Język Polski
English
Objectives and forms of activity of Polish cities in social media
Piotr Zawadzki
https://orcid.org/0000-0002-7673-9675Piotr Gryszel
https://orcid.org/0000-0002-5264-3468Abstract
The article's purpose is to define the goals and forms of operation of the largest Polish cities in social media and to determine the degree of their importance in the process of marketing communication. So far, research on social media activity has focused mainly on companies. Technological and communication changes and the resulting ease of access to information meant that Polish cities faced the challenge of changing their information activity, which in recent years has been transferred to social media. The article contains a definition of social media and their classification and describes the activity of the largest Polish cities in them. Using the direct interview method, research was conducted with employees of city offices in the four largest Polish cities (Warsaw, Wrocław, Gdańsk and Kraków) responsible for managing and running official social networking sites. The source of information was secondary data obtained from the largest social networks, i.e., Facebook, Instagram, YouTube, Twitter, Linkedin and TikTok, as well as data from the "Digital 2022" report prepared by Hootsuite in February 2022. The number of followers was mainly examined. official social profiles, profiles aimed at tourists, as well as profiles of presidents of the largest Polish cities. The importance of social media in the process of communication with residents and tourists is noticed mainly by large cities. As a result, these cities are changing their activity, especially in terms of forms of communication that can enable direct contact with the recipients of the message in social media.
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This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.