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Erschienen in:
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2018 | OriginalPaper | Buchkapitel

9. Building Public Trust in Social Media

verfasst von : Dorota Marquardt, Barbara Filipczyk, Jerzy Gołuchowski, Joanna Paliszkiewicz

Erschienen in: Managing Public Trust

Verlag: Springer International Publishing

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Abstract

In this chapter, we focus on trust as an important factor in the development of the relationship between public organizations that use Twitter and the users who follow them. Public trust is analyzed in three dimensions—competence, benevolence, and integrity—using the example of communication via Twitter during the participative budgeting process in Poland’s voivodships. We examine how trust is earned on Twitter and how the medium is used as a communication tool by politicians and public institutions. We attempt to identify patterns of building trust and the impact of this relationship on the public trust. The methods of communication used by the City Halls of voivodship capitals in Poland and/or their presidents on Twitter are identified, with a focus on the subject of the participatory budget.

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Vorheriges Kapitel Trust and Strategic Partnerships: Barriers to Developing Dynamic Capabilities in a Public Organization
Nächstes Kapitel Public Service Design and Public Trust: Conceptualizing the Sustainability
Fußnoten
1
Authors’ own study conducted among the students of University of Economics in Katowice (Paliszkiewicz and Koohang 2016).
 
2
There are 16 voivodships in Poland. However, two of those have two cities indicated as the seats of the voivodship authorities. All of the 18 cities were taken into account.
 
3
The Gunning text readability index (FOG) is calculated as follows: 0,4*[(LW/LZ) + 100*(LWT/LW)], where LW is the number of words in the text, LWT is the number of words containing more than four syllables (adjusted to the Polish language; for more information, see Gołuchowski et al. 2017b), and LZ is the number of sentences.
 
4
Program created by Tadeusz Marquardt, which split the text into sentences, sentences into words, and words into syllables.
 
5
The remaining City Halls and presidents published individual tweets; therefore, the analysis excluded such data due to the difficulty in determining the communication tendencies.
 
6
Exemplary realizations: In the hyperlink to Dziennik Zachodni: “Many people are involved in this project and my friends often ask me when it will be opened and how will it all look like. This shows that a local society has established around the issue of the water playground [Wiele osób zaangażowało się w ten projekt, a znajomi często pytają mnie, kiedy nastąpi otwarcie, jak to wszystko będzie wyglądać. To pokazuje, że wokół wodnego placu zabaw zawiązała się nawet lokalna społeczność].” Available at http://​www.​dziennikzachodni​.​pl/​wiadomosci/​katowice/​a/​wodny-plac-zabaw-w-katowicach-bedzie-gotowy-w-lipcu-wizualizacje,11933286/​.
Marcin Krupa, the President of Katowice, highlighted in a video that the participatory budget is a common initiative: https://​twitter.​com/​BOKatowice/​status/​8470047322920386​57.
The posters feature the slogan: “Maybe you already have an idea and you want to discuss it with the neighbors [A może masz już gotowy pomysł i chcesz go omówić z sąsiadami]?” Available at https://​twitter.​com/​BOKatowice/​status/​8466342631225098​24.
 
7
For example, see a video showing children’s happiness caused by the opening of a cinema (https://​twitter.​com/​Miasto_​Lodz/​status/​8369997456588431​38); the projects enumerated on the poster associated with exhibitions, city decorating, popular music, etc. (https://​twitter.​com/​Miasto_​Lodz/​status/​8416513701303623​69); and jokes (UFO and San Escobar).
 
8
It is also associated with the blurring of the boundaries between the spoken and the written language; for example, see Crystal 2002.
 
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Metadaten
Titel
Building Public Trust in Social Media
verfasst von
Dorota Marquardt
Barbara Filipczyk
Jerzy Gołuchowski
Joanna Paliszkiewicz
Copyright-Jahr
2018
Buch
Managing Public Trust

Print ISBN: 978-3-319-70484-5

Electronic ISBN: 978-3-319-70485-2

Copyright-Jahr: 2018

DOI
https://doi.org/10.1007/978-3-319-70485-2_9

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