ObjectivesIn order to capitalize on

Objectives

In order to capitalize on the potential benefits of Social Media to improve government’s interaction with its citizens, there is a need to determine the use of Social Media in the context of government communication. The adoption of Social Media as a government communication platform is a new and unfamiliar practice for the Philippine government. The PCOO New Media is seen as a pioneer in utilizing Social Media in government communication in the Philippines. As a new department, there is a need for PCOO New Media to have criteria that can be used for planning, monitoring, and evaluating its operations. Due to the urgency of providing services to the citizens, it is a reality in the public sector that some of the innovations introduced in and by the government often go through trial and error without being accompanied by sufficient planning, research and strategy. The study aims to provide a framework PCOO New Media can use to support its operations.