Success Stories
U.S. Census Bureau counts on digital messages to maximize public connections
Situation
The Census Bureau collects a multitude of data on varying schedules. The Population & Housing Census, conducted every 10 years, is generally considered the highest-profile data series. Prior to the 2010 Census, the Census Bureau realized an immediate need for an efficient, comprehensive communication solution to engage with citizens through email, the Bureau’s existing blogosphere presence, and social media.
Solutions
The Census Bureau added updates to GovLoop®, Twitter® and Facebook®, as well as the Director’s Blog as subscription topics. A number of available subscriptions are tailored to business partners and educational resources for schools. Beyond leveraging social media content, the Census Bureau partnered up with the Bureau of Economic Analysis through the GovDelivery Network, allowing all involved agencies to cross-promote content and subscription topics to the varying audiences and stakeholder groups.
The Bureau worked to further expand engagement through offering additional topical updates - realizing 166-percent growth in subscriptions - and creating opportunities for ongoing direct engagement by citizens through its four blogs.
Results
In February 2011, the Census Bureau was recognized as the 2010 Annual Excellence in Communications Award winner for its innovative approach to communication and public service through effective channels, collaboration, and compelling content. In 2010, the Census Bureau used digital communications to increase the effectiveness of their 2010 Census outreach efforts, which contributed to the overall campaign that generated $1.87 billion in savings to taxpayers due to improved responsiveness to the 2010 Census.
