Abstract

SILVA, Adriano Santos Rocha; DALTRO, Emmanuelle Fonseca Marinho de Anias; SANTOS, Ernani Marques dos  and  OLIVEIRA, José Henrique Paraguassu. Social media in public sector: a study about the use of Facebook by municipalities in the Reconcavo region in the Bahia State, Brazil. TMStudies [online]. 2015, vol.11, n.2, pp.174-181. ISSN 2182-8458.  https://doi.org/10.18089/tms.2015.11221.

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.

Keywords : Social media; public sector; Facebook; Bahia Recôncavo Area; Brazil.

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