The main purpose of government communication is to connect the government and the people it serves. Traditional communication methods enable the government to communicate its policies and programs to the people without the need for feedback. Current government communication practices emphasize not just the need of the government to communicate information but also to gather feedback from the people it serves. This need to create a two-way government communication could be achieved by employing new communication vehicles that enable interactive, two-way communication.
Social Media is currently considered as the fastest and most effective way to communicate to a wider audience due to its interactive and real-time information dissemination capacity. In order to integrate, strengthen, and intensify the use of Social Media in government communication, it is necessary to create the necessary visible and invisible structures to support it. Just like in the case study of the United States of America, it is necessary to create a policy that would integrate all Social Media efforts of executive departments for a more integrated, comprehensive, and efficient information sharing among government agencies and citizens. It is also necessary to provide funding to hire competitive Public Information Officers and to acquire necessary tools to support operation. The study, through interviews and through principles from related studies regarding E-Government, Government Communication, and Social Media, emphasizes on capacity building of PCOO New Media through enhancement of software capacity by creating policies and protocols to support operations and through integration of research and analysis in the operations.