Paper How Can You Apply Social Media in Local Government to Municipality
Open access peer-reviewed chapter
Social Media Apply and Denizen Engagement in Local Authorities of Thailand
Submitted: March 22nd, 2017 Reviewed: September 13th, 2017 Published: Nov 17th, 2017
DOI: 10.5772/intechopen.70982
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Abstruse
This chapter aims to present the situations of social media use for developing local governance in Thailand. The principal objective is to study how social media can be applied for improving citizen date in local assistants. So, this affiliate would like to demonstrate these results through a case study, Phuket municipal. This written report would nowadays how Phuket municipal has applied social media to improve internal operations and relationship with people; how people can utilise social media for engaging with the municipal in several dimensions; and what are the impacts of those works in terms of local governance development.
Keywords
- social media
- local governance
- denizen engagement
- local government
- S-government
*Address all correspondence to: sataro@kku.ac.th
one. Introduction
The growing social media utilize in authorities and the interaction between citizens and government via government website encourage modify in internal regime bureaucracy. Lazer et al. [1] found that digital government data demand to be analyzed and interpreted in guild to understand to what extent they support regime's mission. There is no prior study on social media use past local governments in Asean countries. Many agencies are however reluctant to measure their online interactions, or are even prevented by their interpretation of existing laws and regulations [2]. Even though social media amend the communication betwixt citizen and government better than e-regime sites, with a sense of personalization or community, it may hinder rather than facilitate the delivery of services [iii]. In Republic of korea, social media connections had considerable influence on citizen engagement via Twitter that serves as a source of public data on important topics such equally safety and wellness, merely the government'due south efforts to connect with citizens are less effective in communicating with citizens and responding to their needs [four].
The application of ICT ways profound organizational challenges to government agencies especially in two crucial respects: (one) restructuring of authoritative functions and processes; and (two) coordination and cooperation between dissimilar departments and different levels of government [5]. However, in many east-governments, projects are not ever good stories, not only in developing countries only too in developed countries. Chadwick [six] found out that the failure of the "TechCounty," an online denizen project in the U.s.a., was due to the institutional variables: the e-government team was costless-floating rather than embedded in the county executive's function and was therefore unable to drive modify; departmental rivalry and different decision-making cultures; ambivalence on the office of elected representatives; technologically-aware leadership was defective; and, an eagerness to avoid bad publicity. Other researchers phone call for the concept of transformation in using ICT, including social media for government [7]. They conclude that transformation is a circuitous problem to which no universal approach exists and for which different types of models can be used [7]. Managers want models that help them realize the transformation, whereas policymakers are more interested in models that help them shape the right management and place relevant elements [7].
Meanwhile, there are very express number of research on the relationship between technology and organizational form and role. Betwixt 1996 and 2005, only two.8% of 1187 research published in four leading journals focused on the human relationship betwixt engineering science and organizational course and office [8] (Zammuto et al., 2007 ). In their inquiry article, Zammuto, et al. ended that information technology is very important to report how information is socially and organizationally made sense of because organizing takes place around those understandings and subsequent deportment, not merely around information acquisition and transmission, and to study how affordances emerge and evolve with irresolute technological and organizational features [8], and to understand the bear on of affordances on purlieus conditions. Zammuto, et al. [8] use the term affordance that refer to affordances for organizing depend not only on the functionality characterizing the it, simply also on the expertise, organizational processes and procedures, controls, boundary-spanning approaches, and other social capacities present in the organization.
Social media is ane of the nigh popular digitalized tools that can support people to deeply participate with local government. Even though there are many ordinary tools such as public meeting, public hearing and referendum, only these kinds cannot make impact to local government every bit much equally expectation. That mean they cannot be used to change local regime more because they are e'er controlled by the local government.
This enquiry investigates the impact of using social media on organizational class and function of selected local governments in Republic of indonesia, Thailand and the Philippines. What is the electric current level of social media employ in three cities of ASEAN namely Bandung, Indonesia; Phuket, Thailand; and Iligan, Philippines? What are the challenges to the internal capabilities of Indonesian, Philippines and Thailand local government agencies in using social media and its contribution to policy making?
