Transforming Online Government: Federal Web Managers CouncilTransforming Online Government: Federal Web Managers CouncilTOG_d6098d42-389e-4a6f-b87c-6ed02255fdbaPresident-elect Obama should be able to promise the American people that when they need government information and services online, they will be able to:• Easily find relevant, accurate, and up-to-date information;• Understand information the first time they read it;• Complete common tasks efficiently;• Get the same answer whether they use the web, phone, email, live chat, read a brochure, or visit in-person;• Provide feedback and ideas and hear what the government will do with them;• Access critical information if they have a disability or aren’t proficient in English._83233b97-9122-4d2d-a05d-484ced92140fThis White Paper recommends specific strategies for revolutionizing how the U.S. Government delivers online services to the American people._ae30b0d6-fee6-417e-b66a-2c8ca0cb81caWeb CommunicationsEstablish Web Communications as a core government business function_94bae055-bb4a-42d1-90f7-5fced8b3d8561One of the biggest problems we face in improving government websites is that many agencies still view their website as an IT project rather than as a core business function. Many government websites lack a dedicated budget. Only a minority of agencies have developed strong web policies and management controls. Some have hundreds of “legacy” websites with outdated or irrelevant content. With limited resources, many find it difficult to solicit regular customer input and take quick action to improve their sites. While there are many effective government websites, most web teams are struggling to manage the amount of online content the government produces every day.Virtual Office FundingAgencies should be required to fund their “virtual” office space as part of their critical infrastructure, in the same way they fund their “bricks and mortar” office space._c1e9b589-6c01-4718-8c93-d3b5b29a554b1.1Editors-in-ChiefAgencies should be required to appoint an editor-in-chief for every website they maintain, as do the top commercial websites._679b10ff-9c0a-41e5-8450-2ffbc702b1191.2This person should be given appropriate funding and authority to develop and enforce web policies and publishing standards, including ensuring that prime real estate on government websites is dedicated to helping people find the information they need.Job Descriptions and Training RequirementsOPM should develop standard job descriptions and core training requirements so agencies can hire and retain highly qualified experts in web content and new media—not just IT specialists._61bb675c-3903-465c-b9eb-15a9582dec8b1.3Government TasksHelp the public complete common government tasks efficiently_186a6f63-fbdb-4a02-839a-7271f0acd5132The U.S. economy loses millions of hours of “citizen productivity” every year when people can’t efficiently accomplish basic government tasks online, such as filling out a form, applying for a loan, or checking eligibility for a government program. This adds to people’s dissatisfaction with their government.Online Customer TasksAgencies should be required and funded to identify their core online customer tasks, and to develop service standards and performance benchmarks for completing those tasks._6d7551c1-34f8-442b-97af-fa03016525732.1If the core customer tasks are not yet online, agencies should determine whether or not those tasks can be made available online, and if so, develop a plan for making them available online within one year.Social MediaThe Government should use social media, not just to create transparency, but also to help people accomplish their core tasks._85bc1244-ae7b-4bf3-adbd-b5053063453f2.2For example, agencies could post instructional videos on YouTube to explain how to apply for a small business loan or learn about Medicare benefits. To do this, the government must ensure that federal employees who need access to social media tools have them, and that these new ways of delivering content are available to all, including people with disabilities.Accessible Format GuidelinesThe new Administration should develop government-wide guidelines for disseminating content in universally accessible formats (data formats, news feeds, mobile, video, podcasts, etc.), and on non-government sites such as YouTube, Wikipedia, and SecondLife._8dc7567c-3879-4c98-9b7a-6aa61ff746cf2.3To remain relevant, government needs to take our content to where people already are on the Web, rather than just expecting people will come to government websites. Having guidelines will ensure that we’re part of the larger “online information ecosystem,” without compromising the integrity of government information.ClutterClean up the clutter so people can find what they need online_96580a12-b9da-4eb3-84ed-eafc1ebe141d3President-elect Obama will inherit thousands of U.S. government websites. We have too much content to categorize, search, and manage effectively, and there is no comprehensive system for removing or archiving old or underused content. Some agencies have posted competing websites on similar