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Army Social Media Handbook 2011

The document is a social media handbook for the United States Army. It provides guidance on using social media for soldiers and army personnel. It emphasizes maintaining operational security and not sharing sensitive information online. The handbook also outlines standards for army leaders on social media and provides checklists for establishing an official social media presence and handling crisis communications through social media.

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HEADER TEXT The UniTed STaTeS army [1] Social media handbook Online and SOcial Media diviSiOn | 1500 PentagOn | WaShingtOn, dc
The UniTed STaTeS army Social media handbook [2] HEADER TEXT
HEADER TEXT TAblE of conTEnTs letter from the chief of Public affairs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . ii Social media summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1 Social media for Soldiers and army personnel . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2 The UniTed STaTeS army Social media standards for army leaders . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 checklist for operations security . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 establishing and maintaining an army social media presence . . . . . . . . . . . . . . . . 6 Using social media for crisis communications . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8 Checklists for establishing an official social media presence . . . . . . . . . . . . . . . . 10 [i] Social media handbook army branding . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12 Social media case studies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 Social media resources . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 enclosure (1) Standard Operating Procedure on Standardizing Official U.S. Army External Presences (Social Media) . . . . . . . . . . . . . . . . . . 19 enclosure (2) department of the army delegation of authority Approval of External Official Presences . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 enclosure (3) directive-type Memorandum (dtM) 09-026 Responsible and effective Use of internet-based capabilities . . . . . . . . . . . 23 Frequently asked questions . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
lETTER fRom THE cHiEf of Public AffAiRs Social media handbook team- i advise you to embrace social media, read through the regulations at the back of this handbook and You already know that communicating your orga- develop a strong fundamental knowledge of these nization‘s messages is important . today, it takes [ ii ] more than press releases to successfully com- tools . municate . Being an effective army communicator I asked the experts in my Online and Social Me- today relies on proactive planning, nesting mes- dia division to create this handbook to help you The UniTed STaTeS army sages, engaging audiences on a variety of plat- use these tools as effectively as possible . if you forms, monitoring what is being said both online have any questions, contact them at ocpa .osmd@ and in traditional media, and taking a proactive us .army .mil . Stay abreast of the latest things going role in telling the army‘s story . on in social media by subscribing to our weekly Social Media Roundup‘ by sending a request to as part of that, we need to make sure we use all that e-mail address . the tools at our disposal to keep our Soldiers and the general public informed . Our Soldiers and their Family members are the strength of our nation . nine years of persistent Social media is another set of tools that helps us conflict have shaped our shared experiences, spread the army message faster than ever . these which can be told through the social media plat- tools not only help us to respond to a 24-hour news forms to assist those new to our army Fam- cycle, but also help us lead conversations and par- ily . this builds resiliency in the force and makes ticipate in the stories . By reaching out to the online our army strong . Soldiers have always been community, we’re able to be where more and more and always will be our greatest story tellers, people get their news, and by doing so, we’re bet- and social media tools allow us to tell their story ter serving our warfighters. more effectively . Social media is a powerful communication Best of luck as you push forward with your social tool, but it goes beyond just using the tools . it media endeavors . is important to understand the tools and their overwhelming benefits and sometimes danger- StePhen R . lanZa ous ramifications. It is also important to develop a Major general, USa strategy and execute that strategy while keeping chief of Public affairs operations security in mind .
sociAl mEDiA summARy maintained by organizations and individuals within the army Family . the army understands the risks associated social media and has worked hard to The UniTed STaTeS army develop training to help Soldiers and family mem- bers use social media responsibly . WHy usE sociAl mEDiA? WHAT is sociAl mEDiA? Soldiers have always been the army’s best and Social media represents a shift in the way we as most effective messengers . today, army social a culture communicate . By using internet-based media enables the army Family around town, platforms like Facebook, twitter, Flickr and You- around the country and around the world to stay tube, social media provides new ways to connect, connected and spread the army’s key themes and interact and learn . People no longer look for the messages . every time a member of the army Fam- news, the news find them. And in the world of so- ily joins army social media, it increases the timely cial media, the perception of truth can be just as and transparent dissemination of information . it ensures that the army’s story is shared honestly powerful as the truth itself . the internet moves [1] information quickly, whether for good or bad . So- and directly to americans where they are and cial media, with a variety of available platforms, whenever they want to see, read or hear it . So- Social media handbook can instantaneously connect users within a global cial media allows every Soldier to be a part of the network, making the transfer of information even army story . By starting a discussion on Facebook, more pervasive . today, social media is so wide- or commenting on a Soldier’s story on a blog, all spread and transparent that you may already be Soldiers can contribute to the army story . Social involved even if you are not actively participating . media is a cheap, effective and measurable form Social media is highly effective tool to use when of communication . the army uses social media to reaching out to large communities and audiences . tell the army’s story, but it also uses social media But with this substantial ability to connect with to listen . the masses, comes risks . Using social media to WHAT DoEs THE DoD sAy AbouT spread information is becoming the standard . More sociAl mEDiA? and more units are using social media to commu- nicate, so it’s more important that ever to under- On February 25, 2010, the dod issued a stand the risks associated with using the various directive-type Memorandum (dtM) providing platforms . guidelines for military use of social media and acknowledged “that internet-based capabilities are ARmy sociAl mEDiA integral to operations across the department of the army recognizes that social media has the defense .” dtM 09-026 Responsible and effective ability to communicate with larger audiences fast- Use of internet-based capabilities outlined how the er and in new ways . it has become an important NIPRNET should be configured to allow access to tool for army messaging and outreach . the army internet-based capabilities across all dod compo- uses a variety of social media platforms designed nents . all service branches are using social media to support a range of media from text, audio, pic- at different levels, but this dtM clearly indicates tures and videos; all of which is generated and that use of social media in the dod is authorized .
