The government is advertising for a 120,000 job as director of digital engagement' - an internet manager who will encourage government departments to communicate on the web.
The director of digital engagement for the Cabinet Office, is reported to have a potential salary of between 81,600 to 160,000 and will be based in Whitehall.
The new director will look to "transform the way government engages citizens and make their mark in a very high profile environment."
The advertisement also suggests that the success in the role will be achieved by "influence and engagement" rather than issuing central instructions.
Not everyone likes the idea. According to public sector information portal publicservice.co.uk, Tory shadow Cabinet Office minister Francis Maude said: "Hard pressed families struggling as the recession bites will find it hard to understand how Labour can so freely spend their money on peddling their own propaganda."
The success of US president Barack Obama online, in particular his Twitter feed during the run-up to the US election, looks to have convinced politicians that an online presence is vital.
The Prime Minister's office at 10 Downing Street has an official Twitter channel with over 100,000 followers, while even politicians like Mayor of London Boris Johnson are Twittering.
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