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Social Media and the Gov’t:
A Brief Introduction
Jeffrey Levy
Chief of E-Communications
US Citizenship
and Immigration Services
Rev 2/16
Three Levels of Understanding
• What is this stuff?
• Why would gov’t use it?
• How do we get going?
Where are you?
Breaking the Ice
• Personally or professionally, who has hands-on
experience posting to:
– Twitter (anyone live tweeting this workshop)?
– Facebook?
– Other social networking sites?
– Photo sharing?
– Video sharing?
– Document or slide deck sharing?
– Wiki?
• Think of and share one word about feelings the
words “social media” create in you
What is Social Media?
Social Media!
Live Q&A
Participatory Video Compilation
Shared Experiences
Collective photo galleries
News delivered where it can be shared
Crowdsourced ideas
Multiway video chat
Job info market
Information resource creation
What is Social Media?
Anything online other than static
content where the provider posts
and the viewer absorbs
Social Media And The Gov’t: A Brief Introduction
Four Things to Remember
• Social media is free like a puppy is free.
• Social media is a set of tools. Don’t throw out the
old just because you get something new.
• We’re in the first pitch of a baseball game.
• An expert is someone who knows one thing
more than you do.
What?
• Interaction (comments, photos, videos)
• Collaboration (internal and external)
• “Force Multiplier” through sharing
• Tools for adults
• The way business is now done
Why?
• Mission, mission, mission
– So keep using older tools, too
• It’s where the people are
– 1,000,000,000s of daily YouTube views
– 1,600,000,000 active Facebook users
• More direct connection to people
• We’re 20,000, they’re 300,000,000
• Chance to hear what others are saying
• Competitive advantage
How?
• It’s culture, not a tech issue
• Trust: employees, the public
• Develop some strategy, but not 400 pages
– Understand terms of service issues
• Experiment
• Define tool-specific measures of success
– It’s all about engagement
– Return on investment is (usually) the wrong
question
How? (cont’d)
• Be ready to fail (fast, small)
• Be ready to succeed
– Always ask “what’s next”?
– Teach!
• Embrace criticism (it’s almost all useful)
• Accept that odd things will happen
• Know the policy and governance framework
• Acknowledge that fear, confusion, wonder,
excitement are all normal
Number One Recommendation
LEARN
How to Learn
• DigitalGov: our own federal resource from GSA
• Gov’t Social Media Community of Practice
– justin.herman@gsa.gov
• Try it!
– Twitter (to start, just follow people)
– Facebook (try everything)
– Post videos to YouTube, photos to Flickr or Instagram
How to Convince Your Boss
• Mission: use gov’t words, not technologies
– Not Twitter: “connecting with our stakeholders”
– Not YouTube: “video where people can find it”
• Stay high-level, not technical
• Explain this is now normal
• Model on others before you
How to Start Projects
• Review the stuff about culture
• Thicken your skin
• Start small, grow over time
• Go to lunch with:
– Your IT folks
– Your attorneys
– People who have found success
Contact Me
• Email: jeffrey.m.levy@uscis.dhs.gov
• Phone: 202-272-2997
• Twitter: http://twitter.com/levyj413
• Slide presentations:
http://www.slideshare.net/levyj413

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Social Media And The Gov’t: A Brief Introduction

  • 1. Social Media and the Gov’t: A Brief Introduction Jeffrey Levy Chief of E-Communications US Citizenship and Immigration Services Rev 2/16
  • 2. Three Levels of Understanding • What is this stuff? • Why would gov’t use it? • How do we get going? Where are you?
  • 3. Breaking the Ice • Personally or professionally, who has hands-on experience posting to: – Twitter (anyone live tweeting this workshop)? – Facebook? – Other social networking sites? – Photo sharing? – Video sharing? – Document or slide deck sharing? – Wiki? • Think of and share one word about feelings the words “social media” create in you
  • 4. What is Social Media?
  • 5. Social Media! Live Q&A Participatory Video Compilation Shared Experiences Collective photo galleries News delivered where it can be shared Crowdsourced ideas Multiway video chat Job info market Information resource creation
  • 6. What is Social Media? Anything online other than static content where the provider posts and the viewer absorbs
  • 8. Four Things to Remember • Social media is free like a puppy is free. • Social media is a set of tools. Don’t throw out the old just because you get something new. • We’re in the first pitch of a baseball game. • An expert is someone who knows one thing more than you do.
  • 9. What? • Interaction (comments, photos, videos) • Collaboration (internal and external) • “Force Multiplier” through sharing • Tools for adults • The way business is now done
  • 10. Why? • Mission, mission, mission – So keep using older tools, too • It’s where the people are – 1,000,000,000s of daily YouTube views – 1,600,000,000 active Facebook users • More direct connection to people • We’re 20,000, they’re 300,000,000 • Chance to hear what others are saying • Competitive advantage
  • 11. How? • It’s culture, not a tech issue • Trust: employees, the public • Develop some strategy, but not 400 pages – Understand terms of service issues • Experiment • Define tool-specific measures of success – It’s all about engagement – Return on investment is (usually) the wrong question
  • 12. How? (cont’d) • Be ready to fail (fast, small) • Be ready to succeed – Always ask “what’s next”? – Teach! • Embrace criticism (it’s almost all useful) • Accept that odd things will happen • Know the policy and governance framework • Acknowledge that fear, confusion, wonder, excitement are all normal
  • 14. How to Learn • DigitalGov: our own federal resource from GSA • Gov’t Social Media Community of Practice – justin.herman@gsa.gov • Try it! – Twitter (to start, just follow people) – Facebook (try everything) – Post videos to YouTube, photos to Flickr or Instagram
  • 15. How to Convince Your Boss • Mission: use gov’t words, not technologies – Not Twitter: “connecting with our stakeholders” – Not YouTube: “video where people can find it” • Stay high-level, not technical • Explain this is now normal • Model on others before you
  • 16. How to Start Projects • Review the stuff about culture • Thicken your skin • Start small, grow over time • Go to lunch with: – Your IT folks – Your attorneys – People who have found success
  • 17. Contact Me • Email: jeffrey.m.levy@uscis.dhs.gov • Phone: 202-272-2997 • Twitter: http://twitter.com/levyj413 • Slide presentations: http://www.slideshare.net/levyj413