Although the use of Social Media as a new platform for government communication remains to be explored in both theory and practice, the study aims to examine related principles in Social Media and in Public Administration such as E-Government, New Public Management, and Government Communication and to provide a guide/criteria for PCOO New Media’s operation as a public sector entity. New Public Management (NPM) serves as the general backdrop and overarching principle that provides the rationale behind the move of the public sector to adopt new technologies, specifically Information and Communication Technology (ICT), to enhance its service delivery to the citizens.