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GCN Home > 10/09/06 issue

e-Gobierno, en Español

As the Hispanic population grows, agencies create separate Web sites to help reach out

By Joab Jackson, GCN Staff

The Hispanic population in the United States is more than 43 million and is expected to keep growing. The mangers of the General Services Administration’s FirstGov en Español Web site are gearing up to ensure the government can reach out to them.

Like its English-language counterpart, FirstGov en Español offers a search capability and directory of government resources. But the site, which GSA devotes two full-time employees to maintaining, also offers original content tailored to the specific needs of the country’s growing Hispanic population.

Thus far, say those involved, the site has been a significant success, perhaps even more so than its English namesake. Launched in 2003, FirstGov en Español currently receives about 200,000 visits a month. This fall, the agency plans to relaunch the site, armed with a greater knowledge of its Hispanic users’ surfing habits. The site’s managers want to further customize the experience.

“You need to research who your audience is, what their needs are and what their challenges are,” said Leilani Martinez, GSA’s Web content manager overseeing FirstGov en Español.

GSA is not alone in its efforts. Other agencies have been progressive in addressing the country’s growing Hispanic citizenry as well. Some of this has come about in response to a 2000 White House Executive Order which mandated that agencies provide resources for individuals with limited English proficiency. Much as Section 508 ensures that individuals with physical disabilities have unhindered access to data, EO 13166 calls on agencies to provide that same level of access to those with limited English-language skills.

Beyond simply complying with policy, Hispanic-oriented sites can help agencies better reach their constituents, a fact sometimes lost on agencies. Over the course of our reporting, several officials voiced disapproval of the idea of spending money on Hispanic sites. (“If you come to this country, you should learn the language,” one said.) But experts say that’s shortsighted. Building such sites can actually be cost-effective, because they’re cheaper than fielding the growing number of phone and e-mail inquiries from Hispanic constituents.

More news on related topics: Communications / Networks, Business Process Management, Content / Record Management, E-Government, Management, IT Management, Web Strategies



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