“Making the Most of Social Media is written for local governments—cities, counties, townships and their affiliates—that are beginning to experiment with social media and would like to get more out of them. Its emphasis is on the use of specific applications, such as Facebook and Twitter, by government managers and communications directors. More than two dozen “early adopters” were interviewed for this report. Their experiences offer some lessons to local governments about what sorts of tools social media offer, how to integrate them into a busy office, and how to use them creatively to be more effective…Social media command a large and fast-increasing audience. Half of American adults have used at least one of these services, up from just 8% four years ago. Social media users still tend to be young but are growing more representative of the general population each year, and the majority of all adult users are now over the age of 35. These users are creating and sharing a tremendous amount of information: 500 million pieces of content on Facebook every day and 200,000 new blog posts on the Wordpress platform alone. In sum, a broad cross-section of Americans have moved to social media sites in the past half decade and this trend is still accelerating. Social media applications are now main stream.”