Navy Social Media Handbook Fall 2012
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Navy Social Media Handbook Fall 2012

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Social media is one of the primary modes of communication for Americans. As of 2011: ...

Social media is one of the primary modes of communication for Americans. As of 2011:
• Over 65 percent of Americans use social networking sites (Wired PR Works)
• Each week on Facebook, more than 3.5 billion pieces of content are shared (HubSpot)
• 1 in 4 Americans watch a YouTube video daily (The Growth of Social Media in 2011
Infographic)
• There are 245 million Internet users in the U.S. According to Nielsen, social media sites and blogs reach 80 percent of all active U.S. internet users (PR Week)

As a leader in today’s Navy, it is vital to understand these trends and incorporate social media into your command’s communication strategy in order to more effectively communicate when, where, and how your audience prefers to connect. Social media can
provide a more direct and meaningful way of sharing authoritative information about your command while also expanding your reach by empowering both your internal and external stakeholders to re-share information with their own individual online networks (e.g., friends, family, and regional connections).

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    Navy Social Media Handbook Fall 2012 Navy Social Media Handbook Fall 2012 Document Transcript

    • Fall 2012Navy Command Leadership Social Media Handbook
    • From the Chief of Naval Information Photo by MC3 Kenneth Abbate “A few years ago, you could have said to yourself that you’re not going to participate… Well, I’m here to tell you that we’re at the stage now that we are participating. How much you participate is now the question. I strongly encourage you to participate as much as possible.”2 Navy Command Leadership Social Media Handbook
    • Table of Contents I. Social Media Overview a. Definition of Social Media b. Department of Defense Policy c. Department of the Navy Policy d. Social Media and Your Command II. Guidelines for Sailors and Navy Personnel a. Communicating Expectations b. Upholding Operations Security c. OPSEC Checklist d. Other Known Social Media Risks III. Leadership Professional Standards Online a. Frequently Asked Questions IV. Guidelines for Command Social Media Sites a. Setting Communications Objectives i. Communicating with Families ii. Content and Multimedia Strategy b. Selecting and Managing Platforms i. Establish a Single Command Presence ii. Register Command Social Media Sites iii. Develop a Plan for Managing Sites iv. Abide by Records Keeping Policy v. Ensure Information is Releasable vi. Prepare for and Respond to Crisis V. Appendix a. DoD Social Media Policy b. DON Social Media Policy c. Sample Social Media Content Plan d. Best Practice Examples e. Additional Resources ON THE COVER — The son of EM1 Randall White, assigned to USS Carl Vinson (CVN 70), waves to his father’s ship as it transits San Diego Bay after departing Naval Air Station North Island on a scheduled deployment to the western Pacific region. Photo by MC2 Trevor WelshFall 2 012 3
    • Social Media Overview Department of Defense Policy Definition of Social Media Department of Defense Instruction (DODI) 8550.01, released 11 SEP 2012, encourages the use of Social media describes the different means by social media and provides guidelines for military which people, enabled by digital communication use of social media. The instruction acknowledges technologies, connect with one another to share that Internet-based capabilities are integral to information and engage in conversations on topics operations across the Department of Defense. It also of mutual interest. Social media is an umbrella term established a requirement that the NIPRNET shall describing a variety of communication mediums be configured to provide access to Internet-based and platforms including social networks, blogs, capabilities across all DoD Components. mobile applications, and others. The way people get information has changed and the desire to have real Department of the Navy Policy conversations with individuals, organizations, and government entities has increased. This presents a The Navy issued two ALNAV official guidance tremendous opportunity for all commands to more documents— ALNAV 056/10 and ALNAV 057/10— effectively communicate with sailors, Navy families, to establish official guidelines for the official and and the public. unofficial (personal) use of social media. DTM 09-026 identifies social media as primarily a public affairs function; therefore, all Navy Public Affairs Regulations and other Public Affairs guidelines also apply.4 Navy Command Leadership Social Media Handbook
