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From 30,000 Feet to 3 Feet: Running a Federal Blog

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Information about From 30,000 Feet to 3 Feet: Running a Federal Blog
How-to & DIY

Published on February 20, 2009

Author: levyj413

Source: slideshare.net

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From 30,000 feet to 3 feet: Running a Federal Blog

Mission, Mission, Mission Why communicate? What do they need to know? What do you need to know?

Why communicate?

What do they need to know?

What do you need to know?

Why Blog? Put a human face on the big blank box Share personal stories of environmental thinking (e.g., buying a car, gardening) Share the breadth of gov’t work Speak in a new way Supplement , not replace, other channels

Put a human face on the big blank box

Share personal stories of environmental thinking (e.g., buying a car, gardening)

Share the breadth of gov’t work

Speak in a new way

Supplement , not replace, other channels

Comments Simple, clear comment policy Be civil (don’t attack or use vulgar language) Don’t spam Stay on topic EPA’s experience: 10 months, 5500 comments, 10 nasty ones

Simple, clear comment policy

Be civil (don’t attack or use vulgar language)

Don’t spam

Stay on topic

EPA’s experience: 10 months, 5500 comments, 10 nasty ones

Criticism You must accept it It’s often useful “You’ve abandoned your mission” “You’re ripping off Americans” “This blog’s a waste of taxpayer dollars” If you don’t, you’ve wasted your credibility Takeaway: people appreciate you listening

You must accept it

It’s often useful

“You’ve abandoned your mission”

“You’re ripping off Americans”

“This blog’s a waste of taxpayer dollars”

If you don’t, you’ve wasted your credibility

Takeaway: people appreciate you listening

Blogs and Government 39 Active Federal Agency Public-Facing Blogs usa.gov/Topics/Reference_Shelf/News/blog.shtml Elected Official Blogs at All Levels businessofgovernment.org/pdfs/WyldReportBlog.pdf Webcontent.gov provides advice on government blogs usa.gov/webcontent/technology/blogs.shtml

39 Active Federal Agency Public-Facing Blogs

usa.gov/Topics/Reference_Shelf/News/blog.shtml

Elected Official Blogs at All Levels

businessofgovernment.org/pdfs/WyldReportBlog.pdf

Webcontent.gov provides advice on government blogs

usa.gov/webcontent/technology/blogs.shtml

Really Interesting Jobs http://www.peacecorps.gov/index.cfm?shell=learn.whatlike.voljournal

TSA: Operational Changes http://www.tsa.gov/blog

Library of Congress: Talking about Lincoln Photos http://www.loc.gov/blog/

EPA: Traveling on An Environmental Budget http://blog.usa.gov/roller/

State Dept: Engaging Questions

Putting a Human Face on Government 6 GovGab.gov Bloggers at USA.gov Colleen – Consumer information specialist Newbie bureaucrat Jake – Frequently Asked Questions Rocker Joanne – Web content manager Mom, lives on farm Nancy – TV, print and radio PSAs Media whiz Sam – Media specialist Southern belle, shopper Sommer – Web content manager Midwesterner

6 GovGab.gov Bloggers at USA.gov

Colleen – Consumer information specialist

Newbie bureaucrat

Jake – Frequently Asked Questions

Rocker

Joanne – Web content manager

Mom, lives on farm

Nancy – TV, print and radio PSAs

Media whiz

Sam – Media specialist

Southern belle, shopper

Sommer – Web content manager

Midwesterner

Blogging at EPA: Then Flow of The River Author: Former Deputy Administrator Peacock Subject: Managing EPA Launch: July 2007 Whole new tone and style for gov’t All Marcus: no ghost writing Posted 2-3 times/week Archived at http://epa.gov/flowoftheriver/

Author: Former Deputy Administrator Peacock

Subject: Managing EPA

Launch: July 2007

Whole new tone and style for gov’t

All Marcus: no ghost writing

Posted 2-3 times/week

Archived at http://epa.gov/flowoftheriver/

Flow of the River: Launch Post For extra credit, identify all the words that would give hives to traditional public affairs

