Federal agencies like GPO engage ("win") with citizens and other agencies through email and social media

We enjoy sharing stories about government agencies that are improving communication and engaging the public in efficient and creative ways (Massive Public Outreach on Swine Flu, Email Rules!). The U.S. Government Printing Office (GPO) Bookstore is leveraging email in a very mission-critical way. GPO has implemented an email alert system to inform the public about new government publications for sale, and nearly 60,000 subscribers have signed up for this service already (read the press release here).

“GPO’s core mission is to keep Americans informed on the documents of our democracy,” said Public Printer Bob Tapella. “This system is another way for GPO to carry out its historic mission. A simple email alert will let the public know about the various publications available from our agency customers.”

U.S. Government Printing Office (GPO) was recognized for Excellence in Communication at a recent roundtable event on May 28th. The award was presented to GPO Director of Marketing and Sales, Jeffrey Turner, for "Scoring a Slam Dunk [with its] Sweet 16 Promotion," and increasing winning title sales by 241% and subscribers by 200%. During GPO's "Sweet 16" promotion, email alerts were effective in keeping citizens informed and excited about the voting and results. 

 

GPO’s "Sweet 16" Results

• Over 139,000 votes received during the 11-day promotion.
• Top vote-getter, Black Americans in Congress, received 62,225 votes.
• Rounds with email reminders garnered on average 4.68 times more votes than the round without.

As social media and Web 2.0 continue to grow in popularity and relevance, it is vital that government entities leverage new tools and connect communication channels to reach a larger audience. Social media and email are highly complementary with each fulfilling different roles in engaging citizens. Email and digital subscription management (EDSM) is a comprehensive communication solution that automates integration between email and Web 2.0 technologies.

Web 2.0 and social media is transforming the way government communicates with the public. The most effective government organizations are engaging in all channels. GovDelivery is working with 300+ government entities to integrate email and Web 2.0 communications. GPO has launched the Collaboration Network to partner with more than 20 federal government agencies to cross-promote content and further its reach. The U.S. Department of Health and Human Services (HHS) was the first agency to promote compelling content through social media using Information Sharing Widgets and Share This Email at the onset of the H1N1 outbreak. These tools allow smaller, local agencies to inform citizens by installing the dynamic widget or “sharing” the information through email and social media channels. The City of San Ramon, California, not only posted HHS’s PandemicFlu.gov news widget but created their own emergency widget to keep residents informed. The National Guard Bureau and U.S. Food and Drug Administration have launched Discuss This Email blogs to increase transparency and engage with the public.

Email is the number one use of the Internet and can be leveraged to promote other communication channels and to further distribute compelling content. It’s exciting to see government agencies, large and small, use collaboration and integrated communications to reach the largest possible audience and offer enhanced service to the public.