The Future of Federal Web Page Design?

The Federal Communications Commission (FCC) has launched My.FCC.gov. It's currently in beta and it allows a visitor to choose from eight customized dashboards to accommodate their specific interests and/or needs of different industries (e.g. consumer, media, etc.). Or users can create their own personal dashboard using a combination of 22 different agency widgets that correspond to a publication or agency activity.

I love this for a lot of reasons. When the White House announced that it was freezing the issue of new .GOV URL's for three months and putting the existing federal agencies domain list under review, there was internal rumblings from federal contractors and government workers that a streamlining of government Web sites could lead to the cancellation of key program micro sites or even designated government URLs to highlight specific programs. This lead to fear that promoting and highlighting key services to taxpayers on owned government digital channels would become a gatekeeping nightmare and that programs would be unable to provide information demonstrating the effectiveness of their promotion strategy as related to program performance.

What I like about My.FCC.gov is that it seemingly resolves the issue of providing relevant information to multiple stakeholders by allowing visitors to the site to determine what content is most relevant to them. I also think this approach will hopefully address the concern of what content is presented on a federal agency's home page, avoiding any editorial squabbles over which programs to highlight.

I like that the site has the ability for a user to sign in and save customized dashboard experiences using existing social media and online accounts such as Facebook, AOL, Google, OpenID, Twitter and Yahoo. I hope this trend of personalization of government services continues.

What do you think of My.FCC.gov? Is it a step in the right direction?

Reaching Government Stakeholders with Digital Assets

While most companies seeking to target the government market have established specific federal sector websites, more companies are enhancing their social media presence and developing additional digital assets such as interactive widgets, quizzes, and videos to effectively reach government decision makers. Firewalls and IT policies, however, may not allow the government audience to see your latest tools to promote your services, products or events. It's a frustrating scenario for companies looking to engage with federal audiences.

Fortunately for federal sector marketers, the U.S. General Services Administration (GSA) has made it simpler to understand what federal agencies can utilize to reach constituents online and therefore what government agencies should be able to see when it comes to online content.

Apps.gov is an online resource for government employees that provides guidance and access to available solutions under the government's new cloud computing initiative. Listed are business, productivity, and social media applications that government agencies can use to carry out their own communication activities. What this means to companies looking to market to the government is that the social media services listed are most likely (but not always) the types of platforms that government decision makers will be able to view behind government firewalls. Companies looking to reach government audiences online should check apps.gov to get an idea of what the government is using to reach constituents to effectively develop digital assets and tools for government stakeholders.

Not all government agencies may utilize or have need for all the resources listed on apps.gov. Each individual government agency must use these tools in accordance with its own policies, procedures and other federal mandates. Nonetheless, apps.gov is a valuable information resource for federal sector marketers and communicators.

Interested in getting your company's services on Apps.gov? Check out the Vendor FAQ to learn more.

UPDATE: On May 25, 2010, the GSA launched info.apps.gov to provide federal agencies and the American public valuable information about the federal transition to cloud computing including available cloud services, examples of best practices, and updates from the Federal Cloud Computing Initiative. You can learn more about the info.apps.gov site here.

A Typical Conversation? I Hope Not

Him: "I don't know what to do, so we do it all!"

This was expressed to me by a marketing manager who works for a major systems integrator with numerous federal and commerical contracts. He was explaining to me that he was pushing very hard for his traditionally conservative company to use more social media tools for thought leadership and demonstration of capabilities. When I asked him how he uses social media, he stared at me blankly:

"We just use it. You know."

I applaud this gentleman for at least pushing his company to explore social media options, but when pushed for goals and strategy, he didn't seem to know the best way to use this media to accurately present the company. When I asked him what types of content he planned to create to engage a target audience, he said "We have white papers."

Also a start (good job at repurposing content) but everyone can get those off the Web site. Not the best use of social media.

I asked, "Do you even know if members of your target audience are using social media tools this way? Do they want that type of information? Why not create video case studies to complement the ones you already have? Or even audio and video overviews of your white papers?"

He stared at me and said: "Why would I do that? We've already created the core content."

