The Effect of Post Type and Post Category on Citizen Interaction Level on Facebook: The Case of Metropolitan and Provincial Municipalities in the Marmara Region of Turkey

  • Mehmet Zahid SobacıEmail author
  • İbrahim Hatipoğlu
  • Mehmet Fürkan Korkmaz
Part of the Public Administration and Information Technology book series (PAIT, volume 29)


Local governments use social media tools to inform citizens, promote themselves to their audiences, collect feedback from citizens and use this feedback as input in the process of improving public services and policies. To achieve these goals, local governments need to reach out to the greatest number of people using a successful communication strategy. Post characteristics such as post type and category have an effect on the number of citizens reached by local governments and the amount of feedback received from them (such as the number of reactions, comments and shares). Therefore, the basic research question of the present study is as follows: What type and content of posts would help local governments increase the level of interaction with their citizens? In this context, this chapter aims to analyze the relationship between the types and categories of Facebook posts sent by the metropolitan and provincial municipalities in the Marmara Region of Turkey and the level of citizen interaction. In this study, the methods of content analysis and the Kruskal-Wallis test are used. The results of our analysis reveal that there is a significant relationship between post type and post category and citizen interaction level.


  1. Bhattacharya, S., Srinivasan, P., & Polgreen, P. (2017). Social media engagement analysis of U.S. Federal health agencies on Facebook. BMC Medical Informatics and Decision Making.
  2. Bonsón, E., Royo, S., & Ratkai, M. (2015). Citizens’ engagement on local governments’ Facebook sites. An empirical analysis: The impact of different media and content types in Western Europe. Government Information Quarterly, 32(1), 52–62.CrossRefGoogle Scholar
  3. Chu, H., & Xu, C. (2009). Web 2.0 and its dimensions in the scholarly world. Scientometrics, 80(3), 717–729.CrossRefGoogle Scholar
  4. Criado, J. I., Sandoval-Almazan, R., & Gil-Garcia, J. R. (2013). Government innovation through social media. Government Information Quarterly, 30(4), 319–326.CrossRefGoogle Scholar
  5. Cvijikj, I. P., & Michahelles, F. (2011). A case study of the effects of moderator posts within a Facebook brand page. In A. Datta, S. Shulman, B. Zheng, A. Sun, & E. P. Lim (Eds.), Social informatics: Third international conference (pp. 161–170). Verlag Berlin Heidelberg: Springer.CrossRefGoogle Scholar
  6. Cvijikj, I. P., & Michahelles, F. (2013). Online engagement factors on Facebook brand pages. Social Network Analysis and Mining, 3(4), 843–861.CrossRefGoogle Scholar
  7. De Vries, L., Gensler, S., & Leeflang, P. S. H. (2012). Popularity of brand posts on brand fan pages: An investigation of the effects of social media marketing. Journal of Interactive Marketing, 26(2), 83–91.CrossRefGoogle Scholar
  8. Facebook. (2017). Retrieved October 25, 2017 from
  9. Golbeck, J., Grimes, J. M., & Rogers, A. (2010). Twitter use by the U.S. Congress. Journal of the American Society for Information Science and Technology, 61(8), 1612–1621.Google Scholar
  10. Hofmann, S., Beverungen, D., Räckers, M., & Becker, J. (2013). What makes local governments’ online communications successful? Insight from a multi-method analysis of Facebook. Government Information Quarterly, 30(4), 387–396.CrossRefGoogle Scholar
  11. Hrdinová, J., Helbig, N., & Stollar Peters, C. (2010). Desining social media policy for government: Eight essential elements. New York: Center for Technology in Government.Google Scholar
  12. Java, A., Song, X., Finin, T., & Tseng, B. (2007). Why we Twitter: Understanding microblogging usage and communities. In Proceedings of the 9th WebKDD and 1st SNA-KDD 2007 workshop on web mining and social network analysis (WebKDD/SNA-KDD '07) (pp. 56–65). New York: ACM.CrossRefGoogle Scholar
  13. Köseoğlu, Ö., & Tuncer, A. (2016). Desining social media policy for local governments: Opportunities and challenges. In M. Z. Sobaci (Ed.), Social media and local government (pp. 23–36). New York: Springer.CrossRefGoogle Scholar
