Weapons of Social Influence Agenda• Social influence versus … what?• Social Media – What it is and what it isn’t – The Social Media Landscape – The power of Social Media – What’s in it for NATO and for the Military – Strength, Weaknesses, Opportunities, and Threats – Requirements• Conclusion
Weapons of Social Influence Social Media• What’s a weapon?• What’s social?• What’s influence?• What’s media?• So what..?
Starting a Conversation• Word of Mouth World of Mouth – Connectivity more important than content – Trust to people rather than to content – Audience will verify ‘facts’ – Officials lie – Democratizing Communications – A new power to consider
There is more in it• Public Relations• Customer Service• Loyalty-building• Collaboration• Networking• Thought-Leadership• Customer Acquisition … making friends
Social Media and the [US] MilitaryUS DOD Social Media Websitehttp://www.defense.gov/RegisteredSites/SocialMediaSites.aspxUS Army Social Media Handbook, Jan 2011NATO ACO Dir 95-3 Social Media, Dec 2009We - NATO, Mar 2012
for the Military• The brutal simplicity of thought • meme• 6 principles for SUCCESs-ful messaging • Simple• V.I.T.A.L. for success • • Unexpected Video • Images Concrete • • Text Credible • Audio • Emotional • Links • Stories Debbie Weil: Social Media 101
Meme - Social Media NarrativeA meme is an idea thatbehaves like a virus, thatmoves through apopulation, taking hold ineach person it infects. Malcom Gladwell•promulgated through the WorldWide Web•hyperlink, video, picture,website, hashtag, or just a wordor phrase “google” for … #ArabSpring #AskWeNato #WeAreThePopulace
The grey side of using Social Media• Information overload IKM• Non credible sources INTEL• Loosing control COS/J3 – IM Plan – Things go wrong – OPSEC• We must replace the delusion of control by reality of influence.• Sharing information is a responsibility rather than a risk. (Gen Abrial, SACT, 2010)
What Social Media is NOT• Magic or miracle• Expensive … compared to costs of not engaging in Social Media• Difficult to learn• A military capability• Purely a PA tool• Subject to education or individual training in NATO• Considered in comprehensive operations planning• Properly resourced
Social Media SWOT Analysis and Risk Assessment Strengths WeaknessesOpportunities Threats Risk is when threat meets opportunity.
Social Media Risk Assessment Risk is when threat meets opportunity. Strengths WeaknessesOpportunities Threats
Options for the Military• Operational relevance!• Active or passive• Effective..?• Target Audience..?• Information gathering• Social Engineering• Human Network Analysis• Deception• Sell / share own ideas• Get feedback
Requirements• DOTMLPFI – Doctrine, Organization, Training, Materiel, Leadership Development, Personnel, Facilities, Interoperability• Resources – People – Time – Space / Infrastructure (static/deployable) – $$$• Bravery, courage, engagement, and enthusiasm• Education & Training• Trust & Empowerment
Conclusion• Sexy tool• Nice to have rather than need to have• Analysis and assessment required to figure out operational relevance• Effectiveness – Challenging to measure – Sufficient resources required• Go ahead, see what happens! – Shall we do it How well we do – Risk Assessment
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