The collaborative construction of digital identity in the public administrations

Abstract

The public administrations in Spain started to use horizontal social networks less than a decade ago. Since then with their own profiles they have been building their 2.0 brand, this being the sum of the digital identity that from the administrations was generated through the institutional social profiles and managed by the public administration itself and the reputation that the environment built by "talking" and "conversing" with the profile institutional of the administrations. After these years it is necessary to analyze again the 2.0 identity of public administrations, so that this is no longer constructed solely from the institutional profile but as the result of the digital identity of various groups. First of all the profile of public administration, secondly the digital identity of its public managers, thirdly the public employees that compose it and finally, the digital identity of actors very closely related to the public administration in question must be included. Beyond knowing how the new identity is, the advantages, disadvantages and risks of this "new iden-2.0 ", especially that related to the individual behavior of the actors that are not the institutional profile itself, should administrations influence, and how, in the personal uses of social networks if these affect the identity of the organization? Are these non-institutional actors aware that the personal use of social networks influences the organization's 2.0 identity?