Just do it! Facebook for community engagement
Tom Gaskin, Senior Resident Engagement Advisor
Paper Mill Yard Facebook group
 New build, mixture of privately owned/rented, general needs and shared
ownership
 Limite...
Discussions
 Parking
 Poor TV reception
 Anti social behavior
 Bike theft
 Drug dealing
 Service charges
 Flexible
...
Multimedia – high impact / evidence
Lobbying tool
Missed opportunity
 Staff observed discussions but didn’t engage
 Residents began to get frustrated with lack of progres...
Community benefits
Outcomes
 Managing agent went into administration
 New agent appointed
 Facebook group helped raise awareness of key is...
Key learning
 Go to where your residents are and adapt – don’t try and move them
 Engage on their terms – online outreac...
Larner Road Regeneration
Larner Road
 622 flats, almost all in tower blocks
 Poor local reputation, partly justified
 Difficult and expensive to...
Purpose
 Involve people who don’t come to meetings
 Share information
 Squash rumours
 Residents, neighbours and other...
Options
Twitter
 Too abrupt for building relationships and showing empathy
Blog (Posterous)
 Orbit would have more contr...
Facebook page
 167 likes
 Basic design
 No custom URL
 Combination of page
and staff posts
Reach
 70% female
 Good a...
Practicalities
 Admins need professional Facebook accounts
 Don’t accept friends!
 Post as self
 Open or closed?
 Mon...
Style
 It’s a conversation
 Good-humoured but not flippant
Like a resident meeting but
 It’s conducted in public
 Ther...
Etiquette
 Courtesy and respect
 You can complain
 You can’t insult individuals or be racist etc
 You should try to fo...
Dealing with inappropriate comments
 Empathy
 Modelling good humoured responses
 Challenging – suggesting alternatives ...
Orbit South Bexley Facebook page
 Neighbourhood area page
 Closed page
 Building staff confidence
 Community notice bo...
Debate
 How do you decide the best approach for your organisation and residents?
 How local can you go?
 How do you fin...
Contact
Tom Gaskin
Senior Resident Engagement Advisor, Orbit East and South
Tel: 01603 283326
Email tom.gaskin@orbit.org.u...
Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02
Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02
Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02
Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02
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Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02

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  • Residents shared photos of defects, vandalism, clamping, water damage etc – high impact & evidence
  • Informed City Council, Housing Association and third part management agent of group and invited to join the discussions and respond to issues
    Top Google listing for development
    Reporters monitored group
  • Helped to build a sense of community
    Residents arranged community activities e.g. BBQ, Halloween party
    Peer support network – comparing electricity bills and providers, explaining how to configure TV systems, resolve problems with appliances and even change light bulbs!
    Produced film about experiences, encouraging other residents to use social media as tool for engagement
  • Justdoitfacebookforcommunityengagementv4 121205181929-phpapp02

