L’articolo analyses the issue of the impact of social media in the activities of Italian public administrations, highlighting, through a sociological look, the main changes and transformations that these digital platforms are bringing to the public sector in our country in relation to citizens and the media system. The observation lens is that of institutional communication, through which the models and practices of public communication in response to the digital challenge are critically analysed, in an analytical pathway between the rights and obligations of the public administration to be social media and from the perspective of citizens. Some key words (quality, accountability, listening, participation) also address the communication challenges of the public institution. Challenges that need to shift from a process of assembling technical, legal and institutional components, as well as finding the right alignment of organisational, technological and, above all, cultural dimensions within public administrations. In this context, this contribution highlights the need for the public administration to develop a visible vocality to live these digital communication environments with skill, awareness and negotiation skills. To do this, we need to start with a strategic investment in training to improve the quality of institutional presence on social media, to avoid internal resistance to change and to avoid repeating forms of technological innovation rhetoric that can increase public distrust.