E. valdžia - kaip socialinio marketingo priemonė

Abstract

The point of this paper was to develop the peculiarity of possibilities in e. government as the ways and means of social marketing, which are determinated by cultural, social, political Lithuanian context. The purpose of the research was to make a summing- up of consumption of E.government instrumentality in the implementation of social ideas on Lithuanian local government level. The object of research the impact of E.government tools impact on social marketing process. During the working process there were made some investigation of theoretical material (documents, articles and others) and analysis (content analysis) of Lithuania’s municipalities websites from a social marketing viewpoint. The paper underlined the position of social ideas as new forms of influence in a process of governance, the characteristic of framework of information society, which supposes the change of the government process toward the building up social capital, the expansion of participatory democracy and e. government. The main direction of research was to explore an influence of e. government on social marketing; to find out if and how e. government can be used as a means of implementing social ideas and how e. government tools are used for social marketing in “closely” to citizen/consumer located websites of municipalities. The results of research point out, that the development of usage e.government means to social marketing in the context of cultural, social, political factors in Lithuania has a tendency for increasing to contrary of law non well – run. However, the social marketing at the moment is mostly orientated to informing citizens, one way interaction and two ways interaction have only some positions, transaction still doesn’t appear in websites of municipalities. The results of analysis denote, that local government have a trend forward the transparent administration, the increasing of activity of citizens in participating in political processes. The full scale information about municipality, strategy plans, reports of work are supplied as an evidence of this process. The results of analysis show that the dominant position belongs to a group of political social ideas and the least attention has been paid to the group of human rights. 56 % of websites create the opportunity for citizens to give the opinion on actual questions or to send questions to officials, to take part in online forums and discussions – it gives citizens the possibility to identify the social demands and for government to create and warrant the feedback and to purvey and administration services on a higher level of quality. This paper is one of first steps to the analysis of implementation of social marketing by using E.government means, ICT tools. This work has an exploratory character, due to this, to receive the results about using E.government means in formation and implementation processes on various government levels, it is necessary to make more intense and full – scale research in this area.