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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
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The old way of communication: broadcasting
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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
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Social Technographics
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Expectations for communication are different now
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Conversations are happening, whether you participate or not
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Tell your story, then let people interact with and share it
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It’s no longer about controlling information. Create, nurture, respond
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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
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But can you do this in the military?
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Communication
Community Building
Crisis Response
Opportunities for social media in the military
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Transmedia Storytelling
Blogs
Videos
Podcasts
Photos
Tweets
Comments
Forums
Aggregation
Statusphere
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“Brand Journalism”
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Social outposts: Deploy your content
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Open, transparent communication
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Communication
Community Building
Crisis Response
Opportunities for social media in the military
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Nurture a community that participates
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Facilitating knowledge exchange
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Providing platforms for info and sharing
US Army iPhone app
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Community Building
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Community Building
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Harness existing content and community
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Take advantage of what’s out there
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Communication
Community Building
Crisis Response
Opportunities for social media in the military
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People are media outlets themselves
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Fort Hood Shootings
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Scott & White Healthcare – Fort Hood
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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
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Activate your community in a crisis
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Haiti Relief
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Have a plan for engaging with negative content
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Crisis Response
Nay
United Breaks Guitars
Dominoes Pizza
Motrin Moms
Yea
H&M Clothing Stores
Southwest Airlines
Royal Caribbean
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• 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
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Questions?
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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/