Informatization Policy (정보화정책)

National Information Society Agency (한국지능정보사회진흥원)
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Factors Influencing Social Media Use in Local Government

지방자치단체의 소셜미디어 활용과 영향요인에 관한 연구

  • Noh, Jae-In (Department of Public Administration, Incheon National University) ;
  • Chad, David Anderson (Department of Public Administration, Incheon National University) ;
  • Seo, Jin-Wan (Department of Public Administration, Incheon National University)
  • Received : 2019.02.21
  • Accepted : 2019.05.29
  • Published : 2019.09.30
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Abstract

The use of social media in government has expanded steadily around the world on the basis of Web 2.0 technology. The government uses social media as a tool for enhancing transparency, participation, collaboration, and saving costs. However, the use of social media in the public sector has not only been positive. It has also been described as a double-edged sword. Most local governments in South Korea use social media for a variety of reasons but there has not been enough practical study of the effectiveness of social media use in the public sector. Local governments generally have positive views of their social media use but the real application of social media is not consistent in each local government. This study tried to determine the reality of social media use in local government and what factors influenced its use. The research analyzed the data from a survey conducted by the Korea Local Information Research & Development Institute (KLID) in 2015 and data from Facebook in each local government. The results show that most local governments were using Facebook for promotional purposes and local government officials similarly recognized that they were using Facebook well. However, local governments showed great differences in their use and practical effect. Meanwhile, the study found that population, financial independence, level of government, the entity operating social media, the median age, and whether social media are used for interaction or to gather opinions were the most influential factors that make a difference in utilization in local government.

최근 공공기관에서 다양한 목적으로 소셜미디어를 활용하는 사례들이 나타나고 있다. 우리나라의 경우 대부분의 지방정부에서 소셜미디어를 사용하고 있지만 소셜미디어 사용에 대한 실증적 연구는 충분하지 않다. 현재 우리나라의 지방정부들은 소셜미디어에 사용에 대해 대체로 긍정적인 평가를 하고 있지만 실제 활용에서는 일관된 모습을 확인하기 어렵다. 이러한 상황에서 본 연구는 지방정부의 활용 현황을 확인하고 활용에 영향을 주는 요인은 무엇인지를 판단 하고자 하였다. 이를 위하여 한국지역정보개발원에서 2015년 조사한 설문조사 결과와 각 지방자치단체들의 페이스북 활용 현황 자료를 토대로 분석을 진행하였다. 조사결과 지방자치단체는 대부분 홍보 목적으로 페이스북을 활용하고 있었으며, 자신들이 페이스북을 잘 활용하고 있다고 평가했다. 그러나 실제 활용에는 지방자치단체마다 큰 차이를 보였다. 한편 이렇게 지방자치단체의 활용에 차이를 가져오는 영향요인은 인구, 재정자립도, 단위, 전담 조직, 연령, 그리고 소셜미디어 활용 목적이 소통 및 의견수렴일 경우 로 확인되었다.

Keywords

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