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Social media for the Military

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Ulrich Janßen
Ulrich Janßen

This document discusses the use of social media by the military. It begins by defining key concepts like social influence, social media, weapons, and memes. It then outlines the social media landscape and how the US military and NATO are using platforms like Facebook, Twitter, and websites. The document performs a SWOT analysis of social media and identifies requirements like resources, training, and trust. It concludes that while social media is not a magic solution, it can be operationally relevant if properly analyzed, assessed, and resourced.

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Weapons of Social Influence An ti - G ov Pro - G o v Social Media for the Military (C) 2011/12 by LTC U.M. Janßen, NSO/ISTAR
What is Social Media
Weapons of Social Influence Agenda • Social influence versus … what? • Social Media – What it is and what it isn’t – The Social Media Landscape – The power of Social Media – What’s in it for NATO and for the Military – Strength, Weaknesses, Opportunities, and Threats – Requirements • Conclusion
Weapons of Social Influence Social Media • What’s a weapon? • What’s social? • What’s influence? • What’s media? • So what..?
Why should I care..?
Starting a Conversation • Word of Mouth World of Mouth – Connectivity more important than content – Trust to people rather than to content – Audience will verify ‘facts’ – Officials lie – Democratizing Communications – A new power to consider
There is more in it • Public Relations • Customer Service • Loyalty-building • Collaboration • Networking • Thought-Leadership • Customer Acquisition … making friends
Social Media and the [US] Military US DOD Social Media Website http://www.defense.gov/RegisteredSites/SocialMediaSites.aspx US Army Social Media Handbook, Jan 2011 NATO ACO Dir 95-3 Social Media, Dec 2009 We - NATO, Mar 2012
for the Military • The brutal simplicity of thought • meme • 6 principles for SUCCESs-ful messaging • Simple • V.I.T.A.L. for success • • Unexpected Video • Images Concrete • • Text Credible • Audio • Emotional • Links • Stories Debbie Weil: Social Media 101
Meme - Social Media Narrative A meme is an idea that behaves like a virus, that moves through a population, taking hold in each person it infects. Malcom Gladwell •promulgated through the World Wide Web •hyperlink, video, picture, website, hashtag, or just a word or phrase “google” for … #ArabSpring #AskWeNato #WeAreThePopulace
Link Analysis and Segmentation
Link Analysis and Segmentation
Social Media Landscape
Social Media Landscape
Most commonly used Debbie Weil: Social Media 101
Social Media in Operations
The grey side of using Social Media • Information overload IKM • Non credible sources INTEL • Loosing control COS/J3 – IM Plan – Things go wrong – OPSEC • We must replace the delusion of control by reality of influence. • Sharing information is a responsibility rather than a risk. (Gen Abrial, SACT, 2010)
When Social Networking Goes Wrong
What Social Media is NOT • Magic or miracle • Expensive … compared to costs of not engaging in Social Media • Difficult to learn • A military capability • Purely a PA tool • Subject to education or individual training in NATO • Considered in comprehensive operations planning • Properly resourced
Social Media SWOT Analysis and Risk Assessment Strengths Weaknesses Opportunities Threats Risk is when threat meets opportunity.
SWOT Analysis An example
Social Media Risk Assessment Risk is when threat meets opportunity. Strengths Weaknesses Opportunities Threats
Options for the Military • Operational relevance! • Active or passive • Effective..? • Target Audience..? • Information gathering • Social Engineering • Human Network Analysis • Deception • Sell / share own ideas • Get feedback
Requirements
Requirements • DOTMLPFI – Doctrine, Organization, Training, Materiel, Leadership Development, Personnel, Facilities, Interoperability • Resources – People – Time – Space / Infrastructure (static/deployable) – $$$ • Bravery, courage, engagement, and enthusiasm • Education & Training • Trust & Empowerment
Conclusion • Sexy tool • Nice to have rather than need to have • Analysis and assessment required to figure out operational relevance • Effectiveness – Challenging to measure – Sufficient resources required • Go ahead, see what happens! – Shall we do it How well we do – Risk Assessment
ed by Created and present nßen LTC Uli Ja Inspired by MBE D avid Bailey ol tN ATO Scho Students a G(V) Stone and MO LTC Rosie Thanks to ry Giulia Aub ton Cole en Carring ur Chris Dufo an Marta Kag Lt Col Ulrich M. JANSSEN .com bran dinfiltration NATO School Oberammergau om istockphoto.c Deputy Director ISTAR Department SME StratCom, Mil Info Ops, PSYOPS Janssen.ulrich@natoschool.nato.int www.natoschool.nato.int

