The Podcaster

Posts Tagged ‘Military 2.0’

When I am asked for an overview of social media and its value to an organisation I like to refer to what others are saying rather than just my own opinions. That is especially true when the source could be considered a bit unsual.

One of my favourites for that reason is the US Air Force guide to social media. It is also comprehensive in what it covers.

Some may wonder what relevance the military has to a public or private sector organisation. In reality the military face the same issues over whether to allow only a select few in the chain of command to use social media, concerns over security (for them possibly even life or death!) and what should be discussed.

It was first published just under 12 months ago as a guide for their Public Affairs team on why Social Media was important and how best to use it. The 28 page guide ‘New Media and The Air Force‘  (Please note: Version 2 of the guide published in November 2009 is here) has an overview of new media, the reasons why it is important for the US Air Force to participate, guidance on how to do it and top tips plus a useful glossary of terms.

(Note: Version 2  includes a very useful guide on assessing how to respond to comments)

A quick summary of what is in the guide:

• Social media should be regarded as complimenting internal communications, community and media relations.
• Web 2.0 is a vibrant community and the Air Force will be talked about – they should be part of that conversation as it is their story.
• All Air Service personal are part of the communications team. There is a hierachy of command but where social media is concerned everyone has a voice irrespective of rank.
• Air Service staff when blogging are in effect acting as journalists as the news media uses blog posts as news stories
• Public Affairs staff should become trainers and coaches to everyone to help ‘cascade’ communication skills throughout the Air Force
• Air Service staff should remember they are on-duty 365/24 so ‘Always on record. Integrity first. Service before self. Excellence in all that is done’.

The Top 10 Tips for New Media use:

1. Don’t divulge classified information
2. Stay on your subject area
3. Don’t lie. Stay factual
4. Give your opinion but ensure people know it is yours
5. Identify yourself (but not so risk safety)
6. Put safety first – no death-defying stunts!
7. Be aware of the image you present
8. Use common sense – don’t says things you would not say in front of your mother
9. Take calculated risks
10. Engage – others are (or as they put it ‘The enemy is engaged’!)