topics, creating duplication of effort and causing confusion for the public. Much government web content is written in “governmentese” instead of plain language.Website StandardsThe Government should set stricter standards for approving new, or renewing existing, government websites._d0a039b0-3004-4af7-ada4-d8b7aad64e923.1All federally owned, managed, and/or directly funded websites must be hosted on .gov, .mil or fed.us domains. Where agency missions are related, a lead agency should be appointed to coordinate the online “information lane,” and all other agencies should defer to the lead agency for posting comprehensive government information on that topic. This will reduce duplication, save money, and help consumers find accurate information.Content ReviewsAgencies should be required and funded to conduct regular content reviews, to ensure their online content is accurate, relevant, mission-related, and written in plain language. _f73a5cf3-c463-4326-9f63-6da6a8227ca93.2They should have a process for archiving content that is no longer in frequent use and no longer required on the website.Web Search PracticesAgencies should be funded and required to follow the latest best practices in web search._520dfe9b-aa4f-4eb3-9bd5-3ab93f0c26683.3This will improve the quality and findability of online government information, and help agencies deliver the services most requested by their customers.Public Dialogue and Customer ServiceEngage the public in a dialogue to improve our customer service_5f67f933-4f2b-4ba4-8e9c-f07073775d6a4Agencies often don’t have resources to effectively manage customer input. For those that do, they must go through a clearance process before they can survey the public (requirements of the Paperwork Reduction Act, which was enacted before many agencies even had websites). Many web pages are developed without regular feedback or testing with customers. When people do provide feedback or ideas, they often never hear what the government will do with their suggestions.Public Opinion and PreferencesAgencies should be required and funded to regularly solicit public opinion and analyze customers’ online preferences – just as Amazon, eBay, and other top commercial websites do._478238a1-e5d2-49da-970e-8f994f85ef7a4.1This can be done on an “opt-in” basis and without tracking personally identifiable information by using blogs, online surveys, a “Citizens Insight Panel” (such as that used by the Canadian government), or similar tools. Agencies should be required and funded to do user testing before undertaking major improvements to any current website, or launching a new website.Customer Comments and FeedbackAgencies should use their website to publish a summary of common customer comments and explain the actions they are taking in response to the feedback. _f6310e3e-511d-4493-9e1a-6ccbd9a189c14.2Doing so will create better transparency and accountability.Consistent AnswersEnsure the public gets the same answer whether they use the web, phone, email, print, or visit in-person_fc0cbd57-8b41-4575-a47f-07a49751609d5Agencies communicate with citizens via many different “delivery channels,” including web, email, publications, live chats, blogs, podcasts, videos, wikis, virtual online worlds, and more. But it’s difficult to ensure timeliness and consistency when various delivery channels are managed by different divisions within an agency.Multiple ChannelsAgencies should provide multiple ways for people to contact them and ensure that information is consistent across all channels._be683d67-d8f8-4b42-892f-8a8002dccf585.1They should be funded to coordinate all types of content targeted to the general public (web, publications, call center, email, common questions, web chat, etc). Agencies should be rewarded for delivering consistent information, both within agencies and across government.Underserved PopulationsEnsure underserved populations can access critical information online_7d75a758-7430-4374-aaac-e830b6a9d5d26Agencies are required to provide online information that’s readily accessible by people with disabilities, as well as to people with limited English proficiency. However, few agencies have the funding, training or resources to meet these obligations.Multilingual WebsitesThe government should establish standards and guidelines for multilingual websites, and agencies should be funded and staffed with qualified bilingual web content professionals who can create and maintain them. _7664fd76-7bbc-4e9b-9062-54d6f2d38e8a6.1This will help newcomers learn about the rights and responsibilities of living in the U.S.AccessibilityAgencies should receive adequate resources to make their websites fully accessible to people with disabilities and meet requirements of the Rehabilitation Act. _7ee801b8-ff84-41d7-aa58-885f36d495996.2The new Administration should invest in government-wide solutions, such as captioning software to make videos and webcasts accessible to people with disabilities.2008-11-012010-02-08http://www.usa.gov/webcontent/documents/Federal_Web_Managers_WhitePaper.pdfArthurColman (www.drybridge.com)colman@drybridge.com