Audit Institutions in the European Union: Public Service Promotion, Environmental Engagement and COVID Crisis Communication through Social Media

This article analyses Social Media (SM) use as a promotion tool for public institutions in the public audit sector. The authors propose a quantitative model to assess online engagement of 94 European audit institutions (national and regional) with their stakeholders, based on SM and web activity metrics of these institutions, with a focus on pressing matters such as environment, sustainability and the current COVID pandemic. The proposed model may be applied to assess organisations from any public or private sector. The research finds that SM presence helps audit institutions to promote their services more effectively by directing their stakeholders to extensive content on the audit institu…