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Jeffrey Levy of EPA on Government Blogging Using Greenversations Example
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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/techno
logy/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 Government6 GovGab.gov Bloggers at USA.gov
Colleen – Consumer information specialistNewbie bureaucrat
Jake – Frequently Asked QuestionsRocker
Joanne – Web content manager Mom, lives on farm
Nancy – TV, print and radio PSAsMedia whiz
Sam – Media specialistSouthern belle, shopper
Sommer – Web content managerMidwesterner
Blogging at EPA: ThenFlow 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
Greenversations: How?
• 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
Greenversations: How?
• 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 protected] – Twitter: http://twitter.com/levyj413
• EPA’s Blog, Greenversations– Main: blog.epa.gov – Twitter: twitter.com/greenversations
