Social Engagement Tools

Social Media Tools for
Nurturing Community Engagement

What is social media? First and foremost social media is about people (that’s the social part) having conversations and sharing stuff online (that’s the media part).  Social media connects us. Establishes ties. Strengthens them over time. Using social media is a significant shift from where we were only a few short years ago -- when email was our connector and mainstream media was the primary way to promote and educate people about prevention.  It [media] was expensive and available to only the few who had the required equipment, software, skills or funds to make it happen.  

Now, production tools and distribution channels are available to everyone with a computer, browser and an Internet connection. More important we all can (and are) moving beyond using only marketing and public relations strategies to thinking and acting in new ways through social media that “ engage” people in our communities. 

Social Media in Plain English by Lee Lefever at Common Craft.

Social media enable ways to connect people online bringing the cost of convening groups (of any size) to zero or close to it.  Clay Shirky, author, consultant and adjunct professor at NYU’s graudate Interactive Telecommunications Program, says when we change the way we communicate, we change the world. A change in communications is exactly what we are experiencing. If we want to play a role in creating the future in our communities and beyond, then learning to effectively participate and engage each other through social media is essential.

So how do social media tools contribute to accomplishing coalition goals?  It depends.  


What are your coalition goals?

• Reach out to a priority population online
• Engage members or a priority population online
• Promote coalition activities, events and ideas
• Provide information to coalition or community members
• Distribute information quickly, broadly
• Advocate for a community cause
• Raise funds
• Increase awareness
• Host conversations that matter
• Establish and nurture relationships
• Seek community member participation, feedback or input
• Acknowledge and celebrate community successes
• Tell your community change stories

If you can say yes to any of these then social media may have a role to play in supporting your coalition and community. Deciding which forms of social media to adopt depends on your coalitions goals AND your members' interests, skills, capacities, and willingness to adopt (what is to many community members) different forms of communication.

Social Media tools are more than channels to push information out like a newspaper, radio spot or televised PSA even though many use them in this way.  It can be hard to break old media habits in a new media world.  Social media tools are ideal for engaging the very people most interested in and apt to support and engage your coalition. 

Social media connects us and enables us to interact with each other online in open, transparent ways that actually increase accountability while also bringing into focus a variety of viewpoints, questions and ideas. To the right, we've listed and described different types of social media, what each is best at and additional resources for follow up on those you are most interested in knowing more about or putting to work for your coalition.

Sources for more information

• Telling the Coalition Story: Comprehensive Coalition Strategies

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Social Media Tools