navy social media -- effective use - sep 2010 - for dinfos
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Effective Use
Navy Social Media
CDR Scott McIlnayDirector, Emerging Media
Dept. of the Navy, Office of Information
Objectives – Effective Use
How to effectively listen in social media How to put together a strategy for engaging in
social media How to effectively use content in social media How to manage social media presences How to evaluate the effectiveness of social
media Tutorial: Facebook, Twitter, Blogs
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Listening
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Listening
The most important thing you can do is listen! Listening to the conversation about your
command and its issues can save your bacon! Identify those keywords that relate most to your
command and its issues Listening can be as simple as doing a search
about your command on Facebook, Google, Twitter, etc.
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Listening can seem overwhelming
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RSS Feeds Can Help
RSS
ReallySimple
Syndication
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Google News & Blog Search offer RSS Feeds
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Twitter Search Offers RSS Feeds Too
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Copy the Feed
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Paste it into Google Reader
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And you have added to your reader!
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Strategy
Your command should have a social media strategy
GoalWhat big picture reason do you have for using social media?
ObjectivesSet realistic & measurable objectives to track progress
Target stakeholdersIdentify the groups you hope to engage
ContentDetermine the story you want to tell and howTIP: Ground content decisions in goals and target audience
SOPCreate a set of standard operating procedures governing
Communications Strategy
To develop a strategy, ask your command:
Whyshould we use social media?
Whodo we want to engage?
Whatare we going to talk about?
Howwill we manage our accounts and who will do it??
Communications Strategy
HINT: Responses to these questions should come directly from your command’s communication strategy/plan
Why should we use social media?
Tip 1 What is your goal?Social media goals should reflect your command’s communication goals.
Tip 2 What are your measurable objectives?Plan for the near, medium & long-term.BONUS: Consider engagement not headcounts of fans.
Communications Strategy
Who do we want to engage?
Be specific! Sailors in our
command Veterans Local community
authorities Local residents Navy families in your
geographic region
Communications Strategy
3. What do we want to talk about?
Tip 1Find topics that interest your stakeholders and achieve your communication goals.
Tip 2 Create a content calendar, providing a quick visual for plansBONUS: Share the calendar across your organization for full communication integration
Tip 3 Be flexible & allow your stakeholders to shape conversation too. Listen to your audience & enable a real dialogue.
Communications Strategy
How is the account managed?
Tip 1Determine most appropriate team to manage account(s).BONUS: Use mix of public affairs, leadership, other personnel.
Tip 2 Determine the right roles and level of access for each manager on each toolBONUS: Have a back-up plan for emergencies.
Tip 3 Develop a standard operating procedure to manage workflow, assign tasks & allow for seamless personnel transitions.
Communications Strategy
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Experiment with different platforms and content
Consider your social media efforts in a constant beta and don’t be afraid to try different methods…
Ask for feedback from your community• Is this how you want us to communicate with you?• Would you like to receive information about XYZ topic
on Facebook, Twitter, via email, via phone call, or another method?
• How can we better communicate with you?
Communications Planning
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Content
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Chain of Command
Everything published online must be released in accordance with the Navy Public Affairs Regulations (SECNAVINST 5720.44B)
Release authority is delegated by both higher command and your commanding officer• Standing public affairs guidance (PAG) by your next
senior command may specify what may or may not be released from subordinate commands
• Anything not expressly prohibited from release may be released in accordance with the PA Regs by your commanding officer or those he or she delegates
Content present on official Navy public websites or social media presences can be shared
Chain of Command
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Accuracy > Speed
We are living in a 24/7 news cycle and speed of information
is very important, but accuracy of information released from official Navy sources is essential.
While we need to do everything we can to publish information as soon as it becomes available, we cannot compromise accuracy for speed.
Chain of Command
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But don’t wait to communicate
DO NOT wait to address an issue of particular relevance to your command!
Comment on the most current information you are able to release showing care and responsiveness to your community and update them as soon as you have new information.
Chain of Command
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Don’t let perfect be the enemy of good enough!
It is up to you to weigh the needs of accuracy with timeliness
Mistakes happen, what you do with them is what makes the difference!
Social media affords you the ability to quickly correct those mistakes
Admit any mistakes, learn from them and use them to better inform your audiences
Content is King!
Traditional content is still important:• Press Releases• News Stories• Imagery• Packaged & Raw Video
We also need to think of content in new ways:• 140 character posts• 420 character posts• Blog posts (1st person narrative)• Video formatted for social media
(minimal editing, little to no production or voiceover, short clips (30 seconds – 3 minutes), multimedia
• Engaging content: Questions and calls to action
• Microcontent: Quotes, statements, etc.
