| Social media allows individuals or groups to collaborate to organize, edit, combine, share, comment on, and create content online (HowTo.gov, 2011). The goal of this thesis research is to assess in which way the use of social media can serve the (1) interactions between associations and its membership (2) coordination and networks amongst neighborhood organizations, and (3) relationships between associations and local or relevant government agencies. Neighborhood and homeowner associations and the local government departments responsible for interacting and managing associations within five Sacramento County cites are the subjects of this thesis research. Using a two-tiered snowball interview method, the author finds that both local government agencies and neighborhood and homeowners associations use social media to notify constituents, membership and other association about community news, events, and public meetings. By using social media primarily for notification purposes, the potential interactions and collaborations between membership, associations and local government agencies are not fully realized. To reach the collaborative potential of social media, it is recommended that associations modify and expand upon the content shared on their social media pages and that associations develop a social media strategy. |
