The Postal Service’s Use of Social Media
BACKGROUND:
Social media is an online communications tool that integrates technology, social interaction, and content creation. It is an increasingly popular business tool for communicating information to diverse stakeholders and a vehicle for receiving and addressing customer suggestions and complaints. Through social media sites (blogs, forums, podcasts, wikis, and videos) organizations can create, organize, edit, comment, combine, and share content.
The U.S. Postal Service’s social media presence includes 18 social media sites, including Facebook, Twitter, and LinkedIn. The Postal Service uses these platforms to enhance communication and customer service. For example, it provides forums to solicit customer feedback and announce the issuance of new stamps.
Our objective was to evaluate the Postal Service’s social media use and identify opportunities to improve this critical communication tool.
WHAT THE OIG FOUND:
Opportunities exist for the Postal Service to enhance its use of social media. Specifically, the Postal Service could enhance customer engagement via blogs or additional social media sites to better communicate with, and obtain input from, specific stakeholder groups. The Postal Service would also benefit from having subject matter experts assist in responding to stakeholder comments.
The Postal Service could enhance the functionality of its social media sites by more effectively linking sites for easier navigation and cross-referencing to maximize their visibility to stakeholders. Finally, the Postal Service could identify systemic issues through stakeholder concerns and further improve customer service by summarizing and analyzing customer comments and complaints posted via all of its social media sites.
WHAT THE OIG RECOMMENDED:
We recommended the Postal Service enhance customer engagement via specific blogs or additional social media sites. We also recommended that subject matter experts contribute and respond to postings related to their areas of expertise and that the Postal Service link its social media sites for easier navigation and cross-referencing to maximize their visibility to stakeholders. Finally, we recommended that the Postal Service share analytical reports and data with other social media dedicated groups and evaluate how social media can be used effectively within a comprehensive customer care program.