AI Strategies Enhance Municipal Social Media
Arnhem, vrijdag, 3 oktober 2025.
A recent study by the University of Applied Sciences Arnhem and Nijmegen reveals how Dutch municipalities are using AI to better inform and support their citizens. 85% of municipalities use AI for social content creation, while 67% find it particularly useful for adjusting and rewriting posts. Larger municipalities experiment more frequently with new content to increase interaction and better inform residents.
AI as a Powerful Tool in Social Media Strategy
The study by the University of Applied Sciences Arnhem and Nijmegen (HAN) shows that 85% of Dutch municipalities use AI for social content creation [1]. Of these, 67% find the technology particularly useful for adjusting and rewriting social media posts [1]. Larger municipalities are more active in experimenting with new content to increase interaction and better inform residents [1]. Nearly two-thirds of municipal employees use AI as a source of inspiration or a sparring partner, indicating that the technology is not only seen as an automated resource but also as a means to enhance creativity [1].
Applications of AI in Public Information and Communication
One of the main applications of AI in public communication is personalised information provision. AI helps analyse user data to create targeted messages that align with the specific needs and interests of residents [1][2]. Chatbots are another widely used application. These AI-driven assistants provide real-time answers to citizens’ questions, making service delivery more efficient and accessible [1][2]. Additionally, AI-powered awareness campaigns are employed to disseminate important information in an engaging and understandable manner, such as through visual content and interactive elements [1][2].
Improving Information Transfer and Effectiveness
AI aids in reaching diverse target groups by adapting content to different communication styles and preferences. This ensures that information is better understood and accepted [1][2]. Using AI to analyse residents’ responses and feedback makes it possible to accurately measure and improve the effectiveness of awareness campaigns [1][2]. Municipalities that weekly analyse their social media statistics experiment more frequently with new content, leading to a continuous process of improvement and innovation [1].
Practical Examples of Successful AI Applications
A good example is the municipality of Utrecht, which uses AI to share personal stories from residents on social media. These stories enhance engagement and the reliability of the municipality [1]. In Amsterdam, chatbots are used to provide quick answers to frequently asked questions about city services, making service delivery more efficient [2]. Similarly, the municipality of Haarlem uses AI to analyse sentiment in social media responses, helping to anticipate negativity and improve communication strategies [1].
Benefits and Challenges of AI in Public Communication
The benefits of AI in public communication are clear: more efficient content creation, improved interactivity, and better reach to diverse target groups [1][2]. However, there are also challenges. Privacy is a major concern, as AI has access to personal data that must be handled correctly and securely [1][2]. Inclusivity is another aspect; AI systems must be carefully tested to ensure they are accessible to everyone, including people with disabilities [1][2]. Reliability is also crucial; AI-generated content must always be reviewed and edited to prevent misinformation [1][2].
Future Perspectives and Innovations
Looking to the future, AI will increasingly become an integral part of the social media strategy of municipalities. Real-time content analysis, tailored posts, and automatic image creation are some of the innovations that will soon further improve communication [1][2]. However, there is still a need for broader AI frameworks and knowledge sharing, including practical training for employees and students [1].