This document discusses the use of social media for psychological operations. It begins with an introduction by David, who presents on this topic but notes that his views do not represent any official organizations. The presentation covers strategies for using social media in PSYOPS, why it is vital, and digital storytelling techniques. It emphasizes building credibility through transparency and engagement with target audiences. It also notes that social media engagement must match organizational culture and have full leadership buy-in to be effective. The goal is to listen to target communities and influence them through empathetic, culturally-aware communication over time rather than just outbound messaging.

1. Social Media
in
Psychological Operations
9 July 2014
for
Psychological Operations Planners Course

2. The views expressed by David during the following
presentation
DOES NOT IN ANY
WAY
reflect the views of the:
United Kingdom,
United Nations,
any National Governments,
NATO (SFOR, KFOR, ISAF) etc
(the list is not exhaustive).

3. Who am I?
Digital Storyteller
Thought Leader
Change Agent
Social Media Trainer
Digital Native

4. So what's on the Menu for Today?
An introduction to Social Media for Psychological Operations.
Strategy?
Why Social Media is VITAL to you in PSYOPS.
All this incorporates - Digital Storytelling.
PLUS
An interesting “Sneak Peak”

5. Today we are going to create some
CHANGE AGENTS

7. The Value Exchange.
Transparency =
Believability =
Credibility

8. Today's Value Exchange.
You get some Solid Advice
I get (hopefully) some more
Followers/Viewers

9. Play

10. The Problem.
Academics and
Theorists contaminate
the Military Social Media
space.

11. Social Networks can provide you with:
Added information from within mission areas for better
coordination with supporting stakeholders.
Tracking REALISTIC current social trends for better
understanding of the Target Audience(s).
Helping to connect Target Audience(s) with the relief
resources like food, water, etc.

12. The rush to start using social media tools though
MUST NOT
outweigh the need to develop a social media
engagement strategy!

13. Coca-Cola Journey to
Work
“Coca-Cola is the most
popular and biggest-selling
soft drink in history, as well as
the best-known brand in the
world.

14. Psychological Operations.
THINK

15. First World countries with Third World Technology
Third World countries with First World Technology

16. Somalia?
Mobile
Networks?

17. AMISOM

18. Technology races these days

20. Considerations
What is the specific organisational need that Social Media
could help meet?
How many hours a week do we believe we need to spend on
Social Media Activities?
What do we believe can go wrong?

21. Organisational Culture
Social Media Engagement has to match:
“How we work around here”
But needs to reflect the needs of the community of
interest.
Flash To Bang times (sign off delegation?)

22. YOUR Influence Activity
Make sure you have 100% “buy-in” from the
C2 (Management).
The C2 (Management) believe in Social Media!
The C2 (Management) understand this is a
long-term effort.
The C2 (Management) Endorses the Strategy!

23. Pause that Thought
Do we mean C2 as in Command and Control?

24. OR
Control and Command?

25. An alternative view to OPSEC

26. In the Social Sharing world WE
need to use information too.

27. It's ALL about Engagement

28. Play

29. The Target Environment
(where our Tribe of Interest Lives)
Who is the tribe?
Who are we engaging with?
How do they use social media?

30. It TAKES TIME to build the
organisational presence on
the web!
Tools will not cost but
resources are needed and
TIME.

31. Inbound vs Outbound

32. A tip to not messing up on SM.
When using SM think like you are a Brand.
Brands and Products Influence in our modern world.
Whatever you think, so do you when you post on SM.
So think about bad brand awareness.
Think about airstrikes going wrong,
your organisation messing up.

33. “Communication, whether inbound or outbound, is
now powered by conversations, and the best
communicators always start as the best listeners.
And the best listeners are those who empathise
while they are listening.“
Brian Solis

35. V.I.T.A.L
V.I.T.A.L
content
Video, Images, Text, Audio, Links

40. Ukraine

41. Ukraine

42. Ukraine on G+

43. Tools are being developed

44. Social Media
A Commanders thoughts

45. Something to think about:
Transparency is the way ahead
You can not not influence
In Afghanistan it could be NATO failed because:
Insurgents use Information backed with HARD power
NATO uses HARD power supported by Information
PLUS
Insurgents win EVERY time as they are culturally aware and they
speak the way the audience understands.

46. Any questions?

47. twitter.com/infoopshq
skype: dfbmbe
Facebook: InfoOpsHQ
email: ops@infoopshq.com
SMS: 00387 65 393341
www.infoopshq.com