Opportunities for social media in a comprehensive approach
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Opportunities for social media in a comprehensive approach
- 1. Opportunities for the application of social media in the comprehensive approach Rick van der Kleij RTO HFM-201 Specialist Meeting Social Media: Risks and Opportunities in Military Applications Tallinn, Estonia - April 2012
- 2. 2 Dr. Rick van der Kleij Social media
- 3. 3 Dr. Rick van der Kleij Social media Source: /blog.psaonline.org
- 4. 4 Dr. Rick van der Kleij Social media …with the help of social media? Monitor listen, Intel, look 2. Send Inform, broadcast, PsyOps Ask Ask the crowd, crowdsourcing Interact Collaboration, co-creation
- 5. 5 Dr. Rick van der Kleij Social media Is this a military social media listening center…
- 6. 6 Dr. Rick van der Kleij Social media What are the risks?
- 7. 7 Dr. Rick van der Kleij Social media How to guarantee OPSEC?
- 8. 8 Dr. Rick van der Kleij Social media
- 9. 9 Dr. Rick van der Kleij Social media
- 10. 10 Dr. Rick van der Kleij Social media Egypt shut down the Internet for five days starting from January 28…
- 11. 11 Dr. Rick van der Kleij Social media How social is social media?
- 12. 12 Dr. Rick van der Kleij Social media
- 13. 13 Dr. Rick van der Kleij Social media The peacebuilding dilemma: UN headquarters in Baghdad lies in ruins after a massive suicide bomb explosion in August, 2003
- 14. 14 Dr. Rick van der Kleij Social media Opportunities for the Comprehensive Approach
- 15. 15 Dr. Rick van der Kleij Social media
- 16. 16 Dr. Rick van der Kleij Social media
- 17. 17 Dr. Rick van der Kleij Social media
- 18. 18 Dr. Rick van der Kleij Social media The crowdsourced Experimental Crowd-derived Combat-support Vehicle
- 19. 19 Dr. Rick van der Kleij Social media Lego is famous for crowdsourcing new models
- 20. 20 Dr. Rick van der Kleij Social media Closed call: specific individuals or groups are targeted to respond.
- 21. 21 Dr. Rick van der Kleij Social media
- 22. 22 Dr. Rick van der Kleij Social media
- 23. 23 Dr. Rick van der Kleij Social media To conclude There is a need for the Comprehensive Approach Social media may help in managing interdependencies Too many risks involved to proceed without caution Do benefits outweigh risks? We need data-driven research Collect evidence, purpose and utility When does social media work... and when not? Many initiatives to be found in the field Start small… “crawl, walk, run, fly”
- 24. 24 Dr. Rick van der Kleij Social media Thanks for your attention Questions More information: Dr. Rick van der Kleij, Research Scientist Behavioural and Societal Sciences at TNO Rick.vanderKleij@tno.nl
Editor's Notes
- Thank you all for being here The next 20 minutes I will be talking about social media and civil/military cooperation I will explain how social media may help this comprehensive approach. And I will talk about the risks involved in the use of social media in expeditionary operations. The organization I work for is TNO; which stands for the Netherlands organization for applied scientific research. A large non-profit organization. Titel van de presentatie 01-06-12 12:00
- As you can see, there is a need for the comprehensive approach. Titel van de presentatie 01-06-12 12:00
- So what is the CA? Here you see a picture of a couple of guys working together NGO’s, GO, military and so forth. This is what the CA stands for … In my opinion the CA is all about coordination, collaboration, and m anaging interdependencies between various actors; many-to-many communication. However, it has proven difficult in the past to coordinate and collaborate between the actors engaged in peacekeeping operations. The question is: how should we build a culture of cooperation and manage interdependencies in the best way possible ? Titel van de presentatie 01-06-12 12:00
- We think that social media may help civil/military cooperation, and, hence, the comprehensive approach. Tools are needed to support many-to-many communication at an inter-organizational level. Social media is all about many-to-many communication, not about us telling them what to do. Social media are needed to more effectively: 1. listen better to our allies, stakeholders and enemies 2. inform and influence the opinions of our allies, locals, GO, enemies, etc. 3. Ask stakeholders for their opinions and their help 4. Discuss and collaborate with all stakeholders involved Titel van de presentatie 01-06-12 12:00
- Here I have a picture of a military listening centre, or not? So who thinks this is a military listening centre?/ who thinks that this woman is working for the military? … No, this is the Nvidia social media command center. Nvidia is a visual computing technology company. Social media has potential, however it is hardly used within the military. Why is that? And what are the risks of social media for the comprehensive approach? Titel van de presentatie 01-06-12 12:00
