A blog about digital government, communications, citizen satisfaction & engagement, GovDelivery, and other e-government issues
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The changing face of facebook

By Amy Larsen, Client Success Consultant

 Facebook login screen circa 2004

Facebook login screen circa 2004

As a government communicator, how can you be sure you’re connecting with your audience with the continuously changing landscape in social media? A channel that is nearly ubiquitous in the world of online communications is Facebook. Boasting more than 1 billion monthly active users, Facebook continues to dominate the social media world and has its sights set on reaching “the next 5 billion” users, despite there only being about 2.7 billion people online today worldwide. Although relatively young (it just turned 10 this year), Facebook has been through a lot of changes and evolutions over the last decade, and its not always easy to keep up with them. I was personally thankful to see that creepy guy in the upper left corner of the login screen disappear for good around 2007, but the changes of course have been far more than simply aesthetic updates.

Let’s take a look at some of the most recent changes, and how they may affect you.

Most people know that Facebook has an algorithm to give each of its users a tailored experience on the site, but not as many know that this algorithm is constantly getting tweaked to not only enhance each user’s experience, but also to give more value and reach to its paying customers. So where does that leave Facebook pages or organizations with no budget to use to promote posts? More often, the answer is becoming …cue the crickets. Some clients that I work with have already reported seeing a dip in their reach and likes on Facebook as recently as January 2014.  Diminishing likes, fewer comments and lower overall engagement, even for pages that have large existing audiences, may be a reality that more government communicators will have to work around in the coming year.

Facebook has also changed the standard for the type of content it deems likely that your audience will actually want to see on their News Feeds. Content that is timely, relevant, succinct and inherently shareable will be more likely to appear in your audiences’ News Feed, while content that does not fall into these categories may go relatively unnoticed. Since Facebook has raised the standard on the content that is likely to be shared across your audience, it may be time to make a plan to adjust your strategy to align with these new standards for content. Pictures, videos, and shorter, less wordy posts have been recognized as more likely to get your audience’s attention on email and social channels.

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Another notable change that the latest round of Facebook News Feed adjustments includes the ability for organizations to promote their content to people who haven’t liked their page by tagging pages or people that others have already liked in a post. For instance, if Bleacher Report tags the Toronto Raptors in a post, and I’ve liked the Raptors’ page on Facebook, I might see this post from the Bleacher Report, even though I’ve never liked the Bleacher Report directly. This cross promotion opens new doors for brands and organizations to promote each other, but it also may turn subscribers off if they suddenly see a lot of content from pages they haven’t previously liked.

With the frequent changes coming from Facebook, it will be essential for communicators to evaluate their content strategy to adjust to the changing environment – if your content is not getting noticed on Facebook, what are other channels you will use to reliably connect with your stakeholders? Email has consistently been recognized as the winning channel when it comes to directly connecting with subscribers, and Twitter at the very least will always display your content in your followers’ feeds, even if it only stays there for a few minutes. If you’re looking at your options for increased outreach this year, make sure to consider every method available to better engage with your audience, and be sure to stay informed on how to make these tools work for you.

Despite a deluge of freezing rain and snow in Washington DC this week, GovDelivery’s annual Federal Digital Communications conference marched on. With more than 450 people tuning in via webcast and in-person, 6 speakers, 250+ tweets with an estimated impression of 1.2M people, and a lot of networking accompanied by a few bad weather horror stories, the event this week added up to a great success. Nearly 97% of attendees said they would recommend next year’s event to a friend based on this year’s format and insight!

If you were unable to join us, we missed you. But over the next few weeks you can expect to pick up on some of the conversations generated from the event. (As a side note, we are going to test our luck with the weather in Washington D.C. once again on April 23 as we make another “Digital Communication Tour” stop at the Grand Hyatt. Stay tuned for details on registration for that event!)

There was a lot of knowledge sharing on trends in the digital government world at the annual event—enough to fill a small novel (or a piece of art, as shown by the visual notes here). Instead of giving you another play-by-play of the event, here’s a timeline of some of the top tweets event attendees tweeted using the #govd13 hashtag. Read through what your peers had to say about the event and visit our event page for more detailed updates with videos of the speaker sessions!

