The development of information and communication technologies (ICT) and social networks allowed citizens to approach virtually every e-government body and any government member directly. However, to fully implement their potential and ensure timely problem-solving, further analysis of social media impact and effective promotion tools is deemed necessary. In our paper we review the particular features of social networks, which so far remain commerce-driven, and outline the means for satisfying the needs of every customer and social group. We also describe the state-of-art in social media marketing (SMM) and propose guidelines for implementing effective tools in this domain. Finally, we develop a geo social network-based mobile application as a platform for unifying information on users' needs, motives, preferences, locations, etc. The considered tools can be applied in promoting e-governance projects with widest online audience, thus shaping the citizens of the Information Age.