NEW YORK (AP) Nextdoor, the social media platform focused on fostering neighborhood connections, is attempting to revitalize its usage after facing a tumultuous history. The company has announced a new partnership with over 3,500 local news outlets to provide consistent content on the app. As part of a major redesign, Nextdoor aims to enhance its features, including alerts for severe weather and community hazards, as well as leveraging AI for improved recommendations regarding local services and restaurants.
Nirav Tolia, co-founder and CEO of Nextdoor, stated, "There should be enough value that we are creating for neighbors that they feel like they need to open up Nextdoor every single day." The challenge has been that many users do not see the app as essential, with only about 25 million out of 100 million registered users engaging with it weekly.
Initially launched in 2011, Nextdoor emerged as the local news industry faced a steep decline, with the number of journalists in the U.S. plummeting from 40 per 100,000 residents in 2002 to slightly more than eight in 2023. A recent study highlighted that nearly one-third of U.S. counties lack a full-time journalist, underscoring the challenges faced by local news organizations.
Nextdoor was envisioned as a platform where users, dubbed "neighbors," could discuss local issues and share recommendations on reliable services, but it underestimated the role professional journalists could play. Tolia admitted that the company initially believed neighbors would act as citizen journalists but acknowledged that this approach had limitations.
Over the years, the platform faced criticism for becoming a hotspot for negative interactions, including incidents of racism and hostility. Users like Ralinda Harvey Smith recounted both positive experiences and the troubling atmosphere, which led some to disengage from the app. Although Nextdoor served as a valuable resource for some community members, the negative aspects often overshadowed the benefits.
In response to declining user engagement, Nextdoor is actively seeking to make the app indispensable for users. The inclusion of over 50,000 local news stories, representing approximately three-quarters of the app's neighborhoods, is part of this strategy. The redesign is led by Georg Petschnigg, a former executive at The New York Times, who aims to diversify the content available to users.
Tolia noted that surveys indicated a demand for richer community news and updates, echoing a trend among other social networks to incorporate more external content. Chuck Todd, ex-moderator of "Meet the Press," commented on the opportunity Nextdoor has to fulfill a need for local news that was largely ignored by bigger platforms, suggesting that it should focus on providing quality content for genuine community engagement.
The introduction of professional journalism into the Nextdoor ecosystem is met with cautious optimism. Sam Cholke, from the Institute for Nonprofit News, expressed hope that this collaboration would yield meaningful benefits for both local news organizations and users of the app. Nonetheless, concerns linger regarding the sustainability of relying on third-party content providers for community news dissemination.
Despite the ongoing struggles of the local news industry, including dwindling readership and advertiser interest, there is potential for mutual benefit. Josh Schneps, who oversees several local news outlets in New York City, has already experienced increased web traffic from content shared on Nextdoor, suggesting that this partnership could be a step towards revitalizing local journalism.
As both the local news industry and Nextdoor seek solutions to their respective challenges, the collaborative effort holds promise for creating a more informative and engaging platform for community members.
