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How to Run a Government Blog

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GovLoop
GovLoop

The document discusses best practices for running a federal government blog based on EPA's experience with their Greenversations blog. It provides guidance on blog purposes like putting a human face on the agency and sharing personal stories. It also covers blog content like weekly features, using an informal tone, engaging readers, and responding to comments. Contact information is given for EPA's blog manager to get additional resources on federal blogging.

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

More Related Content

How to Run a Government Blog

  • 1. From 30,000 feet to 3 feet: Running a Federal Blog
  • 2. Mission, Mission, Mission Why communicate? What do they need to know? What do you need to know?
  • 3. 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
  • 4. 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
  • 5. 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
  • 6. 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
  • 7. Really Interesting Jobs http://www.peacecorps.gov/index.cfm?shell=learn.whatlike.voljournal
  • 8. TSA: Operational Changes http://www.tsa.gov/blog
  • 9. Library of Congress: Talking about Lincoln Photos http://www.loc.gov/blog/
  • 10. EPA: Traveling on An Environmental Budget http://blog.usa.gov/roller/
  • 11. State Dept: Engaging Questions
  • 12. 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
  • 13. 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/
  • 14. Flow of the River: Launch Post For extra credit, identify all the words that would give hives to traditional public affairs
  • 15. Flow of the River: End Ended on Earth Day (April 22) 2008 to make way for new blog
  • 16. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. 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
  • 21. 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
  • 22. 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
  • 23. Contact info Jeffrey Levy Email: [email_address] Twitter: http://twitter.com/levyj413 EPA’s Blog, Greenversations Main: blog.epa.gov Twitter: twitter.com/greenversations