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?