Využití sociálních sítí ke komunikaci s občany: Hodnocení krajských měst v kontextu smart governance

This bachelor’s thesis examines the communication of regional capitals on social media and explores how this communication contributes to the context of smart governance. The aim of the thesis is to compare individual cities based on the indicators under review. The theoretical section explains the concepts of public administration, communication in public administration, and communication in general. It also provides a detailed explanation of the concepts of smart governance and e-government. The theoretical section includes a description of social media, the Munipolis platform, and their role in public administration. The practical section contains an analysis of regional cities’ communication via social media and the Munipolis platform, supplemented by semi-structured interviews. The analysis maps the number of followers, posts published, and the level of citizen engagement per post. Shared content is further categorized by form and focus of the message. Based on the analysis and interviews, recommendations are formulated to improve the use of social media. The results show that regional cities actively use social media, but each in a different way. Content is primarily shared to inform the public about recreational activities and current events. It is clear that the potential of these platforms is not fully utilized. Social media and Munipolis can contribute in particular to greater citizen engagement. At the same time, they offer ease of use and a wide reach for communications.