Social Media for Social Good: A Study of Experiences and Opportunities in Rural Australia

Social media platforms are espoused as helpful for overcoming geographic isolation for rural people and businesses; connecting them with local, national and global communities. Yet, little research has been conducted to document social media use by rural residents. This paper explores the social media experiences of 62 rural Australians, gathered through focus group and individual interviews. Results reveal the varied ways that rural residents use social media, for personal and work activities. Positive and negative perceptions of social media tools provide detailed insights into rural residents' views. Participants highlighted opportunities to harness the potential of social media to further their business interests, to build social networks and to advocate for issues important to rural people.