U.S. Navy Social Media Landscape Overview
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An overview of social media prepared by U.S. Navy Media Content Operations.
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U.S. Navy Social Media Landscape Overview
- 1. Command Social Media @JasonKellyPAO Director, U.S. Navy Digital Media Engagement Winter 2015 1
- 5. BY THE NUMBERS Winter 2015 5 • 890 million daily active users on average for December 2014 • 745 million mobile daily active users on average for December 2014 • 1.39 billion monthly active users as of December 31, 2014 • 1.19 billion mobile monthly active users as of December 31, 2014 • Approximately 82.4% of our daily active users are outside the U.S. and Canada Source: Facebook; Retrieved Feb. 3, 2015
- 6. ENVIRONMENT CHANGED Winter 2015 6 Speed and transparency Newsworthiness Public influence and agendas
- 10. Winter 2015 10
- 11. WHY SOCIAL MEDIA? Winter 2015 11 Efficient Unmediated Provides feedback
- 12. POLICY Winter 2015 12 Department of Defense Instruction (DODI) 8550.01
- 13. GUIDELINES Winter 2015 13 • Communicate OPSEC • Membership within groups • Communicate expectations • Avoid copyright and trademark infringement • Replace error with facts • Admit mistakes • Protect families • Understand profile security settings • Keep classified and sensitive information safe
- 14. CONDUCT Winter 2015 14 • Online relationships with subordinates • To friend or not to friend? • Military conduct online • Endorsement of non-government content • Self promotion • Paid submissions • Political discourse
- 15. MEASURABLE OBJECTIVES Winter 2015 15 Efficient Direct Engaged Transparent
- 16. COMMAND SOCIAL MEDIA RECOMMENDATIONS Winter 2015 16 • Have a single command presence • Managing your social media • Communicate with families • Registration
- 17. COMMAND SOCIAL MEDIA RECOMMENDATIONS Winter 2015 17 • Have a single command presence • Managing your social media • Communicate with families • Registration
- 18. DEVELOP A PLAN FOR MANAGING SITES Winter 2015 18 • Site administrators • Objectives • Target audiences • Type and frequency of content • Comment policy • Monitoring policy • Releasable
- 19. CRISIS SITUATION Winter 2015 19
- 20. CRISIS SITUATION Winter 2015 20 Before a crisis • Establish a presence • Plan and train • Identify keywords • Identify key audiences • Post regular, relevant content • Establish a list of alternative communication methods
- 21. CRISIS SITUATION Winter 2015 21
- 22. CRISIS SITUATION Winter 2015 22 During a crisis • Use all channels • Communicate information as it is released • Listen • Identify and correct misinformation
- 23. CRISIS SITUATION Winter 2015 23 After a crisis • Thank community members • Ask for lessons learned • Provide updates
- 24. PRIVACY SETTINGS Winter 2015 24 Facebook • Tailor posts Each post can be tailored to the audience you want to reach.
- 25. IMPERSONATION Winter 2015 25 • Policies vary social network to social network • Work through public affairs officer to coordinate support from headquarters public affairs
- 26. CONTACT INFORMATION Jason Kelly Director, U.S. Navy Digital Media Engagement 703-614-9154 Jason.S.Kelly@Navy.mil @JasonKellyPAO Winter 2015 26
Notas del editor
- Good afternoon. I’m Jason Kelly, director of the Navy’s Digital Media Engagement team for the Office of Information at the Pentagon. I’m here today to talk to you about how social media has changed over the years and how to use it for your command.
- Here it is, everything you need to know about social media. It’s all about donuts. Not exactly, but it is a good demonstration of the differences between each social network. The topic is donuts. However, how we talk about those donuts is different for each network.
