1. Naval Leadership and Ethics Center
Social Media SECNAVINST B (PAO Policy) SECNAVINST B (Web Policy)

2. Social Media

3. Social Media

5. How does this effect Trust?

6. Social Media
Social Media is an umbrella term describing a variety of communication mediums and platforms, social networking being the most well known of them.
Facebook (One Billion user as of June 2012) (1)
Twitter (Processes on average 400 million tweets daily)(2)
Blogger
LinkedIn
YouTube (Second largest search engine in the world) (3)
Flickr (80 million photos uploaded per hour per day)
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internet-users-on-facebook-27-on-myspace/trackback/

8. The Social Media Network 4 in 5 online adults participate in social media (Forrester Research survey 2009)
A poll conducted by the Navy Personnel, Research, Studies & Technology (NPRST) office in November 2009 shows that an overwhelming majority of Navy personnel use Facebook and other forms of social media to communicate.

9. Over 65 percent of Americans use social networking sites (Wired PR Works)
Each week on FB, more than 3.5 billion pieces of content are shared (HubSpot)
1 in 4 Americans watch a YouTube video daily (The Growth of Social Media in Infographic)

10. Risk: OPSEC Identification of critical information Analysis of threats
What do we need to protect?
Analysis of threats
Who do we need protection from?
Analysis of vulnerabilities
How will they get to us?
Assessment of risks
Do the benefits out-weigh the risks?
Application of appropriate countermeasures
What can we do to stop it from happening?

11. Good Order and Discipline
As a leader, what do you expect from your Sailors with regard to Social Media?
How will you communicate these expectations?

12. Benefits for the Command Navy Social Media Handbook 2012
Efficient
Levering social media allows you to publish once while reaching many
Direct
Augment or amplify traditional efforts
Responsive
Allows for feedback - insights for decision making
Transparent
Builds a relationship between Command and public

13. Command Communication Strategy
Post Once, Reach Many
Streamline your communication with families.
Re-Share with Ease
Allow families to easily re-share important information with extended family members.
Foster Connections
Prior to a move, help families to learn about and forge ties with their new community.
Decrease Isolation
Let others know they are not alone. Foster a sense of community and support.
Speed Dissemination
Provide quick, easy access to information and updates as they become available.

14. Have a Plan for Managing Sites
Site Admin
Objectives for the site
Target Audience
Type and Frequency of content
Comment policy
Monitoring Policy
Transition Plan

15. Content

16. Crisis communications

17. Telling your command story
We’ve shown that social media has great potential to improve communication. But to be successful, your efforts need to be deliberate and strategic.
You also want to get a feel for how the command and your families use social media. Where do they visit? How often? How do they prefer to receive information?
Once you have a good sense of the current environment, command and family preferences, and available tools, it is then up to you and your command to work together to determine the best strategy.
We recommend talking to other ombudsmen about their lessons learned and experiences. On Facebook, there is a discussion group for ombudsmen. Any ombudsman registered in the official Ombudsmen Registry can request access from the group administrator via Facebook. You can also consult the Ombudsmen Social Media Handbook.
Your end strategy should define the what, how, when, and to what extent you use social media.