u.s. navy social media landscape overview
TRANSCRIPT
Command Social Media@JasonKellyPAODirector, U.S. Navy Digital Media Engagement
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BASICS
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DEFINED
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ENVIRONMENT
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BY THE NUMBERS
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• 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
ENVIRONMENT CHANGED
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Speed and transparencyNewsworthiness
Public influence and agendas
ENVIRONMENT CHANGED
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ENVIRONMENT CHANGED
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CHALLENGE
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WHY SOCIAL MEDIA?
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EfficientUnmediated
Provides feedback
POLICY
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Department of Defense Instruction (DODI)
8550.01
GUIDELINES
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• 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
CONDUCT
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• Online relationships with subordinates• To friend or not to friend?• Military conduct online• Endorsement of non-government content• Self promotion• Paid submissions• Political discourse
MEASURABLE OBJECTIVES
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EfficientDirect
EngagedTransparent
COMMAND SOCIAL MEDIA RECOMMENDATIONS
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• Have a single command presence• Managing your social media• Communicate with families• Registration
COMMAND SOCIAL MEDIA RECOMMENDATIONS
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• Have a single command presence• Managing your social media• Communicate with families• Registration
DEVELOP A PLAN FOR MANAGING SITES
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• Site administrators• Objectives• Target audiences• Type and frequency of content• Comment policy• Monitoring policy• Releasable
CRISIS SITUATION
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CRISIS SITUATION
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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
CRISIS SITUATION
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CRISIS SITUATION
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During a crisis
• Use all channels• Communicate information as it is released• Listen• Identify and correct misinformation
CRISIS SITUATION
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After a crisis
• Thank community members• Ask for lessons learned• Provide updates
PRIVACY SETTINGS
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• Tailor posts Each post can be tailored to the audience you want to reach.
IMPERSONATION
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• Policies vary social network to social network• Work through public affairs officer to coordinate
support from headquarters public affairs
CONTACT INFORMATION
Jason Kelly
Director, U.S. Navy Digital Media Engagement
703-614-9154
@JasonKellyPAO
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