The document discusses how the US Postal Service (USPS) should implement social media. It analyzes the benefits social media can provide, such as growth and influence. However, it also notes challenges like controlling conversations and chasing trends. The document provides recommendations for the USPS to use social media platforms like blogs, Twitter, Facebook and video to build relationships and engage customers. It stresses the importance of monitoring social media and creating effective messages to overcome resistance to change within the USPS.

1. How the USPS Should Implement
Social Media
Amber Hutchins, Ph.D. Dara Quackenbush
Trinity University Texas State University
San Antonio, TX San Marcos, TX

2. Going
How the USPS Should Implement
Social Media
Amber Hutchins, Ph.D. Dara Quackenbush
Trinity University Texas State University
San Antonio, TX San Marcos, TX

3. Going SOCIAL
How the USPS Should Implement
Social Media
Amber Hutchins, Ph.D. Dara Quackenbush
Trinity University Texas State University
San Antonio, TX San Marcos, TX

4. Can the USPS Deliver?

6. What Can Social Media Deliver?

7. What Can Social Media Deliver?
Growth: Here to stay, increased use

8. What Can Social Media Deliver?
Growth: Here to stay, increased use
Influence: Trust & Credibility

9. What Can Social Media Deliver?
Growth: Here to stay, increased use
Influence: Trust & Credibility
Brand Recognition & Advocacy

10. “Cause it’s the Cool New Thing”

11. “Cause it’s the Cool New Thing”
“The real danger with social media is in marketers
expecting too much from it.”

12. “Cause it’s the Cool New Thing”
“The real danger with social media is in marketers
expecting too much from it.”
“Social media takes up more time than it
does money.”

13. “Cause it’s the Cool New Thing”
“The real danger with social media is in marketers
expecting too much from it.”
“Social media takes up more time than it
does money.”
“Cranky Postal Service Tells
Cool Social Networking Kids
to Get Off its Lawn”
-PostalNews.Com

14. “Cause it’s the Cool New Thing”
“The real danger with social media is in marketers
expecting too much from it.”
“Social media takes up more time than it
does money.”
“Cranky Postal Service Tells
Cool Social Networking Kids
to Get Off its Lawn”
-PostalNews.Com
31% Growth in four months

21. Messages: First Class
or Dead Letter Office?

22. Messages: First Class
or Dead Letter Office?
Customer Service: No One is Listening

23. Messages: First Class
or Dead Letter Office?
Customer Service: No One is Listening
Public Perception: In Denial

24. Messages: First Class
or Dead Letter Office?
Customer Service: No One is Listening
Public Perception: In Denial
Return to Sender: Behind the Times

25. Meanwhile...

30. “Encouraging meaningful
conversations about
FedEx Around the Globe”
-- FedEx Media Relations

33. “Cool New Thing?”

34. “Cool New Thing?”
Participation

35. “Cool New Thing?”
Participation
Interactivity

36. “Cool New Thing?”
Participation
Interactivity
“Engage, Educate,
Excite, Evangelize”
-Kodak

37. Considerations
“Neither Rain, Nor Snow, Nor
Sleet...”

39. Cost, Time and Personnel

40. Cost, Time and Personnel
Controlling Content and Conversation

41. Cost, Time and Personnel
Controlling Content and Conversation
Chasing Trends: Drinking the Kool-Aid

42. Cost, Time and Personnel
Controlling Content and Conversation
Chasing Trends: Drinking the Kool-Aid
Communication and ROI

43. Cost, Time and Personnel
Controlling Content and Conversation
Chasing Trends: Drinking the Kool-Aid
Communication and ROI
Proactive vs Reactive

44. Overcoming Resistance

45. Employee Engagement
and Social Media Policies

46. Government Public
Affairs

47. Recommendations
“Deliver the Letter,
The Sooner the Better”

48. Monitoring

49. Monitoring
Correct Inaccuracies

50. Monitoring
Correct Inaccuracies
Understand Audience

51. Monitoring
Correct Inaccuracies
Understand Audience
Create Effective Messages

52. Blogs

53. Blogs
Thought Leadership

54. Blogs
Thought Leadership
Telling Stories

55. Blogs
Thought Leadership
Telling Stories
Boost Employee Morale

56. Blogs
Thought Leadership
Telling Stories
Boost Employee Morale
Build Support for Initiatives

57. Twitter

58. Twitter
Humanize the Organization

59. Twitter
Humanize the Organization
Build Relationships

60. Twitter
Humanize the Organization
Build Relationships
Two-Way Communication

61. Facebook

62. Facebook
Support Fan Communities & Brand
Loyalty

63. Facebook
Support Fan Communities & Brand
Loyalty
Hub of Social Media Activity

64. Facebook
Support Fan Communities & Brand
Loyalty
Hub of Social Media Activity
Interactivity

65. Video

66. Video
Authenticity

67. Video
Authenticity
Transparency

68. Video
Authenticity
Transparency
Participation and Engagement

69. Geolocation & QR

70. Geolocation & QR
Innovate

71. Geolocation & QR
Innovate
Ready to Face Future Challenges

72. Geolocation & QR
Innovate
Ready to Face Future Challenges
Engage Youth

73. Put a Stamp on it &
Mail it?

74. Thank You
Amber Hutchins, Ph.D. Dara Quackenbush
amber.hutchins@trinity.edu dara@daraquackenbush.com
@amberhutchins @dquack