Businesses and people of all ages use them everyday: applications such as LinkedIn and Facebook are blending technologies and social interaction, thereby providing an
inexpensive and accessible tool for communication. Social media is no longer a novelty but is already an integral part of the modern media mix. In public administration, social media tools are emerging as an innovative means of fostering two-way communication between citizens and administrations. Recent public sector initiatives have demonstrated the added value of social media for mobilising citizens, developing collaborative content or raising their community’s profile. However, new technology requires new skills; this is also true for social media use.
The use of network platforms raises various regulatory issues regarding privacy and data protection. It also requires the development of new skills such as effective
corporate image control, monitoring and maintenance (e.g. updating content, managing customer relations).