Leadership Through Social Media: Local Government Strategies for Innovation, Transparency, and Public Participation (A Study in Denpasar City, Bali)

Abstract

Leadership in the digital era requires not only administrative capability but also the strategic use of information technology to foster transparency, innovation, and citizen participation. This study explores the role of digital leadership in local governance by analyzing the use of social media platforms by the  Denpasar  City  Government,  namely  Instagram  (@denpasarkota),  TikTok  (@pemkotdenpasar), and the community-driven account @infodenpasar. Using a mixed-methods approach that combines content analysis and comparative assessment of engagement metrics, the research examines how these platforms function as instruments of communication, legitimacy-building, and participatory governance. The findings reveal that while official government accounts emphasize policy dissemination, public service announcements, and cultural promotion, community-based platforms such as @infodenpasar demonstrate higher levels of interaction and responsiveness, thereby acting as complementary channels in  the  governance  ecosystem.  The  study  contributes  theoretically  by  expanding  the  discourse  on digital leadership and social media governance in local contexts, and practically by offering insights for municipal governments in developing more collaborative and innovative digital communication strategies to enhance public trust and engagement.