HEADERmEDiA foR solDiERs sociAl TEXT AnD ARmy PERsonnEl Our adversaries are trolling social networks, blogs and forums, trying to find sensitive infor- mation they can use about our military goals and objectives . therefore, it is imperative that all Soldiers and Family members understand the importance of practicing good operations security measures . -Sgt . Maj . of the army Kenneth O . Preston Social media handbook oPsEc AWAREnEss subject to UcMJ even when off duty, so talking negatively about supervisors, or releasing sensi- the primary concern when using social media is tive information is punishable under the UcMJ . it’s maintaining operations security . it’s important to important that all Soldiers know that once they log know that social media is a quickly evolving means on to a social media platform, they still represent of distributing information and that means OPSec the army . is more important than ever before . all army lead- ers should communicate with their Soldiers about mAinTAininG oPsEc the risks of using social media and incorporate so- Sharing what seems to be even trivial information cial media into their regular OPSec training . online can be dangerous to loved ones and the [2] JoininG sociAl nETWoRKs fellow Soldiers in the unit — and may even get them killed . america’s enemies scour blogs, fo- Soldiers will naturally seek out involvement in rums, chat rooms and personal websites to piece social media platforms if they haven’t already . The UniTed STaTeS army together information that can be used to harm the Social media helps individuals with similar in- United States and its Soldiers . the adversary — terests connect and interact . Soldiers are au- al Qaeda and domestic terrorists and criminals for thorized to use and belong to a variety of social instance — have made it clear they are looking . media platforms as long as their involvement does not violate unit policy and the basic guidelines of When using social media, avoid mentioning rank, the Uniform code of Military Justice . unit locations, deployment dates, names, or equip- ment specifications and capabilities. lAy ouT THE GuiDElinEs GEoTAGGinG AnD locATion- leaders must engage their Soldiers on social me- bAsED sociAl nETWoRKinG dia use . all leaders must communicate social me- dia expectations with their Soldiers. It is important the army is always working to protect itself to outline unit policy and make sure all Soldiers against security breaches, but with new technolo- know what they can and cannot do when using gies come new risks . today, more than ever, it is various social media platforms . vitally important that army leaders, Soldiers and army civilians understand what kind of data they folloW THE ucmJ are broadcasting and what they can do to protect Soldiers using social media must abide by the themselves and their families . geotagging photos Uniform code of Military Justice at all times . com- and using location-based social networking ap- menting, posting, or linking to material that violates plications is growing in popularity, but in certain the UcMJ or basic rules of Soldier conduct is pro- situations, exposing specific geographical location hibited . Social media provides the opportunity for can be devastating to army operations . Soldiers Soldiers to speak freely about what they’re up to should never tag photos with geographical location or what their interests are . however, Soldiers are when loading to photo sharing sites like Flickr and
The UniTed STaTeS army Members of the Army Family are experiencing a special time in their lives. They have a lot to share with Family, friends and others. Social media is an opportunity to instantly reach out and connect regardless of time, space or distance. The Army [3] encourages members of the Army Family to use social media to connect and tell their stories, but it also advises everyone to do this in a safe and secure manner. Social media handbook Picasa . Soldiers should not use location-based sEcuRiTy iTEms To consiDER social networking applications when deployed, at take a close look at all privacy settings . Set secu- training or while on duty at locations where pre- rity options to allow visibility to “friends only .” senting exact grid coordinates could damage Army operations . While Soldiers are engaged in army do not reveal sensitive information about yourself such as schedules and event locations . operations, they should turn off the gPS function of their smartphones . Failure to do so could result ask, “What could the wrong person do with this in damage to the mission and may even put fami- information?” and “could it compromise the safety lies at risk . of myself, my family or my unit?” Do noT ViolATE coPyRiGHT geotagging is a feature that reveals your location AnD TRADEmARK to other people within your network . consider turn- ing off the gPS function of your smartphone . Soldiers cannot include any copyrighted or trade- closely review photos before they go online . Make marked material on their social media platforms . sure they do not give away sensitive information this includes embedding a song, or linking to un- which could be dangerous if released . attributed artwork. Social media platforms exist to help individuals connect and express their person- Make sure to talk to family about operations secu- alities, but this should be done without using copy- rity and what can and cannot be posted . righted material unless they are authorized to do videos can go viral quickly, make sure they don’t so by the copyright or trademark owner . give away sensitive information .
sociAl mEDiA sTAnDARDs foR ARmy lEADERs sociAl mEDiA foR lEADERs lEADER conDucT onlinE Social media has improved the way we connect When in a position of leadership, conduct on- and communicate as a culture, but it presents line should be professional . By using social me- some interesting dilemmas for army leaders . dia, leaders are essentially providing a perma- nent record of what they say, so, if you wouldn’t onlinE RElATionsHiPs Social media handbook say it in front of a formation, don’t say it online . Social media is about connecting, so it’s only if a leader comes across evidence of a Soldier natural that army leaders may interact and violating command policy or the UcMJ on social function in the same social media spaces as their media platforms, then that leader should respond subordinates . how they connect and interact with in the same manner they would if they witnessed their subordinates online is up to their discretion, the infraction in any other environment . but it is advised that the online relationship func- sElf PRomoTion tion in the same manner as the professional rela- tionship . Using rank, job, and/or responsibilities in order to promote oneself online for personal or financial sHoulD solDiERs “folloW” gain is not appropriate . Such actions can damage THosE in THEiR commAnD? the image of the army and an individual command . this is also left to the discretion of the army lead- [4] PAiD submissions er . Ultimately, it depends on how that leader uses social media . if the leader is using social media treat requests from non-governmental blogs for a as a way to receive command and unit informa- blog post as a media request and coordinate with The UniTed STaTeS army tion along with installation updates, then following your public affairs officer. It is against Army regula- members in a leader’s command is appropriate . tions to accept compensation for such posts . But if the leader is using social media as a way to PoliTicAl DiscouRsE keep in touch with family and friends, it may not make sense to follow people in the leader’s chain everything a leader says and does is more visible of command . and taken more seriously . leaders have a greater responsibility to speak respectfully and intelligently about issues they don’t intend to reflect on a com- mand or the army .
The UniTed STaTeS army cHEcKlisT foR oPERATions sEcuRiTy foR officiAl PAGEs Designate members of your team responsible for posting content to the official online presence and make sure those individuals are current on all OPSec training . Make sure all content is submitted to and approved by the commander or the organization’s release authority . Make sure all content is posted in accordance with organization Public affairs guidance and [5] army regulations . Monitor your social media presence and make sure external social media users are not posting Social media handbook sensitive information on your official presence. Monitor your Facebook wall and comments posted to your Youtube, Flickr and Blog presences . Produce training materials and conduct regular social media OPSec training within your team and with other units in your organization . distribute social media OPSec training to the families of your Soldiers . it’s important to keep them just as informed and up-to-date as the Soldiers in your unit . Be vigilant . never become complacent when it comes to OPSec . check social media presences within your organization for OPSec violations . never stop working to protect OPSec . Once the information is out there, you can’t get it back . mAKinG DAnGERous sociAl mEDiA PosTs sAfER dangerous Safer My Soldier is in XYZ at aBc camp in aBc city, My Soldier is deployed to afghanistan . afghanistan . My Soldier will be leaving Kuwait and heading to My Soldier deployed this week . iraq in three days . My Soldier is coming back at XYZ time on XYZ My Soldier will be home this summer . day . My family is back in edwardsville, il . i’m from the Midwest .
