What’s so Social about Facebook? Distant Reading of Swedish Local Government Facebook Pages, 2010-2017

ABSTRACT Social media, particularly its more social aspects, can be challenging for organizations. In this article local governments’ communication on Facebook is used as a case study and analyzed through a mixed methods approach, utilizing distant and close readings of 50,000 Facebook posts from 23 Swedish local governments. The aim is to investigate patterns in both content and style with a particular focus on social interaction, drawing on a neo-institutional approach and the idea that communication can play an explicit social function. The findings suggest that local governments used Facebook mainly to inform citizens, whereas dialogue and discussion were directed elsewhere. When local governments translate social media into practice, it seems to be done in line with established channels and ways of communicating. These findings underline the need to understand local governments’ use of social media in relation to concepts such as openness and control, where attempts are made to control an uncontrollable online environment. Another key finding is that local governments seemed to post when there was very little or nothing to say; they posted about the mundane, trivial, and ordinary. These findings indicate an adaptation of the language and discourse of social media which contrasts with bureaucratic language.