Navigating theSocial Network
Air Force Public Aairs Agency
AFPAA/PA2261 Hughes Ave, Ste 157Lackland AFB, X 78236-9853(210) 395-1794apaa.hq.socialmedia@us.a.milhttp://www.acebook.com/USairorcehttp://www.youtube.com/aluetubehttp://www.ickr.com/usairorcehttp://www. twitter.com/usairorcehttp://www.airorcelive.dodlive.mil
AIR FORCE PUBLIC AFFAIRS AGENCY SOCIAL MEDIA DIVISION
The Air Force Guide to Effective Social Media Use
March 2012
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TABLE OFCONTENTS
S O CI AL ME DI A
i
IntroductionSocial Media or Airmen and Teir FamiliesSocial Media or LeadersSocial Media ConsiderationsSecurity Common Social Media PlatormsSocial Media and Your Public Aairs ProgramSocial Media and the Air Force Public Aairs Agency Air Force SymbolPolicy Frequently Asked QuestionsGlossary Acronyms
Produced by the Air Force Public Aairs Agency
AFPAA/PA2261 Hughes Ave, Ste 157Lackland AFB, X 78236-9853(210) 395-1794apaa.hq.socialmedia@us.a.milanya Schusler, Chie o Social Mediaech. Sgt. Karen omasik, Noncommissioned Ocerin Charge o Social MediaAirman 1st Class Krystal omlin, Social MediaJournalistAirman 1st Class Christopher Gere, Social MediaBroadcast JournalistDesigned by Billy Smallwood, Visual Inormation Specialist
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Introduction
With the emergence o social media, inormation sharing continues to be dynamic andevolving. Social media is a global cultural phenomenon, and or many Americans it hasbecome such a part o their daily activities they can’t imagine living without Facebook orwitter. According to comScore, a digital measurement company, one out o every sixminutes spent online is on a social network, and 73 percent o the U.S. Internet population visits Facebook each month. Social media is not only a great avenue or staying connectedwith amily and riends; it is also a great tool or sharing the overall Air Force story andthe stories o our Airmen.Te Air Force Public Aairs Agency created this guide to help all Airmen saely andwisely use social media. Tis guide provides simple, easy-to-ollow tips to help you usesocial media tools in your proessional and personal lie. Tis guide is or inormationalpurposes only and does not replace ocial Air Force instructions.I you would like more inormation about using social media tools, contact the SocialMedia Division at the Air Force Public Aairs Agency (AFPAA) at apaa.hq.socialmedia@us.a.mil or by calling (210) 395-1794; DSN 969-1794.
TePower of Social Media
In August 2011, the U.S. Air Forces Central Command band, “Sidewinder,”perormed Adele’s song “Rolling in the Deep” or a group o deployed Air-men. An Airman captured the acoustic set on his mobile phone and weetedthe video. Within hours, the video went viral.Lead singer Sta Sgt. Angie Johnson and the band received thousands o positive comments. Many news organizations covered the story and eaturedthe band on their television shows. Practically overnight, many people dis-covered two things: the Air Force has bands, and they are good.. ......................................................................................................................................................................................................... .................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................
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Increasing the Reachof Your Story
In May 2011, a Las Vegas news station covered the U.S. Air ForceWeapons School at Nellis Air Force Base. Te news station, re-porter and Nellis AFB all cross-promoted various products (stories,blog posts and video) using their social media properties. Tiscross-promotion increased the potential viewership o the weaponsschool inormation.
Social Media
for Airmen and Teir Families
Airmen
In general, the Air Force views personal social media sites positively and respects yourrights as Americans to use them to express yoursel. However, by the nature o yourproession, you are always on the record and must represent our core values. When youengage via social media, don’t do anything that will discredit yoursel or the Air Force.Use your best judgment because your writing can have serious consequences. Rememberthat you are always on duty and your social media interactions are subject to the UniormCode o Military Justice. Also, don’t orget your operations security (OPSEC) consider-ations.Consider how a post can be interpreted by the public. Be cautious about crossing the linebetween unny and distasteul. I you have doubts about whether you should post some-thing, err on the side o caution. I the post in question concerns the Air Force, discussthe proposed post with your supervisor or your local PA oce. Ultimately, you alone areresponsible or what you post.
Airmen and Families
Don’t give criminals a chance to get your inormation. Be careul o the personal details,photos and videos you post to your prole on social networks. It’s highly recommendedthat you set privacy settings so that only “riends” can see specics. Even afer establishingprivacy settings, don’t assume your inormation will remain private; there’s no guarantee.Always use common sense: For example, don’t inorm potential criminals you’re going outo town!It’s a good idea to always operate under the assumption that anything you post onlinemight be stolen by criminals or adversaries. Social content shared by Airmen and amiliesis a major target or those looking to impersonate them to gain access to sensitive inor-mation, blackmail or intimidate. While there is a denite benet to using social mediato help with support networks, be wary o posting detailed inormation about supportgroups. Posting unclassied sensitive inormation could be just as dangerous as postingclassied inormation.You may also want to keep in mind uture career opportunities. Potential employerssearch social media sites. Your inappropriate photos or comments could cost you a job.Consider occasionally perorming Internet searches on yoursel and your amily membersto see what inormation is publicly available. Tere are databases that continually archivesocial networking websites and public records. Even i a prole was deleted, it’s very possible it will still be stored in a database online. Tese databases ofen include an optionto delete personal inormation i you send an email request.Corporate policies are taken seriously on social media sites, so read through a site’s termso service beore clicking “accept” to start an account. Inappropriate posting and copy-right inringement are two o the most serious inractions. Keep in mind, these policiesare not written to restrict postings; rather, they are written to protect and help keep youout o trouble.Airmen and their amilies need to practice operations security (OPSEC) in all socialmedia activities. See the Security section in this guide or more inormation.
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