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Social Media for the Military
20 November 2014
for
Public Affairs in International Operations Course.
The views expressed by David during the following presentation
DOES NOT IN ANY WAYreflect the views of the:
United Kingdom,United Nations,
any National Governments,NATO (SFOR, KFOR, ISAF) etc
(the list is not exhaustive).
Who am I?
Digital Storyteller
Thought Leader
Change Agent
Social Media Trainer
Digital Native
I am NOT a:
A Social Media Expert
Social Media Guru
Social Media Ninja
Creativity
Children have it in them until its Bullied Out
So what's on the Menu for Today?
An introduction to Social Media for Operations.
Talking Tanks, Horses and Wooden Aircraft.
Looking at the effects DNA is having on SM in Military Ops.
Why Social Media is VITAL to you.
PLUS
An interesting “Sneak Peak”
Today we are going to create some
CHANGE AGENTS
Virtual/Digital
Social Media/Social Sharing
The Value Exchange.
Transparency =
Believability =
Credibility
Today's Value Exchange.
You get some Solid Advice
I get (hopefully) some more Followers/Viewers
The Problem 1.
Academics and
Theorists contaminate the Military Social Media
space.
The Problem 2.
A Professional built the
Titanic, an Amateur built the Ark.
The Problem 3.
We Need to think what is Engagement?
What do we really want to achieve
Social Networks can provide you with:
Added information from within mission areas for better coordination with supporting stakeholders.
Tracking REALISTIC current social trends for better understanding of the Target Audience(s).
Helping to connect Target Audience(s) with the relief resources like food, water, etc.
The rush to start using social media tools though
MUST NOT
outweigh the need to develop a social media engagement strategy!
Coca-Cola Journey to Work
“Coca-Cola is the most popular and biggest-selling
soft drink in history, as well as the best-known brand in the
world.
Digital Communications.
THINK
First World countries with Third World Technology
Third World countries with First World Technology
Somalia?
Mobile Networks?
AMISOM
Technology races these days
Strategy Tips
Considerations
What is the specific organisational need that Social Media could help meet?
How many hours a week do we believe we need to spend on Social Media Activities?
What do we believe can go wrong?
Organisational Culture
Social Media Engagement has to match:
“How we work around here”
But needs to reflect the needs of the community of interest.
Flash To Bang times (sign off delegation?)
YOUR Influence Activity
Make sure you have 100% “buy-in” from the C2 (Management).
The C2 (Management) believe in Social Media!
The C2 (Management) understand this is a
long-term effort.
The C2 (Management) Endorses the Strategy!
Pause that Thought
Do we mean C2 as in Command and Control?
OR
Control and Command?
Rethinking OPSEC
In the Social Sharing world WE need to use information too.
It's ALL about Engagement
The Target Environment (where our Tribe of Interest Lives)
Who is the tribe? Who are we engaging with?
How do they use social media?
It TAKES TIME to build the organisational presence on
the web!
Tools will not cost but resources are needed and
TIME.
Inbound vs Outbound
A tip to not messing up on SM.
When using SM think like you are a Brand.
Brands and Products Influence in our modern world.
Whatever you think, so do you when you post on SM.
So think about bad brand awareness.
Think about airstrikes going wrong, your organisation messing up.
“Communication, whether inbound or outbound, is now powered by conversations, and the best
communicators always start as the best listeners.
And the best listeners are those who empathise while they are listening.“
Brian Solis
V.I.T.A.L
V.I.T.A.L
content
Video, Images, Text, Audio, Links
Tools are being developed
Social Media
A Commanders thoughts
Something to think about:
Transparency is the way ahead
You can not not influence
In Afghanistan it could be NATO failed because:
Insurgents use Information backed with HARD power
NATO uses HARD power supported by Information
PLUS
Insurgents win EVERY time as they are culturally aware and they speak the way the audience understands.
Any questions?
