Introduction To Social Media: Communication Skills

Public Affairs Qualification Course
Communication Skills
Functional Area 6
TPFN: DINFOS-PAQC-ADL-006-001-001, 002
Introduction to Social Media
According to a December 2008 survey “Statistics Show Social Media Is Bigger Than You
from World Internet Usage Statistics News and Think” video link
Population Stats, approximately 1.5 billion of the
6.7 billion people in the world use the Internet. The As public affairs professionals, you are
study also states that Internet use in North America responsible for researching, preparing, conducting
has grown 129.6 percent since 2000, whereas it and assessing communication operations in the
jumped to 1,296 percent in the Middle East, and information battle space, and you must consider
1,100 percent in Africa, with only a moderate using all available communication means to fulfill
increase in Europe at 271 percent and 469 percent this dynamic role. Social media allows messages
in Asia. Even media outlets in non-democratic parts to spread far wider than initially intended, and
of the world, such as Al-Jazeera, employ blogs and tools like blogs (such as DODLive,) micro blogs
other social media technology to disseminate news (such as Twitter,) social networking services (such
content. Though there is a mass movement to new as Facebook,) and custom social networks (such
and emerging media by the mainstream media, the as Ning-based platforms) provide instantaneous
American public and the military, these resources communication with specific audiences.
continue to be infiltrated by insurgents and terrorists
using social media tools to counter our messages, Understanding and incorporating these tools will
intelligence and effective communications globally. allow you to provide a broader range of converged
products and become a better communicator. We
The Internet not only connects people with now fight wars on multiple fronts, one of which is the
information, but people with other people. Creating information front. Joint doctrine states: “Information
that people-to-people connection through the is an instrument of national power and has complex
Internet is what we call “social media.” With social components with no single center of control.
media, the traditional ways of communicating are Information itself is a strategic resource vital to
turned around. Instead of broadcasting to millions national security and allows communicators to shape
to reach thousands you can now reach millions the information battlefield.”
by communicating with just thousands. This is
because social media is a networked means of Social media is not about reaching a broader
communicating. Social media is a new way of audience – this isn’t a broadcast media. Instead, it
communicating that is dynamic and powerful and is about reaching more targeted publics and having
we ignore it at our peril. This unit of instruction them do some of the communicating for you.
is a primer on how to use social media for your
command.
What is Social Media? | Social Media Sites and Platforms | Target Audiences
| Tactics, Techniques and Procedures | Differences between Individual and Professional Engagements | Measurement and Analysis
The Defense Information School, Fort George G. Meade, Maryland 1

Public Affairs Qualification Course
Communication Skills
Functional Area 6
Introduction to Social Media
Learning Objective Required Readings
–– Define PA’s role in social media –– None

–– Demonstrate proficiency in social media
principles Method of Evaluation
Overview
This lesson will be measured with a written
–– What is social media? exam at the end of the functional area. Students
–– Social media sites and platforms will be assigned social media-related discussions
–– Target audiences within social media regularly throughout the nonresident portion of the
–– Tactics, techniques and procedures course. Students will also be required to complete
–– Differences between individual and various social media performance in the Operation
professional social media engagements Support Exercise during the resident portion of the
–– Measurement and anlysis course.
Assignment
–– None
What is Social Media? | Social Media Sites and Platforms | Target Audiences
2 The Center of Excellence for Visual Information and Public Affairs

Introduction to Social Media Communication Skills
What is Social Media?
For this lesson, we will use the

term “social media” to mean the
same as “new media,” “digital media,”
“Internet-based capabilities” and
“emerging media.”
The term “social media” is often used to describe
a very broad range of websites, Web trends,
philosophies and approaches to communication
using technology. It can be very confusing for
newcomers to figure out exactly what social media
is. Moreover, new terms are constantly evolving.
Social media is an umbrella term that defines

