The city of Billings has joined a wave of municipalities embracing online social networking through Facebook and Twitter as a method of direct communication with residents.

"We have a great new way that's kind of sweeping the nation on how to connect with your citizens," said David Watterson, the city's Internet technology manager.

Within its first few weeks, Billings' personal Facebook page gathered more than 500 fans, Watterson said. Friday evening it was up to 1,241.

"I decided to become friends with the city because I've lived here the majority of my life," wrote Brooklyn Porter, 14, in a Facebook message. "Also, because I think it's great, not too big and not too small!"

Based on their personal profile photos, the city's fans are of all ages, but most appear to be young like Porter.

Facebook and other social networking tools until recently were the sole domain of teenagers, but businesses soon seized upon them for free advertising. And now cities, counties, presidential candidates and local politicians have been drawn in by the promise of their reach.

"It does open up a whole new avenue of people that can follow and keep up with what's going on," said City Councilman Denis Pitman, who also operates his own Facebook page and what is known as a Twitter feed.

The company Civic Plus, which set up Billings' social networking tools, has seen a surge in municipalities interested in making a foray into the online social-networking world, said Rachel Correll, its marketing director. In the past three months alone, she said, the Kansas-based subsidiary of Icon Enterprises has outfitted 22 municipalities with Facebook and Twitter accounts.

"It's part of the push for transparent government, so we're trying to find additional ways to keep people informed," Correll said.

According to Watterson, Civic Plus offered to set up the city's Facebook and Twitter accounts for free, while it was building the city's new Web site that launched in the spring of 2008. Maintaining the social networking tools also does not cost anything beyond the work associated with updating the city's main online portal, because everything posted on the Web site automatically feeds onto Facebook and Twitter.

"Upcoming events and news and announcements automatically get pushed out to our Facebook and Twitter," Watterson said.

The openness, though, can work both ways. And in ways that are unanticipated, especially with an existing army of young social-networkers who may not take full advantage of the privacy settings Facebook offers.

Watterson, for his part, was surprised when he clicked on the link for one of the city's many fans and was able to see photos of all of their Facebook friends and lists of other things to which they have pledged fandom.

"There's definitely concern about what the public policy should be and that's keeping a lot of people from moving forward right now," Correll said.

While a city administrator with the right access codes could see some fans' personal "wall" postings if they are unguarded about their Facebook behavior, and also post a comment on their "wall" of messages, the city's fans do not enjoy quite the same unfettered access.

They can post feedback on messages posted by city departments, and they can use a direct link to send comments to city administrators. But they cannot write on the city's "wall." That kind of wide-open, two-way forum could drastically raise the costs of the new endeavor, Watterson said, because it would require a moderator.

"It's kind of a one-way street for information, but if someone wants to report a barking dog or a pothole in the street or whatever, they can do that," Watterson said.

In addition to its 1,241 Facebook fans, Billings has 97 people following its Twitter feed, or "tweets," which are short text messages that can be received online and over cell phones.

The messages offer information about everything from zoning application deadlines to office closures, musical events and library programs.

"It's been incredible to see the amount of information that's coming out from the city," Pitman said. "Even the departments are starting to use it now."

Contact Kahrin Deines at Kdeines@billingsgazette.

com or 657-1392.