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Digital Brand Identity Manual113C. Social MediaSocial media has emerged as a key interface for the government to dynamically facilitate effective communication and foster citizen connectivity. Government organizations at various levels are actively leveraging multiple social media platforms, whether at their level or through dedicated accounts for specific schemes and programs, to reach out to citizens. As these platforms become integral for disseminating information and showcasing government services, the need for harmonized communication across diverse channels becomes important.This section covers social media management, offering recommendations for content creation, audience engagement, search optimization, and performance measurement. By establishing a standardized approach, the manual aims to not only enhance the overall effectiveness of government communication on social media but also to cultivate a consistent and recognizable brand identity. It seeks to empower the government to harness the full potential of social media as a powerful tool for public outreach, information dissemination, and citizen engagement, fostering a stronger and more cohesive connection between the government and its citizens.Social media brand content and accessibility guidelines