various activities that integrate technology, social
interaction, and the creation of words, pictures, video
and audio through the Internet. Social media uses Click here to see one way social technographics are
the opinions and wisdom of the online community explained.
to connect people to information in a collaborative
manner online. Large media organizations have lost their
ability to control content or information
Through social media, individuals or flow, and people now go to places of their
collaborations of individuals create and choosing to get the content they want when
organize Web content, edit or comment on they want it.
content, combine and share content, and
conduct conversations. Social media allows communicators to post
information when and where information
Social media uses many technologies and needs to be to reach target audiences and
formats, including Web feeds, blogs, wikis, build trust and relationships with them.
photo and video sharing, podcasts, social
networking, social bookmarking, mashups, It offers a flexible, low-cost, low-barrier-to-
widgets, virtual worlds, micro-blogs and entry opportunity to reach DOD audiences
more. via communication channels they are
already using.
Social media allows virtual, instant and
individualized dialogue through networks and Social media can drive mass media
communities. It has created an environment where coverage of events that might not otherwise
anyone can act as a journalist. People are no garner traditional media attention.
longer passive information consumers, but active
information users.
Home | What is Social Media? | Social Media Sites and Platforms | Target Audiences

What is Social Media?
Now that we know what social media is, let’s All sites must be registered on the external
discuss the DOD social media policy. official presence list maintained by ASD/
PA on the official DOD website. CDO:
DOD social media policy please link to http://www.defense.gov/
RegisteredSites/SocialMediaSites.aspx
Click on this link for Directive-type Memorandum
(DTM) 09-026 -- Responsible and effective use of Official use. Internet-based capabilities
Internet-based capabilities unrelated to public affairs are permitted. However,
since these interactions take place in the public
DTM 09-026 establishes DOD policy and venue, personnel acting in their official capacity will
assigns responsibilities for effective use of maintain liaison with public affairs and operations
Internet-based capabilities and social networking security staff to ensure organizational awareness.
services. This policy recognizes that Internet-based
capabilities are integral to operations across the Ensure information is relevant and accurate
DOD. Here are some of its main objectives: and provides no information that isn’t
approved for public release, including
The NIPRNET shall be configured to provide personally identifiable information.
access to Internet-base capabilities across
all DOD components. Provide links to official DOD content hosted
on DOD-owned, operated or controlled sites.
Commanders at all levels will continue to
defend against malicious activity affecting Include a disclaimer when personal opinions
DOD networks and take immediate actions are expressed (e.g. “This statement
to safeguard missions (e.g. temporarily is my own and does not constitute an
limiting access to the Internet to preserve endorsement by or opinion of the Defense
operations security or to address bandwidth Department.”)
constraints.)
Records management. Internet-based
Commanders at all levels will continue to capabilities used to transact business are subject
deny access to sites with prohibited content to records management policy. Content generated
and to prohibited users from engaging in outside the organization may also have potential
prohibited activity via social media sites (e.g. record value.
gambling, hate-crime related activities.)
Limited authorized personal use. Limited
Official presence. External official presence personal use of federal government resources when
will clearly identify that DOD provides the content authorized by the organization on a noninterference
on the site. You must also receive approval from basis is authorized. Individuals will employ sound
your responsible headquarters, display official DOD operations security measures.
or command seals and logos, provide links to your
organization’s official public website and actively Before we go on, let’s review some key points.
monitor your sites for compliance with security
requirements.

Review
Instructions: From the information in this lesson, you should be able to answer the following
questions. Check your answers on the following page.
Q: What is social media?
Q: What are some benefits of using social media?
Q: External official presence will clearly identify that DOD provides the content on the social
networking site. What do you need to make sure you do and monitor to ensure the official
presence policy is met?
5
Review
Answers to the questions from the previous page.
A: Social media is the umbrella term that defines various activities that integrate
technology, social interaction, and the creation of words, pictures, video and audio
through the Internet. Social media uses the wisdom of crowds to connect information in a
collaborative manner online.
A: Some benefits of using social media include low-cost environment opportunity to

expand Defense Department audiences. Social media allows communicators to post
information when and where information needs to be to reach target audiences and to
build trust and relationships with them. Social media can drive mass media coverage of
events that might not otherwise garner traditional media attention.
Q: External official presence will clearly identify that DOD provides the content on the social
networking site. What do you need to make sure you do and monitor to ensure the official
presence policy is met?
A: You must receive approval from your responsible headquarters, display official DOD
or command seals and logos, provide links to your organizations official public website,
actively monitor your sites for compliance with security requirements and register the site
at www.defense.gov.
Home | What is Social Media? | Media Outlets and Types of Categories | Target Audiences
| Tactics, Techniques and Procedures | Differences between Personal and Professional Engagements | Measurement