    • Photo by MC2 James R. Evans Social Media and Your Command Many of these trends point to a larger phenomenon. Individuals are changing their preferences for Social media is one of the primary modes of how, when, and where they consume information communication for Americans. As of 2011: and connect with organizations. An ever-widening demographic of individuals is using social media • Over 65 percent of Americans use social sites to find and share content. They also prefer networking sites (Wired PR Works) content presented in more social formats (including small, manageable, and re-sharable chunks). • Each week on Facebook, more than 3.5 billion pieces of content are shared (HubSpot) As a leader in today’s Navy, it is vital to understand these trends and incorporate social media into your • 1 in 4 Americans watch a YouTube video command’s communication strategy in order to more daily (The Growth of Social Media in 2011 effectively communicate when, where, and how Infographic) your audience prefers to connect. Social media can provide a more direct and meaningful way of sharing • There are 245 million Internet users in the authoritative information about your command while U.S. According to Nielsen, social media sites also expanding your reach by empowering both and blogs reach 80 percent of all active U.S. your internal and external stakeholders to re-share internet users (PR Week) information with their own individual online networks (e.g., friends, family, and regional connections).Fall 2 012 5
    • As the command leadership team, you should incor- porate social media into your command communica- tions strategy in order to most effectively tell your command’s story and engage with your command’s audience where they have a pre-existing presence online presence. In addition, it is important to edu- cate your sailors on safe and effective social media use in order to promote morale and readiness as well as avoid OPSEC violations or other risks that could compromise your mission or your sailors’ reputations. Guidelines for SailorsPhoto by MCC Joe Kane and Navy Personnel The Navy encourages service members to share their stories of service online with the American people. The Navy also encourages personnel to use social media to stay connected to loved ones. With the Benefits of communicating with your audiences increased quantity and visibility of online information, using social media: it is all the more important to educate sailors and personnel about how to maintain integrity and • Efficient: Leveraging social media allows you security online. to publish once and reach many. Share key information and messages and instantly reach a Communicating Expectations worldwide audience. Command leaders should communicate expectations • Direct: We no longer rely solely on media to tell about online interactions with sailors and personnel the Navy’s story. Social media enables Navy regularly. Leaders should encourage personnel to: leaders to augment or amplify traditional news media efforts. • Identify themselves with by rank and/or position when commenting about Navy matters online • Responsive: Most social media channels and add a disclaimer that the opinions shared encourage users to provide feedback, share are their own and do not represent the command opinions, or comment on information, yielding or Navy’s viewpoints; rich insights for communications planning and decision making. • Uphold copyright and trademark laws in online posts unless one has written permission to • Transparent: Engaging directly on an open, social violate from the copyright or trademark holder; platform builds a relationship between your command and the public. By listening, sharing • Replace error with fact, and always try to avoid and engaging with others online, social media getting into an online argument; and provides a unique opportunity to build trust with your audience and present authoritative • Admit mistakes and correct them immediately information about your command. (make a note when information has been updated or edited so not to lose credibility with other community members). 6 Navy Command Leadership Social Media Handbook
    • Upholding Operations Security If you or another person identifies a potential OPSEC breech, document and remove it as soon as possible. Operations security (OPSEC) should be maintained Many times, OPSEC breeches are a result of error online just as it is offline. OPSC violations commonly or ignorance, so it’s important to communicate with occur when personnel share information with people the individual who posted the information to inform they do not know well or are unaware of loose privacy him/her of the violation. Work with your public affairs settings. Focus on communicating these four key tips officer and ombudsman to further communicate with sailors and personnel to avoid OPSEC violations OPSEC guidelines with sailors and their families. at your command. OPSEC Checklist 1. Protect your families by limiting the amount and type of information you post about family Take the following steps to avoid OPSEC breeches at members such as names, addresses, local towns your command. or, schools. 99 Identify personnel authorized to post content 2. nderstand each of your social network’s U to social media sites and ensure they are the security settings so you can make informed only individuals with access to those sites. decisions about who is and is not able to view your information and/or photos. 99 Establish local procedures to ensure that all in- formation posted on social media is releasable. 3. eep classified and sensitive information safe K by not discussing critical information such as 99 Ensure all information posted is in accordance ship movements, deployments, personnel rosters, with local public affairs guidance and Navy and weapons information. Public Affairs Regulations. 