Exploring the Management of Government Social Media and Citizen Engagement in It: A Case Study of Facebook Fan Pages
Date Issued
2015
Date
2015
Author(s)
Lin, Shang-Jung
Abstract
By investigating the management of government social media – which is derived from the development of the Internet, ICT (Information and Communication Technology), Web 2.0, and social media – and citizen engagement in it, this study aims to realize the managerial model, practical work, and concept of government social media as well as the motivation, actual browsing behavior, suggestion, and expectations of citizens who use government social media. Furthermore, the study tries to find key factors and ways of improvement for government agencies to manage their social media platforms in the future. Because government agencies discover people use Facebook most and Facebook fan pages are good media for enterprise communication with customers as they decide to adopt Web 2.0 tools, they choose Facebook fan pages to disseminate public information and interact with citizens. As a result, the author collected research data by observing Facebook fan pages of government and interviewing their managers and users, and then classified, compared, and combined data by following the three steps of grounded theory: open coding, axial coding, and selective coding to draw conclusions. The result of interviews showed that most managers of government Facebook fan pages had known how to manage Facebook fan pages, so their managing behavior fits users’ thoughts roughly. From the users’ perspective, they think although some agencies manage their fan pages well, some agencies have bad fan pages. And the latter should enhance their knowledge, managing ways, content presentation, and interaction with citizens. The result also showed that both managers and users think government Facebook fan pages are beneficial. To the former, the benefits include disseminating information effectively, getting public administration reference, and establishing good image. To the latter, the benefits include receiving more information conveniently, saving time, producing different viewpoints, enhancing identification, and interacting with government agencies through another channel. And if government agencies want citizens to participate their fan pages more, they should satisfy what users care about, such as offering useful information, taking user’s opinion and feedback seriously, and providing content which is relaxing, rich, and close to people.
Subjects
Government
Social Media
Fan Pages
Grounded Theory
Type
thesis
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