• Don’t hide from the potentially negative
Lessons Learned & Examples
Closure of Mullingar Barracks
Stand Down of 4th Brigade
Stand Down of 5th Battalion
• Certain things sell
Lessons Learned & Examples
Army Rangers 2nd in Sniper Comp
DF Facebook 21/11/2012
DF Facebook Stats
48,000 views
Army Rangers 2nd in Sniper Comp
Army Rangers “Fast Rope” Video
Star 20 /11/2013
Indo 26 /11/2013
Traditional Media Coverage
Air Corps Pilot Breaks World
Marathon Record
DF Facebook 05 May 201393,000 views
Content is King !
Content is King !
@defenceforces tweet 31/01
Content is King !
http://youtu.be/-9aKqgZ_-BQ
Content is King !
Content is King !
Content is King !
Engagement is Queen !
Engagement is Queen !
Engagement is Queen !
Engagement is Queen !
Some things don’t work !
Dangers…
• Operational Security• Geotagging• Data Mining• Uninformed/informed users • Zombie sites = loss of credibility• Twitter spam • Family security
Take Aways
• It replaces nothing but augments what’s there• Identify targets and engage on their terms• The medium is the message• By being there you can shape the agenda,
dominate the space• Foster a culture of content creation• Authentic and appropriate content• Content is King; Engagement is Queen
And Finally…