With an increased use of external online platforms, digital government logics are gradually intertwined with external, algorithmic, crowd-influenced value logics of social media platforms. This new scene especially affects administration, which can no longer neutrally deliver public service, but becomes involved in processes of consideration and judging what rules and traditions seem most appropriate in the situation.Through deep interviews and workshops with municipal communicators, we examine this balancing act when communicators use social media for external communication. We use a practice perspective to characterize and conceptualize an emerging approach to public service.