Just being on the Internet is Old News

E-Gov is an idea that is very popular these days. Many government agencies are adopting electronic information technology to improve both their internal and external capabilities to communicate with stakeholders and customers. This is an area where the Internet offers huge improvements in responsiveness. Unfortunately, Internet outreach traditionally has not been a budget area that received strong support in most agencies. Today, almost every government agency has some Internet presence: some extensive; others minimal. However, if you really want to reach your stakeholders and customers, just putting information out is not enough to assure it is useful. The most effective outreach sites are those that have moved beyond first generation static designs and concepts to newer communications approaches that stress two-way communication and collection and analysis of customer-oriented performance metrics. This talk discusses a few basic concepts in customer/stakeholder interaction as practiced by the very successful NASA family of websites, Science@NASA. Started 7 years ago as a single website, focusing on the science output of the Space Science Lab at NASA's Marshall Space Flight Center, Science@NASA in 2002 consisted of 6 websites with 450,000 subscribers and garnered over 700 million hits (approx. 64 million visits) in 2002 plus 3 international awards in the past 3 years. Focused content, tying presentation techniques to advanced communications concepts, managing and soliciting subscribers lists, automatic collection of performance metrics, soliciting and responding to customer feedback, and subscriber surveys are among the topics to be discussed. The successful NASAKids Club and the interactivity offered to children will also be covered. The attempt to make the customer/stakeholder DO SOMETHING is critical to our success.