Analysis of the Dynamic of Effectiveness of City Halls’ Social Networking Sites in Poland as a Factor in Building an Efficient Public E-Services

Purpose: A characteristic feature of each smart city is a high level of use of information and communication technology in order to increase interactivity as well as to increase the knowledge and awareness of residents. In this article, we analyse only one aspect of the smart city. We treat a city as smart when it undertakes investments in human and social capital and communication infrastructure in order to actively promote sustainable economic development. The Facebook pages of 18 voivodeship cities in Poland in 2020-2022 were analysed in order to examine the effectiveness of the information carrier, which are posts about public services. Design/Methodology/Approach: This contribution presents an evaluation of the effectiveness of building efficient communication based on information technology using the social media platform (Facebook) promoting the public e-services of main city halls in Poland for the period 2020-2022. The research is based on the DEA (Data Envelopment Analysis) and Malmquise Index methods. The aim of the article is to answer the question whether cities use information and communication technologies such as social media to increase communication with residents and build the image of the city. Findings: The results of the analysis show the current state of use of social networking sites by the offices of the largest cities in Poland. The obtained data show the dynamics of the studied phenomenon, as well as the impact of the beginning of the COVID19 pandemic on the bidding for efficient public e-services. The article develops five dynamic models based on the DEA Malmquist Index, allowing to examine the effectiveness of posts in terms of their subject matter. Practical Implications: The results of the analysis can be used to build more effective channels for the interactive exchange of knowledge and information between public institutions and citizens, as well as to effectively create knowledge and build customer relationships. The aim of the paper is to answer the question whether cities use information and communication technologies such as social media to increase communication with residents and build the image of the city. Originality/Value: The added value of the research method used is the research carried out on primary data collected on the basis of the websites of city offices in 2020-2022.