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Articles 181 - 181 of 181
Full-Text Articles in Public Affairs
Tweeting In Public: How Florida's Public Information Officers Use Twitter To Engage The Publics They Serve, Jessica B. Scott
Tweeting In Public: How Florida's Public Information Officers Use Twitter To Engage The Publics They Serve, Jessica B. Scott
UNF Graduate Theses and Dissertations
This study expands Twitter interactivity research in the area of public relations. A content analysis of tweets from public information Twitter accounts in Florida counties examines the degree to which county public information officers interact with the publics on Twitter. Engagement on Twitter is examined using a coding scheme adapted from previous research (McMillan, 2002; Otterbacher, Shapiro, & Hemphill, 2012; Parmelee & Deeley, 2017), which is a more sophisticated measure of interactivity than merely counting the presence of replies and retweets. Findings indicate that when public information officers engage in mutual discourse, or the exchange of information in two-way communication, …