Using Emerging Media in Matters of Life and Death. Presented at the US Marines Public Affairs Conference in Reno on Aug. 24, 2010 by http://www.ericschwartzman.com. Feel free to use and reuse with attribution. Thanks!

1. Social Media Under Fire
Emerging Media in
Matters of Life and
Death
USMC PA Conference PHOTO: (Aug. 12, 2010) Marine
August 24, 2010 - Reno and Mil Blogger Jeremy Vought
in route to Wardak Province on
@ericschwartzman an Army Blackhawk to cover US
Army Gen. Petraeus. Photo from
his Facebook profile pictures.

2. “Combat isn’t where you might die—though that does happen—it’s where
you find out whether you get to keep on living.”
~ Sebastian Junger, author, War
2

3. “Americans are not very good at remembering. Our endless capacity to focus
on the future rather than the past is one of our great national virtues—
and one of our great national vices.”
~ Jon Meachem, Editor-in-Chief, Newsweek
3

4. “…the permanent memory bank of the web means there are no second
chances…Now the worst thing you’ve done is often the first thing
everyone knows about you.”
~ Viktor Mayer-Schonberger, CyberScholar
4

5. It’s Not Just about the Future
5

6. It’s About Uncovering the Past Too
6

7. Uncovering the Past Online
7

8. Topography in Google Maps
8

9. www.Search.Twitter.com
9

10. The Past in Kandahar
10

11. Monitoring the Past in Google Reader
11

12. Winning Trust and Confidence
by Beth Rankin by Glen Kirk by lil’bear
Invest time looking for fence sitters who express themselves in social media --
doubters who might be turned into believers through conversation.
12
Inspired by “Twitterville” – Pg. 51

13. Our Adversaries are Building Communities
13

14. The Origin of Social Media at DoD

15. The Origin of Social Media at DoD
Point of Contact for the DoD Bloggers Roundtable:
US Navy Lt jennifer Cragg, jennifer.cragg@dma.mil

16. Chairman of the Joint Chiefs SM Goals for 2010
Site Goal for Sept. 2010 Stats
Joint Staff Website 75,000 pages views/day
Twitter 25,000 followers
Facebook 13,000 fans
YouTube 2,000 views/month
iTunes 25,0000 downloads per month
Flickr 50,000 picture views/month
Chairman’s Corner Blog 45,000 page views/day

17. Social Media Strategy
FB Page
MySpace
Podcast
Twitter
Website
Blog
YouTube
Flickr

18. The Streisand Effect
18

19. 19

20. The first fifteen bytes of the 09 F9 key are contained in the RGB
encoding of the five colors, with each colour providing three bytes of
the key. The sixteenth byte "C0" is appended in the lower right corner.
20

21. 21

22. Brandjacking

23. Brandjacking

24. Brandjacking

25. Facebook Faulters
Dealing with High-
Levels of Feedback

26. Facebook Faulters

27. 27

28. 28

29. Case Study: IDF Flotilla Raid
View Count

30. Case Study: Consumer Generated News Coverage
View Count

31. Case Study: IDF Public Affairs Response
View Count

32. Case Study: Flickr Photo Stream

33. Case Study: IDF Flotilla Raid Insights
• The public has a short attention span and is resistant to complex
explanations, however logical they may be so communicators must learn to
drip their message into status updates.
• The IDF may have completed their military operation successfully, but the
incident wound up emboldening the cause of anti-Israel activists and
prompting calls for the US to reassess its aid to the Jewish State.
• The declassification process puts military forces at a distinct disadvantage.
May 29 May 31 June 2 June 3 June 15
BBC Al Jazeera CBS Young Turks IDF PA

34. Case Study: The Fall Out of 24/7 News Cycles
“The reality is you cannot operate in this environment passively,” said
David Axelrod, the president’s senior adviser. “If you do, the coverage and
events will be shaped for you. Things that may seem like trivial distinctions
can become large problems in terms of communications unless you’re
aggressive about engaging. We didn’t create the environment. We didn’t
make the rules. But we have to live with it.”

35. Tools for Maneuvering: Making Linear Video Accessible

36. Case Study: IDF Flotilla Raid
Most Viewed
“Flotilla” Video

37. Status Update Culture
“I love the iPad, but my ability to read any long-form narrative has
more or less disappeared, as I am constantly tempted to check e-
mail, look up words or click through.”
~ Nicholas Negroponte, founder of the M.I.T. Media Lab
37

38. What We’re Up Against

39. Status Update World: Facebook
• 500 million users
• 22% of all internet users
• 500 billion minutes per month
• 25 billion status updates per month
• 70 status updates per month, per user

40. Facebook Engagement Strategy
Brands that enable fans to have conversations with actual pages
admins have the best chance of creating deeper relationships
and brand loyalty. 40

41. Facebook Engagement Strategy
• Resist the temptation to flood your wall with canned
messages.
• Remember, direct conversations with friends cascade
to their network.
• Enable the Facebook discussion board feature on
your wall.
41

42. Facebook Social Widgets

43. Facebook “Like” Box

44. Status Update World: Twitter
100 million registered users

45. Twitter “Tweet” Button
100 million registered users

46. Tools for Maneuvering: Twitter “Tweet” Button

47. Facebook Privacy Concerns

48. Editing Facebook Privacy Settings
Select “Custom”
option to access the
“Only Me” Setting

49. Search Status Updates in YourOpenBook.org
49

50. 50

51. Social Search Engine: Spokeo
51

52. What You Say May Used Against You
52

53. Social Media Conversations are Like Tattoos
53

54. Facebook: Memorializing a Deceased Profile
http://www.facebook.com/help/contact.php?show_form=deceased

55. Strategy for Maneuvering: Edgework
Source: Cobalt123

56. Social Media is a Team Sport
Photo by o0besesed

57. Tools for Maneuvering: Best Practices [PDF]

58. Tools for Maneuvering: www.SocialMediaPolicyTemplate.com

59. Social Media Training for Dads

60. Search “Defense20” at OntheRecordPodcast.com
60

61. Pre Orders Now Available
PRE ORDER AT
Amazon :: Barnes & Noble :: Borders 61

62. Thank You
62

63. See You Online
(310) 455-4000 Phone
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
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@ericschwartzman Twitter
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
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slideshare.net/ericschwartzman slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons.
Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0 63

64. Acknowledgements
• “The End of Forgetting,” by Jeffrey Rosen
• 8 Success Criteria for Facebook Marketing, Altimeter
• Interview with Jack Holt, FIR
64