Facebook Contradictions in Municipal Social Media Practices

The purpose of this chapter is to explore the emerging social media practices of governments and citizens. The study takes on the status of an exploratory case study and draws on a grounded research approach. The case study shows an emerging social media practice that is embedded in and driven by a diversity of contradictions. The study identifies the following three contradictions as the most significant: communicative contradictions between service administration and community feeling, organizational contradictions between central control and local engagement, digital platform contradictions between municipal website and social media. The chapter presents a single-case study, which is a small contribution to the initial understanding of the social media practices of governments and citizens. The analysis indicates how a local municipality in its social media practices on Facebook is embedded in and driven by contradictions, and hence offers insights into a new way of understanding the challenges and opportunities of government social media.