Happy Labor Day — Day 85: Nextdoor, Did You Forget the People Who Do the Work?
Happy Labor Day! 🇺🇸
Today is Day 85 of my continuing Nextdoor case study.
Before I get to Nextdoor, it's worth remembering what today actually represents.
Labor Day isn't simply the unofficial end of summer, a three-day weekend, mattress sales, barbecues or one last trip to the beach.
Labor Day recognizes the contributions and achievements of American workers and the labor movement that fought for better working conditions, reasonable hours, fair wages, and greater protections for working people.
It became a federal holiday in 1894, and more than 130 years later, it's still an opportunity to recognize the people whose work keeps businesses, communities, and this country moving.
Which brings me to Nextdoor.
Hello? Anybody Home?
As of this writing, I haven't seen a Labor Day post on Nextdoor.
Nothing from CEO Nirav Tolia either.
Maybe something will appear later today.
If it does, I'll happily update this post.
But right now?
Crickets. 🦗
And I find that remarkable.
This is a company whose entire identity revolves around neighborhoods, communities, local businesses, and the people who make those communities work.
Teachers.
Nurses.
First responders.
Restaurant workers.
Retail employees.
Construction workers.
Delivery drivers.
Small-business owners.
Landscapers.
Electricians.
Plumbers.
Mechanics.
And, yes, the employees who actually keep Nextdoor operating.
If there were ever a holiday that practically writes itself for a company claiming to be the “essential neighborhood network,” wouldn't Labor Day be it?
Talk About Out of Touch
This isn't about whether every corporation is required to publish a social-media post for every holiday.
Of course not.
It's about awareness and consistency with your own brand.
Nextdoor has plenty to say when there's an opportunity to talk about advertisers.
It has plenty to say about businesses building brand recognition.
It has plenty to say about reaching verified neighbors.
It has plenty to say when there's a new product, advertising opportunity, or monetization strategy to promote.
But Labor Day?
A day specifically recognizing the people who actually do the work in those neighborhoods?
Nothing so far.
From my perspective, that's another example of how out of touch Nextdoor's corporate communications can appear.
And this isn't exactly a surprise holiday.
Labor Day has been on the calendar for a while.
You can even schedule a post.
Nobody needed to abandon the barbecue this morning to log into LinkedIn.
Meanwhile, I Worked Saturday
While Nextdoor was apparently enjoying the holiday weekend, I sent another email on Saturday.
Yes.
Another one.
The subject remains the same issue I've been documenting for nearly three months:
Where are the two detailed Insights studies?
These are the two studies where Nextdoor's own published material told readers they could reach out for additional information, including detailed data, additional audience segments, and strategic recommendations.
I followed the instructions.
I've followed up.
I've clarified that I'm requesting the detailed data—not links to the summaries I've already read.
I've expanded the email beyond Jacob Chavis to include others at Nextdoor who can answer the question.
And now we're at:
Day 85.
At this point, the answer doesn't even need to be complicated.
Yes, Niel, here's the information.
Or:
No, Niel, we're not providing it.
Or:
It's only available to certain customers, advertisers, or partners.
Pick one.
I'll take clarity over silence.
The Irony of Labor Day
Maybe that's what makes today's silence particularly interesting to me.
Labor Day is partly about recognizing the value of people's work.
And one of the themes I've repeatedly raised throughout this case study is whether Nextdoor adequately recognizes the value created by the different people surrounding its platform.
Neighbors create the conversations.
Neighbors provide the recommendations.
Small businesses provide the services.
Employees build and operate the platform.
Advertisers provide revenue.
Investors provide capital.
Every one of those groups contributes something.
A healthy organization understands that relationships with those stakeholders require more than polished marketing language.
They require communication.
Listening.
Trust.
Transparency.
And accountability.
Day 85
So, Happy Labor Day to everyone working today.
Happy Labor Day to everyone fortunate enough to have today off.
Happy Labor Day to the small-business owners who don't really get holidays.
And Happy Labor Day to Nextdoor's employees too.
As for Nextdoor and Nirav Tolia:
Maybe the Labor Day message is coming.
Maybe somebody will answer tomorrow's email.
Maybe I'll finally receive those two detailed studies.
We'll see.
But as of this writing, Day 85 looks remarkably similar to many of the previous 84 days.
.I'm still waiting for somebody at Nextdoor to demonstrate that communication and accountability aren't just words used when they're convenient for the brand.
Happy Labor Day. 🇺🇸
Follow the continuing Nextdoor case study at NielFlamm.com/blog.
