Someone at Public Works and Government Services Canada (PWGSC) gets it!

One of the things on my Christmas to-do list was to write a quick blog entry about PWGSC’s internal newsletter called “Within Reach”. Why you may ask? It is perhaps the most informative piece of text on the subject of digital marketing to ever come out of the federal government. Every government employee involved in any aspect of marketing and/or communications should be reading this newsletter. It features an easy-to-read, well organized layout that is pleasing to the eye, but above all, it has useful CONTENT.

The latest edition features great informative articles on how to build traffic to your website, how to measure ROI effectively, the importance of the Official Languages Act, new contracting tools, and that’s just the beginning! Here is a sample screenshot of what it looks like (first page only), you can download the full latest PDF copy here (English or French).

Now, because it is internal to the government, please e-mail me if you wish to be added to the mailing list (I will let the authors know ASAP). I believe the newsletter is sent out on a quarterly basis.

Happy New Year everyone! I will see you in 2008!

Cheers,

MK

Merry Christmas - Joyeux Noël !

Thank you for sharing your thoughts and comments throughout the year. Each and every little contribution to the millions of conversations going on out there pushes this new and evolving field of Social Media Marketing one step further.

I will be re-charging my batteries over the next few days since the Jan-March period will be busy beyond belief (here at CEPSM) with some major national marketing strategies (including a recruitment strategy for the Department of National Defence) that I will be able to tell you more about when we receive the contracts. You can rest assured that we will be making some serious recommendations involving social media.

I wish you and your families all the best!

Merry Christmas!

Rogers is testing an invasive process of splicing information into webpages as your browse them!

Even when I put my personal thoughts about Rogers as a company aside (not so great in case you’re wondering), I find this proposed move absolutely appalling. Rogers Cable is prepping a technology that puts its own content on the homepage of Google and other sites its broadband customers visit. This completely defeats the purpose of “net neutrality“. For examples of the potential implications of such a move, read the full Wired Magazine article.

In their defense, Rogers has stated that they will be carefully monitoring customer reactions during the testing phase early next year. I hope that Canadians will be smart enough to protest this move and see it as a serious invasion of their “neutral” web experience.

My thoughts on the bilingual issue holding back the use of social media in government

I want to make a few things clear before I write this post today.

First of all, I was born in France, I love Quebec here in Canada, I am a trilingual anglophone, and I have nothing but full support for our country having two official languages. That being said, there are certain exceptions in regards to the bilingual requirement, which I think our Treasury Board should consider.

First and foremost, the whole point of effective use of social media is defeated when blog posts, podcasts, rss feeds, etc…, have to be translated each and every single time something is posted. This renders instant response impossible, and will make government organizations seem out-of-date and behind the loop (not that the perception out there is any better now). The translation departments are backlogged enough as is having to translate every single document that exists within each branch. Government websites (aside from a few exceptions) have become warehouses of useless information because it’s become too much of a hassle to make a change, have it approved, send it to translation, send it to the web guys, etc… you know the drill.

Along comes the Web 2.0 revolution of instant sharing, collaboration, and conversation and what does the government do? First of all the provincial government bans Facebook. Smart move guys! That’ll teach ‘em! (i’m being blatantly sarcastic here ->See my post on that issue). Now the government has put a hold on the use of blogs and participation in online social networks because everything that comes out of the government must be bilingual! So if someone working for the government had a departmental or work blog (as is widely prevalent in the U.S –> see my post on Secretary of State Mike Leavitt), and had to respond to reader comments, they “theoretically” would have to send it to translation and wait days if not weeks before they could post. Does that make a lot of sense to you?

How about the case of a “what’s new” rss feed. The purpose is of course to have feeds delivered instantaneously and automatically to subscribers as they are published in response to daily or weekly activities. By the time it’s sent to translation and approved, the message will be out of date. Further still, the whole point of blogging and social networks is 2-way conversation. How is that possible if there are no responses to the comments that would be coming in from active citizens (as a result of the translation delay)? Aren’t government employees supposed to be serving the public (i.e. “public servants”)?

If you work for the government, you’re probably asking, who has the time for all of this anyway? I hear your pain. Unfortunately your excuse is not valid. There are enough social media tools out there (feed readers, auto blog writers, alerts, etc…) that can drastically streamline and speed up your daily tasks ten-fold! Think of all the time that would be freed up if all employees were taught how to effectively use a feed reader (allowing them to unsubscribe from all their newsletters and reduce email reading time), use internal chats for communication instead of email, use internal social networks for collaboration and project work instead of meetings… the list goes on.

You’re probably thinking that sounds expensive? You’re wrong. It’s pennies compared to the alternatives the government spends money on instead. What is expensive is the cost of not embracing social media and ignoring the social (not just technological) revolution taking place.

What’s the solution?

