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Social Media in Local Governments in Mexico: A Diffusion Innovation Trend and Lessons

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Social Media and Local Governments

Part of the book series: Public Administration and Information Technology ((PAIT,volume 15))

Abstract

Academic research about how local governments use social media platforms are scarce. Most of the research is focused on services, comparative perspectives, or assessment. Little is known about the impact of Twitter and Facebook on communication means or strategic use for promoting a conversation with citizens. Despite these facts, the majority of local governments implement social media into their web sites and communications without any strategy or knowledge about their advantages or perils. Also scholars are blind-folded of what kind of research has to be done on social media and governments to understand this phenomenon and capitalize its use on public service. The purpose of this chapter is to identify new trends and lessons on social media use in local governments. Analyzing a data collection of Twitter and Facebook from the 32 Mexican local governments from 2010 to 2014, we discovered a behavior pattern very similar to the diffusion and innovation theory proposed by Rogers (Diffusion of innovations. Simon and Schuster, New York, 1995). We analyzed our data from this focus and provide five lessons to understand local governments’ use of social media.

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Author information

Authors and Affiliations

  1. Political Sciences Faculty, Universidad Autónoma del Estado de México (Autonomous University of the State of Mexico), Toluca de Lerdo, Mexico

    Rodrigo Sandoval-Almazán

  2. Accounting and Management Faculty, Universidad Autonóma del Estado de México (Autonomous University of the State of Mexico), Toluca de Lerdo, Mexico

    David Valle-Cruz

Authors
  1. Rodrigo Sandoval-Almazán
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  2. David Valle-Cruz
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Corresponding author

Correspondence to Rodrigo Sandoval-Almazán .

Editor information

Editors and Affiliations

  1. Faculty of Economics and Administrative Sciences Department of Public Administration, Uludağ University, Nilufer, Turkey

    Mehmet Zahid Sobaci

Appendix

Appendix

Table 6.A1 Correlation test for March 2010
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Table 6.A2 Correlation test for October 2010
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Table 6.A3 Correlation test for March 2011
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Table 6.A4 Correlation test for October 2011
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Table 6.A5 Correlation test for March 2012
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Table 6.A6 Correlation test for June 2012
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Table 6.A7 Correlation test for October 2012
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Table 6.A8 Correlation test for March 2013
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Table 6.A9 Correlation test for June 2014
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Table 6.A10 Correlation test for August 2014
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Sandoval-Almazán, R., Valle-Cruz, D. (2016). Social Media in Local Governments in Mexico: A Diffusion Innovation Trend and Lessons. In: Sobaci, M. (eds) Social Media and Local Governments. Public Administration and Information Technology, vol 15. Springer, Cham. https://doi.org/10.1007/978-3-319-17722-9_6

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