As I participated in the Government 2.0 events this past week, I couldn’t help but think about one word–behavior. Over and over again, I observed that often we weren’t talking about a tool, a Web site, some new blog, or a newer IT database. We were talking about influencing and changing behavior.

Almost every topic and issue discussed had behavior in common. Whether working to increase understanding across ethnicity, wanting people to be aware and address the peanut recall situation, take better care of the environment, to adopt new work processes, or to empower local citizens to help fix up their community–behavior plays a key role. Whether it’s the behavior of the American public or the behavior of those within an organization, work is being done not to be cool, not to be different, but to influence and change behavior.

The idea of Government 2.0 and government as a platform is not about tools and technology. It’s about cultivating an environment and culture that enables citizens to influence and direct its government and each other.

Now the big question: Why? Why does government as a platform matter? Why are so many smart, talented, and skilled people devoting time, energy and resources to “Government 2.0?” The Answer: Government 2.0 is a metaphor. It’s a field jazzed about influencing behavior for the better (whether they realize it or not–many of them are social marketeers). It’s a group of people who say no to the status quo, and instead says, “We can do more. We can do better.”

Herein comes the next big question: How? This is a longer answer, but I know a good place to turn to-studying and knowing about behavior. The great thing–this is nothing new. Sure, technology is new, cultures evolve, but we as humans have been and will continue to be fascinated with behavior. So if behavior plays such a huge role in the programs we authorize, products we produce and services we fulfill–here is my recommendation–more social marketing:

What do you think? Many of us participants finish this week motivated to take our lessons learned and move the needle on some of the biggest issues facing our country. What are your recommendations to implement and help realize “Government 2.0?”

flickr credit: Leo Reynolds