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Background

The rapid uptake of social media and social networks (e.g. Facebook, YouTube, Twitter, etc.) provides new opportunities and potentials but also challenges for cities and municipalities in Europe to enter into a dialogue with citizens and further stakeholders. Based on that fact, the main target of this project was to select and present social media tools that are suitable for a wider usage and integration into the Reference Framework for Sustainable Cities (RFSC).

It was the first project in that field commissioned by the BBSR and thus the results can only give a first overview of the relevance and spectrum of the topic.

The RFSC in brief

The Reference Framework for Sustainable Cities is the result of a close collaboration between EU Member States, European institutions representing cities and municipalities as well as municipalities and cities themselves. Based on the LEIPZIG CHARTER on Sustainable European Cities signed in 2007 the RFSC is built around 25 core indicators derived from the four pillars of sustainability (economic, social, environmental and governance). It is an online toolkit, available free of charge, designed to help local authorities promote and enhance their work on integrated sustainable urban development.

Objective

The target of the project was to select and present suitable social media tools for the RFSC. This was achieved within three project phases:

1. Analysis of the spectrum of social media tools and their fields of application.
2. Assessment of different opportunities for the integration of these tools into the RFSC platform.
3. Support of the RFSC Management Team and involved cities during integration and usage of social media tools.

The objective was to inform, explain and motivate:

• European cities and their employees, executive teams and contractors, as well as
• local politicians, planners and citizens

regarding the relevance and opportunities of using social media as a supporting tool on their way to becoming sustainable European cities and municipalities.

First project phase (July – October 2012)

During the first project phase a number of social media tools that are applicable for use in European municipalities and cities were analysed briefly and selected based on the following criteria:

• European coverage of the network or tool,
• existing best practice examples in a similar context,
• flexible, developable and innovative for the respective local context,
• useful for different stakeholders and purposes,
• broad range of networks and tools (and thereby different forms of communication and interaction).

Second project phase (November 2012 – March 2013)

During the second project phase the following choice of social media tools were analysed in depth:

• Facebook
• Twitter
• YouTube
• blogs
• crowdsourcing tools and
• discussion platforms

As in traditional forms of citizen involvement, different social media tools can be used to facilitate different forms and intensities of interaction. Six forms of interaction were defined in the project and served as a framework for the description of different fields of application for social media tools:

• information,
• communication,
• consultation,
• networking,
• collaboration and
• decision-making.

The project focused on the various fields of applying social media by local authorities and stakeholders. Thus, internal and external fields for the choice of social media tools were presented.

On the one side, this relates to opportunities and potentials which cities may face in interacting and communicating with their citizens and other stakeholders while making use of social media. On the other side, internal fields of application describe both, opportunities and necessities, for internal use in local authorities. Opportunities are to be gathered, for example, in communication and networking with and between cities and municipalities.

The analysis of different process stages for the implementation of social media activities within a municipality or city was also part of the second project phase. The main focus was set on the consideration of the three RFSC-tools:

• develop your strategy,
• check the integrated approach as well as
• monitor your progress.

Based on these phases, a comprehensive planning guide was developed allowing cities and municipalities to apply the RFSC-tools for thematic contributions and supporting activities in developing a social media strategy as well as subsequently monitoring and evaluating the achievement of their objectives.

Third project phase (April - August 2013)

The preparation of practice-oriented materials was the main focus of the last project phase. During this phase a number of English and German publications were developed and compiled. Additionally, core results and guidelines were presented during a webinar for the group steering the RFSC development (Member States and Institutions Group – MS/I Group) and the RFSC Management Team.

The main report covers four main topics:

• the LEIPZIG CHARTER and the RFSC and connecting factors for social media activities,
• terminology, relevance and functionality of social media,
• presentation and analysis of different kinds of social media tools as well as examples for the use in municipal contexts and
• a guide to integrate social media in the RFSC in five stages which derived from the assessment tools of the RFSC online application.

The six leaflets are divided into two fields:

• three leaflets are about the presentation of three social media tools for practical use (Facebook, Twitter, Crowdmaps);
• The other three offering practical applications for planning, communicating and monitoring a social media strategy.

Results

Social media provides European cities and municipalities with a multitude of new opportunities for social and democratic participation. The tools and materials produced in this project as part of the RFSC online toolkit serve as valuable guidelines for stakeholders with different levels of experience. The results are also a starting point for further research and initiatives connected with the future integration of social media into cities’ and municipalities’ daily work.

The results of the project will be published as a comprehensive planning guide and six leaflets as barrier-free downloads in English and German.