U.S. Army Video Sharing Strategy

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U.S. Army Video Sharing Strategy

  1. 1. Office of the Chief of Public Affairs Online and Social Media Division Video Sharing strategy (YouTube and Vimeo)Introduction:A brief explanationYouTube is a video sharing website that userscan upload and share videos, and view them ina number of different formats. YouTube wascreated in February 2005.The company is based in San Bruno,California, and uses Adobe Flash Videotechnology to display a wide variety of user-generated video content, including movie clips,TV clips, and music videos, as well as amateurcontent; such as video Blogging and shortoriginal videos. Most of the content onYouTube has been uploaded by individuals,although media corporations and otherorganizations, such as the White House, offersome of their material via the site.Unregistered users can watch the videos, while registered users are permitted to upload an unlimited number ofvideos. Videos that are considered to contain potentially offensive content are available only to registered usersover the age of 18. The uploading of videos containing defamation, pornography, copyright violations, andmaterial encouraging criminal conduct is prohibited by YouTubes terms of service.YouTube is the largest video sharing site and has moved far and above any competition in the video sharingworld. In addition, it’s the second largest search engine, which means that individuals or organizations whoproduce video content and want it seen by an audience need to pay increasing attention to how they contentcan be found via You Tube’s search function.Vimeo is another video sharing platform that specifically reaches out to users looking for higher quality ormore artistic video footage. Geared toward filmmakers or video buffs, its video products are typically morepolished and the video content more high quality.The U.S. Army on YouTube and VimeoVideo sharing accounts allow the U.S. Army to engage the Army population and global audience by providinga richer experience through sharing videos showing the U.S. Army in action. Video products posted onYouTube and Vimeo are highlighted and cross-promoted through other social media platforms, to include theArmy Live blog, Facebook, and Twitter. 1 Last Updated 30 July 2012
  2. 2. Technical ApproachSecurity U.S. Army’s Video Sharing AccountsAdministrative access to the U.S. Army’s YouTube and Vimeo accounts will be only given to member of theU.S. Army’s Online and Social Media Division. Access to each account is done through a single, uniqueusername and password that has the following requirements:  The password must contain at least 10 characters; contain at least 2 special characters, 2 numbers, 2 uppercase letters, and 2 lowercase letters. The password is changed every 30-60 days.Monitoring of the U.S. Army’s video sharing accountsThe U.S. Army’s YouTube and Vimeo accounts will be monitored periodically by a member of the SocialMedia Team.The U.S. Army Social Media Team Messaging Strategies: Content The U.S. Army’s video content sharing sites are most effectively used to give Soldiers, Veterans, and Families as well as the media and general public a visual window into the U.S. Army. It also provides the Army with an easily searchable repository for videos. The following strategies will be employed to ensure the U.S. Army’s video sharing profiles are used properly:  The Social Media Team will upload a maximum of three videos per week.  The Social Media Team will only post thought-provoking and dramatic content that supports the Army’s mission.  To extent that resources are available, the Social Media Team will provide closed-captioned and work to maintain 508 compliance.  The Social Media Team will disable comments on YouTube and Vimeo videos.  The Social Media Team will not post distasteful videos that depict any form of obscenity or could be considered to be offensive  The Social Media Team will not post any videos that could compromise Operation Security or any security/privacy law or regulation. The U.S. Army will not post videos that depict the following: 2 Last Updated 30 July 2012
  3. 3.  Videos that would be counterproductive to the mission of the Army.  Videos that violate U.S. Army Operational Security.  Any video that could be used as propaganda by enemies of the United States.  Videos that depict illegal activity, the use of illegal substances, or the use of alcohol.  Videos that display nudity.  Videos that contain any content that could be construed as racist, derogatory, or otherwise offensive.  Videos that show military personnel or government/contracted employees acting in an unprofessional manner or engaging in any act that would damage the image or reputation of the Army.Videos SubmissionsThe U.S. Army encourages Soldiers, Veterans, and Families to submit videos for the U.S. Army’s videosharing accounts. Other government agencies, non-profits and organizations are also encouraged to submitvideos. Videos must be sent to the Social Media Team (ocpa.osmd.@us.army.mil) to be approved before amember of the team uploads the video product. Video submissions must adhere to the guidelines above orthey will be subject to not being posted or deleted.YouTube “Subscriptions” GuidanceThe U.S. Army ‘subscribes’ to Army organizations, Department of Defense organizations, news outletsand individuals on YouTube based on the following criteria:  They consistently post videos or information the U.S. Army’s population would find useful (e.g. Government Agencies, Non-Profits, etc).  They are a large media outlet that covers topics relevant to the Army population (e.g. Army Times, The Military Channel, The Washington Post, etc).  They host a Blog, website or other content that contains information useful to the Army population.Measuring SuccessThe following metrics will be used to determine success:  The number of channel and individual video views.  The number of video likes and dislikes. 3 Last Updated 30 July 2012
  4. 4.  The number of subscribers for a particular period of time. Analysis of the number of visitors coming from YouTube/Vimeo to the U.S. Army’s Official website (www.army.mil). 4 Last Updated 30 July 2012

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