North Carolina National Guard Senior Leaders on Social Media
Category F: Outstanding Initiative in New Media North Carolina National Guard North Carolina National Guard Senior Senior Leaders on Twitter Leaders on Facebook Twitter.com/NCTAG Facebook.com/NCAdjutantGeneral Twitter.com/NCAirAAG Facebook.com/NCAirAAG Twitter.com/NCSCSM Facebook.com/NCCSM Twitter.com/NCCmdChief Facebook.com/NCCmdChief Twitter.com/NCCWO Facebook.com/NCCWO
Background InformationIn January 2012, the North Carolina National Guard launched Facebook and Twitter accounts for all NCNGsenior leaders. North Carolina’s Adjutant General, Major General Gregory A. Lusk also launched a professionalblog in October, and continues to reach audiences through his monthly video blog.Mission ObjectivesAs the NCNG’s Public Affairs office continued to make strides in social media - NCNG senior leaders began totake notice, and wanted to develop alternative methods to communicate with the everyday Soldier and Airman.One segment of the senior leader’s Social Media mission is to utilize this valuable emerging media technologyoutlet to deliver NCNG’s message and meet strategic objectives:- Provide ready forces to support Federal and State requirements – provides the community with real-time infor-mation and timely updates on what measures the NCNG is taking to meet these objectives. For example: • A monthly report on NCNG troops deployed is produced via the social media outlets to gain support of friends, family members and fellow Soldiers at home via posts to encourage morale at home and abroad. • When the NCNG was called upon for state duty (ex. during Hurricane Sandy), the leaders were posting updates to what type of operations the NCNG would be involved in. These posts were shared by emergency services and relief partner organizations, as well as informing our community and updating them on conditions and appropriate safety measures.- Develop and participate in programs that add value to our members, families, employers, and communities. For example: • The Leaders’ Facebook pages allow members to send products and share messages to Soldiers and Airmen abroad via posts, photos or video messages. • Weekly strategic meetings within the Public Affairs office and among members of the command staff are conducted to develop posting schedules a week ahead and identify key NCNG programs or units to highlight capabilities of NCNG. • The senior leaders social media accounts highlight regularly a certain function of the NCNG such as Yellow Ribbon, Family Programs, Starbase, Tarheel ChalleNGe Academy, etc.Target AudiencesWith the senior leader pages, we look to connect with Soldiers and Airmen and their families, the reporters,stakeholders, and partner organizations interested in the NCNG story on Twitter and Facebook.External AudiencesWe have been able to connect with military enthusiasts via the senior leaders’ Twitter and Facebook accounts,other senior leaders connected in the social media world, and military organizations/military support groups onour Twitter and Facebook accounts.
The initiative for the leaders to enter the social media world was an idea of Major General Lusk. NCNG’stwo-star general would like the NCNG leadership to be transparent as possible when giving operational securityconsiderations.We’ve developed pages for the highest enlisted and officer’s for both the NC Army and NC Air National Guard sothat we can continue to send out our command messages to even more of our Soldiers and families throughoutthe state of North Carolina.Pages are updated with updates on the leaders visits(post-travel) to see deployed troops and State PartnershipProgram nations, policy changes, family supportinformation, and more. We’ve encouraged, and received senior leadership participation on their official social media presences. This brings out the personal aspect, provides exclusive content and allows Soldiers to have a platform to communicate with leaders they might not have the opportunity to otherwise. Leaders will give shout outs to troops for a job well done - which tends to mean a lot to them. The congratulated Soldier or Airman will normally tag themselves in the photo, or retweet the mention on Twitter, increasing the exposure. Senior Leaders also give their perspective on current operations that the NCNG is involved in.
