Mediaboss Marketing

Nextdoor.com, a for-profit social-networking site, and the Nutter administration announced a partnership Thursday that will enable the city to communicate directly with Nextdoor's 17,000 local users.

It will allow the city to more narrowly focus its online interactions with residents who belong to the online network.

The Streets Department, for example, will be able to send a notification of a street closing to residents in the affected neighborhoods.

"This offers us a cost-effective method to communicate with residents in a targeted way," Managing Director Rich Negrin said. "It is a powerful tool to target specific messages to specific neighborhoods."

The city's partnership, which gives Nextdoor users unique access to communications from city departments, will increase Nextdoor's value by enabling it to attract more residents to its site.

The city will receive no payment in return.

"It adds value for our citizens," Negrin said. "This enables them to have greater access to services. We think that is enough."

Nextdoor.com is an online social-networking site much like Facebook but targeted to neighborhoods. Individual neighborhood sites are free to anyone who can verify that he or she is an area resident.

Members can use the site to communicate with one another, engage in local online forums, discuss neighborhood issues, and seek recommendations from neighbors for babysitters, contractors, and other services.

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Nutter: City and Nextdoor.com to partner free for social networking