- (Picture Source: prosintraining.com) Good point. Now we see that we need social media but are hardly using it. But what are then the risks of implementing social media… In an expert workshop we identified several risks that stand in the way of successfully implementing social media. On the next slides, I will discuss some. Titel van de presentatie 01-06-12 12:00
- Threats: OPSEC Will a combination of social media to be used at the lower levels of classification and military C2 systems provide for a satisfactory level of system awareness and harmonization between partners? Of course. OPSEC is not really a problem of social media, but of the people using them and about educating them in the usage of social media. Titel van de presentatie 01-06-12 12:00
- Another problem is the use of fake sites, fake persona. How do we know that the person we speak with, is sincere and real. We do it; but of course if we do it, the opponent can do it as well: Opponent is posing as MOD to undermine goodwill locals or partners Titel van de presentatie 01-06-12 12:00
- To many social media; where is my target audience “hiding”? How to reach my colleagues? How to monitor, send, ask and interact when I do not know how to reach “them”. Titel van de presentatie 01-06-12 12:00
- Dependent on IT-infrastructure: what if local government shuts down internet or a natural disaster takes place, such as an earth quake. Israel army banned social networking sites 2010 earthquake destroyed Haiti's electrical infrastructure Titel van de presentatie 01-06-12 12:00
- Another problem identified by one of our workshop participants, is that social media are not social. In stead of talking to real people, you sent each other short staccato like messages. The communication medium is, compared to face-to-face communication very poor. Titel van de presentatie 01-06-12 12:00
- There is so much happening at the same time: How to deal with all this information? The risk of information overload. Not only information overload. Also a lot of crap is produced… A lot of non-relevant information is circulating on social media, how to filter all this information? Titel van de presentatie 01-06-12 12:00
- The peacebuilding dilemma: NGO’s do not openly want to collaborate with the military on social media. Humanitarian organizations have expressed concern about the impact of civil-military cooperation on their ability to remain impartial, neutral, and independent in fulfilling their core tasks. Titel van de presentatie 01-06-12 12:00
- Now lets look at some of the opportunities that were identified during our workshop. Titel van de presentatie 01-06-12 12:00
- First, with social media each stakeholder or soldier becomes a sensor in a large network enabling netcentric working. You will be able to track your allies and receive information near real time. Titel van de presentatie 01-06-12 12:00
- Moreover, the speed of information exchange will increase significantly. You will be able to communicate directly with parties that are interesting to you, without the interference of a moderator. Titel van de presentatie 01-06-12 12:00
- Second, social media may help in assessing the effects of the operation, for example through polls. How is the morale? Am I doing the right things? Titel van de presentatie 01-06-12 12:00
- Third, you may use social media for crowdsourcing purposes. In stead of doing it all by yourself, you could ask your partners or civilians for help. An nice example of successful crowdsourcing is the Crowd-derived Combat-support Vehicle that was the results of a design challenge among the general public. Last February, the Defense Advanced Research Project Agency (DARPA) partnered with Local Motors and announced the Experimental Crowd-derived Combat-support Vehicle (XC2V) Design Challenge. The public was asked to design a military vehicle that could execute two types of missions: Combat Reconnaissance and Combat Delivery & Evacuation. A prototype of the winning design, the XC2V Flypmode, has just recently been constructed Titel van de presentatie 01-06-12 12:00
- Another nice example of crowdsourcing is used by lego. Customers design new products which may eventually become part of the official lego collection. Titel van de presentatie 01-06-12 12:00
- A special kind of crowdsourcing is Prosourcing: Crowdsourcing at own troops : china’s backoffice… Closed call (prosourcing, or direct message), anyone or specific individuals or groups are targeted to respond. Titel van de presentatie 01-06-12 12:00
- Fourth, social media are Cheap: off-the-shelf hardware… Titel van de presentatie 01-06-12 12:00
- And are easy to; The military does not have to sent their personnel on expensive and time consuming courses anymore. Titel van de presentatie 01-06-12 12:00
- Many initiatives to be found in the field… we just have to go out there and find them. And identify the lessons learned Find the (mini) successes and learn (quick) from (mini) mistakes. Consider inside-out strategy (use enterprise social media as well, to learn the new tools, experiment, gain experience and exchange knowledge) before trying (risky) new ways of working in the outside Titel van de presentatie 01-06-12 12:00
- Titel van de presentatie 01-06-12 12:00