Blog Like the Big Brands: The U.S. Department of State

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We all know that Uncle Sam is a snappy dresser (who else can pull off the tricky combo of wearing stars, stripes and a wiry goatee?). But did you know that the old fella is also quite a prolific blogging-for-business expert? While not really a brand, the U.S. government certainly has a ton of uses for blogging; nearly every branch of the federal government is trying its hand at blog marketing. And no branch is busier than The U.S. Department of State.

“The mission of the U.S. Department of State is to create a more secure, democratic and prosperous world for the benefit of the American people and the international community,” says DipNote, the Department’s official blog.

So Blog Like the Big Brands wanted to see how the State Department used blogging to get that message across.

DipNote, while covering some delicate and downright dangerous issues, is an interesting and fun blog to read. In keeping with President Obama’s open door policy on government information, DipNote gives readers the most personal and informative look inside the Department of State ever. Sure, there isn’t any insider information or government gossip, but we wouldn’t want there to be. We’re talking about the safety of the free world, people — not the set of Grey’s Anatomy. Instead, DipNote shows our busy Secretary of State Hillary Clinton in action around the globe. Whether she’s in Australia participating in a memorial service or giving a speech in Singapore, DipNote captures Clinton hard at work. The blog also features posts by other Department of State employees which outline the department’s various initiatives in every corner of the globe. These first-person posts make the department more human and their efforts more tangible.

Engaging first-person narration is something every blog from any sized company can do. Talking about your business in a blog post is like the world’s best press interview. No, it’s even better since there’s no boring reporter to get in your way. Your blog can serve as an inside look into your industry. Stories from a day at the office, your thoughts on new products, your personal philosophy on customer service and tips picked during your years of experience all make for dynamic blog posts. And narration helps introduce readers to your company’s most valuable asset — you!

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