Relevant communication channels and formats

Government communication on social media

The media consumption of the population is changing and more and more information is obtained from social media. Being present on social media as a state agency allows us to reach the target groups better and faster, be there for the citizens and cast light on topics from different angles. At the same time, social media is a fast and visual short format where it is necessary to compete for people’s attention with their friends and other businesses.

Officials on social media

It is impossible to draw a clear line between the personal positions of an official and the official positions of an agency. When communicating on social media, an official must keep in mind that all the information communicated there is public and their position can be interpreted as the official position of the agency. On the one hand, it’s good that officials speak out and participate in various social media channels, but on the other hand, they need to be aware that they are in a position of public authority. If an official is unsure about what to say, it is advisable not to use their personal account, but come up with a message suitable for publication on the agency’s page instead.

Officials must also follow the Code of Ethics for Civil Service on social media and keep the reputation of public authority in mind. An official must not compromise on the quality of communication and must stay within the limits of their competency when addressing topics. Publication of information meant for internal use or other sensitive information is prohibited.