Turning around the economy could seem easy compared to prodding the federal bureaucracy to become more transparent, responsive, and interactive.
Tech-savvy Barack Obama demonstrated how to effectively use digital marketing to connect with voters. Now that he's the victor, he's set up a site, Change.gov, to continue the dialogue.
Once in office in 67 days, will he be able to inspire or prod federal agencies to adopt a like-minded approach and hook up more consistently with diverse constituencies?
A political campaign, like an entrepreneurial startup, can be nimble. The federal government, like a 27,000-ton aircraft carrier stuck in the mud, is anything but with its tangle of legacy information systems.
Consider these challenges:
To be sure, the government is working to expand its use of the Internet to improve customer service. We've come a long way from the days when one had to make a trip to Washington, DC, to sift through paper files to find out about workplace injuries or read federal campaign spending reports on microfiche files.
A notable breakthrough occurred in 2000 with the launch of FirstGov -- now called USA.gov -- that enables people to search for government information and services based on topic instead of agency.
Business has also filled in some voids. Just this past week, Google unveiled Flu Trends, a tool that reportedly highlights flu outbreaks two weeks faster than the U.S. Centers for Disease Control and Prevention, which tracks disease outbreaks.
To understand why the federal government is moving so slowly, check out "Expanding E-Government: Achieving Results for the American People," a May 2008 update on e-government initiatives. The report points out, for instance, that 378,000 people were referred each month to agency benefits programs and 3.9 million filed taxes online using the IRS' free filing service. That's all good, but still relegates people to the role of spectator -- and not participant.
Furthermore, the e-government initiative goals are modest. For instance, it states that it aims to make the federal government the "best manager, innovator and user of information, services and information systems in the world." What does it mean to be the best? "Citizens and government decision makers have the ability to find information easily and securely," the e-government report states. Unfortunately, that goal feels like it was written in 2000 when the focus was on one-way communication rather than in 2008, when people expect to participate in conversations.
Momentum, thankfully, is growing for more innovation. An unlikely coalition of organizations, including the American Library Association, the National Taxpayers Union, and the Society of Professional Journalists, this week called on Obama and Congress to step up efforts to use the Internet to promote interactivity as well as make public documents more accessible. "Agencies and government leaders are not used to the wide-ranging interactive discussions with multiple participants that many of the newer Web technologies and strategies offer," reads the report published by the OMB Watch, a nonprofit group that promotes open government and citizen participation.
Coalition recommendations aimed at fostering greater participation include:
"We view the government as operating in the 20th century -- some would say the 19th century," Gary D. Bass, executive director of OMB Watch, told "The Washington Post." "But we're living in the 21st century."
Well, not exactly. The federal government spends $70 billion a year on IT. And for that, people will expect a greater return -- and greater responsiveness -- for their investment.
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Sept 5 to take advantage of Super Saver Rates!
Anna Maria Virzi, ClickZ's executive editor from 2007 until 2012, covered Internet business and technology since 1996. She was on the launch team for Ziff Davis Media's Baseline and also worked at Forbes.com, Web Week, Internet World, and the Connecticut Post.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.
September 17, 2014
September 23, 2014
September 30, 2014
1:00pm ET/10:00am PT