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EnglishIn the framework of the process of social media adoption by public sector organizations, this paper aims at investigating the use of social media policies in order to effectively communicate and relate with citizens, journalists and other strategic publics. In particular this pilot study analyzes the use and contents of social media policies published by official Facebook social media accounts managed by press offices in Italian municipalities. Based on a qualitative content analysis, this empirical study shows a scarce use of social media policies, a prevalence of legal concerns rather than engaging ones, and a limited attention in managing media relations via social media with journalists and other digital influencers. Limitations and further steps of research are discussed.
When the press office goes social: the role of social media policies for media relations strategies in public sector organizations, 2016.
| Autori: | Lovari, Alessandro; MAZZEI, ALESSANDRA | |
| Data di pubblicazione: | 2016 | |
| Titolo: | When the press office goes social: the role of social media policies for media relations strategies in public sector organizations | |
| Nome del convegno: | International Public Relations Research Symposium BledCom2015 | |
| Numero del convegno: | 22 | |
| Luogo del convegno: | Bled | |
| Anno del convegno: | 2015 | |
| Sezione: | contributo | |
| Rilevanza: | internazionale | |
| Luogo di pubblicazione: | Ljubljana | |
| Nazione editore: | Slovenia | |
| Editore: | University of Ljubljana | |
| Titolo del libro: | Sleeping (with the) media. Proceedings of the 22nd International Public Relations Research Symposium | |
| Tutti i curatori: | Verčič, Dejan; Tkalac Verčič, Ana; Sriramesh, Krishnamurthy | |
| ISBN: | 978-961-235-776-4 | |
| Pagina iniziale: | 90 | |
| Pagina finale: | 97 | |
| Numero di pagine: | 7 | |
| Revisione (peer review): | esperti anonimi | |
| Lingua: | English | |
| Settore Scientifico Disciplinare: | Settore SECS-P/08 - Economia e Gestione delle Imprese | |
| Keywords: | Social media, social media policy, public sector communication, Italian municipalities | |
| Abstract: | In the framework of the process of social media adoption by public sector organizations, this paper aims at investigating the use of social media policies in order to effectively communicate and relate with citizens, journalists and other strategic publics. In particular this pilot study analyzes the use and contents of social media policies published by official Facebook social media accounts managed by press offices in Italian municipalities. Based on a qualitative content analysis, this empirical study shows a scarce use of social media policies, a prevalence of legal concerns rather than engaging ones, and a limited attention in managing media relations via social media with journalists and other digital influencers. Limitations and further steps of research are discussed. | |
| Numero degli autori: | 2 | |
| Supporto: | CD-ROM | |
| Data di accettazione: | 2015 | |
| Appare nelle tipologie: | 4.01 Contributo in atti di convegno (pubblicato) |
File in questo prodotto:
| File | Descrizione | Tipologia | Licenza | |
|---|---|---|---|---|
| Lovari_Mazzei_2016_Bled_ErrataCorrige&Re-print.pdf | Articolo | N/A | Administrator |
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