German Association of Cities position paper on social media. No digital participation

In May 2025, the Association of German Cities published a position paper on the importance of social media for the communication work of cities. The basic tenor: social media is no longer a nice-to-have for cities, but a communicative duty.

The paper points to the role of social networks in crisis communication, in combating disinformation and in providing citizens with information about administrative services and political processes. It also calls for more support from platform operators, a clear basis in data protection law and stronger regulation of algorithms at European level.

However, despite all the agreement with these demands, there is still a crucial gap:

Where is the vision for digital participation in 2030?

The position paper states what cities need to do - but not where they should develop in terms of communication. It lacks a strategic vision for the future that focuses on digital participation, involvement and modern dialog formats.

Especially in times when young people, immigrants or citizens with limited mobility can often only be reached digitally, a vision for a digital urban society in 2030 would have been necessary.

Our conclusion as a personnel consultancy for the public sector:

The paper provides many correct arguments - but no target image. Today, more is needed for a modern HR and communication strategy in municipalities:

• Digital participation formats that are more than just comment fields
• Promotion of media skills for administration and the population
• Communication models that actively promote trust, transparency and diversity
• And last but not least: well-trained staff who actively shape these processes

As an experienced HR consultancy for local authorities and public employers, we not only provide support in filling key communication roles, but also in developing strategic communication skills in administration and management.