Social media adoption and resulting tactics in the US federal government

被引:220
|
作者
Mergel, Ines [1 ]
机构
[1] Syracuse Univ, Dept Publ Adm & Int Affairs, Maxwell Sch Citizenship & Publ Affairs, Syracuse, NY 13233 USA
关键词
Social media adoption; Technology adoption; Diffusion of innovation; Qualitative network analysis; DIFFUSION;
D O I
10.1016/j.giq.2012.12.004
中图分类号
G25 [图书馆学、图书馆事业]; G35 [情报学、情报工作];
学科分类号
1205 ; 120501 ;
摘要
In 2009, the departments in the executive branch of the U.S. federal government received the presidential marching order to "harness new technologies" in order to become more transparent, collaborative and participatory. Given this mandate, this article sets out to provide insights from qualitative interviews with social media directors to understand the factors that influence internal adoption decisions to use social media applications, such as Facebook, Twitter, or blogs. Three distinct factors influence the adoption decisions of social media directors: information about best practices in their informal network of peers, passive observations of perceived best practices in the public and private sector, and "market-driven" citizen behavior. The resulting adoption tactics include: (1) representation, (2) engagement, and (3) networking. The findings point to the need for higher degrees of formalized knowledge sharing when it comes to disruptive technology innovations such as social media use in highly bureaucratic communication environments. Recommendations based on the lessons learned are provided for practitioners and social media researchers to develop social media tactics for different organizational purposes in government. (C) 2013 Elsevier Inc. All rights reserved.
引用
收藏
页码:123 / 130
页数:8
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