The way most European institutions communicate and the mindset of the interactive web 2.0 communications is in utter contradiction. There is a compelling story to tell, but most EU institutions should learn how to say it.

True, the European Parliament is still much better than other EU bodies such as the Council of Ministers in understanding how online communications work: they have set up their own TV channel, regularly host live chat events, and try to speak the citizens' language, even if there is still a lot of room for improvement. EPSO, the recruitment office, has also been a rare exception within the Commission, but...

(Click to see the comparison chart of bureacratic vs. web 2.0 cultures!)
 

When it comes to social media, most EU officials, decision-makers and public affairs specialists are uncertain what it actually means, so their dilemma is translated into the question 'Should we use Twitter or Facebook in our online efforts?'.

This is the same as, when building a house, you would ask 'Should I build a kitchen or a bathroom?'. In short: focusing on building blocks instead of the building will not take you far.

The core concept of social media is ...
 

If you are aiming to get an EU affairs job in Brussels, you must act by the classic job market rules: you shall convince an employer that only you have the specialist knowledge they are seeking. This requires horizontal (generalist) and vertical (specialist) knowledge. Neither of the two is enough these days, so we decided to share some great ideas in the coming months on how to get an EU affairs job.

Let's see the first crucial element: find your niche.

What is a niche? It refers to a special segment of EU issues or a specialty that m...