Socializing State Dept. Websites

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Using the Office of Inspections Review of the Use of Social Media by the Department of State as a guide, this presentation lays out the business case for making the agency's websites social by …

Using the Office of Inspections Review of the Use of Social Media by the Department of State as a guide, this presentation lays out the business case for making the agency's websites social by design.

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  • 1. HOW  TO:  Make  State  Department’s   Embassy  and  Fulbright  Websites   Social  by  Design   Eric  Schwartzman   Feb.  22,  2012   www.ericschwartzman.com    
  • 2. Argument  for  Socializing  Embassy  Websites   State’s  Recommenda.on:  Public  Diplomacy  and  Public  Affairs  should   issue  guidance  direcLng  embassies  to  require  all  the  mission’s  official   social  media  sites  to  link  to  one  another  and  to  the  embassy’s  Web  site.   My  Cri.cism:    We’ve  transiLoned  from  a  web  of  links  to  a  web  of  likes.   Links  are  no  longer  enough.  Socializing  your  web  presence  requires  the   installaLon  of  embed  codes  to  empower  tools  such  as  “Like”  buIons  on   your  own  website.  UnLl  the  Department  makes  use  of  embeds  so  their   content  can  go  viral,  “successful  sites  with  original  content  and  strong   interacLon  with  their  audience”  will  conLnue  to  absorb  an  inordinate   amount  of  staff  Lme. State’s  Recommenda.on:    As  social  media  sites  proliferate  within  embassies,  a  central   repository  of  knowledge  is  needed,  which  logically  should  be  the  public  affairs  secLon.   My  Recommenda.on:  By  making  use  of  embed  codes  to  display  the  acLvity  in  different   social  networks  collecLvely,  State  has  the  opportunity  to  automate  the  informaLon   aggregaLon  process,  but  the  agency  would  need  to  relax  it’s  restricLons  on  the  use  of   embed  codes  on  it’s  CMS,  much  as  the  Dept.  of  Defense  has  done  already  at   hIp://www.dodlive.mil/,  which  makes  use  of  Facebook  “Like”  buIons,  YouTube   embeds,  and  much  more  to  to  make  their  web  presence  social  by  design.   hIp://oig.state.gov/documents/organizaLon/157926.pdf      
  • 3. Socialize  the  Contact  Us  Page   Contact Us on Facebook : Contact Us on Twitter:
  • 4. Socialize  the  Embassy  Website  
  • 5. Socialize  the  Ambassador’s  Page  
  • 6. Who  do  people  trust  most?   hIp://trust.edelman.com/trust-­‐download/global-­‐results/    
  • 7. Fulbrighters  are    Academics  and  Experts   2012  American  Fulbright  Grantees  
  • 8. Socialize  their  Index  Pages  
  • 9. Fulbrighters  are  “A  person  like  yourself”  
  • 10. Socialize  their  Index  Page  
  • 11. Thank  You   (310)  455-­‐4000          Phone   eric[at]ericschwartzman[dot]com  Email   ericschwartzman.com      Website   ontherecordpodcast.com      Podcast   spinfluencer.com        Blog   @ericschwartzman        TwiIer   facebook.com/ericschwartzman    Facebook   linkedin.com/in/schwartzman      Linkedin     youtube.com/spinfluencer      YouTube     slideshare.net/ericschwartzman      slideshare   Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0