3 Things Your Business Can Learn from WhiteHouse.gov

By Laurel | Posted January 22, 2009 | 2 Comment(s) | Filed in: Social Media

Barack Obama took office on Tuesday as our 44th president of the United States.  He ran, and won, based on his promise of bringing change to Washington (and to America).  Marketers may argue that another key to Obama’s success was his savvy use of social technologies, leveraging an ability to reach, stay in touch with, and inspire his followers through email, text messaging, Twitter, blogs, social networks and other Web 2.0 tools and tactics.

What we weren’t so sure about was whether or not this new breed of politics could stick around once Obama actually moved in to the White House and was sworn in as our commander-in-chief.  I mean, the man is fighting just to be able to keep his BlackBerry.  But two days into this new role, and there are signs that change indeed has come, and social media is going to be a big part of it:

• Director of new media for the White House
  Obama has hired a director of new media for the White House, Macon Phillips.  Phillips will be a contributing author to the White House blog, and managing all of the president’s new media efforts, which will be centered around communication transparency and participation.

• Communication
  In addition to the blog, WhiteHouse.gov also houses a briefing room that will include photos, video and timely information about executive orders, appointments and other important goings-on in the Capitol.
• Transparency
  The president will make information that affects Americans easily accessible to Americans, by publishing details on executive orders, proclamations and policy priorities.

• Participation
  When running for president, Obama really “rallied the troops” and got people who believed in his message involved in his campaign.  Apparently, he’s welcoming comments and trying to keep those people involved.  All non-emergency legislation will be available online for public review and comment, and there’s a contact form on WhiteHouse.gov for people to send the president their comments, questions or concerns (in 500 characters or less).

What your business can learn from WhiteHouse.gov

1. The new rules are not a fad.
   Social media is changing the game.  I’d argue that if Washington is embracing it, it isn’t going away anytime soon. 
2. No more excuses.
   If anyone knows of an organization with more red tape than our federal government, I’d love to know what it is.  The White House has a blog.  Why doesn’t your company?  (If the president can find a way to maintain a blog, trust me, so can you.)
3. Spin is dead. 
   I’ve said this before, but it bears repeating.  The PR industry has built a reputation (and let’s be fair… not a very favorable one) of being “spin doctors,” manipulating situations and tweaking language to make things sound better than they are.  I have news for you: spin cannot exist in a world where all the information you need is at your fingertips, and anyone with an Internet connection can write the news.  Obama knows this, and preaching transparency and truthiness won him the position as leader of the free world.  Maybe your organization should try it.

Communication, transparency and participation are the keys to social media, and embracing these core concepts can make the difference between your business sinking and swimming in the online world.

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