Phase Zero Social Media Applications Dr. Barton B. Brown II

Overview Background Requirements for Effective use of Social Media Phase Zero Social Media Applications Closing Thoughts

Background The US military’s use of social media for operational purposes has routinely been hindered by arguments about permissions and authorities that eclipse substantial technical capabilities However … social media’s exceptional potential as an information source and an operational tool has led to a strong demand signal from commanders and elected officials Direction from the House Armed Services Committee to the SECDEF on developing policy and strategy regarding social media and Publicly Available Information (PAI) Executive Order 13721 established the Global Engagement Center, led by DoS, in coordination with DoD (https://www.state.gov/r/gec/) Every Geographic Combatant Command now leverages social media to support Phase 0 operations (Theater Campaign Plan)

Requirements for Effective use of Social Media For situational awareness … Planning Operational focus Access Training & Practice Data management process Process for integrating lessons learned Assessment plan For influence you also need … Integration and deconfliction with other communication channels and physical actions Credibility Trusted, accessible platforms Language – dialect, slang, nuance Familiar personas Cultural intimacy with the Target Audience TIME Patience, Persistence, Sustained monitoring / engagement

Phase 0 Analytical Applications Information Preparation of the Environment Enriching our understanding of attitudes, hot topics, trends Gaining insights into preferences for various global / regional / local SM platforms, alternate communications means, news sources, patterns of life, Identifying key communicators, their message, and their audience OPSEC monitoring / virtual overwatch during maneuver Observing adversary and supporter conversations Information that supports multiple command and staff functions Command Group J1 J2 Intelligence J4 J6 J7 J8 J3 Operations J5 Plans J9 Civil/Military Public affairs Key leader engagement Security coop analysis Military exercise impact analysis Indications & Warning Threat analysis Network analysis Targeting Force protection Information operations Target audience analysis Military exercise impact Security coop analysis Military exercise planning Key leader engagement Futures sensing Security coop analysis Humanitarian aid & disaster relief support

Phase 0 Operational Applications Active engagement with specified target audiences Counter-propaganda regarding allegations of civilian casualties during and post-operations Complicating adversary recruiting Shaping / herding conversations with vulnerable audiences Catalyze engagement and action by third parties Reinforcing success Developing partner capacity Build and activate a network of networks Train and trust

The Incubator Project Small group workshops led by Hollywood talent which focus on the crafts of storytelling (writing, producing, directing) as well as shifting trends in the media industry.  Enhance the capacity of indigenous content producers in the target region to create original native language drama and entertainment programming and social media content that successfully embed CVE themes and messages Participants emerge with the skills to produce compelling, original drama and entertainment programming among local audiences A substantial increase in the quantity, quality and authenticity of CVE messaging in the region Develop new creative and funding networks between the region and Hollywood Lay the foundation for further engagements

Closing Thoughts Social media is most effective during Phase 0 operations because of the time required for analysis and effective employment Successful social media engagement with foreign audiences requires a level of cultural intimacy, volume, and tempo that the US cannot possibly achieve alone Our compulsion to “control” is a death sentence for relations with otherwise willing private sector supporters We are most successful when we orient others and let them work Credit isn’t important … results are Continued funding requires assessment / demonstration of value added