- Let’s break down social media. Social media describes the different means by which people, enabled by digital communication technologies, connect with one another to share information and engage in conversations on topics of mutual interest. Social media is an umbrella term describing a variety of communication mediums and platforms, social networking being the most well known of them. While specific mediums, platforms, and technologies may change over time the overall trend of people connecting with other people using technology only increases. The way people get information has changed and their desire to have real conversations individuals, businesses, organizations, and government has increased. This presents a tremendous opportunity for all commands to more effectively communicate with service members, military families and the public. Each week the Navy reaches about 4 million people on social media. We’re on Facebook, Twitter, Instagram, Google+, Flickr, YouTube, Pinterest, our blog Navy Live, and our mobile app. Why so many? Because each platform is unique – as shown by the donuts on the last slide. They attract different users who are comfortable with different ways of having a social conversation.
- Before we get to those topics, I’d like to set the stage for today’s discussion with this short video about the environment. This video is from 2014. (PLAY VIDEO) I think you would agree with me – after watching that video – that we really aren’t talking about emerging media anymore or just social media.. It isn’t emerging anymore in the United States. It is here. It is today’s media, and it is where people are getting their news as well here. According to the Pew Research Center, almost more people got their news online in 2013 than newspapers and radio – combined. Why does this matter? Because we need to be aware of today’s environment and where people want to get their information. --00--
- Here’s some updated statistics about Facebook. I’ll let you read them yourself. Here’s another statistic to put everything into perspective. If Facebook were a country, it would be the most populous nation on earth. That’s more than the entire population of China, the world’s most populous country, which the CIA last estimated to have 1.36 billion people.
- The media environment has changed over the years. Before, readers consumed news and events that were presented to them by mass media. Now, social media has significantly shortened the news cycle and transparency as so-called citizen journalists contribute to the narrative in real time. These crowd sourced reports often represent first reports from the story, increasing the level of transparency, while sacrificing potential authenticity. Events that previously would not have been considered newsworthy or had been marginalized are now part of the conversation – both in traditional media and social media. There is a tremendous amount of overlap between the two. As a result, the online public at large can influence agendas in real time.
- It’s not always been like that. During the Vietnam War, troops could enter and leave a village before anyone outside of the area being aware of their presence.
- Now, it is possible that video can be uploaded and shared online prior to the patrol returns to its base.
- Social media is no longer a toy; it is a tool! And you too, can use it like the Navy. This is the challenge, though. How do you make something like strategic policy, the budget, or a ship-building plan social?
- As a result, social media presents an incredible opportunity for us and our adversaries. We’ll discuss ways to mitigate risks later, but first let’s talk about how social media serves as a communication tool. People want their information NOW. They don’t want to wait for the 6 or 11 p.m. news. They want to be able to share and comment on it. They want it to be transparent, genuine and athletic, and they want it on the go! And they don’t even log on to find news as often – they expect news to find them. Each week, the U.S. Navy reaches approximately four million people on social media on our Facebook page, Twitter account, Navy Live blog, Flickr photo steam, You Tube channel, Pinterest account, Instagram account, and the Official Navy App. I want to talk briefly about our audiences. Our Facebook page serves as the pulse of the Navy with family members, potential recruits, veterans and Navy supporters actively commenting about the Navy, past, present and future. On Twitter, social media users get Navy news as it happens. It’s like the news wire of the Navy. Our blog – Navy Live – allows us to have a longer conservation than we can have in just 140 characters in a tweet or a Facebook post. It often serves as the hub of the Navy’s social media platform with many of the individual social media sites linking back to the blog. Flickr serves up high-resolution photos. While, Instagram offers photos on the go – on mobile devices. YouTube has videos. Pinterest generates more referral traffic than YouTube, Google, LinkedIn and Reddit combined. The App, like Twitter, offers Navy news and information on the go for Apple iOS, Chrome, Android and Windows 8.
- Social media, as part of your overall command communications strategy, helps fulfill your obligation to communicate with all of your stakeholders. It also provides another, often richer, means of sharing information with internal and external audiences. Your stakeholders are increasingly using social media, and you’re better off reaching them there than not at all. Social media creates some considerations for the commander over traditional means of communicating: • It is efficient: Anything you communicate in social media is sent in an instant and is then available anywhere in the world for your stakeholders to access. Additionally, social media may provide a means of communications reach that is available when other means are not (i.e. times when people cannot access NMCI, message traffic, etc. due to travel, base closures, disasters, etc). • It is unmediated: There is no gatekeeper – that means that you when you say something it will appear to your audience just as you want it to appear (keep in mind that your message might be misinterpreted so try to minimize that before posting) • Provides feedback: You can gauge – and act on – communication thanks to the open feedback that social media enables.
