Examining government cross-platform engagement in social media: Instagram vs Twitter and the big lift project |
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| Institution: | 1. Social Media Lab, Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON M5B 2K3, Canada;2. University of Toronto, 725 Spadina Avenue, Toronto, ON M5S 2J4, Canada;3. MacEachen Institute for Public Policy and Governance, Dalhousie University, Macdonald Building, 2nd Floor, 6300 Coburg Road, PO Box 15000, Halifax, NS B3H 4R2, Canada;1. University of Delaware, Newark, DE, United States;2. American Customer Satisfaction Index, Ann Arbor, MI, United States;3. Muma College of Business, University of South Florida, Tampa, Florida, United States;4. University of Maryland, College Park, MD, United States;1. University of Twente, Faculty of Behavioural, Management and Social Sciences (BMS), Department of Communication Science, Cubicus Building, P.O. Box 217, 7500, AE Enschede, The Netherlands;2. Municipality of Raalte, The Netherlands;1. Department of Public Administration, College of Public Policy, The University of Texas at San Antonio, United States;2. School of Computing and Information Technology, Faculty of Engineering and Information Sciences, University of Wollongong, Australia;3. Insight Centre for Data Analytics, National University of Ireland Galway, Ireland;1. Faculty of Business Administration, Universidad de Huelva, Plaza de la Merced 11, 21071, Huelva, Spain;2. Faculty of Economics and Business, Universidad de Zaragoza, Gran Vía 2, 50005, Zaragoza, Spain;1. College of Health and Public Affairs, University of Central Florida, Orlando, FL 32816, USA;2. Stennis Institute of Government, P.O. Drawer LV, Mississippi State, MS 39762, USA;3. Social Science Research Center, PO Box 5287, Mississippi State, MS 39762, USA |
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| Abstract: | As governments are increasingly turning to social media as a means of engaging the public, questions remain as to how they are actually using various social media platforms. Do specific platforms engender specific types of messages? If so, what are they, and how do they affect civic engagement, co-participation, and address citizen concerns? In this paper, we compare the use of Instagram and Twitter by ‘The Big Lift’, a bridge re-decking project completed by Halifax Harbour Bridges. Based on a content analysis of Instagram (n = 248) and Twitter (n = 1278) public posts, we found that Instagram was used as a more ‘informal’ narrative platform that promoted a clicktivist type of responses from the audience, whereas Twitter was a more ‘formal’ news platform that supported greater two-way communication between the organization and the audience. We conclude that by building and maintaining their active presence and following base on social media, and especially on Twitter, organizations can develop a capacity to address social concerns during disruptive events or infrastructure projects like ‘The Big Lift’. |
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