Using facebook for public engagement: An analysis of the public facebook pages of the local government units in Metro Manila
This study describes how the 17 local government units of Metro Manila use Facebook for public engagement. Government social media use was analyzed by summarizing the usage metrics of activity and interactivity on the Facebook pages and classifying the themes and direction of government posts throug...
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| Format: | text |
| Language: | English |
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Animo Repository
2020
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| Online Access: | https://animorepository.dlsu.edu.ph/etd_masteral/5935 https://animorepository.dlsu.edu.ph/context/etd_masteral/article/12923/viewcontent/Afable_NicoleMarie_11188022_Partial.pdf https://animorepository.dlsu.edu.ph/context/etd_masteral/article/12923/filename/0/type/additional/viewcontent/Afable_NicoleMarie_11188022_Full_text.pdf |
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| Institution: | De La Salle University |
| Language: | English |
| Summary: | This study describes how the 17 local government units of Metro Manila use Facebook for public engagement. Government social media use was analyzed by summarizing the usage metrics of activity and interactivity on the Facebook pages and classifying the themes and direction of government posts through content analysis. Engagement metrics, the number of reactions, comments and shares, were the basis of three measures of public engagement. Insights on how organizational and institutional factors influence social media use were gathered through survey questionnaires and interviews. Results showed that the local governments of Metro Manila use social media for the unidirectional dissemination of information, which is in line with the local government’s primary goal of using the platform for public outreach. Most content featured information on public services and promoted activities attended by local officials, particularly the mayor. All pages, whether institutional or mayor pages, post a variety of content that supports informational, persuasive and other goals. The content of the posts rather than activity and interactivity is related to engagement. While Facebook pages bring the government closer to the public, achieving the full potential of the platform to enable deliberative engagement towards empowered participatory governance may require more resources and targeted strategies. |
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