Figures and Tables xi Preface xiii Acknowledgments xvii The Authors xix PART ONE How Did We Get Here? 1 ONE What Are Social Media, and Why Should Government Pay Attention to Them? 3 TWO Social Media Versus Traditional Media 7 THREE Transformative Properties 13 FOUR The Social Media Ecosystem in the Public Sector 17 FIVE Social Media in Action 23 SIX What?s Driving Social Media Adoption?and Why Is All This Happening Now? 31 PART TWO The Tools: Where Do I Start? 35 SEVEN Social Networking Services 37 EIGHT Blogs 49 NINE Microblogging 59 TEN Wikis 71 ELEVEN Choosing the Tool That?s Right for You 83 PART THREE Policy and Implementation 93 TWELVE Social Media Strategy 95 THIRTEEN Social Media Tactics 103 FOURTEEN Key Elements of a Social Media Policy 109 FIFTEEN Employee Social Media Use: Personal Versus Professional 129 SIXTEEN Implementation 141 PART FOUR Where Do We Go from Here? 147 SEVENTEEN The Future of Social Media in the Public Sector 149 Conclusion 165 Glossary 169 Additional Resources 175 Notes 179 Index 191
Ines Mergel is assistant professor of public administration at the Maxwell School of Citizenship and Public Affairs and the School of Information Studies (iSchool) at Syracuse University. Bill Greeves is the chief information officer for Wake County, North Carolina and has over 12 years of experience in government technology leadership.