Possibilities and level of use of Facebook by the State Forests

Abstract

Social media are used to create and spread content in the Internet. Because of their wide possibilities, they are used by various institutions to promote their products and campaigns. Recently the State Forests have started to use such information tools more and more willingly. Aim of presented research was to analyze and to evaluate the level of using opportunities that Facebook gives to the State Forests. Results show that more than 50% forest districts have profile on Facebook. Median of likes for the fanpage is 1295. It was observed, that profiles, which exist longer, have more fans. Also fanpages, which are characterized by a high frequency of adding posts, are more popular among Internet users. Additionally we examined the influence of number of hashtags on the profile’s success as well as engagement rate and average post length. Based on number of likes, 5 most popular fanpages were selected for separate analysis. Using the obtained results, a list of recommendations for administrators was created, which can help to more effectively conduct activities on Facebook