The Tools of Government in the Digital Age: Second Edition (Public Policy and Politics)
The Tools of Government in the Digital Age: Second Edition (Public Policy and Politics)
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Public administrations are developing several mechanisms to increase the reception level or the impact of the information that they communicate (i.e public policy-making or public service delivery) using for this, marketing techniques. Therefore, we may consider the concept of marketing in the public sector as the process of identifying the needs of a target audience to try to meet them, taking into account at the same time the objectives of the organization and the society. This paper aims to address this reality, regarding to the new opportunities resulting in the use of the Internet. Therefore, the purpose of this paper is to analyze how the public administrations are using Internet and, above all, the tools associated with social networks, to carry out the marketing process of their policies and public services. This study shows several experiencies to integrate the citizenry within a more collaborative information process.