Adoption of Social Media Services

Abstract

The increasing diffusion of social media is attracting government organizations worldwide, including local government. Social media can help local government improve the manner in which it is engaged with community and its responsiveness whilst offering cost savings and flexibility. Yet, there is paucity of research in relation to the adoption of social media Web services in local government organizations. The aim of this chapter is to investigate the factors that drive the adoption of social media Web services within Australian local government. Using qualitative evidence, the authors find technological, organizational, and environmental factors that drive the decisions of local government organizations to adopt social media Web services. In addition to extending the existing body of knowledge, this chapter offers insight concerning important managerial implications for helping local governments to better understand social media adoption in their organizations.