CWV Projects

The Community Web Visibility Research Project

CWV Projects

PHASE I – How Visible Is Your Community? (2000-2001)

Our research was born out of real-world autobiographical experiences. Two of our team members attempted to find information about various communities while relocating to the Adirondack-North Country region. In some cases, abundant and useful information was available online. In other cases, the online community sites were just a bunch of digital dead ends. We couldn't help but wonder--why were some communities virtually more visible than others?

So, we asked, “Are like sized communities equally visible on the Web?” and “Are communities growing in online visibility at about the same rates?” Looking at just a handful of communities in the region, the answers were a resounding “no.” Our earliest findings clearly pointed to a “digital divide” separating visible from invisible communities.

PHASE II – Casting a Wider Net (2001-2002)

Within a year, we had extended our research from a handful of communities to almost 50 across 10 counties throughout northeastern New York State. We queried 10 search engines, up from four. And we began investigating communities’ online presence in over two dozen travel and tourism categories. We also started taking a closer look at search engine dynamics, navigator behavior, and the role of Community Web Visibility in local economic development.

PHASE III: Mirror, Mirror, on the Web (since 2003)

Soon after, we began to collect and analyze information about the digital identities of the communities we were studying – what the products of their Web presence communicated to Web users. When navigators searched online for community information, were they getting a feel for the community’s hometown flavor and key features? Were the Web pages representing various community agents and attractions conducive to tourism and other forms of economic development? What stories were their Web identities telling users? And how much of a community’s story was crafted as a result of grassroots efforts?

PHASE IV – Reaching Out (since 2004)

We are now pulling together many of the components of our research into an accessible and comprehensive outreach package for communities. We are beginning to provide several communities with an in-depth evaluation – a cybercensus – of their online presence, visibility, and identity. Through on-site facilitations and customized community toolkits, we are helping communities in our region make the vital connections between their online profiles and economic sustainability, with special emphasis on travel and tourism.

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Our Research is made possible through the continuing support of
Plattsburgh State University of New York and its Office of Sponsored Research.