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Bürgerbeteiligung 2.0 Für Den RFSC Bürgerbeteiligung 2.0 für den RFSC Social Media im Referenzrahmen für nachhaltige europäische Städte Social Media für europäische Städte 1 Social Media für europäische Städte 2 Inhalt Kurzfassung 6 1. Einleitung 7 1.1 Zielsetzungen und Zielgruppen des Handbuchs 7 1.2 Lesehinweise 7 1.3 Sieben gute Gründe weiterzulesen 8 2. Der RFSC: ein Werkzeugkasten für den integrativen Ansatz 9 2.1 Die Leipzig Charta und der RFSC 9 2.2 Gemeinsames Lernen und Erfahrungsaustausch europäischer RFSC-Städte 10 2.3 Ein Social Media-Leitfaden für den RFSC 10 3. Social Media: Terminologie, Relevanz und Funktionalität 11 3.1 Terminologie und Relevanz 11 3.2 Funktionalität: neue Formen der Kommunikation und Interaktion 13 4. Social Media-Anwendungen und ihre Einsatzbereiche 16 4.1 Externe und interne Anwendungsbereiche 16 4.2 Social Media-Anwendungen: Kriterien und Auswahl 16 4.3 Information, Kommunikation und Netzwerken 16 4.3.1 Soziale Netzwerke 16 4.3.2 Foto- und Videoplattformen 20 4.3.3 Blogs 24 4.4 Konsultation der Crowd 26 4.4.1 Crowdmapping 26 4.4.2 Crowdfunding 28 4.4.3 Open Innovation 31 4.5 Professionelle Kommunikation und Wissensaustausch 34 4.5.1 Professionelle Soziale Netzwerke 34 4.5.2 Interne Blogs und Messenger 35 4.5.3 Cloud-basierte Speicherung und Zusammenarbeit 35 4.5.4 Wikis und kollektives Wissensmanagement 36 5. Ein Social Media-Strukturmodel: die Integration von Social Media in den RFSC 38 5.1 Die Integration von Social Media in den RFSC 38 5.2 Die Entwicklung einer Social Media-Strategie 38 5.2.1 Maßnahmenauswahl in Abhängigkeit von lokalen Prioritäten 38 5.2.1.1 Agenda-Setting 38 5.2.1.2 Schwerpunkte formulieren 40 5.2.1.3 Social Media-Hauptziele 42 5.2.2 Wahl der Verbindlichkeitsstufen 42 5.2.2.1 Initiierung 42 5.2.2.2 Bereitschaft 42 5.2.2.3 Reife 44 Social Media für europäische Städte 3 5.2.3 Relevanz der Auswahl einer Social Media-Strategie überprüfen 44 5.2.4 Selbstevaluation und Strategieanpassung 44 5.3 Überprüfung des integrativen Ansatzes 44 5.3.1 Social Media-Prioritäten kategorisieren 45 5.3.2 Social Media-Prioritäten prüfen 45 5.3.3 Auswirkung der Instrumentenwahl prüfen 45 5.3.4 Social Media-Prioritäten bewerten 45 5.4 Bewertung des Social Media-Projekts 46 5.4.1 Indikatorenauswahl treffen 46 5.4.2 Auswahlsynthese vornehmen 46 5.5 Monitoring der Social Media-Aktivitäten 47 5.6 Evaluation der Social Media-Strategie 48 6. Glossar relevanter Begriffe 49 Imprint 51 Social Media für europäische Städte 4 Abbildungsverzeichnis Tabellenverzeichnis Abbildung 1: Darstellung unterschiedlicher Tabelle 1: Zuordnung von Interaktions- Trends, die mit Social Media korrelieren 12 formen auf verschiedene Kategorien von Social Media-Instrumenten 15 Abbildung 2: Kommunikationsmodelle 13 Tabelle 2: Soziale Netzwerke 17 Abbildung 3: „Leiter der Partizipation“, „Potenzgesetz der Partizipation“ und Formen Tabelle 3: Foto- und Videoplattformen 21 der Kommunikation und Interaktion 14 Tabelle 4: Blog-Anwendungen 24 Abbildung 4: Emotionale und familienfreundliche Präsentation auf Facebook (Halmstad, Sweden) 18 Tabelle 5: Crowdmapping-Plattformen 26 Abbildung 5: Facebook-Seite des Schweizer Dorfes Tabelle 6: