A Comparison of the Use of Facebook by the Slovak and International Public Service Media

These platforms serve as information channels while also allowing audiences to react to content through comments, shares, or likes. Public service media are established to promote culture and public awareness, with a primary mission to educate and inform, while striving to engage a wide audience. It is therefore important for public service media to maintain an active presence on social media. Through these digital platforms, they can ensure continuous interaction with their audiences, engage in two-way communication, and extend their reach. Social media also offers them the opportunity to attract new followers and effectively promote their services. This study aims to examine the extent to which the Slovak public broadcaster, Rozhlas a televízia Slovenska (hereinafter "RTVS")*, uses the social media platform Facebook. The research also aims to compare RTVS's Facebook engagement with that of the British Broadcasting Corporation (BBC). The analysis focuses on differences in communication approaches, content strategies, and audience interactions within a selected time frame. The study primarily examines metrics such as follower counts, daily frequency of shared posts, posting times, and audience engagement with individual posts. The aim is to identify key communication patterns on Facebook and highlight the factors that influence audience engagement and post-performance. The research uses a quantitative research method, and the findings can provide valuable insights for optimising online communication strategies in public service media. Based on the results of the analysis, the study offers recommendations for improving communication on Facebook. These include sharing more interactive content, such as polls, live broadcasts, or behind-the-scenes posts. It is also important to provide space for audience feedback and to actively respond to comments. It is also a good idea to post at times when your audience is most active. *(From 1 July 2024, RTVS operates under the name STVR).