Obermutten and Facebook: using global reach for local stories

Have you heard of the village of Obermutten? It’s a village of less than 100 people in the mountains of Switzerland. If you become a fan of their Facebook Page, they’ll print out your profile picture and put it on their town notice board*.

Or in the local barn.

Or on the houses in the village.

Because there isn’t enough room on the noticeboard.

Because there are 13,000 fans. And its still growing.

When I first heard of the Facebook Page, I’d seen this YouTube video – showing that this tiny village’s Facebook Page had higher engagement rates than the Lady Gaga and Coca Cola Facebook Pages. While their Fan page is still relatively small on the scale of things, smaller pages often struggle to get any interactions at all.


I decided to check out the page and see just why this page was so popular – beyond the novelty of being frozen in time on a noticeboard on the other side of the world – and the answer is simple.

It’s honest.

Unashamedly, the townspeople share snippets of their world. My favourite posts have included updates from the townspeople making a video of recent fog, there is a post dedicated to the town dog, and the Mayor’s daughter knitted a scarf for a Facebook Fan. Between these updates are posts of the villagers attaching photos of their Facebook Fans across the town and updates of how many fans they have – including posts when they have fans from a new continent or country.

Obermutten GR dog 300x214 Obermutten and Facebook: using global reach for local stories

Obermutten Town Dog. Image Source: http://on.fb.me/tVfRrH

When you scroll right to the first post, the first update rather charmingly says “test”, followed by the Mayor (I think!) opening the Facebook Page officially. The page is learning to walk as it goes along and it certainly doesn’t have any grand plan. However, that is the most refreshing part about it. Facebook Pages often feel so commercial that this kind of community is pretty rare. Other examples of similar real-world communities drawing on the masses of Facebook (such as “Rename the town of Speed to SpeedKills“) feel far more orchestrated, even if the same strong community exists in both towns.

One of the most interesting aspects is that the Page posts each updated translated into  multiple languages – sometimes very roughly! Responses come from all over the globe, in every language, which evidently not all of which can be appreciated. One Danish article discussing the town’s social media efforts was posted on the Wall; met with the response of “Thank you for this link. Unfortunately, we can’t understand it, but we can read a lot of times “Obermutten”! Kind regards and see you soon.”

So what makes the Page so popular? I can’t really put my finger on it – but it might simply be curiosity of how this town lives. The Facebook Page of Obermutten almost feels like a transference of the genre of reality television: this is a town letting us into their world, into their lives. And it feels pretty damn special.

I do wonder if this is the start of a new realm of tourism: where towns begin telling their stories in real time. What do you think?

*Yes. I know you want to know. I am also on the town noticeboard in Obermutten. ;)

noticeboard 1 Obermutten and Facebook: using global reach for local stories

 

 

 

Mythbusting: Digital Natives

I’m kind of astounded that there are still articles popping up which are astounded that Digital Natives can use a computer, and that that online communication could possibly be a translation of real-world communication. I mean, it’s only 2011.

I thought it was a while ago that we realised that online culture is simply a translation of the activities we do offline. The way we interact with social connections, public messages, private messages, ways to convey status (social check-ins, relationship status, flattering photos), and emotions (sure, emoticons aren’t perfect, but they do exist for a reason: to convey information which is traditionally non-verbal.) are all direct translations for the way we behave in the real world. The motivations are all the same: make friends. Be loved.

Admittedly, the most frequently used online systems don’t necessarily reflect this transition from online to real world perfectly, however, we work with what we have. Facebook, for example, provides updates to people publically across multiple networks, instead of select friend groups, which is how we interact in real life. (Check out @padday’s awesome The Real Life Social Network presentation which explores this.)* However, this is the medium which is very much the norm today in regards to relating to friends and family.

I read an article earlier today which discusses teens ‘using code‘ to express the way they feel online. It’s possible that this research is more layered that the article implied, however, to me it reads like the author didn’t realise that parents have been prying in the lives of their teens since the dawn of time. Facebook doesn’t change that. If teenagers didn’t write letters to their best friends in code, or talk around an issue on the family shared phone in years gone by, I’ll eat my hat. I think this research reflects that people communicate in the same ways that they always have across time. It’s seems to be yet another case of ‘because it’s on the internet, it’s new’. But communication is still communication, irrespective of medium.

Secondly, it seems that there an assumption that teens can’t navigate online spaces. It feels a little like the world operated on this assumption that Gen Y are stupid and superficial because these updates are publically available (as opposed to, perhaps, in one’s diary?) Sure, teens might me more comfortable having conversations in public than other generations, but studies have shown that teens are more aware of the things they put online and are more likely to self-censor than other groups**.

Yep, a new online way of communicating has developed, (using lolspeak and the like), but this is no different to the slang of other generations. Emoticons exist, to replace the non-verbal cues we usually receive when we communicate in person.

How can we judge a generation for posting comments about their personal lives in public and developing a language to suit the online environment we’re in, when our culture expects we be fluent in this form of communication?

It’s nothing new that teens hide information from their parents. It’s nothing new that they need to do this in a public sphere. It’s nothing new that they communicate with their friends.

It’s 2011. We’re not cyborgs. We’re not raised in factories. We still communicate with our friends and loved ones (and hide things from friends and loved ones ;)).

Or… did I just step out of a parallel universe and haven’t found my bearings yet?

Keep it real guys,

-Rach.

*Yes, we could set filters and sort friends into groups, but, I’ll admit, I can’t bring myself to go through my friends list and sort people mainly because I don’t want to humiliate myself with realising the number of people I have on my Facebook who I met once at a party and I stumbled away exclaiming “YES! I AM TOTALLY ON FACEBOOK! LET’S HANG OUT!” and still to this day have neither hung out with them, nor gleaned a solid recollection of them.

** I’ve totally read this but can’t find a reference right now. Let me know if you have one lying around!