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Factors Influencing Social Media Use in Local Government

Jaein Noh 1,  Chad David Anderson 1,  Jin-Wan Seo 1

1인천대학교

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ABSTRACT

The use of social media in government has expanded steadily around the world on the basis of Web 2.0 technology. The government uses social media as a tool for enhancing transparency, participation, collaboration, and saving costs. However, the use of social media in the public sector has not only been positive. It has also been described as a double-edged sword. Most local governments in South Korea use social media for a variety of reasons but there has not been enough practical study of the effectiveness of social media use in the public sector. Local governments generally have positive views of their social media use but the real application of social media is not consistent in each local government. This study tried to determine the reality of social media use in local government and what factors influenced its use. The research analyzed the data from a survey conducted by the Korea Local Information Research & Development Institute (KLID) in 2015 and data from Facebook in each local government. The results show that most local governments were using Facebook for promotional purposes and local government officials similarly recognized that they were using Facebook well. However, local governments showed great differences in their use and practical effect. Meanwhile, the study found that population, financial independence, level of government, the entity operating social media, the median age, and whether social media are used for interaction or to gather opinions were the most influential factors that make a difference in utilization in local government.

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* References for papers published after 2023 are currently being built.

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