The impact of social media in local government. Myths and realities in the Spanish case

Abstract

Social media have begun to be frequently used by the Spanish government in recent years. Municipalities harbour high expectations that these social technologies can help them improve their relations with citizens. However; in Spain there are few studies that explore the process of adopting social media and their impact. This article provides empirical data on their use in Spanish municipalities of over 50 000 inhabitants. Following a theoretical approach based on neo-institutionalism in the public sector; this article addresses the following research questions: What are the main strategies laid out for promoting social media in local government? What is the level of development in the process of implementing social media within the local public sector? Methodologically; data for this article were drawn from a questionnaire sent to the heads of social media management in the municipalities under analysis. Early results show a high take-up of these technologies; although there are gaps in strategies; while their development within organisations is still in its infancy and their use has hardly been institutionalised. Therefore; this article contributes to the growing field of study of social media in public administration and their consolidation in the Spanish-speaking area.