Municipal Social Media Governance

Organizational Anchoring, Competency Profiles, and Artificial Intelligence Capability

DOI: https://doi.org/10.35765/pk.2026.5403.15
Keywords: social media governance, local government, municipalities, Facebook, public management, formalization, artificial intelligence

Abstract

Social media have become a routine component of communication in Polish municipalities, yet research has focused more often on platform presence than on the organisational conditions under which this communication is managed. This article examines municipal social media governance, with particular attention to organisational anchoring, operational capacity, formalisation, measurement maturity, response practices in challenging situations, and declared readiness to use AI-based tools. The study is based on a nationwide CAWI survey conducted in the fourth quarter of 2023 among 1,793 municipalities, representing 72.4% of the population. Most respondents (86.1%) reported using social media, with Facebook clearly dominating; therefore, the detailed analyses were conducted within the Facebook module (N = 1,465). Three composite indicators were applied: the Operational Capacity Index (OCI), the Formalization Index (FI), and the Measurement Maturity Index (MMI). The results show that models of organisational anchoring are associated with differences in OCI, FI, and MMI. Regression models controlled for municipality type and demographic-financial characteristics. Formalisation is associated with a greater likelihood of performance measurement, while measurement, rather than the mere existence of a communication strategy, co-occurs with more frequent proactive moderation practices. In communication on high-stakes community issues, dialogic objectives are the strongest predictor of including Facebook among preferred communication channels, while image-building objectives are also positively associated with this outcome. Perceived Facebook effectiveness is associated with both communicative objectives and governance maturity. Declared readiness to use AI is associated with measurement maturity, formalisation, and support from municipal authorities, whereas actual AI use is associated primarily with measurement maturity and leadership support. Operational capacity does not emerge as an independent predictor of AI-related outcomes. The findings suggest that municipal social media management is best understood as a governance issue rather than merely a matter of platform presence.

Author Biographies

Waldemar Rydzak, Poznań University of Economics and Business

PhD, is an Associate Professor at the Poznań University of Economics and Business, specializing in strategic communication and public relations. His research focuses on crisis communication, corporate reputation, and the role of information in contemporary economies. He is the author and editor of several monographs and numerous peer-reviewed publications, including articles in international journals with impact factors. His work covers both theoretical and empirical aspects of communication, digital transformation, and information management. He has contributed to international research collaborations, including the European Communication Monitor. His research integrates academic inquiry with applied perspectives on communication management.

Małgorzata Magdalena Hybka, Poznań University of Economics and Business

PhD, is an Associate Professor at the Poznań University of Economics and Business, specializing in public finance. She obtained her habilitation degree in Finance in 2011 and has since developed an extensive academic and administrative profile. She has served as Head of the Department of Public Finance and currently leads the Postgraduate Studies in Taxation and Tax Advising. She was a co-initiator and the first coordinator of the English-language Bachelor’s and Master’s programmes in Finance at PUEB. Her research interests include comparative taxation, international finance, behavioural economics, and political economy. Her work combines academic research with engagement in curriculum development and higher education management.

Jacek Trębecki, Poznań University of Economics and Business

PhD, is a Lecturer and researcher at the Poznań University of Economics and Business, Department of Information Economics. He is the author of numerous scientific publications and a member of several international research teams. His research interests focus on the behavioural aspects of communication, including internal communication, social media, the effects of AI, and local government communication. He combines academic work with applied research and collaboration with public institutions. His work addresses contemporary challenges in communication management. He is actively involved in interdisciplinary research initiatives.

Małgorzata Tadeusz-Ciesielczyk , Adam Mickiewicz University Poznań

PhD, is an Assistant Professor, researcher, and practitioner specializing in behavioural science, communication, and public speaking. Her work focuses on the application of behavioural insights to security, communication effectiveness, and professional interactions. She leads interdisciplinary initiatives integrating research, training, and advisory activities, including collaboration with international institutions. Her expertise covers nonverbal communication, stress management, and behavioural analysis in high-stakes environments. She actively develops educational programs and delivers training for business and public sector professionals. Her work bridges academic research with practical applications in communication, leadership, and personal branding.

Agnieszka Marzęda, University of Warsaw

PhD, is a Lecturer at the University of Warsaw specializing in social communication and public relations, with a background in marketing and PR. She has over 20 years of experience in the publishing industry, including serving as a Publishing Director. Her research and professional interests focus on digital marketing, self-publishing, and the use of new technologies in business. Her work spans communication strategy, marketing, and e-commerce. She combines academic teaching with practical implementation and collaboration with industry partners. She is also engaged in supporting emerging talent and innovation in the publishing sector.

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PK-54
Published
2026-09-30
How to Cite
[1]
Rydzak, W., Hybka, M.M., Trębecki, J., Tadeusz-Ciesielczyk , M. and Marzęda, A. 2026. Municipal Social Media Governance: Organizational Anchoring, Competency Profiles, and Artificial Intelligence Capability. Perspectives on Culture. 54, 3 (Sep. 2026), 253-290. DOI:https://doi.org/10.35765/pk.2026.5403.15.
Issue
Vol. 54 No. 3 (2026): Contemporary Media Management: A Multidimensional Approach to Social, Political, and Technological Contexts
Section
Managing Social Media

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