It’s the 21st century, and government agencies should start acting like it.
Compiled by GovDelivery, a new study of digital best practices aims to increase public sector entities’ communications skills, mainly through email and social media.
These best practices cover everything from placement of email subscription boxes to offline outreach to citizens.
“Media outlets and traditional outreach channels, such as advertising and direct mail, have been replaced by a growing mix of digital channels that allow for more targeted messaging with measurable results,” the study said.
For optimizing Web property, the study suggested a popup to increase email subscriptions. Government organizations see a 250 to 500 percent growth when adding the box, according to the report.
Agencies are also encouraged to increase their subscription visibility by adding opportunities to sign up on the side of the page and at the footer. Intergovernmental collaboration is also a way to drive up readership. When readers sign up for one email list and are prompted with a similar one, the number of subscribers goes up.
Of course, agencies shouldn’t forget people who are already subscribing. The report says to send updates and remind users of important events.
Finally, there are social media tools. Keeping a permanent sign-up link on Facebook pages is a must, along with regular tweets to remind users to sign up for the list.