How Should Organizations Adapt to Youth Civic Engagement in Social Media? A Lead User Approach

Organizations aiming to foster civic engagement, such as government bodies, news outlets, political parties and non-governmental organizations, struggle to purposefully use social media to engage young people. To meet this challenge and to inform future design, we interviewed 17 innovators in engaging youth, that is, frontrunners in using social media to engage young people in organizations. Also, we conducted four group interviews with 21 youth, 16–26 years, about their experiences of and barriers to online civic engagement. Our paper contributes to identifying specific factors and strategies to support young people future online civic engagement. Findings suggest how organizations should involve and collaborate with young people. Immediate feedback and dialog combined with clearly stated goals and action-oriented engagement are important. In future design, visual communication and design for use on mobile devices are an imperative, as well as concepts that connect the online and the offline world. Finally, our paper contributes to an extension of the lead user innovation approach.

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