

Community News

Announce/Invite

Organize

Collaborate

Problem-solving

Building bridges/Inclusion

Engagement - Public InputSanta Cruz – UserVoiceKings County, WAManor “Labs” Texas

Representation – Mayor RybakUses mix of social tools. Official blog.Why must official sites be boring?

“Digital Embassies” - EdelmanReaching people “where they are” via third party social media tools versus websites you ”own”

Pick a tool, any tool

Source: Jeffery Levy, EPA

Advice for Community Builders

Promote online community building idea

Find and encourage good local examples, counter terrible online news commenting trend

Convene and seed new efforts

Get lessons to local “hosts” – increase success rate

Real inclusion will NOT happen without initiative