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D l conference_march_2010_final D l conference_march_2010_final Presentation Transcript

  • What’s the Army doing in the social media world… and what might you want to do? 16 March 2010
  • Are you there?
    • Be in the space
      • Test drive. Even if it’s just for your own awareness, join social networking sites to see what they are all about.
      • Social media spaces. They are increasingly becoming a way to connect – personally and professionally.
  • Distributed Learning Conference is there
      • Who is using a social media platform as an integrated part
      • of their distributed learning method of instruction?
  • Overview
    • Background / DoD social media policy
    • Why we are “there”
    • Social media strategy
    • Where the services are / where we are
    • Integrating Army social media into our everyday communication outlets
    • Lessons learned
    • Distance learning and social media
  • Background DoD social media policy
    • Army created official social media presence over a year ago, given vision / latitude by Chief of Public Affairs to experiment; had his authority to assume risk.
    • DoD released its social media policy on 26 Feb 2010
      • NIPRNET shall be configured to provide access to Internet-based Capabilities (IBC) across DoD
      • Commanders shall continue to defend against malicious activity, take actions to safeguard mission
      • Commanders shall continue to deny access to sites with prohibited content, prohibit users from engaging in prohibited activity on social networking sites
      • All use of IBC shall comply with para. 2-301 of Chapter 2, Joint Ethics Regulation, and the guidelines attached to the DoD policy, to include
        • Register sites with Army / DoD
        • Use official logos / seals to brand sites
        • Link to your organization’s official public Web site
    • DoD working now on Terms of Service for Facebook, YouTube, Ustream, Addthis, Flickr, Vimeo (Twitter is already acceptable)
    • Army is working now on it’s version of the social media policy
  • Why we are there
      • If we aren’t there, someone else is, and they
      • are speaking for us
      • Establish a dialogue
      • Adds a human dimension / personality to the communication process
      • Unfiltered and immediate dissemination
      • It’s where people get their information
    Search of U.S. Army yields over 500 fan pages
  • Social Media Strategy
    • Presence. Be present on social networking sites to fill the void created by our absence and provide the official Army voice.
    • Relevance. Ensure relevancy of our interactions with social networking site audiences.
    • Accessibility. Are we getting the word out? Are we reaching all we can?
    Mission: Keep the American people and the Army informed through meaningful conversations and content placement. Dialogue. Establish a dialogue with our audience rather than simply act as a conduit of information. Growth. Grow our capability at a pace relevant to the growth of public interest and the commercial sector. Forward-thinking. Always look ahead to where we need to be to stay current and relevant.
  • Where the Services are As of 15 March 2010 Services Social Media Comparison Army Marines Air Force Coast Guard Navy DoD Pentagon Channel Facebook 197,632 fans 8,716 fans 39,552 fans 10,030 fans 93,754 fans 20,116 fans You Tube 195,981 channel views 21,165 channel views 84,379 channel views 263,555 channel views 62,628 channel views 19,995 channel views Flickr 5,035 images 1,182 images 1,397 images 736 images 3,104 images 1,767 images Twitter 26,049 followers 8,223 followers 8,507 followers 7,323 followers 9,449 followers 4,279 followers
  • Where we are
      • Across the Army there are more than 330 official social media sites
        • Facebook; ~150
        • Flickr; ~ 63
        • Twitter; ~ 80
        • YouTube; ~ 40
      • Helps with strength in numbers / sharing of best practices
    Where we are
      • More than 400 million active users
      • 4 million users become fans of pages each day
      • Largest demographic: 18-24
      • Fastest growing demographic: 35-54
      • Army has more than 190,000 fans
      • What the Army does on Facebook
        • Provides a virtual place to gather
        • Hosts live chat with fans
        • Allows audience to help each other
        • News feeds direct to fans each day
        • Ask questions, e.g., Don’t Ask, Don’t Tell
    Facebook WWW.FACEBOOK.COM/USARMY Where we are
  • Twitter WWW.TWITTER.COM/USARMY
    • Twitter is a micro-blogging tool that updates in 140 characters or less.
    • Updates are referred to as “tweets”
    • Army has more than 25,000 followers
    Where we are
  • Flickr WWW.FLICKR.COM/PHOTOS/SOLDIERSMEDIA CENTER
    • Flickr is an online photo management sharing application
    • A community of about 5,762 photos are uploaded per minute
    • View, comment, favorite, share and upload your photos
    • Allows individuals to use and share official U.S. Army images
    * Army has posted more than 5,000 photos Where we are
    • YouTube is the #1 most popular video-sharing Web site
    • Watch, comment and share video clips
    • You Tube is the 2 nd largest search engine, next to Google.
    • Army has posted more than 2,000 videos so far.
    YouTube WWW.YOUTUBE.COM/SOLDIERSMEDIACENTER Chief of Staff of the Army, Gen. George Casey spends a few minutes in an informal video chat with an EOD specialist. Almost two dozen episodes done so far. Where we are
  • Integrating social media into traditional media
    • Have a plan, think strategically, but don’t wait for the perfect plan
    • Educate, not regulate
    • Tactics, techniques, procedures; teach what can be done, and how
    • Brand your organization across sites (names and visuals of sites)
    • Check out organizations like you who are successfully using social media
    • Find at least one person who works above you, get them to be a social media “believer”
    • Facebook. Dialogue is audience to audience, as well as Army to audience
    • ASSUME RISK!
    Lessons learned
  • Distributed learning possibilities
    • Numerous options on the social media front
      • Facebook
      • Ning.com
      • Twitter
    • Need to determine your objectives:
      • Share with others
      • Get info / help from others
    • How others are using social media to augment distributed learning:
      • Adjunct professor; using it as part of the methodology to teach Intro to Public Speaking. Uploading speeches, access restricted, sharing class info.
      • Civilian university; has created its own password-protected social media platform
      • Georgetown; one of the IT departments uses Facebook and Twitter to share amongst students.
        • Students are on Facebook / Twitter anyway, so it’s convenient to use
        • Let each other know what research topics they are working
        • Peers can easily send / share articles of interest to their friends
        • Use Twitter during conferences to help share / consolidate notes
    Distributed learning possibilities
  • Distributed learning possibilities
  • Distributed learning possibilities
    • Not everyone likes distance learning, so be prepared for that!
    • Relevancy. Do not engage on social media platforms just to do it – make sure objectives, reasons are clear
  • Contact / slideshare info Kevin V. Arata Colonel, U.S. Army Director, Online and Social Media Division [email_address] 703.697.1849 Slide share site: http://www.slideshare.net/usarmysocialmedia Presentations & Best practices