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ii. Theoretical review
2.1. S-government and organizational transformation
Oginni [nine] said that social media can transform regime arrangement into s-government. Transformation is capability to enable organizational change, which requires the management of projects or programs to develop or integrate systems, leadership and modify in culture or organizational factor. In that location are some transformations that will happen every bit follow.
two.two. Organizational factor
Regime system is one unit of the social organization and is strongly affected by information technology. In a social system, organizations conduct experiments that concur with our everyday experience with them [10]. According to Luhmann, organization belongs to the course of autopoietic system as a result of decisions and function, as determination bounds for follow-upwards decisions, and is quite different from the normal textbook definition of "goal searching systems, goal realizing system, goal directed combination of capital letter, people, and data" [x]. Furthermore, Luhmann argued that organizations as just consist of goals and/or means to realize them is to mistake results of organizing for organizing itself [ten]. The theory of autopoiesis was developed by the two Chilean cognitive biologists Humberto Maturana and Francisco Varela in the 1960s and early 1970s. The bones building block of social systems is communication. Communication consists of data, utterance and agreement, and is that which allows for a system's self-constitution. Luhmann defines social systems equally being principally boundary-maintaining systems [11]. Luhmann [12] conceives of communication equally a combination of three components: (ane) information; (2) utterance; and, (3) agreement, each of which Luhmann conceptualized as selection.
What are the elements of organizations? Elements of organizations are communications that communicate a selection as a pick [10]. Communication has inner construction equally a selection of a set of selectable options, and it can exist recognized as a decision and connected to prior decisions and thereby can contribute to the self-production of the organisation [13]. Organization needs a structure to support the product of elements past elements, namely conclusion premises. Decision premises involves three aspects: normative points of reference providing a focus for the production of follow-up decisions; determination bounds contribute to the regulation of the production of decisions past marking decisions from them; and new determination accept into account existing decision premises as presuppositions [ten].
ii.iii. Membership
How exercise decision premises work in organization? In that location are eight types of decision premises namely: membership, communication pathway, decision programs, personnel, positions, planning, self-description, organization culture and cerebral routine [10]. In an organization, simply members can contribute to the generation of decisions. Nonetheless, using social media, citizens influence direction and outcomes of government, improve the authorities's situational awareness, and may even help execute government services on a twenty-four hours-to-24-hour interval basis [xiv]. In other words, citizens are members of government organization who tin contribute to the generation of government decision on a day-to-solar day basis. Governments' transition from Web i.0 to Web 2.0 will require fundamental organizational and administrative changes as many of the emerging social-collaborative technologies sit down uncomfortably with public sector hierarchies and decision-making processes McNutt [15].
2.4. Organizational civilization and cognitive routine
Like other organization scholars, Luhmann [sixteen] argues that organization has undecided decision premises, namely organizational culture and cognitive routine. Organizational culture as basic values woven into the fabric of the organization likewise as undecided rules for decent behavior or for the attribution of blame or praise is also an instance of cultural determination premises [10]. Cognitive routines are a by-product of ongoing practices in the organization's relation to its social and non-social environments. 1 character of the authorities is a joined-up or integrated government service delivery; governments have to deal with the problem of fragmentation of government within the constitutional, legal, and jurisdictional limits [17]. Today, the well-nigh significant barriers to social media adoption are organizational, cultural, and legal: not technological [15]. Government organizations should be willing to investigate whether more playful interactions with citizens tin can help to engage on serious bug [eighteen].
2.5. Advice and organizational structure
The second type of decision premise is communication pathway, prescribing the "route" that should be followed in operations, to be counted equally decision in an organization [10]. Luhmann [13] argued that communication pathway does not necessarily involve "hierarchy, but as well a lateral communication one." Luhmann's key idea was that organizations decide by themselves, which is considered as a conclusion [xix]. This applies to decision advice as well. Personnel and position in public administration are organizational structuring variables [20]. Luhmann argues that competencies and feel are very important for conclusion premises. Another research recommended that government arrangement should implement its networking strategy by mobilizing Twitter accounts of various government institutions and promoting their cooperation instead of following Twitter accounts of citizens or networking with them [4]. In other words, Klievink and Janssen [7] proposed the integration of ICT into authorities organization. Integration in authorities tin can be divers as the "forming of a larger unit of government entities, temporary or permanent, for the purpose of merging processes and/or sharing information" [21]. Hence, integration extends to both process integration and information integration (sharing) [22] and pertains to the institutional dimension and in part to the loftier-level functional dimension [23].
