Abstract
Advancements in social media technologies have transformed private, for-profit businesses since the inception of
Facebook in 2004, the most widely-used social media application across the globe. Private businesses have
capitalized on the web-based marketplaces that are created and expanded through virtual networks of “friends”
and “followers.” The use of contemporary social media applications has contributed to increased levels of
transparency, accountability and engagement for businesses, facilitating and enhancing their marketing and
public relations efforts. For public, non-profit agencies, however, the adoption of social media technologies has
been less successful. Particularly for state and federal agencies, the incorporation of social media applications
into everyday operations has been stifled by the availability of human resources and restraints on technological
resources—especially with regard to network security concerns. As is the case with the Ohio Division of Wildlife,
for those agencies that have removed the barriers to adoption, the use of social media applications has
demonstrated real potential to connect and interact with constituents. Because many state agencies provide public
services, connecting with the public in a virtual one-on-one basis is essential to understanding shifts and changes
in public perception and public need. This article presents a case example of a state agency‟s adoption of social
media applications in an effort to facilitate greater interaction among and between constituents