During Operation Unified Response: Personal stories, photos and videos of Sailors resonate with fans
Content is King!
Mainstream Media articles and clips
Information for the Command as long as it does
not violate OPSEC
Notes from the Commanding Officer, Executive Officer or
Command Master Chief
Content is King!
Would you share this post with your friends?
Content is King!
Content is King!
Photos are very popular on social media and easy to share -
try a photo contest.
Would you re-tweet this post?
Would you share this photo with your friends?
Content is King!
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To sum up:• Be creative• Be engaging• Be informative• Be personal• Be visual• Add value• Build trust• Ask yourself “would I share this?”
Content is King!
http://www.slideshare.net/USNavySocialMedia/snapshot-awesome-content
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Management
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HootSuite
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HootSuite
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HootSuite
Click on lo
g in
Posterous
Sign up with Posterous
Make sure you choose your command name as easily searchable as possible for the name
Posterous
Posterous
Posterous
Posterous
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Facebook Mobile
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Google Calendar
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Evaluation
Facebook Insights
300+ comments on Twitter and growing at a rate of ~5 tweets per minute
Twitter traffic including terms “pirate” and “Alabama” did not trend at all on Twitter until last night and exploded this morning (see graph A at right)
Blog, forum and comments online reflected the same timing as Twitter (see graph B at right)
Sample Twitter updates: • “Maersk Alabama thwarts 2nd
pirate attack”• “Pirate Attack On Maersk
Alabama Repelled By Guards”• “Another pirate attack on U.S.-
flagged Alabama”
Graph A: Tweet Stream for “pirate” + “alabama”
Graph B: Total online traffic for “pirate” + “alabama” + “maersk alabama” + “navy”
Maersk Alabama Repels a 2nd Pirate Attack
Bit.ly and Ow.ly
• Top stories related to the Navy and Haiti include
• Carrier as floating airport• Hospital ship• Go Navy! / Thank you• Evacuation of Americans• Comparison to Indonesian Tsunami• Logistics challenges
Mentions of “Haiti” and “Navy” over the past 5 days
Mentions of “Haiti” and “Navy” by region over the past 5 days
Top keywords related to “Haiti” and “Navy” as of 0500, January 15, 2010
Radian 6
Post from NSA Mid-South
Post from Navy family page
mentioning NSA Mid-South
Adding new in-formation
Asking question about relief ef-
forts
Posting photo Providing sup-port/prayers
Asking if they can help
Off-Topic Thank you
Series1 0.181818181818183
0.112299465240642
0.106951871657754
0.294117647058824
0.0427807486631016
0.122994652406418
0.0909090909090914
0.0213903743315508
0.0267379679144386
2.50%
7.50%
12.50%
17.50%
22.50%
27.50%
32.50%
Posts to NSA Mid-South Facebook Page during flooding in TN
Don’t just rely on built-in tools
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Social Media Tutorial
Social Media TutorialFacebook, Twitter & Blogs
Objectives – Command Use
How to effectively listen in social mediaHow to put together a strategy for engaging in
social mediaHow to effectively use content in social mediaHow to manage social media presencesHow to evaluate the effectiveness of social mediaTutorial: Facebook, Twitter, Blogs
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CDR Scott McIlnay, APRDirector, Emerging Media Integration
Department of the Navy, Office of Information
[email protected](O)703-692-4718
LT Lesley LykinsDeputy, Emerging Media Integration
Department of the Navy,Office of Information
[email protected](O)703-695-6915
Questions?
Navy Emerging Media on Slidesharewww.slideshare.net/USNavySocialMedia
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Types of Facebook Accounts
Accounts• Personal Profile• Business
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Types of Facebook Pages
Page Naming
Official pages are open to the public and indexed by search engines such as Google.
In order to be best found the name of your page should be clear and easily understood.
