Overview
Project Objective
This research project analyzed the potential for Service Provider Organizations (SPOs) to deliver settlement services through social media channels and applications, and to equip SPOs with the know-how to expand their use of social media for sharing information, connecting and delivering programs to newcomers.
The project undertook research and developed tools to support settlement SPOs in improving their social media channels to better support the needs of newcomers.
As many as seven SPO partners from across Canada contributed to the project by sharing data, recruiting for surveys and focus groups, sharing experiences and providing feedback for piloted support tools.
Research questions addressed
- How are SPOs currently using social media to reach newcomers in Canada? Do their existing strategies meet the online needs of newcomers?
- What settlement services could be provided online to benefit particular newcomer groups who are unable to access services in person because, for example, they live in rural communities, are differently-abled or are pre-arrival newcomers, not yet based in Canada. Further, what newcomer groups may face barriers to online service because of limited digital literacy skills?
- With an understanding of the results of questions #1 and #2, what are the gaps in the SPOs’ online program/service delivery and their communications through social media channels? How can these gaps be overcome?
Background
A survey conducted by the Association of Canadian Studies and World Education Services found that only 7% of newcomers found information about settlement services through a social media channel, although they were using it to find other information like general news, training and employment opportunities. On the other hand, SPOs are using social media to deliver services and their staff are quite digitally literate. There is a clear disconnect between newcomers’ use of social media to gather information and SPO’s ability to target their communications and services to them.
In their 2020 report, the Settlement & Technology Task Group, external link (external link) found SPO staff saw potential for connecting with newcomers virtually, but were unclear about how to restructure and evaluate online programs.
Given that the broader trends of social media suggest there is great potential for its use by newcomers, there is a need to help SPOs acquire the knowledge, skills, systems and tools to communicate and deliver services online.
Project outcome
From 2022 to 2024, the Virtual Bridge project has been focused on equipping SSPOs with the knowledge and training needed to effectively use social media so that they can improve communication with newcomers and provide accessible settlement services.
The project conducted five workshops. These served as a platform for SSPOs to learn from each other and from experts in content creation, social media strategy development, and the use of AI in communication and service delivery.
In addition, the project produced four research articles and two data visualizations: Finding Canada (external link) and Social Media Information Gap (external link) . These resources can be used by the sector to further research in this field.
A significant output of the project was the (PDF file) Social Media Toolkit. This toolkit is designed to assist SSPO staff who are keen on improving their communication through social media channels.
The project has been successful in enhancing the social media presence of SSPOs. This is evidenced by our partners' increased engagement with online newcomers who are also increasingly using these platforms in their daily lives.