There is a wide range of social media tools that government agencies could utilize. Below is a list of rules on how a government entity can take advantage of common social media tools. However, with time new tools that would prove beneficiary to government entities’ communication strategy may be identified.

The government entity could choose to perform activities on one or all of the following tools.

Blogs are mainly considered as an extension to the website that serve a specific purpose and used to share thoughts and views in relation to specific topics that are related directly or indirectly to the services that a government entity provides. It mainly consists of a platform where articles are posted and allowing the visiting audience to provide their comments, which are posted along with the original entry.

• Blogs for a government entity may be considered as they provide a humanistic way in triggering a personalized two-way discussion and dialogue with the audience.

Discussion boards is an extended version of the blog that mainly consists of having topics posted and allowing your audience to submit and re-submit entries in relation to a certain topic consisting of views, answers to questions, ideas, etc. The whole conversation will show in a thread like format. The idea is mainly the user posting a message or a reply to a topic and coming back later to check if other users have posted any related entries.

• Discussion boards for a government entity may be considered as they provide a way where use could achieve the following:
  • Preview the list of available topics and related threads
  • Search the existing threads for answers to their inquiries
  • Submit their own enquiries and await a reply from the government entity or from other registered users.
• Discussion boards must require users to register to the system so that they can be identified before being allowed to share enquires. This would guarantee the authenticity of the communication that is in place.
• A moderator, from the concerned entity, should be involved to monitor and control discussions and threads.

Micro-blogs and the act of Micro-blogging is a relatively new and emerging concept that consists of having a set of small blog posts that you either submit or read. They are usually short messages (140 characters for twitter). You could choose whom to follow and receive blog posts from and others could follow you also. These small posts could also contain links to read more on the website, photos as well as videos.

• Micro-blogs for government agencies may be utilized to have people follow your posts (for twitter they are called tweets) and trigger a conversation that is quick and simple.
• The agency may choose to follow others based on its interest.
• Each post should contain a link to the website to read more about the post if available and this will consequently increase traffic.

Social networks are known for the ability to target connected audiences. They also provide a rich platform containing tools that allow for quick and easy dispatch and propagation of information. Social networks range from the most common form where users make use of to stay in touch with family and friends (Facebook), to the more professionally oriented platforms (Linkedin) that provide capabilities and features that are more related to the professional and business-oriented aspect of the user.

• Social networks for a government entity may be considered as a platform to connect with audiences where they are and would allow for the posting and promotion of regular updates that would interest the public. They may be utilized as an additional way where the government entity would increase its outreach by providing regular updates on its activities, projects, events, tenders, etc. as well as make use of the interactive capabilities provided by the platform. Social networks are extremely efficient to communicate, interact and spread information.
• Whatever is posted on Social Networks must be linked back to the website for additional information; this proves to be an efficient way to increase traffic on the agency’s official online presence.

Wikis are mainly known for the collaborative aspect that they provide. It consists of a compilation of web pages providing the users with the ability to modify the content as well as contribute with content of their own. This is mainly interesting when specific information is posted where users being internal or external are given the ability to view and provide insights on by providing their own content.

• Wikis for a government entity may be considered to open up collaboration between the agency and its target audience be it users, businesses or other governmental agencies. Wikis could be either opened for use by the public or specific for a specific audience.

Video sharing platforms are mainly used to communicate and share video related content. Studies say that videos are effective ways for reaching the young audiences.

• Video sharing platforms for government entity may be utilized to share advertisements that might be produced by the agency. The actual shared video must contain the URL of the website to direct traffic to it.

Sharing photos has become one of the most activities on social media platforms as they address the visual senses for the visitors and thus triggering a positive emotion towards the content piece.

• Photo sharing platforms for government agencies may be used when the agency has a wealth of photos related to specific activities, events, press conferences, etc. The audience will be able to preview these photos, share them and provide their comments.
• Shared photos must include the URL of the website to direct traffic to it.

Podcasts are considered one of the most efficient ways to share audio content (mp3) as well as in a manner that is easily accessible and retrieved by the public.

• Podcasts may be used by the government entity as a channel that the audience would subscribe to, in order to stay updated on the latest news, events, tenders, policy updates, etc. in audible format.
• Audio files must always mention the URL of the website to direct traffic to it.

RSS feeds are mainly a format that once used with an RSS feed reader would be able to notify users with any updates that has happened on the website. By subscribing to it using an RSS feed reader (such as Internet explorer, Firefox, Microsoft Outlook, Google Reader, etc.) the user will get instantaneously updated when a piece of information is posted or updated on the website.

• RSS feeds may be used by the government entity as a way to provide the content to its audience directly from their website yet without obliging them to visit the website themselves.
• RSS feeds mainly provide the title as well as a small description of the update and must provide a link to read the full details on the actual website, thus increasing its traffic.