Digital Transformation and the Romanian Public Sector: Evaluating Engagement Strategies on Facebook

Abstract

The rapid evolution of technology has introduced an era of unprecedented change in both our personal and professional lives. Traditional methods of communication, service delivery, and governance have been transformed, replaced by digital tools and platforms that promise greater efficiency, transparency, and accessibility. This chapter explores the digital transformation of the Romanian public sector, focusing on how central institutions utilize Facebook for communication. It investigates strategies employed, citizen engagement levels, and factors influencing follower growth. A mixed-methods approach, incorporating content analysis and regression modeling, is used. Preliminary findings reveal differences in engagement across institutions and the importance of shareable content. The research underscores the need for a more coordinated and strategic approach to online communication in the Romanian public sector to enhance citizen engagement and service delivery in the digital age.