https://medium.com/backchannel/the-man-who-made-obama-viral-1c06bc3c8760

On the need for authenticity in social media for gov folks:

It has to be an engagement strategy of actually, like, going back and forth with people, responding to people who disagree with you, or thanking people who say nice things or favorite their tweets. That’s not a natural thing for folks in government because it’s not really what people are trained to do. There’s risk involved and your goal as someone who works in the White House or anywhere in government is to keep yourself off the front page of the newspaper and not get unwanted attention.