4. f you hesitate when deciding whether you I 99 Monitor your command’s social media sites should share information, DON’T post it online! for posts that violate OPSEC and if there is a violation, document it; remove the information. 99 Conduct periodic training with sailors and families on appropriate versus inappropriate social media behavior. Other Known Social Media Risks • Impersonations • Accidental geo-tagging (of images or posts) • Non-secure privacy settings • Posting sensitive personal, operational or geographic information Photo by MC2 Kyle P. Malloy The key to mitigating these and other risks is educating sailors and personnel.Fall 2 012 7
    • Leadership Standards While Online Does friending, following or, linking equal endorsement? Linking to, “liking,” or following another organization on social media does not constitute endorsement. For example, liking a newspaper’s page on Facebook does not constitute endorsement, just as having a subscription to that paper would not constitute endorsement of that organization. However, postingPhoto by MC1 Peter D. Lawlor content (including re-tweeting on Twitter) about a business, organization, media, or charity could be viewed as endorsement if there is no direct tie to your command. Can I promote myself? Using your rank, job, and/or responsibilities as a Social media is practically void of organizational means of promoting yourself for personal benefit is hierarchy, which can present new ethical issues for not appropriate and can tarnish your reputation and leadership conduct. In most cases, ethical issues can that of your command and the Navy. be managed using the same ethical guidance that has traditionally guided Navy leadership. Can I take payment for writing blogs? Frequently Asked Questions It is against Navy Ethics regulations to accept compensation for blog posts. Treat all requests Should I friend or follow those in my command? from non-government blogs as a media request and coordinate with your PAO or the next PAO in your This depends on how you are using social media. If chain of command for talking points and assistance your social media presence exists solely to engage in drafting your response. with people on a professional basis, then connecting directly with one or your sailors is not an issue. Can I express my political opinion? However, if you use a social media site to actively communicate with your close friends and family, then DoD and Navy policy as well as the ethical connecting directly with a sailor who works for you requirements state that Navy personnel acting in should be a very thoughtful decision. It is up to you their official capacity may not “associate DoD with to lead by example and ensure that the relationship any partisan political campaign or election, candidate, remains professional and that deference to your rank cause or issue” (SECNAVINST 5720.44B). As a and position is respected online as it is offline. service member, you are permitted to express your political views within certain guidelines stated in the Is there a different code of conduct online? DoD Directive 1344.10, Title 10 of U.S. Code, Sec. 888. Art. 88, and SECNAVINST 5720.44B. Keep in When it comes to your position as a leader of mind that because of your leadership position, what your command, your online conduct should be no you say and do online may be more visible and taken different than your conduct offline. You should also more seriously than that of your personnel, even hold your sailors and personnel to the same standard. about issues that you do not intend to reflect upon your command or the Navy. 8 Navy Command Leadership Social Media Handbook
    • Guidelines for Command Social Media Sites The Navy Office of Information (CHINFO) has command leadership team. As such, they should be established guidelines for Navy commands to follow, part of your communications strategy. in accordance with DoD and Navy policy, in order to establish compliant and effective social media sites. Reach to these family resources when developing your communications strategy to determine how Setting Communication Objectives you can best work together on social media. Some commands provide their ombudsman with Your social media sites should be an integral part of administrative rights to their social media accounts. your command’s communications strategy. Before Others manage online presences in tandem and launching a social media site for your command, cross-promote content as appropriate. Others still consider what you want to accomplish. What are your use their main command page to communicate communication objectives and how do they move with family members and welcome discussion your command closer to achieving its mission? from families on their site. Whichever approach your command chooses, actively engaging with You should also consider your command’s priority family members on social media will demonstrate audiences. Do you most want to communicate with a willingness to listen to families and amplify your sailors in your command, command leadership, leadership messaging across multiple