2.half-dozen. Personnel and position
Personnel and position in public administration are organizational structuring variables [xx]. Luhmann [xix] argues that competencies and experience are very important for determination bounds. Information factors consist of communications and Information and Technology [24]. Those aspects are important variables regarding the relationship between government organization and citizen used to study Arlington Canton. The influence of ICT use on organization transformation process in the netherlands confirms these previous findings [7]. Fulla and Welch [25] furthermore expect that the system tin choose amid v options for response to an asynchronous query: non-response, generic response, direct informational response, referred informational response, and referred action.
Meanwhile, the response level is dependent on the operation of the virtual team a in certain arrangement, the link between virtual squad members more social and psychological in nature [26]. The virtual teams are run on trust rather than on control, which requires lateral communication and active involvement from each individual under a flat organizational structure, participatory management practices and novel schemes of shared responsibleness [26]. The Luhmannian perspective developed here helps u.s. to address the relatively neglected questions of how the operating and strategy routines of an organization are related to each other, and how both are related to the generation of strategic change [27]. Social systems for Luhmann are not, therefore, systems of activeness, structured in terms of the thoughts and behaviors of private actors, just systems of communications in which the communications themselves determine what further communications occur. Luhmann introduces his concept of episode in the context of societal change, and it does not characteristic explicitly in his accounts of organizations.
The insight, which again challenges the exceptionalist view, is that for the line direction of an arrangement, strategic episodes are the routine focus of strategic practise. The other insight concerns the human relationship between organizational strategy and the practices of 'strategists'. Regime arrangement culture in the emerging "Digital Era Governance" (DEG) and "Transformational Government" (t-gov) paradigms is such that "citizens and businesses will increasingly co-produce almost individual outputs using electronic processes, leaving agencies to provide but a facilitating framework" [27] and "denizen empowerment" [28].
2.7. Public policy making
Decision programs are regulative conditions for right or wrong decision behavior, namely goal program and conditional program [10]. Goal programs specify goals (desired) that should exist pursued, depending on the circumstances or expected side-outcome, and conditional programs take a general form that allows for dissimilar levels of specification [10].
When regime organization managers confront the growing demand from citizens via social media, they are not producing sequential decision, producing 1 decision after the other, but they can produce multiple coherent decisions at the aforementioned moment in time and at different moments in time [10]. Luhmann defines those decisions as planning. Yet, organizations accept other ways of integrating decision bounds, namely self-clarification. Self-description function is a means to bring the multitude of determination bounds to a unity [10]. This means organizations are not "sequential mechanisms" producing 1 determination afterward the other, only at the same fourth dimension organizations must coordinate "issue-like" (via social media) character of conclusion, called planning [10, 16]. In each stage of policy processes, technology has an important role to play in the digital age. The policy process requires quality inputs, decision making and feedback mechanisms to be successful.
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3. Touch on of social media in the decision making of local public organizations
Social media was widely used by the Thailand government and citizens during the flooding crises in 2001, 2011 and 2012, where more than than xiii.vi million people were affected. Social media became an ineffective communication tool during the crises since many rumors were left to proliferate faster than the Thai authorities could control [thirty]. Evidences shown by a study suggest that people used Facebook to request for help, criticize government, and unveil suspicious activity of the Overflowing Relief Performance Center (Krutern, 2012).
In social club to present the situations of social media use in Thailand, this chapter would similar to present a lesson from 1 municipal to be case written report. It is Phuket metropolis municipal. Co-ordinate to the head of Government Administration, the Phuket city municipality has been using many types of social media such every bit Line, Website, Facebook, Twitter, and YouTube. The get-go blazon that got permission was a line awarding, namely, "PR Ted-sa-ban-na-korn-phu-ket." The subscribers are mass media groups in Phuket. This group, including teamwork of Phuket metropolis municipality, has oftentimes connections inside the group. The group has just been founded in 2015. In this line group also provides a service for customer complaints, namely, "Srang-ban-pang-muang." This subgroup includes heads from various public parts, members and committees from municipalities, etc.
The process for customer complaints is that a customer volition postal service a complaint(southward) in Line-Srang-ban-pang-muang. Once the problem complaint is shown up in the Line-Srang-ban-pang-muang, the office staff will print out the complaint statement to report the relevant departments. The complaints and their number volition be reported in a meeting every month in lodge to find a solution and improve service.
Moreover, the Phuket urban center municipality has been managing public relations via the website – world wide web.phuketcity.go.th for spreading it information. In the website, customer complaints can be done as well, including discussion lath for general topics. Making a complaint via this website requires that a form that appears in its detail webpage is filled by the client who complaints. The filled course would exist printed out and sent to hierarchical college administrators to make considerations every month. Subsequently, the ambassador will make a conclusion that which department or person should take an action or a responsibleness for that complaint. The assigned department or person needs to find a solution to solve that problematic complaint.