Flow of the River: End Ended on Earth Day (April 22) 2008 to make way for new blog

Blogging at EPA: Now Greenversations Authors: about 30 people Any EPA employee can write Posted, comments moderated by public affairs Reviewed only for serious legal issues Subject: personal perspective on EPA’s work Launch: April 2008 Still no ghost writing Daily posts

Authors: about 30 people

Any EPA employee can write

Posted, comments moderated by public affairs

Reviewed only for serious legal issues

Subject: personal perspective on EPA’s work

Launch: April 2008

Still no ghost writing

Daily posts

Greenversations: What? Three weekly features Question of the Week (Monday) Gets the most comments: usually 50 or more Some have received hundreds of responses Advertised to 55,000 news release recipients Science Wednesday Run by research/development office Bilingual Thursday English/Spanish were in same post, now split Managed by our Hispanic Liaison w/three writers

Three weekly features

Question of the Week (Monday)

Gets the most comments: usually 50 or more

Some have received hundreds of responses

Advertised to 55,000 news release recipients

Science Wednesday

Run by research/development office

Bilingual Thursday

English/Spanish were in same post, now split

Managed by our Hispanic Liaison w/three writers

Greenversations: How? Write 200-400 words Makes writing easier Emphasizes quick info, keeps readers interested Forces linking to deeper info Use personal stories ( another example ) Engages reader Shows we’re people with families, mortgages, etc. Shows how daily life intersects with environmentalism Use informal tone Think “party conversation” instead of “news conference” This is hard at first: not what you’re used to

Write 200-400 words

Makes writing easier

Emphasizes quick info, keeps readers interested

Forces linking to deeper info

Use personal stories ( another example )

Engages reader

Shows we’re people with families, mortgages, etc.

Shows how daily life intersects with environmentalism

Use informal tone

Think “party conversation” instead of “news conference”

This is hard at first: not what you’re used to

Greenversations: How? Share how your work and personal life connect Include graphics, videos, etc. Use humor appropriately Link to more detailed info (EPA and non-EPA) Share a 2-sentence bio Respond to comments Help people find you by creating tags

Share how your work and personal life connect

Include graphics, videos, etc.

Use humor appropriately

Link to more detailed info (EPA and non-EPA)

Share a 2-sentence bio

Respond to comments

Help people find you by creating tags

Greenversations: How? Don’t: Replicate news releases Dump fact sheets Have others write for you Get into sticky legal territory Regs under development Open enforcement cases Contradict or misrepresent EPA policy

Don’t:

Replicate news releases

Dump fact sheets

Have others write for you

Get into sticky legal territory

Regs under development

Open enforcement cases

Contradict or misrepresent EPA policy

Greenversations: Where Site: http:// blog.epa.gov RSS: http:// blog.epa.gov /blog/feed Twitter: http://twitter.com/greenversations Widget for question of the week: http://www.epa.gov/widgets/#qotw

Site: http:// blog.epa.gov

RSS: http:// blog.epa.gov /blog/feed

Twitter: http://twitter.com/greenversations

Widget for question of the week: http://www.epa.gov/widgets/#qotw

Resources Webcontent.gov on social media webcontent.gov/technology/ other_tech.shtml Federal Web Managers Council papers Barriers, solutions, examples webcontent.gov/ documents.shtml Social Media Subcouncil Bookmarks delicious.com/social_media_subcouncil

Webcontent.gov on social media

webcontent.gov/technology/ other_tech.shtml

Federal Web Managers Council papers

Barriers, solutions, examples

webcontent.gov/ documents.shtml

Social Media Subcouncil Bookmarks

delicious.com/social_media_subcouncil

Contact info Jeffrey Levy Email: [email_address] Twitter: http://twitter.com/levyj413 EPA’s Blog, Greenversations Main: blog.epa.gov Twitter: twitter.com/greenversations

Jeffrey Levy

Email: [email_address]

Twitter: http://twitter.com/levyj413

EPA’s Blog, Greenversations

Main: blog.epa.gov

Twitter: twitter.com/greenversations

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