In 2009, the departments in the executive branch of the U.S. federal government received the presidential marching order to "harness new technologies" in order to become more transparent, collaborative and par ticipatory. Given this mandate, this article sets out to provide insights from qualitative interviews with social media directors to understand the factors that influence internal adoption decisions to use social media ap plications, such as Facebook, Twitter, or blogs. Three distinct factors influence the adoption decisions of social media directors: information about best practices in their informal network of peers, passive observations of perceived best practices in the public and private sector, and "market driven" citizen behavior. The resulting adoption tactics include: (1) representation, (2) engagement, and (3) networking. The findings point to the need for higher degrees of formalized knowledge sharing when it comes to disruptive technology innova tions such as social media use in highly bureaucratic communication environments. Recommendations based on the lessons learned are provided for practitioners and social media researchers to develop social media tactics for different organizational purposes in government.