communities. family members, the local community, a broader DoD audience, Congress, the American public, or another group altogether? Examples of measurable communications objectives with priority audiences identified: • Inform our command’s sailors and family members of command news, announcements and accomplishments, to promote readiness of the command. • Engage in a dialogue with the local community including Navy family members where our command is based, in order to build awareness and understanding about the Navy in the area. • Achieve greater awareness and support for our command’s mission among the DoD community and Congress to ensure future funding. Communicate with Families Photo by MC2 Josue L. Escobosa For many commands, communicating with families will be a priority. Many Navy ombudsman and family readiness groups are also using social media to communicate with families. Command spouses and your ombudsman are an essential part of theFall 2 012 9
    • Content and Multimedia Strategy platform (e.g., Facebook). The leadership team is encouraged to have one voice for communicating Once you have set goals and target audiences with key audiences. Creating multiple Facebook for your social media outreach and who you want pages for different units within a command can to communicate with, you must determine what create confusion among personnel and command your command should say. Content can include family members trying obtain information. It can text, imagery, video, posters, and other forms of also splinter your audience and hinder the important multimedia. The content your command produces “network effect” that is part of the value-add of and distributes sets the tone of your communication social media efforts. strategy and can determine the ultimate success of your efforts. Is your content relevant to your Register Command Social Media Sites primary audiences? Will your primary audiences find it interesting? Will this content cause your primary DODI 8550.01 requires that all social media sites audiences to take a desired action? These are the used in an official capacity be registered with the key questions your command needs to ask before Department of Defense (DoD). CHINFO submits determining how and where it will share its content. these sites to DoD based on the Navy’s Social Media Directory. All official Navy social media sites Selecting and Managing Platforms must be registered with the Navy Social Media Directory located at www.navy.mil/socialmedia. Depending on the type of content you have and want Before submitting a site to be registered, you must to share, different social media platforms may be ensure your site meets all requirements for an more or less appropriate for your command. Flickr official command social media presence (checklist may be a good place to share command photos. below and also available here: www.navy.mil/media/ YouTube may be a great place to host and share smrChecklist.pdf) command videos. But you need to determine the best platform(s) for your command based on your OFFICIAL COMMAND SOCIAL MEDIA PRESENCE communication objectives, audience preferences, REQUIREMENTS: and content available. • Have the commanding officer or public affairs The key is to determine the best social media officer approval platform(s) based on where your primary audiences are already active online. You can find out this by • Have a valid .mil email address asking them via formal and informal channels. Often times, you can also determine where your primary • Link to an official DON website URL audiences are online by conducting web searches on sites like Google, Facebook, Twitter, and others. • Include Include endorsement disclaimer text Once you have a good sense of where your primary audiences are active online, then you can make an • If the site allows comments, include a user informed decision about which platforms are right to agreement establishing criteria for posts achieve your command’s communications objectives. • Clearly identify the site as “official” Establish a Single Command Presence • Be unlocked and open to the public There can be a tendency to create individual social media sites for each unit or office within • Be labeled as “organization-government page” a command. While this decision is ultimately on Facebook up to command leadership, we discourage the creation of multiple social media sites on the same10 Navy Command Leadership Social Media Handbook
    • Photo by MC2 James R. Evans Develop a Plan for Managing Sites • Type and frequency of content to be posted: Will you share news stories, images, original content, The plan to manage command social media sites or information about local events? What’s should be coordinated with command leadership, important and interesting to your target audience? public affairs, and other personnel who may be See a sample content plan in the Appendix. generating or publishing content to the site. The management plan should be led by a command • Comment policy: Why will posts be removed? spokesperson and should include the following Will comments be moderated or automatically elements: published? See the Navy’s Facebook comment policy as an example at Facebook.com/USNavy • Site administrators: Who has access to under the “info” tab. administer the page? Grant permission to multiple administrators to ensure there is no • Monitoring policy: How often will you monitor the single point of failure. page for comments? Will you respond and engage in a dialogue with your community members? • Objectives for the site: What do you hope to accomplish by communicating on this site? • Transition plan: When personnel change over, how will you transfer administrative rights and • Target audience/s: Who are you trying to reach? the plan over to new personnel? Fall 2 012 11
