The research investigates the European Institutions communication on Twitter to highlight which forms of communication have a strong impact onto citizen engagement. Moreover through a deep literature review, this study offers a significant theoretical contribution to the analysis of the role of social media in enforcing the policies of European citizen engagement. Based on content analysis of European Commission’s tweets, the paper provides managerial insights to improve the institu tional communication strategies that could increase the engagement. The analysis of the communication categories permits to understand what better stimulates the citizen’s participation.
Keywords: Citizen engagement, social network, european institution, public communication 2.0