Navy Social Media -- Effective Use - SEP 2010 - for dinfos

transcript

Effective Use

Navy Social Media

CDR Scott McIlnayDirector, Emerging Media

Dept. of the Navy, Office of Information

Objectives – Effective Use

How to effectively listen in social media How to put together a strategy for engaging in

social media How to effectively use content in social media How to manage social media presences How to evaluate the effectiveness of social

media Tutorial: Facebook, Twitter, Blogs

Listening

The most important thing you can do is listen! Listening to the conversation about your

command and its issues can save your bacon! Identify those keywords that relate most to your

command and its issues Listening can be as simple as doing a search

about your command on Facebook, Google, Twitter, etc.

Listening can seem overwhelming

RSS Feeds Can Help

ReallySimple

Syndication

Google News & Blog Search offer RSS Feeds

Twitter Search Offers RSS Feeds Too

Copy the Feed

Paste it into Google Reader

And you have added to your reader!

Strategy

Your command should have a social media strategy

GoalWhat big picture reason do you have for using social media?

ObjectivesSet realistic & measurable objectives to track progress

Target stakeholdersIdentify the groups you hope to engage

ContentDetermine the story you want to tell and howTIP: Ground content decisions in goals and target audience

SOPCreate a set of standard operating procedures governing

Communications Strategy

To develop a strategy, ask your command:

Whyshould we use social media?

Whodo we want to engage?

Whatare we going to talk about?

Howwill we manage our accounts and who will do it??

HINT: Responses to these questions should come directly from your command’s communication strategy/plan

Why should we use social media?

Tip 1 What is your goal?Social media goals should reflect your command’s communication goals.

Tip 2 What are your measurable objectives?Plan for the near, medium & long-term.BONUS: Consider engagement not headcounts of fans.

Who do we want to engage?

Be specific! Sailors in our

command Veterans Local community

authorities Local residents Navy families in your

geographic region

3. What do we want to talk about?

Tip 1Find topics that interest your stakeholders and achieve your communication goals.

Tip 2 Create a content calendar, providing a quick visual for plansBONUS: Share the calendar across your organization for full communication integration

Tip 3 Be flexible & allow your stakeholders to shape conversation too. Listen to your audience & enable a real dialogue.

How is the account managed?

Tip 1Determine most appropriate team to manage account(s).BONUS: Use mix of public affairs, leadership, other personnel.

Tip 2 Determine the right roles and level of access for each manager on each toolBONUS: Have a back-up plan for emergencies.

Tip 3 Develop a standard operating procedure to manage workflow, assign tasks & allow for seamless personnel transitions.

Experiment with different platforms and content

Consider your social media efforts in a constant beta and don’t be afraid to try different methods…

Ask for feedback from your community• Is this how you want us to communicate with you?• Would you like to receive information about XYZ topic

on Facebook, Twitter, via email, via phone call, or another method?

• How can we better communicate with you?

Communications Planning

Content

Chain of Command

Everything published online must be released in accordance with the Navy Public Affairs Regulations (SECNAVINST 5720.44B)

Release authority is delegated by both higher command and your commanding officer• Standing public affairs guidance (PAG) by your next

senior command may specify what may or may not be released from subordinate commands

• Anything not expressly prohibited from release may be released in accordance with the PA Regs by your commanding officer or those he or she delegates

Content present on official Navy public websites or social media presences can be shared

Chain of Command

Accuracy > Speed

We are living in a 24/7 news cycle and speed of information

is very important, but accuracy of information released from official Navy sources is essential.

While we need to do everything we can to publish information as soon as it becomes available, we cannot compromise accuracy for speed.

Chain of Command

But don’t wait to communicate

DO NOT wait to address an issue of particular relevance to your command!

Comment on the most current information you are able to release showing care and responsiveness to your community and update them as soon as you have new information.

Chain of Command

Don’t let perfect be the enemy of good enough!

It is up to you to weigh the needs of accuracy with timeliness

Mistakes happen, what you do with them is what makes the difference!

Social media affords you the ability to quickly correct those mistakes

Admit any mistakes, learn from them and use them to better inform your audiences

Content is King!

