Social media outreach initiative sop v2.0
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Social media outreach initiative sop v2.0 Document Transcript

  • 1. STANDARD OPERATING PROCEDURE (SOP) FOR THE ARMY COMMUNITY SERVICE (ACS) SOCIAL MEDIA OUTREACH INITIATIVE 1 March 2011 15 February 20111.PURPOSE. To prescribe policy, responsibility, authority, and procedures forimplementing and sustaining the Joint Base Myer-Henderson Hall (JBMHH) SocialMedia Outreach initiative2.REFERENCE. a.AR 608-1, Army Community Service Center, 19 September 2007 b.Department of the Army, Office of the Chief of Public Affairs, U.S. Army SocialMedia Handbook, January 2011 c.Department of the Army, Office of the Chief of Public Affairs, Facebook Strategy,31 August 2010 d.Department of the Army, Office of the Chief of Public Affairs, Army Blog Strategy,31 August 2010 e.Department of the Army Memorandum, Standardizing Official U.S. Army ExternalOfficial Presences (sSocial mMedia), 01 November 2010 f.Secretary of the Army Memorandum – Delegation of Authority – Approved ExternalOfficial Presences, 21 October 2010 g.Directive Type Memorandum DTM 09-026, Responsible and Effective Use ofInternet Based Capabilities, 25 February 2010 h.CIO/G6 Memorandum, Responsible Use of Internet Capabilities, 2010 i.CIO/G-6 Memorandum, Use of Social Media Tools, 27 August 2009 j.Office of Management and Budget Memorandum, Social Media, Web-basedInteractive Technologies and the Paperwork Reduction Act, 7 April 20103.APPLICABILITY AND SCOPE. This SOP was developed to provide guidance forsupporting the implementation and sustainment of the JBMHH ACS Social MediaOutreach Initiative. This SOP applies to all ACS staff members.4.MISSION. The mission of the ACS Social Media Outreach Initiative is to:. a.Increase visibility and knowledge of ACS activities and services. and to b.pProvide news and information beneficial to the JBMHH population. c.Encourage community feedback and the sharing of information betweensubscribers, ACS staff, and the community. d.Use subscriber feedback and analytics to evaluate and update the Social MediaOutreach Initiative strategy and implementation.5.OBJECTIVES. The objective of the ACS Social Media Outreach Initiative is to engagethe JBMHH population (Soldiers, Families, Civilians, Retirees and Survivors) and
  • 2. connect that population to ACS, the Army, the community, and each other. ACS Socialmedia outlets are designed to provide a direct link to ACS, the Army and each other,information and services, news and information relevant to the community, visible ACSsupport and act as an avenue to provide feedback to ACS.6.7.8.RESPONSIBILITIES. a.The Chief, ACS, has overall responsibility for implementing and enforcing thisSOP. The Chief, ACS, will provide guidance on content and management of all SocialMedia platforms used by ACS staff. b.The ACS Outreach Program Coordinator will: (1)Develop and maintain all Social Media platforms used by ACS. (2)Ensure all posts meet with the terms of the Social Media agreement(ENCL 1). (3)Develop and publish (with input from ACS staff) a weekly Social MediaStrategy Plan (ENCL 2), provided NLT the Wednesday prior to the start of the followingweek. Compile an end-of-week and month analytics on user interaction and platformusage (ENCL 3). (4)Develop and update platforms as necessary, but not less than one a week. (5)Adhere to guidance published by JBMHH Public Affairs Office, Office of theChief of Public Affairs (OCPA) and Department of Defense (DoD) as it pertains toOfficial External Presences (OEP) and Social Media platforms. (6)Provide staff with the information, tools, and training required to effectively useSocial Media platforms effectively. (7)Ensure all posts meet with the terms of the Social Media contract (ENCL 1). (8)Ensure all information and resources posted to JBMHH Social Media sitescome from official sources (e.g., .mil, .gov, etc.) and do not endorse (or appear toendorse) outside organizations without a proper legal review. Photos of individualsother than ACS staff, members of the chain of command and ACS volunteers requires aphoto release (ENCL 4). (9)Compile end of month analytics on user interaction and platform usage. c.ACS staff will: (1)ACS staff will take a proactive role in utilizing Social Media platforms. Staff willprovide input, information, resources, and subscriber feedback on a regular basis. Thisincludes photo uploads (staff, command, volunteers – official representatives of ACS. Ifa photo includes individuals others than listed above or children, a media release isrequired (ENCL 4)), event publicity, blog input, document uploads, video blog input,status updates, links to official resources, etc. (2)Provide input to and feedback on the weekly Social Media Strategy Plan
