Public Engagement via Social Media Content: An Organisational Communication Aspect

Despite the increasing need for social media insights, comprehensive and methodologically rigorous Social Media Analytics (SMA) projects remain rare. This paper presents how public engagement in Canada used social media content for communication at an organisational level within the Canadian Defense, specifically analysing data from X (formerly Twitter) and Facebook accounts of the Canadian Armed Forces (CAF). It highlights the significance of SMA in comprehending public engagement, spotting potential issues and opportunities, and guiding decision-making. The findings demonstrate that SMA can enhance the effectiveness of social media campaigns and influence the overall reputation and image of governmental organisations. However, the study also recognises challenges, including the demand for skilled analysts.