ICA 2011: Social media for public policy - the AdvanceMI case

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  • ICA 2011: Social media for public policy - the AdvanceMI case

    1. 1. Inherent Barriers to the Useof Social Media for PublicPolicy InformaticsCliff Lampe Robert LaRoseCharles Steinfield Kurt DeMaagdMichigan State University
    2. 2. Michigan State University Cooperative Extension
    3. 3. MSU ExtensionEstablished in 1912Offices in all 83 MIcountiesServe residents ofMichiganPolicy at local levels
    4. 4. MSU Extension Structure
    5. 5. MSU Needs Assessment[
    6. 6. Needs assessment goalsCollect feedback onMSUE org goalsIdentify new serviceneedsIntro MSUE mission tonew audiencesShow social mediasavvy
    7. 7. AdvanceMI TimelineJanuary 2010 Decision to use social mediaApril 2010 Site creation, soft launchMay 2010 Grand launchJuly 2010 Site closedSeptember 2010 Data analyzed, reported
    8. 8. Framing literature E-government Technology adoption Social media and e-government
    9. 9. “Grudin problems”Grudin 1994 Disparity between who does the work and who gets the benefit Critical mass and Prisoner’s dilemma problem Disruption of social processes Exception handling Unobtrusive accessibility Difficulty of evaluation Failure of intuition Managing the adoption process
    10. 10. Method- Case study approach- Analysis of content- Interviews with MSUEdirectors flickr: jpwbee
    11. 11. Site content 561 unique comments Constant comparative technique 771 action themes No real discussion, rather one-off points
    12. 12. Structured interviews40 structured interviewsacross diverse set of countiesAwareness, but notinvestmentSaw as a bad match for theiraudienceThreatened their currentprocessNot clear on benefit flicker: kuminiac
    13. 13. Lessons from AdvanceMIAudience matchingOrganizational readiness Thinking about new audiences Motivation to participateSoftware functionalityTimeframe appropriatenessTask fit
    14. 14. Thank you!Cliff Lampe lampecli@msu.edu Twitter: @clifflampe Slideshare: clifflampeRobert LaRose larose@msu.eduCharles Steinfield steinfie@msu.eduKurt DeMaagd kdemaagd@msu.edu

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