We develop a weekly schedule for posting a week ahead, and will generate those posts, but the schedule leavesroom for flexibility, which we call on-the-fly posts. Normally the senior leaders aide will produce these postswhile working with the senior leader during visits, etc. Major General Lusk could be considered quite socialmedia savvy himself and will post to Twitter and Facebook via his mobile phone on the way back from a visit, forexample. We’ll monitor his account for SPAM, and any accuracy issues. He’s also responded to posts on to hiswall. Social Media Strategy for the week of: December 9 – December 15 (TAG) Sunday – 9 Decem- Monday – 10 Tuesday – 11 Wednes- Thursday – 13 Friday – 14 Saturday – 15 ber 2012 December December day – 12 December 2012 December 2012 December 2012 2012 December 2012 2012 Theme: Subject Honor Deployment Technology Families Tarheel Homecoming Tarheel challeNGe ECU Commis- to change based update sion on the fly items Twitter and FB suggestions to support the daily theme of the orga- nizational pages. Twitter Retweet message Photo/Message to Photo/message from big Army/AF/ retirees about Challenge NGB Happy 376th Birthday NG Facebook Share photo Photo/Message to Photo from of deployed retirees commissioning soldier On the fly – posted by Aide -anything that adds to the daily theme or missions you are out on (photo, command message). Also, responding to national events, tragedies, etc.We’ve developed standard operating procedures for senior leaders in social media, and in the future we see this becoming a more and more important part of our strategic communication plan, even as leadership continues toevolve.
Marketing StrategyThe North Carolina National Guard Public Affairs team developed Social Media business cards which listedthe URL’s to all of the organization accounts, of which perspective fans can easily find all of the leader accounts.These business cards were distributed on missions, and special events hosted or attended by the NCNG.Members of the senior leadership team also added the accounts to the signature block in their email.Each one of the accounts promotes one another by providing links, and cross promoting on each network. ThePublic Affairs team has also added links to the public website - nc.ngb.army.mil - and on the NC Army GuardKnowledge Online.Developments in Leaders Social MediaSocial Media is not going away, and NCNG leaders realize that. Major General Lusk is determined to stay aheadof the game, discovering new ways to reach out to the NCNG community. He’s recently published his ownprofessional blog on NCNG’s public website. www.nc.ngb.army.mil/tag/default.aspx 1/4/13 Home - TAG HOME CAREERS PUBLIC AFFAIRS RECRUITING SERVICES SUPPORT TRAINING UNITS Search this site... NCGKO (CAC) North Carolina National Guard | Alw ays Ready, Ready Team! > TAG Categories Category 1 Category 2 The View “From My Foxhole” is Up and Social Media Category 3 November Running 08 by on 11/8/2012 10:26 AMon 11/8/2012 10:26 AM Archives January Well, I have of f icially entered the “blogosphere” w ith the standing up of my of f icial Decem ber blog! It’s called, as you can see f rom the masthead above, “From My Foxhole.” I hope you’ll check back here periodically and take a look at my entries and maybe post a Novem ber comment. You can also sign up to be notif ied everytime there’s a new post. s how m ore › This is just another w ay to communicate w ith our Soldiers, Airmen, Families and Employers and talk about w hat our North Carolina National Guard is doing and how You can also reach me on Facebook or vital it is to the people of this state and this nation. Also, let me know if you have any Twitter and leave me a message and I will ideas f or a post by hitting the “Contact Us” link in the menu bar at the top of the page. Remember, you can also f ollow me on Tw itter at @NCTAG and on Facebook at respond to your questions or conerns! NCAdjutantGeneral. This is something of a w ork in progress, and I alw ays w ant it to be f resh, so please bear w ith me on the grow ing pains! The f act that I can update this f rom my Blackberry virtually ensures typos w ill pop up every now and then. I’ve already posted a f ew things here as w e tested the site over the past w eek. Thanks f or Twitter Feed stopping by, and I hope you’ll do so again. MG Gregory A. Lusk NCT AG | | 1 Comment(s) NCT AG T o all....Merry Christ mas, Happy Holidays and Happy New Y ears! N.C. Leads Aviation Task Force “Guardian 10 day s ago · reply · retw eet · fav orite USembMoldova Secret ary of St at e Hillary November 1″ in New Jersey Rodham Clint on On t he U.S. and Europe: A 01 by on 11/1/2012 10:25 AMon 11/1/2012 10:25 AM Revit alized Global Part nership fb.me/24fmivEdQ 35 day s ago · reply · retw eet · fav orite Let me take a moment to update you on the progress of our aviation assets NCT AG MSG Scot t & I review w ish list s of 2