EsTAblisHinG AnD mAinTAininG ARmy sociAl mEDiA PREsEncEs mAnAGinG A sociAl mEDiA benefits. Once a site is approved, it appears on PREsEncE the army social media directory . ads that appear on Facebook are also re-moved from official Army today, the army understands that social media has Facebook presences . Registration ensures that increased the speed and transparency of informa- a command presences are included in any USg/ tion . it‘s determining which events make the news DoD Terms of Service (ToS) Agreements. Official and it‘s setting agendas . More and more army orga- use of social media platforms must be in com- nizations are using social media for strategic online Social media handbook pliance with army public affairs policy . content engagement . Social media is used in garrison envi- posted to an official social media presence must ronments, operational environments and in Family be either already in the public domain or must be Readiness groups . developing a successful social approved for release by the commanding officer. media presence does not happen over-night . it is a commands are ultimately responsible for content detailed process that requires extensive planning posted on their platforms . and detailed execution. It all starts with stating the missions, messages and themes of an organiza- mEAsuREmEnT tion . Just 10 years ago, the success and reach of a DEVEloPinG A sTRATEGy news story could be measured by the size of a newspaper‘s circulation or the number of clicks Once the direction of an organization is estab- on a website . today, measurement is about more lished, it‘s then possible to develop a social me- than just numbers . it‘s about trends and human [6] dia communication strategy . this strategy must be feedback . Social media sites like Facebook, twit- detailed and provide input into all the social media ter, Flickr and Youtube allow for administrators to platforms supported by an organization . language The UniTed STaTeS army track views, impressions and comments . Many should be conversational, fun and engaging . ask- sites provide their own analytics tools . By using ing questions is a good way to get people involved numbers in conjunction with comments and read- and en-courage them to comment . the purpose er feedback, it‘s now easier than ever to deter- of using social media platforms is to place your units messages in the social media space . Units should want to find a balance that keeps people coming back to the pages, but also gets the mes- sage out. This can be accomplished by mixing the doses of messages with items the audience may find interesting. In today‘s modernizing Army environment, social media plays an increasingly important role . Social media is not a fad, if the army ignores it, it will not go away . REGisTRATion DTM 09-026 requires that all official social media presences be registered with the dod . Since so- cial media use is so prevalent in today‘s society, it‘s important to register and indicate that the pres- ence is official. To register a social media presence with the army, social media managers should visit: www .army .mil/socialmedia/ . Registering on the army‘s social media directory also provides other
mine how organizational messages are received maintaining a successful social media presence or and how the audience is responding to the con- an irrelevant one . tent . nearly all of the most popular social media miX iT uP platforms offer analytics tools for users . Some of these tools provide graphs and charts, but it ulti- Balance the “fun” with the “medicine .” it‘s impor- mately depends on the platform . the different rep- tant to put out command messages and organiza- resentations of information make for a richer and tional information, but it‘s also good to keep the more depth statistical analysis . Using the analyt- page entertaining enough for people to want to fol- ics tools of each platform can help a unit demon- low it . don‘t be afraid to have fun by posting inter- strate the usefulness of a social media platform, esting links or asking trivia questions . try posting and even highlight the success of a specific social a photo of the day, or asking a weekly question . The UniTed STaTeS army media campaign . Social media is social, so it‘s important that social media managers don‘t fall into the trap of talking at EnfoRcE PosTinG Policy their audience . AnD moniToR commEnTs AnsWER QuEsTions it‘s good to have a posting policy, but just because a posting policy is in place doesn‘t mean everyone Social media communities grow quickly, so it‘s is going to follow it . Make sure to review wall posts important to note that once a social media pres- frequently and remove posts that violate the post- ence grows to a certain size, the population ing policy . Keep in mind that social media doesn‘t will use it as a resource and possibly ask ques- take a break for the weekend . in some in-stances, tions . it‘s important to spend time responding to weekend activity on Facebook can be busier than questions asked in social media platforms . the the week, so watch the organization’s wall every community will value this interaction and the day, even on days off, holidays and weekends . one-on-one conversations will show the commu- [7] nity that their voices are being heard . EnGAGE THE AuDiEncE Social media handbook Social media is more than just a plat-form to push command messages, it‘s a social community . Platforms like Facebook and twitter, help people bridge enormous geographical gaps to connect, talk and interact . Using social media can be in- credibly valuable to a communication strategy, but it needs to be more than just a sounding board for organization messages . it‘s important to use social media to facilitate the conversation, engage the population and keep people interested in what‘s being discussed . lisTEn To THE AuDiEncE By watching the wall on a Facebook site, or by reading the comments on a blog post, so- cial media managers can get a feel for what the online community wants to hear about . Some- times, it‘s useful to talk to an audience directly . ask for feedback and suggestions, and then act on that feedback . a social media presence ac- complishes very little if the online audience is not interested in what‘s being said . listening to an audience can mean the difference between
usinG sociAl mEDiA foR cRisis communicATions Social media handbook PRomoTE oRGAniZATionAl cRisis mAnAGEmEnT sociAl mEDiA PREsEncEs Using social media to communicate with stake- it‘s important to tell the social media community holders during a crisis has proven to be an espe- that you‘re out there . at-tach links to social media cially effective due to its speed, reach and direct [8] platforms at the bottom of press releases and after access . in recent crisis, social media has helped official emails from your office. The more you get distribute command information to key audiences the word about out a social media presence, the and media while also providing a means for dia- The UniTed STaTeS army faster the community that follows it will grow . logue among the affected and interested parties . PosT conTEnT To sociAl mEDiA you cAn’T foRcE TRusT PlATfoRms ofTEn the best course of action is to leverage already a static social media presence is ineffective . existing social presences. It is important to have a Static pages are boring and visitors to the page regularly updated channel of communication open between the organization and the key audiences lose interest quickly . if content on the page before the crisis hits so they not only know where is not regularly updated, people will stop com- to find you online, but know that they can trust the ing by to view the page . carefully select links to information they get . stories, unit videos and photos related to the or- ganization’s mission . Social media platforms are moniToR conTEnT PosTED by designed to support various forms of content, take usERs advantage of that . Once information is cleared by Monitor social media sites so the command un- a release authority, post it . Social media moves derstands what information the users need . Staff information quicker than ever, so don‘t wait for a appropriately to answer questions as best as pos- press release . if the information is there, use it . sible and ensure that your audience knows the builD A communiTy organization is listening to them and are actively engaged in the crisis . a large social media following doesn‘t happen over night, so relax and execute the social media PosT clEARED infoRmATion strategy . the better an organization is at provid- As iT comEs in ing good information and engaging its social media When a crisis hits, there’s no need to wait for a audience, the faster the following will grow . formal press release . When you have solid infor-
The UniTed STaTeS army sHARE infoRmATion Share critical information with a network of trusted social media sites, such as other army mation that an organization’s audiences want to command sites, government and official non- know, post it . if the organization needs to put out governmental sites like the american Red cross . updated information at a later time be sure to post the social media community is large and it’s pos- it as well, but playing it too cautious and waiting for sible to reach a lot of people through an extended everything to play out will damage the organiza- network in the social media space . tion’s credibility EncouRAGE PEoPlE on THE usE mobilE DEVicEs scEnE To sEnD info [9] Keep your social presences up to date by using Organizations can do this by having individuals Social media handbook mobile devices . the myriad of mobile devices on the scene ether use their personal accounts or available today allow you to update social sites feed you information to post on the official com- without being tied to your computer at a desk . cri- mand social sites . no matter how the information sis happen all the time, so be prepared . Whether is submitted, the command site should promote the installation is on lock-down, you’re waiting out this content when appropriate . a storm, or you’re at a remote site at the scene, PRomoTE sociAl mEDiA mobile devices allow you to share quick updates PREsEncEs immediately . Make sure to ensure your mobile devices are continuously charged . Be creative in Make sure to advertise the organization’s social finding power solutions that work for your situation. media presences on out-going press releases, e-mail signatures, links on the home page and in AnsWER QuEsTions conversations with reporters . the social media answer questions as often as possible . avoid just presence isn’t helpful if people don’t know about posting information on a social media presence . it, so the organization should be aggressive when Be prepared to receive questions . Respond back sending out information . Make sure the public as quickly as possible through the most appropri- knows that the organization’s social media pres- ate means of communication . ences are a good resource for information . moniToR conVERsATions AnAlyZE REsulTs listen to what the audience is talking about and be Once the crisis is over, analyze what happened . prepared to engage . this is the best way to stop evaluate metrics and track user feedback . it’s im- rumors before they run rampant . Use search en- portant to evaluate how a social media presence gines and other monitoring tools to track discus- performs during a crisis so adjustments can be sion on the topic . made for the future .