3 2 1 21 20 19 18 17 16 15 14 13 12 11 10 9 8 7 6 5 4

With more than 150 attendees, 9 speakers, 520+ tweets with an estimated reach of 90k people, and 1 hour of drinking and networking, the annual UK digital communications event adds up to a great success!

Over the next few weeks we’ll take a deeper dive into each of the presentations given by local UK government communicators and industry experts. We could probably fill a small novel with all the helpful thought leadership content in the conference. But rather than pick out what we thought was most interesting, we’d figure we’d review the event through the lens of your tweets using the #govd13 hashtag. Take a peek at some of the tweet highlights from the conference below and stay tuned for more in-depth updates coming soon!

#govd13 #govd13 #govd13 #govd13#govd13#govd13   #govd13 #govd13 #govd13 #govd13 #govd13 #govd13 #govd13 14 - jvanbeck #govd13 #govd13#govd13#govd13  

You can continue the UK #digitalgov conversation using #govd13 or in the blog comments below!

I am an admitted social media addict–I’m constantly connecting, checking and updating my various personal accounts. Although it’s been around for awhile now, lately I have found myself borderline obsessed with Instagram. It’s wonderfully engaging and combines the best parts of Facebook and Twitter through a constantly updated stream of photos. Instagram describes itself as a “fast and fun way to share your life” that works by simply taking a picture, applying a filter and posting it to your account (which can also be synced with Facebook and Twitter).

instaWhile routinely checking my Instagram feed the other day, I began to search for various government organizations and leaders, intrigued by the possibilities of what I would find. I found some organizations doing some great things with the social channel, but only a few. I started to wonder why more government agencies, organizations and leaders aren’t using Instagram and brainstorming the various ways they could leverage this channel to increase engagement with their brand.

I know that Instagram may not seem like the most necessary social network for government agencies to use, but the truth is, Instagram is becoming increasingly more powerful every day, moving from a hip and trendy app to a robust social network comprised of 150 million active monthly users and 7.3 million daily users worldwide. That’s a lot of engagement, and it’s not going unnoticed.  In fact, a quarter of Fortune 500 companies are already using Instagram and that number is constantly growing.  In a world where the public sector has a reputation for falling one step behind in the technology department, creating a presence on Instagram seems like the perfect opportunity to prove this stigma wrong.

Government agencies and their employees may have different missions or goals, but engagement and communication provide a common ground. There are no ‘rules’ for Instagram, just post pictures of you, your passions, what you love and let those following you enjoy and engage. There are already some government leaders doing this successfully, but I see room for improvement and a huge opportunity for government to connect with their audience in a more personable manner.

So how can you get started with Instagram? There are a few techniques I think agencies can easily implement, but really anything goes! Government organizations can have fun. Their employees are fun. Leveraging a little bit of fun can build an emotional connection with your audience, and it’s the emotional stuff that gets shared, “liked” and remembered.  While you brainstorm where you can take Instagram in your organization, here are a few “Gov goes gram” ideas to try:

#corybook#Hashtags.  Hashtags are a huge part of Instagram. I’m a huge believer in their purpose and power (when used appropriately). A hashtag is a metadata tag that provides a means for grouping together messages or photos from various individuals that are all related in some way. There’s already a variety of hashtags in place that government can jump right into leveraging.  For example, searching the hashtag #CoryBooker on Instagram yields 2,365 posts from a variety of people. While Cory Booker, New Jersey’s newly elected Senator, is already an active Instagram user, this hashtag serves as an opportunity for the state of New Jersey or the City of Newark (where Booker has been serving as mayor) to jump in and add their own photos and hashtags and get their pictures seen by the 2000+ individuals who have already posted about Booker.

farmersmarketLocal events like farmers markets are also a great way to get local governments and agencies, such as the USDA, involved on Instagram. Again, a simple search for #minneapolisfarmersmarket yields over 200 photos. Food-related government organizations can join this hashtag conversation by simply liking or commenting on a user’s photo. The bonus is that there are farmers markets held in cities all over the U.S. that local government agencies can use to connect with their stakeholders.

