Navigating the Social Media Minefield

by Amy Mengel on Jan 23, 2010

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Presented at the 2010 NY National Guard Public Affairs Conference, Saratoga Springs, NY. A look at how social media is changing communication practices and how the military can use social media for com...

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Navigating the Social Media Minefield — Presentation Transcript

Navigating the Social Media Minefield Military communication in the digital age Presented by Amy Mengel NY National Guard Public Affairs Conference January 23, 2010

Hi. Amy Mengel amymengel.com @amymengel Founder, Social Media Breakfast Tech Valley @smbtv smbtv.eventbrite.com

The old way of communication: broadcasting

People are consuming information differently Teens watch 60% less TV than their parents and spend 600% more time online (Arthur W. Page) 22.4 million people access news daily from a mobile device (Cellular News) YouTube is third largest search engine Facebook has 350 million users 3.5 billion pieces of content shared each week on Facebook alone 3.1 million Wikipedia entries Not just consuming. Creating & interacting

Social Technographics

Expectations for communication are different now

Conversations are happening, whether you participate or not

Tell your story, then let people interact with and share it

It’s no longer about controlling information. Create, nurture, respond

P O S T People Assess your stakeholders’ social activities Objectives Decide what you want to accomplish Strategy Plan for how relationships will change Technology Decide which social technologies to use Copyright Forrester Research Forrester’s POST Approach

But can you do this in the military?

Communication Community Building Crisis Response Opportunities for social media in the military

Transmedia Storytelling Blogs Videos Podcasts Photos Tweets Comments Forums Aggregation Statusphere

“Brand Journalism”

Social outposts: Deploy your content

Open, transparent communication

Communication Community Building Crisis Response Opportunities for social media in the military

Nurture a community that participates

Facilitating knowledge exchange

Providing platforms for info and sharing US Army iPhone app

Community Building

Harness existing content and community

Take advantage of what’s out there

Communication Community Building Crisis Response Opportunities for social media in the military

People are media outlets themselves

Fort Hood Shootings

Scott & White Healthcare – Fort Hood

Key Considerations

Monitor, monitor, monitor

Accuracy and speed are BOTH important

Release information as you confirm it

Use social media to correct misinformation

News conferences are now for clarifying information versus releasing it

Okay to say that you don’t have answers yet

Activate your community in a crisis

Haiti Relief

Have a plan for engaging with negative content

Crisis Response Nay United Breaks Guitars Dominoes Pizza Motrin Moms Yea H&M Clothing Stores Southwest Airlines Royal Caribbean

Sharing and collaboration > broadcasting

Create and seed content across the Web

Tell your story via multiple channels

Leverage what’s already out there

Build a community and engage with it

Monitor always

Establish guidelines for response

Wrapping Up

Questions?

Photo credits

http://www.flickr.com/photos/manning999/2119255875/

http://www.flickr.com/photos/larimdame/3003644955/

http://www.flickr.com/photos/soldiersmediacenter/4271795260/

http://www.flickr.com/photos/pinksherbet/3370498053/

http://www.flickr.com/photos/32552054@N04/3047760088/

http://www.flickr.com/photos/chrisstreeter/3674586966/

http://www.flickr.com/photos/dvids/3772132023/

http://www.flickr.com/photos/therefore/18542525/

http://www.flickr.com/photos/yourdon/3088582622/

http://www.flickr.com/photos/hibbert/312177649/

http://www.flickr.com/photos/thomashawk/212469655/

http://www.flickr.com/photos/spodzone/3485953704/

http://www.flickr.com/photos/americanredcross/4291785832/

http://www.flickr.com/photos/smil/3637651409/

http://www. flickr .com/photos/ worldbank /3492673802/

Jorge Luis Mateu , Estudiante at Universidad Nacional de la Plata exellent presentation. Congratulations.

TO FAVORITES

PD: I invite you to see my presentation, please add me to favorites.

click at this presentation:

http://www.slideshare.net/Jorgeluismateu/gran-idea-de-negocio. thanks for all. 2 years ago

Are you sure you want to Yes No

novelle9967 Amy,
I have downloaded ok now........not to worry 2 years ago

novelle9967 Amy, This is ’best practice’ format that you have adopted....
Your presentation is circulating between executives working here in Dubai as we speak...
Congrats on a great piece of work. 2 years ago

Florian Semle at freelations kommunikationsberatung In deep analysis, good starter for enterprise 2.0 2 years ago

Giovanni Sestili , Partner at Arctos Partners Interesting paper and well explained as well 2 years ago

Amy Mengel , Marketing for readMedia at www.amymengel.com Thank you Jim! I am glad you like the presentation. 2 years ago

Choose Suffolk (Suffolk Development Agency) at Choose Suffolk (Suffolk Development Agency) well done amy mengal....good use of graphics in conveying the message
Kind regards
Jim
choose suffolk, england 2 years ago

Navigating the Social Media Minefield

by Amy Mengel on Jan 23, 2010

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Navigating the Social Media Minefield — Presentation Transcript