The Impact of Digital Strategies on Public Engagement: Analysis of the Romanian Government's Facebook Activity (2020-2024)

Abstract

This study examines the Romanian Government's utilization of Facebook as a digital engagement instrument between 2020 and 2024, with a particular emphasis on important occurrences such as the Covid-19 pandemic and national elections. By examining data from Fanpagekarma.com, including metrics such as post frequency, audience interactions (likes, comments, shares), and sentiment, the research assesses the efficacy of digital strategies in fostering public engagement. The findings illustrate that Facebook played a important role in facilitating communication during pivotal periods, with heightened engagement during the pandemic reflecting the public's demand for timely and transparent information. The results of the sentiment analysis indicated that content that evoked positive emotions, particularly messages expressing care and empathy, was instrumental in maintaining public trust. However, as the crises stabilized, engagement levels declined, indicating a need for more adaptive and responsive communication strategies. This study contributes to the existing literature on digital governance by highlighting the impact of social media on government-citizen relations. The results underscore the importance of tailoring communication strategies to evolving public needs, utilizing emotionally engaging content to sustain interaction and trust. These insights offer practical implications for governmental communication strategies, emphasizing the need for agility and emotional resonance in digital interactions, particularly during times of uncertainty and crisis.