NAVY MEDICINE COMMUNICATIONS Media Internal Social Media Outreach Mainstream Corporate & Social & New Face-‐to-‐Face and trade Employee Media engagement media CommunicaHon engagement locally and engagement naHonally One message…Many channels
Diﬀusion Theory Example of Diﬀusion Theory at work…Studios can create Social Media tons of “awareness” of a product but only trusted accelerates & “inﬂuencers” can convince expands that their social circles to adopt group of trusted a product… “inﬂuencers”
Crisis averted bymonitoring socialmedia andreaching out tothose who wereanxious to help tolink them up withthe right point ofcontact to avoidnegativediscussions onlinebased onmisperceptions
Metrics • Social media provides opportunity for immediate feedback & ROI
Surge in Twitter Surge in Twitter activityactivity from BUMED from BUMED PAOPAO “tweeting” from BUMED “tweeting” from CantonNOB Press pier Release
Who Wants an Easy to Use Social Media Roadmap?
GePng Started with Social media • Use chao8c map (funny)
Takeaways • Social media is valuable when part of overall communica8ons • You can’t control the sea of public opinion, but you can at least navigate it • Leave Breadcrumbs online to leave a trail about your posi8on on an issue so others may ﬁnd it when THEY need it. • It takes 8me to build audience – Start now so you have the capability when you need it • Listening can help mi8gate and avoid some crisis events • Authen8c, credible, responsive voices humanize bureaucracies • Social media empowers employees to be your advocates • Content is KING. Make it credible and keep it coming