The usage of social networks for citizen engagement at the local self-government level: the link between municipal councillors and citizens

Social networks perform a highly important role in public governance,especially in its communication processes, since they are an alternativeto usual methods of communication and the dissemination ofinformation, and it is becoming easier and quicker to publicise thepolitical content, to receive feedback, and to form one’s opinion. Citizenscan express their viewpoints on issues which are relevant to selfgovernment,whereas representatives of the municipality can informcitizens about activities and ongoing changes, seek the support ofcitizens, and pursue their political career goals. The purpose of thisresearch is to reveal how social networks can be employed for citizenengagement at the local self-government level, by identifying thecharacteristics of the link between municipal councillors and citizens.The research employed both quantitative and qualitative research approaches,using methods such as the content analysis of 335 accountentries (posts) on the social network Facebook by four municipalcouncillors and semi-structured interviews with said councillors. Theempirical research demonstrates that municipal councillors use theirFacebook accounts to disseminate information on important mattersof local self-government, raising questions which are relevant to society,and receiving feedback from citizens (assessment of problems,suggested solutions); however, there is a lack of other kinds of engagementof citizens, i.e. institutional (applied by a municipality), viaFacebook, even though there are possibilities available for not onlythe dissemination of information but also for discussions and the submissionof suggestions via social networks.