The Effectiveness of Social Software for Public Engagement

This article examines the level of diffusion of social software (SS) in Italian local administrations and the effectiveness of these technologies in supporting public engagement, focusing on the specific case of Facebook in Italian municipalities. Public engagement refers to the involvement of citizens in public decisions and public life. This activity is here analysed with respect to the support provided by SS. SS effectiveness for public engagement is explored drawing on the measurement of awareness and engagement, to evaluate the ability of the local administration to interact with citizens. The researcher conducted a website analysis on 119 Italian municipalities and their relative social presence on Facebook. The results provide evidence about the effectiveness of SS for public engagement. An SS matrix is proposed following the measurement of awareness and engagement. This model can support local administrations in planning and evaluating their SS strategy with regard to public engagement.