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U.S. Navy Social Media Landscape Overview

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An overview of social media prepared by U.S. Navy Media Content Operations.

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U.S. Navy Social Media Landscape Overview

  1. 1. Command Social Media @JasonKellyPAO Director, U.S. Navy Digital Media Engagement Winter 2015 1
  2. 2. BASICS Winter 2015 2
  3. 3. DEFINED Winter 2015 3
  4. 4. ENVIRONMENT Winter 2015 4
  5. 5. BY THE NUMBERS Winter 2015 5 • 890 million daily active users on average for December 2014 • 745 million mobile daily active users on average for December 2014 • 1.39 billion monthly active users as of December 31, 2014 • 1.19 billion mobile monthly active users as of December 31, 2014 • Approximately 82.4% of our daily active users are outside the U.S. and Canada Source: Facebook; Retrieved Feb. 3, 2015
  6. 6. ENVIRONMENT CHANGED Winter 2015 6 Speed and transparency Newsworthiness Public influence and agendas
  7. 7. ENVIRONMENT CHANGED Winter 2015 7
  8. 8. ENVIRONMENT CHANGED Winter 2015 8
  9. 9. CHALLENGE Winter 2015 9
  10. 10. Winter 2015 10
  11. 11. WHY SOCIAL MEDIA? Winter 2015 11 Efficient Unmediated Provides feedback
  12. 12. POLICY Winter 2015 12 Department of Defense Instruction (DODI) 8550.01
  13. 13. GUIDELINES Winter 2015 13 • Communicate OPSEC • Membership within groups • Communicate expectations • Avoid copyright and trademark infringement • Replace error with facts • Admit mistakes • Protect families • Understand profile security settings • Keep classified and sensitive information safe
  14. 14. CONDUCT Winter 2015 14 • Online relationships with subordinates • To friend or not to friend? • Military conduct online • Endorsement of non-government content • Self promotion • Paid submissions • Political discourse
  15. 15. MEASURABLE OBJECTIVES Winter 2015 15 Efficient Direct Engaged Transparent
  16. 16. COMMAND SOCIAL MEDIA RECOMMENDATIONS Winter 2015 16 • Have a single command presence • Managing your social media • Communicate with families • Registration
  17. 17. COMMAND SOCIAL MEDIA RECOMMENDATIONS Winter 2015 17 • Have a single command presence • Managing your social media • Communicate with families • Registration
  18. 18. DEVELOP A PLAN FOR MANAGING SITES Winter 2015 18 • Site administrators • Objectives • Target audiences • Type and frequency of content • Comment policy • Monitoring policy • Releasable
  19. 19. CRISIS SITUATION Winter 2015 19
  20. 20. CRISIS SITUATION Winter 2015 20 Before a crisis • Establish a presence • Plan and train • Identify keywords • Identify key audiences • Post regular, relevant content • Establish a list of alternative communication methods
  21. 21. CRISIS SITUATION Winter 2015 21
  22. 22. CRISIS SITUATION Winter 2015 22 During a crisis • Use all channels • Communicate information as it is released • Listen • Identify and correct misinformation
  23. 23. CRISIS SITUATION Winter 2015 23 After a crisis • Thank community members • Ask for lessons learned • Provide updates
  24. 24. PRIVACY SETTINGS Winter 2015 24 Facebook • Tailor posts Each post can be tailored to the audience you want to reach.
  25. 25. IMPERSONATION Winter 2015 25 • Policies vary social network to social network • Work through public affairs officer to coordinate support from headquarters public affairs
  26. 26. CONTACT INFORMATION Jason Kelly Director, U.S. Navy Digital Media Engagement 703-614-9154 Jason.S.Kelly@Navy.mil @JasonKellyPAO Winter 2015 26

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