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Inherent Barriers to the Use
of Social Media for Public
Policy Informatics
Cliff Lampe Robert LaRose
Charles Steinfield Kurt DeMaagd
Michigan State University
Michigan State University Cooperative Extension
MSU Extension
Established in 1912
Offices in all 83 MI counties
Serve residents of Michigan
Policy at local levels
MSU Extension Structure
MSU Needs Assessment[
Needs assessment goals
Collect feedback on
MSUE org goals
Identify new service
needs
Intro MSUE mission to
new audiences
Show social media
savvy
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
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 dilemma problem
Disruption of social processes
Exception handling
Unobtrusive accessibility
Difficulty of evaluation
Failure of intuition
Managing the adoption process
Method- Case study approach
- Analysis of content
- Interviews with MSUE
directors flickr: jpwbee
Site content
561 unique comments
Constant comparative technique
771 action themes
No real discussion, rather one-off points
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
Lessons from AdvanceMI
Audience matching
Organizational readiness
Thinking about new audiences
Motivation to participate
Software functionality
Timeframe appropriateness
Task fit
Thank you!
Cliff Lampe
Twitter: @clifflampe
Slideshare: clifflampe
Robert LaRose
Charles Steinfield
Kurt DeMaagd
