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

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

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

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

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

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