Anyone who would argue that social media is not a critical communications tool for businesses and organizations probably still listens to 8-track tapes and uses an abacus. Social media – when done right – can increase transparency, facilitate collaboration, promote brand awareness, build community, and help an organization solve problems. A recent audit report from the Office of Inspector General recognizes the U.S. Postal Service’s early efforts in social media, but also cites opportunities for the organization to strengthen its social media presence.

Social media is generally recognized as online tools that integrate technology, social interaction, and content creation. Social media pioneers, such as American Express and Nike, found the best way to reach customers was to engage them directly and have a “conversation” with them. A number of federal agencies have found success with social media in promoting their missions or particular programs, or alerting citizens to important events and activities. Early adopters such as National Aeronautics and Space Administration, with its spectacular space imagery, and the Transportation Security Administration, with a clever use of Instagram, have large and loyal followings.

The Postal Service entered the social media scene in 2009 with the launch of a popular Stamps Facebook page. From there it broadened its social media presence with Business and Human Resources recruitment pages on Facebook and LinkedIn efforts, our report noted. The Postal Service finally ventured into Twitter, YouTube, and smaller social media sites, including its philatelic Stamp of Approval blog, in 2011. Today, it has a web presence on 18 social media web pages, but it is still developing a centralized blog about wider Postal Service policy, mission, or products.

The Postal Service could use social media to better communicate with stakeholders, our report determined. In particular, the Postal Service could solicit input from stakeholders, or tailor a conversation with specific industry groups using targeted creative blogs or other social media sites. The Postal Service could also link its various social media sites for easy customer navigation. Our report recommended the Postal Service consider designating a social media liaison in each of its product and services group to provide more dynamic response to customer feedback.

For an organization grounded in hard copy communications, the Postal Service is highly supportive of social media. It has a plan in place to ramp up its social media presence and engagement, and strengthen its sharing of feedback and analyses. Do you see areas the Postal Service could explore? As a postal stakeholder, are you inclined to use social media to learn about Postal Service products and services? How does your company use social media to engage customers?

Comments (2)

  • anon

    The postal service in the U.S.A. should be revamped! The delivery of mail is a joke. For example, recently, I sent a letter certified to an address I mail to every October, but this time the person did not receive the certified letter. However, he informed me he had close his P.O. Box and all mail directed to go to his street address. Well, I talked to him in person and he confirmed the certified letter never was received/delivered! The certified letter consisted of two money orders. I have called Western Union and they said they will charge me $15 dollars each to process the money orders. This is one big joke from the USPS and Western Union! I should not have to pay for something that was not my fault! I paid extra for a certified letter to ensure delivery, but I am required to pay more to get my money back! This is a nightmare to say the least.

    Dec 15, 2015
  • anon

    The Postal Service used its DMM Advisory email blasts to great effect over the years and its RIBBS bulletin board has always provided a good source of technical information. It would be nice to see the USPS tailor some blogs in this fashion, perhaps a technical blog that the MTAC crowd could follow and then a more general blog explaining things to the household customer. For instance, I think a blog series explaining what worksharing is and why it is helpful and useful and benefits all postal customers would be enormously helpful for the average customer. They sometimes just hear one side of this debate and it is easy to be confused. LIkewise, a general blog that explains how mail is actually a green choice, and that digital communications leave a giant carbon footprint would counter some of the anti-mail rhetoric.

    Sep 09, 2013

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