    1. 1. Just do it! Facebook for community engagement Tom Gaskin, Senior Resident Engagement Advisor
    2. 2. Paper Mill Yard Facebook group  New build, mixture of privately owned/rented, general needs and shared ownership  Limited opportunities to form relationships with residents  Lots of shared problems e.g. parking, poor TV reception, vandalism, cleaning, security etc  Third party managing agent weren't very responsive  Setup a community Facebook group  Informal alternative to residents’ association  Communicate with residents and share experiences – ‘moans and groans’  Setup in an hour, promoted with flyers  Within 3 days, group had over 40 members representing 23% of the development
    3. 3. Discussions  Parking  Poor TV reception  Anti social behavior  Bike theft  Drug dealing  Service charges  Flexible  Comment at any time  Regular contributors / lurkers
    4. 4. Multimedia – high impact / evidence
    5. 5. Lobbying tool
    6. 6. Missed opportunity  Staff observed discussions but didn’t engage  Residents began to get frustrated with lack of progress  Organisations requested summaries of key issues  Dealt with through traditional methods  Very time consuming  Meetings with housing association and managing agent  Report back to residents via group
    7. 7. Community benefits
    8. 8. Outcomes  Managing agent went into administration  New agent appointed  Facebook group helped raise awareness of key issues  Issues promptly resolved e.g. new security measures, parking policy  Much nicer place to live  Rebuilding the development’s reputation  Requests to delete group - Group went private  Facebook changes meant residents had to rejoin  Less moans… less conversations
    9. 9. Key learning  Go to where your residents are and adapt – don’t try and move them  Engage on their terms – online outreach  Need organisational buy in, policy, strategy, staff training  Support residents to manage online communities – develop skills and promote resources available e.g. funding for promotional materials, meeting venues  Consider adapting processes – customer feedback, complaints, repair requests  Conversations wouldn’t have worked on a corporate / organisational page  Joint approach - Engage partners and internal teams e.g. neighbourhoods, communications
    10. 10. Larner Road Regeneration
    11. 11. Larner Road  622 flats, almost all in tower blocks  Poor local reputation, partly justified  Difficult and expensive to manage Approach  Move everyone out  Demolish  Rebuild –mainly family homes  Build a sense of pride  Let everyone else know – Larner Road is changing © Copyright Nigel Cox and licensed for reuse under this Creative Commons Licence
    12. 12. Purpose  Involve people who don’t come to meetings  Share information  Squash rumours  Residents, neighbours and other community stakeholders  Honesty and respect  Building Trust  Genuine dialogue  Reduce any opposition  Minimise distress  Build positive enthusiasm and support
    13. 13. Options Twitter  Too abrupt for building relationships and showing empathy Blog (Posterous)  Orbit would have more control but would have to be more proactive with content.  Residents need to make the effort to find it Facebook  Residents are already using it daily.  More democratic
    14. 14. Facebook page  167 likes  Basic design  No custom URL  Combination of page and staff posts Reach  70% female  Good age spread  33% aged 25-34  3% - aged 55-64
    15. 15. Practicalities  Admins need professional Facebook accounts  Don’t accept friends!  Post as self  Open or closed?  Monitoring out of hours  Which staff?  Who would you send to address a resident meeting?  Training and support  Time – it may be more effective than meetings  Executive support
    16. 16. Style  It’s a conversation  Good-humoured but not flippant Like a resident meeting but  It’s conducted in public  There’s a record  Press can see it However  There is time to think (use it)  You can ignore people  You can delete offensive posts
    17. 17. Etiquette  Courtesy and respect  You can complain  You can’t insult individuals or be racist etc  You should try to focus on what you want to happen Why people are rude…  Anxiety  Inarticulacy  Drink  Playing to the audience
    18. 18. Dealing with inappropriate comments  Empathy  Modelling good humoured responses  Challenging – suggesting alternatives (either in public or private)  Deleting – always say you’ve deleted and why. Can invite to resubmit another version  Banning (last resort)  Unless really offensive or a persistent offender, we tend not to delete. It stands, with our response, as a example to other users of the standards we expect
    19. 19. Orbit South Bexley Facebook page  Neighbourhood area page  Closed page  Building staff confidence  Community notice board  Events, information and advice  Local courses  Warm Home Discount scheme  Welfare reform  Celebrating success – granted Injunction
    20. 20. Debate  How do you decide the best approach for your organisation and residents?  How local can you go?  How do you find and engage residents who are active online?  How important are page likes? How do you measure success?  Is it best to engage as the organisation or as an individual?  How do you maintain professional boundaries?  How can we share resources?
    21. 21. Contact Tom Gaskin Senior Resident Engagement Advisor, Orbit East and South Tel: 01603 283326 Email tom.gaskin@orbit.org.uk Twitter: @tomgaskin Web: www.orbiteast.org.uk www.orbitsouth.org.uk Involved Residents’ blogs: www.oeinvolvedresidents.org www.osinvolvedresidents.org

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