Modern society, thanks especially to the development of information and communication technologies, is intensively developing and changing the principles of its functioning. Global connectivity, rapid transfer of information and knowledge, a significant increase in the modern man’s self-consciousness, and high levels of transparency are just some of the characteristics of the early 21st century society. All elements of modern society have felt the pressure to change, and some have adapted to them in an easier fashion and other in a more difficult and slower one. Both worldwide and in Croatia, the local self-government is one of those elements that have a relatively difficult and slow time of adapting to the new era. Globally, strong demands for the adaptation of local self-government in terms of increasing the efficiency of work began as early as the second half of the past century. Led by political elitism, local self-governments also entered a crisis of democratic identity during that period, which led to a decline in the interest of citizens to participate in democratic processes. In order to resolve this issue, efforts should be made towards opening local self-governments to citizens. This is possible only if local governments, on the one hand, increase their transparency and on the other, increase the concern for citizens by gathering information about their needs and satisfaction with the work of local self-governments. Such information is key to local self-government managements for increasing both the efficiency and democratization of local self-governments. In order to solve the local self-government managements’ problem of providing information, and all in order to adapt local self-governments to the new era, extensive research was carried out which resulted in a conceptual descriptive model of increasing the success of local self-government managements through optimal information. The central part of the model is the submodel of communication between the local governments and citizens, which accepts the principles of customer relationship management, enables a two-way permanent individualized and personalized communication between the local governments and citizens using modern information and communication technologies, especially social media. The results of the research proved the initial hypothesis and the planned research goals were achieved. Still, new research problems were opened, especially in the domain of concretization of the model, its implementation and evolution in accordance with the further progress of information and communication technologies.