Social Media as a Contemporary Communication Tool Between a City and its Users – a Theoretical Approach

Abstract

Social media have become a standard in contemporary communication. That is especially true for business which jumped at the opportunity to con­nect with current and prospective customers allowing them to integrate with their favourite brands and products even further. This trend, however, seems to be absent in the public domain. Local authorities notice social media but attempt to use it in a one-to-many format, which is incompatible with the interactive nature of the new medium. Cities can strongly benefit from an active presence in the social sphere as it opens new paths to co-governance and better communication.