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Social Media for the
Government
Filename/RPS Number
How does the military, which is structured and hierarchical, deal with social media, which is fundamentally flat and “democratic”?
What is Social media?
Social media is the next generation of communication
It uses technology to streamline the information sharing process
Social media is a new way of people working together to communicate, share and collaborate
Increase team collaboration crosses geographical boundaries
Improve communication efficiency
Retaining intellectual capital
Create community
Recruit talent
Drive innovation
Why Social media?
“.. I do not expect the person with the answer to run it through you, your OIC, the branch chief, the exec, the Division Chief and then get the garbled answer back before he or she posts it for me.”
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- James E CartwrightGeneral, USMC
Commander, USSTRATCOM
“The metric is what the person has to contribute, not the person’s rank, age, or level of experience.”
Social Media is about communicating using platforms, not channels
Which one is simpler?
The social media phenomenon has extended to the public sector
Government use of RSS, blogs, wikis, and podcasts is exploding
More than 30 different official government blogs exist
Social media democratizes the discussion by allowing the public to comment
Members of congress, cabinet members and agency leaders are directly engaging with their constituents on a regular basis
Organizations that shy away from social media face greater risks
Potential loss of innovation – Enterprise 2.0 cultivates ideas and best possible solutions from untapped and unexpected sources
Potential loss of intellectual capital – Without E2.0, information will continue to be stored on hard-drives
Team collaboration suffers as silos remain intact
Ability to recruit and retain top talent is reduced as the disconnect between staff and the organization increases
Proprietary information becomes available on external social media sites because an alternative is absent
Many of the hottest online tools now in use turn out to be ideal for sharing Intelligence
What now?
The DNI's National Intelligence Council has just launched an experiment to produce the first NIE by wiki on Nigeria
Top experts on Nigeria are working together to help chart the wiki's future
…Understanding how to use blogs and wikis is a “matter of survival”
“I am an early addict and an early convert. More than half of the intelligence community today came in since 2001...they’re making [social media] a condition of continued employment with the government. This is not a trend, it’s not something that’s being forced. We have to go there. And when we do go there, we’re incredibly more effective.”
- DNI McConnell, responding to a question from the Council on Foreign Relations about how much faith he has in blogs and
wikis making a difference to the Intelligence Community
Better control the information to monitor enemy communications / leaks
Ability to identify expertise and knowledge rapidly
Effective way to communicate to the public and across agencies
Cost effective way to provide innovative training
More structured sharing of intelligent information
Benefits of Social Media for the Military
Threat surveillance
Training
Effective communication
Emergency response
Strategic public relations
Knowledge management
Recruiting
Examples of how the military can use social media
Department of Homeland SecurityTransportation Security Administration
Issue: Challenging to solicit recommendation from all level employees
Solution:Started a blog called IdeaFactory, to promote innovation and new ideas around safer public transportation
Case Studies
Federal Emergency Management AgencyIssue:
Difficulty in creating awareness to the general public
Solution:Launched a series of social media campaigns. FEMA is one of the first federal agencies that initiated user agreement between social vendors such as Google, Facebook.
Case Studies
Issue: Would like to improve the current knowledge management and information sharing process
Solution: Created a wiki with customized dashboard to facilitate information sharing and collaboration
National Institute of Health
Case Studies