Beyond like, share, and comment: Cape Verde Armed Forces performance on Facebook
DOI:
https://doi.org/10.5783/revrrpp.v15i29.902Keywords:
Armed Forces,, Cape Verde, Social Media, Public Relations, PerformanceAbstract
This article examines the communicative strategies used by the Armed Forces of Cape Verde (FACV) on their official Facebook page, aiming to understand their impact on public opinion and the construction of institutional legitimacy. A mixed-methods approach was employed, analyzing 129 posts published between April and October 2023, through a combination of quantitative interaction analysis (13,000 reactions and 3,000 comments) and thematic qualitative content analysis. The results show that posts related to tragic events generate higher levels of interaction, while recruitment and institutional communication content elicit more moderate responses. The study's findings highlight the need for strategic management of institutional social media, with emphasis on editorial planning and aligning content with the institution’s communication goals.
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