Figures and Tables xi

Preface xiii

Acknowledgments xvii

The Authors xix

PART ONE How Did We Get Here? 1

ONE What Are Social Media, and Why Should Government Pay Attention to Them? 3

TWO Social Media Versus Traditional Media 7

THREE Transformative Properties 13

FOUR The Social Media Ecosystem in the Public Sector 17

FIVE Social Media in Action 23

SIX What’s Driving Social Media Adoption—and Why Is All This Happening Now? 31

PART TWO The Tools: Where Do I Start? 35

SEVEN Social Networking Services 37

EIGHT Blogs 49

NINE Microblogging 59

TEN Wikis 71

ELEVEN Choosing the Tool That’s Right for You 83

PART THREE Policy and Implementation 93

TWELVE Social Media Strategy 95

THIRTEEN Social Media Tactics 103

FOURTEEN Key Elements of a Social Media Policy 109

FIFTEEN Employee Social Media Use: Personal Versus Professional 129

SIXTEEN Implementation 141

PART FOUR Where Do We Go from Here? 147

SEVENTEEN The Future of Social Media in the Public Sector 149

Conclusion 165

Glossary 169

Additional Resources 175

Notes 179

Index 191