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

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

3. 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 established the Global Engagement Center, led by DoS, in coordination with DoD (
Every Geographic Combatant Command now leverages social media to support Phase 0 operations (Theater Campaign Plan)

4. 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

5. 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

6. 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

7. 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

8. 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