Live, from D.C., it's Social Media for Government

Let's be honest. Government isn't always on the bleeding edge of things. Especially things like "transparency" and "social conversations." But this time, let's give our public sector employees some credit. While the commercial marketing world is pulling its hair out trying to justify a radical shift in commercial communication practices, the U.S. government is out there making it work.

Don't believe me, do ya?

The proof is at the Sheraton National Hotel in Arlington. Those skilled in social media and those looking for tips have congregated here at the Social Media for Government conference to talk about what's working and what's not. And let me tell you, there's a ton of interest in making it work. Check out this partial snapshot of speakers and attendees:

• Department of Defense
• General Services Administration
• Transportation Security Administration, Dept. of Homeland Security
• National Institutes of Health, Dept. of Health and Human Services
• Central Intelligence Agency
• U.S. Coast Guard
• U.S. Geological Survey, Dept. of Interior
• National Academy of Public Administration
• Smithsonian Institution

Mixed in are a few state-based public organizations, a few non-profits and a couple government contractors who are working with the government to tap the promise of social media. It's a literal smorgasbord of people who want to make social media work to create a stronger, more responsive government and a more engaged society.

There will be lots to talk about from this conference in the coming weeks, but for tonight let's cut it down to a few quick top-line themes.

First, the government is making social media work. Yes, the vast majority of government agencies are uncomfortable with social media and are nowhere close to jumping in the pool. But an impressive number are. Mike Panetta and Kevin McCann from Grassroots Enterprise pulled out a few examples during their Social Media 101 workshop:

The TSA blog
USA.gov Facebook Page
The Iowa Lottery
Environmental Protection Agency MySpace Page
FEMA YouTube Channel
The State of Virginia YouTube Channel

Second, even though a few government agencies are making progress, internal resistance is spirited and challenging. This should come as no surprise to anybody in either commercial or public sector marketing and communications. Social media represents a major whack to the very core of corporate and institutional communications. You are no longer the King of the World shouting royal commands to the masses. You are simply a participant in a conversation that is bigger than you could ever imagine. And the conversation is about you. Scary, huh?

Instinct tells us to run and hide and deny that social media is a permanent addition to the communications mix. Problem is, it's not going away, and it is slowly replacing the old forms of communications, such as newspapers and magazines and even traditional television. So we have to learn to work it. We have to accept the fact that people -- even people in our own organizations -- will talk about us and won't always be "on message." We have to accept the fact that some people with bad tempers will say downright nasty things about us, and they'll do it in a very public way. It's the new reality, and we have to grow up and learn how to take the good with the bad, all the while making attempts to tell our side of the story. 'Cause if we don't, everyone else will have the floor.

Third, government resistance to social media is going to diminish ... in approximately five weeks. After eight presentations here at the conference, I can safely say that just about everybody thinks President-Elect Obama is going to take government communications, maybe kicking and screaming, to the next level. Web 2.0 is in. Old style, don't bother. He proved the power of social media during the campaign, and he's going to do it during the presidency. If you haven't visited Change.gov or Obama's YouTube channel, do so now.

More tomorrow from the Social Media for Government Conference ....

P.S. If you came here looking for Left-Brain Creative, my old blog, surprise! It's a new day, and the way we approach communications must change. Hence, Social Capital.

Comments

[bsh]

Keep it coming, JB, someone's reading and (gasp!) listening.

[Deborah Lee]

I'm really excited about what this can do for VA, and the whole shift to a sincere focus on today's veterans ... hoping that some of the technical issues will be covered, so we can jumpstart our efforts.

[Jim Bender]

The possibilities are endless .... The technical issues, for external communication, are limited to access, as far as I know. But many people here say they were blocked, but now access is open. There seems to be a wave of access growing slowly from agency to agency, and it seems that the go-ahead sign always comes from the top.