Twitter in local government: A study of Greater London authorities

Abstract

Microblogging services are considered an emerging opportunity for authorities seeking to establish new communication channels with their public. Potential benefits evolve around enhancing transparency and interactivity, as well as sharing information regularly or during emergency events. The purpose of this exploratory study is to advance our empirical understanding of microblogging in local government. In particular, we reflect on online data collected to profile the use of Twitter by 29 Greater London local authorities (LAs). The study shows that London LAs have been accumulating significant experience with Twitter mainly over the past two years. In fact, many of them appear to incorporate conversational characteristics in their Tweets other than simply disseminating information. Furthermore, an analysis of Tweets during the August 2011 riots in England indicates the usefulness of the medium for responsibly informing the public and preventing rumours. Nevertheless, the study also identifies several points of improvement in the way public authorities are building their online networks; for example, in terms of connecting with each other and exploiting even more the conversational characteristics of Twitter.