How it works and why use Nextdoor, your neighborhood's private social network


  • How Nextdoor works
  • Nextdoor in Italy
  • The digital future of neighborhoods and the platform
  • Also become a digital neighbor

The Internet is often described as a tool capable of helping us discover places and people even very far from us. But in reality, the Web also has the power to connect us with a much closer dimension, namely the our neighborhood. This is precisely the concept behind the platform The next doora social network private for themselves and their neighbors. But what exactly is it and how does Nextdoor work? What are the advantages of using this social network? To answer this question and others, we met Amédée Galano, Community leader Since The next door for Italy.

How Nextdoor works

Born in the United States in 2008the platform aims to give different neighborhoods a space exclusive in which to grow and interact as community. Activities concerning a certain area, in fact, are limited to local users, in order to promote connection between people and businesses close to each other.

If these types of social groups are already sort of spontaneously born on other platforms, like FacebookNextdoor aims to be the ultimate tool for shapingdigital extension of your neighborhood. Both from the website and from the application, it is possible, in fact:

  • post messages and announcements And interact with others' posts
  • to exchange posts with their neighbors
  • create and share events
  • sell and donate items
  • confront other people on the security neighborhood and report to competent authorities
  • interface with local institutions
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When registering, you must use your real name and verify your address via the geolocation. However, this information is only used for verification and neighborhood assignment purposes, and no personal data is shared or sold to third parties. Nextdoor doesn't even profileage and the *** of its users.

On this subject, Amedeo tells us “We do not sell data, we do not sell your interests and this is a unique thing, which means that we are not alone GDPR compliant , but this is part of our policy. You are in a private neighborhoodit would be counterintuitive to sell what you write or what you do in your neighborhood, because it is your. “

He goes on to explain what the company's business model is, at least in America: « But what we do is clearly give you the ability to see relevant ads based on You Oh third party data is not the person, but theadvertisementto pay us.”

In Italy, however, the company is not yet profitable: it is currently focusing on fundraising (the last fundraising, coming soon 141 millionbrings the total funds raised to more than 400 million) and to grow and build, without immediately thinking about profit and making sure to meet the needs of consumers.

“ this gives us the opportunity to stop for a moment to think about what the Italian needs. What we do is locate the product, therefore, a lot of investment has gone into growth. I would now like changes also in the product and they are coming. “

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Nextdoor in Italy

Since his arrival in Italy infall 2018the social network found, in the beautiful country, a very fertile soil regarding this digital community model, especially in cities like Milan And Bologna. This led to growth organic And natural of the platform, without the need for particularly strong marketing campaigns for the moment.

The presence of the so-called 'ambassadors, chosen from the most active users and willing to help spread the application among neighbors and other areas. These personalities act as leaders, capable of bringing the people of the neighborhood together and bringing out the best in them, both within the neighborhood and in its relationships with other neighborhoods.

To gain the trust of Italians, despite their American origins, the application relied on a PR team Italian, able to best relate to the local socio-cultural context. As for the number of subscribers, again for reasons of confidentiality and respect for private life, Nextdoor has not revealed the exact figures. However, taking the example of Milan, it reveals the number of mapped neighborhoods (about 550), with over 90% of these launched. By “launched” we mean a neighborhood that has been used by at least ten people, but the average is much higher: in the center we are talking about 150 users per district, with peaks also of 600 units.

In terms of regional broadcasting, the North “wins” over the South, but because the latter has less need for a service of this type. In the South, in fact, local communities tend to already be more neighbors And rooted, and a specific platform is less necessary, as in the North, to unite the districts. This does not mean, however, that even cities in the South cannot benefit from this tool, which saves time and creates a unique synergy between neighbors.

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The digital future of neighborhoods and the platform

But what are the future prospects of the platform? The ideas are numerous and varied, but one certainty remains: any type of progress will occur at the same pace as the growth of local realities. The idea is in fact that in addition to connecting the different neighborhoods on a social level, to rediscover the small and medium-sized businesses in the neighborhood. This is currently already possible, by commercial operators, by organizing events and make yourself more visible to potential customers. In the future, however, this type of advertising could evolve, with exclusive promotions And discounts.

“I do not exclude that in the future we could think of alternative solutions, for example it could be the neighborhood bar which has the possibility of offering a discount. We've now tested these types of promotions in America, where for example a local says, « Today there's a $5 coffee deal, » and then maybe they'll pay every time that deal is used. Personally this offline I really like it, because the small cafe can't compete with the chain like McDonald's in advertising, although it can do it locally. This thing also strengthens the Nextdoor main brandthis makes it better perceived locally. “

This perspective is also joined by possible improvements to the platform. Indeed, if the « closure » of the different districts to the single district is part of the local orientation, sometimes, particularly for thematic groups and events, this dimension is a little narrowed, and the need arises to involve people from neighboring neighborhoods. the neighborhoods too. That's why Nextdoor is ready to launch i interest groupsthat is to say, containers for discussions and content that are less geographically limited, but still well separated from the neighborhood bulletin board.

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Another step towards the future is an even greater involvement of establishments. If already now, for the different districts, there already exists a dedicated section, the objective is to expand the possibility for citizens to get in touch, directly from the application, with public entities and the local law enforcement, in order to report possible inconveniences and needs. Furthermore, in the future, the possibility for public bodies to report any alert to each individual district (public works, interruption of services, localized emergencies) is not excluded.

Also become a digital neighbor

Now that you know how Nextdoor works and have an idea of ​​its usefulness and future prospects, you too might want to join this exciting and innovative platform. As already explained at the beginning of the article, the registration procedure is very simple, and only takes a few minutes. You can register either from the official website and from the application, available for both Android that for iOS. So you no longer have any excuses not to try to participate more actively in the digital life of your neighborhood, and who knows, maybe make new connections and friendships.

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Nextdoor: your neighborhood



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Next door. The neighborhood app

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