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Komunikacja samorządowców w mediach społecznościowych – wyzwania, mocne strony i sprawność w perspektywie prakseologicznej
Abstract
RESEARCH OBJECTIVE: The purpose of the article is to present the challenges, opportunities, and efficiency (in a praxeological perspective) of communication of local government representatives using social media in accordance with the current conditions.
THE RESEARCH PROBLEM AND METHODS: The primary research problems are the following questions: How do social, technical, and technological conditions affect the communication of local government representatives with the use of dynamically developing social networks? and What tools, methods, and procedures should be developed in pursuit of social media communication efficiency in praxeological terms? Primary research was conducted online using the following methods: multiple case study (73 local government officials), content analysis, participant observation, and interview.
THE PROCESS OF ARGUMENTATION: For the purpose of the article, a literature review was conducted to establish the basic concepts, then the available research reports on the online environment, social media, and communication in the local government sector were reviewed to identify the research gap, so that we could design our own research, implement it, and present the results with recommendations.
RESEARCH RESULTS: Thanks to communication with the use of social networks, local government representatives have the opportunity to build relationships with voters, provide content, and create experiences, which generates many benefits, but is also associated with challenges and threats, such as difficulty controlling the spread of content posted by Internet users.
CONCLUSIONS, INNOVATIONS, RECOMMENDATIONS: Social media, with its increasingly new functionalities, play a key role in the life of the digital society and represent a major challenge, but also create many opportunities for agile communication between local government representatives and stakeholders (Internet users, media representatives, local community, other local government representatives, entrepreneurs, and local institutions). Research has confirmed that communication agility is technology-driven, with success factors being creative invention, creativity, responsiveness, agility and the ability to generate valuable content.
Keywords
social media, digital society, social communication, local government representatives, determinants and praxeological efficiency of communication of local government officials.
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