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.
Marketing, social, media, city, engagement, promotion, content
Bakshy, E., Rosenn, I., Marlow, C., Adamic, L. The Role of Social Networks in Information Diffusion. Proceedings of ACM WWW, 2012.
Braun, E., Kavaratzis, M., Zenker, S. “My city – my brand: the different roles of residents in place branding.” Journal of Place Management and Development, Vol. 6 (2013): 18–28.
Bright, L.F., Kleiserb, B.S., Grau, L.S. “Too much Facebook? An exploratory examination of social media fatigue.” Computers in Human Behavior, Vol. 44 (2015): 148–155.
Bruns, A. Blogs, Wikipedia, Second Life, and Beyond: From Production to Produsage. New York: Peter Lang, 2008.
Chu, S., Kim, Y. “Determinants of consumer engagement in electronic word-of-mouth (eWOM) in social networking sites.” International Journal of Advertising, Vol. 30 (2011): 47–75.
Couldry, N. Media, Society, World: Social Theory and Digital Media Practice. New York: Polity, 2012.
Czornik, M. “Miasto i jego produkty.” Studia Ekonomiczne, nr 147 (2013): 36–52.
“Digital in 2016 – Poland.” Web. 10 April 2016 http://smmeasure.eu/liczby-polskiego-internetu-2016/
Dunkels, E. Youth Culture and Net Culture: Online Social Practices. Harshley: IGI Global, 2010.
Effing, J., Hillegersberg, J., Huibers, T. Social Media and Political Participation: Are Facebook, Twitter and YouTube Democratizing Our Political Systems? International Conference on Electronic Participation ePart, 2011.
Evans, D. Social Media Marketing: An Hour a Day. New York: John Wiley & Sons, 2010.
Guzowski, R. Administracja publiczna w mediach społecznościowych. Wrocław: Presscom, 2015.
Jefferson, S., Tanton, S. Valuable Content Marketing: How to Make Quality Content Your Key to Success. London: Kogan Page Publishers, 2015.
Kavaratzis, M. “From city marketing to city branding: Towards a theoretical framework for developing city brands.” Place Branding, Vol. 1 (2004): 58–73.
Kayaa, T., Bicenb, H. “The effects of social media on students’ behaviors; Facebook as a case study.” Computers in Human Behavior, Vol. 59, (2016): 374–379.
Kotler, P., Kartajaya, H., Setiawan, I. Marketing 3.0: From Products to Customers to the Human Spirit. New York: John Wiley & Sons, 2010.
Lieb, R. Content Marketing: Think Like a Publisher – How to Use Content to Market Online and in Social Media. Indianapolis: Que Publishing, 2011.
Luttrell, R. Social Media: How to Engage, Share, and Connect. Lanham: Rowman & Littlefield, 2016.
Mangold, G.W., Faulds, J.D. “Social media: The new hybrid element of the promotion mix.” Business Horizons, Vol. 52 (2009): 357–365.
McLaughlin, C., Davenport, L. Brand Community Success Factors: A study of two Facebook brand community features. American Academy of Advertising. Conference. Proceedings, American Academy of Advertising, 2010.
Plowman, K.D., Wenchel, B. The Social Media Communication Matrix: A New Direction in Public Relations. New York: Business Expert Press, 2015.
Ramo, D.E., Prochaska, J.J. “Broad Reach and Targeted Recruitment Using Facebook for an Online Survey of Young Adult Substance Use.” Journal of Medical Internet Research, Vol. 14 (2012): 58–64.
Reynolds, M. Personal Branding with Social Media, Boston: eBookIt.com, 2013.
“Twitter Trends 03.2016” Sotrender Blog. Web. 10 April 2016 https://www.sotrender.pl/trends/twitter/reports/201603/categories; accessed on 30.04.2016.
West, R., Turner, L.H. Understanding Interpersonal Communication: Making Choices in Changing Times, Boston: Cengage Learning, 2008.
Wieczorek, M., “Fanpage Trends luty 2016” Sotrender Blog. Web. 10 April 2016 https://blog.sotrender.com/pl/2016/03/fanpage-trends-luty-2016/
Yong Jin, D. Digital Platforms, Imperialism and Political Culture. London: Routledge, 2015.
Zawada, D. “Miasto jako produkt skumulowany.” Prace Naukowe Uniwersytetu Ekonomicznego we Wrocławiu, nr 320 (2013): 216–225.