Create a policy for all social media use in government to be “open” to whatever language someone feels comfortable writing in. If citizens want to comment in French, that’s fine…someone should answer them in French. If they comment in English, answer in English. Create an open platform of bilingualism, not a one-way bilingual communication vehicle. Blogs are not supposed to be press releases or “communication pieces” as the government likes to call them.

Citizens deserve the right to dialogue with the government in a free and open manner. Why keep those channels closed? Why block the vastly superiour communication technologies and networks that your young workforce (and “progressive” older workforce) has grown up with and mastered? I’ve said this before and I will say it again, employees that choose to waste time, will waste time regardless of what restrictions you put on them. Instead of banning social media, why not figure out how to use it to your advantage?

My point here is that the TBO should adapt it’s guidelines and policies on bilingualism with modern best practices. Not ancient Web 1.0 thinking, where the web is seen as a storage of digitized static information where everything needs to be finely polished and reviewed by the communication department.

The one exception to all of this that I see is the use of social media tools to gather information on citizens (e.g Facebook Polls). Here it should be bilingual since time-sensitivity is not necessarily a factor and official research should be conducted in both French and English. The good news is that Facebook will soon be updating some of it’s tools (such as Facebook Polls) for French audiences, so hopefully there will be no more excuses in that regard…

A lot of you may disagree, I want to hear your thoughts, let’s open this one up…

Facebook business tools can be useful for Public Sector marketers!

After all the negative attention Facebook’s Beacon service has been getting lately in terms of privacy issues, I decided to inspect it myself and browse around the remainder of Facebook’s business tools (which have expanded considerably since I last used them a few months ago). In doing so, I came across this great little summary description page of each service, which I have posted up here for your convenience:

I ran a little experimental “Social Ad” and was amazed at just how much targeting I can do. With each targeting criteria I set, Facebook automatically updates the number of people that match those criteria on Facebook. Here’s a sample screenshot of how it works:

Play around with it (you can bail out at any time before you enter your credit card information), see if you can reach a big enough size of your target audience through this channel. The best part is that once you decide to commit, you set the maximum daily budget you want to spend and the bidding price of your ad! (similar to the PPC Google Adwords concept). Remember that even though the number of your audience may appear small and insignificant, it’s the quality that counts (long tail theory).

How social media made my life easier this week…

For those of you that didn’t catch my Twitter feed messages, you’re probably not aware that I had a major technological meltdown occur a few days ago. It all started Tuesday afternoon, upon commencing my regular morning “social media sunrise” routine. My laptop loaded as usual, however upon loading any application, it would display the much despised “blue screen of death”. I tried re-booting and starting in safe-mode, repairing my windows installation and booting from factory CD’s, however it would freeze each time.

Now, I should point out that part of me has always been a “techie” by nature and in the past, there have been very few issues with computers (which I usually assemble myself from custom parts) that I couldn’t resolve. I spent hours on this one trying every trick of the trade. To cut a long story short, it turned out to be more serious than I thought (malfunctioning hardware issue- overheated video card that corrupted my system files and most of my hard drive).

The point of this post however, is that even though I was without a laptop, the technological gateway to my work, I managed not to have it impact my work nearly as much as in the past.

Why is that? Answer: social media + public computer with internet access.

Here’s some common social media applications that helped me get through my work week without my own laptop:

• Experts-Exchange :Even though I know quite a bit of technical stuff, I decided to tap into this amazing computer technical support knowledge community. I posted a question about my computer problem and within minutes I had people literally competing to respond to me with the best answer (they get authority/expert points similar to that of LinkedIn). I received some great ideas on how to recover 2.5″ corrupt laptop HD’s that ended up working flawlessly.
• Twitter : This great little micro-blogging platform let me quickly inform regular subscribers to my blogs that I am having some tech issues and will be a little behind in everything I do until further notice.
• Google Bookmarks : Even though I also use other social bookmarking tools such as Del.icio.us for specific purposes, I found the most use out of Google Bookmarks, which loaded up my entire bookmark collection (personal and business). This made my web user interface exactly the same as on my laptop.
• Plaxo: Since my Outlook Calendar files were not backed up, my only resort was looking at my Plaxo account calendar which I had set-up to automatically synchronize with my Outlook calendar. All my meetings and appointments were salvaged.
• Google Reader : I shouldn’t even have to explain this one. Logging into my Google Account and browsing all my RSS feeds made me feel like I wasn’t missing a beat.

I should also add that I spent some time listening to my favorite blogs and podcasts (see my Blog Roll) trying to figure out which laptop to buy now that mine was toast (ordering the part alone would take weeks, which I didn’t have). I finally decided to go with a loaded Dell XPS 1330 based on many direct and indirect recommendations from the online community.

Now I play the waiting game…arrival of my new laptop is scheduled for Decemebr 10th, I’ve been told that Dell usually beats it’s promise by a few days. I hope this will be true in my case as well (RichardatDell, feel free to pull some strings! lol).

Until then, I’m fine using any computer I find, anywhere I am.