HOW  TO:  Make  State  Department’s  Embassy  and  Fulbright  Websites  

Social  by  Design  

Eric  Schwartzman  Feb.  22,  2012  

www.ericschwartzman.com    

Argument  for  Socializing  Embassy  Websites  

hIp://oig.state.gov/documents/organizaLon/157926.pdf      

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.  

Socialize  the  Contact  Us  Page  

Contact Us on Twitter:

Contact Us on Facebook :

Socialize  the  Embassy  Website  

Socialize  the  Ambassador’s  Page  

Who  do  people  trust  most?  

hIp://trust.edelman.com/trust-­‐download/global-­‐results/    

Fulbrighters  are    Academics  and  Experts  

2012  American  Fulbright  Grantees  

Socialize  their  Index  Pages  

Fulbrighters  are  “A  person  like  yourself”  

Socialize  their  Index  Page  

Thank  You  (310)  455-­‐4000          Phone  

eric[at]ericschwartzman[dot]com  Email  

ericschwartzman.com      Website  

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@ericschwartzman        TwiIer  

facebook.com/ericschwartzman    Facebook  

linkedin.com/in/schwartzman      Linkedin    

youtube.com/spinfluencer      YouTube    

slideshare.net/ericschwartzman      slideshare  

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