Government 2.0: How Social Media Could Transform Gov PR

Mark Drapeau writes

Behind every press release, web page, and social networking account is a person. But when people "hide" behind organizational brands, it reduces the authenticity and transparency that people -- citizens, customers, fans -- have become accustomed to seeing in the Web 2.0 world. New social tools and niche communications can empower people to connect with their audiences on a more personal level through what has been termed

Every citizen now has the potential to be a collector, an analyst, a reporter, and a publisher -- and so does every government employee. Engaging, trusted personalities employed as brand ambassadors will complement -- not replace -- traditional public affairs and government outreach. Depending on their agency or office's mission and goals, individuals can follow customized strategies to engage specific niches of the public at events, in interviews, and through constant, pervasive use of new and emerging media tools. In an ongoing bi-directional conversation, brand ambassadors employing I3 would work not only on behalf of the government among the people, but also on behalf of the people within the government.

Government social ambassadors should be fully accessible, transparent, authentic, and collaborative leaders that inspire people to cooperate for the sake of common concerns. As part of their missions, government brand ambassadors should conduct community-based research to understand the "marketplace."--Read the entire post.

Mark's comments fit right in with my lunch conversation. My friend was at a meeting yesterday and had an impromtu a conversation with another attendee from Sunlight. When he asked her, "Do you mind if I blog this," she did take pause.

Everyone is a government spokesman because everyone can be a publisher. It doesn't matter if you don't want the game to change, it already has. Might as well embrace it.