Interactions on government Facebook pages: an empirical analysis

There is a growing body of research on government use of Facebook (FB) and citizen engagement; however there is a paucity of empirical research that identify the extent of agency and audience engagement on government FB pages. Little is known if different types of agencies engage differently in FB. Based on a large-scale world-first empirical analysis of over 145 federal government FB pages, this article presents insights on online participation in terms of government posts and citizen interactions observed over three years (2013-2016) across different types of agencies (i.e. operational, policy, regulatory and specialist). Preliminary findings show convincing agency and audience engagement on FB pages as a platform for sharing and communicating. However there are differences among the agencies in terms of audience and agency engagement relative to post activity and interactions. The findings have implications for federal government agencies, both from benchmarking and capability building perspectives.