Abstract

The article investigates, through the theoretical lens of public communication, the process of adoption of social media in public health institutions, highlighting the transformation of communication and information activities in the Italian public sector. These issues are analyzed thanks to an empirical study carried out with the 36 communicators working for local health authorities, and responsible of managing institutional channels on Facebook. Interviews highlight trajectories towards a strategic adoption of social networks, but also focus on the barriers that impede to innovate communicative practices, preventing health authorities from having a proactive role and a visible voice on social media.