Social media in the communication between the cities of the Łódź Voivodeship and stakeholders during the Covid-19 pandemic

• Autorzy: Woźniakowski Mariusz

Identyfikatory

DOI

10.29119/1641-3466.2021.152.18

• Języki publikacji: EN

Abstrakty

EN

Purpose: The aim of this article is to present the basic values of social media in the communication between local government units during the Covid-19 pandemic on the example of the cities in the Łódź voivodeship. Design/methodology/approach: The research carried out consisted in analyzing the contents of official websites run by the local governments of individual cities of the Łódź Voivodeship in order to check how information about the social networks used (plugin locations) is made available. The active profiles on these websites were reviewed in order to diagnose what content is published. The study was conducted in September 2020. The results were compared to a similar study carried out a year earlier. Findings: The study has shown that out of 44 analyzed cities in the Łódź Voivodeship, 40 use at least one of the social networking sites. Most often, it is Facebook – 40 cities have their own profile, then YouTube – 19, Instagram and Twitter – 7 each. Nine cities have 3 official profiles on various social networks simultaneously, and another 15 cities – 2. No profiles on social networks were found for 5 cities. With regard to the duration of the Covid-19 pandemic, all cities that have actively used social media, have shared content related to the situation mainly through Facebook. Research limitations/implications: The study did not take into account social networks that were less popular at the time of writing the article (e.g. TikTok, GoldenLine, Pinterest). The objectives of the communication activities of individual cities are unknown. This can be part of further research through in-depth interviews with those promoting their respective cities. It is also possible to extend the research to cities from other voivodeships. Practical implications: Based on the author’s audit of the communication activity of the cities in the Łódź Voivodeship on social networks, this article suggests that the use of social media is an appropriate tactic in city communication, both in terms of promotion and communication in crisis conditions, due to the participatory, interactive, open, and transparent nature of social media. Originality/value: The publication presents the results of research carried out on the basis of the author’s audit of the activity of the cities of the Łódź voivodeship in the social media.

Słowa kluczowe

EN

social media; city marketing; city promotion; marketing communication

PL

social media; marketing miejski; promocja miasta; komunikacja marketingowa

• Wydawca: Wydawnictwo Politechniki Śląskiej
• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2021
• Tom: z. 152
• Strony: 233--244
• Opis fizyczny: Bibliogr. 20 poz.

Twórcy

autor

Woźniakowski Mariusz

• University of Łódź, Faculty of Management

• https://orcid.org/0000-0001-6423-5309

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