Finally, organizations can always create their own hashtags. If it’s a special day or event, such as National Night Out, cities can promote a specific hashtag and ask customers to tag any photos they’re taking at neighborhood gatherings with that hashtag. For example, Minneapolis could promote #MPLSNNO or #MPLSnationalnightout to aggregate and track how citizens are celebrating the event.

Agency Offices and Employees. It’s easy to forget that behind all the bulletins, parking regulations and information put out by the public sector, there are actual people. By posting pictures of your employees or interesting things going on inside the office, people can put a face to the person answering the phone when they have a question or get an insider’s view of the agency. While this might not necessarily be the most “exciting” information, it’s an awesome way to build a more personal relationship with your audience and in turn strengthen your connection with them. Plus, a lot of what we do is pretty cool. I am sure many people would be interested to see behind the scenes of agencies like NASA (who already has an account with 291,000 users). I know I would.

Your Agency’s Assets. This one is seemingly obvious, but it’s a great way to build a base for your account and it’s something to continually update your account with. Each government agency, employee and the people they serve are unique and different. Why not showcase it? The City of Minneapolis does not have an Instagram account but there are plenty of things they could showcase:NASA  lakes, parks, concerts and movies in the park, the annual gay pride parade and inside views of City Hall (to name a few). The best part is, people are already taking pictures of these things using hashtags like #minneapolis. The City of Minneapolis already utilizes Facebook and Twitter, why not build on these channels with Instagram?

NASA has access to incredible images of our earth, planet, solar system and spaceships. Judging by the 291,000 followers it has,  people love to see these things—they are incredible and for most people, a behind the scenes shot inside a spaceship is as close to space as they’re going to get.

Emergencies and Alerts. While this isn’t the most uplifting idea, it’s important to address. Working in government communications means that it’s our job to communicate everything, the good and the bad. While Instagram is certainly not the first place someone is going to look for information if a hurricane hits, it’s a good way to inform people of the magnitude of a situation. For example, if a pipe burst or a gas line leaked, it’s more important to communicate that information via bulletin, tweet or email first. But posting a picture of the leak and the resulting road closure can be a powerful tool to get people to listen to the alert, and it doesn’t hurt to broaden your reach in this way. Beyond that, showing the result of an emergency situation tells a whole different story. Think back to the Boston Marathon bombings. We were all glued to our news sources for updates, stories and any inside scoop as to what was happening. There was an incredible amount of images shared on various sites that told a story all on their own. People like to see that we are resolving problems, that firefighters are putting out fires and that potholes are getting filled.

As simple as Instagram may seem, it provides a wealth of opportunities for agencies to communicate and engage with their audience. It’s becoming more and more important to constantly inform citizens and to tell stories; Pictures are a great way to do this. After all, a picture is worth a thousand words.

Does your organization utilize Instagram? Let us know your tips for how government could be using Instagram in the comments below.

 

By Amy Larsen, Client Success Consultant

Time is something that communicators never have enough of when it comes to their work: building their audiences, managing their brand, staying current with content, meeting the demands of their stakeholders, etc. Many times the government communicators I work with are  balancing an ever-expanding task list between a few key team members, each working to draft press releases, communicate with the media, keep the website current, prepare emergency communication strategies, respond to inquiries, and manage social media – just to name a few! Sometimes it can feel like an uphill battle, especially as demand for digital content and services grow and stakeholders expect to find everything online.

Luckily, today’s communicators have more tools to help them wrangle the different aspects of their job into a well-oiled information machine. And with a few quick strategic changes, they can save more time than ever before while meeting citizens’ needs on a consistent basis.

Here are three key steps you can take that will help you cut down on the time spent communicating,  increase your reach through more channels, and most importantly, connect to more stakeholders.