  14. Kwok, L., Zhang, F., Huang, Y. K., Yu, B., Maharabhushanam, P., & Rangan, K. (2015). Documenting business-to-consumer (b2c) communications on Facebook: What have changed among restaurants and consumers? Worldwide Hospitality and Tourism Themes, 7(3), 283–294.CrossRefGoogle Scholar
  15. Luarn, P., Lin, Y. F., & Chiu, Y. P. (2015). Influence of Facebook brand-page posts on online engagement. Online Information Review, 39(4), 505–519.CrossRefGoogle Scholar
  16. Martin, A. S., De Rosario, A. H., & Caba Pérez, M. D. C. (2015). Using Twitter for dialogic communication: Local government strategies in the European Union. Local Government Studies, 41(3), 421–444.CrossRefGoogle Scholar
  17. Meijer, A., Koops, B., Pieterson, W., Overman, S., & Ten Tije, S. (2012). Government 2.0: Key challenges to its realization. Electronic Journal of e-Government, 10(1), 59–69.Google Scholar
  18. Mergel, I. (2013a). Social media in public sector: A guide to participation, collaboration and transparency in networked world. San Francisco: Jossey-Bass.Google Scholar
  19. Mergel, I. (2013b). A framework for interpreting social media interactions in public sector. Government Information Quarterly, 30(4), 327–334.CrossRefGoogle Scholar
  20. Mosberger, K., Wu, Y., & Crawford, J. (2013). Connecting citizens and local governments? Social media and interactivity in major U.S. cities. Government Information Quarterly, 30(4), 351–358.CrossRefGoogle Scholar
  21. Norris, D. F., & Reddick, C. G. (2013). Local e-government in the United States: Transformation or incremental change? Public Administration Review, 73(1), 165–175.CrossRefGoogle Scholar
  22. O’Reilly, T. (2007). What is web 2.0: Design patterns and business models for the next generation of software. Communication & Strategies, 65(1), 17–37.Google Scholar
  23. Oliveria, G. H. M., & Welch, E. W. (2013). Social media use in local governments: Linkage of technology, task, and organizational context. Government Information Quarterly, 30(4), 397–405.CrossRefGoogle Scholar
  24. Rieder, B. (2013). Studying Facebook via data extraction: The Netvizz application. In WebSci13 proceedings of the 5th annual ACM web science conference (pp. 346–355). New York: ACM.CrossRefGoogle Scholar
  25. Sandoval-Almazan, R., Gil-Garcia, J. R., Luna-Reyes, L. F., Luna-Reyes, D. E., & Díaz-Murillo, G. (2011). The use of web 2.0 on Mexican state websites: A three-year assessment. Electronic Journal of e-Government, 9(2), 107–121.Google Scholar
  26. Sobaci, M. Z. (2016). Social media and local governments: An overview. In M. Z. Sobaci (Ed.), Social media and local government (pp. 3–21). New York: Springer.CrossRefGoogle Scholar
  27. Sobaci, M. Z., & Eryigit, K. Y. (2015). Determinants of e-democracy adoption in Turkish municipalities: An analysis for spatial diffusion effect. Local Government Studies, 41(3), 445–469.CrossRefGoogle Scholar
  28. Sobaci, M. Z., & Hatipoglu, İ. (2017). Facebook aracılığıyla Türkiye’de belediye-vatandaş etkileşiminin ölçülmesi: Büyükşehir ve il belediyeleri bağlamında ampirik bir analiz. Ankara Üniversitesi SBF Dergisi, 72(3), 689–713.CrossRefGoogle Scholar
  29. Sobaci, M. Z., & Karkin, N. (2013). The use of twitter by mayors in Turkey: Tweets for better public services? Government Information Quarterly, 30(4), 417–425.CrossRefGoogle Scholar
  30. (2017). Retrieved November 20, 2017, from
  31. Trefzger T. F., Baccarella C. V., & Voigt K. I. (2016). Antecedents of brand post popularity in Facebook: The influence of images, videos, and text. In Proceedings of the 15th International Marketing Trends Conference, January 21–23, Venice, Italy.Google Scholar
  32. Yoo, K. H., & Lee, W. (2015). Use of Facebook in the US heritage accommodations sector: An exploratory study. Journal of Heritage Tourism, 10(2), 191–201.CrossRefGoogle Scholar
  33. YouTube. (2017). Retrieved October 20, 2017, from
  34. Zheng, L., & Zheng, T. (2014). Innovation through social media in the public sector: Information and interactions. Government Information Quarterly, 31(Supplement 1), 106–117.CrossRefGoogle Scholar

Copyright information

© Springer International Publishing AG 2018

Authors and Affiliations

  • Mehmet Zahid Sobacı
    • 1
    Email author
  • İbrahim Hatipoğlu
    • 1
  • Mehmet Fürkan Korkmaz
    • 1
  1. 1.Department of Political Science and Public Administration, Faculty of Economics and Administrative SciencesUludağ UniversityBursaTurkey

Personalised recommendations