TAG Video Blog Episode Two - YouTube Page 1 of 2 Upload NCNationalGuard Info and Settings Enhancements Audio Annotations Captions Analytics Video Manager This is your guide Access your channel, playlists, subscriptions, and more. TAG Video Blog Episode Two US Army Basic Training by DigitalSovalye NCNationalGuard · 115 videos 106 views Recommended for you 2 0In addition to creating more video blogs with increased Supercars Sound in Monaco 2012 - Reventon, About by Fipeuxcontent, including requesting submission from Published on Sep 28, 2012 YouTube.com/NCNationalGuard Recommended for you THE BOYFRIEND TAG! No description available. Part 1: Dan And Briansubscribers and video footage from his trips out in the by mallow610 14,609 viewsfield, Major General Lusk would like to begin ‘pinning’ ♡ Holly Jolly TAG 2 ♡ by samanthaschuerman 10,469 viewson Pinterest. All Comments (0) The Hunger Games TAG! click to leave a comment by tanyasvlogsandhauls 52,057 viewsHe would like to create boards similar to that of I Heart Drugstore Makeup Tag! by Tanya BurrGeneral Ray Odierno, such as the ‘Army Values’ boards, 257,397 views 25 Questions Tag withbut from a NCNG perspective. He’s asked for Joey! (Part 1) by vlogswithjim 59,204 viewssubmission from fans and received many on his 13 Personal Questions TAG!Facebook page. by TheStyleDiet 22,110 views The Micros: Episode 2 -Posting and Monitoring tools Play Poker Like the Rose by TheMicrosPoker 183,661 views All of our social media outlets work together to help support the NCNG’s command messages. To best accomplish this, and assure we get the best value http://www.youtube.com/watch?v=JMEJBWTXi5U 1/4/2013 for each, we use a few tools to assist with content posting and monitoring. Tweetdeck allows us to keep track of all leader accounts. Also, all accounts are connected to a smartphone device to ease timely posting from each.
MetricsUsing the template from National Guard Bureau Public Affairs Office, we produce a monthly statistical report togive the leaders a visual update on how their pages are doing. This report is posted around the Joint ForceHeadquarters building and throughout the command hall.
ConclusionThe North Carolina National Guard’s Leaders Social Media efforts encompass not only connecting and gettingthe command message to the Soldiers, Airmen, friends and families, but also to communicate with partnerorganizations and help streamline communications during emergency situations.We provide our community with a perspective of the NCNG that traditional media may not be able to.With the constant growth, and ever evolving world of social media, we are constantly looking for ways to im-prove our manner of getting the NCNG’s command messages out to the public. Our social media efforts workhand-in-hand with those command messages to: 1. Be a ready team of citizen-Soldiers and Airmen who are always ready, always there to protect and preserve the life’s and property of North Carolina citizens, defend our nation and secure our American way of life. - illustrated through our emergency operations and the move to streamline our strategic communications with developed hashtags, etc. 2. The more than 12,000 Soldiers and Airmen of the North Carolina National Guard are deployed to all 100 counties every day. - shown through the many organizational pages, senior leaders pages, and our promotion of them. 3. The North Carolina National Guard is the best bargain for our state and nation. - Social Media is a “free” outlet we’ve used to tell the story of the NCNG Soldier and Airmen.Our efforts to embrace new technology as well as introducing our senior leaders to social media keeps usrelevant in regards to military organizations and social media. It also allows us to be the one’s speaking for theorganization, and as the leaders use the platforms, the “hear it from the top” perspective.NCNG has constantly evolved our strategy, for example, altering what type of posts leaders share, and thefrequency of what is posted on Facebook. On the other hand, we’ve learned and had to assure they were awarethat posting as often as possible to Twitter and continuously interacting with our community is better.NCNG has developed ways to communicate back and forth with our community on each network, soundingauthentic and professional at all times, and generally, creating a self-sustaining community that we continueto share our story with, monitor, and grow. This is done by keeping a positive relationship with NCNG’s seniorleaders, rather than by creating fabricated messages from the public affairs office.Though the senior leaders’ following is not as big as other leader’s pages with larger organizations may be, thepages growth is organic, and those involved with the page have a working relationship with that leader, orare truly interested in what they have to share on social media.The numbers continue an upward trend, and as new leaders come and go, some more social media savvy thanothers, they will be able to continue to move forth with the momentum we’ve begun to develop.The North Carolina National Guard Public Affairs office looks ahead to numerous growth opportunities for oursocial media efforts and communications strategy as whole, for 2013 and for year’s to come.