How do cities use their communication channels? A study of social media adoption in two European federal states

Although they often remain active on other traditional and digital channels, such as newsletters, public sector organisations are increasingly active on social media to communicate with the public. While the usage of these social media platforms has gained attention from many scholars and practitioners, the articulation of diverse channels in cities' communication has remained under-commented. In this article, we investigate this issue through an analysis of the channels preferred by Swiss and Austrian cities to communicate with the population. The following questions are of particular interest: What are the main communication channels used by cities? And are cities that communicate through multiple channels more likely to adopt social media? Results show that cities are less active on social media than on traditional and other digital channels; however, cities present on a social media platform are more likely to extend their presence on these new channels.