Can Facebook really be a tool for supporting citizen engagement during emergencies?

Abstract

The present study explores how Italian regions and their presidents employed Facebook during the Covid‐19 pandemic to encourage citizen engagement. To do so, it adopts quantitative methodologies. Our results show that most public actors increased their levels of social activity during the pandemic but mainly for promoting public communication and that citizens much prefer interacting with presidents. Moreover, citizen engagement was higher when posts were published during nonbusiness hours or weekends, while it decreased when posts contained photos or videos.