1 Copyright © 2012, IGI Global. Copying or distributing in print or electronic forms without written permission of IGI Global is prohibited. Chapter 1 DOI: 10.4018/978-1-4666-0318-9.ch001 INTRODUCTION In this chapter, we examine recent developments on the use of social media in the public sector and explore existing as well as emerging platforms, applications, and tools that can be used by the public sector in various settings. We also review some of the social media best practices as well as initiatives from different regions and countries and discuss their values to various groups of users. Finally, we examine the critical challenges the public sector faces in embracing Web 2.0 tech- nologies at the core of its processes and services. Anteneh Ayanso Brock University, Canada Darryl Moyers Brock University, Canada The Role of Social Media in the Public Sector: Opportunities and Challenges ABSTRACT Social media is promising new opportunities across a broad spectrum of public services. As the Internet and its ubiquitous applications extend globally, an increasing number of governments and their pub- lic service agencies are embracing social media as one of the major mechanisms to interact with the public. Social media provides a new wave of Web-based applications and channels for citizens to share constructive ideas and opinions and play active roles in various areas in the public sector. At the same time, social media helps government organizations and elected offcials of different government levels to actively listen to citizens and constantly monitor their existing services as well as develop new initia- tives. Effective integration of Web 2.0 technologies and applications into existing Internet infrastructure adds visibility and accountability in the public sector and enhances services to citizens.