Social media for the Military

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The Military might consider using Social Media in operations. Beside a general introduction to Social Media here are some planning considerations and requirements.

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Social media for the Military

  1. 1. Weapons of Social Influence An ti - G ov Pro - G o v Social Media for the Military (C) 2011/12 by LTC U.M. Janßen, NSO/ISTAR
  2. 2. WhatisSocialMedia
  3. 3. 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
  4. 4. Weapons of Social Influence Social Media• What’s a weapon?• What’s social?• What’s influence?• What’s media?• So what..?
  5. 5. Why should I care..?
  6. 6. 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
  7. 7. There is more in it• Public Relations• Customer Service• Loyalty-building• Collaboration• Networking• Thought-Leadership• Customer Acquisition … making friends
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. Link Analysis and Segmentation
  12. 12. Link Analysis and Segmentation
  13. 13. Social Media Landscape
  14. 14. Social Media Landscape
  15. 15. Most commonly used Debbie Weil: Social Media 101
  16. 16. Social Media in Operations
  17. 17. 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)
  18. 18. When Social Networking Goes Wrong
  19. 19. 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
  20. 20. Social Media SWOT Analysis and Risk Assessment Strengths WeaknessesOpportunities Threats Risk is when threat meets opportunity.
  21. 21. SWOT Analysis An example
  22. 22. Social Media Risk Assessment Risk is when threat meets opportunity. Strengths WeaknessesOpportunities Threats
  23. 23. 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
  24. 24. Requirements
  25. 25. 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
  26. 26. 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
  27. 27. ed by Created and present nßen LTC Uli Ja Inspired by MBE D avid Bailey ol tN ATO Scho Students a G(V) Stone and MO LTC Rosie Thanks to ry Giulia Aub ton Cole en Carring ur Chris Dufo an Marta KagLt Col Ulrich M. JANSSEN .com bran dinfiltrationNATO School Oberammergau om istockphoto.cDeputy Director ISTAR DepartmentSME StratCom, Mil Info Ops, PSYOPSJanssen.ulrich@natoschool.nato.intwww.natoschool.nato.int

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