Efficiency of Social Media Production by the Public Relations Office of Suphanburi Province

Abstract

The objectives of this research are 1) the process of producing social media content by the Public Relations Office of Suphanburi Province, 2) the factors affecting the effectiveness of social media content production by the Public Relations Office of Suphanburi Province, and 3) the strategies for improving the effectiveness of social media content production by the Public Relations Office of Suphanburi Province. A qualitative research method was employed, with data collected through in-depth interviews with 3 key personnel involved in the production of social media content at the Public Relations Office of Suphanburi Province: the Public Relations Officer of Suphanburi Province, an experienced public relations officer, and an administrative officer. A purposive sampling method was used, and the data were analyzed using content analysis. The research results found that 1) The process of producing social media content at the Public Relations Office of Suphanburi Province is quite clear. It starts with content definition, analysis, summarization, production planning, execution, publication, and follow-up, which is a comprehensive and systematic process. 2) Factors affecting the effectiveness of social media content production include: 1. Support in terms of tools and software, having programs that provide full functionality; 2. Skills and expertise of personnel, with training in design, content writing, or video editing, which will enhance work efficiency. Having a sufficient number of personnel to handle the workload helps reduce the burden on each individual and allows for greater content production; 3. Resources must be adequate for the amount of work, and personnel should have the necessary skills, knowledge, and expertise for content production. 3) Strategies for improving the effectiveness of social media content production include: 1. Developing personnel skills by training staff to use relevant social media programs efficiently and utilize various platforms; 2. Improving work processes by clearly defining each person's scope of work, allowing them to focus fully on their responsibilities and enhancing work agility and efficiency; 3. Developing content by producing engaging and attractive content that draws viewers in and encourages them to follow.