#EngineersWeek: Broadening our understanding of community engagement through analysis of twitter use during the national engineers week

Community engagement efforts have become an important avenue for raising public interest and know-how related to engineering. These efforts draw the young and the diverse into seeing engineering as a worthwhile profession. One such effort at the national level in the U.S. is the "National Engineers Week". This is a week-long celebration held every February that consists of numerous events and activities organized for the general public with a focus towards students, women, and under-represented groups. In this paper, we examined this effort through the lens of social media and analyzed Twitter data collected for two hashtags used during the National Engineers Week 2017: "#eweek2017" and "#engineersweek". Our dataset consisted of 6,583 original tweets and 10,885 retweets. To study the impact of the outreach we used three analytical approaches: descriptive analysis, content analysis, and network analysis. We found that the Twitter campaign participation was dominated by engineering companies and individual users followed by a limited participation of educational institutions, professional engineering associations, and non-profits. As opposed to other popular hashtag campaigns, not a single news media organization was identified as a participating user signaling a lower new media-driven propagation of the campaign among the public. From a content perspective, the tweets can be categorized as event promotion, showcasing employees of engineering companies, or encouraging and inspiring public (especially women and children) towards engineering. With the growing popularity of social media, community engagement efforts need to strategically leverage hashtags and other media elements for a broader impact.