The Public Image of Vietnamese Public Administration Services on Social Media – A Comparison Between Structured and Unstructured Data

Because of the nature of public administration services, people often provide irrelevant information on the fact of service experience for public agents to improve their services in surveys. However, Vietnamese Facebook users could give more insights to show their dissatisfaction via their posts, comments, status. We assumed that PAPI 2016 results (Vietnam Provincial Governance and Public Administration Performance Index – the joint collaboration between Vietnamese governmental agents and UNDP) showed the positive public image of Vietnamese pubic administration services with five dimensions: (1) Participation at Local levels, (2) Transparency, (3) Vertical Accountability, (4) Control of Corruption in the Public Sector and the unstructured information from Facebook big data mining in the same period could reveal the negative images. The combination then map a comprehensive image of five characteristics of Vietnamese public administration services. Our findings showed that there are many negative insights of Facebook users’ posts which reflect a part of the other side public image of public service agencies. Keywords: text mining data, big data, Facebook, public image, public administration services.