Internal Communication
In order to remain informed, WL has an established internal network. It is constructed through the main social platform of Facebook which enables a ‘richer sense of interaction’ (Rheingold [1993] as cited in Walker 2010 p. 27), where over 18,000 members assist each-other and provide opportunities for one another. Although the internal facebook page of WL is a closed group, once becoming a member the internal benefits are endless. Through this internal platform, members benefit from interaction, comments, private messages. They can even help each-other, giving advice on a problem for which another member may be seeking help.
Through an interview with Naomi Sheriff, the founder of the network further insight into the internal connections can be gained. She describes some of the internal connections including the most popular post on the Facebook page being ‘currently on recommendations on businesses and services’ as well as the page being personally messaged ‘a few times a day’ (Sheriff 2019). Consequently the audience of WL relies on an internal communication system that enables the members to engage with the founders on a more interpersonal level. The private Facebook group is frequently active with posts occurring around every hour. The platform has a profound impact on the community through individuals being able to help, promote, discuss, and recognise issues in their local community and respond to them through the easily accessible WL community.
Baym develops the notion ‘Groups develop a sense of themselves …. That is shared amongst them and which contributes to the feelings of community’ (2010, p. 127). Internally this concept is at the forefront of the WL’s digital platforms. The network maintains extensive platforms such as an internal website, Twitter page and a further Jobs Board Facebook page, which are crucial to the development of the community. The website encourages local businesses to advertise their company and therefore allows audience members to see local businesses through an intimate lens of their local community network. Furthermore the Twitter expands on the social platform, internally targeting youth in the WL area. Overarchingly, the Jobs Board Facebook page is a platform that has emerged from the internal connections of job hunting within Willoughby Living, with around 1200 members, this once again demonstrates the significance this platform has had on the community.
External Communication
However, the WL digital community also has several facets which enable it to establish external relationships – relationships beyond its ‘Homebase’ Facebook platform. While Facebook fulfils its purpose in connecting a wide range of the members to each-other and allows them to communicate via comments, photographs and video, the platform still suffers from an ‘emotional stuntedness’ (Panger 2016, p. 1) which is noticeable especially in the ‘Like’ button. By using a mixture of media, WL is able to overcome this failing within Facebook and access a wider audience, consequently building external relationships with different applications’ unique affordances. For example, the WL Twitter account links members to local businesses and their advertisements, encouraging them to be active community members outside the digital realm and support each-other.
This participation external from the Facebook core is significant because it solidifies WL as a true community, more than ‘silicon snake oil’ (Stoll 1995), a group of people meaningfully connected and not a ‘spectre of people isolated indoors’ (Baym 2010, p. 107).
Furthermore, WL forms external relationships beyond the scope of its internal Facebook circle by notifying members of upcoming community events on its website calendar. In this way, the WL community cements its bonds. By spreading awareness of events, it provides opportunities for social support and expression of shared social identity, which are two key elements of community (Baym 2010, pp. 106-139).
This somewhat opposes the research of Miller (2011) who puts that while Facebook communities are successful to a small extent, they do not compare to real, physical communities which can become ‘a family writ large’ (Miller 2011, p. 18). However, while it is important to note that external relationships cannot transform a digital community into something which can compete with the village Miller (2011) studied, it is still a valid community, just lacking in both benefits and disadvantages. Regardless, WL’s mixed media (which consists also of Instagram and a newsletter) support its growth toward a digital community which not only fulfils all of Baym’s ‘Elements of Community’ (2010) but also has interpersonal bonds which can change people’s perspectives and lives such as in Philadelphia, Pennsylvania: ‘I feel like I know a lot more about the city…I feel better informed’ [interview] (Walker 2010, p. 37). Overall, the WL digital community has manipulated a variety of media to establish a presence external from their Facebook base, which works at connecting people beyond the virtual world.
Willoughby Living Ecology 