The Use of Social Networking Websites in Romanian Public Administration

Abstract

Social media have proven to be a valuable new environment for communication, in such a measure that even public institutions have adopted them to engage with their various audiences. As of 2012, Romania is part of the international agreement named Partnership for an open government, whose key purposes include increasing transparency, encouraging civic participation in public life, and the use of new technologies in administration. Social media have both the potential and the necessary tools to ensure an increased level of quality interaction between public administration and its users. However, statistics on the use of social networks in Romanian public organizations are scarce. Considering Facebook as the main network having both the capacity and the efficiency needed to increase participation, this study is envisaged to review how social networks have been adopted by Romanian public administration, with a close look at the engagement received from the online interaction with the citizens. We aim to address the currently existing knowledge gap in the field of public communication through social media networks. For this study’s purpose, several Romanian public institution’s Facebook pages will be analyzed, aiming to conclude into a comprehensive image of the level and quality of public engagement with the respective public institutions and the Romanian public administration as a whole. We found out that photo and video were the most frequently used and had the most scores in engagement than other media types. Regarding citizen engagement, the Like button is the most frequent way for citizens to interact with public institutions. Social media provide a space for common communication between public administrations and stakeholders and have the effect of increasing transparency, collaboration and participation if are used properly