Through our work on neighbourhoods and community empowerment, the role of online social networking and other 'web 2.0' applications at the very local level has emerged as something that needs more exploration. That is why we are embarking on a new programme of work on Neighbourhood Media – meaning internet and mobile services that connect users with the neighbourhoods they live and work in.

There are already lots of examples of websites that fit in the neighbourhood media category. In some areas, residents have developed social media to connect neighbours with one another; others are creating platforms which allow local people to tell their stories through videos, pictures and blogs. Away from social media, some very clever people are creating tools which provide easier access to information about local democracy and civil society.

Yet despite their ingenuity, lots of these websites are failing to draw in significant users. This is one of the reasons why we think local government is best placed to give neighbourhood media some traction; their websites already attract thousands of visitors each week. Local agencies are also eager to engage more people in local affairs. Existing methods, such as public meetings and formal consultations, fail to attract significant interest unless they are related to negative things such as closing a school or a library.

Local government has understandably been cautious about using web 2.0 to communicate with citizens. There are risks involved, such as exacerbating digital exclusion, but this agenda will progress regardless; if councils do not embrace it, local organisations and individuals will. Our programme of work will focus on local government being involved at the beginning; helping to shape and develop neighbourhood media in partnership with other local agencies and the third sector, so that together they can reach larger audiences, connect residents with one another and stimulate action and involvement within neighbourhoods.