Tapping the creative potential of the city of Kaišiadorys, Lithuania, in external communication in social networks
DOI: https://doi.org/10.3846/cs.2025.22816Abstract
This article explores how social media platforms can be used to unlock the creative potential of the city of Kaišiadorys, Lithuania. The study focuses on the external communication of creative activities through Facebook and Instagram and assesses the effectiveness of the content in attracting public attention and enhancing the city’s image. The analysis of 25 posts shows that the city’s Facebook profile has a larger audience, but both platforms lack dynamic elements, such as videos or interactive content, which could increase audience engagement. The study highlights the importance of a clear and concise message, emotional connection through storytelling and the significance of strategic partners in enhancing the city’s image and attracting visitors. The results of the study show that in order to stimulate creativity innovative content formats such as videos or play elements should be used much more.
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content analysis, creative city, engagement, external communication, Facebook, Instagram, city of Kaišiadorys (Lithuania), public relations, social mediaHow to Cite
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Copyright (c) 2025 The Author(s). Published by Vilnius Gediminas Technical University.
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