Characteristics of Communication through Online Social Networks in Central Public Institutions in Romania

Abstract

This paper examines how central public institutions in Roma­nia use social media to communicate with citizens. The study investigates how these institutions use Facebook to engage with their target audienc­es and what factors influence the number of followers they have. The re­search methodology involves examining the activity of the Facebook pag­es of these institutions. The findings reveal significant differences in fan en­gagement across different pages. Moreover, post types and frequency do not have a high impact on page growth compared to the number of shares. The results highlight that although there is a communication plan in place by the central public administration in Romania, there is no uniform com­munication across the ministries.