Integration of Twitter and Facebook in Local Government Communication: The Elche City Council as a Case Study
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Abstract
The integration of social media into public organisations is now a reality. Public administrations have begun using these 21st-century social tools to build new relationships of trust with citizens and to provide valuable and service-oriented information to their audiences. However, managing social media requires ongoing attention to the activity generated across various online platforms. Engaging with users and understanding their concerns represents an opportunity to democratise institutions through digital means.
This research conducts a content analysis of the Twitter and Facebook accounts of the Elche City Council to examine how communication is managed through these profiles. The study evaluates factors such as account presence and relevance, activity levels, user responses, and the degree of interaction and dialogue between information senders and receivers.
Findings reveal a predominantly one-way communication approach by the Elche City Council on both platforms, which, as a result, fails to generate meaningful engagement or interaction with followers.
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