How Smart Communities Are Winning the Information War
The death of traditional media has left communities scrambling for ways to reach residents who are scattered across multiple platforms from Facebook, TikTok, and others. But while media entities are failing more than ever before, innovative communities are discovering that fragmentation isn't just a problem—it's a great opportunity. Rather than mourning the loss of your local newspaper that once reached everyone, forward-thinking communities are building multi-channel communication ecosystems that reach more residents than ever before.
Smart communities have embraced what marketers call "omnichannel" approaches. Instead of relying on one dominant platform, they're meeting residents where they already spend time. The City of Fort Collins, Colorado exemplifies this strategy by maintaining active presences on Facebook, Instagram, Twitter, LinkedIn, and YouTube, while also publishing weekly newsletters and hosting live-streamed city council meetings.
This approach recognizes a fundamental truth: different demographics consume information differently. While younger residents might discover city news through Instagram stories, older residents prefer email newsletters or Facebook posts. In the era of social media fragmentation, diversifying your strategy is imperative to standing out from the competition.
When Hurricane Ian hit Southwest Florida in 2022, Lee County discovered their fragmented approach actually enhanced emergency communication. While some platforms went down, others remained functional. Their multi-channel strategy—combining emergency alerts, social media, local radio partnerships, and door-to-door communication—reached more residents than any single traditional media outlet could have.
Cary, North Carolina launched "Cary Today," a local digital newsletter combining city updates and community-generated content. Rather than competing with traditional media, they focus on municipal services, upcoming construction projects, and community events that major outlets typically ignore. Their open rates exceed 40%—double the municipal average.
Local governments are using social media to promote their websites and engage residents, helping create online communities that foster trust with citizens. The City of Tempe, Arizona uses Instagram to showcase behind-the-scenes city operations, making government more transparent and accessible.
Perhaps the most significant opportunity lies in resident-generated content. Communities are discovering that fragmentation allows for more voices, not fewer. The Borough of State College, Pennsylvania created a resident contributor program where volunteers cover local events, school boards, and community issues through official channels.
This is a great opportunity for Chambers to create a successful community newsletter as an invaluable way to keep people informed and connected, building relationships among residents, businesses, and organizations. These community-driven approaches often generate higher engagement because residents trust their neighbors more than distant news organizations. Successful communities survey residents about preferred communication channels. Don't assume, but measure where your specific population actually consumes information.
Plan consistent messaging across platforms while tailoring format to each channel. A zoning change announcement might be a detailed email newsletter, an Instagram infographic, and a Facebook Live Q&A session. Partner with schools, nonprofits, and businesses to amplify messages. When the library shares your parks programming on their social media, you've expanded reach without additional effort. Live streaming city council meetings on YouTube, Facebook, and local cable access simultaneously reaches different audiences with minimal additional cost.
Community efforts face challenges including funding constraints and competition from mainstream media, but innovative solutions like diverse funding models and leveraging digital platforms can enhance reach and impact. The key is starting small and scaling gradually. Many communities worry about resource constraints, but fragmentation actually allows for more efficient communication. A single staff person can schedule content across multiple platforms using tools like Hootsuite or Buffer. The Town of Chapel Hill, North Carolina increased their social media engagement by 300% with just one additional part-time position dedicated to digital communication.
Media fragmentation isn't destroying community communication—it's democratizing it. Communities that embrace multiple platforms, encourage resident participation, and focus on consistent, valuable content are discovering they can reach more residents more effectively than ever before. The communities thriving in this new landscape aren't trying to recreate the past. They're building something better: communication ecosystems that are more resilient, more inclusive, and more responsive to resident needs than any single traditional media outlet ever was. Success requires embracing fragmentation rather than fighting it, and recognizing that in a world of scattered attention, the communities that show up everywhere win.
John A. Newby is the author of the "Building Main Street, Not Wall Street" column dedicated to helping local communities, government and business combine synergies allowing them to thrive in a world where truly-local is being lost to Amazon and Wall Street chains. His email is john@truly-local.org