Traditional content is still important:• Press Releases• News Stories• Imagery• Packaged & Raw Video

We also need to think of content in new ways:• 140 character posts• 420 character posts• Blog posts (1st person narrative)• Video formatted for social media

(minimal editing, little to no production or voiceover, short clips (30 seconds – 3 minutes), multimedia

• Engaging content: Questions and calls to action

• Microcontent: Quotes, statements, etc.

During Operation Unified Response: Personal stories, photos and videos of Sailors resonate with fans

Content is King!

Mainstream Media articles and clips

Information for the Command as long as it does

not violate OPSEC

Notes from the Commanding Officer, Executive Officer or

Command Master Chief

Content is King!

Would you share this post with your friends?

Content is King!

Photos are very popular on social media and easy to share -

try a photo contest.

Would you re-tweet this post?

Would you share this photo with your friends?

Content is King!

To sum up:• Be creative• Be engaging• Be informative• Be personal• Be visual• Add value• Build trust• Ask yourself “would I share this?”

Content is King!

http://www.slideshare.net/USNavySocialMedia/snapshot-awesome-content

Management

HootSuite

Click on lo

Posterous

Sign up with Posterous

Make sure you choose your command name as easily searchable as possible for the name

Posterous

Facebook Mobile

Google Calendar

Evaluation

Facebook Insights

300+ comments on Twitter and growing at a rate of ~5 tweets per minute

Twitter traffic including terms “pirate” and “Alabama” did not trend at all on Twitter until last night and exploded this morning (see graph A at right)

Blog, forum and comments online reflected the same timing as Twitter (see graph B at right)

Sample Twitter updates: • “Maersk Alabama thwarts 2nd

pirate attack”• “Pirate Attack On Maersk

Alabama Repelled By Guards”• “Another pirate attack on U.S.-

flagged Alabama”

Graph A: Tweet Stream for “pirate” + “alabama”

Graph B: Total online traffic for “pirate” + “alabama” + “maersk alabama” + “navy”

Maersk Alabama Repels a 2nd Pirate Attack

Twitter

Bit.ly and Ow.ly

• Top stories related to the Navy and Haiti include

• Carrier as floating airport• Hospital ship• Go Navy! / Thank you• Evacuation of Americans• Comparison to Indonesian Tsunami• Logistics challenges

Mentions of “Haiti” and “Navy” over the past 5 days

Mentions of “Haiti” and “Navy” by region over the past 5 days

Top keywords related to “Haiti” and “Navy” as of 0500, January 15, 2010

Radian 6

Post from NSA Mid-South

Post from Navy family page

mentioning NSA Mid-South

Adding new in-formation

Asking question about relief ef-

Posting photo Providing sup-port/prayers

Asking if they can help

Off-Topic Thank you

Series1 0.181818181818183

0.112299465240642

0.106951871657754

0.294117647058824

0.0427807486631016

0.122994652406418

0.0909090909090914

0.0213903743315508

0.0267379679144386

12.50%

17.50%

22.50%

27.50%

32.50%

Posts to NSA Mid-South Facebook Page during flooding in TN

Don’t just rely on built-in tools

Social Media Tutorial

Social Media TutorialFacebook, Twitter & Blogs

Objectives – Command Use

How to effectively listen in social mediaHow to put together a strategy for engaging in

social mediaHow to effectively use content in social mediaHow to manage social media presencesHow to evaluate the effectiveness of social mediaTutorial: Facebook, Twitter, Blogs

CDR Scott McIlnay, APRDirector, Emerging Media Integration

Department of the Navy, Office of Information

scott.mcilnay@navy.mil(O)703-692-4718

LT Lesley LykinsDeputy, Emerging Media Integration

Department of the Navy,Office of Information

lesley.lykins@navy.mil(O)703-695-6915

Questions?

Navy Emerging Media on Slidesharewww.slideshare.net/USNavySocialMedia

Facebook

Types of Facebook Accounts

Accounts• Personal Profile• Business

Types of Facebook Pages

Page Naming

Official pages are open to the public and indexed by search engines such as Google.

