Download - 2011 05 29_ica
![Page 1: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/1.jpg)
Inherent Barriers to the Use
of Social Media for Public
Policy Informatics
Cliff Lampe Robert LaRose
Charles Steinfield Kurt DeMaagd
Michigan State University
![Page 2: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/2.jpg)
Michigan State University Cooperative Extension
![Page 3: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/3.jpg)
MSU Extension
Established in 1912
Offices in all 83 MI counties
Serve residents of Michigan
Policy at local levels
![Page 4: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/4.jpg)
MSU Extension Structure
![Page 5: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/5.jpg)
MSU Needs Assessment[
![Page 6: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/6.jpg)
Needs assessment goals
Collect feedback on
MSUE org goals
Identify new service
needs
Intro MSUE mission to
new audiences
Show social media
savvy
![Page 7: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/7.jpg)
![Page 8: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/8.jpg)
AdvanceMI Timeline
January 2010
Decision to use social media
April 2010
Site creation, soft launch
May 2010
Grand launch
July 2010
Site closed
September 2010
Data analyzed, reported
![Page 9: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/9.jpg)
Framing literature
E-government
Technology adoption
Social media and e-government
![Page 10: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/10.jpg)
“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
![Page 11: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/11.jpg)
Method- Case study approach
- Analysis of content
- Interviews with MSUE
directors flickr: jpwbee
![Page 12: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/12.jpg)
Site content
561 unique comments
Constant comparative technique
771 action themes
No real discussion, rather one-off points
![Page 13: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/13.jpg)
Structured interviews
40 structured interviews across diverse set of counties
Awareness, but not investment
Saw as a bad match for their audience
Threatened their current process
Not clear on benefitflicker: kuminiac
![Page 14: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/14.jpg)
Lessons from AdvanceMI
Audience matching
Organizational readiness
Thinking about new audiences
Motivation to participate
Software functionality
Timeframe appropriateness
Task fit
![Page 15: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/15.jpg)
![Page 16: 2011 05 29_ica](https://reader031.vdocuments.us/reader031/viewer/2022020302/54b586274a7959e8358b4596/html5/thumbnails/16.jpg)
Thank you!
Cliff Lampe
Twitter: @clifflampe
Slideshare: clifflampe
Robert LaRose
Charles Steinfield
Kurt DeMaagd