The Patterns of Communication on Facebook for the Implementation of Community Development Policies of Khon Niphan Subdistrict Municipality, Wiang Sa District, Surat Thani Province

Abstract

            The objectives of this research were to study how Khao Niphan Municipality used Facebook to communicate the results of its work following the local development policy in terms of: problems with communication; demand for communication; and approaches for developing better communication. This was a qualitative research. The research tools were a semi-structured in-depth interview form and an observation form. The key informants were 18 people chosen by purposive sampling from among people involved with organizational communications, consisting of 5 executives and public relations personnel of Khao Niphan Municipality; 10 representatives of local residents and followers of the municipality’s Facebook page; and 3 academics specializing in Facebook communications. Data were analyzed by forming conclusions. The results showed that

            1) problems with communication: The format of the presentation Not standard quality Due to lack of personnel with knowledge and understanding of production and distribution techniques In communication content There are no issues with the content that is complete according to the vision, policy, project and outstanding work, and communication management. Lack of news management system Evaluation tracking system Lack of clear structure and responsible person 2) demand for communications: the presentation format that is correct according to the academic principles that respond to the audience. The presentation is varied and inviting. As for the content issue, the performance is achieved in every dimension. Solving the Distress And the organization's activities and 3) Approaches for improving communications: The format of the presentation Must have standard quality in both picture and sound Communicate meaning that is straightforward, concise, interesting in communication content Must submit proposals regarding outstanding project policies Participation Must create activities to promote participation Communication skills Must develop the potential of media production Techniques for participation in Facebook And in the area of communication management, must establish a system for information flow Performance Evaluation And define the work communication structure