Social media in government offices: usage and strategies

Abstract

Purpose The current study seeks to present and examine the strategies, management and dissemination of information on social media platforms by Israeli government organizations and agencies. Design/methodology/approach The article uses the “Case Study” approach, through semi-structured, in-depth interviews conducted with directors in charge of the use of social media in government departments. Findings The findings indicate that government agencies tend to favor Facebook over other social network platforms, in order to reach the widest possible audience. They do this by adhering to the platform's limitations, such as regularly using sponsored advertising to increase reach and visibility, and also by publishing visual content, such as videos and images, at the expense of text. In addition, the impact of respondents to adopt social media outweighs the use and importance awarded to traditional government websites. A clear preference is evident toward cultivating and strengthening existing information on social media at the expense of further developing official websites. Originality/value Findings and conclusions from this type of research can help digital media directors and content editors in government agencies, to improve the quality of their content and improve the accessibility of the information they share online. In addition, the findings of the study strengthen the growing body of knowledge focused on the relationship between government ministries and social media.