Effectiveness Of Using Social Media For Public Relations Of Local Administrative Organizations Case Study: Lamphun Municipality, Muang District, Lamphun Province

Abstract

The objectives of this research article are 1. To study the process of public relations through online and offline formats. 2. To study the effectiveness of the use of social media and public   relations. 3. This research is a qualitative research using in-depth interview methods and group discussions. elder Local villagers, school children, and the study of information from  documents related to Lamphun Municipality.

The results of the research show that the process of conducting public relations through online and offline formats. It is another strategy to promote public relations through various activities. Both online and offline formats are intended to convey the goals and objectives of the municipality that they want to communicate to the community. Therefore, it is necessary to choose the media that best meets the target audience of the plan. In addition, with the technology of new and more modern media. As a result, the current communication channels are numerous and diverse. Therefore, the forms of media are also diverse. Therefore, the municipality recognizes the importance of the process of conducting public relations through social media and offline, as well as reaching the target group to perceive the information that the municipality wants to communicate. Therefore, public relations through social media and offline is another important operational process.

The effectiveness of using social media for public relations The use of social media in the public relations work of Lamphun Municipality found that  there was still a lack of planning for public relations with social media. The sender sends out a message, which does not determine the time and age range that is suitable for the recipient. The targeting is not clear. Lack of continuity There is a form of content and language that is too formal and difficult to understand. In addition, the awareness of information from community leaders. The head of the house is still concentrated in a small group. People in the area can receive news faster than offline publicity because everyone in the area can follow the news and photos of activities, as well as the services announced by the municipality through Facebook, Lamphun City Website In case some target groups do not have access to social media, such as the elderly. Internet users Therefore, online publicity alone cannot be done. The municipality has solved the problem by using offline media to participate, such as carrying out the mission of providing public services. In the area to serve the public, education, Create understanding for local people to know information in the right direction. Timely events and public relations through voice calls.

Strengths, Cons and Strategies for Using Social Media for Public Relations It was found that the municipality used a SWOT analysis  because it was considered to cover a wide range of factors by identifying  Under  the SWOT  analysis, the internal and external environment were analyzed, as well as a public relations strategy was formulated by dividing the strategy into 4Rs  to increase the capacity of public relations work to meet the operational policies of the municipality.