A Study of Multiple Social Media Use in the European Parliament from an Innovation Perspective

Abstract

Government agencies have started using the social media for increasing communication with citizens, and involvement of them in public policy making processes. However, most of the research in this area has technological orientation, but limited research on the use of social media in government from management and political sciences' perspectives has been conducted. This paper contributes to filling this gap, presenting a study of an advanced form of centrally managed combined use of multiple social media in the European Parliament from an innovation perspective. Our main theoretical foundation has been Rogers' Diffusion of Innovation (DOI) theory. It has been concluded that the above approach, viewed as an innovation, has to a good extent the fundamental preconditions for a wide diffusion proposed by DOI theory: relative advantage (though some possible 'relative disadvantages' have been identified as well), low complexity (though some considerable initial effort is required), compatibility with existing values and practices(at least to some extent), trialability and observability. Furthermore, recommendations have been provided for improving the diffusion potential of the above innovation, through interventions in the above attributes.