Social media strategies: Understanding the differences between North American police departments

Within a short timeframe, social media have become to be widely used in government organizations. Social media gurus assume that the transformational capacities of social media result in similar communication strategies in different organizations. According to them, government is transforming into a user-generated state. This paper investigates this claim empirically by testing the claim of convergence in social media practices in three North-American police departments (Boston, Washington DC and Toronto). The research shows that the social media strategies are widely different: the Boston Police Department has developed a ‘push strategy’ while the Metropolitan Police Department in DC has developed a ‘push and pull strategy and the Toronto Police Service a ‘networking strategy’. The paper concludes that a combination of contextual and path-dependency factors accounts for differences in the emerging social media strategies of government organizations. Social media have a logic of their own but this logic only manifests itself if it lands on fertile soil in a government bureaucracy.