Atividade virtual no Facebook: comparando prefeituras gaúchas a partir de fatores demográficos, financeiros e políticos

Abstract

Society has been demanding greater participation of public organizations in the management and stricter monitoring of the quality of services, creating the need for new ways of bringing governments closer to society, and with social networks being a means of communication between these actors. So this study aimed to compare the average virtual activity of Rio Grande do Sul municipalities on Facebook considering demographic, financial and political factors. For this purpose, 60 municipalities in the Rio Grande do Sul were investigated. Data analysis was performed using descriptive statistics, Kolmogorov-Smirnov test, t-test for independent samples and Mann-Whitney test. The main results indicate that for the municipalities of Rio Grande do Sul, the virtual activity on Facebook, on average, is different according to the number of page fans, the population size, the number of elderly people, the number of people with higher education, the economic capacity and electoral participation of municipalities (p 0.05). Municipal managers can use these results to develop new publishing practices on their social networks, capable of promoting activities that cover the public service more dynamically and attractively.