Background. Dynamic development of social media imposed a necessity of looking for new methods and tools to reach customers. It also concerns cities that increasingly apply solutions that proved successful in business. Thanks to using a variety of social media they can communicate with specific groups of stakeholders and create their image more effectively than before.
Research aims. The aim of the article is to determine the essence and scope of social media usage in the process of communication of Polish cities.
Method. The article was written on the basis of available literature and the author's own research. The research comprised 120 biggest Polish cities and was conducted using an online questionnaire, which resulted from the purpose and subject of the research. The research was conducted in the period between 30.05.2014 and 15.06.2014.
Key findings. Individual tools of social media offer broad opportunities for the process of cities communication. However, the effectiveness of actions carried out by means of them depends not only on the idea but also on knowledge, competence, commitment of people responsible for their implementation. Moreover, a city budget is undoubtedly a factor that determines the level and scope of using social media in the strategy of Polish cities’ communication.

Background. Dynamic development of social media imposed a necessity of looking for new methods and tools to reach customers. It also concerns cities that increasingly apply solutions that proved successful in business. Thanks to using a variety of social media they can communicate with specific groups of stakeholders and create their image more effectively than before.
Research aims. The aim of the article is to determine the essence and scope of social media usage in the process of communication of Polish cities.
Method. The article was written on the basis of available literature and the author's own research. The research comprised 120 biggest Polish cities and was conducted using an online questionnaire, which resulted from the purpose and subject of the research. The research was conducted in the period between 30.05.2014 and 15.06.2014.
Key findings. Individual tools of social media offer broad opportunities for the process of cities communication. However, the effectiveness of actions carried out by means of them depends not only on the idea but also on knowledge, competence, commitment of people responsible for their implementation. Moreover, a city budget is undoubtedly a factor that determines the level and scope of using social media in the strategy of Polish cities’ communication.