For Facebook, the Phuket city municipality created "Na-ri-sorn" as a fan page. The subscribers can requite opinions, complaints, or data. Phuket city municipality has used this social media to make public relations for its activities every bit well. Soon, at that place are thousands of subscribers following Na-ri-sorn. Complaining via Facebook is not popularly used. The process is similar to other options mentioned above.
For YouTube, the Phuket city municipality has uploaded TV programs of the municipality in YouTube. The Phuket metropolis municipality has besides used Twitter; all the same, this social media is not popular and information technology is during development.
The office of the Phuket city municipality has information service middle located in the first flooring on the left. This center was established to serve "Official Information Act, B.East. 2540 (1997)." The Act stated that the center needs to provide the relevant documents such as municipal law, upkeep, development plan, and procurement.
Some other channel for the client service center is a phone call numbering 1132 and 119. The next channel is an annually activity written report. Information technology is made every year by the Phuket city municipality to declare budgets for projects, including future plans past postal service a observe at customer service center, the Phuket city municipality.
The last channel is Damrongtham center of Phuket city municipality where people can send a complaint to. Additionally, the Phuket city municipality has used a LED screen to spread information. The LED screen is located at the information counter service, Office of Civil Registration.
The advantages of social media are to aggrandize advice channels, increasingly substitution data betwixt people from unlike groups, access to target group easier, reduce PR toll, quickly report any activities of the municipality any time, and decrease traveling toll of customers who want to make a request or complaint. Also, social media enables the Phuket city municipality to response complaints effectively.
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4. Impact of social media in the efficiency of local public direction
Previously, the Phuket municipality received complaints by phone phone call 1132 and 199 for burn down cases. However, that channel had a limited response. It did non serve all people with different needs. Thus, the Phuket municipality created the website. However, it seems that it served people quite not well. Later, the municipality created a Facebook account. Each office created its own Facebook account. With Facebook, the numbers of people who follow has been increasing. Lastly, Line, a two-manner advice tool has been used as part of the Phuket municipality as well. Each part has its ain Line either. Line has been used for subgroups (within municipality groups) such as an executive group, head of department grouping, civil-servant grouping, etc.
Social media grouping at community level refers to the group for people in the communities, namely, "Old Phuket Boondocks." This group includes executives and people in communities. Some social media may be created with a specific purpose; for example, the Line, an application, for improving surround that includes staff who have been working for environment within the group. This type of Line groups is informal and open for everyone. A formal Line group is "Sang-ban-pang-muang." The subscribers are the members of public organizations. Line "Sang-ban-pang-muang" enables the staff to gather complaint issues and send to upper levels to find solutions. Civil defense volunteer has used social media for management, solve problems, and service the people in communities. This one helps in sending pictures. It can keep and tract completed jobs. When a problem occurs, the person who needs assist can transport a film via Line to show a crusade of the problem, and so the group would help solve the problem. A complaint issue becomes more disquisitional when a relevant movie is bear witness as potent evidence. Therefore, Line is more advantage than onetime telephone telephone call 1132 and 119.
In the by, when number of problems or complaints increase, some issues might be missing and then the problems did not be solved. Line helps spread the problems in a formal way (step by footstep); however, in emergency case, Line can speedily send the problem then that the problem will be fixed equally fast equally possible. For example, if line pumps are broken and and then someone sends this problem in Line, the officer who ordinarily watches out in the Line would perceive. Tt is possible that this problem may be fixed inside just 1 24-hour interval. Compared to other types of social media, Line is almost constructive. About 80% of all of the complaints/problems is via Line.
Presently, about 100% of the people in communities take perceived that they can contact to the Phuket municipality by using social media. To illustrate, the group of "Old Phuket Boondocks" includes 140 members from almost 200 houses located on the Tha-lang street. The Ceremonious Defense Volunteer Group that is responsible for the lodge has well-nigh 180 more members. However, some people such as elders do non know how to united states of america IT. Complaining by elders will be increase afterwards.
