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Transitioning from “Social Media” to “Mission Media”: Using Social Media to
Achieve DoD Missions
October 13, 2011
Presented by
Maxine TellerDirector, Strategy & Business Development
Setting the Context for Social Media
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Social media is not about the tools & technologies
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Social media is changing the way we communicate
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Our communications were modeled after broadcast hierarchy
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Power is shifting…to the people
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Digital Natives are wired differently
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People no longer trust institutions, they trust people
Blogs
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People trust people they know
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“You’ve got to be in it to win it”
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social media
use
understand
Social media is a Catch-22
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social media collaboration
use
understand
do
understand
Collaboration is a Catch-22
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social media collaboration
use
understand
do
understand
Social media + collaboration = a Catch-44
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Collaboration requires a leap of faith…
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social media collaboration
use
understand
do
understand
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social media collaboration
use
understand
do
understand
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… or a strategic imperative
• Recruitment• Retention• Budget cuts: do more with less
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Government agencies face unique challenges with using social media
Technology• Access• Security risks• Bandwidth• Legacy systems• 508 compliance
Policy• Terms of service:
indemnification & state jurisdiction
• Advertising & endorsement
• Procurement: free tools, gratuitous
• Privacy• Surveys
Culture• Explorative• Information sharing• Size• Agency silos• Top-down• Complex, hierarchical
organizational structures
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Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
social media experience
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Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
1-way → 2-way
social media experience
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Social Media Adoption Curve
education
observation
broadcast
participation
relationships
collaboration
1-way → 2-way
take value → add value
social media experience
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Successful social media participation is driven by collaborative principles
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1. Focus on your mission
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2. Meet people where they are
destination sites distributed web
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Talk at an audience Build relationships
3. Participate in the conversation
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4. Be real
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trust
5. Share that which is most valuable
Information = Power Information SHARING * Power
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6. Catalyze collaboration
DoD
Services, Components
Programs
Individual Expert
Tom Letia Juan Susan Jo Vance CynthiaCommunity Connector
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Six principles of successful social media participation
1. Focus on your mission2. Show up3. Build relationships4. Be real, be authentic5. Share that which is most valuable6. Catalyze collaboration
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Maxine TellerDirector, Strategy & Business Development
Twitter: @mixtmedia