Crowdfunding-Plattformen 29 Obermutten mit mehr als 45.000 Fans 19 Tabelle 7: Professionelle Soziale Netzwerke 34 Abbildung 6: Tweets auf Twitter während eines Erdbebens 20 Tabelle 8: Internes Blogging und Kurznachrichten verschicken 35 Abbildung 7: Webseite der Stadt Belfast mit einem YouTube-Video über gestiegene Bußgelder 22 Tabelle 9: Cloud-basierte Speicherung und Anwendungen der Zusammenarbeit 36 Abbildung 8: Account der Stadt Seattle auf Pinterest 23 Tabelle 10: Wikis und Anwendungen Abbildung 9: Blog von Auszubildenden für kollektives Wissen 37 der Stadt Hamburg 25 Abbildung 10: FixMyStreet-Karte London 27 Abbildung 11: Wheelmap-Karte Berlin 28 Abbildung 12: Citizinvestor-Webseite 30 Abbildung 13: Cycling Affairs-Wettbewerb 33 Abbildung 14: Social Media-Strukturmodel 39 Social Media für europäische Städte 5 Kurzfassung Die Leipzig Charta ist ein wichtiger Baustein zur Unter- Innerhalb dieser Publikation wird zwischen sechs unter- stützung einer nachhaltigen Stadtentwicklung in Europa. schiedlichen Formen der Interaktion unterschieden: Sie enthält ein gemeinsames Grundverständnis für den Information, Kommunikation, Konsultation, Netzwer- Weg zur Stadt der Zukunft, für Bürgerbeteiligung und ken, Zusammenarbeit und Entscheiden. Social Media- Zusammenarbeit. Der RFSC (Referenzrahmen für nach- Anwendungen bilden dabei unterschiedliche Interaktions- haltige europäische Städte) bietet europäischen Städten formen ab und unterscheiden sich so in Zugänglichkeit und Gemeinden ein praxisorientiertes Online-Tool zur und Komplexität deutlich. Im Kontext des RFSC werden Erreichung der gesteckten Ziele. Das Tool erlaubt es ihnen, insbesondere die Funktionsweisen und Anwendungs- Zielvorstellungen, Kriterien, Methoden und Maßnah- möglichkeiten von Sozialen Netzwerken, Foto- und Video- men für die nachhaltige Stadtentwicklung zu formulieren plattformen, Blogs, Crowdmapping-Plattformen, Crowd- und zu beurteilen. Social Media bietet in diesem Kontext funding-Plattformen und Open Innovation beleuchtet. eine hervorragende Möglichkeit, sich mit sozialen, ökolo- Zusätzlich werden Möglichkeiten, den professionellen gischen und ökonomischen Fragen der Nachhaltigkeit Austausch zwischen Städten zu unterstützen, dargestellt. zu befassen und dabei insbesondere Bürger, aber auch weitere Stakeholder (Betroffene und Beteiligte) in Um eine Social Media-Strategie entwickeln zu können, die Diskussionen, Planung und Umsetzung von Stadtent- den jeweiligen Bedürfnissen der Stadt bzw. Gemeinde wicklungsmaßnahmen einzubeziehen. und der Bürger entspricht, bietet diese Publikation ein Social Media-Strukturmodell an, das der Struktur des Der Begriff Social Media wird für eine Vielzahl unter- RFSC und seinen Tools entspricht. Dieses Strukturmodell schiedlicher Netzwerke, Tools und Instrumente verwen- bietet theoretische und praktische Handreichungen zu det, die die Kommunikation und Zusammenarbeit im allen Phasen der Planung und Umsetzung von Social Media- Internet erleichtern. Die Zunahme der Bedeutung von Maßnahmen. Der Leser wird durch eine Reihe von Sozialen Netzwerken, Plattformen, Speicherangeboten, Schritten, Fragen und Vorschlägen geleitet, um die Social und interaktiven Wissensmanagementsystemen führt zu Media-Strategie zu