Social media sites and platforms
There are a multitude of social networking doing environmental monitoring of relevant

sites with new ones coming online daily. The conversations taking place in social media
point of social media is not to follow as many sites and engaging as needed.
as possible but to determine which sites have
audiences that are of most interest to you and your Develop a plan for engaging in social
organization. Research social media sites relevant media as a part of your command’s
to your unit/command. This will give you an overview communications strategy. Define goals,
of which subjects related to your unit/command measurable objectives, and a standard
are being discussed and where you need to focus operating procedure for online properties/
your attention. Pay special attention to individuals communities you will need to create and
who are regularly and actively engaging in topics manage.
related to your command, regardless of title or rank.
These individuals can be key influencers with your Implementation
audience and it is important you recognize and
incorporate them into your social media plan. –– First, update existing sites with current,
timely information, or delete sites that do
Conduct a comprehensive survey of your not coincide with your target audiences
service, branch, or unit online or communication objectives.
–– Start populating sites you decided to
–– Find out what already exists. use.
–– Visit the popular sites and the more –– Pick a consistent brand name and try to
obscure sites. stick with it.
–– Ask yourself: “Where is my community, –– Advertise internally by letting your
and who is my audience?” service members know where you are
–– Ask your audience: “What social and how they can find you. Ensure that
networking sites do you use on a you’re added to your service’s social
regular basis?” and “On which sites media directory.
would you like to interact with us?” –– Engage externally by joining the
–– See what other services, government conversation. Comment on blogs and
agencies and corporate sites are saying
and doing.
Conduct an in-depth study of what is being

said about your branch or unit on these
sites. Understanding your reputation on
social media can help you achieve your
objectives and goals.
Think of social media in two spheres – one

is the ongoing conversation out in the
world, and the other is the conversation
that takes place on your command’s official
social media presences. A PAO should be

respond to comments directed to your –– Organizational – a blog on behalf of a

command or subject matter expertise. business or organization. It can be a
Send public messages on Twitter to leadership blog with posts from a single
the other services and similar groups. leader, a group of leaders, or include
Speak to a trusted press source who content published by a team on behalf of the
might want to do a story about your organization.
foray into social media. Learn to talk, –– Categorical – a blog on a specific subject
listen and respond. area published by an individual or team of
–– Start small and carefully consider individuals. These can be businesses of
consequences. themselves or done on a hobby.
–– Be transparent. –– Personal blogs – authored by an individual
–– Track and measure your activity so you on matters both personal and professional
are able to report back on goals and –– Micro-blogs – Micro-blogs such as Twitter
objectives. Measure not only quantity provide a means for communicating and
of outputs, but the quality as it relates sharing content in a significantly shorter
to objectives. The nature and tone of and more mobile-friendly format. Content
comments may be just as important as on micro-blogs can span the gamut from
how many. organizational, categorical, and personal.
Because of the very public nature of the
Today, social media platforms can be platform, businesses have found micro-
broken up into seven main categories. There blogs particularly useful for monitoring
are thousands of examples within each of these and reaching out to potential and actual
categories. customers.
1. Feeds – Since content can be treated as Social networks – These platforms

data in Web 2.0, new site content can be allow individuals and businesses and
exported and sent out in text updates. Often organizations to create personalized pages
using code standards like RSS (Really and communicate with each other based on
Simple Syndication), feeds allow interested shared location, interest or existing social
users to gain up-to-the-second updates connections. Social networks can serve
from their favorite Web sites. Users must both broad audiences as well as niche ones
subscribe to feeds. and can be open or private
–– Open (broad) – MySpace, Facebook
2. Blogs – Short for “Web log,” the term “blog” –– Open (niche) – Linkedin (business),
is a web site that is authored by one or Plaxo (business), NavyforMoms
several individuals. Entries are displayed –– Private – Ning (note Ning is a social
in a chronological or categorical order. networking platform for establishing
Comments from readers and the authors private social networks), Intelipedia,
are allowed for each entry, giving readers Aspiringdocs
and writers an unprecedented level of
interaction. Blogs can be subscribed to
through feeds.