cHEcKlisTs foR EsTAblisHinG An officiAl sociAl mEDiA PREsEncE PRiOR tO eStaBliShing an OFFicial SOcial Media PReSence, cOnSideR theSe iteMS study Army social media policy and read Army resources - Before you get started with so- cial media, it‘s important to understand army social media policy . army social media resources can be found at: www .slideshare .net/usarmysocialmedia . Social media handbook Determine your goals - What do you want to achieve/communicate? it could include distributing command information, connecting to a community, building espirit de corps, etc . Determine your audience - identify the audience you intend to communicate with . this can in- clude Soldiers, army Families, veterans, civilians and the general public . don‘t forget, your audi- ence will also include stakeholders, politicians, community leaders and adversaries or enemies . Research and select social media platforms - identify the social media platforms that will be [ 10 ] suit the needs of your organization . not all plat-forms will work for some organizations, so make sure you understand what can be achieved with each platform . look at what other organizations are doing to get ideas . The UniTed STaTeS army select your name and branding - Read the army‘s SOP for naming social media platforms . the SOP provides detailed naming and branding procedures . check out this site for more: www . usarmybrandportal .com . Draft content strategy - after identifying your audiences, selecting the platforms and approving branding, begin drafting a posting strategy. This helps refine your organization‘s social media goals. For an example of a social media strategy, go to this website: http://slideshare/hlovpN Determine site management strategy - identify social media managers on your team . Make sure contingency plans are in place to allow for other members to fill in on established duties if necessary . Develop policies and training - the social media team is responsible for developing organiza- tion-specific social media policies to include posting and commenting policies. Also make sure to develop training materials to help educate and train individuals in your command about social media and its uses . to view the army‘s social media training resource, visit: www .slideshare .net/ USarmySocialMedia .
ReQUiReMentS FOR an OFFicial PUBlic Facing cOMMand SOcial Media PReSence (thiS MeanS a PUBlic Site, nOt One Behind a FiReWall) Commanding officer or Public Affairs Officer approval - a presence must be approved by the release authority before it can be registered. Delegation of Authority-Approval of External Official Presences: http://slideshare/chQWas The UniTed STaTeS army the point of contact must include a valid .mil address when submitting for approval The presence must have a URL to an official Army website - Your command‘s website or the army .mil if your organization does not have a website The presence must post disclaimer text - The disclaimer identifies the page as an official Army social media presence and disclaims any endorsement. An example can be found here: http:// on .fb .me/eulvUR . The presence must be clearly identified as “official” - Site must identify that the presence is ― [ 11 ] official‖ somewhere on the page. An example can be found in the left-hand column of the Army‘s Facebook page: www .facebook .com/USarmy . Social media handbook The presence must be unlocked and open to the public - this mostly applies to twitter, but also means that ―private‖ Facebook groups should not be registered on the Army‘s social media directory. All official presences are open to the public. Only official presences on Facebook can be registered and should be labeled as “organization-Government” - The use of Facebook Profile, Community and Group pages for official purposes violates the government‘s terms of service agreement with Facebook. Submit the social media presence for approval and registration to www .army .mil/socialmedia/ Set default view of your Facebook wall to show posts by only your organization . make sure youTube channels are set up as a government presence. Step-by-step instructions can be found at this website: https://forum .webcontent .gov/?page=tOS_Youtube
ARmy bRAnDinG usinG ARmy bRAnDinG strength of our army -- the strength that lies within each and every Soldier . it is harder to see, but it a Brand is not just a logo or an emblem . it’s an or- is this strength that makes the U .S . army the pre- ganization’s identity . So when using army branding eminent land power on earth . So maintaining the on social media sites, it’s important to use the cor- same consistent branding across all army sites rect images . a brand represents the organization (social media or otherwise) is vitally important . through distinctive visual elements, which uphold the integrity of the brand when used consistently bRAnDinG PoRTAl and correctly across all communications . the U .S . army Brand Portal (usarmybrand sTAyinG ARmy sTRonG portal .com) provides army brand elements such as Social media handbook Army logos, camouflage backgrounds, color pal- the U .S . army Brand positioning conveys the ettes, typography, and released army photography heart and soul of the Brand in one statement . it’s all in one place . the site also provides guidelines the core of the U .S . army Brand and the under- on how to use those elements together to ensure pinning of the U .S . army’s message of ‘strength .’ consistent army branding . By visiting the site and army Strong is a unique brand of strength . every- getting the army design elements and guidelines one is familiar with the tangible power of the U .S . from the same place, people can ensure their use army: the apaches, the humvees, the weaponry, of army branding is consistent with the army’s own the push-ups . this campaign highlights the true designs . [ 12 ] The UniTed STaTeS army
sociAl mEDiA cAsE sTuDiEs sociAl mEDiA in An oPERATionAl EnViRonmEnT The UniTed STaTeS army sociAl mEDiA in combAT been an ambitious and enthusiastic leader . an ear- ly advocate, general Odierno maintains a Face- Operational units are finding opportunities for stra- book page that is both vibrant and informative . tegic online engagement on several platforms . during his multiple tours in iraq, Facebook was a Many deployed units maintain Facebook pages, ready source of information and an opportunity for Flickr sites and Youtube channels . discussion for his Facebook followers and other in- cJTf-82 terested readers . his page also provided updates [ 13 ] from theater, keeping family members connected combined Joint task Force-82 in afghanistan Social media handbook during deployments . now that he is at Joint Forc- posted the video on the right to their Youtube es command, he continues to use his Facebook channel of an air weapons team engaging and kill- page . ing insurgents who were attacking a small patrol base in Paktia Province . While the taliban claimed connEcTinG fRom bATTlE americans had killed innocent civilians, this video More and more commanders are seeing the value allowed cJtF-82 to accurately portray the actual in using social media in combat . Social media can event to the media and the world . keep the public informed, it can keep Families con- GEn. oDiERno nected and it can help address negative news sto- ries and inaccurate reports . When it comes to using social media to compli- ment his outreach strategy, general Odierno has
sociAl mEDiA cAsE sTuDiEs (con’T) sociAl mEDiA in GARRison cRisis mAnAGEmEnT lT. GEn. HElmicK lt . gen . helmick at Fort Bragg has embraced social media, and his Facebook page is a good example of how to best use social media in a gar- rison environment . lt . gen . helmick’s Facebook Social media handbook page opens directly to his welcome page where he defines the purpose of the page and invites visitors to participate with him in discussions about Fort Bragg . his wall is populated with installation information and notifications about events and activities of interest to visitors to his page . the information is often supported with pictures and topic-specific video. Lt. Gen. Helmick often uses Facebook to solicit information from his visitors to help make Fort Bragg a better run installation . he asks for input on everything from the dining facility to traffic, and then he acts on those suggestions. [ 14 ] sociAl mEDiA in GARRison cRisis mAnAGEmEnT The UniTed STaTeS army like twitter and Facebook . even the media was aware that much of the most up-to-date informa- tion about the events at Fort hood, which was sometimes speculation, was being conveyed by social media . during those immediate hours of the shootings, traditional press conferences were used not so much to inform the media about what was go- ing on, but rather to clarify what was being com- foRT HooD sHooTinGs municated on other forums, mostly social media the 2009 crisis at Fort hood illustrates the capa- forums that were quickly blasting unconfirmed information . On that day, Fort hood found it- bility and capacity of social media to deliver news self in a crisis that was both sudden and over- and information . after the shootings, people imme- whelming . any garrison might face a similar situ- diately went to the internet for information . People ation at any moment . More and more garrison quickly turned to social media for information . Be- commanders are understanding the need for fore the shootings, conversation surrounding Fort a dynamic social media program for crisis hood was negligible, but on that day, mentions of communication as well as for a variety of everyday Fort hood skyrocketed on social media platforms uses .
