Why Facebook and Twitter can be as effective as a military jet or a machine gun during the war? How to promote an image of a brave, competent soldier and not to delve into mindless militarism? What are the realities of a "hybrid war"? Oleg Naumenko is a member of One Voice Policy StratCom group at the Administration of the President of Ukraine, working in military public affairs and forming a new image of the Ukrainian Army. He is going to talk about the role of social media and digital communications in reforming Ukraine's military and how the conflicts in the Internet and real battlefields became increasingly interlinked.

1. Crisis
Communications
Creating a media-friendly Army in times of war

2. Timeline
• November-February, 2014: Euromaidan protests in favour of signing Ukraine-
EU Association Agreement and the rule of law escalate in a nationwide
movement. Former authoritarian President Yanukovych flees the country
• Late February, 2014: Mass protests in Crimea fuelled by Russian propaganda
• March 1: Russia’s Federation Council authorises Vladimir Putin to use troops
abroad. Emergence of special ops in Crimea, “the little green men”
• March 16: illegal plebiscite and annexation of Crimea
• April: Russian special ops groups seize administrative buildings in eastern
Ukraine
• April-present: Ukraine launches Anti-Terrorist Operation that escalates into
military confrontation with Russian proxy forces and active servicemen

5. How do you make a trustworthy
military amid information war?
• Nothing is too small to ignore. A rumour may go
viral and have an explosive effect.
• Why so serious? If you mock it, you will win it.
• Cross-platform engagement: print, websites, social
media and word-of-mouth to reach different
audiences.
• Invented traditions and media campaigns to provide
a new narrative.

7. The need for speed
• Kominternove village incident. Rapid advance of militant
forces in “gray zone” provokes information crises,
domestic discontent and confusion
• Formerly confidential operations turn public. Ukraine’s
Special Operations unit. Tackling criticism and promoting
transparency raises profile of the military
• Internal becomes external. Every soldier can bring
attention of the media by one post in social media

8. Using humour
• A rumour about total
military mobilisation
spread via pro-Kremlin
and third-rate websites
• General Staff jokes
instead of taking it
seriously.
• Over 7,400 Likes & 4,500
Shares

9. Tackling panics
• A nice reminder about
information hygiene can
make news and tackle
attempts to instigate
panics
• New image of the General
Staff and the military
• Over 2,100 Likes & 3,500
Shares

10. Bridging the gap between
military and civilians

12. Military as Art
• Second Floor Art Center in the Presidential Administration
changes the ways we see government offices. Combines
digital and conventional communications
• Digital campaigns transparency and modernising
character of the government
• Notable guests include U.S. Vice President, NATO
Secretary-General, IMF Chief, President of Poland and
many others.
• http://secondfloor.gallery/en/before-after/

14. Inventing traditions

16. Using soldiers’-generated content:
https://www.youtube.com/watch?v=v5R9S
ZM2jaE (0:10-1:24)

17. Behind the scenes