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Presented at the 2010 NY National Guard Public Affairs Conference, Saratoga Springs, NY. A look at how social media is changing communication practices and how the military can use social media for communication, community building, and crisis response.
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Navigating the Social Media Minefield
Military communication in the digital age
Presented by Amy MengelNY National Guard Public Affairs ConferenceJanuary 23, 2010
The old way of communication: broadcasting
People are consuming information differently
Teens watch 60% less TV than their parents and spend 600% more time online (Arthur W. Page)
22.4 million people access news daily from a mobile device (Cellular News)
YouTube is third largest search engine
Facebook has 350 million users
3.5 billion pieces of content shared each week on Facebook alone
3.1 million Wikipedia entries
Not just consuming. Creating & interacting
Social Technographics
Expectations for communication are different now
Conversations are happening, whether you participate or not
Tell your story, then let people interact with and share it
It’s no longer about controlling information. Create, nurture, respond
P
O
S
T
PeopleAssess your stakeholders’ social activitiesObjectivesDecide what you want to accomplishStrategyPlan for how relationships will changeTechnologyDecide which social technologies to useCopyright Forrester Research
Forrester’s POST Approach
But can you do this in the military?
Communication
Community Building
Crisis Response
Opportunities for social media in the military
Transmedia Storytelling
Blogs
Videos
Podcasts
Photos
Tweets
Comments
Forums
Aggregation
Statusphere
“Brand Journalism”
Social outposts: Deploy your content
Open, transparent communication
Communication
Community Building
Crisis Response
Opportunities for social media in the military
Nurture a community that participates
Facilitating knowledge exchange
Providing platforms for info and sharing
US Army iPhone app
Community Building
Community Building
Harness existing content and community
Take advantage of what’s out there
Communication
Community Building
Crisis Response
Opportunities for social media in the military
People are media outlets themselves
Fort Hood Shootings
Scott & White Healthcare – Fort Hood
Key Considerations
• Monitor, monitor, monitor• Accuracy and speed are BOTH important• Release information as you confirm it• Use social media to correct
misinformation• News conferences are now for clarifying
information versus releasing it• Okay to say that you don’t have answers
yet
Activate your community in a crisis
Haiti Relief
Have a plan for engaging with negative content
Crisis Response
Nay
United Breaks Guitars
Dominoes Pizza
Motrin Moms
Yea
H&M Clothing Stores
Southwest Airlines
Royal Caribbean
• Sharing and collaboration > broadcasting• Create and seed content across the Web• Tell your story via multiple channels• Leverage what’s already out there• Build a community and engage with it• Monitor always• Establish guidelines
for response
Wrapping Up
Questions?
Photo credits
• http://www.flickr.com/photos/manning999/2119255875/• http://www.flickr.com/photos/larimdame/3003644955/• http://www.flickr.com/photos/soldiersmediacenter/4271795260/• http://www.flickr.com/photos/pinksherbet/3370498053/• http://www.flickr.com/photos/32552054@N04/3047760088/• http://www.flickr.com/photos/chrisstreeter/3674586966/• http://www.flickr.com/photos/dvids/3772132023/• http://www.flickr.com/photos/therefore/18542525/• http://www.flickr.com/photos/yourdon/3088582622/• http://www.flickr.com/photos/hibbert/312177649/• http://www.flickr.com/photos/thomashawk/212469655/• http://www.flickr.com/photos/spodzone/3485953704/• http://www.flickr.com/photos/americanredcross/4291785832/• http://www.flickr.com/photos/smil/3637651409/• http://www.flickr.com/photos/worldbank/3492673802/
