While I’m a frequent speaker about whether government agencies should use social media for crisis communication (they should), I was recently asked whether agencies should use it for non-crisis communication.

Of course they should.

Having worked in public affairs (that’s government talk for “public relations”), I have seen the frustration many agencies experience in trying to get their messages out to the mainstream media, or media representing their particular niche.

The Indiana Board of Animal Health and the Indiana Department of Agriculture have great relationships with the different farm newspapers and radio stations in the state. The Indiana Arts Commission has a tie-in with many of the arts media in the state. And the Indiana Office of Tourism Development’s Visit Indiana initiative works closely with the travel media in the region. (Full disclosure: I am a blogger for Visit Indiana.)

And many of these agencies are using social media, but they’re using it as a broadcast tool, rather than a communication tool. However, I have to applaud these agencies for using social media at all. There are still several agencies within my own state government that are relying on fax machines and emails to send press releases to mainstream media. I’m not saying they should completely drop that method of communication, but rather, they should add social media to their efforts. Part of the problem is the decision makers within these agencies who don’t understand social media, and therefore assume the public doesn’t use it. The other part of the problem is the IT departments who are worried that allowing people to access YouTube or Twitter will open a huge Pandora’s box of ills. (But will never switch to Firefox to combat this problem…)

So if an agency is on the fence about using social media or not, here are five ways they could use it for great benefit.

• Use a blog to promote different programs, news releases, announce grants, release official statements, post job openings, and solicit feedback from the public. A blog is the easiest way to communicate with the public, because it’s created specifically for that purpose. No more asking your IT department or web developer to add a new page on your website. Just click the New Post (or New Page button, if you’re lucky enough to have WordPress on your server), add in the appropriate text and photos, click Submit, and voila! you created a new post/page. No programming, no delays, no excuses of “I’ve been backed up with a bunch of requests from other departments.
• Create videos to educate the public about your different programs. Government agencies are notorious for starting programs, but often have no way to promote them. With a $200 Flip camera, or even someone’s point-and-shoot digital camera, you can create basic videos that can be uploaded to YouTube, Vimeo, and Viddler. You can even embed your videos in new blog posts.
• Use social media as part of your media relation efforts. Post videos of press conferences to YouTube and your blog. Post press releases to the blog, and then announce them on Twitter. Encourage citizen journalists and bloggers to use your content in their own blogs, which will help promote your media efforts.
• Maintain a network of professionals or citizens who are associated with your agency. If you’re in public health, maintain a Twitter account of public health professionals. Keep in contact with those professionals and follow what they’re doing. If you’re in agriculture, create a social network of farmers, animal producers, extension agents, and associated vendors. Let them provide support, answer questions, and create new opportunities with each other. If you’re in tourism, create a blog for potential visitors to learn about what your area has to offer.

What are some ways you think government agencies could use social media? How have you seen it done, or how has your agency used it? Leave a comment in the comments section and let us know what you think.

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