Features to Improve The Interactivity of Government’s Post on Social Media

Abstract

This study elaborates measurements of interactivity on social media as well as describes the predictors that can strengthen the interactivity of government’s post on Facebook and Twitter account. A content analysis was conducted on 143 posts and 313 tweets over one of government’s official account. The result shows a significant predictor of interactivity from content features both on Facebook and Twitter is the topic of posts or tweets. The topic that generally has a positive influence on the overall type of interactivity and breadth of interactivity both on Facebook and Twitter is the topic of public service advertising. A significant predictor of interactivity from the structural features on Facebook is the hashtag while significant predictors of interactivity from structural features on Twitter are multimedia elements and external links.