EVALUATION OF SOCIAL NETWORKING SITES USAGE IN SLOVENIAN MINISTRIES AND GOVERNMENT

Družbena omrežja so odličen kanal za zagotavljanje informacij in določenih storitev, zato je pomembno, da so organizacije javne uprave prisotne na tovrstnih omrežjih in da jih aktivno uporabljajo. Družbena omrežja omogočajo dvosmerno komunikacijo med organizacijami javne uprave in državljani. Po družbenih omrežjih lahko organizacije javne uprave informirajo državljane o svojem delu in o drugih pomembnih informacijah ter dobijo povratne informacije od državljanov. V diplomskem delu so predstavljena družbena omrežja (predvsem Facebook, Twitter, Instagram in YouTube, saj so po številu uporabnikov v Sloveniji uvrščeni v sam vrh), dosedanja raziskovalna prizadevanja na področju družbenih omrežij v javni upravi, smernice za uporabo družbenih omrežij tujih držav in vodnik za učinkovito vladno komuniciranje v Sloveniji. V okviru diplomskega dela je bila pripravljena metodologija za merjenje uporabe družbenih omrežij. Na osnovi metodologije je bila opravljena analiza uporabe družbenih omrežij na slovenskih ministrstvih in v vladi. Ugotovljeno je bilo, v kolikšni meri državne institucije uporabljajo družbena omrežja in na kakšen način. Preverjeno je bilo, ali slovenska ministrstva in vlada v celoti izkoriščajo potenciale, ki jih ponuja družbeno omrežje Facebook. Iz rezultatov analize je razvidno, da državne institucije v premajhni meri uporabljajo družbena omrežja in da so na omrežjih premalo aktivne. Državne institucije družbena omrežja uporabljajo predvsem za enosmerno komunikacijo z drugimi uporabniki. Državne institucije državljane premalo pozivajo k sodelovanju, državljani pa so premalo aktivni pri soustvarjanju vsebine na družbenih omrežjih. Diplomsko delo predstavlja stroki dodano vrednost, saj s pomočjo literature in virov podaja pregled stanja uporabe družbenih omrežij v Sloveniji in tujini. Prav tako so predstavljene smernice za uporabo družbenih omrežij tujih držav in vodnik za učinkovito vladno komuniciranje v Sloveniji. Smernice in vodnik lahko organizacijam javne uprave koristijo pri načrtovanju uporabe družbenih omrežij.Social networking sites are an excellent channel for providing information and certain services, so it is important for public administration organizations to be present on such sites and use them actively. Social networking sites enable two-way communication between public administration organizations and citizens. Through social networking sites, public administration organizations can inform citizens about their work and other important information and get feedback from citizens. The diploma thesis presents social networking sites (especially Facebook, Twitter, Instagram, and YouTube as they are ranked among the top used in Slovenia), research efforts to date in the field of social networking sites in public administration, guidelines for use of social networking sites in foreign countries, and a guide for effective government communication in Slovenia. Within the diploma thesis, a methodology for measuring the use of social networking sites was developed. Based on the methodology, an analysis of the use of social networking sites by the Slovenian ministries and the government was conducted. It was established to what extent state institutions use social networking sites and how. It was examined whether the Slovenian ministries and the government were fully utilizing the potentials offered by the social networking site Facebook. The results of the analysis show that state institutions do not use social networking sites enough and that they are not enough active on these sites. State institutions use social networking sites primarily for one-way communication with other users. Government institutions do not invite citizens to participate too much, and citizens are too uninvolved in co-creating content on social networking sites. The diploma thesis represents an added value for the profession, as it provides an overview of the use of social networking sites in Slovenia and abroad through literature and sources. Guidelines for use of social networking sites of foreign countries and a guide to effective government communication in Slovenia are also presented. Guidelines and guide can be useful for public administration organizations in planning the use of social networking sites