An overview of the U.S. Navy Emerging Media program presented by Jason Kelly and Sandy Gall at the CHINFO Virtual Symposium on July 16, 2013. It discusses social media today, the evolution of U.S. Navy social media, CHINFO’s use of social and emerging media, best practices for Navy commands, and how Navy Media Content Services can help public affairs officers and mass communication specialists.

1. U.S. Navy Emerging Media
CHINFO Virtual Symposium
July 16, 2013
Jason Kelly and Sandy Gall

2. Agenda
 Social media today
 Evolution of U.S. Navy social media
 CHINFO’s use of social and emerging media
 Best practices for your command
 How Navy Media Content Services can help you

3. Social media today
Infographic from Fedeltapos.com

4. Evolution of U.S. Navy
social media
Phase 1:
• Determine goals and
objectives
• Create a presence
• Incorporate into your
communication plan
Phase 2:
• Adoption
• Education and
training
Phase 3:
• Growth
• Analytics – content
and audience
Phase 4:
• Authoritative and
timely source
• Fan engagement
• Emerging media
and mobile
 True or False:
• If I build it (my command’s social media presence) they
will come.
• As public affairs professionals, we should create a
social media plan.
• U.S. Navy wants to share our command-specific content
on their platform!
• I can post identical content throughout all of my social
media platforms!

5. U.S. Navy’s strategy
is a combined effort
CHINFO
Navy Media Content
Services (OI-2)
Operations (OI-20)
Video (OI-21)
Navy.mil Still
Photo/Editorial (OI-
22/23)
Emerging Media (OI-
24)
DMA Liaison (OI-25)
Systems/Engineering
(OI-26)
Navy News Desk (OI-3)
News desk teams
Strategy (OI-9)
 Working in a vacuum does
not yield the best
communication results
 Create the network effect –
“being social” needs to also
occur within our organization
 U.S. Navy works daily with
the news desk, creates our
communication goals based
on CI’s priorities and meets
weekly with regional and
fleet PAOs to determine a
content plan

6. U.S. Navy’s Communication Goal
 Be the most authoritative and timely source for
Navy information so that CHINFO can effectively
tell the Navy story especially for:
• Operations in NAVCENT and PACFLT
• Health of the force
• History and heritage

7. Measurable Objectives
 Break Navy news stories
 Increase awareness of operations in NAVCENT
and PACFLT, Navy initiatives, history and
heritage, and health of the force among the
American public as it relates to their individual
defense
 Better integrate social media into other key
CHINFO/Navy DMA functions
 Improve synchronization and saturation of key
Navy messaging through the PAO community

8. Key Stakeholders
 Defense-focused media (Navy Times, Stars and
Stripes, defense bloggers, etc.)
 Mainstream and local media as well as American
public in key Navy cities
• Washington, D.C.
• San Diego, Calif.
• Norfolk, Va.
• Jacksonville, Fla.
 Navy public affairs officers
 Sailors
 Families
 Veterans

9. Navy Social Media Today
Platform Average weekly reach
Facebook 1,886,168
YouTube 480,900
Twitter 133,231
Flickr 63,000
Pinterest 37,429
Navy Live 35,678
Google+ 19,471
Total Average Weekly Reach 2,655,877

10. Navy Social Media Today
Navy
Live
Facebook
Twitter
YouTube
Flickr
Google+
Pinterest
 As often as possible, we
align our content
throughout multiple
platforms
 One story, event, photo,
etc. can be shared in
variety of ways
 You don’t have to
recreate the wheel –
chances are you have
content already
available!

11. Navy Live

12. Navy Live

13. Navy Live

14. Navy Live

15. Navy Live

16. Navy Live

17. Twitter

18. Twitter

19. Twitter

20. Twitter

21. Twitter isn’t Facebook

22. Facebook

23. Facebook

24. Google+

25. Google+

26. Google+

27. Google+

28. Google+

29. Flickr

30. YouTube

31. YouTube
 Views:
16,518,143
 Minutes Watched:
17,445,510
1. Laser Weapon
System
Views: 4,990,161 Minutes Watched: 9,454,040
2. X-47B Completes First Carrier Arrested Landing
Views: 2,562,248 Minutes Watched: 920,135
3. X-47B Completes First Carrier Arrested Launch
Views: 1,185,221 Minutes Watched: 1,540,909

32. Pinterest

33. Pinterest

34. Pinterest

35. Best Practices
 Be prepared to
ask and answer
the hard
questions
 Know and and
listen to your
community
 Post
consistently

36. Best Practices
 Write
conversationally, but
professionally
• Remember your
audience
 About three lines of
text
 Call to action
• Like
• Share
• Comment
• Click
 Tagging
 Post with a photo

37. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

38. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest
130705-N-KE148-057
ARABIAN GULF (July 5, 2013) Aviation Boatswain's Mate (Equipment) Airman Ryan Drake, from
Stillwater, Okla., and Aviation Boatswain's Mate (Equipment) Airman Stephen Birkner install a rotary sheave cover
for catapult 2 aboard the aircraft carrier USS Nimitz (CVN 68). The Nimitz Carrier Strike Group is deployed to the
U.S. 5th Fleet area of responsibility conducting maritime security operations, theater security cooperation efforts
and support missions for Operation Enduring Freedom. (U.S. Navy photo by Mass Communication Specialist 3rd
Class Chris Bartlett/Released)
x

39. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest
✔

40. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

41. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest
Capitalize on
opportunities

42. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

43. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

44. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

45. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

46. Best Practices
 Social
 Conversational
 Relatable
 Responsive
 Timely
 Consistent
 Authentic
 Honest

47. Best Practices

48. How can we help?
 Let’s chat - 703-614-9154
 Have a great piece of content you want us to
know about? - USNSocialMedia@Gmail.com
 Navy Media Tumblr blog – best practices
 Navy Communicators – closed Facebook group

49. How can you help?
 Let us know if you have questions. What do you
need to know?
 We want to know about what you’re doing!
 Communication alignment