This project uses a mixed-methods approach that will incorporate data from administrative sources, social media engagement statistics, a large sample survey and focus groups. The project, to be completed by winter 2024, includes the following phases of work.
This first phase entails (i) measuring and mapping the volume, density and reach of the social media networks of the partner organizations, (ii) assessing their capacity to deliver services through social media; and (iii) completing a comparative analysis of partners’ online accounts (members/followers) with their offline client information.
Complete and distribute a report and Social Media Toolkit
NOTE: at each phase of the research project, the Toolkit will be updated with the new data generated.
Through social media network analytics tools, we study the social media activity of partners and the broader SPO sector, investigating areas in which problem solving is effective (e.g. administrative procedures; training offerings; and connecting newcomers to jobs) and where it fails (e.g. the sharing of mis/disinformation).
Produce report on how online newcomer communities operate, what role SPOs play, and best practices for managing online communities and countering mis/disinformation
Semi-structured surveys will be implemented of newcomers to gauge their social media usage patterns (e.g. how social media is used to communicate with family/friends, pre- and post-arrival, to seek job information or to network) and how usage relates to perceived integration outcomes (such as improved English proficiency, and attainment of suitable employment).
Five partners will conduct two focus groups to bring together people with low digital literacy (particularly older people, those in rural areas, with lower levels of English proficiency, and women).
Online focus groups with employer clients of IECBC and Invest Ottawa will investigate how employers use social media in hiring newcomers, what type of social media channels they use, and what digital skills they expect from newcomers.
Repeating measurements in Phase 1, this last Phase includes (i) measuring and mapping the volume, density and reach of the social media networks of the partner organizations, (ii) assessing their capacity to deliver services through social media; and (iii) completing a comparative analysis of partners’ online accounts (members/followers) with their offline client information. The results will be compared with the benchmarks in Phase 1 to assess changes in the social media activity and service delivery over the 2 years of the project.
Complete and distribute a report and Social Media Toolkit