GovDelivery_ChannelsIntegration – Most clients that I engage with agree that it is no longer enough to only use a single form of communication to reach their diverse base of subscribers, but they also are not sure where the extra hours will be found to manage multiple communication platforms. While it may seem like an impossible feat, there is a solution.- Make your content channels work together in one simple process. You may have 8,000 subscribers to an email list, 10,000 Facebook fans, another 3,000 twitter followers, and another 50,000 people are viewing your website each month. Does that mean a neverending login-test-post-comment-update-edit-repeat cycle for your team? It doesn’t have to. By leveraging  tools that are specifically geared toward making your channels work together, you can cut down on the number of different channels you have to access to post your content, while maintaining a consistent style and voice throughout all your communication channels.

There are various tools out there for communicators to leverage. GovDelivery’s digital communications platform allows content that originates on one channel to be effortlessly communicated across all of your networks with one click.  And social media engagement tools like HootSuite are also helping more communicators manage their social media outlets from a single dashboard that measures the responsiveness of their audience. Furthermore, content management systems can be leveraged to push content from one channel to another with proper programming and permissions.

Collaboration_RSSAutomation – What’s better than channels communicating with each other, you ask? Channels that communicate with each other automatically. With little or no manual process at all, government agencies are able push content to multiple channels through RSS (Real Simple Syndication),  APIs (application programming interfaces), or other feeds to replicate content from one channel to another. RSS feeds are handy because they often come as a built-in feature in most content management systems, and they make it easy to send updates to subscribers whenever a Web page’s content changes. The standardized feed can then be easily read by email clients or web browsers, allowing subscribers to get information without having to continuously check Web pages for content changes.

While RSS feeds are great, APIs take automation a step further by allowing a feed from a Web portal or database to be pushed directly out to applications that interpret and deliver content to subscribers.

A great example of this is Washington State Department of Transportation (WSDOT). WSDOT recently connected their traffic alerts to an API that automatically pushes alerts to subscribers when road conditions in their region are impacted by weather, construction, or traffic congestion.

Social media outlets like Twitter have some great 3rd party automation options as well.   Twitterfeed is a tool that allows you to automatically post content from a blog or Web page to Twitter, making the process of posting and promoting your new content as easy as a simple click of a button.  Another great tool is WordPress’s Tweet Old Post plugin, which helps drive traffic back to older, but still relevant, pieces of content on your blog.

Coordination – Communication, done correctly, is a lot of work. To maximize your output, you’ll want to make sure that all of the work you and the rest of your agency does to reach your target audience is following some sort of unified, coordinated strategy. I’ve encountered a lot of clients who have brand-building rockstars on the communications team who work to create consistent brand image, but they often struggle with other departments within the organization independently creating and sending content through various channels with inconsistent strategy. An uncoordinated communication strategy can sometimes chip away the work that others are doing to build a consistent image and reputation for the organization, and might even be duplicating efforts of other departments. How do you address this without putting sole responsibility on one team to communicate on behalf of all departments? With coordination and standardized expectations for everyone who is responsible for communicating with your stakeholders. Marin County, CA has done a great job with this by creating a Social Media Responsibility Guidelines document, along with a best practice Social Media Playbook. These serve as mandatory training guides for anyone using social media on behalf of their department, and help promote consistent, coordinated channels of communication, each working toward the same goal. The County communications team in Marin keeps an eye on the communication efforts of individual departments without having to bear the full weight of all content creation and output themselves, meaning more of their time is free to focus on their top goals and objectives for continued public engagement and service.

By integrating channels, automating output and coordinating content generation among various players in an organization, government communicators can continue to be one step ahead of the game when it comes to meeting stakeholders’ needs for information and service.

 

TruthinessTurns out Stephen Colbert may have been on to something when he coined the term “truthiness.” According to a recent study by U.K. market research group Ipsos Mori that compared British citizens’ perceptions of statistical facts to the actual numbers, most people have a pretty skewed idea of the truth. As this article by The Guardian suggests, society is teeming with misinformation and misperceptions. And despite popular opinion, the blame can’t necessarily be placed on politicians or the media alone.

