According to Ms. Ten Mariano, Director for New Media of PCOO, Social Media Administrators have to carefully craft responses to sensitive issues posted by followers/guests of the Social Media channels they are handling. An error committed in their communication would immediately be attributed directly to the President. As for determined protocol in handling the Social Media channels of the President, the Social Media administrators are still dependent on the instructions given by the head of the Social Media department. Despite the sensitive nature of the communications conducted by PCOO New Media, coming up with determined protocols to guide the department’s operation remains to be a challenge. From the aforementioned concern raised regarding PCOO New Media’s operation and objectives of the study, the study aims to assess the efficiency of PCOO New Media through the following: 1) observation of PCOO New Media operation and check whether it is consistent with E-Government and Government Communication principles; 2) review of organizational structure to support operations; and 3) check for provision of facilities and structures to support PCOO New Media operation. The study operates on the hypothesis that assessment of PCOO New Media’s operation using Edward’s (1972) Software, Hardware, Environment, Liveware (SHEL) model integrated with E-Government, Government Communication, and Social Media principles will promote efficiency by setting criteria that can be used for planning, monitoring, and evaluating PCOO New Media’s operation.