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DoD LIVE!. QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans. - PowerPoint PPT Presentation
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DoDLIVE!
QDR of 2006 to the DTM of 2010
DoD and Social Media:
The Clash of the Titans
It is the policy of the Department of Defense to make available timely and accurate information so that the public, Congress, and the news media may assess and understand facts about national security and defense strategy.
(Joint Publication 3-61 Public Affairs, 9 May 2005)
QDR of 2006Strategic Communication Roadmap
Develop the ability to communicate in a 24/7 New Media environment
Commander’s Intent:
From the pointy end-of-the-spear
to the comfy end-of-the-couch
QDR of 2006Strategic Communication Roadmap
Develop the ability to communicate in a 24/7 New Media environment
Lessons We’re Learning
• How does a man in a cave out communicate the world’s leading communication society? – Ambassador Richard Holbrooke, Washington Post op-ed, Oct. 28, 2001
• How do you get published when your story doesn’t rise to the level of “news?”
Lessons We’re Learning
• How do you get published when your story doesn’t rise to the level of “news?”
• To whom are you talking and who needs to hear you?
Lessons We’re Learning
• How do you get published when your story doesn’t rise to the level of “news?”
• To whom are you talking and who needs to hear you?
• Who’s telling your story?
Lessons We’re Learning
Project for Excellence in Journalism 2008Project for Excellence in Journalism 2008 "State of the American News Media" Study "State of the American News Media" Study
Examined 70,000 stories from 2007 and Americans’ interest in particular topics vs. actual news coverage devoted to them
Public Interest vs. Media Coverage 2007
Source: PEJ, A Year in the News, 2007
Project for Excellence in Journalism 2009Project for Excellence in Journalism 2009 "State of the News Media” Study "State of the News Media” Study
Audiences Turn to Cable and Web
Percentage Change in Audience, 2007 to 2008, Across Media
Source: PEJ, A Year in the News, 2007
ONLINE DYNAMICS
• Impact of television
• Immediacy of radio
• Depth of print
• Endurance of books
Lessons We’re Learning
Defining Terms:
• Information at rest will remain at rest unless acted upon by an external force.
Lessons We’re Learning
Defining Terms:
• Information at rest will remain at rest unless acted upon by an external force.
• Communication is information in action.
Lessons We’re Learning
Defining Terms:
• What is the AUDIENCE?
Lessons We’re Learning
Defining Terms:
• What is the AUDIENCE?– a: a group of listeners or spectators
(http://www.merriam-webster.com/dictionary)
Lessons We’re Learning
Defining Terms:
• What is the AUDIENCE?– a: a group of listeners or spectators– b: a reading, viewing, or listening public
(http://www.merriam-webster.com/dictionary)
Lessons We’re Learning
Defining Terms:
• What is the AUDIENCE?– a: a group of listeners or spectators– b: a reading, viewing, or listening public– c: a formal hearing or interview
(http://www.merriam-webster.com/dictionary)
Lessons We’re Learning
Defining Terms:
• What is the AUDIENCE?– a: a group of listeners or spectators– b: a reading, viewing, or listening public– c: a formal hearing or interview– d: an opportunity of being heard
(http://www.merriam-webster.com/dictionary)
Lessons We’re Learning
SPECTATOR
OR
PARTICIPANT?
Lessons We’re Learning
•BOTH
Lessons We’re Learning
TARGET AUDIENCE?
Lessons We’re Learning
PUBLICPUBLIC
CENTER MASS
External/Vertical
Internal/Vertical
Internal/HorizontalExternal/Horizontal
CNN/FOX/BBCNYT/WSJ/WaPoLocal Radio/TV/Newspapers
Soldiers Magazine
Military R
eviewParam
eters
DefenseLinkArmy.mil
Stand To
Military T
imes G
roupJanesD
efense Week
The Effect
YOUYOU
How News Happens, Journalism.org
Pew Research: How News Happens
How News Happens, Journalism.org
Pew Research: How News Happens
DoDLive Bloggers Roundtable
DoDLive Bloggers Roundtable
DoDLive Bloggers Roundtable
DoDLive Bloggers Roundtable
Defense.gov
DoD Social Media Hub
DTM of 2010
DTM 09-026: Responsible and Effective use of Internet-Based Capabilities
• The NIPRNET shall be configured to provide access to Internet-based capabilities across all DoD Components.
• Commanders at all levels and Heads of DoD Components shall continue to defend against malicious activity affecting DoD networks (e.g., distributed denial of service attacks, intrusions) and take immediate and commensurate actions, as required, to safeguard missions (e.g., temporarily limiting access to the Internet to preserve operations security or to address bandwidth constraints).
DTM of 2010
• Commanders at all levels and Heads of DoD Components shall continue to deny access to sites with prohibited content and to prohibit users from engaging in prohibited activity via social media sites (e.g., pornography, gambling, hate-crime related activities).
DTM of 2010
DTM of 2010
• All use of Internet-based capabilities shall comply with paragraph 2-301of Chapter 2 of the Joint Ethics Regulation (Reference (b)) and the guidelines.
DTM of 2010
What’s Changed?
• We now have a POLICY statement
DTM of 2010
What’s Changed?
• We now have a POLICY statement
–We can now budget for expansion
DTM of 2010
What’s Changed?
• We now have a POLICY statement
–We can now budget for expansion
–Train our troops
DTM of 2010
What’s Changed?
• We now have a POLICY statement
–We can now budget for expansion
–Train our troops
–Teach them to train their families
What Next?
• How do we go from
to
Jack Holt Jack Holt Senior Strategist for Emerging MediaSenior Strategist for Emerging Media
[email protected] [email protected]
Questions?Questions?
