Affiliations: [a] University of Arkansas at Little Rock, Institute of
Government, Little Rock, Arkansas, USA. E-mail: [email protected] | College of Staten Island, City University of New York,
NY, USA | Universidad Autónoma del Estado de
México, Mexico | Information Science Institute, University of Southern
California, California, USA
Abstract: Purpose: This study examines why and how U.S. government agencies and
official sadopt Twitter to expand organizational boundaries and extend
communication reach. Design/methodology approach: The author uses a mixed methods strategy to
explain the adoption of Twitter in
government. First, Diffusion of Innovations theory provides a foundation to
explain the variables that impact adoption. Then a literature review, an
examination of secondary survey data of U. S. governments' use of and
attitudes toward Twitter, and a website analysis of Twitter initiatives are
used to describe the uptake of Twitter by government and citizens. Findings: Increased use of Twitter by citizens, private sector and nonprofit
or ganizations and an emphasis on providing transparent, participatory, and
collaborative government are primary reasons for Twitter adoption. Federal
and local governments are adopting Twitter faster than states. Uses vary by
government level, but the main use is for extending communication reach.
Effective use, as demonstrated by key initiatives, is related to two-way
communication and incorporating it within daily workflow. Security,
controlling content and developing policies are main challenges for adoption. Practical implications: By examining the deployment of Twitter in government,
this study provides a guide for agencies and government officials to explore adopting
this new information and communication technology. Originality/value: This paper focuses on the use of Twitter to expand public sector
organizational boundaries by extending the communication reach to engage citizens.
Keywords: Twitter, microblogging, social media, diffusion, social networks, citizen engagement
