Using the Office of Inspections Review of the Use of Social Media by the Department of State as a guide, this presentation lays out the business case for making the agency's websites social by design.

1. HOW
TO:
Make
State
Department’s
Embassy
and
Fulbright
Websites
Social
by
Design
Eric
Schwartzman
Feb.
22,
2012
www.ericschwartzman.com

2. Argument
for
Socializing
Embassy
Websites
State’s
Recommenda.on:
Public
Diplomacy
and
Public
Affairs
should
issue
guidance
direcLng
embassies
to
require
all
the
mission’s
official
social
media
sites
to
link
to
one
another
and
to
the
embassy’s
Web
site.
My
Cri.cism:
We’ve
transiLoned
from
a
web
of
links
to
a
web
of
likes.
Links
are
no
longer
enough.
Socializing
your
web
presence
requires
the
installaLon
of
embed
codes
to
empower
tools
such
as
“Like”
buIons
on
your
own
website.
UnLl
the
Department
makes
use
of
embeds
so
their
content
can
go
viral,
“successful
sites
with
original
content
and
strong
interacLon
with
their
audience”
will
conLnue
to
absorb
an
inordinate
amount
of
staff
Lme.
State’s
Recommenda.on:
As
social
media
sites
proliferate
within
embassies,
a
central
repository
of
knowledge
is
needed,
which
logically
should
be
the
public
affairs
secLon.
My
Recommenda.on:
By
making
use
of
embed
codes
to
display
the
acLvity
in
different
social
networks
collecLvely,
State
has
the
opportunity
to
automate
the
informaLon
aggregaLon
process,
but
the
agency
would
need
to
relax
it’s
restricLons
on
the
use
of
embed
codes
on
it’s
CMS,
much
as
the
Dept.
of
Defense
has
done
already
at
hIp://www.dodlive.mil/,
which
makes
use
of
Facebook
“Like”
buIons,
YouTube
embeds,
and
much
more
to
to
make
their
web
presence
social
by
design.
hIp://oig.state.gov/documents/organizaLon/157926.pdf

3. Socialize
the
Contact
Us
Page
Contact Us on Facebook :
Contact Us on Twitter:

4. Socialize
the
Embassy
Website

5. Socialize
the
Ambassador’s
Page

6. Who
do
people
trust
most?
hIp://trust.edelman.com/trust-­‐download/global-­‐results/

7. Fulbrighters
are
Academics
and
Experts
2012
American
Fulbright
Grantees

8. Socialize
their
Index
Pages

9. Fulbrighters
are
“A
person
like
yourself”

10. Socialize
their
Index
Page

11. Thank
You
(310)
455-­‐4000
Phone
eric[at]ericschwartzman[dot]com
Email
ericschwartzman.com
Website
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Podcast
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TwiIer
facebook.com/ericschwartzman
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linkedin.com/in/schwartzman
Linkedin
youtube.com/spinfluencer
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