News and Briefs

摘要

Since governments started to use social media to communicate with citizens, one of the most important question arising has been what is the impact governments can or should expect from social media and how this impact could be measured. In a recent OECD Insights Blog post by Arthur Mickoleit and Ryan Androsoff, Digital government policy analysts in the OECD Directorate for Public Governance and Territorial Development, a number of case studies in which governments successfully use social media, especially Twitter and Facebook, are presented, together with links to popular social media accounts of Governments worldwide, an OECD working paper on "Social Media Use by Governments" and the OECD Recommendation on Digital Government strategies. As the authors of this blog post note: "A good impact assessment for social media in the public sector therefore needs to be built around its unique purpose-orientation. This is much more difficult to measure and it will involve a mix of quantitative data (e.g. reach of target audience) and qualitative data (e.g. case studies describing tangible impact). Social Media Use by Governments proposes a framework to start looking at social media measurement in gradual steps - from measuring presence, to popularity, to penetration, to perception, and finally, to purpose-orientation. The aim of this framework is to help governments develop truly relevant metrics and start treating social media activity by governments with the same public management rigour that is applied to other government activities."