De los me gusta al cambio: evaluación del impacto del compromiso ciudadano en las plataformas de redes sociales de la Comisión Europea

Abstract

Introduction: The rise of social media has changed public institution communication, increasing dialogue with citizens and presenting challenges like privacy and misinformation. Aims/Objectives: To study how emotional resonance in communications from the European Commission on social media affects public engagement. Methodology: Analysis of the Commission's social media data (Feb 2019 - Apr 2023) using Fanpagekarma, evaluating participation metrics and sentiments with R. Results: Different emotional tones on platforms impact engagement; both positive and negative emotions correlate with increased interaction. Discussion: Emotional resonance enhances engagement, varying according to the platform, indicating the need for specific communication strategies. Conclusions: Emotional resonance and adaptation to platform norms are key in public engagement. Understanding these dynamics improves communication between the European Commission and the public.