There are a variety of factors that come into play when we absorb and interpret information. From inherent biases and shortcuts to an inability to process very large or small numbers, it seems the odds are against anyone trying to convey a clear and concise message. So with all of this in mind, how do you as a government organization ensure that your message is easily received and understood by your stakeholders?

Sorry, Stephen, but it looks like “truthiness” may have met its match. With multichannel digital communications and a three-part approach, you can provide official content and set the record straight.

Here’s how:

1) Establish

The Internet has changed how people get their information. Gone are the days when face-to-face interaction and paper products were the primary methods of delivery. Adopting multichannel digital communications such as email, SMS and social media helps you offer information how, when and where your stakeholders want it. By allowing users to choose which channel they prefer to receive timely, relevant information, government organizations show that they understand and respect the needs of their citizens, which helps establish trust. When trust is built, it’s easier to engage and educate. Stakeholders must first view you as a reliable, straightforward source of information before they can trust you.

2) Engage

Once you’ve established trust with your stakeholders you need to engage them on a deeper level. Using social media to open up communication as a two-way street shows that you value your citizens as contributors, not just consumers. But simply retweeting a follower or responding to a Facebook comment isn’t enough. Once you’ve engaged your stakeholders through one channel, you need to re-engage them consistently. As Liz Azyan outlines in the white paper Digital Communications and Channel Shift in Government, re-engaging with your citizen base increases participation and feedback.

3) Educate

Now that you’ve established trust and engaged your stakeholders, you can set the record straight when you notice incorrect information. Government websites are great sources of information, but they’re also notoriously difficult for users to navigate. By utilizing multiple channels to direct stakeholders back to the specific parts of your website they want to see, you increase the likelihood that they will actually read and absorb the information instead of skimming and misinterpreting it. Constantly contacting isn’t necessarily communicating. You have to make sure your message is being received and understood before effective communication can occur.

The truth is a tricky thing, but it’s not as elusive as you might think. With a good multichannel digital communications strategy, government organizations can both reduce misperceptions and help create a culture of transparency, trust and accurate information.

What are some ways you help effectively communicate the truth?

social media cocktail The U.S. Department of the Interior (DOI) Director of Digital Strategy, Tim Fullerton, knows a thing or two about making lemonade. When he took over the department’s digital communications in 2009, the DOI had no content management system for its website, no social media accounts, no video capabilities and no dedicated staff.  It was, in essence, pre-historic. But with a lot of passion and a fine-tuned strategy, Fullerton has managed to transform the DOI’s web presence from a few lemons into a delicious John Daly cocktail with a twist.

In addition to a frequently updated website, the DOI now boasts over 88,000 Twitter followers, 20,000 Facebook likes and 69,000 followers on Instagram. It’s been highlighted by Buzzfeed, The Huffington Post, CNN, Slate Magazine and The Washington Times as one of a handful of government agencies that are doing social media right. The weekly video series, “This Week at Interior,” is now the most clicked-on page on the Department’s website.

So what exactly is Fullerton’s recipe and how can your government organization tap into that mixology magic?

Let’s break it down, cheesy metaphor style.

Step one: do your research

If a patron walks into your bar, sits down on a stool and says “surprise me,” what’s the first thing you’re going to do? Give him the old once-over and try to figure out what he likes, right? Just as you probably wouldn’t serve a middle-aged man a Cosmopolitan, you shouldn’t implement a communications strategy that’s not tailored to your stakeholders. In order to know how to tailor your strategy, you first have to understand who your stakeholders are.

When Fullerton took over the DOI’s digital communications he found that there were two main problems: first, most people didn’t actually know what the Department of the Interior was or what it did. And second, those that did know what it was didn’t know how to interact with it. With the help of Google and Twitter analytics, Fullerton was able to identify which channel of delivery and what kinds of content were most successful with stakeholders, and thus, tailor his strategy to address the DOI’s problems through those means.

