Social Media Under Fire


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Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by Feel free to use and reuse with attribution. Thanks!

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Social Media Under Fire

  1. 1. Social Media Under Fire Emerging Media in Matters of Life and Death USMC PA Conference PHOTO: (Aug. 12, 2010) Marine August 24, 2010 - Reno and Mil Blogger Jeremy Vought in route to Wardak Province on @ericschwartzman an Army Blackhawk to cover US Army Gen. Petraeus. Photo from his Facebook profile pictures.
  2. 2. “Combat isn’t where you might die—though that does happen—it’s where you find out whether you get to keep on living.” ~ Sebastian Junger, author, War 2
  3. 3. “Americans are not very good at remembering. Our endless capacity to focus on the future rather than the past is one of our great national virtues— and one of our great national vices.” ~ Jon Meachem, Editor-in-Chief, Newsweek 3
  4. 4. “…the permanent memory bank of the web means there are no second chances…Now the worst thing you’ve done is often the first thing everyone knows about you.” ~ Viktor Mayer-Schonberger, CyberScholar 4
  5. 5. It’s Not Just about the Future 5
  6. 6. It’s About Uncovering the Past Too 6
  7. 7. Uncovering the Past Online 7
  8. 8. Topography in Google Maps 8
  9. 9. 9
  10. 10. The Past in Kandahar 10
  11. 11. Monitoring the Past in Google Reader 11
  12. 12. Winning Trust and Confidence by Beth Rankin by Glen Kirk by lil’bear Invest time looking for fence sitters who express themselves in social media -- doubters who might be turned into believers through conversation. 12 Inspired by “Twitterville” – Pg. 51
  13. 13. Our Adversaries are Building Communities 13
  14. 14. The Origin of Social Media at DoD
  15. 15. The Origin of Social Media at DoD Point of Contact for the DoD Bloggers Roundtable: US Navy Lt jennifer Cragg,
  16. 16. Chairman of the Joint Chiefs SM Goals for 2010 Site Goal for Sept. 2010 Stats Joint Staff Website 75,000 pages views/day Twitter 25,000 followers Facebook 13,000 fans YouTube 2,000 views/month iTunes 25,0000 downloads per month Flickr 50,000 picture views/month Chairman’s Corner Blog 45,000 page views/day
  17. 17. Social Media Strategy FB Page MySpace Podcast Twitter Website Blog YouTube Flickr
  18. 18. The Streisand Effect 18
  19. 19. 19
  20. 20. The first fifteen bytes of the 09 F9 key are contained in the RGB encoding of the five colors, with each colour providing three bytes of the key. The sixteenth byte "C0" is appended in the lower right corner. 20
  21. 21. 21
  22. 22. Brandjacking
  23. 23. Brandjacking
  24. 24. Brandjacking
  25. 25. Facebook Faulters Dealing with High- Levels of Feedback
  26. 26. Facebook Faulters
  27. 27. 27
  28. 28. 28
  29. 29. Case Study: IDF Flotilla Raid View Count
  30. 30. Case Study: Consumer Generated News Coverage View Count
  31. 31. Case Study: IDF Public Affairs Response View Count
  32. 32. Case Study: Flickr Photo Stream
  33. 33. Case Study: IDF Flotilla Raid Insights • The public has a short attention span and is resistant to complex explanations, however logical they may be so communicators must learn to drip their message into status updates. • The IDF may have completed their military operation successfully, but the incident wound up emboldening the cause of anti-Israel activists and prompting calls for the US to reassess its aid to the Jewish State. • The declassification process puts military forces at a distinct disadvantage. May 29 May 31 June 2 June 3 June 15 BBC Al Jazeera CBS Young Turks IDF PA
  34. 34. Case Study: The Fall Out of 24/7 News Cycles “The reality is you cannot operate in this environment passively,” said David Axelrod, the president’s senior adviser. “If you do, the coverage and events will be shaped for you. Things that may seem like trivial distinctions can become large problems in terms of communications unless you’re aggressive about engaging. We didn’t create the environment. We didn’t make the rules. But we have to live with it.”
  35. 35. Tools for Maneuvering: Making Linear Video Accessible
  36. 36. Case Study: IDF Flotilla Raid Most Viewed “Flotilla” Video
  37. 37. Status Update Culture “I love the iPad, but my ability to read any long-form narrative has more or less disappeared, as I am constantly tempted to check e- mail, look up words or click through.” ~ Nicholas Negroponte, founder of the M.I.T. Media Lab 37
  38. 38. What We’re Up Against
  39. 39. Status Update World: Facebook • 500 million users • 22% of all internet users • 500 billion minutes per month • 25 billion status updates per month • 70 status updates per month, per user
  40. 40. Facebook Engagement Strategy Brands that enable fans to have conversations with actual pages admins have the best chance of creating deeper relationships and brand loyalty. 40
  41. 41. Facebook Engagement Strategy • Resist the temptation to flood your wall with canned messages. • Remember, direct conversations with friends cascade to their network. • Enable the Facebook discussion board feature on your wall. 41
  42. 42. Facebook Social Widgets
  43. 43. Facebook “Like” Box
  44. 44. Status Update World: Twitter 100 million registered users
  45. 45. Twitter “Tweet” Button 100 million registered users
  46. 46. Tools for Maneuvering: Twitter “Tweet” Button
  47. 47. Facebook Privacy Concerns
  48. 48. Editing Facebook Privacy Settings Select “Custom” option to access the “Only Me” Setting
  49. 49. Search Status Updates in 49
  50. 50. 50
  51. 51. Social Search Engine: Spokeo 51
  52. 52. What You Say May Used Against You 52
  53. 53. Social Media Conversations are Like Tattoos 53
  54. 54. Facebook: Memorializing a Deceased Profile
  55. 55. Strategy for Maneuvering: Edgework Source: Cobalt123
  56. 56. Social Media is a Team Sport Photo by o0besesed
  57. 57. Tools for Maneuvering: Best Practices [PDF]
  58. 58. Tools for Maneuvering:
  59. 59. Social Media Training for Dads
  60. 60. Search “Defense20” at 60
  61. 61. Pre Orders Now Available PRE ORDER AT Amazon :: Barnes & Noble :: Borders 61
  62. 62. Thank You 62
  63. 63. See You Online (310) 455-4000 Phone eric[at]ericschwartzman[dot]com Email Website Podcast Blog @ericschwartzman Twitter Facebook Linkedin YouTube slideshare Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. 63
  64. 64. Acknowledgements • “The End of Forgetting,” by Jeffrey Rosen • 8 Success Criteria for Facebook Marketing, Altimeter • Interview with Jack Holt, FIR 64
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