Commanders strategy improving mission effectiveness using social media

Effects-based communications -a cultural change to use the tools available today Improving Mission Effectiveness Using Online and Social Media Platforms

“ Tactical Positioning and Deployment in the Social Space” Gen Craig R. McKinley, USAF, Air Force National Guard Social Media for Defense and Government forum Washington D.C. January 20-22, 2010

-increased speed and transparency of information -determining which events make news and which do not -ability to set agendas and influence public opinion Social media changing our operating environment

U.S. forces in Vietnam could enter and leave a village before anyone outside the area was aware of their presence. Today, it is possible that video of the coalition forces activities can be uploaded and shared online prior to the patrol returning to base. Change in operational environment

During a successful firefight against the Jaish al Mahdi (JAM), U.S. Special Forces and Iraqi forces killed a number of enemy fighters, rescued a hostage, and destroyed a weapons cache. The story that was told: 17 people were killed during prayer at a Shiite mosque Why? 26 March 2006; Iraq

Where today’s Soldiers get their information

Fort Hood, November 2009

Fort Hood “Garrison”
Social Media became a key place to correct the record and provide information
Fort Hood was the most blogged and tweeted about topic of the week
Updates were posted to the Army’s Twitter and Facebook accounts, resulting in over 20,000 responses and interactions.
A Wikipedia entry entitled “Fort Hood shooting” was up within 2 hours

Examples - Garrison

Examples - Operational

Operational Social media in action: releasing combat footage/photos via social media as a key part of your operational release strategy.

Examples - FRG

Choosing the right platform

Selecting the best platform A video that shows Soldiers doing a humanitarian mission Your monthly unit newsletter Commander’s Corner – your letter to the Soldiers and families Photos of Soldier promotions Command Messages Inclement weather updates

Some things are hard to measure

Measures of Effectiveness

Measures of Effectiveness *demographics* Gender, Countries, Cities, Languages

Why use? -improves mission effectiveness -saves money -people already talking; providing the platform helps manage message -timely dissemination of information -transparency -reaches audiences where they are already at -squelch rumors -pulse of troops -reach all friends & family members -geographic bachelors and single Soldiers -encourage participation -improves espirit de corps

Why NOT use? -just because everyone else is -nobody dedicated -not enough content to keep engaging Then what? -send your information to higher IOT be included on their page.

Command Climate -policy for use (during duty day?) -education – troops, families -who updates your page -will you personally contribute -how low in chain of command do you go -strategy -branding

Education vs. Regulation OPSEC & UCMJ

Register at www.army.mil/socialmedia

Tips - What works for us
Language
Photo of the day
Strategy
Synchronize efforts on all platforms
Mixed dose of ‘medicine’ and fun
Look at ends, ways, means

Social Media Strategy U.S. Army Social Media Strategy for the USMA change of superintendent ceremony 19 July 2010. Monday Theme: USMA Change of Superintendent LOE: Sustaining an all volunteer force Flickr: Fireman carry, Graduation Hat Toss, Color Guard Photo of day: Cutline: Cadets simulate a mortar attack on a combat outpost. During the combat outpost exercise, companies of cadets were tasked with securing their area of operation from insurgent attacks while maintaining good relations with the local villagers. Missions ranged from negotiations with the village sheik, quick reaction team responses to attacks, medical evacuations and route clearing operations. Facebook: #1: #2: #1: (0900) West Point welcomes the 58th Superintendent of the U.S. Military Academy today. Lt. Gen. David H. Huntoon Jr. will assume command from Lt. Gen. Franklin L. Hagenbeck in a ceremony at 10 a.m. Lt. Gen. Hagenbeck is scheduled to retire from the U.S. Army after serving for almost 40 years.” (Photo: West Point Aerial) #2: (1200) "'The badge of rank which an officer wears on his coat is really a symbol of servitude -- servitude to his men.' He (Lt. Gen. Hagenbeck) instilled that spirit in the Corps." - Gen. George W. Casey Jr. quoting Gen. Maxwell Taylor, a former USMA Superintendent, during today's Military Academy Change of Command ceremony. Tweets: #1: #2: #1: (0900) “ The United States Military Academy bids farewell to Lt. Gen. Franklin L. Hagenbeck during a change of command ceremony at 10 a.m. today. #2: (1200) "I consider having the opportunity to lead West Point as the capstone assignment of my career," LTG Buster Hagenbeck: http://bit.ly/dwlHUs Blog: Blog post written by SSG Dale Sweetnam, OCPA, OSMD Army.mil: A story announcing the event will be staged in feature spot first thing of the day. Story pre-written by: Ms. Mastin will run with stock photo until photos of ceremony received. Myles Cullen will take photos. Other: Chief Cam will be produced at event; etc. etc. Goal: Work in coordination with USMA to publicize the event. Inform the widest possible public of the historic event. Measure of Effectiveness: Facebook : Posts: 3, Comments: 163, Likes: 1,589, Impressions: 397,000 Twitter: Tweets: 3, Retweets: 7, Click throughs: 2,810 Flickr : Posted Photos: 3, Views: 3,458 Army.mil story: Page views: 937

Ends (objectives)
Develop a better understanding of the environment
To assist the command in providing better, more agile, and credible public information about the AOR
Enhanced unity of effort
Strategy Ends, Ways, Means

Ways (how one organizes or applies the resources)
To enable social media to achieve the commander’s desired ends is the concept that the social media use must be in the form of a Commander’s Social Media Program
Organize Social Media Program for success
Practice Social Media Monitoring
Implement strategy that balances security and sharing
Enact policies that allow social media to be agile
Outreach tool to enhance unity of effort

Means (resources available to pursue objectives)
Skilled information operators, public affairs specialists, intelligence collectors and analysts
Language skills
Strategic insights
Understanding of social media

-Army.mil -DVIDs -AKO -innovative platforms More helpful tools

-Commanders and planners must take this environment into consideration when conducting IPB and mission analysis. -must develop tactical agility to stay ahead of increasingly quick information flow -devise strategy at every level to take advantage of opportunities -take measures to mitigate negative aspects Take Aways

So now what? Cultural change to use tools available

MAJ Juanita Chang [email_address] 703-697-1849 SSG Dale Sweetnam [email_address] 703-614-0371 http://www.slideshare.net/usarmysocialmedia http://socialmedia.defense.gov/

Commanders strategy improving mission effectiveness using social media

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Commanders strategy improving mission effectiveness using social media Presentation Transcript