- Now, that we established where the conversation is happening. Let’s talk about what allows it. This is it. DoD Instruction 85-50.01. Among other things, it opened up the NIPRNET to social media – an Internet based capability - across the Department of Defense.
- So what should your expectations be? First communicate OPSEC measures to your Marines and personnel so they can best navigate sharing information without violating it. Membership within social groups by Marines and personnel is going to happen. Informal groups exist and may draw some of your Marines and personnel into joining. As long as they do not undermine their chain of command, or otherwise conduct themselves in an unprofessional manner, there is nothing wrong with them connecting with other people on subjects of mutual interest and in fact their participation in groups such as this might provide you valuable information on their thoughts and concerns. Communicate expectations about online activities with your Marines and personnel. The military encourages service members to serve as ambassadors to their communities. The military expects service members to live their core values online, and understand that communication in social media is both public and international – even they think they are just talking to family and friends. When commenting about military matters, service members and personnel need to be transparent about who they are and should identify themselves and their rank and/or position. They should also be clear that their opinions are their own, and do not represent their command or the Department of Defense when commenting on military topics. AVOID VIOLATIN G COPYRIGHT AND TRADEMARK by not including any copyrighted or trademarked material in online posts without written permission from the copyright or trademark holder. This includes embedding a song in a video or using a picture in a blog post. This does not include the use of social media icons that are used to point to an official social media presence. ADMIT MISTAKES . If you make a mistake then admit it and correct it immediately. If you do edit a posting online, make it clear that it has been updated or edited -- don’t just try to make a change and pretend you never made the error. If people can’t trust you to own up to your own mistakes you will lose credibility. Remember that everything posted on the Internet even for a second may live on forever. PROTECT YOUR FAMILIES by limiting the amount and kind of information that you post about them (their names, their addresses, even their towns or schools) online. How hard would it be for someone to figure out who your loved ones are based on your personal profile? You never know who is watching and collecting information on you. UNDERSTAND PROFILE SECURITY SETTINGS so you can make informed choices about who sees what in your profile. Just because someone isn’t your “friend” doesn’t mean that all of your information or even photos are blocked from that person. If you are not managing your personal security settings, it is quite possible that when you leave a comment on a public forum (like the Navy Facebook page) anyone who sees it there (including people you don’t know) could see your entire profile. Be mindful that social media sites can change their privacy or security settings with little or no notice. Pay attention to changes. KEE P CLASSI FIED AND SENSITIVE IN FORMATIONSAFE by educating your personnel not to discuss critical information such as deployments, personnel rosters, weapons information, etc. If you see what you think is a potential OPSEC breech, document it and remove it as soon as possible. More than likely, the OPSEC violation was done in error or out of ignorance. Have your public affairs officer or command OPSEC officer engage the person to explain to them why his or her post violated OPSEC so that he or she don’t repeat the same mistake. If OPSEC violations from this person persist or if there is a spillage or other COMSEC violation (e.g. leak of classified information) notify the command Security Manager.
