ABSTRACT
The present study explores how Italian regions and their presidents employed Facebook during the Covid‐19 pandemic to encourage citizen engagement. To do so, it adopts quantitative methodologies. Our results show that most public actors increased their levels of social activity during the pandemic but mainly for promoting public communication and that citizens much prefer interacting with presidents. Moreover, citizen engagement was higher when posts were published during nonbusiness hours or weekends, while it decreased when posts contained photos or videos. [ FROM AUTHOR] Copyright of Journal of Public Affairs (14723891) is the property of John Wiley & Sons, Inc. and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)