Step two: choose your ingredients wisely

In the world of communications, content is king. As this Bloomberg BusinessWeek article points out, the most successful government agencies on Twitter are those with the richest content. For NASA, it’s live updates from astronauts. For the freshly sqeezed contentU.S. Bureau, it’s interesting statistics. And for the DOI, posting captivating pictures of the outdoors is the most effective way to simultaneously increase its audience through retweets and favorites, and address the DOI’s identity problem by reinforcing it as the official public lands agency.

Government organizations have the benefit of being able to offer information no one else can. While your organization’s content may not be as inherently interesting as, say, the Curiosity Rover’s Mission to Mars, it’s still unique. But don’t let that fool you into content complacency. Just because you think an article about the migration pattern of barn swallows is absolutely scintillating doesn’t mean your stakeholders will. Fullerton’s cardinal rule of social media is to only share what’s worth sharing. Keeping a vigilant eye on your analytics is one of the best ways to ensure you’re consistently providing shareholders with the content they want, instead of the content you want them to have.

Step three: get in the mix

There’s a reason James Bond always orders his martinis shaken, not stirred. When it comes to cocktails, the way you mix your ingredients is just as important as the ingredients themselves. The same principle applies to communications. Your organization might have the greatest content in the world, but if you don’t know how to use it right your stakeholders won’t stick around for long.

In this article published on the social media strategy website, Sprout Insights, both Fullerton and NASA Social Media Manager John Yembrick note that engagement is essential for social media success. Interacting with your audience not only helps you better understand what they’re looking for, it also shows that you value their input and are interested in having a two-way conversation. Liking Facebook posts, retweeting your followers, and responding to YouTube comments in a timely manner should be part of any sound communications strategy.

By doing your research, cultivating your content, and creating conversation, you’ll be well on your way to creating the perfect communications cocktail for your own unique government organization.

What are some other strategies you use to better understand your audience?

connect the dotsGovernment communicators work to gain the public’s attention, spark conversations and drive community engagement to promote and improve the mission of their organization. The first step in getting citizens to sit up and take note is to provide services that are better, faster and more effective at meeting the public’s needs.

Once your agency launches a great idea that gets people excited, how can you share the news loud and clear? The next step is making and leveraging connections to help citizens share their thoughts with you and the rest of the community. A comprehensive social media plan that helps your organization drive cross-promotion will make the most impact. Here are five tips for successfully cross-promoting your organization on all of your social media channels.

Tip #1: Connect everything

Your agency’s website, social media profiles, internal communication initiatives and public-facing campaigns should all be considered as smaller related pieces in the big picture of your organizational mission. Consider the possibilities: a new citizen in your community looks up summer activities for their family on your agency’s website, where they find and follow your Twitter account. A tweet there points them to YouTube videos created at popular past community events, which convinces the family to attend one of this weekend’s events. They later share their family photos on Facebook with a tag back to your agency’s Facebook pages.

Remember that all of your social media platforms are connected, and it is your choice whether that connection is put out there intentionally by your agency for maximum impact. A thoughtful social media plan connects the dots for your followers and improves the chances they will share with you and other users through your platforms.

Tip #2: Be consistent

Citizens feel more comfortable and connected with organizations that they trust, and that means giving them what they expect. Make sure to use the same language, strategies and philosophies when deciding what to post across your digital presences. Your organizations mission and intentions should be obvious to a user on any one of your social media sites and also consistent across those platforms.

Putting together a social media plan that includes strategies for keeping your message consistent is the foundation for making followers both new and old feel at home. Software and systems that post similar content across your social media sites can also make it easier to deliver a consistent experience.

Tip #3: Share content by driving connections

Gaining a social media following creates the ability to use a single touchpoint for sharing messages with many people who can move on to echo that message to their own followers, multiplying the effect of the initial message. While many people are avid sharers, more timid users can be persuaded to pass your message along if you offer more interesting and unique content. Try adding images, sharing videos, and asking relevant questions to spark conversations.

See above for Tip #1 and ensure you are connecting everything to improve the chances that citizens are sharing content and conversations through your platforms. Once those messages are on your radar, you can more effectively drive the content and direction of the messages shared through your connections. This is especially useful for emergency situations, but equally helpful in less obvious contexts like promoting voting, parks and recreating offerings, or community fundraising efforts. A social media plan can help you plan out how to create the best content that matches your mission and how to share that content so your followers will pass it on.

