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dc.contributor.authorSilva, Roberta de Araujo e
dc.description.abstractThis research investigated if New Zealand’s local governments were exploiting social media platforms for public engagement. Its primary purposes were: 1) to provide an overview of the social media usage; 2) to understand the preferences and influences of content format on engagement; 3) to assess the opportunities presented to citizens to engage and collaborate with policy-making processes. A content analysis was run under the Coronavirus scenario, and collected quantitative and qualitative data from seven social networks, assessing 1,101 posts. Findings revealed an average of three platforms per Council. Nevertheless, Facebook was the one that received more attention from public bodies. This fact resulted in low engagement rates across platforms and a considerable number of outdated social network pages. There was little concern about content planning, with publications being frequently cross-posted across platforms, resulting in duplicated messages. Content formats were limited to the traditional ones, such as Image, Video and Text. Although Image was the most used type, Live was the best format for promoting public participation. Regarding public participation, findings were in alignment with literature, confirming that local governments’ primary objective on social media was to inform rather than promoting a real dialogue. The research concluded that there is a potential to improve social media management to promote civic engagement. Recommendations suggest that local governments should create a social media strategy, focus on crucial platforms, apply content marketing techniques, and explore new content formatsen_NZ
dc.rightsAttribution-NonCommercial 4.0 International*
dc.subjectNew Zealanden_NZ
dc.subjectlocal governmenten_NZ
dc.subjectsocial mediaen_NZ
dc.subjectcitizen engagementen_NZ
dc.subjectCOVID-19 Pandemic, 2020-en_NZ
dc.titleA content analysis of social media usage by local governments in New Zealanden_NZ
dc.typeMasters Dissertationen_NZ
dc.rights.holderAuthoren_NZ of Applied Managementen_NZ Institute of Technology (SIT)en_NZ
dc.subject.marsden440809 New Zealand government and politicsen_NZ
dc.subject.marsden440701 Communications and media policyen_NZ
dc.subject.marsden440802 Citizenshipen_NZ
dc.subject.marsden35 Commerce, management, tourism and servicesen_NZ
dc.identifier.bibliographicCitationSilva, R. de A. e. (2021). A content analysis of social media usage by local governments in New Zealand. (Unpublished document submitted in partial fulfilment of the requirements for the degree of Master of Applied Management). Southern Institute of Technology (SIT), New Zealand.
unitec.institutionSouthern Institute of Technology (SIT)en_NZ
dc.contributor.affiliationSouthern Institute of Technology (Invercargill, N.Z.)en_NZ
unitec.publication.placeNew Zealanden_NZ
unitec.advisor.principalTan, Kylie

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