If you live in NYC and are anywhere on social media, you’ll likely have seen Zohran's videos. Oftentimes, his videos announce a new project or initiative or event. If the announcement is something that you can actively participate in, the videos also always end with a short, top-level link: nyc.gov/{initiative}.

I love that. I think it: Makes government easy to engage with. It’s a human-readable URL that I can easily follow through on.

It also funnels social media distribution into one place, owned and operated by NYC. Sets up a pattern of interaction. nyc.gov is where I can expect to interact with city government online. Follows up announcements with actual experiences.