Social media usage in Portugal is growing and it is recognized by organizations as a useful communications tool, particularly amongst consumer brands. Although, the government has invested heavily in schools IT infrastructure, it is yet to embrace social media as part of its overall communications strategy and there remains great potential for the government or political parties to fully utilize social media. Similarly, there are cases of media outlets engaged in social media activity, although these are the exception, rather than the rule. The 16-24 year old age group is leading the digital movement in Portugal; it is this group which has benefited most from the unprecedented level of government investment However, it is important to recognize their predecessors, the 25-34 year old age group are also heavy users of the Internet.