ABSTRACT
The trend of creating an image on the Internet as a result of the announced COVID-19 pandemic has intensively embraced government and local government institutions, which have shifted some of their communication with stakeholders to social media profiles. One measure of the effectiveness of ongoing communication on social media is user activity, defined as the behaviour when encountering content. The aim of the article is to identify the determinants influencing users’ activity in social media on the official profiles of selected local government units, using an example of the Wielkopolskie Voivodeship. In addition to the effect of promoting content to the target group, local government authorities, through effective activity on official municipal profiles, deepen relations with the region’s inhabitants and stakeholders, presenting an attitude of openness, as well as strengthening the user’s identification with the brand - in this case, with the selected region. The object of the research is to determine the type, frequency and nature of user activity on local government social media profiles in relation to messages published by the authority, diversified in terms of form and type of content disseminated, taking into account the intensity of the image campaign conducted for the period 2019-2021. The study was carried out using quantitative methods based on statistical data obtained from social media. Observations of communication on local government profiles of the Wielkopolskie Voivodeship were made and a case study of the profile of selected municipalities was performed. In addition, subject scientific articles from the years 2012-2022, public information including development strategies of selected local government units were analysed in order to determine recommendations for local government authorities in the field of model image management of the commune in order to achieve measurable effects in the form of user activity, including involvement in the discussion of important events or investments for the region.
