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NAVIGATING THE NEW COMMUNICATION LANDSCAPE:
U.S. NAVY and SOCIAL MEDIA
Emerging Media Integration stood up in Summer 2009 to determine Navy Implementation of Social Media,
Participate in Policy Discussions, and Guide Public Affairs Community in new landscape
The Navy response to Haiti gave a large boost to Navy Social Media.
Open Source Intelligence also proved extremely valuable during Haiti Response.
Chief of Naval Operations’ key moment with respect to social media
Social Media has provided very clear value to the Navy and our advocates.
Eliminates geographic limitations and strengthens the bond between family, fans
and the command.
Sailors receive recognition, stay in touch with family, and connect with command and peers in a way that is integrated into
their lives.
Direct, timely dialogue.
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Drive Messaging.
To achieve value, consider...
Content must reach people on a human level or offer something cool to fans that they can pass along to friends.
Today’s communication landscape demands dialogue.
Risks and considerations for participation in social media.
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Operation Tomodachi and Navy Social Media
EXAMPLE…
Crisis and Response: Communication Stages
EVENT OCCURS• Stage 1: Confirm
– Announcement of event
• Stage 2: Standby– Immediate (future) threat warnings
• Stage 3: Engage– Navy assets tasked & begin response
• Stage 4: Sustain– Information updates & responsiveness to
publics• Overseas audiences• Navy family members
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0430 First CHINFO media query0456 @NavyNews Posts on Twitter
0540 U.S. Navy Posts on Facebook
0153 @CNNBRK First Post on Twitter
0517 @US7thFleet Fleet Posts on Twitter
0244 Pacific Fleet Posts on Facebook
0130 CFAY Posts on Facebook
0223 CFAS Posts on Facebook
0233 Region Hawaii Posts on Facebook
0308 @CNN First Post on Twitter
0630 Navy.mil story published
0046 Earthquake strikes Japan
0638 CNO Posts on Facebook
Social Media Timeline
Stage 1: Confirm Announcement of event
• Navy social media sites post notification soonest• Commands directly affected first to post• Early posts serve as “Emergency Broadcasts”
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Stage 2: Standby Immediate (possible) actions/warnings
From Radian6Results for U.S. IP addresses onlyMarch 10-17, 2011
• Content posted to Navy social media properties focus on:
1. Immediate warning to areas that may be affected by follow on tsunamis2. Condolences to the people of Japan
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Stage 3: Engage Navy assets tasked & begin response
• Credible, timely & transparent coverage of responding Navy units• Imagery fundamental in this stage• New fans drawn to social media sites for the responding/affected units
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Stage 4: Sustain (Overseas Publics)
• CNFJ and US 7th Fleet unique Twitter accounts in Japanese and English•The Japanese accounts tweet messages appropriate for that audience•Within 12 hours @US7thFlt grew from 800 to 6,000 and then the following 12 hours from 6,000 to 12,000 those accounts are now both over 30,000 followers
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“… Facebook continues to be the medium of choice for sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…”
--ADM Walsh, Commander Pacific Fleet
Stage 4: Sustain (Navy Family)• Posts to appropriate social media properties• Updates up the chain• In-person and virtual town halls• Leadership visible• Blog posts
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February 2010 vs. March 2011
USS EssexUSS Blue RidgeUSS TortugaCommander Fleet Activities YokosukaJoint Region MarianasCommander Fleet Activities SaseaboAmphibious Force Seventh Fleet
Social Media Navy Facebook (66K fans) @Navynews (7.7K followers +10%) Enabled Twitter & FB accounts for:
• USS Carl Vinson• USS Bataan• USNS Comfort• USS Normandy• USS Gunston Hall• USS Carter Hall
White House highlighting Navy
Social Media 27 Contributing Navy social media properties Immediate reach: FB: 360,379; Twitter: 36,969 U.S. Navy Facebook page:
>6.5 million impressions 51 posts
U.S. 7th Flt Facebook page: 13,444 fans + 17% since 3/17/2011
@NavyNews: 21,261 followers + 8% since 3/17/2011
As of 0900 25 Mar 2011
Official Navy Websitewww.navy.mil
Navy Social Media Directorywww.navy.mil/socialmedia
Navy Social Media Resources Pagewww.chinfo.navy.mil
Navy Emerging Media on Slideshare
www.slideshare.net/USNavySocialMedia
Where you can find THIS brief!
LCDR Chris ServelloDirector Communication Strategy (OI-52)Office: (703) 697-3290Email: [email protected]
LT Lesley LykinsDirector Emerging Media Integration (OI-54)Department of the Navy, Office of InformationOffice:(703) 695-6915Email: [email protected]
Jessica FallerDeputy, Emerging Media Integration (OI-54a)Office: (703) 692-4718Email: [email protected]