sociAl mEDiA AnD fAmily READinEss sociAl mEDiA AnD fAmiliEs cation to physical location trying to find out what’s going on at an installation . FRg Facebook pages Social media is becoming an increasingly impor- also include discussion sections where posts by tant tool for keeping Families and Soldiers con- the FRg and other individuals further advise each nected with each other . the images on the right other about activities and information . the FRg, are screenshots of the Family Readiness group Soldiers and Families can also post photos to the Facebook page for the 4th Brigade, 1st armored pages . Ultimately, Social media is helping to keep division . this particular FRg page is full of infor- families connected and that is vitally important to mation . it has announcements to keep Families up The UniTed STaTeS army unit well being . to date on activities of interest to them . Followers of the page are also very active . they often post additional information to the posted announce- ments . the interaction on this page, much like if you AREn’T comfoRTAblE other FRg pages is dynamic, interesting and most PlAcinG THE sAmE infoRmATion of all informative . FRg Facebook pages have be- on A siGn in youR fRonT yARD, come the alternative to running from physical lo- Don’T PuT iT onlinE. WHAT cAn fAmiliEs PosT? • Pride and support for service, units, specialties, and service member • generalizations about service or duty • general status of the location of a unit (“operating in southern afghanistan” as opposed to “operating [ 15 ] in the village of hajano Kali in arghandab district in southern afghanistan”) • links to published articles about the unit or servicemember Social media handbook • any other information already in the public domain .
sociAl mEDiA cAsE sTuDiEs (con’T) ARmy lEADERs AnD sociAl mEDiA usE lEADERs in AcTion smA on fAcEbooK the previous case studies illustrate how leaders Other army leaders, like the Sgt . Maj . of the army, around the army have used social media in gar- Kenneth O . Preston use Facebook to distribute rison and operational environments, but social me- new army guidance and information to Soldiers dia use goes much deeper than that . Social me- worldwide . dia is about the daily interactions and some of the highest ranking leaders have tapped into social Social media handbook media platforms to communicate with the popula- tion at large . cHiEf cAm army chief of Staff, gen . george W . casey Jr . uses video to connect with the public . during his travels, Gen. Casey carries a flipcam and records interviews with Soldiers stationed around the world . he then posts these videos to Youtube . [ 16 ] The UniTed STaTeS army
connEcTinG WiTH THE Public REAcHinG ouT Maintaining a social media presence is not limited leaders across the army understand that social to simply engaging on your own platforms . Some media in a new way to connect with various army Army leaders have taken it a step further. In the ex- audiences . By reaching out through video, Face- ample below, when it came to the attention of vice book and blogs, army leaders are engaging a new chief of Staff of the army gen . Peter chiarelli that population of individuals who scour social media a popular blog was reporting that Soldiers were platforms for news rather than traditional media wearing orange vests to identify them as suicidal, outlets . Social media helps bring the news to the he was compelled to comment on the blog . By user rather than forcing army leaders to wait for The UniTed STaTeS army personally commenting on the blog, gen . chiarelli the user to come to them . changed the narrative . [ 17 ] Social media handbook
sociAl mEDiA REsouRcEs the dePaRtMent OF deFenSe and the aRMY have dOZenS OF SOcial Media ReSOURceS availaBle FOR SOcial Media ManageRS, SOldieRS and theiR FaMilieS . Policy REsouRcEs DTm 09-026: Responsible and Effective use of internet-based capabilities (http://www .dtic .mil/whs/directives/corres/pdf/dtM-09-026 .pdf) AKo social media Portal Social media handbook (http://www .army .mil/suite/page/505262) . Delegation of Authority—Approval of External Official Presences (http://www .slideshare .net/USarmySocialMedia/delegation-of-authority-social-media-use) Standardizing Official U.S. Army External Official Presences (http://www .slideshare .net/USarmySocialMedia/army-social-media-standard-operating- procedure-standardization) oTHER sociAl mEDiA REsouRcEs Army social media on slideshare (http://www .slideshare .net/usarmysocialmedia) [ 18 ] Army social media Directory (http://www .army .mil/socialmedia/) The UniTed STaTeS army DoD social media Hub (http://socialmedia .defense .gov/) STRATCOM Social Networking training (http://www .stratcom .mil/snstraining/)
EnclosuRE (1) dePaRtMent OF the aRMY StandaRd OPeRating PROcedURe On StandaRdiZing OFFicial U .S . aRMY eXteRnal OFFicial PReSenceS (SOcial Media) DEPARTMENT OF THE ARMY OFFICE OF THE CHIEF OF PUBLIC AFFAIRS ONLINE AND SOCIAL MEDIA DIVISION 1500 ARMY PENTAGON WASHINGTON DC 20301-1500 01 November 2010 The UniTed STaTeS army SUBJECT: Standardizing official U.S. Army external official presences (social media) 1. References: a. Secretary of the Army Memorandum – Delegation of Authority – Approval of External Official Presences, 21 Oct. 2010 b. Directive Type Memorandum DTM 09-026, Responsible and Effective Use of Internet Based Capabilities, 25 February 2010 c. CIO/G6 Memorandum, Responsible Use of Internet Based Capabilities, 2010 2. The purpose of this memorandum is to standardize Army-wide External Official Presences (EOPs) (aka social media sites). 3. IAW Delegation of Authority memorandum (referenced above) commands are authorized to establish EOPs. [ 19 ] 4. U.S. Army Family Readiness Groups may establish an official presence with the approval of Social media handbook their command. It is possible the unit’s official page also serves the dual purpose as a platform for its Family Readiness Group to disseminate information, however, if the command elects to have separate pages they must adhere to the same standards. 5. All U.S. Army EOPs, to include pages on Facebook, Twitter, Flickr, YouTube, blogs and any other platform must adhere to the following standards: a. must be categorized as a government page b. include the Commander approved names and logos (i.e. 1st Brigade, 25th Infantry Division [Family Readiness]), not nickname nor mascot (i.e. not the “dragons”) c. branding (official name and logos) across all social media platforms (i.e. Facebook, Twitter) are uniform d. include a statement acknowledging this is the “official [Facebook] page of [enter your unit or organizations name here] [Family Readiness]” e. Facebook pages must default to the “Just [your unit or organization’s]” on the wall (Do this by selecting “edit page,” then “manage permissions.” Drop down under the “wall tabs page” and select “only post by page”). This results in command information being the first and primary thing on the wall, instead of spam and others comments. f. Facebook pages must include “Posting Guidelines” under the “Info Tab.” Use the U.S. Army’s Facebook policy as a reference and/or visit the DoD Social Media user agreement at: http://www.ourmilitary.mil/user_agreement.shtml g. be recent and up-to-date. Post must not be older than one month. h. adhere to Operations Security guidelines. FRSAs/FRG leaders should provide all page administrators and FRG members with the U.S. Army Social Media OPSEC presentation and the FBI Briefing on Identity Theft located on the U.S. Army’s slideshare site at www.slideshare.net/usarmysocialmedia.
