Should City of Fernandina Beach Use Facebook?
Most would agree that the internet as a means of communication is the biggest agent of change since the invention of the printing press back in 1440.
Since the internet became mainstream in people’s lives, most would also agree that the creation of Facebook is another sea change in the way people get information, communicate and interact.
It is estimated that by the end of 2011, more than one billion people worldwide will be on Facebook. With estimated world population at 7 billion by 2012, consider that one person in seven on this planet will be on Facebook.
Social media has been playing a role in the liberation of repressed people in African and Middle Eastern countries. We sure are living in amazing times.
In the words of Bob Dylan’s 1964 song about social change, “The Times, They Are A-Changing.” With ongoing advances in technology and the internet, it’s with warp speed and difficult to keep up with.
Recently, Fernandina Beach officials debated having a city Facebook page. Both the local newspaper, Fernandina Beach’s News-Leader and a TV station, Action News Jacksonville, Fox 30 (watch TV news video below) have given the topic attention.
The city of Fernandina Beach does already have a comprehensive website. However, the city of Fernandina Beach, after some discussion, has just tabled a resolution that would have allowed its use of Facebook and other social media. Apparently, officials need to figure out a purpose and plan for having a Facebook page and will address the issue at a later time.
If the city wants to be where the eyeballs are, there’s no question of whether they should have a Facebook page. (What do you think? Should the city of Fernandina get on Facebook? If you are on Facebook, login to answer this question on Amelia Island Living eMagazine’s FACEBOOK poll.
These days, it’s all about social media and the mobile internet. If you think the fixed internet (access via PCs) grew quickly, hold your hats, as the mobile internet is exploding. (The city of Fernandina Beach does already have available a mobile-optimized web site, so their tech department has been on top of that.)
Those with an inkling of the FACBOOK impact realize they really don’t have much choice but to jump on the social media bandwagon, regardless of what business they’re in or type of organization. Take a look at the Fox News video report:
For those who haven’t seen the feature film “The Social Network,” or those who don’t use Facebook, what is now one of the world’s most brilliant ideas began in a dorm room on Harvard’s campus. Since then, it has morphed into the most popular social gathering place and a formidable marketing tool. Naturally, local tourism-related businesses and organizations (including the Amelia Island Tourist Development Council, hotels, tour companies, restaurants and bars) pretty much all have FACEBOOK pages, and some also tweet on Twitter.
The February 2011 News-Leader article reported that commissioner Bunch said “Who’s going to want to be friends with Fernandina Beach?” Apparently there’s some confusion at the city level, as businesses and organizations can get a special type of Facebook page that people can “LIKE” and follow, and don’t actually have to be “friends” on Facebook.
It’s likely that plenty of people will “LIKE” an official city of Fernandina Beach page on Facebook — if, that is, they create a useful, informative page and engage people with content.
Besides the city currently on the sidelines of the game changing social-sphere, Nassau County doesn’t appear to be on FB either (a recent FB search didn’t turn up anything). However, Nassau County does tweet on Twitter. More curious is the local newspaper’s absence from social media. The News-Leader doesn’t appear to have a presence on Facebook. Of course, developing and then properly managing a useful, professional Facebook page requires resources — it’s additional work that someone must be responsible for and do it well to grow and keep followers. That’s probably why some have not engaged this communication distribution channel that has swept the world.
The city of Fernandina Beach also has an under-utilized PEG TV channel on cable, (but again, quality programming would require dedicating significant resources for content creation and management).
FACEBOOK AS A SOUNDING BOARD FOR CITY ISSUES
What type of information to communicate via this social media channel is something to ponder further. Once the page is online, over time, the interaction data that FACBOOK will provide (called “insights” for page administrators) can help to reveal what the people respond to, comment on and “like” — photos, videos, particular topics, etc. There’s a learning curve and experimentation involved, plus time to analyze the insights and react to them.
For one thing, the city might consider initiating FACEBOOK polls to easily get feedback on issues. While not a “scientific poll,” a FACEBOOK poll could be helpful for local officials to get a sense of what the public thinks (albeit the FACEBOOK-user public), before they put a lot of resources into a city project and hire consultants. Of course, there are city commission meetings for folks to air their views. However, surely there are people who don’t feel comfortable with public speaking and addressing an audience, so their voices are not heard by the government or community (unless they send the local newspaper a “letter to the editor,” or blog online).
Consider the recent commotion about building a new boardwalk at Main Beach, which appears to have been shelved, for the time being, at any rate. When the time comes someday to make changes to the boardwalk, how much will it cost for a new or updated design? The city already reportedly paid $13,625 for a design that one could assume may become obsolete or need revision over time.
FACEBOOK’s meteoric rise is a phenomenon, for sure. FACEBOOK is at everyone’s fingertips and very convenient — folks don’t have to leave the house to “comment.” But even when on the go, people can still interact via mobile internet devices such as smart phones, iPads, and tablets, etc.
It’s possible that city officials may end up getting an earful. (They haven’t been too friendly with local small businesses — restaurant owners, in particular.) They may get a lot more feedback from local folks via Facebook. There is a Facebook option that blocks other users from posting content, so the page administrator could stop the public from posting comments. But that would defeat the purpose, wouldn’t it? It will be interesting to see what develops. Whether the city of Fernandina Beach enters the social arena, and if so, when. And then what Facebookers have to say on their page.
Wendy Lawson
Managing Editor
AmeliaIslandLiving.com
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