Social media in public sector: a study about the use of Facebook by municipalities in the Reconcavo region in the Bahia State, Brazil

• Autor(a) principal: Silva, Adriano Santos Rocha
• Data de Publicação: 2024
• Outros Autores: Daltro, Emmanuelle Fonseca Marinho de Anias, Santos, Ernani Marques dos, Oliveira, José Henrique Paraguassu
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://tmstudies.net/index.php/ectms/article/view/826
• topic: Social media; public sector; Facebook; Bahia Recôncavo Area; Brazil

This study analyses the use of social media, especially the Facebook, by local governments. A quantitative and descriptive research was conducted collecting data from the 20 municipalities located in “Território Recôncavo”, a Bahia State area, in Brazil. The observed aspects were: kind of presence in Facebook, date of the first post, number of friends/followers, page administrator identification data, post contents, level of interactivity with users, and visual and language use. The results point out that 70% of the researched municipalities use the Facebook as an official communication tool, some of them since 2010. However, although the use of social media allows to reach a high audience, the number of page friends/followers corresponds to only 2.5% of the population of the region