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FCW Insider: Web 2.0 and government PR

Mark Drapeau, a researcher who writes frequently about national security and social media issues, would like to see federal agencies think big when it comes to Web 2.0.

Too often, government employees dabbling in social media are content to "hide behind" their organization's "brand," when they really should see themselves as "brand ambassadors."

It's not just a matter of using Web 2.0 technology to reach out to the public. Agencies should look for ways to collaborate with the public -- in what Drapeau calls bi-directional engagement.

"Every citizen now has the potential to be a collector, an analyst, a reporter, and a publisher -- and so does every government employee," he writes. "Engaging, trusted personalities employed as brand ambassadors will complement -- not replace -- traditional public affairs and government outreach."

Check out the complete post here.

On a related note, check out FCW's interview with social media and marketing consultant Andy Beal, who talked about how agencies should manage their "online image."

Posted by John S. Monroe on Jan 06, 2009 at 12:14 PM


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