Social media in state lotteries: Exploring the role of technology in program marketing

Abstract

State-sponsored lotteries are adopted to raise funds for state programs. As such, there is a public mission within these organizations; however, most operate like private companies, thus shifting the organizational ethos to profit maximization. Much research on social media focuses on federal and local government agencies. In this paper, we explore the role of social media in lottery program marketing. Through an analysis of random lotteries on Facebook, Twitter, YouTube, and Instagram, we find: 1) a focus on aspirational marketing to promote the lottery as a business entity through its products and 2) increased dialogue with followers (i.e. customers) compared to other public agencies. This is a shift in how public organizations traditionally use the social tools, showing there can be a balance between marketing and dialogue.