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FCW : June 30, 2015
June 30, 2015 FCW.COM 17 risks,” while the CAS definition cites risks “from all sources.” Both defini- tions inherently require a top-down, strategically driven approach to risk identification. However, such a comprehensive view of risk will not emerge simply from a bottom-up aggregation of risks identified within functional and pro- grammatic silos. The need to incorpo- rate risk management into the strategic planning process is an inherent part of any meaningful ERM program, and again, it requires a comprehensive view of major risks to the agency and its programs. Another shared aspect of those defi- nitions is that they position ERM not as an end unto itself but rather as an ele- ment of a broader objective. Risk man- agement is simply an element of effec- tive organizational management, and the AFERM definition reflects the tie of ERM to improved decision-making and the achievement of the organization’s mission, goals and objectives. The CAS definition indicates that ERM leads to increased short- and long-term value. Finally, the AFERM definition indi- cates that ERM enables a portfolio view of organizational risks. Just as a portfolio of personal financial invest- ments is intended to maximize the risk-adjusted return on investment for retirement planning, so, too, treating an organization’s array of products and Everyone wants in on social media, but good intentions aren’t enough to shield an agency from gaffes or clunky management of accounts. The Interior Department has no such problems with its Instagram account, which pumps out stunning photos of America’s public lands and has more than half-a -million followers. Instagram is a natural medium for showcasing what Interior does, said Rebec- ca Matulka, the department’s senior digital media strategist. “We manage such a large swath of our public land, but most people probably don’t know that.” Matulka’s secret weapon is a robust pipeline of photos to choose from: the social media accounts of national parks around the country, photos from Instagram users in which Interior is tagged and a Flickr account that Matulka set up, to name a few. The Instagram account, which had more than 1,800 posts as of press time, is meant to inspire American and foreign tourists to travel to the country’s natural wonders. Although Instagram lacks some of the analytics for measuring traffic that other platforms have, Matulka said she has noticed a recent uptick in comments in languages other than English — a sign that the department’s photos are going viral globally. Interior has also used the Instagram account to make its case for funding in tight fiscal times. “Every dollar invested in the National Park Service returns $10 to the U.S . economy” reads a caption below a photo of one of the Cathedral Lakes at Yosemite National Park. n The secret of Interior’s Instagram success Social media is easier said than done for federal agencies, but the Interior Department’s Instagram account is the very picture of success BY SEAN LYNGAAS 0630fcw_012-025.indd 17 6/10/15 9:39 AM
June 15, 2015
July 15, 2015