dc.description.abstract
[eng] The use of new technologies, especially social media, has played a vital role in government efforts to coordinate responses to extraordinary events such as the pandemic and ensure public collaboration during this unprecedented crisis (Criado, Guevara-Gómez and Villodre, 2020). These social networks have played a critical role in maintaining the functioning of societies during prolonged periods of lockdown, as well as supporting solutions across sectors and national borders (Chen et al., 2020). Government entities' use of these social networks presents a unique opportunity to approach citizens but also raises challenges and issues related to the transparency of information, the measurement of the use of these platforms and engagement rates (Santoso, Rinjany and Bafadhal, 2020).
Digital content marketing (DCM) plays a fundamental role in the context of public entities or governments, providing several benefits and opportunities in digital channels like social media. First, it allows these entities to establish effective communication with citizens, disseminating relevant and up-to-date information on government policies, programs, services and events (Henisa and Wilantika, 2022). This DCM approach provides a direct channel for message delivery and interaction with the target audience. In addition, DCM in social networks plays a prominent role in promoting citizen participation (Choi and Song, 2020). Government entities can use content strategies to foster citizen collaboration and engagement, inviting citizens to participate in surveys, public forums, and other consultation mechanisms (Santoso, Rinjany and Bafadhal, 2020). This empowers citizens and allows government entities to make more informed decisions representing community needs and wants.
Transparency and accountability are essential elements in effective governance, and social media provides an appropriate platform to foster these principles (De Blasio and Selva, 2018). Government entities can use content strategies to publish reports, statistical data, budgets, and management results, promoting openness and trust in public institutions. The availability of government information on social media allows citizens to access relevant data directly, contributing to greater transparency and strengthening the link between government and society (Rumbul, 2016). Furthermore, DCM on social networks facilitates the education and awareness of users on issues relevant to the community (Hollebeek and Macky, 2019). Government entities can use content strategies to disseminate informational and educational information, such as videos, infographics, and articles, addressing health, safety, environment, and civil rights issues. This dissemination of content allows to increase the community's knowledge and combat the scepticism related to advertising and other forms of traditional communication (Holliman and Rowley, 2014).
On the other hand, using these networks with different intentions generates a need to measure effectiveness by different means and methodologies like the engagement rate (Bonsón, Perea and Bednárová, 2019). Digital channels, by nature, are a source of much information that should be used better. This paper seeks to measure the effectiveness of the content generated by public entities in social networks such as Twitter, Facebook and Instagram to identify which factors of most significant incidence have to improve the DCM strategies used.
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