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Inherent Barriers to the Useof Social Media for PublicPolicy InformaticsCliff Lampe          Robert LaRoseCharles Steinfie...
Michigan State University Cooperative Extension
MSU ExtensionEstablished in 1912Offices in all 83 MIcountiesServe residents ofMichiganPolicy at local levels
MSU Extension Structure
MSU Needs Assessment[
Needs assessment goalsCollect feedback onMSUE org goalsIdentify new serviceneedsIntro MSUE mission tonew audiencesShow soc...
AdvanceMI TimelineJanuary 2010  Decision to use social mediaApril 2010  Site creation, soft launchMay 2010  Grand launchJu...
Framing literature E-government Technology adoption Social media and e-government
“Grudin problems”Grudin 1994  Disparity between who does the work and who gets the benefit  Critical mass and Prisoner’s d...
Method- Case study approach- Analysis of content- Interviews with MSUEdirectors                flickr: jpwbee
Site content 561 unique comments Constant comparative technique 771 action themes No real discussion, rather one-off points
Structured interviews40 structured interviewsacross diverse set of countiesAwareness, but notinvestmentSaw as a bad match ...
Lessons from AdvanceMIAudience matchingOrganizational readiness  Thinking about new audiences  Motivation to participateSo...
Thank you!Cliff Lampe   lampecli@msu.edu   Twitter: @clifflampe   Slideshare: clifflampeRobert LaRose   larose@msu.eduChar...
2011 05 29_ica
2011 05 29_ica
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2011 05 29_ica

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2011 05 29_ica

  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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