- As social media brings the world closer together it also raises some new ethical issues for command leadership. In most cases, ethical issues online can be dealt with using the same ethical guidance that has traditionally guided commanders and military leadership. To help guide your use of social media, we have addressed a few of the ethical considerations you might find yourself dealing with online. Online relationships with subordinates: With the ability to connect with everyone in our lives online, it only makes sense that service members and personnel might be interested in connecting with you through social media and you with them. So should you friend or follow those in your command? A lot depends how you are using social media. If your social media presence exists simply to engage with people on a professional basis then becoming a friend of one of your service members or following them is less of an issue. However, if you use social media actively to communicate with your close friends and family then including service members who work for you is a more difficult decision. However you approach your connecting with subordinates from your command, it is up to you to lead by example and ensure that the relationship remains on a professional level and that deference to your rank and position is respected online and in the real world. When it comes to your position as command leadership, your conduct online should be no different than your conduct in the rest of your life and you should hold that same standard to your service members and personnel. If evidence of a violation of command policy, UCMJ, or civil law by one of your service member comes to your attention from social media then you can act on it just as if it was witnessed in any other public location. This adds an ethical wrinkle to friending or following your subordinates, but the key is for you to maintain the same relationship with them at work as you do online and to be clear about that. The same guidelines regarding endorsement of non-government organizations and charities applies online, but it can be a challenge knowing when they apply. For example, liking a page on Facebook and following an account on Twitter does not constitute endorsement, just as having a subscription to a newspaper is not endorsing the paper. However, posting content about a business, organization, media or charity (other than CFC or NMCRS) or repurposing existing content about such groups (such as a retweet on Twitter) from an official command presence could be seen as endorsement if there is not a clear tie to the command. For example, linking to or reposting a link to a story about the command on a local television station is okay, but linking to or promoting that station or stories from that station that are not about the command can be considered endorsement and should be avoided. Using your rank, job, and/or responsibilities as a means of promoting yourself for personal benefit is not appropriate and can ultimately tarnish the image of you, your command and/or the service. Treat requests from nongovernment blogs for a blog post as a media request and coordinate with your PAO or the next PAO in you chain of command for relevant talking points and assistance in drafting your response. Just like public speaking, it is against Ethics regulations to accept compensation for such posts. As command leadership what you say and do is more visible and taken more seriously than that of your personnel. You have a greater responsibility to speak responsibly, even about issues that you don’t intend to reflect on your command or the military.
- Examples of measurable communications objectives with priority audiences identified: Inform our command’s service members and family members of command news, announcements, and accomplishments to promote readiness of the command. Engage in a dialogue with the local community including DoD family members where our command is based to build awareness and understanding about the DoD in the area. Increase level of awareness and support for your command’s mission among the DoD community.
- In larger commands, there is a tendency for offices/units within a command to want to have their own presences. For example, the chapel may want to have its own presence, the military Counselor or DAPA for your command may want their own presence. While this is up to the discretion of the command, it is recommended that you maintain a single command presence within each social media platform and allow those different offices/units feed content to the command presence. That means one command Facebook page, Twitter account, and so on. The reason for this is that each subset of the command that has its own social media presence splinters the audience for the command and can increases the time spent managing multiple presences. Unless there is a compelling reason for a social media presence as a subset of the command presence, such as reaching a unique audience; it is strongly recommended that there be only one command social media presence per application. Management of command presences does take time, depending on the popularity of your content and the community size. Although some commands find it useful to have just one main point of contact to manage social media sites, it’s strongly recommended that any social media presence be run by a small team to ensure that there is no potential single point of failure for being able to manage information in a timely manner. A commander should choose a team of people that he or she trusts to monitor the command social media presences, develop and post content when needed, remove public posts when required, interact with those who engage the command within that social tool and respond to public inquiry when necessary. Since this will more than likely be a collateral duty for the members of this team, it is recommended that the people you select be motivated out of personal interest to communicate with the command’s audiences. Your public affairs officer is a logical choice to head up this team. To ensure consistent management, commands should establish standard operating procedures to monitor, post content, and engage with people. You should not expect to be able to monitor social media for your command round the clock, that’s a full time job for anyone! Instead you should aim for your team to be able to check on your command’s social media presences periodically throughout the day. By having this work distributed throughout a team of people you will ensure better monitoring and management of social media. Once your team is established you can keep them on task by requiring periodic (weekly, monthly) reports that include basic analytics provided by the social media platforms, popular content, relevant public posts and planned content. Don’t remove content or take a page offline unless there is a specific violation of OPSEC or your published business rules warranting removal. Organizations who remove content simply because that content is unflattering lose the trust of their audience and risk very public backlash. The commander has the responsibility to