Podcasts – These are regularly produced create avatars (virtual representatives

audio or video products distributed through of themselves) and interact in simulated
existing Web sites and feeds. They can be worlds in and amongst other users. Virtual
of high or low production values, authored worlds can range from pure entertainment
by individuals, organizations, or government applications like massively multiplayer online
agencies. They are accessible on PCs and computer games such as World of Warcraft
MP3 players. to more socially-based sites like Second Life
and can also include purely professional
Wikis – Meaning “quick” in Hawaiian, the uses like military tactical simulations.
term “wiki” was popularized with the debut
of Wikipedia, the open-source encyclopedia Video and photo sharing sites – Video
based in the Internet. While Wikipedia and photo sharing sites such as YouTube,
encapsulated the idea of a wiki, it is not Vimeo, Flickr and Picasa allow users to add
synonymous with the Web trend itself. Wikis imagery for anyone to view and download.
are, simply, open-source documents. Wikis It is important to abide by the site guidelines
can be public, meaning any reader can and terms of use when uploading the
edit content of a wiki, to private, where only imagery. Often content on these sites can
approved authors or users can add or edit be subscribed to via a feed.
content, regardless of who can view the end
product. Now that you’re aware of what’s out there in
social media, you can start thinking about your
Virtual worlds – Web- or computer- audiences and how to use these tools to reach them.
based applications that allow users to

Target audiences within social media
Using social media gives us the ability to reach a

narrower, more targeted audience than ever before.
We are now able to drill down to a very specific
group of individuals and reach them with specific
messages. The audience you target using social
media is driven by the issue.
For example, if you want to target a specific

section of a community located near an
installation gate that sits next to a very
loud firing range, you may want to post
on their community blog rather than just
sending a press release out. People often
inaccurately assume social media can
replace existing outreach strategies rather
than understanding that they typically work
best when nested together. way in which you communicate to your internal or
external audiences. It is one tool that can be used to
–– It’s important to assess how your achieve a specific effect. It is still vital to post official
audience will receive the information statements (press releases) as you normally would
based on what they’re already doing and in a timely manner to promote consistency and instill
what is important to them. credibility with your audience and the media.
Another example might be, your unit is Using social media to target your internal audience
returning from time in a combat zone where can also be beneficial to your commander’s mission.
you know hundreds of them have been in In coordination with your higher headquarters, you
intense combat situations. You may want to can set up ways to communicate with your troops
work with your family support and medical by using sites like Twitter and Facebook. Your
personnel to create an online forum for commander can also write blogs to communicate his
service members to find information and messages.
discuss their healing. This could also be a
place for family members to share stories. It is important to remember that social media
Online forums or social networking sites is a less formal means of communication.
breed information feeling and connect Helping your commander come across in a
people. less formal and more conversational tone
will go a long way to increase credibility
When targeting your audience you must access among the people he is communicating with.
how you want your relationship with your audience
to change and if you want your audience to help An example of how you can use social
carry your messages outside its social media circle. media to communicate to your internal
audience is sending snow delays or
It is important to remember that targeting an emergency information updates by text
audience by using social media cannot be the only message or Twitter.

Target Audiences
Social media also allows you to micro target take it down to the smallest micro level of
an audience. You can target your audience at a communication.
micro level and only communicate with three people
if you want. However, you’re not weeding out but An example of this would be using your
adding to your group. Social media is inherently Twitter account to communicate with five of
viral, and while you can certainly micro-target, you your office members while running a civic
should never expect the message to stay there. Any leader tour. You can also micro-target a
communications strategy needs to include the idea specific street in your local community where
that social media is a tool of the masses. construction noise from the installation has
become a problem.
Press releases, radio and newspapers are
communicating at a macro level. Social Before we move on, let’s review.
media can be macro, but you can also

Review
Q: What does the Defense Department hope to achieve through the use of social media?
Q: When starting the implementation phase of a social media site, what do you need to ensure
you do?
Q: What is a wiki?
Q: What are some examples of social networks?

