Online Engagement Tools and Strategies

At this year’s Convention, we invited Scott TenBrink from the University of Michigan’s School of Information’s Citizen Interaction Design program to speak about engagement, and specifically online or app-based engagement tools. The CID team has spent the past few years working in Jackson, where students have tested innovative projects and learned valuable lessons about implementing in-person and online engagement strategies. With more than 50 people in attendance and great conversation after the session, we definitely thought the information was worth sharing with a wider League audience.

Engagement means different things to different people and there are many diagrams that try to identify and illustrate the many types of engagement. Scott shared a unique diagram, below, that he and his CID team created. Click here to see a larger version of the diagram.

engagement-pyramid-text

“It is a work in progress,” he said, and they’re still playing around with the hierarchy, but I think the types of engagement available to municipalities are identified well here.

Selecting an Online Engagement Platform

Many municipalities are eager to try out online engagement tools and apps as a way to enhance in-person engagement opportunities. Scott cautions that online engagement should never replace in-person strategies, but should only enhance other methods.

There are a lot of online tools available, and the list is changing daily. To give municipalities an idea of where to start, the CID team created this comparison table, which identifies more than 25 online platforms and the type of engagement they offer.

Scott also shared a list of recommendations and questions local leaders should consider before selecting an online engagement tool:

  1. Research your audience – who are they and how do they want to engage?
  2. Identify the type of engagement you want – use the pyramid diagram as a guideline.
  3. Identify your available resources (data, communication channels, staff, etc.) – review the process and resources necessary to implement your preferred engagement method. Do you have capacity and organizational infrastructure to implement properly?
  4. Start with a prototype – test out a product before you spend a lot of money. Make sure it’s doing what you hoped and you have the resources available to properly implement the method.

Continuing the Conversation

Many at Scott’s session were interested in learning more from their peers about online engagement tools they’ve tried and lessons learned from the experience. If you’ve tried out a product and are interested in being part of a user group discussion, let me know! The League would be happy to host and facilitate peer-to-peer workshops to explore topics like this further. Should we host a small event, start a Facebook group, or hold a video conference chat? Let us know how we can help keep the conversation going! Feel free to contact me at scraft@mml.org to let me know how you want to be involved.