Social Media in times of change: a three-period analysis of sentiment and engagement on the romanian ministry of education's online presence

Abstract

Introduction: This research investigates the role of social media in institutional communication, with a focus on its effectiveness in engaging stakeholders within the educational sector. It analyzes the impact of digital transformation on public institutions, focusing on how governments' strategic communication during the COVID-19 pandemic, the adoption of digital platforms, and Facebook's role in Romanian public administration demonstrate social media's capabilities. It highlights the effectiveness of social media in spreading information, engaging public sentiment, and enhancing communication strategies during crises. Additionally, it addresses the challenges of combating misinformation and underscores the importance of developing tailored communication strategies. Methodology: The study investigates the engagement of the Romanian Ministry of Education on social media, especially Facebook, during the pre-pandemic, pandemic, and post-pandemic periods. It aims to discern shifts in communication strategies and public engagement by analyzing posting frequency, engagement rates, sentiment analysis, and reaction types, employing tools like Fanpagekarma and RStudio for data collection and analysis. Results: The analysis indicates an uptick in post frequency by the Ministry of Education during the pandemic, with sentiment analysis revealing a consistently positive tone. This suggests a strategic shift towards more optimistic messaging. Engagement rates showed considerable variation pre-pandemic but stabilized during and after the pandemic, indicating effective content resonance with the audience. Conclusions: The study underscores the significant role of social media in crisis communication, evidenced by increased engagement and strategic positive messaging. It recommends institutions continue utilizing social media for flexible communication strategies, suggesting that a balance of optimistic messaging with transparent discussions about challenges can boost public trust and engagement, aiding in the development of a well-informed and resilient society.