ABSTRACT
This chapter discusses how government public relations practitioners can most effectively use social media. The chapter explains how to proactively communicate policies, build a social media following and respond to questions and criticism in an era in which citizens actively talk back. It also addresses the importance of responding to crises on social media in the “golden hour” and building, maintaining, and restoring trust on social media by making and vocally fulfilling promises. Finally, the chapter addresses new challenges that have emerged for government practitioners on social platforms in recent years, including fake news, “filter bubbles,” high-level Twitter attacks, and the increased frequency with which corporations weigh in on policy issues.
