Opening the black box: Developing strategies to use social media in government

摘要: Abstract Governments have widely adopted social media as tools to communicate and engage with citizens or for service delivery. Current research suggests that adoption in government has been mainly market driven the various strategies resulted from a combination of trial error, imitation, both informal formal knowledge exchanges. Given nature process media, use involves high levels risk uncertainty, main barriers lay organizational institutional arrangements organizations. Nevertheless, little no looked ways which organizations design media. In this paper, we open black box look at implementation government-lead marketing program promote healthy habits among young people living urban areas, Puebla Sana (Healthy Puebla) program. The case commercial such Facebook, Youtube, Twitter, are instances sociomaterial systems, take advantage their features, need collaborate multiple individual actors co-creation message accomplish goals.