National and local governments are using social
media innovatively to become more responsive to their public. Panos
Panagiotopoulos argues that government agencies should think about their use of
social media as a way to become more responsive and to educate and
influence and should focus less on measuring the speed and volume of
interactions. Government agencies should use social media to listen and engage
proactively with specific audiences. The UK Food Standards Agency’s digital
engagement activities show how this approach can be put into practice.
