Professional Documents
Culture Documents
Overview
• The changed audience
• How we approach the problem
• How we engage
• How to operate in the new
environment
Unclassified
problem
Army FM 5-0!!!
– Army problem solving
How we approach the
Unclassified
problem
• Step 1: Identify the problem
– Media has changed
– DoD Principles of Information urges us
forward
– We need to reevaluate our practices
How we approach the
Unclassified
problem
• Step 2: Gather information
– DoD Principles of Information states we
need to “constantly review media
products”
– Investigate all social media tools
– Stay as current as possible
How we approach the
Unclassified
problem
• Step 3: Develop criteria
– What is your org goal?
– What is your command intent?
– How does it fit in with your org?
• Cost? Free?
• Tech staff?
• Policies?
How we approach the
Unclassified
problem
• Step 4: Generate possible solutions
– Which socmed tools will work for you?
• Blogs?
• Podcasting?
• Feeds (RSS)?
• Wikis?
• Social networks?
• Content sharing sites (YouTube, Flickr)?
How we approach the
Unclassified
problem
• Step 5: Analyze possible solutions
– Hosted externally/internally?
– Does it meet your functional
requirements?
– Easy to operate/maintain?
How we approach the
Unclassified
problem
• Step 6: Compare possible solutions
– Make suggestion(s)
– Brief command
– Get input/feedback
How we approach the
Unclassified
problem
• Step 7: Implement the decision
– Make the call
– Plan out how it will be implemented
– Plan training on changes to SOPs
Unclassified
How we engage
Unclassified
How we engage
• Innovators spread the message
• DINFOS example of “veterans”
– Otaku
Unclassified
How we engage
• Viral marketing leverages otaku
– Forwarded email phenomena
• Riskiest thing now is to play it safe
• “Safe” is on the fringes w/ social media
– Free and complimentary to the mission
– President, DoD, flag officers all want it
• Intent already exists
– Junior troops already using it
– What’s the real risk?
Unclassified
How to operate
• PA roles have shifted
– Content creation Content
management
– Empower troops to participate
• It’s their story you used to tell; help them
tell it themselves
• Not a replacement of current
practices; but an amplification
– Reach more with less
Unclassified
How to operate
• PA policies still apply, must be shared
with troops at all levels
– OPSEC
– Libel
– Slander
Social Media 101
Examples of engagement:
Twitter, YouTube, Flickr, Facebook
From Army News to Twitter
WWW.TWITTER.COM/USARMY
• Twitter is a micro-
blogging tool that
updates in 140
characters or less.
• @USArmy tweeted
the link to the article on
the same day.
• Reached an audience
that may have not
stumbled upon this
article.
Interaction & Feedback on Twitter
WWW.TWITTER.COM/USARMY
• YouTube is
the #1 most
popular
video-sharing
Web site
• Watch,
comment and
share your
favorite video
clips
• Even upload
your own
videos!
YouTube - video sharing
WWW.YOUTUBE.COM/SOLDIERSMEDIACENTER
Largest demographic:
18-24
resources
Facilitate discussion
Implement: Facebook & PAOs
WWW.FACEBOOK.COM/USARMY
Blogger’s
Blogger’s Roundtables
Roundtables
www.defenselink.mil/blogger
Electronic
Electronic Warfare
Warfare Blogger’s
Blogger’s Roundtable
Roundtable
Blog
Blog Engagement
Engagement
Bloggers =
Informal
Honest
Editorial
www.facebook.com/USArmy
www.facebook.com/USArmy
•Dozens of commands,
installations and organizations
across the Army now use
Facebook as a means to
reach out the build
community.
Commands
Commands on
on Facebook
Facebook
A fan page can be a value added way for leaders or
commands to connect with Soldiers or Family members.
Old
Old Guard
Guard on
on Twitter
Twitter
Don’t
Don’t Forget