Office of the Chief of Public Affairs Online and Social Media Division
A Brief Explanation of Flickr
Flickr is an image and video hosting website and online community platform. In addition to being a popular
website for users to share personal photographs, the service is widely used by bloggers and journalists as a
The U.S. Army on Flickr
The U.S. Army Flickr account allows the Army to engage traditional audiences to include Soldiers, Families
and Veterans in addition to its global audience by providing dynamic and professional Army photos. Flickr
also allows for members of the Flickr community to “friend” the U.S. Army, comment on photos, and
download high-resolution photos for their use. To date the Army has uploaded over 8,000 photos that have
been viewed millions of times.
The name of the Flickr account is based on the U.S. Army brand, and not an individual’s name. Branding on
the page should reflect the U.S. Army.
The password must contain at least 10 characters, contain at least 2 special characters, 2 numbers,
2 uppercase letters, and 2 lowercase letters. The password is changed every 30-60 days.
The U.S. Army’s photo set is open to the public so any visitor to the U.S. Army’s Flickr profile
will be able to view and download photo(s).
Online and Social Media Division
Social Media Lead Roles and Responsibilities
Messaging Strategies: Content
The primary focus of the U.S. Army’s Flickr page is to give Soldiers, Veterans, and Families, as well as
the media and general public, a visual story of the U.S. Army.
The following strategies are employed to ensure that U.S. Army’s Flickr profile is used properly:
The Social Media Team uploads 3-5 photos to Flickr each day.
The Social Media Team uploads photos of Soldiers in various locations, both deployed and in
garrison environments. The Flickr account also features photos of Army Family members and
civilians. The Online and Social Media Division works to upload photos from units with
unique missions. Photos from the Army National Guard and the Army Reserves are also
The Social Media Team checks the U.S. Army’s Flickr profile mailbox daily and respond to
messages as necessary.
The Social Media Team will only post content that supports the Army mission and the Army
The Social Media Team organizes photos into sets (albums) so they are more easily viewed by
the event and/or category.
The Social Media Team does not remove comments solely because they are negative, however
they do remove comments that are vulgar, obscene, offensive or violate security/privacy
regulations or laws.
The Social Media Team will provide links to Army.mil stories associated with the photo in the
caption portion of the photo.
The Social Media team will link to two Flickr Photos a day on the Army’s official Facebook
page. It will also post one photo each morning to the Army’s official Twitter account.
Guidelines on Questions and Comments
While Flickr is primarily a photo sharing tool, users of the site have the capability to communicate with the
Army through direct messages, photo comments, and other communication means. As such, the Army may
receive questions or comments through Flickr and this section outlines the processes and guidelines that
will be taken to ensure that questions and comments receive proper responses:
The Social Media Team will respond to specific queries with a casual, friendly and personable
The Social Media Team will never use social media tools to respond to queries that require the
discussion of sensitive information—in these cases, the Army will refer the individual to the
appropriate contact to answer the question or resolve the issue
The Social Media Team will delete comments that contain abusive or vulgar language, spam,
hate speech, personal attacks or any other comments that are not appropriate or relevant.
The U.S. Army will not post photos that depict the following:
Images that do not support the mission of the U.S. Army.
Images that violate U.S. Army Operational Security (OPSEC) guidelines.
Images that could be used as propaganda by enemies of the United States.
Images that depict illegal activity, the use of illegal substances, or the presence of alcohol or
Images that display nudity.
Images that contain any content that could be construed as racist, derogatory, or otherwise
Images that show military personnel or government/contracted employees acting in an
unprofessional manner or engaging in any act that would damage the image or reputation of
Removal of Inappropriate Content Posted by Users
The Army’s Social Media Team will work quickly to remove any form of inappropriate content posted by
users on Army’s Social Media profiles. All members of the Social Media Team are authorized to remove
postings that violate the family-friendly environment that is outlined in the profile content or otherwise
violate security or OPSEC concerns.
The following metrics will be used to determine success:
Provide analysis of the number of views of material each week.
Provide analysis of what photos receive the most views each week.
Measure the amount of direct engagement with Soldiers, Veterans, Families and the general
public by tracking inquiries.
Record the number of photos we add each week to help determine if higher number of views
for the week is linked to more photos being added (and vice versa).
Track number of photos re-purposed on other sites (i.e. Associated Press, Blogs, etc).
All measurements are crucial in determining how the Social Media Team can better serve its audience.
Providing analytics also assist the Social Media Team in displaying the importance of using social media
platforms to Senior Leadership.