Scott Doyon argues that getting the next generation of collaborators involved in community improvement efforts will require more than simply using the tools of social media - it will require connecting with what people are passionate about.
Cities everywhere are looking to engage Generation Y in community planning. Are Facebook ads an effective tool for getting there? Doyon offers up a definite maybe:
"It's misguided to say social media cures everything, it's equally so to claim it cures nothing. The answer, once again, is in the messy middle ground."
"The mistake, especially as it relates to public process, is focusing too much on who you're reaching and not enough on the particular stories that define them. Your job, when reaching out to them, is crafting your story entirely in the context of theirs, with an eye towards clarity and simplicity. Find the connecting points, the shared context, the common values. That's how you compel action."
"It's not just about getting the word out. It's about getting the right word out."
Thanks to Hazel Borys
FULL STORY: Snagging Gen-Y: Do Facebook ads work in public engagement?
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City of Albany
UCLA Lewis Center for Regional Policy Studies
Mpact (formerly Rail~Volution)
Chaddick Institute at DePaul University
City of Piedmont, CA
Great Falls Development Authority, Inc.
HUDs Office of Policy Development and Research