    • Abide by Records-Keeping Policy Contractors may help manage a social media presence, but they cannot serve as a spokesperson All federal public websites must comply with existing for the Navy. Also, to the maximum extent possible, laws and regulations related to the management of any content released by the command must also be public web records, including the NARA guidance present, in some form, on the command website. related to Web records issued on December 17, 2005. Organizations should review existing laws Prepare for and Respond to Crisis Situations and regulations, and other guidance, to ensure their public websites are in compliance: Due to the speed, reach, and direct nature of social media, these channels have proven to be effective • Code of Federal Regulations (CFR), Parts for use in crisis situations. In recent crises, social 1220-1238 media has facilitated the distribution of command information to key audiences and media while • E-Gov Act of 2002, Section 207(e), “Public providing a means for dialogue among the affected Access to Electronic Information” and interested groups. You can’t surge trust following a crisis, so the best course of action is to • End-of-Administration Web Snapshot consistently engage your social media community before a crisis occurs. Use this checklist to prepare • National Archives and Records Administration and respond to a crisis using social media before, Web Harvest Background Information during, and after a crisis occurs. • Federal Agency Records Officers, by Agency BEFORE • NARA Guidance for Implementing Section • Establish a command presence on relevant 207(e) of the E-Gov Act pf 2002 social media platforms • NARA Guidance on Managing Web Records • Plan and train multiple people at your command (January 2005) to communicate on your social media platforms during a crisis • NARA Guidance on Managing Records in Web 2.0/Social Media Platforms (October 2010) • Identify keywords that may be used when communicating about your command in a • Implications of Recent Web Technologies for potential crisis (e.g., crash, collision, evacuation, NARA Web Guidance humanitarian assistance) Ensure Information is Releasable • Identify key audiences such as sailors, family members, local citizens, media, etc. According to the DTM, official use of social media is a public affairs function. Any command use of social • Post regular, relevant content to your command’s media must remain in compliance with Navy public social media sites to alert key audiences that affairs policy. Any content posted to an official social your page is an authoritative and consistent media presence must either be already in public resource of information about your command domain or approved for release by the commanding officer, public affairs officer, or other personnel • Establish a list of alternative communication with release authority on behalf of the command. methods such as text messaging, Twitter, and Commands are ultimately responsible for official Facebook content posted on their social media sites as well as those sites run by other parts of their command.12 Navy Command Leadership Social Media Handbook
    • DURING • Use all available communication channels to distribute information to affected audiences • Communicate relevant and timely information as it is released—even if you only have part ofPhoto by MC2 Josue L. Escobosa the full story, it is beneficial to the safety and security of others to release in segments rather than waiting until you have the entire story (at which point, it may be too late) • Listen to what people are saying about the topic by monitoring your social media sites, and answer questions as accurately and quickly as possible • To identify and correct misinformation, identify other channels to use for distributing information, and to reach audiences you may not be reaching with existing efforts, query relevant keywords on social media and search engines AFTERPhoto by MC2 Michael L. Croft • Thank community members for their assistance in disseminating information, answering each other’s questions and supporting one another through the crisis • Ask designated communicators for lessons learned and incorporate changes into your crisis plan • Continue to provide updates and information to audiences to maintain interest in your social media sitesPhoto by MC2 Paul D. Williams Fall 2 012 13