EnclosuRE (1) (con’T) dePaRtMent OF the aRMY StandaRd OPeRating PROcedURe On StandaRdiZing OFFicial U .S . aRMY eXteRnal OFFicial PReSenceS (SOcial Media) SUBJECT: Standardizing official U.S. Army external official presences (social media) 01 November 2010 i. should not be used as a place for personal advertisement nor endorsement j. All pages must be registered through the U.S. Army at www.army.mil/socialmedia 6. The Office of the Chief of Public Affairs has the right to deny any page during the approval process if one or more of these guidelines are not followed. Social media handbook 7. For step-by-step instructions on how to set up pages, visit: http://socialmedia.defense.gov/learning-and-resources/training/social-media-guides/how-to- guides/ Further information, instruction, techniques, etc. can be found at www.slideshare.net/usarmysocialmedia 8. In order to sign up to receive weekly lessons, TTPs, etc. on how to manage social media pages, send an email to the email address below. 9. Use the platforms’ help option to resolve questions, such as: http://www.facebook.com/help/ If questions are not resolved there, direct all questions and concerns to ocpa.osmd@us.army.mil. 10. POC for this memorandum can be reached at ocpa.osmd@us.army.mil [ 20 ] //original signed// JUANITA A. CHANG The UniTed STaTeS army MAJ, CM Director, Online and Social Media Division, Office of the Chief of Public Affairs 2
EnclosuRE (2) delegatiOn OF aUthORitY — aPPROval OF eXteRnal OFFicial PReSenceS The UniTed STaTeS army [ 21 ] Social media handbook
EnclosuRE (2) con’T delegatiOn OF aUthORitY — aPPROval OF eXteRnal OFFicial PReSenceS Social media handbook [ 22 ] The UniTed STaTeS army
EnclosuRE (3) diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DEPUTY SECRETARY OF DEFENSE 1010 DEFENSE PENTAGON WASHINGTON, D.C. 20301-1010 The UniTed STaTeS army February 25, 2010 Change 1, September 16, 2010 MEMORANDUM FOR: SEE DISTRIBUTION SUBJECT: Directive-Type Memorandum (DTM) 09-026 - Responsible and Effective Use of Internet-based Capabilities References: See Attachment 1 Purpose. This memorandum establishes DoD policy and assigns responsibilities for responsible and effective use of Internet-based capabilities, including social networking services (SNS). This policy recognizes that Internet-based capabilities are integral to operations across the Department of Defense. This DTM is effective immediately; it will be converted to a new DoD issuance within 180 days. This DTM shall expire effective March 1, 2011. [ 23 ] Applicability. This DTM applies to: Social media handbook • OSD, the Military Departments, the Office of the Chairman of the Joint Chiefs of Staff and the Joint Staff, the Combatant Commands, the Office of the Inspector General of the Department of Defense, the Defense Agencies, the DoD Field Activities, and all other organizational entities within the Department of Defense (hereafter referred to collectively as the “DoD Components”). • All authorized users of the Non-Classified Internet Protocol Router Network (NIPRNET). Definitions. Unless otherwise stated, these terms and their definitions are for the purpose of this DTM. • Internet-based capabilities. All publicly accessible information capabilities and applications available across the Internet in locations not owned, operated, or controlled by the Department of Defense or the Federal Government. Internet- based capabilities include collaborative tools such as SNS, social media, user- generated content, social software, e-mail, instant messaging, and discussion forums (e.g., YouTube, Facebook, MySpace, Twitter, Google Apps). • external official presences. Official public affairs activities conducted on non- DoD sites on the Internet (e.g., Combatant Commands on Facebook, Chairman of the Joint Chiefs of Staff on Twitter).
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 • official public affairs activities. Defined in DoD Instruction (DoDI) 5400.13 (Reference (a)). Policy. It is DoD policy that: Social media handbook • The NIPRNET shall be configured to provide access to Internet-based capabilities across all DoD Components. • Commanders at all levels and Heads of DoD Components shall continue to defend against malicious activity affecting DoD networks (e.g., distributed denial of service attacks, intrusions) and take immediate and commensurate actions, as required, to safeguard missions (e.g., temporarily limiting access to the Internet to preserve operations security or to address bandwidth constraints). • Commanders at all levels and Heads of DoD Components shall continue to deny access to sites with prohibited content and to prohibit users from engaging in prohibited activity via social media sites (e.g., pornography, gambling, hate-crime related activities). [ 24 ] • All use of Internet-based capabilities shall comply with paragraph 2-301of Chapter 2 of the Joint Ethics Regulation (Reference (b)) and the guidelines set forth in The UniTed STaTeS army Attachment 2. Responsibilities. See Attachment 3. Releasability. UNLIMITED. This DTM is approved for public release and is available on the Internet from the DoD Issuances Website at http://www.dtic.mil/whs/directives. Attachments: As stated Change 1, 09/16/2010 2
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 DISTRIBUTION: SECRETARIES OF THE MILITARY DEPARTMENTS CHAIRMAN OF THE JOINT CHIEFS OF STAFF The UniTed STaTeS army UNDER SECRETARIES OF DEFENSE DEPUTY CHIEF MANAGEMENT OFFICER COMMANDERS OF THE COMBATANT COMMANDS ASSISTANT SECRETARIES OF DEFENSE GENERAL COUNSEL OF THE DEPARTMENT OF DEFENSE DIRECTOR, OPERATIONAL TEST AND EVALUATION DIRECTOR, COST ASSESSMENT AND PROGRAM EVALUATION INSPECTOR GENERAL OF THE DEPARTMENT OF DEFENSE ASSISTANTS TO THE SECRETARY OF DEFENSE DIRECTOR, ADMINISTRATION AND MANAGEMENT DIRECTOR, NET ASSESSMENT DIRECTORS OF THE DEFENSE AGENCIES DIRECTORS OF THE DoD FIELD ACTIVITIES [ 25 ] Social media handbook Change 1, 09/16/2010 3
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 ATTACHMENT 1 REFERENCES Social media handbook (a) DoD Instruction 5400.13, “Public Affairs (PA) Operations,” October 15, 2008 (b) DoD 5500.7-R, “Joint Ethics Regulation,” August 1, 1993 (c) DoD Directive 8500.01E, “Information Assurance (IA),” October 24, 2002 (d) DoD Instruction 8500.2, “Information Assurance (IA) Implementation,” February 6, 2003 (e) DoD Directive 5400.11, “DoD Privacy Program,” May 8, 2007 (f) DoD Directive 5230.09, “Clearance of DoD Information for Public Release,” August 22, 2008 (g) DoD Manual 5205.02-M, “DoD Operations Security (OPSEC) Program Manual,” November 3, 2008 (h) DoD Directive 5015.2, “DoD Records Management Program,” March 6, 2000 (i) DoD 5200.1-R, “Information Security Program,” January 14, 1997 (j) DoD 5240.1-R, “Procedures Governing the Activities of DoD Intelligence [ 26 ] Components That Affect United States Persons,” December 1, 1982 (k) DoD Instruction O-8530.2, “Support to Computer Network Defense (CND),” March 9, 2001 The UniTed STaTeS army (l) Unified Command Plan, “Unified Command Plan 2008 (UCP),” December 17, 2008 Change 1, 09/16/2010 4 Attachment 1
