Μελέτη και αποτίμηση της ψηφιακής παρουσίας ελληνικών φορέων δημόσιας διοίκησης και οργανισμών τοπικής αυτοδιοίκησης σε συλλογικά ψηφιακά μέσα (social media)

Abstract

Social networks have become an integral part of everyday life of each Internet user, since it is estimated that the average global user spends about 28% of online time in social media (Global Web Index, 2015). Collective digital media (such as Facebook, Twitter, YouTube, Instagram, Blogs, Wikis, etc.) provide information services, chances of networking, socialization and self-promotion. In this context Institutions and Individuals are handling social media accounts in order to share information regarding their actions, their work, their interests, as well as themselves per se. Additionally, through social media they are trying to expand their social or business circle, by finding new contacts (professional or personal). In recent years, social media have been a field of interest both of General Government Bodies (Institutions) and Local Authorities (LAs), which aim both at providing better information to the public, but also at encouraging citizens’ active participation in public decision making. This study focuses on General Government Bodies (Institutions) and Local Authorities (LΑs) that are related - directly or indirectly - with the tourism industry and attempts to evaluate their presence in three popular social media: Facebook, Twitter and Youtube. The analysis of their presence is carried out at three levels: (1) liveness (2) degree of users’ engagement and (3) followership. Following the quantitative analysis, a more qualitative analysis is carried out, by conducting live interviews at "best practices" that have resulted from the relative benchmarking evaluation. In the end, we try to provide a concise toolkit, which can assist the management of social media accounts by civil servants, not only in the case of the tourism industry.