Review
Answers to theFrom
Instructions: questions from the previous
the information page. you should be able to answer the following
in this lesson,
Q: What does the Defense Department hope to achieve through the use of social media?
A: The Defense Department hopes to effectively communicate specific and strategic

messages by maneuvering in the online information battle space. The Defense
Department needs to use social media to partake in the world conversation to
communicate to our troops, American public, allies and adversaries. Social media
provides an alternate delivery vehicle for public affairs to tell the military story.
Q: When starting the implementation phase of a social media site, what do you need to ensure
you do?
A: Update sites you already have, stay with your brand, advertise internally, engage
externally by commenting and responding to other sites, start small and consider
consequences, be transparent and track your activity.
Q: What is a wiki?
A: A wiki is an open-source document. Wikis can be public, meaning any reader can edit
content of a wiki, to private, where only approved authors or users can add or edit content,
regardless of who can view the end product.
A: Facebook, MySpace, NING, etc.
Home | What
Home is Social
| What Media?
is Social Media?| Media Outlets
| Social Mediaand Types
Sites andofPlatforms
Categories | Target
| Target Audiences
Audiences
| Tactics,
| Tactics,
Techniques
Techniques
and Procedures
and Procedures
| Differences
| Differences
betweenbetween
Individual
Personal
and Professional
and Professional
Engagements
Engagements
| Measurement
| Measurement
and Analysis
13 The Defense Information School, Fort George G. Meade, Maryland 13

Tactics, techniques and procedures
compromise network or information security.

That is why you will need to teach your
commanders and troops how to use social
media in a responsible way as you learned
in the Internet and PA class.
Concerns have been raised regarding

violations of OPSEC. The same OPSEC
that is exercised when disclosing any
information in the public arena should
be applied to social media. Educating
personnel about OPSEC as well as
protection of personal information should be
a part of regular training.
As PA leaders, you need to educate yourselves
on what is out there. You must also be ready for the –– This training will be particularly
Defense Department or service policies that alter important for younger service members
current practices. You may be called upon to help who have been raised using social
leaders start blogs, wikis or podcasts. You should media and are used to sharing details
be able to provide leadership with guidance about about their lives and experiences, which
which types of emerging media will be the most now may include information that the
beneficial. Defense Department may not want
disclosed.
Social media poses many challenges,
particularly for government agencies that normally A poorly implemented social media initiative is
work in closed networks. Its use has raised many often worse than no effort at all.
unanswered legal, contractual, policy, procedural,
and resourcing questions. Acceptable risk and the Not every emerging media channel is
management of risk associated with social media needed for every organization.
are areas that require senior leader emphasis and
decisions at department and organization levels. Use a two-fold approach to selling
management.
The use of social media should be part
of a comprehensive communication and –– Show intent from Defense Department
public outreach strategy, not a stand-alone and service leadership
effort. There are many social media tools –– Show existing best practices from your
available, and the inventory grows and service, other services, and industry
changes almost daily. Tools should be
evaluated based on how they can contribute Be prepared to monitor and engage on a
to achieving communication goals. daily basis. Minimal participation from the
site administrator could lead to a loss of
The military community is aware of the need participation for the social audience and will
to ensure that using social media will not lead to the decline of your site.

