Intelligent Management and Artificial Intelligence: Trends, Challenges, and Opportunities, Vol.2

Purpose: The aim of the study is to assess the effectiveness of communication strategies employed by municipal offices in smart cities in Poland between 2020 and 2022. Particular attention was given to the use of social media in engaging residents. Need for the Study: Effective communication between cities and citizens is crucial for implementing the smart city concept. Given the increasing role of digital communication tools, it is necessary to identify best practices for interacting with residents and measuring the effectiveness of communication strategies. Methodology: The study is based on a taxonomic analysis using the zero-unitarization method. Social media data from cities in Poland were evaluated, classifying their communication strategies based on four categories of posts: e-services, ex-ante information, ex-post information, and promotional photo content. The implementation of city-resident communication strategies was assessed using constructed synthetic measures. Findings: The analysis revealed significant differences in communication effectiveness among cities. Wrocław, Poznań, and Zielona Góra achieved the highest levels of resident engagement, while Szczecin lagged behind due to improper branding of the municipal office's page and irregular postings. Practical Implications: The results highlight the need for active and interactive communication, promoting two-way dialogue, and utilizing advanced AI tools to analyze residents' preferences. The findings can serve as a basis for further research on the application of AI in urban communication.