navy social media network (mar 2010: links and data may be outdated)
DESCRIPTION
TRANSCRIPT
SOCIAL MEDIA SNAPSHOT
NAVY SOCIAL MEDIA NETWORK
The Navy Social Media Directory and email distribution list
• There are nearly 400 POCs
on the Navy
social media distribution list
representing the more than 170
commands on the social media
directory, plus others.
• Some ways the directory and email
distribution can work for you:
– Become a fan/follower/subscriber of the
commands and units listed on the social
media directory—many with multiple
social media presences,
http://www.navy.mil/media/smd.asp
– Follow all official Navy Twitter accounts
in one step by following the
@NavyNews
list,
http://twitter.com/NavyNews/navy‐
deck‐log
– Coordinate with CHINFO on using the
distribution list to further distribute
Navy‐interest content
Tagging users/pages on Facebook engages other Navy social media
POCs
without emailing the distribution list
To “tag”
(or copy) another user or Page:• Type “@”
and their username/Page
name in the same text box where you
are typing in your update
• A drop down of suggested names will
appear (if it does not appear, wait a
few seconds, or refresh your page)
• Select the one you want to tag and it
will automatically hyperlink to that
page (You must be a fan/friend of the
page you want to tag)
• The “@”
symbol will disappear when
you select the user name
• The update will appear on your page
(as usual) AND on the page of the
tagged user(s)
• Comments and “likes”
will only appear
on your original post
Answering questions or adding to discussions on other Navy pages
when content is “within your lane”
is encouraged
• As appropriate, page
administrators hand off questions
to the appropriate subject matter
expert and/or the person with
release authority to respond to
specific questions or comments
• If you are a subject matter expert,
don’t wait to be asked, please join
in the conversation!
• If you have questions on whether
you should comment on a post in
an official capacity, ask your
command’s Public Affairs Officer
• EXAMPLE: MCPON commented
on the U.S. Navy Facebook page
providing leadership on an area of
his expertise
Profile of the U.S. Navy Page–
what you can expect when U.S. Navy
Page features your page/content
• Most active fans are Navy veterans; 17‐24 yr olds looking to
join the Navy; or parents/siblings of Sailors
• 95,000+ fans and growing
• Fan base mostly in the U.S., but spans across the globe
• Navy Reserve promotion received 204,701 impressions and
increased Navy Reserve fan base by 4 fans
• US Navy Life promotion received 117,533 impressions and
increased Navy Life fan base by 270 fans
*We encourage you to make us aware of relevant, quality
content that may be of value to the U.S. Navy Facebook
page fan base, so we may consider for posting, but please
note we may not be able to post every request.*
To extend the reach of the Fleet and Family Support
message, CHINFO tapped into Navy social media network
• Sent email to social media
distribution list with request to
share FFSP message on official
Facebook Pages
• 13 additional Navy Facebook Pages
re‐posted message
• Extended the reach of FFSP’s
message to 5 major Navy
geographic hubs (Japan, Hawaii,
Norfolk, San Diego, Naples)
CHINFO FFSP Tests Extended Navy Network
The message would have received decent reach and
interaction on Facebook without the request for
help…
CommentsLikes FansFleet and Family Support Program 46 23 5621US Navy 28 181 91623
Reach and Feedback 74 204 97244
CHINFO FFSP Tests Extended Navy Network
…but achieved extended reach as a
result of CHINFO email distribution (minimal & shared effort)
Comments Likes FansFleet and Family Support Program 46 23 5621
Comments Likes FansUS Navy 28 181 91623
AFN Napes 0 0 1133Commander Fleet Activities Yokosuka 0 0 1431USS Blue Ridge 0 6 1882Navy Region Hawaii 0 6 1397Naval Chaplaincy School 0 1 327Secretary of the Navy 0 1 117Commander, US Pacific Fleet 0 2 1435Submarine Group Ten 4 4 833Navy Expeditionary Combat Command 0 3 1876Joint Expeditionary Base Little Creek 0 0 124SPAWA Systems Center Pacific 0 1 1456PERS-41: Surface Warfare Officer Assignments 0 1 833NOSC Raleigh 0 1 159
Additional feedback and reach from email 4 26 13003
Total feedback and reach 78 230 110247
• Reached 13% more
people on Facebook alone• Extended reach to 5 major Navy geographic hubs• Reached 13% more
people on Facebook alone• Extended reach to 5 major Navy geographic hubs
CHINFO FFSP Tests Extended Navy Network
We can do more to leverage the Navy
communications network by using other tools
and syncing up Web 1.0 and Web 2.0 presences
• Provide link to original news release or
other source content‐
Navy.mil
story or
other source
• If no news release exists, consider a blog
post on an official blog property
• Post coordinated content to website (on
homepage) to reinforce consistent
messaging and send fans to place where
they may obtain additional, value‐added
information
• Post updates to official Twitter accounts
linking to key information
CHINFO FFSP Tests Extended Navy Network
Lessons Learned/ Next Steps
Best Practices•
Linking back to Facebook fan page where
original content was posted drives traffic
to the source
•
Requesting help in spreading important
messages should be done when message
is relevant across commands/units
•
Respond to posts on other Navy pages
when you are a subject matter expert on
the topic
•
Use all social media presences to push the
message to maximum number of
followers (i.e. Facebook, Twitter, Blog,
YouTube, etc)
Next Steps• Test concept again with next
announcement/news item that is relevant
across several commands/units
• Provide several outlets for sharing
including Facebook, Twitter, Blogs, Email‐
to‐a‐friend, and Bookmarking
• Loop back with commands who shared
message to thank them for their support
and ask how we can better support them
• CHINFO will be working to “tag”
our distro
list for more targeted message
distribution
• Seek alternative methods of reaching
command social media points of contact
after hours, besides through email.