Use of the social networks in the public Galician Administration: an instrument of marketing 2.0?

Abstract

In this article we study the use of the social networks by the public Galician Administration: the autonomous government, the Town halls of seven cities and the County councils. We analyze the com-municative modalities on line used in the communication with the public ones, attending especially to the interactive environments of the web 2.0 and to the social networks. The used methodology is based on a survey of closed answers, on the observation and on cards of analysis of contents. The results describe the model of communication applied, the spaces with presence and participation, the modalities of communica-tion and marketing executed, the frequency of use, the interaction with the user and the establishment of bidirectional channels between issuer and audience. From this information we also examine the possible utilization of the social networks as an instrument of marketing 2.0.