The Organization seeks to assist public broadcasting stations in increasing their use of social media as part of a public service and communications strategy that reflects and adapts to the local audience. The core focus of the project is on the use of social media to drive journalism and education, as well as promote civil dialogue and community engagement around locally-produced content. These uses contribute to an increase in the perceived value and utility of the content to fulfill the core mission of public broadcasting and secondarily for marketing and promotions.