Social media & the government: living happily ever after?
Danielle van Wallinga, HU University of Applied Sciences Utrecht Karen Bosch, HU University of Applied Sciences Utrecht
Reint Jan Renes, HU University of Applied Sciences Utrecht, Wageningen University
Contact: Danielle.vanwallinga@hu.nl
Introduction
Social media play an important role in the rapidly changing dynamics of governmental organizations and interactions of citizens. More than ever citizens express their opinions openly and clearly, anywhere and anytime. Governmental organizations are searching for ways to stay connected with their social environment in a meaningful and interactional way (Bekkers & Meijer, 2011). Social media is seen as promising (e.g.) in order to inform, to use the power of networks, to stimulate behavior change (Norris, 2012), to involve citizens efficiently and easily with online participation (Aalberts & Kreijveld, 2011) and to facilitate
interaction (Kaplan, 2010). Governmental organizations are however still experimenting and struggling with ways to realize (long-term) impact such as these. Based on best practices, this research gains insights into the use of social media by governmental organizations and the way social media can be used optimally to stay ‘in tune with their social environment. .
Method
In this study we conducted semi-structured in depth interviews with communicationprofessionals of nine governmental organizations (e.g. police, cities and ministries). The interviews focused on the purposes, the strategy and the success-and failure factors of social media projects organized by these organizations.
Results
Results show that many social media promises as defined in literature are present in the nine governmental and urban social media projects we studied. In these projects social media is mainly used for networking and behavioral purposes, in order to produce collective action, create public support or to stimulate civic
participation and involvement. To a smaller extent –but also present- social media is used for (tailored) information in order to stimulate awareness and share knowledge.
Conclusion
Based on our results we conclude that social media is able to increase the interaction between governmental organizations and citizens, and is able to stimulate participation and sometimes even behavior change of citizens. However, for living happily ever after, governments have to take into account that social media is about (1) being reciprocal and interactive, (2) being flexible and adaptable, (3) being open and transparent, and (4) being very aware of the need of others.
References
Aalberts, C. & Kreijveld, M. (2011). Veel gekwetter, weinig wol. De inzet van sociale media door overheid, politiek en burgers. Den Haag: Sdu Uitgevers.
Bekkers, V. & Meijer, A. (2010). Cocreatie in de publieke sector. Een verkennend onderzoek naar nieuwe, digitale verbindingen tussen overheid en burger. Den Haag: Boom Lemma.
Kaplan, A.M. & Haenlein, M. (2010). Users of the World, unite! The challenges and opportunities of Social Media. Business Horizons, 53, 59-68.
Norris, P (2012).The impact of social media on the Arab uprisings: The Facebook,Twitter, and YouTube revolutions? In: N.Kersting (Ed.), Electronic & democracy (pp.1–29). Berlin: Barbara Budrich Publications.