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Social media for the Military

  • 1. Weapons of Social Influence An ti - G ov Pro - G o v Social Media for the Military (C) 2011/12 by LTC U.M. Janßen, NSO/ISTAR
  • 3.
  • 4.
  • 5. Weapons of Social Influence Agenda • Social influence versus … what? • Social Media – What it is and what it isn’t – The Social Media Landscape – The power of Social Media – What’s in it for NATO and for the Military – Strength, Weaknesses, Opportunities, and Threats – Requirements • Conclusion
  • 6. Weapons of Social Influence Social Media • What’s a weapon? • What’s social? • What’s influence? • What’s media? • So what..?
  • 7.
  • 8. Why should I care..?
  • 9. Starting a Conversation • Word of Mouth World of Mouth – Connectivity more important than content – Trust to people rather than to content – Audience will verify ‘facts’ – Officials lie – Democratizing Communications – A new power to consider
  • 10. There is more in it • Public Relations • Customer Service • Loyalty-building • Collaboration • Networking • Thought-Leadership • Customer Acquisition … making friends
  • 11. Social Media and the [US] Military US DOD Social Media Website http://www.defense.gov/RegisteredSites/SocialMediaSites.aspx US Army Social Media Handbook, Jan 2011 NATO ACO Dir 95-3 Social Media, Dec 2009 We - NATO, Mar 2012
  • 12. for the Military • The brutal simplicity of thought • meme • 6 principles for SUCCESs-ful messaging • Simple • V.I.T.A.L. for success • • Unexpected Video • Images Concrete • • Text Credible • Audio • Emotional • Links • Stories Debbie Weil: Social Media 101
  • 13. Meme - Social Media Narrative A meme is an idea that behaves like a virus, that moves through a population, taking hold in each person it infects. Malcom Gladwell •promulgated through the World Wide Web •hyperlink, video, picture, website, hashtag, or just a word or phrase “google” for … #ArabSpring #AskWeNato #WeAreThePopulace
  • 14. Link Analysis and Segmentation
  • 15. Link Analysis and Segmentation
  • 18. Most commonly used Debbie Weil: Social Media 101
  • 19. Social Media in Operations
  • 20. The grey side of using Social Media • Information overload IKM • Non credible sources INTEL • Loosing control COS/J3 – IM Plan – Things go wrong – OPSEC • We must replace the delusion of control by reality of influence. • Sharing information is a responsibility rather than a risk. (Gen Abrial, SACT, 2010)
  • 22. What Social Media is NOT • Magic or miracle • Expensive … compared to costs of not engaging in Social Media • Difficult to learn • A military capability • Purely a PA tool • Subject to education or individual training in NATO • Considered in comprehensive operations planning • Properly resourced
  • 23. Social Media SWOT Analysis and Risk Assessment Strengths Weaknesses Opportunities Threats Risk is when threat meets opportunity.
  • 24. SWOT Analysis An example
  • 25. Social Media Risk Assessment Risk is when threat meets opportunity. Strengths Weaknesses Opportunities Threats
  • 26. Options for the Military • Operational relevance! • Active or passive • Effective..? • Target Audience..? • Information gathering • Social Engineering • Human Network Analysis • Deception • Sell / share own ideas • Get feedback
  • 28. Requirements • DOTMLPFI – Doctrine, Organization, Training, Materiel, Leadership Development, Personnel, Facilities, Interoperability • Resources – People – Time – Space / Infrastructure (static/deployable) – $$$ • Bravery, courage, engagement, and enthusiasm • Education & Training • Trust & Empowerment
  • 29. Conclusion • Sexy tool • Nice to have rather than need to have • Analysis and assessment required to figure out operational relevance • Effectiveness – Challenging to measure – Sufficient resources required • Go ahead, see what happens! – Shall we do it How well we do – Risk Assessment
  • 30. ed by Created and present nßen LTC Uli Ja Inspired by MBE D avid Bailey ol tN ATO Scho Students a G(V) Stone and MO LTC Rosie Thanks to ry Giulia Aub ton Cole en Carring ur Chris Dufo an Marta Kag Lt Col Ulrich M. JANSSEN .com bran dinfiltration NATO School Oberammergau om istockphoto.c Deputy Director ISTAR Department SME StratCom, Mil Info Ops, PSYOPS Janssen.ulrich@natoschool.nato.int www.natoschool.nato.int