The document discusses how public information officers can use social media to engage with the public while balancing democratic principles. It provides an overview of why social media can both aggregate communities into factions, as James Madison feared, but also how a PIO can use social media to disseminate information widely and participate in online conversations to distribute power. Specific tactics covered include engaging on blogs, forums and social sharing sites, as well as tools for monitoring social media conversations.

2. For the Masses, For the Individual Using Social Media for Public Information Jamie Beckland, Emerging Media Specialist

7. Social Media = Factions! Homeless Advocates Environmentalists Foodies Transportation Junkies

16. Participation Venues and Tactics

27. Monitoring Tools and Tactics

31. Sample Tool View