Web 2.0 Communication and Stakeholder Engagement Strategies: How Romanian Public Organizations Use Facebook

Abstract

Within the context of e-participation and involvement provided by social media tools, public organizations should provide a dialogic approach to their relationship with their publics. Having more touchstones with their publics and less control over their message, public organizations should improve their strategies of communicating with citizens. Through a content analysis of three Romanian public organizations' activity on Facebook, this study will examine how this social networking site is used to inform, connect, involve, mobilize and interact with Romanian citizens. The results highlighted that mobilizing, informing and interacting were the most used strategies and that Romanian citizens' involvement implied mere actions of liking, sharing and commenting the visual and verbal posts.

Social media: An essential capability for business effectiveness?

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