Wykorzystanie mediów społecznościowych przez samorządy lokalne w procesie komunikacji społecznej
The use of social media by local self-governments in the process of social communication

Summary/Abstract: The paper considers the issue of the importance of social media in marketing communications of self-government territorial units. Current citizen is no longer a passive recipient of information available on the internet but actively participates in the virtual life. Modern offices want to be closer to their customers. The question arises whether the offices focus only on the continued provision of information with limited dialogue. The objective of the paper is the attempt to answer this question and providing examples of the use of these media in practice. The quality of built relations and the possibility of dialogue with the customer are important in social media. Social media are an important change in the way of communication. The paper considers only some issues in this broad topic, as the authors intend to inspire a discussion in the presented issues. The paper uses literature analysis, comparative analysis and examples, which are the result of the desk research analysis.

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