In order to be best found the name of your page should be clear and easily understood.

Ex.: If you are a member of Strike Fighter Squadron 11 “The Red Rippers”:• Good – VF/A 11 • Better – The Red Rippers• Best – The Red Rippers, Fighter-Attack Squadron 11

(VF/A 11)

Building your page …

Add Admins

Upload Logo

Add Posting Policy/Disclaimer

http://www.chinfo.navy.mil/socialmedia.html

Setup your Wall

Add Some Content

Get Your URL

http://www.facebook.com/username

Register Your Page

Navy Social Media directory http://www.navy.mil/socialmedia

Facebook Best Practices

Customize your page using Facebook apps (and don’t be afraid to experiment)

Be transparent – identify yourself and let your audience know what’s going on

Listen to your audience and be responsive – it takes two to have a dialogue

Use Facebook insights to learn about your audience

Give your audience the kind of content they want Manage the signal-to-noise ratio Keep posts short (420 characters is the max) Use multimedia to help tell your story Everything you and your audience posts is being

watched by the world

Facebook Resources

http://www.allfacebook.com/ http://www.slideshare.net/USNavySocialMedia/facebooks-h

ow-to-build-a-govmnt-pages-manual-from-facebook Social Media Roadmap (on PANet) http://www.slideshare.net/USNavySocialMedia/us-navy-intr

o-to-facebook-presentation http://www.slideshare.net/USNavySocialMedia/us-navy-fami

ly-readiness-groups-and-facebook http://www.slideshare.net/USNavySocialMedia/facebook-ba

sics-for-navy-commands http://www.slideshare.net/USNavySocialMedia/navy-privacy

-facebook-february-2010-new-homepage-application-settings

http://www.slideshare.net/USNavySocialMedia/facebook-geo-targeting-post

http://www.slideshare.net/USNavySocialMedia/opsec-snapshot

Twitter

Starting your Twitter account

Your Twitter Account

Register Your Page

Twitter ‘Home’ vs ‘Profile’

Kinds of Tweets

Posts or ‘Tweets’

ReTweets or ‘RT’

Public replies or ‘@Replies’

Direct Messages or ‘DMs’

Following

Followers

Favorites

Hashtags

Shortened URLs

Register Your Page

Twitter Etiquette

Don’t ask for people to retweet your posts Follow those who follow you* Thank those who follow you Thank those who retweet you frequently Give credit to those you retweet Retweet content of value to your followers** Be responsive to those who @reply or DM you

when they are asking a question

*Establish guidelines for who you should follow (ex. may not be the best idea to follow an account with a political agenda)

** Be mindful of retweeting content from non-USG/DoD/DoN parties. It is ok to do, just avoid the appearance of favoritism

Twitter Best Practices

Assume everything is public, only tweet releasable info. 140 Characters max but 80-120 Characters ideal Abbreviations and creative spelling acceptable as long as

meaning is clear Tweets need to have value to the reader Be engaging, be a person Humor and wit are acceptable and even desirable Don’t make your tweet obscure, make it clear what you’re

talking about Include a URL to more content Include the “so what” on why this is important Include call to action Make your tweet searchable by using keywords and

hashtags Manage your signal-to-noise ratio 83

Twitter Resources

http://tweetmeme.com/ http://business.twitter.com/twitter101/ Social Media Roadmap (on PANet) http://www.slideshare.net/USNavySocialMedia/ho

w-to-set-up-a-twitter-account http://www.slideshare.net/USNavySocialMedia/na

vy-recommended-privacy-settings-for-twitter http://www.slideshare.net/USNavySocialMedia/twi

tter-lists-2520857 http://www.slideshare.net/USNavySocialMedia/sn

apshot-twitter-management-3621642

Starting a blog

Blog Layout

TAGS COMMENTS

CONTACT RSS FEEDS

WIDGETS

Starting your blog

QUICK LOOK AT COMMENTS

QUICK ACCESS TO POSTS

New Post

PUBLISH

CONTENT

Navy Social Media -- Effective Use - SEP 2010 - for dinfos

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