ensure enforcement of the posting policy, but taking something down just because it is unflattering is not recommended and ultimately counterproductive. In larger commands, there is a tendency for offices/units within a command to want to have their own presences. For example, the chapel may want to have its own presence, the military Counselor or DAPA for your command may want their own presence. While this is up to the discretion of the command, it is recommended that you maintain a single command presence within each social media platform and allow those different offices/units feed content to the command presence. That means one command Facebook page, Twitter account, and so on. The reason for this is that each subset of the command that has its own social media presence splinters the audience for the command and can increases the time spent managing multiple presences. Unless there is a compelling reason for a social media presence as a subset of the command presence, such as reaching a unique audience; it is strongly recommended that there be only one command social media presence per application. Management of command presences does take time, depending on the popularity of your content and the community size. Although some commands find it useful to have just one main point of contact to manage social media sites, it’s strongly recommended that any social media presence be run by a small team to ensure that there is no potential single point of failure for being able to manage information in a timely manner. A commander should choose a team of people that he or she trusts to monitor the command social media presences, develop and post content when needed, remove public posts when required, interact with those who engage the command within that social tool and respond to public inquiry when necessary. Since this will more than likely be a collateral duty for the members of this team, it is recommended that the people you select be motivated out of personal interest to communicate with the command’s audiences. Your public affairs officer is a logical choice to head up this team. To ensure consistent management, commands should establish standard operating procedures to monitor, post content, and engage with people. You should not expect to be able to monitor social media for your command round the clock, that’s a full time job for anyone! Instead you should aim for your team to be able to check on your command’s social media presences periodically throughout the day. By having this work distributed throughout a team of people you will ensure better monitoring and management of social media. Once your team is established you can keep them on task by requiring periodic (weekly, monthly) reports that include basic analytics provided by the social media platforms, popular content, relevant public posts and planned content. Don’t remove content or take a page offline unless there is a specific violation of OPSEC or your published business rules warranting removal. Organizations who remove content simply because that content is unflattering lose the trust of their audience and risk very public backlash. The commander has the responsibility to ensure enforcement of the posting policy, but taking something down just because it is unflattering is not recommended and ultimately counterproductive. Many Navy ombudsman and family readiness groups are also using social media to more effectively communicate with families. As a leader it is crucial that you actively participate in your commands’ social media presences. Your participation will demonstrate a willingness to listen to your families. Not everything you hear may be positive, but you’ll be better positioned to make informed decisions and understand sentiment. Official use of social media is a public affairs function. This means that any official command use of social media must remain in compliance with public affairs policy. Any content posted to an official social media presence must be either already in the public domain or must be approved for release by the Commanding Officer, Public Affairs Officer or anyone else designated with release authority on behalf of the command. Commands are ultimately responsible for official content posted on their social media presences as well as any presences run by other parts of their command. Official uses of social media be registered with DoD. This is because on many social media platforms anyone can create an account to discuss issues related to any subject, including your command. Therefore, it is necessary to clearly delineate which social media presences are official. This can be done by registering a command presence with the Marines Social Media Directory at www.marines.mil
- Once you have set goals and target audiences for your social media outreach and who you want to communicate with, you must determine what your command should say. Content can include text, imagery, video, posters, and other forms of multimedia. The content your command produces and distributes sets the tone of your communication strategy and can determine the ultimate success of your efforts. Is your content relevant to your primary audiences? Will your primary audiences find it interesting? Will this content cause your primary audiences to take a desired action? These are the key questions your command needs to ask before determining how and where it will share its content. Depending on the type of content you have and want to share, different social media platforms may be more or less appropriate for your command. Flickr may be a good place to share command photos. YouTube may be a great place to host and share command videos. But you need to determine the best platform(s) for your command based on your communication objectives, audience preferences, and content available. The key is to determine the best social media platform(s) based on where your primary audiences are already active online. You can find out this by asking them via formal and informal channels. Often times, you can also determine where your primary audiences are online by conducting web searches on sites like Google, Facebook, Twitter, and others. Once you have a good sense of where your primary audiences are active online, then you can make an informed decision about which platforms are right to achieve your command’s communications objectives. There can be a tendency to create individual social media sites for each unit or office within a command. While this decision is ultimately up to command leadership, we discourage the creation of multiple social media sites on the same platform (e.g., Facebook). The leadership team is encouraged to have one voice for communicating with key audiences. Creating multiple Facebook pages for different units within a command can create confusion among personnel and command family members trying obtain information. It can also splinter your audience and hinder the important “network effect” that is part of the value-add of social media efforts. DODI 8550.01 requires that all social media sites used in an official capacity be registered with the Department of Defense (DoD).
