The Georgia National Guard had a very successful year in 2011 for their public affairs and online outreach efforts. They overhauled their website, which was recognized as one of the best in the nation. On social media, the Georgia Guard has many followers and views across platforms like Twitter, Google+, YouTube, and Facebook. They provide photos and stories that drive traffic to their channels. The Guard also engages with customers through responsive online interactions. In 2011, they saw huge growth in online audiences and interactions across all of their communications channels.

1. other state National Guard agency
Public Affairs in the country. Central in all of this
has been the total overhaul of the
Georgia Department of Defense’s
The primary goal of public affairs official website: GeorgiaGuard.com.
is to tell the organization’s story so The Georgia Guard website was
the people of the State know the great recognized last year by National
work their Guardsmen perform. The Guard Bureau as the best in the
challenges of getting that story out nation, and then by the U.S. Army
in today’s busier-than-ever media as the second best. This year,
market are considerable. And in GeorgiaGuard.com was again state more than 4,000 votes behind.
2011, all elements of the Georgia recognized by NGB as being in the Last year, in the Guard’s Resiliency
Guard’s public affairs operations top three nationwide, as was our Video Contest, Georgia finished
made considerable gains in finding blog (www.ProfessionalGuardsman. second – bringing in over 20,000
new ways to meet that challenge. com) and our overall social media votes.
From providing regional social program. The compelling imagery and story
media guidance to other Public Of all the states with a National angles provided by our collectors
Affairs Offices, to generating Public Guard presence on social media, are what drives traffic and sustained
Affairs Guidance documents and Georgia has the second most interest in our channels. Without
SOPs that have been adopted by the followers on Twitter and the most eye-catching photos and thought-
likes of U.S. Army Europe and the followers on Google+, was the first provoking story leads, we could not
Georgia Emergency Management state on Google+, is regularly in the have been as successful with our
Agency, the Georgia Guard’s top three or five most influential on outreach efforts.
outreach efforts have continually Klout, is seventh in terms of total The Georgia Guard takes
helped steer ancillary, sibling, and video views on YouTube, and ninth pride in the customer service it
parent organization initiatives, relative to total fans on Facebook. provides through its public-facing
continuing to contribute to the public Since the beginning of 2010, channels. From a newly constructed
affairs profession, provide leadership the amount of content hosted by “Contacts” tab on the website to help
in the field, and push the bounds of our website has increased by 300%, better direct inquiries, to answering
new communication tools. featuring 225 stories produced by the questions posted on Facebook. The
The PAO directly supported 121 PAO during that time period. open, honest, and sometimes even
community relations events in 2011 In the last quarter alone, there self-policing culture of our online
alone, organizing and authorizing were 205 positive news stories run communities has allowed us to
static displays, color guards, band by civilian media about the Georgia explore a wide breadth and depth of
performances, and in some instances National Guard. Of those, fully 60% content and subjects while providing
even flyovers. was worked through the Ga. DoD world class customer service.
In order to reach the Public Affairs Office. 2011 saw a momentous boost
geographically dispersed units Our posts on Facebook attracted in traffic and interest throughout
of the Ga. DoD and interested about 2.5 million impressions last all channels. The Georgia National
civilian parties, online outreach year alone, and our images on Flickr Guard Facebook page in 2009 had
continued to be the primary means of have been viewed more than 350,000 less than 150 fans; today it generates
communication. Throughout 2011, times since 2010. as many as 3,000 impressions per
the Georgia National Guard remained Viewership of the organization’s individual update over the course of
a trendsetter in online outreach – monthly magazine, the Georgia a single day or two.
winning online competitions, leading Guardsman, has increased tenfold Each of these outlets contributed,
the pack in followers on multiple in just two years, bringing in almost in a unique way, to the overall
channels, generating more traffic 90,000 total magazine views. strategic communication of the
than the organization has ever seen With over 15,000 votes, the Georgia Department of Defense in
before, and connecting stakeholders Georgia Guard has run away with 2011 – allowing the organization to
with command information in more the National Guard’s Support Patch sync command messages across all
ways and on more channels than any contest – leaving the second place channels and communities.
2011 Annual Report | 36