entwickeln, die am ehesten der rasanten Veränderungen von Kommunikationsgewohn- vorliegenden politischen, geografischen, ökonomischen, heiten und Mediennutzung. ökologischen und sozialen Situation Rechnung trägt. Social Media für europäische Städte 6 1. Einleitung 1.1 Zielsetzungen und Zielgruppen 1.2 Lesehinweise des Handbuchs Dieses Handbuch und seine sechs zugehörigen Broschüren Zielsetzung des Handbuchs ist es, durch Informationen, bieten Einsichten und praktische Leitlinien für Leser Erklärungen und Anregungen mit unterschiedlichen Interessenlagen und Erfahrungs- hintergründen: • europäischen Städten und deren Beschäftigten in der Verwaltung, ausführenden Stellen und Vertrags- • Informationen bezüglich des europäischen Kontexts partnern ebenso wie dieses Handbuchs, dem Referenzrahmen für • Lokalpolitikern, Planern und Bürgern nachhaltige europäische Städte (RFSC) → Kapitel 2 • Informationen über die Relevanz von Social Media, eine Vorstellung über die Möglichkeiten und die Relevanz begleitende Trends und deren Kommunikations- von Social Media zur Unterstützung auf ihrem Weg zu und Interaktionsmechanismen → Kapitel 3 nachhaltigen europäischen Städten und Gemeinden zu • Verschiedene Mechanismen, Nutzungsmöglichkeiten vermitteln. und Beispiele für Social Media-Anwendungen → Kapitel 4 Neben den Einblicken in spezifische Plattformen wie • Ein Planungsleitfaden für nachhaltige Social Media- Facebook, Twitter oder YouTube bietet diese Publikation Strategien → Kapitel 5 eine Auseinandersetzung mit neuen Kommunikations- • Ein Glossar für relevante Begriffe aus dem Bereich und Interaktionsformen, die in den letzten Jahren durch Social Media → Kapitel 6 die Verbreitung von Internet und mobilen Geräten an • Praktische Kurzinformation zu Planung, Bedeutung gewonnen haben. Diese führen zu grundle- Kommunikation, Monitoring und spezifischen genden Veränderungen der zwischenmenschlichen Social Media-Tools → Broschüren 1–6 Kommunikation und dem Verhältnis zwischen Organisa- tionen und denjenigen, mit denen sie interagieren und kommunizieren. Tatsächlich befindet sich dieser Prozess noch in seinen Anfängen und in europäischen Städten bzw. Gemeinden und Verwaltungen ergeben sich deswegen oftmals mehr Fragen als Antworten. Dieses Handbuch zeigt Nutzungsmöglichkeiten und Anwendungsbeispiele von Social Media in verschiedenen Bereichen auf. Es bietet dabei eine breite Auswahl von Themen, Komplexitäten und Zielgruppen, sodass der Leser für seinen individuellen Hintergrund passende Anregungen finden kann. Social Media für europäische Städte 7 1.3 Sieben gute Gründe weiterzulesen Social Media ist ein Massenphänomen: prozesse (wie z. B. Crowdfunding) ebenso wie neue Eine deutsche Studie ergab, dass 96 % der Bevölkerung Wege, um alltägliche Aufgaben der Verwaltung zu zwischen 14 und 29 Jahren bei mindestens einem Sozialen erleichtern (durch Melden von Straßenschäden, Netzwerk1 und 31 % der gesamten europäischen Bevöl- defekter öffentlicher Beleuchtung oder Ähnliches kerung bei dem verbreitetsten Sozialen Netzwerk Facebook (z. B. auf „fixmystreet.com“). registriert sind.2 Besonders für die jüngere Generation sind Soziale Netzwerke ein bedeutender Kommunikations-
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