SOCIAL MEDIA SNAPSHOT

SOCIAL MEDIA SNAPSHOTDepartment of the Navy (DON)

All Navy Message (ALNAV) 056/10 Internet-based Capabilities Guidance –

Official Internet Posts

SOCIAL MEDIA SNAPSHOT

ALNAV 056/10 was issued on August 19, 2010 providing guidance and requirements for DON personnel on the use of social media in an official capacity

http://www.npc.navy.mil/NR/rdonlyres/AD9DB957-11CC-4118-92F8-6CB2CD54D768/0/ALN10056.txt

SOCIAL MEDIA SNAPSHOT

“Official Use” includes:

1. Official Representation: Command representatives commenting in an official capacity on social media sites

2. External Official Presences (EOP): Official public affairs activities conducted on non-DoD sites on the internet

3. Non-Public Affairs use of Internet Based Capability (IBC): Use of wikis and other collaboration tools to support mission related functions

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1. Official Representation= Social media use by Navy personnel in official capacity

• Official use by Navy personnel refers to posts on both DoD and non-DoD websites and social media presences

• Official use is when posts are meant to represent a command and by extension the Navy

• This means that the only people that should be making official posts on behalf of a command are:

– Commanding Officers,

– Public Affairs Officers, or

– Those people designated to speak on behalf of the command

Example: CDR McIlnay commenting on Danger Room blog to add official Navy information

Example: CDR McIlnay posting a message to the US Navy’s Facebook Page (we know this is CDR McIlnay because of the initials signed at the end of the post)

SOCIAL MEDIA SNAPSHOT

2. External Official Presences= Official command sites

• Official use by commands refers to using Internet-based capabilities (e.g. Facebook, Twitter, etc.) as a means of communicating official command information.

• These are referred to as External Official Presences (EOPs)

• EOPs are by DoD Policy Public Affairs Activates and subject to Public Affairs regulations

Example: U.S. Navy Facebook Page

Example: Commander, Naval Air Forces Twitter Account

Example: Fleet Forces Command blog

SOCIAL MEDIA SNAPSHOT

3. Non-Public Affairs Use of IbCs= Using collaboration tools in an official capacity

• Official use also includes using Internet-based Capabilities for collaboration. For example:– Using a wiki to collaborate on a

document

– Sharing an online calendar

• This official use is not considered a public affairs activity

• Users should be mindful to only collaborate on unclassifed, non-sensitive issues.

• If collaboration of sensitive but unclassified (SBU) information is needed, a secure tool such as Intelinkshould be used.

Example: CHINFO’s shared social media planning calendar on Google calendar

Example: Navy Recruiting Command’s wiki workspace on PBWorks

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Dos anD Don’ts of posting to

the internet in an official Don

capacity

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Use social media in an official capacity—It’s a great way to

communicate with Navy stakeholders!

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Allow just anyone to post for your command

• Official posts must be made by DON personnel authorized to speak on behalf of their command

• Exceptions: Other personnel may make official posts if:– Under direct supervision of the official

authorized to release that information

– Given the authority for public release of information by the DON official with authority for public release (applicable for contracted public affairs personnel)

• All posts should be transparent that the author is representing their command.

SOCIAL MEDIA SNAPSHOT

Post information that hasn’t been publicly released

Such as:• Classified information

• Pre-decisional information

• Proprietary information

• Business sensitive information

• OPSEC

• FOUO or privileged information

• Information protected by the Privacy Act of 1974 or the Health Insurance Portability and Accountability Act (HIPAA) of 1996

• Information about casualties prior to authorization of publication of information

• Information regarding events or incidents currently under investigation

• Copyrighted or trademarked information without permission

• Unit or other personnel lists/rosters, charts or directories with the names, addresses, and telephone numbers of unit members. Does not apply to the name, rank, or business contact information for a CO, XO, CMC, or command ombudsmen

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Endorse anything

Don’t post information that

• Is political in nature

• Implies endorsement of non-federal entity products or services

• Links to entity that may imply endorsement such as charitable sites

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Link to related, appropriate external articles

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Identify yourself and your official affiliation with the DON

Include in all official posts:

• Name

• Rank

• Title of author (unless otherwise obvious that the post is by the official page administrator)

Make no attempt to disguise, impersonate or otherwise misrepresent the identity or affiliation of the author. Anonymous posts are prohibited.

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Tell the truth and use spell check

Take care to write in a professional manner and use correct spelling and grammar

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Treat others with respect

• Refrain from release of information about private individuals

• Refrain from inappropriate comments about leaders

• Refrain from inappropriate comments about junior personnel

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Correct misinformation politely

• Correct misinformation in a respectful, clear and concise manner

• Personal attacks are prohibited

A discussion on the U.S. Navy Facebook Page raised concerns over OPSEC among fans. No OPSEC violation, in fact, took place and Navy responded:

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For External Official Presences[AKA your command’s Facebook Page,

blog, Twitter account, etc.] there are fiverequirements in addition

to those already outlined, that you must comply with…

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Register your sites

www.navy.mil/socialmedia

www.marines.mil/socialmedia

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Designate a site administrator

Site administrators are responsible for ensuring:1. Content posted to the site is in compliance

with content restrictions

2. The site is configured securely in coordination with the command’s information assurance manager (IAM)

3. A comment policy is in place (if you allow comments)*

*Standard comment policy can be found here, WWW.CHINFO.NAVY.MIL/SOCIALMEDIA/USER_AGREEMENT.DOC

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Develop an SOP for posting

• How will information be approved before publishing?

• How will you ensure information is compliant with content requirements?

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Link to your command’s official website

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Monitor your sites regularly

• Monitor what community members are saying

• Evaluate effectiveness of tools

• Regularly check to make sure the site is in compliance with security requirements

• Keep an eye out for fraudulent or objectionable use