Typically, when people complaint they have ofttimes asked for solutions to ready the bug correct away, but the Phuket municipality may not able to solve them in a short time. For example, when grilles on streets get damaged, the procedure may take time. When electricity power becomes blackout, the municipality can but pass the information to Provincial Electricity Dominance-PEA, but cannot fix the issues. The problems of using bad words in written complaints or suggestions in social media tools often occur. Arguments between pros and cons may be sent dorsum and forth. Consequently, other readers may be misunderstood in some bug and have negative attitudes to the municipality. The Phuket municipality will fix these cases by directly talking to the people. For case, putting water pumps into old trenches or buried electric wires under grounds was result in misunderstanding of some people. They thought that information technology could have been a cause of flood and fabricated the story exaggerate later equally they might non know that the municipality already put another pump to let water out.
In my personal view, I even so agree that using Line for the municipality jobs is the right answer of the solution equally it allows both pictures/images and messages, which help improve good connections. It is superior than typical phones that allows just sound. Previously, executives were agape that using social media in organizations might accept destroyed the systems or formal structures in the organization because employees might but texting on Line or Facebook and then ignored their works. Ministry of Interior has announced to ban using social media during works. Rather, using social media in the organization makes works more effective and improves performances. This is because social media makes works faster, reduces cost of computer resource. With personal devices such as I-telephone, I-pad, or other mobile phones of employees can serve using social media well.
One more interesting effect is that in a real exercise employees cannot sit at in front end of their computers all the time. Sometimes, they have to work outside the office. Social media would exist benefit for such example too. Wherever they are, their dominate tin give their orders.
Using social media besides is a proficient choice for the people who prefer texting to talking. In meetings, some people may feel non comfy to speak in front of many audiences. They may feel nervous. Other people can communicate by using writing skill meliorate than speaking skill. In such case, texting through social media would exist a good alternative for them.
One benefit of using social media for communication is to protect confront-to-face up argument. When opinions of a group are different, a disharmonize and fighting via words may occur. Avoiding contiguous conflicts by arguing on social media tools would be a good choice.
Social media has been used as an evaluation tool to tract works of the municipality. People can see works and projects of the municipality via social media; for example, pictures of a route with structure ongoing. People can run into the process or how much their works finished.
Social media may be used equally a tool for census, pooling ideas, or voting. When the Phuket municipality wishes to start a new project, the municipality tin ask for the communities' opinions before starting the project to protect future possible problems. For example, "Peun-Phuket group" concerns that if the development of the communities grows too fast, it is possible to get outcome impacts. This group will talk over in various impact issues.
For instance, Facebook tin provide statistics or percent of audition accessing as well. An advantage of social media is a new channel every bit advice innovation for people. Before long, information technology influences our society and is increasingly used. Embracing social media do not brand united states of america do more than jobs; rather, information technology makes a complaint process and finding solutions for people easier. Solving issues for the people is our duty.
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5. Social media and local governance
Development of social media allows people to communicate to each other faster and broader. Information technology is a tool that makes people come closer together. The people can directly communicate, request, or complaint to the municipality. This makes a municipality perceive data and problems that lead to planning, making policies, finding solutions. Using social media helps increase communication channels. Previously, a few channels of communications between people were available. We are like blocked from data. With social media, there is no longer or harder to cake data from people. Social media application, allows both images (pictures) and letters (letters); thus, it is better than regularly complaint approach.
Using social media in municipalities is not similar using a communication tool. Rather, information technology seems to exist a decision-making tool
Presently, almost all local public organizations use social media in advice betwixt local public organizations and their people. All of them have their ain websites and Facebook pages. Most of them apply websites and Facebook pages to make public relationships of their completed and ongoing projects such as checking swamps and dragging canals.
Social media can create the ability of community. When an important issue is posted, other members come into the grouping to share their opinions. For example, in case of excavating a tunnel, near of group members disagree. Thus, in one case the issue was posted, they gave messages to resist that project. They have a harmony. The ability of community comes from the power of social media. Although social media cannot be panacea to cure all bug, it is a good tool for groups to send their voices to metropolis council members or Mayor.
Information technology may be a new thing in the context of Thai that leads to incorrect usage. Sometimes, someone shares what posted without carefully thoughts. However, it is started seeing the evolution of using social media. Previously, people accept wasted time for long meeting and traveling. But present we can take a meeting in applications. Complaining in old mode requires traveling to the organizations. People need to larn more using social media continuously.
Finally, using social media can drive dynamics of social club to be better. Learning social media of Thai people should be supported. Social media in organizations is used not only for spreading the local government's information to the community but also create ability of communities. This is the way to develop local governance to exist happened in Thai societies continuously and sustainably.
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Submitted: March 22nd, 2017 Reviewed: September 13th, 2017 Published: November 17th, 2017
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