    • Appendix DoD Social Media Policy Department of Defense INSTRUCTION NUMBER 8550.01 September 11, 2012 DoD CIO SUBJECT: DoD Internet Services and Internet-Based Capabilities References: See Enclosure 1 Directive (DoDD) 1. PURPOSE. This Instruction, in accordance with the authority in DoD 5144.1 (Referenc e (a)) and DoD Instruction (DoDI) 5025.01 (Reference (b)) and the dum M-05-04 requirements of the Office of Management and Budget (OMB) Memoran (Reference (c)): Memorandum a. Incorporates and cancels Deputy Secretary of Defense (DepSecDef) e (e)). (Reference (d)), and Directive-Type Memorandum (DTM) 09-026 (Referenc for: b. Establishes policy, assigns responsibilities, and provides instructions ed (1) Establishing, operating, and maintaining DoD Internet services on unclassifi ed DoD information. networks to collect, disseminate, store, and otherwise process unclassifi and otherwise (2) Use of Internet-based capabilities (IbC) to collect, disseminate, store, process unclassified DoD information. 2. APPLICABILITY. This Instruction: of the Joint Chiefs a. Applies to OSD, the Military Departments, the Office of the Chairman of Staff and the Joint Staff, the Combatant Commands, the Office of the Inspector General of the , and all other Department of Defense, the Defense Agencies, the DoD Field Activities ly as the “DoD organizational entities within the DoD (hereinafter referred to collective Components”). welfare, and b. Applies to DoD Internet services and use of IbC provided by morale, d patrons. recreation (MWR), military exchanges, and lodging programs for use by authorize DoD mission- c. Applies to contractors and other non-DoD entities that are supporting on systems, to the related activities or accessing DoD Internet services or IbC via DoD informati www.dtic.mil/whs/directives/corres/pdf/855001p.pdf14 Navy Command Leadership Social Media Handbook
    • Department of the Navy Social Media Policy (FOR EXAMPLE CONTENT THAT HAS BEEN RELEASED IN C. OFFICIAL INTERNET POSTS INVOLVE , TACTICS, TROOP MOVEMENTS, FORCE AN SIZE, OFFICIAL CAPACITY BY DON PUBLIC AFFAIRS APPLIES NO OR COMMANDERS(6) DON PERSONN WEAPON SYSTEM DETAILS, ETC). **************** THIS POLICY PERSONNEL MATTER HOW DON DESIGNATED AS **************** UNCLASSIFIED// INFORMATION POSTS ASSOCIATED PERSONNEL COME INTO LD BE CAREFUL THE EL SHOU POSSESSION OF RELEASING AUTHORITIES. E - UNOFFICIAL INTERNETOR DOCUMENT. EXAMPLES INCLUDE, SOCIAL NETWORK WITH ABOUT Subject: INTERNE T-BASED CAPABILITIES GUIDANC MAILS, MEETING NOTES, MESSAGE SS TO A USE BUT ARE NOT LIMITED TO, MEMOS, E- USE OF THIRD PARTY APPLICA ACCE ING D. "UNOFFICIAL INTERNET POSTS" IS DEFINED AS ANY CONTENT ABOUT THE DON OR TRAFFIC, WHITE PAPERS, PUBLIC SITES, SINCE SUCH APPLICATION RS PERSONAL INFO TIONS Originator: /C=US/O=U.S. PRE-DEC TO THE DON THAT IS POSTED ISIONAL MATERIA SITE BY DON PERSONNEL IN AN RELATED ZATIONS(UC)/L=DISTRICT OF ON ANY INTERNET LS, INVESTIGATORY DON PERSONN (7) AFFAIRS RMATION. GUIDANCE, S OFTEN HAVE =ORGANI INFORMATION, DON PERSONNEL ARE ALSO PROHIBI INGS LIMITED TO, EL ARE ENCOURAGED INFORMA GOVERNMENT/OU=DOD/OU=NAVY/OU UNOFFICIAL AND PERSONAL CAPACITY. CONTENT INCLUDES, BUT IS NOT ON RELEASI MEDIA AND PROPRIETARY TO LEARNTION. TON DC(UC) SETT TED FROM SOCIAL NG ABOU COLUMBI A/L=WASHINGTON/OU=SECNAV WASHING ADDRESSES, TELEPHONE NUMBERS UNINTENTSITES INCLUDE OTHER THAN IN ORDEOWN DON E-MAIL T AND USE THE PRIVACY PERSONAL COMMENTS, PHOTOGRAPHS, VIDEO, AND GRAPHICS. INTERNET IONALLY SHARED WITH , OR FAX SITES, THEIR R TO LIMIT THE DTG: 192031Z Aug 10 RELEASE. WHEN IN DOUBT, DON COMMUNITY.NUMBERS NOT ALREADY AUTHORI AND THE SOCIAL NETWORKING SITES, BLOGS, FORUMS, PHOTO- AND VIDEO-SHARING SITES, AND OTHER "FRIENDS"ZED FOR PUBLIC INFORMATION THAT MIGHT BE PERSONNEL SHOULD CONTACT BROADER SOCIAL Precedence: ROUTINE SITES, TO INCLUDE SITES NOTOFFICER, OPERATEDGENCE OFFICER, FREEDOM DON INFORMA EL THEIR OPERATIONS SECURITY OWNED, INTELLI OR CONTROLLED BY THE DONOR (8) PERS TIONSHOU NETWORKING DAC: General PUBLIC C)/CN=A ALNAV(UARE NOT ENDORSEDOF ANY ONN DEPARTMENT OF DEFENSE. UNOFFICIALAFFAIRS LOFFICER FOR POSSIBLE USE OR CHANGES OFACTLD REVIEW THEIRL, ORUNTS LISTS(U INTERNET POSTS C) GUIDANCE. BY PART (FOIA) OFFICIA DOD/OU=NAVY/OU=ADDRESS =U.S. GOVERNMENT/OU=DON OR REVIEWED PLAS/OU=AIG E. WHEN CORRECTING ERRORS BY UNAUTHORIZE ACCO ON A REGULAR BASI To: /C=US/O THE 6-AZ/OU=ALNAV WITHIN ANY OFFICIAL DON APPROVAL PROCESS. (9) DON ESENTAT EL AND MISREPR PERSONN D USERS. S FOR DOD/OU=AUTODIN /C=US/O=U.S. GOVERNMENT/OU=PER THE GUIDELINES PROVIDED INEL ARE ALNAV, TDON PERSONNEL ARE SITES, AVA IONSSHOULD ABOUT THE DON,RESOURCE 2. PERSONN THIS DISTRIC GED TONETWORKING ENCOURAGED TO MADE REVIEW OTHER (UC)/L= ENCOURA OF DOD/OU=NAVY/OU=ORGANIZATIONS BE PROFESSIONAL AND ILABLE RESPECTFUL. DON PERSONNEL S FOR SAFE USE cc: /C=US/O=U.S. GOVERNMENT/OU=RESPONSIBLY ENGAGE IN UNOFFICIAL TO THE CHAIN OF COMMAND THE PUBLIC TODON-RELATED FROM HTTP://WWW.IOSS.GOV/SN REFER INTERNET POSTING ABOUT REQUIRED ARE OR DON AND TAKE MANDATO SHOULD OF SOCIAL WASHINGTON DC(UC) AFFAIRS FOR S_SAFETY_CHECK.P COLUMBIA/L=WASHINGTON/OU=CNO TOPICS. THE NAVY AND MARINE CORPS PERFORM A VALUABLE PROVIDES AROUND THE WORLD GUIDANCE UAL UNCERTAINION ASSU THE NEED FOR,DISTRICT OF IATENES DOD/OU=NAVY/OU=ORGANIZATIONS DON (UC)/L= OR APPROPR SERVICE ADDITIONAL GUIDANC RY ANN IF INFORMAT ABOUT S DF, AND EVERY WASHINGTON DC(UC) USE OF OF, A RESPONSE. /C=US/O=U.S. GOVERNMENT/OU= DAY AND DON PERSONNEL ARE FREQUENTLY IN EL POSITION TO SHARE OUR SUCCESSES E, DIRECTION, AND BEST-PRA F. PERSONN A SHOULD BE AWARE THATIBC. RANCE (IA) TRAI NING, WHICH NAV THE INTERNE CTICES ASSOCIA COLUMBIA/L=WASHINGTON/OU=SEC WITH A GLOBAL AUDIENCE - VIA INFORMATION FOR CRIMINAL ACTIVITIES SUCH AS E TO THE T IS OFTEN USED TO GAIN THE INTERNET. 