Perceptions of social media usage to engage citizens: a qualitative study of Czech Republic municipalities

Abstract

Information communication technology has altered the relationship between government and citizens in terms of intensity as well as method. Social media has been used due to its socially interactive nature by the government to attract citizens. This study aims to explore the perception of administrators from small and medium-sized municipal governments in the Czech Republic regarding the utilization of social media platforms for the purpose of engaging and communicating with citizens. The study used a qualitative research design with a phenomenological approach. The data collection process involved 21 semi-structured interviews and the engagement in 16 hours of online dialogue by the researchers. Thematic analysis was used to analyse the data. The findings indicate that numerous municipalities are currently in the initial learning phase of employing social media and have yet to fully comprehend its potential. Administrators conveyed a sense of skepticism towards social media and technology at large, alongside a sense of ambiguity regarding the optimal strategies for effectively harnessing these platforms. The predominant approach adopted by most municipalities involves relying heavily on Facebook as their primary platform for disseminating information. However, they encounter difficulties in effectively leveraging other potentially beneficial websites and communication channels. In general, the research emphasizes the necessity of providing training and education to effectively incorporate social media into the communication strategies employed by local governments.