Co-Creating Community-Based Solutions through Social Media in Estonia during the COVID-19 Pandemic

In this study, we aimed to explore and describe the prosocial behaviour of the community during the COVID-19 crisis in Estonia on Facebook, using mixed-method content analysis. This article focuses on the role of social media in co-creation in the context of the COVID-19 pandemic and the use of Facebook (FB) as a modern communication technology in times of crisis. Our goal was to learn how Facebook as a social media channel can be a tool and accelerator that allows people to find solutions to social problems in communities experiencing crises. The focus of the research is on finding solutions in co-creation for vulnerable target groups, including the elderly, people with disabilities, and other people who need support. This research expands on the role and potential of using FB as a communication platform to enhance co-creation. We used Kaun and Uldam’s (2018) model as a theoretical framework for this study. The study is characterised by a descriptive and exploratory research design. We studied the prosocial behaviour of the community on Facebook through a three-stage mixed method content analysis of existing data, including posts and comments on FB pages, using both quantitative (descriptive statistics) and qualitative (thematic analysis) data analysis methods. Our findings suggest that Facebook as a social media channel could be successfully utilised as a tool for sharing calls to action, activating citizens to co-create solutions, and disseminating results.