Abstract

The widespread availability of Web 2.0 technologies such as Facebook and Twitter has led to the adoption in a number of community engagement projects. Unfortunately, the breath and depth of these web technologies leads to a disjointed and incoherent adoption. In light of the above, there is a need for a model to structure its planning and execution. In this article, we present a model to assist community engagement projects. The model comprises of four crucial dimensions: functional quality, degree of psychological attachment, hedonic attitude of members and amount of social relationships. We discuss how each dimension can leverage on Web 2.0 technology capabilities in the context of uniS—the Information and Communications Faculty in a leading Australian University. The emphasis on community engagement follows for one, strategic recommendations proposed through Australian Universities Quality Agency (AUQA) reviews. Given this, we discuss two specific initiatives currently in place at UniS that attempts to improve community engagement. The implications of this article are twofold. For educators, it recommends a set of considerations for establishing and designing community engagement programs and initiatives for higher education. For managers, it proposes a tool for systematically evaluating engagement success of initiatives within a community of practice.

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