Social Government Strategies (Part I): Using Blogs to Improve Customer Service
Posted by Gul Khan in Measurement, Social media on October 17th, 2008
Recently we’ve been conducting some research that revolves around how the government can use new media and social media tools to help make their online offerings more meaningful to the people.
Address the Issues
We asked Singaporeans how the government could better serve the people from the online perspective and here is a summary of what they said:
1.   First, please get the basics right!
2.   The website it not relevant to me.
3.   I want to know more about you and the people behind the organization
4.   I want to connect with more people like me.
5.   I want to get involved and play a part.
“How to” Blogs
From the above, we can see that there definitely is scope for social and new media tools to solve all of the above and we have come up with a range of different strategies. And if you look at points (4) and (5) above, we can see that there are real communities connected to each government agency and their websites can play a key role in fostering and engaging in a conversations with these communities.
For now, I would like to explore a very simple and very workable strategy and that is to use blogs to improve service delivery and usage of online government services. This can solve points (1), (2) and in a limited way, (3). I guess you can call them “how to†blogs.
Gov Gab: The U.S. Government Blog
A great example of something along these lines would be Gov Gab blog. Here’s an excerpt of what they are about:
“In our daily jobs, we encounter a staggering amount of U.S. government information and services that can benefit your life. From saving money and visiting National Parks to finding out about government auctions and the latest recalls, we want to bring these resources to you in a new way—through our blog.â€
Source: http://blog.usa.gov/roller/govgab/page/bios
As far as I understand it (please correct me if I am wrong), their blog helps people around the government maze to help deal with their day-to-day issues. The example below gives tips about how to “bank safely†during these troubled times:
•   It talks about and links to the 2008 Stabilization Act
•   It advises people on what to do when a bank fails (linking to the FDIC website)
•   It provides tips on how to choose a new bank (linking to the consumeraction.gov website)
Content Strategy – Anything That Is Current!
There’s one constant that almost every government website needs to be able to cope with: There is always something new to handle! New issues, requests, problem, question, can come up because of economic changes, policy updates, seasonal factors (e.g. tax filing month), things happening in another part of the world, changes in tastes, technology, health scares (e.g. SARs)…you name it.
So there is great scope for new content (aka new and relevant blog posts). If you belong to a government agency, just check out the current hot items in your:
•   Customer support logs
•   Website keyword searches
•   Customer feedback data, surveys etc
For example, from our own continuous learning programs, we’re noticing a LOT of questions coming in about the “enhanced baby bonusâ€. Information about this topic alone can span different government agency websites. As long as there is someone in the government keeping their finger on the pulse, a typical blog post about the baby bonus can be quickly created and it can link to the different websites that deal with this same issue but in a different way.
I think it’s an approach worth exploring for the Singapore government.
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November 6th, 2008 at 10:22 am
If what you want to achieve is having the most current information in the hands of the people, then maybe what you need is an aggregator of govt blog content, something like techmeme:
http://www.techmeme.com
That last part, blog content, is probably more important than aggregating content itself. There’s no point aggregating PR press releases because it’s not written in a way that’s meaningful to people.
November 19th, 2008 at 6:54 pm
Hey Tim. How’s life at Phillips? Sorry for the late reply. Overloaded with many projects right now.
Thanks for your post. For the government blog concept, what we noticed is that for most of the government websites that we have looked at, they do have to deal with a lot of seasonal topics or current issues that may already be addressed in their website or other government websites but the current navigation of the website is not really geared towards this particular content. So a lot of people are not able to find the information.
So a blog post like this, which, say, covers the Extended Baby Bonus can link people to the relevant content and websites in a narrative manner. This is especially important if the current website design or architecture does not easily support access to this information. Yesterday this information was not important from a customer viewpoint but today it is crucial.
Bottom line is that I am looking at this from a contingency viewpoint in dealing with current issues and topics that can spring up. I remember what happened when there was the SARS outbreak. Everyone was scrambling to get new content out but they didn’t know where to put it, so different groups were creating micro-sites dealing with this problem.
I have seen data for websites which shows that when websites fail to address these contingency issues, it can result in low customer satisfaction rates, high bounce rates (or short visits) and, in some cases, it has also resulted in more customer support calls.
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You really make it seem so easy with your presentation but I find this topic to be really something which I think I would never understand. It seems too complicated and very broad for me. I am looking forward for your next post, I will try to get the hang of it!
May 29th, 2010 at 3:09 pm
I totally go along you! I have often felt that way but nobody really would like to take it as seriously as we do apparently. Excellent blog anyway, I am going to have to stop by more frequently.
May 30th, 2010 at 2:47 am
I found a truly amazing WoW guide while looking for gold getting ideas on Youtube. I bought the guide and it kicks ass.
May 30th, 2010 at 6:14 pm
thanks !! very helpful post!
May 30th, 2010 at 9:48 pm
If any person wants to join world of warcraft ill Recruit u so we u joing can lv up faster or get cool mounts an even prizes:} Just hit me up
May 31st, 2010 at 2:06 am
Well, World of Warcraft and the WAR beta both had / have their moments.
May 31st, 2010 at 10:09 am
I Really realize what your position in this matter is. Though I should disagree on a number of the finer details, I think that you did a wonderful job explaining it. Definitely beats having to study it by myself. Thank you.
May 31st, 2010 at 11:39 am
This blog is great. How did you come up witht he idea
May 31st, 2010 at 2:03 pm
I thought it was going to be some boring old post, but it really compensated for my time. I will post a link to this page on my blog. I am sure my visitors will find that very useful.
May 31st, 2010 at 3:08 pm
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May 31st, 2010 at 6:22 pm
Aw, this was a really quality post. In theory I’d like to write like this too - taking time and real effort to make a good article… but what can I say… I procrastinate alot and never seem to get something done.
May 31st, 2010 at 6:24 pm
If you don’t mind me asking I just wanted to get the scoop on what is the difference between blogenenigne and wordpress blogs? Is it easier to use or more efficient? I amseeing a lot of blogs powered by this software popping up lately and wondering if it is better or not? Thanks…
May 31st, 2010 at 11:12 pm
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May 31st, 2010 at 11:54 pm
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June 1st, 2010 at 7:17 am
This piece was suggested to me by a friend. I have to say, reading this was of value. I will tell more friends about it as well.
June 2nd, 2010 at 2:52 am
wow, great, I was wondering the same thing. and found your site by google, many userful stuff here, now i have got some idea. bookmarked and also signed up your rss. keep us updated.
June 2nd, 2010 at 9:12 pm
Well, I have been reading your blog posts daily and the reason I come on your blog frequently is its compelling content… Regards…
June 2nd, 2010 at 10:24 pm
Cute video….Go read the WOW Cheats Pack guides. They have ways to get to lvl 80 in 5 days. Its free at WOWCheats . net
June 2nd, 2010 at 11:29 pm
The amount of of you guys here play WoW and are likely to reroll whether Goblin or a Worgen in the new expansion?
June 3rd, 2010 at 1:14 pm
Have found your web page. My pal mentioned it to me before, yet never got around to checking it out until now. I must express, I’m floored. I really enjoyed reading through your posts and will absolutely be back to get more.
June 7th, 2010 at 7:52 pm
As a general rule the government seems to be behind a few years on just about everything. But they do eventually catch up. CNN and the media outlets are giving their staff facebook and twitter accounts now, so things are progressing in this direction.
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