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Digital Brand Identity Manual114Social media channels should be used as a strategic medium by prioritizing an audience-centric approach and reaching out to a larger mass. It is crucial to contextualize content across channels to maintain relevance to the vision and mission of the concerned government organization. C.1 Use of the State Emblem of India on official social media accountThe State Emblem should be added to any content (video, image, infographic) that is being created for social media. However, the detailed guideline may be referred to in the State Emblem of India (Regulation of Use) Rules 2007 (https://www.mha.gov.in/sites/default/files/EmblemRules2007_12022019.pdf).Figure 84: Illustrative example for the usage of the State Emblem on Social MediaC.2. Role of CIO in social media communicationsCIOs will play an important role in the harmonisation of the content being posted on the social media platforms by using a data-driven approach and aligning the content calendar with the mission and objectives of Ministries/Departments.C.2.1. Role of Chief Information Officer (CIO)i. Actively communicating about initiatives of the government