Strategic use of Twitter in Local Government: A Northern Ireland Study

Research output: Chapter in Book/Report/Conference proceedingChapter

Abstract

This paper presents the results of a survey of Twitter usage in Northern Ireland’s twenty-six councils. The data was gathered in Summer 2012. The research questions were developed from a review of the literature on use of social media by government and focused on the role of social media as a communication channel to local government, examining the dialogue between government and citizen and the sentiment of such dialogue. The results show significant heterogeneity in Twitter use amongst the councils; with many not engaging at all, while a small number were highly engaged with their citizens. Regardless of the perspectives of the councils, there was evidence that there was a demand from the citizens for conversations that was not being met by the councils. The paper recommends that councils need to define a social media strategy in order to maximise the use of social media, but reflects that the councils should find it easy to engage with citizens by simply asking them via Twitter.
Original languageEnglish
Title of host publicationProceedings of the Tenth International Conference on e-Business
EditorsSM Obaidat, JL Sevillano, Z Zhang, D Marca, M van Sinderen, P Sarigiannidis, P Castoldi, V Torres-Padrosa
Place of PublicationReykjavik
PublisherSciTePress
Pages249-255
ISBN (Print)978-989-8565-72-3
Publication statusPublished - Jul 2013

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    Picão, T., McMahon, F., Purchase, V., & Mulvenna, M. (2013). Strategic use of Twitter in Local Government: A Northern Ireland Study. In SM. Obaidat, JL. Sevillano, Z. Zhang, D. Marca, M. van Sinderen, P. Sarigiannidis, P. Castoldi, & V. Torres-Padrosa (Eds.), Proceedings of the Tenth International Conference on e-Business (pp. 249-255). SciTePress. http://uir.ulster.ac.uk/26504/1/MULVENNA-Strategic_use_of_Twitter_in_Local_Government-A_Northern_Ireland_StudyICE-B_2013_13_CR.pdf