Tweets and retweets: Twitter takes wing in government

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.