Using Twitter for Dialogic Communication: Local Government Strategies in the European Union

Social networks have changed the way in which governments communicate with citizens, encouraging them to participate in decision-making processes. Nevertheless, few studies have specifically addressed the use of social networks in public sector from the standpoint of dialogic communication theory. The aim of this study is, first, to analyse the extent to which European local governments are developing dialogic strategies in their Twitter profiles in order to establish and enhance relations with their citizens and then to examine the impact of certain factors on the implementation of these dialogic strategies. The findings show that the situation is open to improvement, because local governments are mostly unaware of the benefits offered by the use of dialogic principles when establishing online relationships with stakeholders. Therefore, this paper sheds light on the dialogic potential that social networks provide in public sector, and particularly, it offers a guide regarding how local government should implement Twitter to foster the dialogic communication with citizens.