Evaluating the Effectiveness of Government Digital Communications: Best Practices from Canadian, UK, and

US Government Communicators

Miguel Gomez

FEDERAL RESOURCES

NEW MEDIA

HIV BASICS

1

2

3

THREE DOMAINS

?

RESPONSIVE DESIGN

TESTING & SERVICES LOCATOR

+175% increase in use in 2013

NEW MEDIA CHANNELS

OUR APPROACH

ANY PLACE. ANY WHERE. ANY TIME.

http://www.whitehouse.gov/sites/default/files/omb/egov/digital-government/digital-government.html

CRAWL, WALK, RUN FOR SOCIAL MEDIA

NOT -- NEW MEDIA OUTPUTS

1,275 New Media Blogs

As of December 2013

WEEKLY EVALUATION SNS Followers Gainfrompreviousweek

Twitter 256032 845(+1203-358)

Facebook 28192 125

YouTubeViews 152350 151351

Foursquare 4861 6

Pinterest 929 12

Instagram 212 40

Date Tweet Blog RTsFavorites

FBLikes

FBShares

FBComments

LinkClicks

GovDeliveryclicks

YTviews

04/24/14 Gettingan#HIVtestismusictoourears.Checkout

ourLocatortofindanearbytest:

http://t.co/eNTLS0rivV#LatinMusicAwards

8 4 275

04/25/14 Fightingasilentepidemic:Viral#hepatitisinthe

AfricanAmericancommunity.Learnmore:

http://t.co/IrqvbGeBjF

Fightinga

Silent

Epidemic:Viral

Hepatitisinthe

African

American

Community

5 2 21 6 0 6 149

04/25/14 In2011therewere67#HIV-specificcriminallaws.

@CDCgov&DOJreviewthelaws&their

publichealthimplications:http://t.co/xp0DFtcLXO

ARe-

examinationof

HIV-Specific

CriminalLaws

8 2 39 29 1 32 291

04/25/14 Incaseyoumissedit!WhatDogulasBrooksislooking

forwardtoastheDirectoroftheOfficeofNat'l#AIDS

Policy:http://t.co/0BaSbNsYC1

7 1 8

“New media widens the network of people we can talk with, increases the velocity of those conventions, interjects them with source material, then archives and makes it searchable.” – Beth Kanter (Instagram, April 2014)

NEW MEDIA TRAINING

• Insert slide 4 photo mobile

6

I’m bored

I’m local

I’m social

I’m microtasking

From Tapworthy by Josh Clark

Wednesday, May 25, 2011

Obligation to