PA leaders and professionals should contact Give your opinion: Yes, tell them what you
their service emerging media directorates. This will think. Just make sure you state that this is
bring them up to speed on what their service is doing your opinion and not that of the organization.
and what they can do to update their PA efforts. Also, be sure to identify what is your opinion
Three basic points to consider with social media: and what is factual.
Presence: If you’re not there to Transparency: Always identify yourself:

communicate your message, someone else Identification makes your post more credible.
will do it for you.
Safety: Many videos that get widespread
Relevance: A presence in social media is attention feature death-defying stunts or
necessary, but not sufficient. The medium acts that are considered “extreme” in nature.
requires value-added content. Explore the Don’t let the desire to get your message
platform before you utilize it and develop a across compromise your consideration for
communications strategy. safety.
Prominence: As you develop your social Be aware of the image you present: if using
media presence, your goal should be a visual medium, don’t let your message get
to become the most prominent account overshadowed because viewer’s attention
or profile for your organization in the is drawn to your improperly worn uniform
online space. If you’re providing relevant or something occurring in the background.
information than prominence is the last pillar The image you present will set the tone for
in an evolving strategy which makes your your message and often make the difference
social media presence a key part of your between whether or not people listen to
organization’s online profile. For example, is your message. Your tactical representation
your “Google-ability” prominent? could have strategic and international
consequences for your service and the
Tips for training others to use social media: nation.
Don’t give classified information: Don’t Use common sense: This is the bottom line.
divulge classified, FOUO or sensitive If you wouldn’t say it in front of your mother,
materials, photos or video. OPSEC is crucial you probably shouldn’t say it online. Realize
to our mission. Think before you speak that your words and images will go out to
or film. If you’re not sure, ask someone. A millions of people around the world instantly
harmless video of an Airman dancing on the and for good. Your public affairs shop
flight line could be sensitive if it’s a deployed should be a source of advice and guidance
environment showing bombers on the flight in this medium. Also, be careful what
line. Be smart. Security is at the source. personal information you divulge, such as
address, phone numbers or any information
Don’t lie: Credibility is critical. Without it, no that could aid identity thieves or the enemy.
one cares what you have to say. It’s also
punishable by the UCMJ to give a false Don’t be afraid to take calculated risks:
statement. Military life often deals in ambiguity. To

make the best decision take in as many school house “stay in your lane,” the
variables as possible. idea that a spokesman should not make
public statements on topics outside their
The enemy is engaged: The enemy is direct purview, but participation in social
engaged in this battle space and you must media offers us an interesting take on
engage as well. this rule of thumb.
Share your command position but stay in Check out this link to the Social Software and
your echelon. National Security Report for more information on
tactics, techniques and procedures.
–– One of the maxims taught here in the

Review
Q: What are three basic points to consider with social media?
Q: What is one of the main reasons we must engage in social media?
17
Review
Q: What are three basic points to consider with social media?

A: Presence, relevance and prominence

A: The enemy is engaged.
Home | What
Home is Social
| What Media?
Sites andof Categories
Platforms | Target
| Target Audiences
Audiences
| Tactics,
| Tactics,
Techniques
Techniques
and Procedures
and Procedures
| Differences
| Differences
betweenbetween
Individual
Personal
and Professional
and Professional
Engagements
Engagements
| Measurement
| Measurement
and Analysis
18 Center ofInformation
The Defense Excellence forSchool,
VisualFort
Information
George G.and Public
Meade, Affairs
Maryland 18
Differences between individual and

professional social media engagements
Now, let’s talk about personal and professional social media channels are on the record, whether
social media engagements and why it is important to you like it or not.
understand the difference.
When the microphone is always on and we have
There is no doubt social media profoundly no control over where anything ends up, we must
changed our world as communicators. consider our audiences and our messages -- both
Professionally, many of us have taken advantage intended and unintended.
of its exponential power to communicate command
messages to the many target audiences, and on Through this lesson you have learned what
a personal level, we are using social media to social media is, how when and where to use it and
communicate with our friends, families, and co- its importance to the PA mission. Employing social
workers in a very positive manner. media is only successful if its effects are measured
and accomplished the desired effect. You’ll now
Bottom line: It’s a powerful means to learn about methods of measuring the success of
communicate, and we must use it. social media.
While the ability to communicate through social

media blurs the line between our professional and
personal lives, the one thing we must remember is
that our role as official spokespersons does not end
once we leave the office or while communicating in
social media channels.
Our leaders have placed an inherent amount

of trust in us. In all our dealings, both personal and
professional, we must know our audiences and what
we are communicating. Interaction is good, but we
must respect each other, remember the chain of
command, and never forget that communications in

