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

2. 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)

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

4. 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

5. 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

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

7. 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

8. 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

9. 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

10. 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

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

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

13. 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

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

15. Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators ( http://www.merriam-webster.com/dictionary ) http://www.merriam-webster.com/dictionary Lessons We’re Learning

16. Defining Terms: What is the AUDIENCE? –a: a group of listeners or spectators –b: a reading, viewing, or listening public ( http://www.merriam-webster.com/dictionary ) http://www.merriam-webster.com/dictionary Lessons We’re Learning

17. 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 ( http://www.merriam-webster.com/dictionary ) http://www.merriam-webster.com/dictionary Lessons We’re Learning

18. 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 ( http://www.merriam-webster.com/dictionary ) http://www.merriam-webster.com/dictionary Lessons We’re Learning

19. SPECTATOR OR PARTICIPANT? Lessons We’re Learning

20. BOTH Lessons We’re Learning

21. TARGET AUDIENCE? Lessons We’re Learning

22. 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

23. The Effect YOU

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

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

26. DoDLive Bloggers Roundtable

30. Defense.gov

31. DoD Social Media Hub

32. DTM of 2010 DTM 09-026DTM 09-026: Responsible and Effective use of Internet-Based Capabilities The NIPRNET shall be configured to provide access to Internet-based capabilities across all DoD Components.

33. 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

34. 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

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

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

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

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

39. 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

40. What Next? How do we go from

41. to

42. Jack Holt Senior Strategist for Emerging Media 703-695-7676 charles.j.holt@ugov.gov Questions?