COMMUNICATION MANAGEMENT VIA FACEBOOK OF MR. CHADCHART SITTIPUNT THE GOVERNOR OF BANGKOK

This research aimed to study 1) Communication management in terms of communication policy and operational implementation through Facebook, 2) Communication management in terms of performance dissemination through Facebook, and 3) The development guidelines for Facebook communication management of Mr. Chadchart Sittipunt, Governor of Bangkok. This study employed a mixed-methods research approach. The qualitative research collected data through in-depth interviews with 21 key informants and focus group discussions with 20 participants. The quantitative research collected data from a survey of 400 Bangkok residents. Data were analyzed using frequency, percentage, mean, and standard deviation. The findings revealed that: 1) Communication management through Facebook was based on key principles, including sincerity, transparency, and consistency. 2) Communication management for disseminating work performance follows a systematic process, consisting of data collection from multiple agencies, planning content dissemination appropriate to context and target audiences, and evaluating communication outcomes based on reach, engagement, and public feedback. The feedback is then used to continuously improve communication practices. 3) The development guidelines for communication management through Facebook emphasize a systematic and continuous cyclical process, with citizens as the center of communication. This approach enhances transparency, credibility, and efficiency in public administration in the digital era, and can serve as a guideline for improving social media communication of government agencies to achieve effectiveness and sustainability.