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Command Use

Navy Social Media

CDR Scott McIlnay, APR

Director, Emerging Media Integration

Dept. of the Navy, Office of Information

Objectives – Command Use

Your chain of command’s role in information release and what you must consider

How to effectively use social media as part of your command’s communication strategy

Social media platforms and their capabilities How to effectively work with your Ombudsmen

and Family Readiness Groups in Social Media

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Chain of Command

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Chain of Command

Everything published online must be released in accordance with the Navy Public Affairs Regulations (SECNAVINST 5720.44B)

Release authority is delegated by both higher command and your commanding officer• Standing public affairs guidance (PAG) by your next

senior command may specify what may or may not be released from subordinate commands

• Anything not expressly prohibited from release may be released in accordance with the PA Regs by your commanding officer or those he or she delegates

Content present on official Navy public websites or social media presences can be shared

Chain of Command

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Accuracy > Speed

We are living in a 24/7 news cycle and speed of information

is very important, but accuracy of information released from official Navy sources is essential.

While we need to do everything we can to publish information as soon as it becomes available, we cannot compromise accuracy for speed.

Chain of Command

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But don’t wait to communicate with your command

DO NOT wait to address an issue of particular relevance to your command!

Comment on the most current information you are able to release showing care and responsiveness to your community and update them as soon as you have new information.

Chain of Command

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Don’t let perfect be the enemy of good enough!

It is up to you to weigh the needs of accuracy with timeliness

Mistakes happen, what you do with them is what makes the difference!

Social media affords you the ability to quickly correct those mistakes

Admit any mistakes, learn from them and use them to better inform your audiences

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Communication Strategy

Your command should have a social media strategy

GoalWhat big picture reason do you have for using social media?

ObjectivesSet realistic & measurable objectives to track progress

Target stakeholdersIdentify the groups you hope to engage

ContentDetermine the story you want to tell and howTIP: Ground content decisions in goals and target audience

SOPCreate a set of standard operating procedures governing

Communications Strategy

To develop a strategy, ask your command:

Whyshould we use social media?

Whodo we want to engage?

Whatare we going to talk about?

Howwill we manage our accounts and who will do it??

Communications Strategy

HINT: Responses to these questions should come directly from your command’s communication strategy/plan

Why should we use social media?

Tip 1 What is your goal?Social media goals should reflect your command’s communication goals.

Tip 2 What are your measurable objectives?Plan for the near, medium & long-term.BONUS: Consider engagement not headcounts of fans.

Communications Strategy

Who do we want to engage?

Be specific! Sailors in our

command Veterans Local community

authorities Local residents Navy families in your

geographic region

Communications Strategy

3. What do we want to talk about?

Tip 1Find topics that interest your stakeholders and achieve your communication goals.

Tip 2 Create a content calendar, providing a quick visual for plansBONUS: Share the calendar across your organization for full communication integration

Tip 3 Be flexible & allow your stakeholders to shape conversation too. Listen to your audience & enable a real dialogue.

Communications Strategy

How is the account managed?

Tip 1Determine most appropriate team to manage account(s).BONUS: Use mix of public affairs, leadership, other personnel.

Tip 2 Determine the right roles and level of access for each manager on each toolBONUS: Have a back-up plan for emergencies.

Tip 3 Develop a standard operating procedure to manage workflow, assign tasks & allow for seamless personnel transitions.

Communications Strategy

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Experiment with different platforms and content

You may not select the best tool for your Navy community right off the bat… maybe your command likes to communicate on Twitter, but not Facebook… or maybe they want to receive updates on their mobile phones. Consider your social media efforts in a constant beta and don’t be afraid to try different methods…

Ask for feedback from your community• Is this how you want us to communicate with you?• Would you like to receive information about XYZ topic

on Facebook, Twitter, via email, via phone call, or another method?

• How can we better communicate with you?

Communications Planning

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Social Media Platforms

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Public affairs capabilities of various social media tools*

Tool Good for ..Facebook Page • Keeping Navy family (Sailors, families, veterans and the public) informed

where they are already active online•Posting and sharing photos, video, links to content and other multimedia•Hosting discussions/gathering feedback•Releasing important information during a crisis

Twitter •Releasing short updates about the command (140 characters or less)•Sharing updates from mobile phone and/or when in an area with limited bandwidth•Releasing important information during a crisis

Blogs (DoDLive, WordPress, Blogger, etc.)

•Posting in-depth updates and content from an individual point of view•Can post photos and video along with text

Flickr •Uploading and sharing photos & videos

YouTube, TroopTube, Vimeo, and other video sharing sites

•Uploading & sharing videos•Easily hosting video to share on websites and other social media

SlideShare, Scribd, ISSUU, or other document sharing site

•Storing and sharing publically releasable documents online such as Sailor Grams, Family Grams, memos, public statements, newsletters, magazines, etc.

Delicious and other social bookmarking sites

•Share news links about the command•Share links of websites about the command

*Not exhaustive

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Social media functions to tools

Adapted from “Social Media Musings by Tom Humbarger,” http://tomhumbarger.wordpress.com/2009/12/16/laying-out-a-framework-for-social-media-strategy/

Public Affairs

Customer Service

Loyalty / Community building

Collaboration

Networking

Thought Leadership

Facebook Fan Page ● ● ● ● ● ●

Twitter ● ● ● ● ● ●

Blog ● ● ●

YouTube (or other video sharing site) ● ● ● ● ●

SlideShare (or other document sharing site)

● ● ● ● ●

Flickr ● ● ●

Delicious (or other bookmarking site) ● ●

Custom social network ● ● ● ● ● ●

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Collaborating with Navy Families

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Key considerations for working with Ombudsmen and FRGs

How are you communicating with families now? What is your command’s relationship with your

Ombudsmen and the Family Readiness Group? Does your command have any social media sites

now? How about your Ombudsmen and FRG? Are you involved or monitoring your Ombudsmen

and or FRG’s use of social media?

Collaborating with Navy families

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Recommendations for working with Ombudsmen and FRGs

Based on experience and observations, it is recommended that a command have a single social media presence on each respective platform (Facebook, Twitter, etc.), with active participation from the ombudsman.

It is also recommended that the ombudsmen use a Facebook profile account (e.g. USS Normandy Ombudsman). This will give you more options in Facebook when working with families and a command and/or Family Readiness Group page.

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Keys to success

Choosing whether to participate Selecting a page name/user account Establish business rules Keeping Your Audience Connected Encouraging Discussion Sharing Command Leadership Participation

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Resources for Ombudsmen and FRGs

There are several resources available for commands, ombudsmen, and family readiness groups:• Ombudsmen Social Media Handbook

Web Version Print Version

• Tips for Safe and Effective Use of Social Media• Family Readiness Groups: Reaching Family Me

mbers Through Facebook

Collaborating with Navy families

Objectives – Command Use

Your chain of command’s role in information release and what you must consider

How to effectively use social media as part of your command’s communication strategy

Social media platforms and their capabilities How to effectively work with your Ombudsmen

and Family Readiness Groups in Social Media

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