THE CHALLENGES AND OPPORTUNITIES OF ENTERING THE SOCIAL MEDIA SPHERE: A CASE STUDY OF POLISH CITIES Cover Image

THE CHALLENGES AND OPPORTUNITIES OF ENTERING THE SOCIAL MEDIA SPHERE: A CASE STUDY OF POLISH CITIES
THE CHALLENGES AND OPPORTUNITIES OF ENTERING THE SOCIAL MEDIA SPHERE: A CASE STUDY OF POLISH CITIES

Author(s): Michał Sędkowski
Subject(s): Economy, Business Economy / Management, Marketing / Advertising
Published by: Wydawnictwo Uniwersytetu Łódzkiego
Keywords: Marketing; social; media; city; engagement; promotion; content

Summary/Abstract: The social media sphere is growing in Poland as more and more people embrace the new ways of communication. Cities in Poland are also slowly catching up with the social media revolution as all 16 provincial cities are present on Facebook. Profiles are static in nature and have problems with engaging the audience in any kind of meaningful conversation. The purpose of this article is to indicate the key challenges that cities are facing while entering the social sphere. Official profiles of all provincial cities in Poland will be analysed to highlight possible ways of improving their digital image.

  • Issue Year: 19/2017
  • Issue No: 1
  • Page Range: 143-158
  • Page Count: 16
  • Language: English
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