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 ATTACHMENT 2 GUIDELINES FOR USE OF INTERNET-BASED CAPABILITIES The UniTed STaTeS army 1. GENERAL. This attachment applies to the official and/or authorized use of Internet- based capabilities by DoD personnel and all authorized users of the NIPRNET. Examples include, but are not limited to: a. SNS. b. Image- and video-hosting web services. c. Wikis. d. Personal, corporate, or subject-specific blogs. e. Data mashups that combine similar types of media and information from multiple sources into a single representation. [ 27 ] f. Similar collaborative, information sharing-driven Internet-based capabilities Social media handbook where users are encouraged to add and/or generate content. 2. OFFICIAL PRESENCES. External official presences shall comply with Reference (a) and clearly identify that the Department of Defense provides their content. In addition, external official presences shall: a. Receive approval from the responsible OSD or DoD Component Head. Approval signifies that the Component Head concurs with the planned use and has assessed risks to be at an acceptable level for using Internet-based capabilities. b. Be registered on the external official presences list, maintained by the Assistant Secretary of Defense for Public Affairs (ASD(PA)), on www.Defense.gov. c. Comply with References (a) and (b) as well as DoD Directive (DoDD) 8500.01E, DoDI 8500.2, DoDD 5400.11, DoDD 5230.09, DoD Manual 5205.02-M, DoDD 5015.2, DoD 5200.1-R, and DoD 5240.1-R (References (c) through (j), respectively). d. Use official DoD and command seals and logos as well as other official command identifying material per ASD(PA) guidance. Change 1, 09/16/2010 5 Attachment 2
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 e. Clearly indicate the role and scope of the external official presence. f. Provide links to the organization’s official public website. Social media handbook g. Be actively monitored and evaluated by DoD Components for compliance with security requirements and for fraudulent or objectionable use (References (d), (g), and (i)). 3. OFFICIAL USE. Official uses of Internet-based capabilities unrelated to public affairs are permitted. However, because these interactions take place in a public venue, personnel acting in their official capacity shall maintain liaison with public affairs and operations security staff to ensure organizational awareness. Use of Internet-based capabilities for official purposes shall: a. Comply with References (b) through (j). b. Ensure that the information posted is relevant and accurate, and provides no [ 28 ] information not approved for public release, including personally identifiable information (PII) as defined in Reference (e). The UniTed STaTeS army c. Provide links to official DoD content hosted on DoD-owned, -operated, or -controlled sites where applicable. d. Include a disclaimer when personal opinions are expressed (e.g., “This statement is my own and does not constitute an endorsement by or opinion of the Department of Defense”). 4. RECORDS MANAGEMENT. Internet-based capabilities used to transact business are subject to records management policy in accordance with Reference (h). All users of these Internet-based capabilities must be aware of the potential record value of their content, including content that may originate outside the agency. 5. LIMITED AUTHORIZED PERSONAL USE. Paragraph 2-301 of Reference (b) permits limited personal use of Federal Government resources when authorized by the agency designee on a non-interference basis. When accessing Internet-based capabilities using Federal Government resources in an authorized personal or unofficial capacity, individuals shall employ sound operations security (OPSEC) measures in accordance with Reference (g) and shall not represent the policies or official position of the Department of Defense. Change 1, 09/16/2010 6 Attachment 2
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 ATTACHMENT 3 RESPONSIBILITIES The UniTed STaTeS army 1. ASSISTANT SECRETARY OF DEFENSE FOR NETWORKS AND INFORMATION INTEGRATION/DoD CHIEF INFORMATION OFFICER (ASD(NII)/DoD CIO). The ASD(NII)/DoD CIO, in addition to the responsibilities in section 4 of this attachment, shall: a. Establish and maintain policy and procedures regarding Internet-based capabilities use, risk management, and compliance oversight. b. Provide implementation guidance for responsible and effective use of Internet-based capabilities. c. Integrate guidance regarding the proper use of Internet-based capabilities with information assurance (IA) education, training, and awareness activities. [ 29 ] d. Establish mechanisms to monitor emerging Internet-based capabilities in order to identify opportunities for use and assess risks. Social media handbook e. In coordination with the Heads of the OSD and DoD Components, develop a process for establishing enterprise-wide terms of service agreements for Internet-based capabilities when required. 2. UNDER SECRETARY OF DEFENSE FOR INTELLIGENCE (USD(I)). The USD(I), in addition to the responsibilities in section 4 of this attachment, shall: a. Develop procedures and guidelines to be implemented by the OSD and DoD Components for OPSEC reviews of DoD information shared via Internet-based capabilities. b. Develop and maintain threat estimates on current and emerging Internet-based capabilities. c. Integrate guidance regarding the proper use of Internet-based capabilities into OPSEC education, training, and awareness activities. d. Ensure that all use of Internet-based capabilities that collect user or other information is consistent with DoD 5240.1-R (Reference (j)). Change 1, 09/16/2010 7
EnclosuRETEXT HEADER (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 3. ASD(PA). The ASD(PA), in addition to the responsibilities in section 4 of this attachment, shall: Social media handbook The UniTed STaTeS army a. Maintain a registry of external official presences. b. Provide policy for news, information, photographs, editorial, community relations activities, and other materials distributed via external official presences. c. Provide guidance for official identifiers for external official presences. 4. HEADS OF THE OSD AND DoD COMPONENTS. The Heads of the OSD and DoD Components shall, within their respective Components: a. Approve the establishment of external official presences. b. Ensure the implementation, validation, and maintenance of applicable IA [ 30 ] controls, information security procedures, and OPSEC measures. c. Ensure that computer network defense mechanisms that provide adequate Social media handbook The UniTed STaTeS army security for access to Internet-based capabilities from the NIPRNET are in place, effective, and compliant with DoD Instruction O-8530.2 (Reference (k)). d. Educate, train, and promote awareness for the responsible and effective use of Internet-based capabilities. e. Monitor and evaluate the use of Internet-based capabilities to ensure compliance with this DTM. f. Coordinate with USD(I) regarding the use of all Internet-based capabilities that collect user or other information, to ensure compliance with Reference (j). 5. DoD COMPONENT CHIEF INFORMATION OFFICERS (CIOs). The DoD Component CIOs shall: a. Advise the ASD(NII)/DoD CIO and ensure that the policies and guidance for use of Internet-based capabilities issued by ASD(NII)/DoD CIO are implemented within their Component. b. In coordination with Component OPSEC and Public Affairs offices, provide advice, guidance, and other assistance to their respective Component Heads and other Change 1, 09/16/2010 8
EnclosuRE (3) con’T diRective-tYPe MeMORandUM (dtM) 09-026—ReSPOnSiBle and eFFective USe OF inteRnet-BaSed caPaBilitieS DTM 09-026, February 25, 2010 Component senior management personnel to ensure that Internet-based capabilities are used responsibly and effectively. c. Assist their respective Component Head to ensure effective implementation of The UniTed STaTeS army computer network defense mechanisms as well as the proper use of Internet-based capabilities through the use of existing IA education, training, and awareness activities. d. Establish risk assessment procedures to evaluate and monitor current and emerging Component Internet-based capabilities in order to identify opportunities for use and assess risks. e. In coordination with the Component Public Affairs Office, assist their respective Component Head in evaluating external official presences’ intended use. 6. COMMANDER, UNITED STATES STRATEGIC COMMAND (CDRUSSTRATCOM). The CDRUSSTRATCOM, in addition to the responsibilities in section 4 of this attachment, shall: [ 31 ] a. In accordance with Unified Command Plan 2008 (Reference (l)), direct the defense and operation of the DoD Global Information Grid (GIG). Social media handbook b. Assess risks associated with the use of Internet-based capabilities, identify operational vulnerabilities, and work with the ASD(NII)/DoD CIO to mitigate risks to the GIG. Change 1, 09/16/2010 9