Measurement and analysis
Measurement and analysis are part of all Blogpulse and CustomScoop. Some questions to
communication campaigns and social media is consider in your assessment:
no different. Counting is easy, yet measuring
the success of communication efforts is not. The How many people received your message?
impact of target markets, advocacy movements Who are they?
and stakeholder engagement should be tracked to On what platforms were people most
ensure adequate resources are being allocated per engaged (positive or negative) with your
project. content?
How many people interacted (liked,
Determining your goals and objectives up front forwarded, re-Tweeted, etc.) with your
and how you plan to measure their success should content?
be planned well before execution. Thus, the success Did any of your command messages make it
of the plan and measurement will shape future into secondary coverage/comments?
engagements, planning and budgeting. Did social media coverage lead to traditional
media coverage? If so where? Was that
There is no one-size-fits-all approach to coverage positive, negative, neutral?
measuring effectiveness of a communication
program. Simple analytics like hits, views, and Click here for more information on measurement.
positive and negative comments are basic ways to
show how social media helps tell your story and will We’ve discussed the definition of social media;
help your leadership see the value of what and how related DOD policy; sites and platforms; target
you’re communicating. audiences; tactics, techniques and procedures;
differences between individual and official social
Some sites/services that provide measurement media engagements; and measurement and
tools include Icerocket, Technorati, Google analytics, analytics. Now, let’s see how much you’ve learned.

Final Review
Q: What is the DOD social media policy?
Q: Why is it important to measure social media?
Q: Why is it important to understand the difference between individual and professional social
media networks?
Q: What is a wiki?
Q: What is an example of a way to target an audience using social media?
Q: What are three basis points to consider with social media?

Final Review

A: Social media is the umbrella term that defines various activities that integrate
technology, social interaction, and the creation of words, pictures, video and audio
through the internet. Social media uses the wisdom of crowds to connect people to
information in a collaborative manner online.
Q: What is the DOD social media policy?

A: The DOD policy and assigns responsibilities for effective use of Internet-based
capabilities and social networking services. This policy recognizes Internet-based
capabilities are integral to operations across the DOD.
Q: Why is it important to measure social media?
A: We must measure social media to understand its effectiveness.
Q: Why is it important to understand the difference between individual and professional social
media networks?
A: The evolving nature of communications where the microphone is always on and we
have no control where anything ends up, requires us to consider our audiences and our
messages, both intended and perhaps unintended.

A: It offers a flexible, low-cost, low-barrier-to-entry opportunity to reach Defense
Department audiences via communication channels they are already using. Social media
allows communicators to post information when and where it’s needed.
Q: What is a wiki?
A: A wiki is an open-source document. Wikis can be public, meaning any reader can edit
content of a wiki, to private, where only approved authors or users can add or edit content,
regardless of who can view the end product.
Home | What
Home is Social
| What Media?
Categories | Target
| Target Audiences
Audiences
| Tactics,
| Tactics,
Techniques
Techniques
and Procedures
and Procedures
| Differences
| Differences
betweenbetween
Individual
Personal
and Professional
and Professional
Engagements
Engagements
| Measurement
| Measurement
and Analysis
22 The Center of Excellence for Visual Information and Public Affairs 22

Final Review
Answers to the questions from page 21.
Home | What
Home is Social
| What Media?
Categories | Target
| Target Audiences
Audiences
| Tactics,
| Tactics,
Techniques
Techniques
and Procedures
and Procedures
| Differences
| Differences
betweenbetween
Individual
Personal
and Professional
and Professional
Engagements
Engagements
| Measurement
| Measurement
and Analysis
23 The Defense Information School, Fort George G. Meade, Maryland 23

