Social Media 101: Ltc Kevin Arata Director, Online And Social Media Division
This document was uploaded by user and they confirmed that they have the permission to share it. If you are author or own the copyright of this book, please report to us by using this DMCA report form. Report DMCA
Overview
Download & View Social Media 101: Ltc Kevin Arata Director, Online And Social Media Division as PDF for free.
More details
- Words: 1,597
- Pages: 51
Unclassified
Social Media 101 LTC Kevin Arata Director, Online and Social Media Division
Online and Social Media Division
Unclassified
11
Unclassified
Social Media 101 What is your experience level with Social Media? Why social media, why now, why the Army? Why is the Army doing this social media stuff? What platforms is the Army on? What is the Army doing to help us? What’s the real policy, anyway? What can you tell me about what we are allowed to do?
Unclassified
The story of Otto Rohwedder: inventor of sliced bread
Unclassified
Overview • • • •
The changed audience How we approach the problem How we engage How to operate in the new environment
Unclassified
The changed audience
Unclassified
The changed audience • Tastes have changed • More choices + less time = ignored messages
Unclassified
The changed audience Old model of spreading ideas Mass media
Unclassified
The changed audience Used to focus on the middle section
Unclassified
The changed audience Now we must be “remarkable” – Not just neat, but worthy of remark
Unclassified
The changed audience
Unclassified
The changed audience Now PA focuses on the innovators
Unclassified
How we approach the problem
How we approach the problem Unclassified
Army FM 5-0!!! – Army problem solving
How we approach the problem Unclassified
• Step 1: Identify the problem – Media has changed – DoD Principles of Information urges us forward – We need to reevaluate our practices
How we approach the problem Unclassified
• Step 2: Gather information – DoD Principles of Information states we need to “constantly review media products” – Investigate all social media tools – Stay as current as possible
How we approach the problem Unclassified
• Step 3: Develop criteria – What is your org goal? – What is your command intent? – How does it fit in with your org? • Cost? Free? • Tech staff? • Policies?
How we approach the problem Unclassified
• Step 4: Generate possible solutions – Which socmed tools will work for you? • • • • • •
Blogs? Podcasting? Feeds (RSS)? Wikis? Social networks? Content sharing sites (YouTube, Flickr)?
How we approach the problem Unclassified
• Step 5: Analyze possible solutions – Hosted externally/internally? – Does it meet your functional requirements? – Easy to operate/maintain?
How we approach the problem Unclassified
• Step 6: Compare possible solutions – Make suggestion(s) – Brief command – Get input/feedback
How we approach the problem Unclassified
• Step 7: Implement the decision – Make the call – Plan out how it will be implemented – Plan training on changes to SOPs
Unclassified
How we engage
Unclassified
How we engage • Innovators spread the message • DINFOS example of “veterans” – Otaku
Unclassified
How we engage • Viral marketing leverages otaku – Forwarded email phenomena
• Riskiest thing now is to play it safe • “Safe” is on the fringes w/ social media – Free and complimentary to the mission – President, DoD, flag officers all want it • Intent already exists
– Junior troops already using it – What’s the real risk?
Unclassified
How to operate in the new environment
Unclassified
How to operate • PA roles have shifted – Content creation Content management – Empower troops to participate • It’s their story you used to tell; help them tell it themselves
• Not a replacement of current practices; but an amplification – Reach more with less
Unclassified
How to operate • PA policies still apply, must be shared with troops at all levels – OPSEC – Libel – Slander
Social Media 101 Examples of engagement: Twitter, YouTube, Flickr, Facebook
From Army News to Twitter WWW.TWITTER.COM/USARMY
• Twitter is a microblogging tool that updates in 140 characters or less. • Updates are often referred to as “Tweets.”
@USArmy on Twitter WWW.TWITTER.COM/USARMY
• This article was submitted to CORE on 29 DEC by a USAREC PAO. • @USArmy tweeted the link to the article on the same day. • Views: 1,360 followers • Clicks: 200 worldwide • Reached an audience that may have not stumbled upon this article.
Interaction & Feedback on Twitter WWW.TWITTER.COM/USARMY
Users can easily share their Feedback using Twitter.
Implement: Twitter & PAOs WWW.TWITTER.COM/USARMY
How to use Twitter as a PAO Bounce ideas off of other PAOs Gain feedback from your audience Promote the Army story locally, nationally and internationally Solicit information for stories Monitor trending topics
YouTube - video sharing WWW.YOUTUBE.COM
•
•
•
YouTube is the #1 most popular video-sharing Web site Watch, comment and share your favorite video clips Even upload your own videos!
YouTube - video sharing WWW.YOUTUBE.COM/SOLDIERSMEDIACENTER
• The Army YouTube page allows a greater audience to view video products from SRTV, AFN, DVIDS, and more • Video Embed Codes allow easy posting of each Army video on blogs, person Web sites, and social media networks •YouTube also allows comments, which provides quicker and easier feedback
Implement: YouTube & PAOs WWW.YOUTUBE.COM/YOURNAMEHERE
How to use YouTube as a PAO View videos for research Upload your videos Embed videos in your stories Grow your audience Reach out to a community of video producers and commenters Get content on ARMY.MIL
Flickr - photo sharing WWW.FLICKR.COM
• Flickr “is almost certainly the best online photo management sharing application in the world” •A community of about 5,762 photos uploaded per minute •View, comment, favorite, share and upload your field photography
Flickr - photo sharing WWW.FLICKR.COM/SOLDIERSMEDIACENTER
•
The Army Flickr page allows a larger audience to view photos from DVIDS, defenselink and more • Links back to ARMY.MIL • Gets fast feedback from comments
Implement: Flickr & PAOs WWW.FLICKR.COM/SOLDIERSMEDIACENTER
How to use Flickr as a PAO Gather public domain images for your stories Post your own photography from the field Build relationships in the photo community Share ideas, create groups, comment, make friends Link back to your site/story to gain more publicity Other ideas brainstorm…
Facebook- connect & share WWW.FACEBOOK.COM/USARMY
More than 200 million active users 4 million users become fans of Pages each day Largest demographic: 18-24 Fastest growing demographic: 35-54
Facebook- connect & share Showcase additional
WWW.FACEBOOK.COM/USARMY
Share information
resources
Facilitate discussion
Implement: Facebook & PAOs WWW.FACEBOOK.COM/USARMY
How to use Facebook as a PAO Share your organization’s unique story Keep in touch with family & friends, build relationships Raise awareness for your mission Act as a landing page for your additional sites
Unclassified
Army On-line and Social Media Engagement Case Studies Using social media to build community
Online and Social Media Division
Unclassified
41
Unclassified
Blogger’s Blogger’s Roundtables Roundtables Blogger’s Roundtables are phone interviews with bloggers and Army subject-matter experts. They have proven to be a very successful means of telling the Army’s story. The Department of Defense New Media Division initiated the blogger’s roundtable concept. Army Public Affairs now coordinates and facilitates one to five blogger’s roundtables per week in order to reach out to this increasingly influential audience. The Secretary of the Army has done three blogger’s roundtables since March. www.defenselink.mil/blogger
Online and Social Media Division
Unclassified
42
Unclassified
Electronic Electronic Warfare Warfare Blogger’s Blogger’s Roundtable Roundtable
Online and Social Media Division
Unclassified
43 43
Unclassified
Blog Blog Engagement Engagement Pushing the envelope… Bloggers = Informal Honest Editorial They will publish anything you send them – including your pitch. So, you have to make it interesting and appropriate.
Online and Social Media Division
Unclassified
44 44
Unclassified
Blog Talk Radio (www.blogtalkradio.co m/United-StatesArmy) and other Web Radio programs allow you to host your own show with just a telephone and an Internet connection
Online and Social Media Division
Unclassified
45
Unclassified
www.facebook.com/USArmy www.facebook.com/USArmy •Dozens of commands, installations and organizations across the Army now use Facebook as a means to reach out the build community. •As one of the fastest growing social networking sites, Facebook has allowed Army Public Affairs officers to plug into an existing network filled with young people.
Online and Social Media Division
Unclassified
46 46
Unclassified
Commands Commands on on Facebook Facebook A fan page can be a value added way for leaders or commands to connect with Soldiers or Family members.
Online and Social Media Division
Unclassified
47 47
Unclassified
Using Using Twitter Twitter as as a a spokesperson spokesperson
•Quick media queries •Pitches •Linking queries with subject-matterexperts
Online and Social Media Division
Unclassified
48 48
Unclassified
Old Old Guard Guard on on Twitter Twitter “MISSION: 4th Battalion 3rd US Infantry will initiate the use of Twitter as a secondary communication system 04 APR 09 for all officers 1SGs and all necessary personnel” •
Online and Social Media Division
Old Guard on Twitter
Standard unit SOP designates user names: “TOG43A6” = 4th BN Alpha CO CDR • Mandatory for 1SGs and above to register • “Praise Tweets”: “With ceremonial TNG this week I am extremely proud of everyone and our performance” •Used to chastise performance: “I will have CPT Bartran check your stance and bearing the next time…” Unclassified
49 49
Unclassified
Don’t Don’t Forget
• Just because we’re encouraging these tools, doesn’t mean your command/commander/office needs to engage on each of these platforms. • As MG Bergner referenced yesterday, you can’t just engage, you have to be relevant in the spaces in which you do engage.
Online and Social Media Division
Unclassified
50 50
Unclassified
LTC Kevin Arata, Director, Online and Social Media Division – [email protected]; 703.697.1849
SSG (P) Josh Salmons, Defense Information School – [email protected]; 301.385.1266
Lindy Kyzer, Online and Social Media Division – [email protected]; 703.697.4314
Meghan McCormick, Ctr. Online and Social Media Division – [email protected]; 703.602.7632
Emma Dozier, Ctr. Online and Social Media Division – [email protected]; 703.602.6425
Online and Social Media Division
Unclassified
51 51
Social Media 101 LTC Kevin Arata Director, Online and Social Media Division
Online and Social Media Division
Unclassified
11
Unclassified
Social Media 101 What is your experience level with Social Media? Why social media, why now, why the Army? Why is the Army doing this social media stuff? What platforms is the Army on? What is the Army doing to help us? What’s the real policy, anyway? What can you tell me about what we are allowed to do?
Unclassified
The story of Otto Rohwedder: inventor of sliced bread
Unclassified
Overview • • • •
The changed audience How we approach the problem How we engage How to operate in the new environment
Unclassified
The changed audience
Unclassified
The changed audience • Tastes have changed • More choices + less time = ignored messages
Unclassified
The changed audience Old model of spreading ideas Mass media
Unclassified
The changed audience Used to focus on the middle section
Unclassified
The changed audience Now we must be “remarkable” – Not just neat, but worthy of remark
Unclassified
The changed audience
Unclassified
The changed audience Now PA focuses on the innovators
Unclassified
How we approach the problem
How we approach the problem Unclassified
Army FM 5-0!!! – Army problem solving
How we approach the problem Unclassified
• Step 1: Identify the problem – Media has changed – DoD Principles of Information urges us forward – We need to reevaluate our practices
How we approach the problem Unclassified
• Step 2: Gather information – DoD Principles of Information states we need to “constantly review media products” – Investigate all social media tools – Stay as current as possible
How we approach the problem Unclassified
• Step 3: Develop criteria – What is your org goal? – What is your command intent? – How does it fit in with your org? • Cost? Free? • Tech staff? • Policies?
How we approach the problem Unclassified
• Step 4: Generate possible solutions – Which socmed tools will work for you? • • • • • •
Blogs? Podcasting? Feeds (RSS)? Wikis? Social networks? Content sharing sites (YouTube, Flickr)?
How we approach the problem Unclassified
• Step 5: Analyze possible solutions – Hosted externally/internally? – Does it meet your functional requirements? – Easy to operate/maintain?
How we approach the problem Unclassified
• Step 6: Compare possible solutions – Make suggestion(s) – Brief command – Get input/feedback
How we approach the problem Unclassified
• Step 7: Implement the decision – Make the call – Plan out how it will be implemented – Plan training on changes to SOPs
Unclassified
How we engage
Unclassified
How we engage • Innovators spread the message • DINFOS example of “veterans” – Otaku
Unclassified
How we engage • Viral marketing leverages otaku – Forwarded email phenomena
• Riskiest thing now is to play it safe • “Safe” is on the fringes w/ social media – Free and complimentary to the mission – President, DoD, flag officers all want it • Intent already exists
– Junior troops already using it – What’s the real risk?
Unclassified
How to operate in the new environment
Unclassified
How to operate • PA roles have shifted – Content creation Content management – Empower troops to participate • It’s their story you used to tell; help them tell it themselves
• Not a replacement of current practices; but an amplification – Reach more with less
Unclassified
How to operate • PA policies still apply, must be shared with troops at all levels – OPSEC – Libel – Slander
Social Media 101 Examples of engagement: Twitter, YouTube, Flickr, Facebook
From Army News to Twitter WWW.TWITTER.COM/USARMY
• Twitter is a microblogging tool that updates in 140 characters or less. • Updates are often referred to as “Tweets.”
@USArmy on Twitter WWW.TWITTER.COM/USARMY
• This article was submitted to CORE on 29 DEC by a USAREC PAO. • @USArmy tweeted the link to the article on the same day. • Views: 1,360 followers • Clicks: 200 worldwide • Reached an audience that may have not stumbled upon this article.
Interaction & Feedback on Twitter WWW.TWITTER.COM/USARMY
Users can easily share their Feedback using Twitter.
Implement: Twitter & PAOs WWW.TWITTER.COM/USARMY
How to use Twitter as a PAO Bounce ideas off of other PAOs Gain feedback from your audience Promote the Army story locally, nationally and internationally Solicit information for stories Monitor trending topics
YouTube - video sharing WWW.YOUTUBE.COM
•
•
•
YouTube is the #1 most popular video-sharing Web site Watch, comment and share your favorite video clips Even upload your own videos!
YouTube - video sharing WWW.YOUTUBE.COM/SOLDIERSMEDIACENTER
• The Army YouTube page allows a greater audience to view video products from SRTV, AFN, DVIDS, and more • Video Embed Codes allow easy posting of each Army video on blogs, person Web sites, and social media networks •YouTube also allows comments, which provides quicker and easier feedback
Implement: YouTube & PAOs WWW.YOUTUBE.COM/YOURNAMEHERE
How to use YouTube as a PAO View videos for research Upload your videos Embed videos in your stories Grow your audience Reach out to a community of video producers and commenters Get content on ARMY.MIL
Flickr - photo sharing WWW.FLICKR.COM
• Flickr “is almost certainly the best online photo management sharing application in the world” •A community of about 5,762 photos uploaded per minute •View, comment, favorite, share and upload your field photography
Flickr - photo sharing WWW.FLICKR.COM/SOLDIERSMEDIACENTER
•
The Army Flickr page allows a larger audience to view photos from DVIDS, defenselink and more • Links back to ARMY.MIL • Gets fast feedback from comments
Implement: Flickr & PAOs WWW.FLICKR.COM/SOLDIERSMEDIACENTER
How to use Flickr as a PAO Gather public domain images for your stories Post your own photography from the field Build relationships in the photo community Share ideas, create groups, comment, make friends Link back to your site/story to gain more publicity Other ideas brainstorm…
Facebook- connect & share WWW.FACEBOOK.COM/USARMY
More than 200 million active users 4 million users become fans of Pages each day Largest demographic: 18-24 Fastest growing demographic: 35-54
Facebook- connect & share Showcase additional
WWW.FACEBOOK.COM/USARMY
Share information