Ex.: If you are a member of Strike Fighter Squadron 11 “The Red Rippers”:• Good – VF/A 11 • Better – The Red Rippers• Best – The Red Rippers, Fighter-Attack Squadron 11
(VF/A 11)
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Building your page …
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Building your page …
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Add Admins
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Add Admins
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Upload Logo
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Add Posting Policy/Disclaimer
http://www.chinfo.navy.mil/socialmedia.html
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Setup your Wall
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Add Some Content
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Get Your URL
http://www.facebook.com/username
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Register Your Page
Navy Social Media directory http://www.navy.mil/socialmedia
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Facebook Best Practices
Customize your page using Facebook apps (and don’t be afraid to experiment)
Be transparent – identify yourself and let your audience know what’s going on
Listen to your audience and be responsive – it takes two to have a dialogue
Use Facebook insights to learn about your audience
Give your audience the kind of content they want Manage the signal-to-noise ratio Keep posts short (420 characters is the max) Use multimedia to help tell your story Everything you and your audience posts is being
watched by the world
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Facebook Resources
http://www.allfacebook.com/ http://www.slideshare.net/USNavySocialMedia/facebooks-h
ow-to-build-a-govmnt-pages-manual-from-facebook Social Media Roadmap (on PANet) http://www.slideshare.net/USNavySocialMedia/us-navy-intr
o-to-facebook-presentation http://www.slideshare.net/USNavySocialMedia/us-navy-fami
ly-readiness-groups-and-facebook http://www.slideshare.net/USNavySocialMedia/facebook-ba
sics-for-navy-commands http://www.slideshare.net/USNavySocialMedia/navy-privacy
-facebook-february-2010-new-homepage-application-settings
http://www.slideshare.net/USNavySocialMedia/facebook-geo-targeting-post
http://www.slideshare.net/USNavySocialMedia/opsec-snapshot
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Starting your Twitter account
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Your Twitter Account
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Register Your Page
Navy Social Media directory http://www.navy.mil/socialmedia
Twitter ‘Home’ vs ‘Profile’
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Kinds of Tweets
Posts or ‘Tweets’
ReTweets or ‘RT’
Public replies or ‘@Replies’
Direct Messages or ‘DMs’
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Following
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Followers
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Lists
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Favorites
Hashtags
Shortened URLs
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Register Your Page
Navy Social Media directory http://www.navy.mil/socialmedia
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Twitter Etiquette
Don’t ask for people to retweet your posts Follow those who follow you* Thank those who follow you Thank those who retweet you frequently Give credit to those you retweet Retweet content of value to your followers** Be responsive to those who @reply or DM you
when they are asking a question
*Establish guidelines for who you should follow (ex. may not be the best idea to follow an account with a political agenda)
** Be mindful of retweeting content from non-USG/DoD/DoN parties. It is ok to do, just avoid the appearance of favoritism
Twitter Best Practices
Assume everything is public, only tweet releasable info. 140 Characters max but 80-120 Characters ideal Abbreviations and creative spelling acceptable as long as
meaning is clear Tweets need to have value to the reader Be engaging, be a person Humor and wit are acceptable and even desirable Don’t make your tweet obscure, make it clear what you’re
talking about Include a URL to more content Include the “so what” on why this is important Include call to action Make your tweet searchable by using keywords and
hashtags Manage your signal-to-noise ratio 83
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Twitter Resources
http://tweetmeme.com/ http://business.twitter.com/twitter101/ Social Media Roadmap (on PANet) http://www.slideshare.net/USNavySocialMedia/ho
w-to-set-up-a-twitter-account http://www.slideshare.net/USNavySocialMedia/na
vy-recommended-privacy-settings-for-twitter http://www.slideshare.net/USNavySocialMedia/twi
tter-lists-2520857 http://www.slideshare.net/USNavySocialMedia/sn
apshot-twitter-management-3621642
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Blogs
Starting a blog
Blog Layout
TABS
POSTS
TAGS COMMENTS
CONTACT RSS FEEDS
WIDGETS
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Starting your blog
QUICK LOOK AT COMMENTS
QUICK ACCESS TO POSTS
Posts
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New Post
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PUBLISH
CONTENT
CATEGORIES
HEADLINE
Comment Moderation
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Register Your Page
Navy Social Media directory http://www.navy.mil/socialmedia
Blog Best Practices
Transparency in authorship and edits Admit mistakes Regularly update the site with content Be responsive to your commenters Posts should be told in the first person and
should read as they are coming from a person not a release
Don’t use the blog as a dumping ground for your other content
Build a small library of content before promoting Be mulitmedia on your blog Build a sense of community
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Blog Resources
http://technorati.com/ http://blogsearch.google.com/ Social Media Roadmap (on PANet) http://www.usa.gov/webcontent/technology/blogs.shtml http://www.usa.gov/Topics/Reference_Shelf/News/blog.sh
tml http://www.brookings.edu/~/media/Files/rc/papers/2009/08
_blogs_mahler_regan/08_blogs_mahler_regan.pdf
http://www.ihelpyoublog.com/20070217-complete-blogging-resource-list-for-the-pro-blogger
http://www.socialmedia.biz/2009/08/24/6-experts-on-corporate-blogging-best-practices/
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CDR Scott McIlnay, APRDirector, Emerging Media Integration
Department of the Navy, Office of Information
[email protected](O)703-692-4718
LT Lesley LykinsDeputy, Emerging Media Integration
Department of the Navy,Office of Information
[email protected](O)703-695-6915
Questions?
Navy Emerging Media on Slidesharewww.slideshare.net/USNavySocialMedia