The purpose of this research is to evaluate the success of social media as a community engagement tool at the neighborhood level and, thus, expand on existing theories and practices in regards to social media and place-based communities. We found a neighborhood association that was considering dismantling after 38 years due to low participation rates. In a last effort to rebuild, they were willing to try social media platforms like Facebook and Twitter. After the initial launch and promotion of the online tools, they gained no comments, responses, or retweets, and only 5 "likes", 3 Twitter followers, and 2 people for the email listserv out of a possible 550 households. We conducted a survey with neighborhood residents in order to understand why members of the neighborhood did not join these social media networks and why they were not engaged with the neighborhood association in general.Our findings indicate that previous research recommending multiple types of communication to reach everyone in a neighborhood is valid but neighborhood organizations should also target their communication to maximize often limited resources. In our case study, the neighbors who said social media were good ways to communicate with the neighborhood were also the ones who said they wanted a neighborhood association. This was not the case for those choosing email or mail options. We also found a mismatch between "neighborly" ties and the more intimate ties associated with "friends" on social media, desires for inclusive communication, and expectations regarding face-to-face communication within a neighborhood setting. These results show the different roles of neighborhood organizations (sociability versus political representation or a mix of both) and how social media fits with these different roles. Based on the survey results, advice for using social media to revive a neighborhood organization is offered.3