Social media engagement forms in government: A structure-content framework |
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| Institution: | 1. Department of Human and Social Sciences, University of Naples L''Orientale, Italy;2. Department of Economics, University of Rome Roma Tre, Italy;3. Interuniversity Department of Regional and Urban Studies and Planning, University of Turin, Italy;4. Department of law, economics, politics and modern languages, Libera Università degli Studi Maria Ss. Assunta di Roma, Italy;5. Department of Politics, Birkbeck College, University of London, UK;1. Universidade Federal do Parana, Department of Science and Information Management, 632 Prefeito Lothário Meissner Av, Jardim Botanico, Curitiba, PR, Brazil;2. Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP), Department of Technology and Data Science, 2029 9 de Julho Avenue, Bela Vista, São Paulo, SP, Brazil;3. HEC Montréal, Department of International Business, 3000 chemin de la Cote de Sainte Catherine, Montréal, Quebec H3T-2A7, Canada;1. University of Brasília, Brazil FACE, Campus Universitário Darcy Ribeiro Brasília, DF 70910-900, Brazil;2. Secretariat of Innovation and Business, Brazilian Agricultural Research Corporation (Embrapa), Brazil Parque Estação Biológica, PqEB, Av. W3 Norte (final) Brasília, DF 70770-901, Brazil |
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| Abstract: | This article presents a structure-content framework to characterize social media engagement between government and the public because related scholarship fails to adequately link the concepts. The term structure refers to the flow of information—or the direction of messages from one type of account to another (e.g., a government agency to the public or vice versa) and the extent to which they interact. The term content represents the messages' intended goals and meaning. This framework integrates both concepts, notably the communication modes model (an example of structure) with content categories such as transparency, symbolic presentation, customer service, coproduction, and citizen participation. Because it is more comprehensive than typologies focused on either concept alone, the article more thoroughly conveys the complexity of available engagement opportunities. Facebook data from Hurricane Florence exemplify the model and account for both routine and critical operating conditions. |
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