Connecting with Youth at Risk: Indigenous Organizations Use of Facebook

Abstract

A qualitative study in which we conducted four interviews with two communication managers and two youth program managers of three indigenous organizations with offices in Ottawa, the data generated from the interviews were coded based on factors identified through thematic analysis. Indigenous organizations use Facebook for two main reasons. The first reason is to promote the work of these organizations to the public and for them, in turn to listen to the public’s opinions about news related to indigenous peoples’ wellbeing. Secondly, Facebook is also used to engage urban indigenous youth at risk with indigenous organizations that provide social programs and outreach. Indigenous organizations use Facebook because many urban indigenous youth in Ottawa are using Facebook and it is the fastest way to connect with them when they are or feel at risk.