Tip #4: Start a conversation – and then listen

In Tip #3, we pointed out that social media is a great way to promote content that you want people to see and share, but don’t fall into the trap of thinking of your social media sites exclusively as a place to post content. Social media is a two-way street and starting conversations without coming back to listen is a missed opportunity. Ask for your followers opinions and make sure they know you are listening. Provide opportunities for them to get involved, question them, and challenge the opinions shared in a respectful way.

The more you can get citizens talking on your platform, the more people will join in the conversation, and the more effective your agency will be at serving the public. Invest time and thought into figuring out what people are interested in talking about, how you can start a two-way dialogue around those topics, and how to include those concepts in your social media planning to get people talking and sharing.

Tip #5: Track, test and adjust

Tips #1 through 4 are simple in concept but may take your organization time to implement depending on where you are in your social media journey. Once you have devoted time to connecting your online efforts, creating a consistent message, driving shares across your platforms, and stirring up two-way conversations, you can begin to put mechanisms in place that will identify which of your efforts are working best. Every community and agency is different and there is no one-size-fits-all solution for creating the perfect approach to driving public engagement through digital content. Even with the same constituency and mission statement, shifts in popular opinion and interests will require tweaks to your approach over time.

Watch for the social sites that are more engaged or where your reach is clearly having an impact on your mission. One way to do that is to set up dedicated landing pages for links from each of your social media sites in order to track which channel is generating the most interest in your online content. Focus your efforts on the channels that need the most attention: those generating the most or least interest in your services and offerings. By putting tracking abilities in place, testing different tactics and approaches to content creating, and adjusting based on what the data shows will improve your connection with the public and generate more and better conversations than ever.

More and more government organizations are setting up a social media presence and using online channels to connect with citizens. But if your agency is treating each of your platforms as a separate entity or sharing digital content inconsistently cross-platform, you are missing the opportunity to leverage your social media channels as a cohesive unit.

A sophisticated social media plan does not have to be complicated if you follow our tips. One by one, they will enable your organization to emphasize consistent cross-promotion, share content through connections, and enable tracking, testing and course-correcting with a social media plan that maximizes online influence.

These tips were inspired by a piece geared toward the private sector over at smartblogs.com – check it out here.

By Richard Fong, Technology Project Manager

Moderate impact. Low impact. Collision. Cleared.

If you travel on highways anywhere, wouldn’t it be nice to have these types of messages delivered to your email or phone so you could anticipate a change in your route and save time?

With some cool technology, the Washington State Department of Transportation (WSDOT) has started doing just that.

Earlier this year, I had the opportunity to visit and speak with Tom Stidham, a developer with WSDOT. He stated that, before using a proactive digital communication system, they would post traffic information on their website and then push out alerts via Twitter. While these two channels did their job, WSDOT was looking to increase their proactive communications by providing email and SMS alerts to people traveling throughout the state of Washington.

By using GovDelivery’s Send Bulletin application programming interface (API), Tom was able to quickly a­­nd effectively integrate these alerts with their current work flow process to send automated messages to the public. These messages include traffic incidents, road conditions, and construction­ alerts.

The public can now sign up to more than 50 email and SMS alerts for different regions within the state, including areas such as the Oregon border and the Cascades, the Olympic Peninsula, and metropolitan areas such as Seattle, Spokane, and Tacoma.

What does that mean for the people who live and visit Washington? They can find out what’s happening on roads throughout the state without having to constantly check Twitter or the department’s website. They get the information they need, controlling what updates they receive by subscribing only to the updates they want. And, maybe most importantly, if there’s a critical road closure (think the Skagit Bridge collapse), the SMS or email message that alerts residents and visitors to a potentially life-threatening road event can help save lives and protect property.

For more information on how you can leverage API technology to help your organization, watch my webinar, “Using APIs for success in Government."

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