About Social Media Today
I’ve been doing a bit of research into citizen engagement models for my MSc research and started to think about how these models relate to digital engagement. I looked at various models and frameworks and combined them to help me conceptualise digital engagement.
Firstly I evaluated the participation model provided by David Wilcox in his 1994 participation framework, which was based on Sherry Arnstein’s ‘ladder of participation’ from 1969.
I noticed some similarities with Charlene Li’s and Josh Bernoff’s ladder of Social Technograph profiles. The profiles are based on survey research into consumer participation in social technologies. The ladder was recently updated to include a category for Twitter users!
The Groundswell site provides an interactive profiling tool which is based on demographic and behavioural data, to help companies define their commercial social technology strategies. However I think the tool has some transferable relevance for defining citizen participation profiles and assessing the propensity of certain age groups and genders to engage. What would be really useful would be to overlay this behavioural data with the type of profile data that some local authorities have access to, either through OAC or Mosaic, along with other data layers, e.g. Council survey data, Place Survey data.
Li and Bernoff suggest various activities which the Social Technographs participate in. I have adapted these along the lines of Catherine Howe’s recent ‘long list’.
Lastly I thought about what type of roles might be involved at each level and drew inspiration from Steph Gray’s digital engagement roles. I have added other roles which are more relevant to local government, where communities are likely to play a more active role in engagement. Particularly where there are active hyperlocal sites in existence.
So, voilà! My mashed up digital engagement framework for communities and local government. It’s a first draft so any comments welcome.
| Participation level | Social Technograph type | Activities | Roles involved |
| Supporting
You help others do what they want – perhaps within a framework of grants, advice and support provided by the resource holder. |
Creators | Publish and moderate a hyperlocal website/blog
Run social media surgeries Upload a video or podcast you create Write articles and post them |
Community Manager
Digital mentor Community Activist Council Officer |
| Acting together
Not only do different interests decide together what is best, but they form a partnership to carry it out. |
Creators | Take part in online deliberations (in forums, web chat etc.) | Social reporter
Community activist Councillor Council Officer |
| Deciding together
You encourage others to provide some additional ideas and options, and join in deciding the best way forward. |
Critics
Conversationalists Creators |
Post ratings
Comment on a blog Contribute to online forum Contribute to/edit articles in a wiki Vote on polls Create a petition Join social networking sites and enagement platforms Use RSS feeds Add tags to web pages or photos |
Community member
Community Activist Councillor Council Officer |
| Consultation – You offer a number of options and listen to the feedback you get. | Critics
Conversationalists Collectors |
Post ratings
Comment on a blog Contribute to online forum Contribute to/edit articles in a wiki Vote on deliberative polls Sign an e-petition Visit social networking sites and engagement platforms Maintain profile on social networking site or engagement platform Use RSS feeds Add tags to web pages or photos |
Community member
Council Officer Councillor |
| Information – The least you can do is tell people what is planned. | Spectators | Read blogs
Listen to podcasts Watch videos from other users Read online forums Read comments/ratings Read tweets |
Community member
Council Officer Councillor |