fREQuEnTly AsKED QuEsTions Q: How do I get content on the Army’s social media pages? a: the Online and Social Media division is always looking for content . You can e-mail stories, photos or links to unit videos to ocpa .osmd@us .army .mil and we will work hard to feature them on our sites . Q: What if my unit doesn’t have money or enough people to manage a social media presence? a: Facebook, twitter, Youtube, Flickr and a variety of other social media platforms are free, so it is pos- sible to have a social media team without a budget . limited manpower does not limit your unit’s ability to maintain a social media presence . Just keep it simple . evaluate the platforms and determine which will work best for your manpower situation . it only takes one person to run a Facebook page and a twitter Social media handbook Social media handbook account . Q: Who can manage my unit’s facebook page a: currently, social media manager is not an army military occupation specialty, so it is often viewed as an additional duty . Often times, public affairs specialists take the role of social media managers since much of the content loaded to social media sites is news and command information . But it doesn’t necessarily have to work that way . if a Soldier is motivated and the commander approves his/her managing the site, anyone can run a social media site as long as they work closely with the unit’s public affairs shop in ac- cordance with dtM 09-026 Q: What happens if someone is impersonating me or someone in my unit? a: Report the impersonation to the social media platform by clicking on the report button or emailing the platform directly . if the platform is unresponsive and the impersonation becomes a threat to reputation [ 32 ] or personal safety contact the Online and Social Media division and we will assist in getting the page or profile removed. Q: Can I delete comments on my unit’s Facebook wall? The UniTed STaTeS army The UniTed STaTeS army a: every registered social media presence in the army is required to have a posting policy in place . this posting policy should indicate what can and cannot be posted to a Facebook wall . if users violate these terms on your unit’s wall, you are entitled to delete the comment and block the user if necessary . Keep in mind that Facebook is about facilitating the conversation so stick to your posting policy, but don’t delete comments just because they express negative opinions about your organization. Q: How can I increase the number of individuals who follow my unit on Facebook and Twitter? A: Be creative. There is no surefire way to increase followers on Facebook and Twitter, different tech- niques work for different organizations so it’s important to think outside the box. Ask your followers to participate in the conversation, respond to them directly and ask them what they expect out of your social media presence . look at what other organizations are doing . if they launch a successful campaign on Facebook, feel free to use their example and tailor it to your unit. Social media is still evolving so there is a lot of room to be creative. Don’t be afraid to experiment and have fun.
Q: A family member has posted something to one of the social media presences that violates oP- SEC. What do I do now? A: The first thing you should do is engage that person in as discreet a manner as possible and ask them to remove the post immediately. Explain that information isn’t appropriate for conversation online. If the person refuses or persists you have the option to block them or report them . this should be used as a last resort because it is difficult to undo and only shifts the problem to out of view -- the person will more than likely continue to post inappropriate content somewhere else . in either case you should notify your command so that they are informed of the OPSec breech and can take appropriate action . Q: I’ve never been on Facebook (Twitter, YouTube, etc). How do I get started? The UniTed STaTeS army a: First, know that you’re not alone . Fortunately most social media platforms are relatively easy to use . The best way to get started is to find someone you know who is savvy with social media to show you the ropes . You can also start your own personal social media accounts so that you can familiarize yourself with how they work . the Online and Social Media division maintain Social Media resources for Facebook, twitter, and Blogs that are available on Slideshare (http://www .slideshare .net/usarmysocialmedia) and is a good place to start. If you have any questions that you can’t find answers to you can always call the Online and Social Media Division or your local public affairs officer. Q: I did some searching and found that this command already has a non-official Family Group on Facebook (Twitter, YouTube, etc.). What should I do? A: Many commands have unofficial social media presences established by former Soldiers, veterans or just fans excited about that command. We do not have the right to remove these presences nor would we want to unless they portrayed themselves as an official presence. In the meantime, work with the com- [ 33 ] mand leadership to determine if you want to approach the page and/or simply monitor it and chime in Social media handbook when you have information to add . You may also want to contact the administrator and touch base . they may be eager to have your participation . Regardless, this should not stop you or the command from creat- ing an official presence for the command and its families. These official presences are listed in the U.S. army Social Media directory (lists only command presences, not family readiness groups) which can be found at: www.army.mil/media/socialmedia/ If you find an online presence that portrays itself as an official presence and the command is not sponsoring it, suggest that your command contact the administrator . Q: I am turning over my duties as the social media manager. How should I transfer over our social media presence? a: if you established your social media presences under a general command account, it will be very easy to simply turn over the login and passwords and teach the new social media manager how the platform works . if you have been using your personal account to relay information, you will need to introduce the new social media manager on the social platform to the audience . Make sure to give the new social media manager administrator privileges .
officE of THE cHiEf of Public AffAiRs onlinE AnD sociAl mEDiA DiVision socialmedia.defense.gov | department of defense Social Media hub army.mil/blog | ARMY | LIVE - The Official U.S. Army Blog Social media handbook my.army.mil | Your army Media . how You like it . army.mil/mobile | U .S . army Mobile applications army.mil/features | army .mil Web Features army.mil/create | army Web developer and designer creatvie Resources [ 34 ] army.mil/standto | a daily compliation of news and information for army leaders The UniTed STaTeS army army.mil/core | army .mil Web Publishing and content Management Platform facebook.com/usarmy | The Official U.S. Army Fan Page twitter.com/usarmy | The Official U.S. Army Twitter youtube.com/usarmy | The Official U.S. Army YouTube flickr.com/soldiersmediacenter | The Official U.S. Army Flickr vimeo.com/usarmy | The Official U.S. Army Vimeo slideshare.net/usarmysocialmedia | U .S . army Social Media Resources
Online and SOcial Media diviSiOn OFFice OF the chieF OF PUBlic aFFaiRS 1500 PentagOn WaShingtOn, dc OcPa .OSMd@US .aRMY .Mil