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Social media offers governments extensive opportunities to engage with citizens, particularly at the local level. This study investigates the issues that local governments face in implementing social media initiatives. It builds on existing literature by using an interpretive approach to examine the perceptions of public employees and elected officials of local councils in an Australian context. The article reports on the issues that inhibit a move to a more interactive use of social media and examines how these may be addressed. Implications for research and practice are given.