Rola social media w kreowaniu wizerunku miasta na przykładzie miasta Łodzi
Role of Social Media in Creating the City Image on the Example of the City of Lodz

Summary/Abstract: Creating the image belongs to the group of communication measures where most organisations focus irrespective of the market in which they operate. Building relevant messages, inspiring, creating emotions, which are translated into specific actions, are important strategic goals. Important is also which channels should be used those messages could have appeared in addressees’ consciousness. Taking into account the fact how important is a quick access to information and a direct message thereof as well as interactiveness between the sender and receiver, ideal for this seem to be social media. Hence, an aim of considerations is to analyse how image-related measures, in this case of the image of the city of Lodz, can be implemented just with the help of social media. The article is of the nature of case description. The case illustrating implementation of the image strategy for Lodz via public portal was prepared with the use of the method of author’s participating observation in the development of the portal of Mayor of Lodz, Hanna Zdanowska, fan page and that of the city of Lodz. The described in it examples clearly indicate that creating the image via the public portal does not consist in attracting to it as big number of fans as possible but, first of all, in entailing in them the conviction that the city is open to their involvement, initiative and it is them who decide how it will be functioning. The office aims at coupling those actions into the strategy it implements with the help of inhabitants successfully. The example of implementation of the strategy called “Lodz Creates” may be great inspiration not only for similar units but also for commercial organisations.

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