Signs of trust. Investigating social media as connective enablers between municipalities and digital publics

An implosion of trust: recently, the Edelman Trust Barometer has highlighted how the distrust in institutions, such as government and media, is growing. In a “VUCA” world and in an “age of distrust”, a key question is how public authorities could reconnect with citizens and strategic publics. Traditional and digital media play a relevant role in spreading the sense of distrust toward institutions, but at the same, communication and PR can represent an effective leverage for public authorities to inform and engage citizens. In particular, the strategic use of social media seems to play a crucial role in reconnecting governments and public organizations with citizens.