A framework for interpreting social media interactions in the public sector

Abstract

a b s t r a c t Keywords:Social media measurement Digital interactions Open Government Initiative U.S. federal government Social media applications are extending the information and communication technology landscape in the public sector and are used to increase government transparency, participation and collaboration in the U.S. federal government. The success, impact and performance of these new forms of bi directional and networked interactions can provide insights to understand compliance with the mandate of the Open Government Initiative. Many government agencies are experimenting with the use of social media, however very few actively measure the impact of their digital interactions. This article builds on insights from social media directors in the U.S. federal government highlighting their current lack of measurement practices for social media interactions. Based on their articulated needs for measurement, existing rules regulating the extent of measurement practices and technological features of the main social media platforms, a framework is presented that traces online interactions to mission support and the resulting social media tactics. Implications for both researchers and practitioners are discussed.

Mídias sociais e administração pública: análise do sentimento social perante a atuação do Governo Federal brasileiro

“…A pesquisa se justifica, pois, no cenário político atual, faz-se necessário entender o uso de aplicativos de mídia social como canais aceitáveis para as interações entre governo e seus diversos públicos que podem, potencialmente, fazer a diferença nas percepções e sentimentos dos cidadãos em relação ao governo (MERGEL, 2013). Apesar da crescente atenção à análise de conteúdo gerado pelos usuários das mídias sociais, "os pesquisadores têm pouco conhecimento sobre como aplicar os métodos de mineração de conteúdo" (YOON;ELHADAD;BAKKEN, 2013, p. 122), faltando métri-cas adequadas que identifiquem, nessas mídias, os impactos das ações dos governos (MERGEL, 2013;HOFMANN et al, 2013).…”

“…Apesar da crescente atenção à análise de conteúdo gerado pelos usuários das mídias sociais, "os pesquisadores têm pouco conhecimento sobre como aplicar os métodos de mineração de conteúdo" (YOON;ELHADAD;BAKKEN, 2013, p. 122), faltando métri-cas adequadas que identifiquem, nessas mídias, os impactos das ações dos governos (MERGEL, 2013;HOFMANN et al, 2013).…”

“…De acordo com Sobkowicz, Kaschesky e Bouchard (2012), até recentemente os formuladores de políticas públicas não tinham muitos indicadores disponíveis sobre a opinião dos cidadãos, e o que a maioria das pessoas sentia e pensava sobre as ações dos governos era algo inacessível. Atualmente, alguns governos já utilizam as mídias sociais com o objetivo de promover a transparência, a participação cidadã, a inovação e a colaboração, além de poderem contar com mais uma fonte de informação que contribui no processo decisório (CHUN; LUNA-REYES, 2012;MERGEL, 2013;MOSSBERGER;WU;CRAWFORD, 2013;SNEAD, 2013;MARTINS;SOUZA, 2015).…”

Using Social Media and Mobile Technologies to Foster Engagement and Self-Organization in Participatory Urban Planning and Neighbourhood Governance

“…The networking approach emphasizes a dialogue whereas engagement invites co-production of content without necessarily engaging contributors in dialogue (Mossberger et al, 2013: 353). However, research has shown that local governments predominantly stick to representation, applying 'push strategies' to provide one-way information (Mergel, 2013a(Mergel, , 2013b. According to Buccoliero and Bellio (2010: 236), there is a substantial immaturity of web strategies which are modulated on structures and organizational responsibilities instead of on the needs of citizens' empowerment.…”

The Formation of a System of Open Government in Russia: Experience and Prospects

“…In characterizing the presence of federal agencies on social networks as one of the tools of openness, we should note that the extent to which this tool has been implemented at federal executive agencies varies signifi cantly, although on the whole it is still at a fairly low level -based on Mergel (2013), at the level of providing information.…”