Just weeks after scoring the title of POTUS (President of the United States, for those who didn’t take poli sci in college), he started airing weekly fireside chats on YouTube, addressing viewers like they were friends in his living room. Then—cherry on the cake—his administration launched Change.gov, a site that lets ordinary citizens tap into the pulse of government.
Following the inauguration, Change.gov began redirecting to WhiteHouse.gov, but quick perusal will prove this ain’t your ordinary government website. It’s updated regularly to keep people abreast of the Administration’s agenda, a separate blog is updated at least once a day, and every week you can watch Obama’s weekly address, filmed in an intimate setting—and hosted by YouTube.
Far from leaning too heavily on its social media roots, WhiteHouse.gov also aspires to demystify the gov. White House 101 is splattered with fun historical trivia, like “First Pets” and presidential bios. And the Contact page makes calling the Administration arguably easier than ringing your local ISP.
Want proof the Obama approach works? Look no further. The President used Change.gov to keep the nation apprised of his transition to President. When last asked, over 80% of citizens polled felt the transition was managed transparently and well: just one indication that keeping a dialogue open with your customers—in this case, the American people—reaps rewards aplenty.
Don’t be afraid to engage your constituency—er, customers—in a two-way conversation. Even the biggest critics can be won over when they realize someone’s listening.
source: marketingprofs enewsletter