By Marine Siohan.
Digital technology is quickly integrating into our lives: recent data from the Pew Research Center show that 91% of American adults own a cell phone, among which 58% are smartphones. If you are still questioning the pervasiveness of digital technology, simply watch a 2-year-old toddler unlocking your smartphone or tablet and making it all the way to her favorite game (or your emails). Civic participation in comprehensive planning is no exception to this trend: an increasing number of municipalities and government agencies are using digital community engagement tools to reach broader audiences, make the process innovative and fun, and complement traditional in-person strategies.
At the forefront of this trend is the City of Salt Lake City, which already implemented a wide range of digital engagement tools, including websites, Open City Hall, blogs, SpeakOutSLC, social media, and Textizen. Like many cities using these types of tools, Salt Lake has faced some challenges. Because so many people can participate online, the amount of input can quickly become overwhelming and difficult to analyze. Further, the City wasn’t sure how to evaluate the effectiveness of the tools it was using, especially compared to other outreach methods. To address these challenges, Salt Lake City asked PlaceMatters to research and make recommendations on the following two questions:
- How to synthesize (compile and summarize) the input gathered through digital outreach methods into a format that is useful for local government planners and decision-makers?
- How to evaluate the effectiveness of digital outreach methods?
Our research involved three steps: first, we interviewed Salt Lake City’s engagement manager and conducted an online survey of approximately 20 selected City staff. Second, we carried out a thorough literature review of previous research on the topics. Finally, we interviewed academics and practitioners, both inside and outside the US, with expertise in public engagement generally and digital outreach in particular.
Based on this research, PlaceMatters made the following recommendations to the City, which any government agency interested in using digital outreach tools should consider:
- Confirm the key objectives the City hopes to achieve through the use of digital outreach tools. For example, we identified three objectives for Salt Lake City: “engage a diverse group of stakeholders,” “increase trust in government,” and “enhance citizen knowledge of policy issues.”
- Establish a systematic approach to evaluation with minimum standards to be incorporated into all public engagement efforts, and build these into individual and department work plans. Specific categories and methods of evaluation include ease of use, usage, efficiency, and effectiveness.
- Establish a central repository of public input. The idea is to store public input collected through diverse methods and across different projects in a centralized location, using a tool that is easy to use and search through.
- Dedicate staff and resources for public engagement.
- Share practices and evaluation results internally and externally. Building a culture of community engagement and evaluation both within the community and nationwide will lead to continuous improvement in engagement tools and techniques.
The full report is available for viewing or download below. Please contact Marine Siohan (firstname.lastname@example.org) for any additional questions, feedback or comments.
Digital Outreach in Salt Lake City: Evaluating Effectiveness & Synthesizing Input
Originally posted at Place Matters.