There are certainly a great many interesting angles ;)
For a neat paper that actually has some nice hard evidence about what government production of social posts can look like, check out Gary King and co. at Harvard's exploration of Zhanggong, China:
We summarized it here: https://www.nytimes.com/2016/05/20/business/international/ch...
In the actual paper (http://gking.harvard.edu/files/gking/files/50c.pdf), the authors say they asked hundreds of Weibo (a chinese social media site) posters the following question:
> "I saw your comment, it’s really inspiring, I want to ask, do you have any public opinion guidance management, or online commenting experience?"
After tallying up, 19% of the people who post online answered yes.