Three Cities on YouTube

Abstract

Local governments are enhancing their governance through various information communication technologies (ICTs). This article presents an exploratory case study of three municipalities within the United States, examining how each applies YouTube for communication. Using content analysis and selected statistical tests of mean difference, the authors analyzed the videos uploaded between January 2020 to August 2020. The three municipalities used YouTube to document policymaking, publicize programs and services, update critical information during times of crises, and, in some cases, create unique brand images. The average number of views per video were similar across the three YouTube channels. However, one of the municipalities received a statistically significant number of average likes per video, which spotlights its positive brand image. In conclusion, the authors suggest directions for future research and recommend practices for social media adaptation in government.