An Analysis of the Application of Social Media for Corporate Communications Among Local Administrative Organizations in Khon Kaen Province
Keywords:
Corporate Communication, Digital Government, Local Administrative Organization,, Social MediaAbstract
This study aims to examine and compare the use of social media for organizational communication among local government organizations in Khon Kaen Province. A qualitative research approach was employed, with data collected from the Facebook pages of eight local government organizations and analyzed using qualitative content analysis. The findings indicate substantial variations in social media use for organizational communication across different levels of local government. Lower-tier local government organizations—particularly certain town municipalities, subdistrict municipalities, and subdistrict administrative organizations—tend to emphasize posts related to public service delivery and rapid responses to local issues. In contrast, upper-tier local government organizations, such as provincial administrative organizations, as well as lower-tier organizations in the category of city municipalities, primarily focus on content promoting quality of life and the management of organizational functions and missions. Furthermore, the results reveal that the outcomes of social media use are not necessarily associated with organizational size. In some cases, lower-tier local government organizations in the town municipality category were able to generate higher levels of public engagement than upper-tier organizations, such as provincial administrative organizations, and lower-tier city municipalities, as reflected in significantly higher numbers of comments and shares. Accordingly, local government organizations should develop social media strategies that are aligned with their specific organizational contexts and foster sustainable public participation through content that effectively addresses community-level needs.
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