4. THERE IS VALU TED WITH THE --------------------- INFORMA RESPONSIBLE ON DIFFERE HELP PREVENT IDENTITY ACCESS AND USE OF IBC. ---------------------------- GUIDELINES. DON PERSONNEL ARE TION PROVIDEDFOR ALLWILL NT WEBSITE 3. DON-RELATED CONTENT THEY THEFT. BY PIECING TOGETHER OWI THE COMP FOLL UNCLASSIFIED// PERSONNEL, AND S, CRIMINALS CAN USE THE SAFETY AMONG OTHER THINGS, OTHER IBC AND SHOULD ENSURE THAT ROMISE OF INFORMATION TO, PUBLISH ON SOCIAL NETWORKING SITES, BLOGS, OR IMPERSONATE DON PERSONN ORKS. NG THE ABOVE GUID ELINES NETW AND SECURITY OF FM SECNAV WASHINGTON DC DON NETWORK AND DOES NOT WHEN RELEASED BY EL, STEAL PASSWORDS, AND COMPROMISE 5. THIS CONTENT IS ACCURATE, APPROPRIATE S. THEREFORE,COMPROMISE MISSION SECURITY OR MISSIONS, RAY MAB AND USING THE INTERNET US, SECR TO ALNAV SUCCESS. IN ADDITION TO ENSURING DON-RELATED CONTENT BT AGAINST CYBER APPROPRIATE, ETARY OF THE NAVY.// EL SHOULD BE CAUTIOUS AND GUARD ACCURATE AND IS SOCIAL MEDIA, DON PERSONN CRIMINALS AND ATTACKERS BY BT UNCLAS //N05230// IT IS RECOMMENDED THAT DON THE FOLLOWIBE MINDFULYABOUT THE NON-DEPARTMENT RELATED PERSONNEL NG SECURIT PROCEDURES. ADHERING TO ALNAV 057/10 THEY POST SINCE THE LINES (1) DON PERSONNELAND PROFESSIONAL LIVES OFTEN CONTENTDC/AUG// BETWEEN PERSONAL SHOULD BE MINDFUL TON OF RELEASI MSGID/GENADMIN/SECNAV WASHING IN THE ONLINE UNOFFICIAL DISTINGUISH THEIR INDIVIDUAL IDENTITY ONCE THEY POSTNG PII THAT COULD BE USED BLUR SPACE. TO INTERNETPERSONNEL MUST BE AWARE THAT OR ALSO, DON POSTS// ITIES GUIDANCE - INCLUDE SOCIAL SECURIT SOCIAL MEDIA SITES OF THAT SUBJ/INTERNET-BASED CAPABIL CONTENT TO THE INTERNET, THEYPII F/25FEB2010// IT; MANY Y NUMBER, ADDRESS HAVEANOTHER INDIVIDUAL. 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COMPLIANCE WITH REFS A THRU BT UNCLAS //N05720// BASED CAPABILITIES, PROVIDED SUCH DISSEMINATION IS IN CHANNELS IN POSTING (2) INFORMATION PROTECTED BY THE PRIVACY ACT OF 1974 ALNAV 056/10 K. THE DON RECOGNIZES THE VALUE OF THESE COMMUNICATION G// OR THE HEALTH V WASHINGTON DC/AU INSURANCE CONSTITUENTS AND SUPPORTING THE MORALE OF POSTS// CURRENT INFORMATION FOR IAL INTERNET PORTABILITY AND ACCOUNTABILITY ACT CONTRIBUTES 1996. MSGID/GENADMIN/SECNA NCE - OFFIC OUR VARIOUS EB2010//FREE (HIPAA) OF CAPABILITIES GUIDA PERSONNEL, THEIR FAMILIES AND FRIENDS.INFORMATION, FLOW 09-026/DEPSECDEF/25F (3) THIS OF INFORMATION OTHER THAN AUTHORIZED RELEASES, ABOUT CASUALTIES PRIOR SUBJ/INTERNET-BASED PE MEMORANDUM (DTM) WHOM WE SERVE. TO OFFICIAL CONFIRMATION PUBLICNEXT OF KIN HAVE BEEN NOTIFIED REF/A/DESC:DIRECTIV E-TY TO LEGITIMATE DOD/22AUG2008// THE DON TO THE U.S. THAT TRANSPARENCY OF AND A COMPETENT TIVE 5230.B. THE DEPARTMENT OF AUTHORITY CHIEF 5720.44B/OI- OFFICER (DON CIO),CASUALTY OF 09/DA&M, AVINST INFORMATION THE NAVY AUTHORIZES PUBLICATION OF SPECIFIC CHIEF REF/B/DESC:DOD DIREC 006// REF/D/DESC:SECN INFORMATION. COMMANDERS 7-R/GC, DOD/23MAR2(CHINFO), MARINE CORPS DIRECTOR CASUALTY INFORMATION IS TO BE TIGHTLY CONTROLLED ARE REMINDED THAT OF PUBLIC AFFAIRS (DIRPA), DEPUTY DON REF/C/DESC:DOD 5500. INFORMATION SCRUTINIZED. CORPS) WILL COORDINATE A DETAILED POLICY AND HEAVILY 5/1NOV2005// CIO (NAVY) AND DEPUTY // CIO C2005 DON (MARINE T 5720.47B/CHINFO/28DE AND // (4) INFORMATION, OTHER THAN EFFECTIVE RELEASES, REGARDING ENSURE THE SAFE AND AUTHORIZED REF/E/DESC:SECNAVINS SPECIFYING ROLES C2005 RESPONSIBILITIES TO EVENTS OR T 5211.5E/DNS-36/28DE OFFICIAL USE OF INTERNET-BASED CAPABILITIES TO .INCLUDE EXTERNAL INCIDENTS CURRENTLY UNDER INVESTIGATION REF/F/DESC:SECNAVINS ADMINISTRATION OF 009// 7JUN2 T 5239.3B/DON CIO/1 OFFICIAL PRESENCES. THIS WILL INCLUDE A CONSISTENT PROCESS FOR THE REGISTRATION, (5) INFORMATION THAT IS UNDER COPYRIGHT OR TRADEMARK, REF/G/DESC:SECNAVINS V2008// WITHOUT PERMISSION 5205.02-M/USD-I/03NO OF THE HOLDER. REVIEW, APPROVAL OF 1974-AS AMENDED// DON OFFICIAL PRESENCES AND MONITORING OF ALL ON INTERNET-BASED REF/H/DESC:DODMAN THE PRIVACY ACT . 552a, CAPABILITIES. (6) UNIT OR OTHER PERSONNEL LISTS/ROSTERS, CHARTS OR REF/I/DESC:5 U.S.C ATIONS// DIRECTORIES, WITH REF/J /DESC:U.S. NAVY REGUL THE C. CURRENTLY, CHINFO8// NAMES,DIRPA MAINTAIN BASED AND TELEPHONE OF EXTERNAL OFFICIAL EB200 AND USMC ADDRESSES NET-REGISTRIES NUMBERS OF UNIT MEMBERS. THIS PROVISION DOES )/19F TIVE 1344.10/USD(P&R INTERNET-BASED CAPABILITIES INTER RANK, USMC RESPECTIVELY. NOT APPLY TO OF NAME, THESE PRESENCES ON NSIBLE AND EFFECTIVE USE THEFOR NAVY AND OR BUSINESS CONTACT INFORMATION FOR A CO, XO, CMC OR REF/K/DESC:DOD DIREC COMMAND OMBUDSMEN OR PUBLIC VALIDATED DON OFFICIAL POLICY FOR THE RESPO PUBLICLY INFORMATION FOR AS OTHERWISE REQUIRED IN THIS DIRECTIVE. REGISTRIES INCLUDEANCE OF DOD ACCESSIBLE DIRECTORY OF Y NARR/REF A IS DOD FOR CLEAR A B IS DOD POLICY PRESENCES. .UNTIL DFUTURE(7) MATERIAL THAT POLIC PUBLI AFFAIRS IS POLITICAL DON IBC IS DONPOLICY CIS RELEASED DETAILING AIN NATURE OR TENDS TO ENDORSE POLITICAL CAPABILITIES. REF EXTERNAL S REGULATION REF WORLD THE JOINT ETHIC PUBLICLY ACCESSIBLE AND APPROVALPARTIES, NAVY COMMANDS MUST SUBMIT THEIR EXTERNAL REGISTRATION FOR CONTENT OFPROCESS,CANDIDATES, CAMPAIGNS, REFERENDUMS, BALLOT INITIATIVES, OR OTHER RELEASE. REF C IS E ISOFFICIAL PRESENCES FOR REVIEW GAND APPROVAL INFORMATION DON POLICY POLITICAL THE DON TO WWW.NAVY.MIL/SOCIALMEDIA. USMC IS CAUSES. AND REGULATIONS. REF DON PRIVACY ACT PROGR AM. REF (8) MATERIAL MANUAL. F IS COMMANDS MUST SUBMIT THEIR ITY (OPSEC) PROGRAMPRESENCES FOR REVIEW AND APPROVAL TOENTITY EXTERNAL OFFICIAL THAT ENDORSES/PROMOTES NON-FEDERAL WIDE WEB SITES. REF DOD OPERATIONS SECUR SERVICES, ORREGULATIONS. REF (NFE) PRODUCTS, REF H IS THE NFEIS WWW.MARINES.MIL/SOCIALMEDIA. U.S. NAVY NFEFORCES.