Facebook and Twitter utility for policymakers

Kane Callaghan, Mehmet I. Mehmet, Peter Simmons

Research output: Book chapter/Published conference paperConference paperpeer-review

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Social media provides government policy makers with access to citizen attitudes, opinions and positions on issues. Social media holds publicly available information that can help policy developers to better understand how the public feel about policy problems, solutions to policy gaps, lived experiences and values associated with policies, as well as, better articulation of the ‘real’ problem. This study examines the utility of aspects of Active/Passive models of citizen sourcing for policy makers. To assess this we offer a conceptual model based on Appraisal theory. Results indicated little utility difference between actively and passively gathered data. Facebook is generally more useful for policy makers, as it yielded better data concerning values, lived experiences and problem definition, and clearer articulation of solutions through dialogic language. The implication for policy makers is that while Twitter can identify emotive responses, Facebook offers deeper insights and more nuanced understanding of the community
Original languageEnglish
Title of host publicationConnect. Engage. Transform. ANZMAC 2018
EditorsJodie Conduit, Carolin Plewa, Dean Wilkie
PublisherUniversity of Adelaide
Number of pages4
ISBN (Electronic)9781877040658
Publication statusPublished - 04 Dec 2018
EventAustralian and New Zealand Marketing Academy 2018 Conference: ANZMAC 2018 - National Wine Centre, University of Adelaide, Adelaide, Australia
Duration: 03 Dec 201805 Dec 2018
https://researchoutput.csu.edu.au/admin/files/27123040/ANZMAC2018_Proceedings.pdf (conference proceedings)
https://anzmac2018.com/ (conference website)
https://anzmac2018.com/wp-content/uploads/2018/11/ANZMAC2018-Proceedings.pdf (conference proceedings)


ConferenceAustralian and New Zealand Marketing Academy 2018 Conference
Abbreviated titleConnect. Engage. Transform
OtherCelebrating its 20th year, the conference enables interaction among marketing academics and practitioners, as well as the sharing of the latest research in marketing.
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