Can Social Media Save a Neighborhood Organization?

Positive discourse around social media and civic engagement inspired a neighborhood association with few members and resources to use these services. They hoped to revive the neighborhood association and attract new and younger members. They received five Facebook ‘likes’ and three Twitter followers out of 550 households. Survey results revealed a mismatch between perceptions of ‘neighborly’ and social media ties and expectations for neighborhood communication. However, residents most interested in the neighborhood association were those who chose social media for neighborhood outreach, not those choosing email or postal mail. Ultimately, using multiple communication methods is ideal, but targeting residents via social media might be a starting point for planners and resource poor organizations.