DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans

It is the policy of the Department of Defense to make available timely and accurate information so that the public, Congress, and the news media may assess and understand facts about national security and defense strategy. (Joint Publication 3-61 Public Affairs, 9 May 2005)

QDR of 2006 Strategic Communication Roadmap Develop the ability to communicate in a 24/7 New Media environment

Commander’s Intent: From the pointy end-of-the-spear to the comfy end-of-the-couch QDR of 2006 Strategic Communication Roadmap Develop the ability to communicate in a 24/7 New Media environment

Lessons We’re Learning How does a man in a cave out communicate the world’s leading communication society? – Ambassador Richard Holbrooke, Washington Post op- ed, Oct. 28, 2001

How do you get published when your story doesn’t rise to the level of “news?” Lessons We’re Learning

How do you get published when your story doesn’t rise to the level of “news?” To whom are you talking and who needs to hear you? Lessons We’re Learning

How do you get published when your story doesn’t rise to the level of “news?” To whom are you talking and who needs to hear you? Who’s telling your story? Lessons We’re Learning

Project for Excellence in Journalism 2008 "State of the American News Media" Study "State of the American News Media""State of the American News Media" Examined 70,000 stories from 2007 and Americans’ interest in particular topics vs. actual news coverage devoted to them Public Interest vs. Media Coverage 2007 Source: PEJ, A Year in the News, 2007

Project for Excellence in Journalism 2009 "State of the News Media” Study "State of the News Media”"State of the News Media” Audiences Turn to Cable and Web Percentage Change in Audience, 2007 to 2008, Across Media Source: PEJ, A Year in the News, 2007

ONLINE DYNAMICS Impact of television Immediacy of radio Depth of print Endurance of books Lessons We’re Learning

Defining Terms: Information at rest will remain at rest unless acted upon by an external force. Lessons We’re Learning

Defining Terms: Information at rest will remain at rest unless acted upon by an external force. Communication is information in action. Lessons We’re Learning

Defining Terms: What is the AUDIENCE? Lessons We’re Learning

Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators ( ) Lessons We’re Learning

Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators –b: a reading, viewing, or listening public ( ) Lessons We’re Learning

Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators –b: a reading, viewing, or listening public –c: a formal hearing or interview ( ) Lessons We’re Learning

Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators –b: a reading, viewing, or listening public –c: a formal hearing or interview –d: an opportunity of being heard ( ) Lessons We’re Learning

SPECTATOR OR PARTICIPANT? Lessons We’re Learning

BOTH Lessons We’re Learning

TARGET AUDIENCE? Lessons We’re Learning

PUBLIC CENTER MASS External/Vertical Internal/Vertical Internal/Horizontal External/Horizontal CNN/FOX/BBC NYT/WSJ/WaPo Local Radio/TV/Newspapers Soldiers Magazine Military Review Parameters DefenseLink Army.mil Stand To Military Times Group Janes Defense Week

The Effect YOU

How News Happens, Journalism.org Pew Research: How News Happens

How News Happens, Journalism.org Pew Research: How News Happens

DoDLive Bloggers Roundtable

Defense.gov

DoD Social Media Hub

DTM of 2010 DTM DTM : Responsible and Effective use of Internet-Based Capabilities 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). DTM of 2010

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). DTM of 2010

All use of Internet-based capabilities shall comply with paragraph 2-301of Chapter 2 of the Joint Ethics Regulation (Reference (b)) and the guidelines.

DTM of 2010 What’s Changed? We now have a POLICY statement

DTM of 2010 What’s Changed? We now have a POLICY statement –We can now budget for expansion

DTM of 2010 What’s Changed? We now have a POLICY statement –We can now budget for expansion –Train our troops

DTM of 2010 What’s Changed? We now have a POLICY statement –We can now budget for expansion –Train our troops –Teach them to train their families

What Next? How do we go from

to

Jack Holt Senior Strategist for Emerging Media Questions?