Primary Purpose
Description
A growing number of options are available for facilitating two-way communication with the public via online tools. These tools go above and beyond simply providing information via websites and social media. Practitioners can use these tools to interact with members of the public electronically, and intentionally solicit feedback throughout a public participation process. Online engagement tools can be used independently or in conjunction with more traditional engagement techniques.
Online engagement tools have the potential to expand the number and diversity of people providing input, helping address the challenge of only hearing from a small cross-section of the public. As these platforms become more sophisticated, the ability to establish an effective, inviting, and appropriately controlled forum has improved. However, they do not eliminate the need for monitoring and moderation.
There are a number of software programs, vendors, and service providers available to assist with online engagement. To utilize online engagement tools, agencies will need to weigh technical considerations (e.g. ability to use certain programs on agency computers, staff training requirements), design considerations (e.g. what type of input the agency wants, how often people can participate), and cost considerations (e.g. cost of a software license, online facilitator fees).
Outcomes
Online engagement tools can increase the number and diversity of people who participate in a decision-making process, while also meeting changing expectations for digital communication.
Time considerations
Online engagement tools can work well in public participation processes at the start, as a follow-up, or during processes as a complement to in-person engagement techniques. These tools typically require less time on the part of participants. Incorporating online input into agency decisions can take similar amounts of time as with traditional engagement methods. For example, analyzing, categorizing, and responding to public comments is likely to take a similar amount of time whether comments are collected online or in a public meeting.
Choosing the right online engagement tool, getting staff trained in using new software, and/or working with a service provider to set up an engagement process can take several weeks to months. This process can and should occur simultaneously with more traditional engagement methods if being used as a supplement.
Staffing
Staffing requirements vary with the type of online engagement tool chosen. Staffing considerations include whether the agency has staff with the required knowledge and skills to run an online engagement process, would need to train staff to do so, or would prefer to hire a service provider.
Some forms of online engagement require minimal staffing, while others will require more time and people. The amount of staffing required will vary based on the method used and the type and number of anticipated responses (e.g. simple survey questions versus open-ended comments).
Materials
- Online engagement software and/or service provider