Lovari, Alessandro and Parisi, Lorenza (2015) Listening to digital publics: investigating citizens’ voices andengagement within Italian municipalities Facebook pages. Public relations review, Vol. 41 (2), p. 205-213. ISSN 0363-8111. eISSN 1873-4537. Article.
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Several studies underlined the impact of social media in the public sector, investigating theadoption process and uses of these digital platforms by public administrations. This paperadopts a public-oriented perspective to investigate citizens’ voices and engagement within10 Italian municipalities’ Facebook Pages. In particular, it investigates the motivations tobecome Facebook fan of a municipality, and the variety of digital practices carried out bycitizens to communicate and relate with this type of public administrations. The study wascarried out through the administration of an online survey of 35 questions to 1196 Facebookusers. The research proposes an active digital public typology (likers, mono interactionusers, multi-interaction users, full interaction users) based on the extension of the activitiesthat citizens carry out on municipalities’ Facebook Pages. The thematic analysis of the digitalpublics’ opinions reveals that citizens ask for a tangible and actual two-way communicationwith local administrations on social media. Theoretical and practical implications for publicsector institutions using social media are discussed.
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