Abstract
Little is known about how public sector organisations capitalise on the potential of social networking sites (SNSs) as communication channels. Previous research is short on theoretical models and managerial insights into the success of local governments' online communication strategies. The purpose of this study is to explore how successfully local governments utilise SNSs for managing their external communication with citizens. Using a multi-method analysis of 15,941 posts and 19,290 comments on the Facebook pages of the 25 largest German cities, we make five contributions to research and practice. First, we analyse the properties and topics of government posts to draw a rich picture of how local governments use Facebook as a communications channel. Second, we conceptualise success in governments' online communications in terms of the frequency and polarity of citizens' reactions, which we use for third, evaluating government communication behaviour in SNSs. Fourth, we identify which benefits SNSs offer that traditional communication channels do not provide. Fifth, we offer guidelines for improving the online communication strategies of local governments using SNSs.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