// ENTERPRISES OTHER THAN THOSE OFFICIALLY ENDORSED BY THE ASSURANCE POLICY. J AMENDED. REF DEPARTMENT OF CY ACT OF 1974, AS D. COMMANDS MUST DESIGNATE OF THE ARMED S FOR OFFICIAL THE NAVY. RS ADMINISTRATOR USE OF IBC TO INCLUDE REF I IS THE PRIVA ACTIVITIES BY MEMBE (9) POSTED AVY.MIL// Y FOR POLITICAL OFFICIAL PRESENCES. THE ADMINSTRATOR IS TO COMMERCIAL CONTENT WHICH MAY IMPLY ENDORSEMENT. NDREW(AT)N LINKS RESPONSIBLE TO ENSURE POSTINGS K IS THE DOD POLIC EXTERNAL 703-607-5608/EMAIL: ANN.A THIS /DON CIO/TEL: IBC COMPLY WITH CONTENT EMAIL: TO COMMERCIALIBC IS CONFIGURED SECURELY IN (EXCEPT THOSE INCLUDES THOSE 1887/ RESTRICTIONS AND THE ENTITIES, CHARITIES OR CAUSES POC/ANN ANDREW/CIV TO THE :703-695-AUTHORIZED CIV/CHINFO POLICY/TEL THE COMMAND INFORMATION ASSURANCE MANAGER (IAM). COMMANDS THAT BY STATUTE OR REFS C AND E). POC/ALAN GOLDSTEIN/ COORDINATION WITH APPROVED ALAN.P.GOL PERMIT BY OTHERS (E.G. FANS) MUST ENSURE THE POSTS CONTAINS AN DSTEIN(AT)NAVY.MIL// POSTINGS 703-601-1717/EMAIL: J. LINKS TO ARTICLES OR SITE ABOUT THE DOD, THE DON OR ANY COMPONENT /OPNAVN2N6C3/TEL: THEREOF ARE PERMITTED. THAT ARE UNACCEPTABLE FOR POC/JULIANA ROSATI/CDR USER AGREEMENT DELINEATING THE TYPES OF INFORMATION AT A MINIMUM, THE JULIANA.ROSATI(AT)NA VY.MIL// AND MUSTK. INFORMATION : POSTING TO THE SITE)/TEL: 703-602-2001/ EMAIL POSTED IN AN REMOVE UNACCEPTABLE CONTENT.OFFICIAL CAPACITY TO ANY INTERNET-BASED : DMA (MARINE CORPS MEDIA USER AGREEMENT IS REQUIRED. THIS AGREEMENT IS FOUND CAPABILITY MUST: POC/G REG REEDER/CIV/UNIT DONS / CURRENT SOCIAL (DON) GREGORY.REEDER(AT)AF N.DMA.MIL/ DEPARTMENT OF NAVY (NOTE UNDERSCORE BETWEEN NCE TO ALL (1) BE CLEARLY IDENTIFIED AS BEING MADE BY AN AUTHORIZED MEMBER OF THE AT WWW.CHINFO.NAVY.MIL/SOCIALMEDIA/USER_AGREEMENT.DOC ALNAV PROVI THEGUIDA THISTHE WORDS OFDES FILE NAME). CAPABILITIES. AINCLUDE NAME, RANK, AND TITLE OF THE AUTHOR COMMAND/ACTIVITY TO SEPARATE GENTEXT/REMARKS/1. INTERNET-BASED UNLESS POSTED BY OFFICIAL POSTS ON AN ADMINISTRATOR, WHERE IT ILTIES. THE POST IS OFFICIAL NET-BASED CAPAB IS CLEAR PERSONNEL REGARDING ICIAL POSTS ON INTER IN NATURE. NCE REGARDING UNOFF S APPLY: ALNAV PROVIDES GUIDA FOLLOWING DEFINITION 2. DEFINITION S: PER REF A, THE https://www.chinfo.navy.mil/socialmedia/alnav057-10--internet-based_capabilities_guidance-unofficial_internet_posts.pdf https://www.chinfo.navy.mil/socialmedia/alnav056-10--internet-based_capabilities_guidance-official_internet_posts.pdfFall 2 012 15
    • Sample Social Media Content Plan16 Navy Command Leadership Social Media Handbook
    • Best Practice Examples Overall Command Presences Chief of Naval Operations Facebook page, Twitter account, and blog communicate his key messages across a variety of platforms. His public affairs team also leverages many other Navy media resources to extend the reach of his messaging such as the @USNavy Twitter account, NavyLive blog, Livestream, and Navy.mil.Fall 2 012 17
    • The USS Carl Vinson’s social media presence welcomes Sailors, families, veterans, and fans alike. Anchored by their website (www.vinson.navy.mil), their command social media sites include Facebook, Twitter, a Tumblr blog, and links to Navy.mil stories and photos related to the USS Carl Vinson. Ombudsman contact information is prominently featured on sites providing families with the information they need, when and where they want it. The Tumblr blog features personal stories from Sailors aboard USS Carl Vinson (CVN70) and Carrier Air Wing (CVW) 17 throughout their 2011-2012 West-Pac deployment. All content is cross-promoted across their platforms and via CHINFO channels regularly.18 Navy Command Leadership Social Media Handbook
    • Specific Content that Works Authentic leadership videos or images of leaders in a real setting speaking in a conversational manner such as this video of Secretary of the Navy, Ray High intensity videos of real operational activities Mabus, announcing the next LCS: such as this video footage of Catapult and arrested www.youtube.com/watch?v=2N04h4GBoWc landing POV footage from USS Enterprise: www.youtube.com/watch?v=IBGAsi0Nnfk Compelling imagery that tells a story and is responsive to fan feedback like this cover photo from the Navy’s Facebook page that was a direct result of fans asking to see more submarines on the page. Additional Resources Personal accounts of real sailors and family members such as this blog post featuring military For additional resources and links to all policies spouses on the Wheel of Fortune: navylive.dodlive. referenced in this handbook, please visit mil/2012/02/09/wheel-of-fortune-spouses-it-up www.chinfo.navy.mil/socialmedia.Fall 2 012 19