- The plan to manage command social media sites should be coordinated with command leadership, public affairs, and other personnel who may be generating or publishing content to the site. The management plan should be led by a command spokesperson and should include the following elements: • Site administrators: Who has access to administer the page? Grant permission to multiple administrators to ensure there is no single point of failure. • Objectives for the site: What do you hope to accomplish by communicating on this site? • Target audience/s: Who are you trying to reach? • Type and frequency of content to be posted: Will you share news stories, images, original content, or information about local events? What’s important and interesting to your target audience? • Comment policy: Why will posts be removed? Will comments be moderated or automatically published? See the Navy’s Facebook comment policy as an example at Facebook.com/USNavy under the “about” tab. • Monitoring policy: How often will you monitor the page for comments? Will you respond and engage in a dialogue with your community members? • Transition plan: When personnel change over, how will you transfer administrative rights and the plan over to new personnel? Ensure Information is Releasable. As mentioned, official use of social media is a public affairs function. Any command use of social media must remain in compliance with public affairs policy. Any content posted to an official social media presence must either be already in public domain or approved for release by the commanding officer, public affairs officer, or other personnel with release authority on behalf of the command. Commands are ultimately responsible for official content posted on their social media sites as well as those sites run by other parts of their command.
- Due to the speed, reach, and direct nature of social media, these channels have proven to be effective for use in crisis situations. In recent crises, social media has facilitated the distribution of command information to key audiences and media while providing a means for dialogue among the affected and interested groups. You can’t surge trust following a crisis, so the best course of action is to consistently engage your social media community before a crisis occurs.
- Establish a command presence on relevant social media platforms • Plan and train multiple people at your command to communicate on your social media platforms during a crisis • Identify keywords that may be used when communicating about your command in a potential crisis (e.g., crash, collision, evacuation, humanitarian assistance) • Identify key audiences such as service members, family members, local citizens, media, etc. • Post regular, relevant content to your command’s social media sites to alert key audiences that your page is an authoritative and consistent resource of information about your command • Establish a list of alternative communication methods such as text messaging, Twitter, and Facebook
- CHALLENGE Keeping the public up-to-date during a fast-moving news situation SOLUTION Official government Twitter account @USNavy posted updates as they became known throughout an emerging story RESULTS @USNavy becomes official source of information for followers and media outlets alike @USNavy guides the online conversation by creating the hashtag #NavyYardShooting, which resulted in 1,900 related Tweets per minute at the peak of the story Key takeaways Stay ahead of the news by sharing updates as soon as they become available. Create a hashtag that organizes the conversation and gives followers an easy way to join in. Let Twitter be your broadcast tool to get information to other media and news outlets.
- Use all available communication channels to distribute information to affected audiences • Communicate relevant and timely information as it is released—even if you only have part of the full story, it is beneficial to the safety and security of others to release in segments rather than waiting until you have the entire story (at which point, it may be too late) • Listen to what people are saying about the topic by monitoring your social media sites, and answer questions as accurately and quickly as possible • To identify and correct misinformation, identify other channels to use for distributing information, and to reach audiences you may not be reaching with existing efforts, query relevant key
- • Thank community members for their assistance in disseminating information, answering each other’s questions and supporting one another through the crisis • Ask designated communicators for lessons learned and incorporate changes into your crisis plan • Continue to provide updates and information to audiences to maintain interest in your social media sites
- Each post can be tailored to the audience you want to reach (Public, Friends, custom groups, etc). Clicking “more options” from the dropdown menu allows you to choose custom groups. Navy recommends you refrain from choosing “Public” which allows anyone to see your post, regardless of their connection to you.
- Policies vary social network to social network Work through public affairs officer to coordinate support from headquarters public affairs