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The use of social media applications has been widely accepted in the US government. Many of the social media strategies and day-to-day tactics have also been adopted around the world as part of local Open Government Initiatives and the worldwide Open Government Partnership. Nevertheless, the acceptance and broader adoption of sophisticated tactics that go beyond information and education paradigm such as true engagement or networking strategies are still in its infancy. Rapid diffusion is challenged by informal bottom-up experimentation that meets institutional and organizational challenges hindering innovative tactics. Going forward governments and bureaucratic organizations are also facing the challenge to show the impact of their social media interactions. Each of these challenges is discussed in this article and extraordinary examples, that are not widely adopted yet, are provided to show how …