Unit Summary
Using social media does not advocate a major media with guidelines accomplishes just that. The
shift in resources from traditional media. Rather, use of social media, along with the continued use of
it endorses the belief that digital communication traditional media, represents a revolutionary change
provides a new toolset that commanders can use to the way commanders can communicate with
to achieve military objectives. PA is encountering target audiences.
a new world of communication. Because troops
are the voice of the organization, PA has the Now that you have completed this lesson you
responsibility to tell the military story in a thoughtful, should be prepared to define PA’s role in social
engaging manner to enhance Defense Department’s media and demonstrate proficiency in social media
ability to engage the public in discussion across engagement.
many audiences. Imploring troops to use social

References and Additional Information
Instructional References
(2008). Editors Course Textbook. Fort George G. Meade, Md.: Defense Information School
Harrower, Tim (2007). Inside Reporting. A Practical Guide to the Craft of Journalism. New York: McGraw-Hill
Higher Education
Rich, Carole (2007). Writing and Reporting News. A Coaching Method. (5th ed.). Belmont, Calif.: Thomson
Higher Education.
DRAFT Army Social Media Best Practices (Tactics, Techniques, Procedures). Online and Social Media
Division (2009)
New Media and the Air Force Air Force. Public Affairs Agency Emerging Technology. Division (March 2009)
DRAFT Navy Social Media Roadmap Social Media Working Group (2009)
Army OPORD 09-14, Web Filtering Standard
Social Media and Department of Defense Communication White Paper. Joint Public Affairs Support Element
US Joint Forces Command (July 2009)

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Public Affairs Qualification Course

Introduction to Social Media

The Defense Information School, Fort George G. Meade, Maryland 1

Introduction to Social Media

Learning Objective Required Readings

–– Define PA’s role in social media –– None

2 The Center of Excellence for Visual Information and Public Affairs

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

What is Social Media?

For this lesson, we will use the

Social media is an umbrella term that defines

The Defense Information School, Fort George G. Meade, Maryland 3

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

What is Social Media?

4 The Center of Excellence for Visual Information and Public Affairs

Q: What is social media?

Q: What are some benefits of using social media?

Answers to the questions from the previous page.

Q: What is social media?

Q: What are some benefits of using social media?

A: Some benefits of using social media include low-cost environment opportunity to

6 The Center of Excellence for Visual Information and Public Affairs

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Social media sites and platforms

There are a multitude of social networking doing environmental monitoring of relevant

 Conduct an in-depth study of what is being

 Think of social media in two spheres – one

The Defense Information School, Fort George G. Meade, Maryland 7

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Social media sites and platforms

respond to comments directed to your –– Organizational – a blog on behalf of a

1. Feeds – Since content can be treated as  Social networks – These platforms

8 The Center of Excellence for Visual Information and Public Affairs

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Social media sites and platforms

 Podcasts – These are regularly produced create avatars (virtual representatives

The Defense Information School, Fort George G. Meade, Maryland 9

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Target audiences within social media

Using social media gives us the ability to reach a

 For example, if you want to target a specific

10 The Center of Excellence for Visual Information and Public Affairs

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

The Defense Information School, Fort George G. Meade, Maryland 11

Q: What are some examples of social networks?

12 The Center of Excellence for Visual Information and Public Affairs

A: The Defense Department hopes to effectively communicate specific and strategic

Q: What are some examples of social networks?

A: Facebook, MySpace, NING, etc.

13 The Defense Information School, Fort George G. Meade, Maryland 13

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Tactics, techniques and procedures

compromise network or information security.

 Concerns have been raised regarding

14 The Center of Excellence for Visual Information and Public Affairs

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Tactics, techniques and procedures

 Presence: If you’re not there to  Transparency: Always identify yourself:

The Defense Information School, Fort George G. Meade, Maryland 15

TPFN: DINFOS-PAQC-ADL-006-001-001, 002

Tactics, techniques and procedures

16 The Center of Excellence for Visual Information and Public Affairs

Conduct an in-depth study of what is being

Think of social media in two spheres – one

1. Feeds – Since content can be treated as Social networks – These platforms

Podcasts – These are regularly produced create avatars (virtual representatives

For example, if you want to target a specific

Concerns have been raised regarding

Presence: If you’re not there to Transparency: Always identify yourself: