We hear much about the ‘virtual communities’ created by social media services such as Facebook or Linkedin. But, equally, traditional communities are also adopting and adapting social media to suit their own purposes. 

Worldwide, residents associations are using their own pages on Facebook to share information. Equally, Facebook pages are being set up to draw community members together to campaign on specific issues. An obvious New Zealand example is the page set up to oppose the Wellywood sign, which achieved almost 27,000 likes. 

I rather like the “Disenfranchised Shrewsbury Residents” page established by a resident of the genteel UK town “Purely for the purpose of counteracting the appalling influence of the town centre residents’ association, an organisation whose aims are to destroy anything of interest or worth that is not deemed acceptable to the rich/selfish inhabitants of OUR town centre.”

Ironically, the page that kicked off with such a bullishly negative purpose seems to have morphed into an online residents’ association in its own right. A glance at the page reveals that it is now a very positive – and rather cuddly - community resource with 2,148 followers. Complaints about rich town centre folk have long been replaced by notices sharing news or promoting the local beer festival or village fete. 

Facebook, it seems, has a burgeoning number of local community pages or ‘virtual residents associations’ which appeal to people who might not otherwise have the time, energy or inclination to plod along to the local community hall on a winter’s evening to physically attend a meeting – or, heaven forbid - sit on a committee.  

However, many are clearly prepared to be armchair participants and there’s much to suggest that these growing armies of “virtual volunteers” can make a real contribution in ways that will strengthen, and increase communication within, communities. 

Emma McCleary, Ideas Shop’s former social media specialist was among the first to recognise this potential in New Zealand. About three years ago she set up a Facebook site for the Wairarapa Town of Featherston. 

Probably one of the first social media community sites to have been established in New Zealand, it has grown steadily, now boasting 968 active members. Given the population of Featherston is about 2,340, that suggests a very significant proportion of residents are using the page and enjoying daily updates. Since then, other Ideas Shop staff have set up pages for Brooklyn and Hataitai too.

Facebook it seems, can increasingly assume the community communication role once filled by the village notice board, the school playground chatter, the church newsletter and over the bar of the local pub.

I’m not suggesting it will, or should, replace physical living breathing residents’ associations. But certainly the Wellington suburb I live in has no resident’s association and no community hall. If there was a local noticeboard someone would tag it. Not everyone goes to church and, given the number of families with two parents working, the playground conversation is a bit sparse too. 

Recently, I created a Facebook site for my suburb - Kelburn. I asked everyone I knew in the neighbourhood to ‘like’ it, made some posters and asked the local shops to put them in their windows and put a notice in the school newsletter. 

We now have almost 180 members who routinely share a wide range of information whether it’s reminders about recycling collections, warnings about an accident blocking a road, appeals about a lost cat or promoting the school fundraiser.

Local businesses regularly post news about events, new product lines or opening times on the page – several have followed suit and made their own pages too. 

It provides a forum for local news and views which we didn’t have before. It’s made me feel that I live in a community rather than simply the commuter belt. 

It was incredibly easy to set up and takes only minutes each day to administer. So, if you haven’t ‘liked’ your local community Facebook page now’s the time to join the residents’ armchair army. And if your community hasn’t got a page – well how about setting one up?