Chapter 25Designing Social Media Strategies and Policies

Ines Mergel

Social media adoption in the public sector evolved from early attempts to digitize internal processes, service delivery to citizens, and now online interactions with citizens (Bretschneider & Mergel, 2010). As part of the 2012 Digital Government Strategy, the US federal government is shifting from the one-directional e-government paradigm from Internet presence (representation, interactions, and transactions) toward online customer service using a wide range of interactive, bidirectional social media applications (White House, 2012). The goal is to reach higher levels of citizen engagement.

Researchers and technology enthusiasts are proposing that social media will radically ...

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