A Three‐Stage Adoption Process for Social Media Use in Government
A Three‐Stage Adoption Process for Social Media Use in Government
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DOI：
10.1111/puar.12021
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发表时间：
2013-05
影响因子：
8.3
通讯作者：
Ines Mergel;S. Bretschneider
中科院分区：
文献类型：
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作者：
Ines Mergel;S. Bretschneider
社交媒体应用正在缓慢地扩散到各级政府。采用和使用决策背后的组织动态遵循与前几波新信息和通信技术类似的过程。两位作者认为，这些新的信息和通信技术最初针对个人使用，并通过包括社交媒体应用程序在内的市场获得，在组织内的传播遵循一个三个阶段的过程。首先，机构在公认的技术使用政策之外非正式地尝试社交媒体。接下来，随着政府机构认识到起草规范和法规的必要性，秩序从第一个混乱阶段演变而来。最后，组织机构的发展清楚地勾勒出适当的行为、互动类型和新的沟通模式，这些随后在社交媒体战略和政策中得到正式确立。对于每个阶段，作者都提供了例子和一组命题来指导未来的研究。
Social media applications are slowly diffusing across all levels of government. The organizational dynamics underlying adoption and use decisions follow a process similar to that for previous waves of new information and communication technologies. The authors suggest that the organizational diffusion of these types of new information and communication technologies, initially aimed at individual use and available through markets, including social media applications, follows a three-stage process. First, agencies experiment informally with social media outside of accepted technology use policies. Next, order evolves from the first chaotic stage as government organizations recognize the need to draft norms and regulations. Finally, organizational institutions evolve that clearly outline appropriate behavior, types of interactions, and new modes of communication that subsequently are formalized in social media strategies and policies. For each of the stages, the authors provide examples and a set of propositions to guide future research.