Abstract
ABSTRACTPurpose: It has been over a decade since the launch of the federal 2009 Open Government Initiative, which included the use of social media. The purpose of this study was to evaluate how social media has been implemented by municipal governments from 2009-2020. It also examined whether local governments are using social media to promotes transparency, participation, and collaboration among the different age groups of users. This study investigated municipalities within San Bernardino (24 cities) and Riverside County (28 cities).
Theoretical Framework: There are four key theoretical frameworks that this study relied on to analyze the application of communication strategies in municipal governments to enhance transparency, participation, and collaboration for all generations of users. Generational theory (Strauss & Howe, 1991), stakeholder theory (Freeman, 1984), Diffusion of innovation theory (Rogers, 1995) and (Lewin, 1943).
Methodology: To examine the utilization of social media by municipalities to promote transparency, participation, and collaboration among all generations of users, the study used a mixed methods approach. A survey was conducted of all cities located within San Bernardino and Riverside counties and secondary statistical data were collected from various sources.
Findings: The data show that use of social media at the municipal level started in conjunction with the Open Government Initiative of 2009. However, while 98% of the cities in the counties of San Bernardino and Riverside use at least one of the top six platforms, the number of followers falls well below that of national use. The majority of cities had less than a 10% following in relation to their population and the rate of promotion for transparency, participation, and collaboration through social media varies significantly by platform.
Conclusions and Recommendations: While municipal governments have adopted social media, not all cities have adopted every platform, and followings are not enough to effectively communicate with and inform residents. Factors cities must consider while trying to promote transparency, participation, and collaboration through social media include user preferences, posting content, and frequency. Additionally, the COVID-19 crisis has thrust social media to the forefront as a go-to source of information because in-person gatherings have been restricted.