Me: "But your audience in social media may not want a text version of what you've got. If nothing else, make it downloadable into an e-book or at least do some sort of teaser to make the content more appealing. What about a live virtual Q & A with the SME who put together the white paper? Webinars? Would your company be willing to start a blog?"

Then he said: "We microblog (he understood that term). We are on twitter and I blocked our competitors from following us."

REALLY?

Me: "Really? Why would you do that?"

His response: "They don't need to know what we're doing."

Me: "What are you posting on Twitter?"

Him: "Our press releases and what shows we are going to. Links to our white papers."

Me: "So let me get this straight - You aren't following your competitors on Twitter. You blocked your competitors from following you. You aren't engaging with or following anyone who isn't a news service or an employee AND you aren't posting anything that you aren't already posting on your own Web site?"

Him: (Red faced) "Yes."

Me: "Why?"

Him: "I don't know what to do, so we do it all!"

Finally the truth. I truly feel for some (not all) of the government contractors in the DC area who are struggling to find the balance and navigate the new world of social media. I tip my hat to this gentleman who is at least trying social media tactics for outreach. What kills me though is that his approach is like throwing soup at a wall - it's a mess.

What also bothers me is the lost competitive intelligence and engagement with key audiences who may not be his targets, but who would be able to engage with their brand and their service offerings increasing their commercial presence.

If you had met this gentleman, what would you have asked or wanted to know about his company's approach to social media? Since his organization is resistant to change, what recommendations would you provide him on where he should be devoting his limited content and other resources for social media?

PR's Evolving Role

I love Twitter.  I follow so many interesting PR Pros, Web/Graphic Designers, Public Affairs Officers, Social Media Gurus, Journalists, Political Strategists and Goverati types that use and love all different types of communication methods.  What strikes me as odd is that there seems to be a reoccurring topic that is the subject of blog and twitter posts: What PR is and what is isn't.

Don't get me wrong, anyone who's read anything on this blog knows that I have my views too. But lately, it seems the definition of PR is getting narrower - a definition that consists of pure media relations/outreach, writing of thought leadership pieces, market and competitive research, case studies and the occasional trade show or event planning support. 

I have said and believe that media relations will always be the staple of public relations (it's essentially the bread and butter of any agency with a PR department), but what I am consistently amazed at and wonder about is why PR is talked about as separate from the emerging social media and digital strategy methods that companies are demanding.  Is it because the perception is that many PR Pros lack the necessary skills to effectively understand, recommend and implement digital and social media strategies to clients?  Is it because traditional forms of the media (print and arguably some broadcast) are dying and therefore traditional PR tactics are too? Have we as an industry self-segmented (segregated) itself from the digital and social changes that have taken place in today's media? Or is the rise of new media tactics/strategy a market challenge to the traditional PR business practice and model?

Obviously it's probably a combination of these things plus many more aspects I failed to identify. In an industry where niches and specialization are praised for experience and the building of sustainable relationships (think about agencies specific practice units e.g. Health Care, Technology, Corporate, etc.), how are digital and social media strategies being integrated into current PR business models? Moreover, what input or influence do PR practitioners have on the planning, implementation, measurement and promotion of these strategies?

I increasingly read case studies where the lines between a good marketing and PR campaign are often blurred (and rightly so) because of the different channels used to execute the strategy. My sense is good communication campaigns are becoming a lot like the model used (NOT LIKE) multichannel marketing. It takes more than one media vehicle to communicate to a target audience.

What's your take on the ever evolving definition of PR? What skills and abilities do PR Pros need in today's market? Moreover, what role should PR Pros play in the recommendation and execution of digital and social media strategy?

Demanding Digital? You're Not Alone...

A recent survey conducted by Sapient of CMOs and senior marketing professionals finds that agencies' digital strategy and interactive capabilities are becoming increasingly important.

Sapient surveyed over 200 CMOs to find out what's important to them in the next 12 months. Agencies capable of planning and executing digital strategies, with a heavy emphasis on leveraging emerging technologies and social networks, was prominently mentioned.

Jennifer A. Jones has listed what Sapient found to be The Top 10 Wish List for Agencies of the Future. Check out her comment on keeping up! I couldn't have said it better myself.