Uses of social media in government agencies: Content analyses of public relations strategies and message tactics comparison between South Korea and the United States of America in 2011 and 2014

Abstract

We investigated five different government organizations' uses of social media in two countries: South Korea and the United States. Two content analyses were conducted in two time periods: 2011 and 2014. We found that the majority of government organizations in both countries use social media within the public information model (for dissemination of information), followed by the two‐way asymmetrical model (for persuasion). As expected, the most prevalent public relations strategy is informative strategy, followed by persuasive strategy. The majority of government organizations use the information dissemination message strategy. Specific differences were found between 2011 and 2014 as well as between two countries.