Opening the black box: Developing strategies to use social media in government

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• 作者：Sergio Picazo-Vela^a ; ^{sergiopicazo@yahoo.com.mx} ; Marilu Fernandez-Haddad^b ; ^{marilu.fernandez@udlap.mx} ; Luis F. Luna-Reyes^c ; ^{lluna-reyes@albany.edu}
• 关键词：Electronic government ; Social media ; Web 2.0 ; Sociomateriality ; Assemble view of technology ; Social marketing ; Mexico
• 刊名：Government Information Quarterly
• 出版年：2016
• 出版时间：October 2016
• 年：2016
• 卷：33
• 期：4
• 页码：693-704
• 全文大小：2220 K
• 卷排序：33

文摘

This paper reports on a social media strategy to promote public health in the State of Puebla Mexico The strategy involved the use of Twitter, Facebook, Youtube, and blogs on a Social Marketing program named Puebla Sana Case data suggests that strategy is an emergent process guided by trial, errors and learning Data suggest that social media messages are co-created by an assemblage of information technology and social actors On the practical side, we found that the message sender role is more modest than in other traditional or electronic media A key component of a social media strategy involves finding partnerships and building networks to develop the message