  • 3. (3)Interact with subscriber comments as they pertain to specific staff areas ofexpertise, answer questions, clarify information, and provide additional information asnecessary. Staff will use discretion when interacting with subscribers and use bestjudgment as to whether responses need to be public or private in nature. (4)Provide “Program in Focus” Information NLT the 20th of the month prior topublication as scheduled: (a)January – Exceptional Family Member Program (EFMP) (b)February – Financial Readiness Program (FRP) (c)March – Army Emergency Relief (AER) (d)April – Family Advocacy (FAP) and Army Volunteer Corps (AVCC) (e)May – Relocation (RRP) (f)June – Information & Referral (I&R) (g)July – Survivor Outreach Services (SOS) (h)August – Outreach (i)September – Mobilization and Deployment (MOB/DEP) (j)October – Army Family Action Plan (AFAP) (k)November – Employment Readiness (ERP) (l)December – Army Family Team Building (AFTB) (5)Alert Outreach Program Coordinator and/or ACS Chief if subscriber commentsviolate terms of the Social Media contract (ENCL 1). (6)Ensure all information and resources posted to JBMHH Social Media sitescome from official sources (e.g., .mil, .gov, etc.) and do not endorse (or appear toendorse) outside organizations without a proper legal review. d.PLATFORMS. The JBMHH ACS staff will participate in multiple OEP/Social Mediaplatforms to tell the ACS story, engage with subscribers, connect with the communityand identify subscribers’ needs and trends. (1)Facebook (www.facebook.com/jbmhhacsc): A Facebook organization page isestablished. Facebook is a social networking website designed to connect and interactwith other users. A key feature of the JBMHH ACS Facebook page is the News Feedwhich appears on every subscriber’s homepage. (a)The JBMHH ACS Facebook page is monitored 24 hours a day for appropriatecontent and ensures are subscribers adhere to the terms of the Social MediaAgreement (ENCL 1). All violations will be documented by taking a screen shot andnoting the time, date and URL of the violation before removing the content. Thisinformation will be maintained on file with the Outreach Program Coordinator. (b)Content: The mission and purpose of the JBMHH Facebook page is to serveas a platform to inform, educate and reach out to the JBMHH population. JBMHH ACSwill post content (news feed updates, photos, events, links, etc.) and will engage withsubscribers on a daily basis. (2)Blogspot (http://jbm-hhacsstaffblog.blogspot.com www.blogspot.com): ABlogspot account is established. A blog is a conversational web site, typically offeringnews or opinion on a certain topic. It invites interaction with JBMHH ACS subscribers
  • 4. through comments. It is meant to be more editorial than informative and appeals to alarger audience. (a)The JBMHH ACS Blogspot page is monitored 24 hours a day for appropriatecontent and ensures subscribers adhere to the terms of the Social Media agreement(ENCL 1). All violations will be documented by taking a screen shot and noting thetime, date, and URL of the violation before removing the content. This information willbe maintained on fill with the Outreach Program Coordinator. (b)Content: JBMHH ACS staff will write and publish blogs on various topics –new resources, client experiences (by the client or with client permission), programchanges and updates, press releases, personal observations, or commentary on a topicof interest. Blog topics can be program specific or high-arching depending on theinterest of the audience. The JBMHH ACS staff is encouraged to engage and tell theirstory. Blogs are effectively used as a conversation tool where the blogger has theability to bme more informal and personable when addressing an issue impactingsubscribers. When responding to questions, inquiries or concerns, the goal is torespond as a “human.” This builds credibility with the audience and lets them know theJBMHH ACS staff is listening to their concerns and issues. (3)Twitter (www.twitter.com/#!/jbmhhacs): JBMHH ACS is not utilizing Twitter asa Social Media Platform at this time. A Twitter account is established under JBMHHACS. Twitter is a micro-blogging site (140 characters or less). When a message is senton Twitter (a Tweet) it is sent to its followers. Most individuals that utilize Twitter do sothrough a mobile device so it is a great method to connect with individuals on the go. (a)The JBMHH ACS Twitter account is monitored 24 hours a day for appropriatecontent and ensures followers adhere to the terms of the Social Media agreement(ENCL 1). All violations will be documented by taking a screen shot and noting thetime, date and URL of the violation before removing the content. This information willbe maintained on file with the Outreach Program Coordinator. (b)Content: JBMHH ACS Twitter and Facebook pages are linked together sothat any post on Facebook is automatically “tweeted” and any “tweet” is posted to theFacebook News Feed. Twitter allows JBMHH ACS to “re-tweet” information posted toTwitter by other sources. Re-tweets will only come from official sources (.gov, .mil, etc.)and be in keeping with the mission and vision of ACS. (4)Flikr (www.flikr.com): JBM-HH ACS is not utilizing Flikr as a Social MediaPlatform at this time. (5)YouTube (www(www.youtube.com). Youtube.com): JBM-HH ACS is notutilizing YouTube as a Social Media Platform at this time.9.Point of Contact for this SOP is Sarah V. Hertig, ACS Outreach Program Coordinatorat 696-2177/3510, sarah.v.hertig@us.army.mil
  • 5. 4 ENCL LAURIE BROWN Chief, Army Community Service Joint Base Myer-Henderson Hall