Title: Current usage of organisational blogs in the public sector

Authors: Jaekyung Kim, Sang-Heui Lee, Min Suk Shin

Addresses: Department of Management, University of Nebraska-Lincoln, 209 College of Business Administration, Lincoln, NE 68588-0491, USA. ' Department of Management, University of Nebraska-Lincoln, 209 College of Business Administration, Lincoln, NE 68588-0491, USA. ' Department of Management, University of Nebraska-Lincoln, 209 College of Business Administration, Lincoln, NE 68588-0491, USA

Abstract: The use of organisational blogs is widely witnessed in the private sector for marketing and promotional purposes. Adoption of organisational blogs in the public sector for such purposes has begun to appear only recently. In South Korea, the most networked country in the world, almost one-fourth of the population is involved in a blogging service called Cyworld. Many South Korean government agencies have initiated their blogging services within Cyworld to maximise their service capability, as blogging is a very efficient and effective bidirectional communication method. In this study, we investigated the blogs of three national-level Korean government agencies by adopting a qualitative analysis method to investigate the contents of each blog. Government blogs were found to be used more for announcements or reports for public relations, while limiting the visitor|s participation. The findings of this study can provide helpful guidelines for developing blogging strategies by government agencies in other countries.

Keywords: organisational blogs; government blogs; content analysis; public sector; South Korea; blogging strategies.

DOI: 10.1504/IJITM.2008.016606

International Journal of Information Technology and Management, 2008 Vol.7 No.2, pp.201 - 216

Published online: 11 Jan 2008 *

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