Social Media Communication strategies of Governments : A comparison of the USA and S. Korean governments


Khan, G. F., Young, H., & Park, H. W.

Abstract
This study compares the Twitter use of South Korean government and United States federal government. By deploying webometrics technique to extract Twitter activities, such as basic Twitter statistics (i.e. the number of follower, following, and listed Tweets message), and by using the social network analysis technique mapping the relationship between the governments’ Twitter accounts and directions of out-link in their Tweet messages, this paper compares the two governments’ strategy of using Twitter. According to our initial analysis, strategies of using Twitter between the two governments can be differentiated in several aspects. For example, South Korean ministries were well connected in a dense network, had collective cooperation, and retweeted common contents, regardless of their main administrative areas to reinforce their collective agenda. However, Twitter use in the US ministries seemed less collective and more individualistic, and retweeted messages that specifically fit the purpose of each department. Also, we have found (through the out-link analysis) that US ministries prefer to link the information resources outside the government realm, in contrast to the Korean government, who tends to stay within the umbrella of the government when linking to information resources.
Keywords: Government, social media, Twitter, South Korea, USA, smart government.

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