resources
Facilitate discussion
Implement: Facebook & PAOs WWW.FACEBOOK.COM/USARMY
How to use Facebook as a PAO Share your organization’s unique story Keep in touch with family & friends, build relationships Raise awareness for your mission Act as a landing page for your additional sites
Unclassified
Army On-line and Social Media Engagement Case Studies Using social media to build community
Online and Social Media Division
Unclassified
41
Unclassified
Blogger’s Blogger’s Roundtables Roundtables Blogger’s Roundtables are phone interviews with bloggers and Army subject-matter experts. They have proven to be a very successful means of telling the Army’s story. The Department of Defense New Media Division initiated the blogger’s roundtable concept. Army Public Affairs now coordinates and facilitates one to five blogger’s roundtables per week in order to reach out to this increasingly influential audience. The Secretary of the Army has done three blogger’s roundtables since March. www.defenselink.mil/blogger
Online and Social Media Division
Unclassified
42
Unclassified
Electronic Electronic Warfare Warfare Blogger’s Blogger’s Roundtable Roundtable
Online and Social Media Division
Unclassified
43 43
Unclassified
Blog Blog Engagement Engagement Pushing the envelope… Bloggers = Informal Honest Editorial They will publish anything you send them – including your pitch. So, you have to make it interesting and appropriate.
Online and Social Media Division
Unclassified
44 44
Unclassified
Blog Talk Radio (www.blogtalkradio.co m/United-StatesArmy) and other Web Radio programs allow you to host your own show with just a telephone and an Internet connection
Online and Social Media Division
Unclassified
45
Unclassified
www.facebook.com/USArmy www.facebook.com/USArmy •Dozens of commands, installations and organizations across the Army now use Facebook as a means to reach out the build community. •As one of the fastest growing social networking sites, Facebook has allowed Army Public Affairs officers to plug into an existing network filled with young people.
Online and Social Media Division
Unclassified
46 46
Unclassified
Commands Commands on on Facebook Facebook A fan page can be a value added way for leaders or commands to connect with Soldiers or Family members.
Online and Social Media Division
Unclassified
47 47
Unclassified
Using Using Twitter Twitter as as a a spokesperson spokesperson
•Quick media queries •Pitches •Linking queries with subject-matterexperts
Online and Social Media Division
Unclassified
48 48
Unclassified
Old Old Guard Guard on on Twitter Twitter “MISSION: 4th Battalion 3rd US Infantry will initiate the use of Twitter as a secondary communication system 04 APR 09 for all officers 1SGs and all necessary personnel” •
Online and Social Media Division
Old Guard on Twitter
Standard unit SOP designates user names: “TOG43A6” = 4th BN Alpha CO CDR • Mandatory for 1SGs and above to register • “Praise Tweets”: “With ceremonial TNG this week I am extremely proud of everyone and our performance” •Used to chastise performance: “I will have CPT Bartran check your stance and bearing the next time…” Unclassified
49 49
Unclassified
Don’t Don’t Forget
• Just because we’re encouraging these tools, doesn’t mean your command/commander/office needs to engage on each of these platforms. • As MG Bergner referenced yesterday, you can’t just engage, you have to be relevant in the spaces in which you do engage.
Online and Social Media Division
Unclassified
50 50
Unclassified
LTC Kevin Arata, Director, Online and Social Media Division – [email protected]; 703.697.1849
SSG (P) Josh Salmons, Defense Information School – [email protected]; 301.385.1266
Lindy Kyzer, Online and Social Media Division – [email protected]; 703.697.4314
Meghan McCormick, Ctr. Online and Social Media Division – [email protected]; 703.602.7632
Emma Dozier, Ctr. Online and Social Media Division – [email protected]; 703.602.6425
Online and Social Media Division
Unclassified
51 51
Related Documents
Social Media 101
December 2019 8
Social Media Aggregation 101
June 2020 5
Bnn And Social Media
June 2020 25
Social Media In Education
December 2019 36