Abstract

Local Public Administrations are increasingly adopting new technologies and, in particular, Social Network Sites - such as Facebook or Twitter - to relate with citizens or better, to inform them. Communication practices seem to be reshaped by the so-called New Social Media Wave, but in a very spontaneous and often no-strategic way. Using SNS, local institutions aim to reach citizens directly, though without normative landmarks, often inspired and managed by mayors or local politicians, with one-way contents and a lack of performances' measurement practices. This article, built on the insights of PRand Press Officers underlines the New Media's impact on their work. Thanks to an empirical research on 18 municipalities in Tuscany, the paper puts in evidence different points of view on SNS' use in local institutions and it explores different management styles, revealing different organizational behaviors and needs.