Adoption of Social Media in Victorian Local Governments

The use of the Internet and social media tools by Australians has increased significantly over the last five years. Social media tools provide local governments with the opportunity to inform, serve and interact with their con-stituents on a level not previously possible. This paper uses a mixed method approach to firstly review current use of social media tools by Victorian local governments and secondly interview elected officials and adminis-trators of four Victorian local councils about barriers to the adoption of social media tools. The results show that while 59 Victorian local governments (74%) are utilizing at least one social media tool, there are 20 coun-cils (25%) that still do not utilize social media tools. The interviews indicate that the main barriers hindering social media implementations are: uncertainty, fear of risk, lack of knowledge and experience, lack of resources, lack of trust and, the culture of government. The main contribution of this study is a review of the current level of adoption of social media tools by Victorian local governments and identifies a number of barriers that pre-vent local government from fully utilizing the advantages of social media tools. Currently most Victorian local governments use social media to disseminate information