BlogWell DC Social Media Case Study: U.S. Navy, presented by David Werner
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In his BlogWell DC presentation, the U.S. Navy's Captain, Director-Defense Media Activity Anacostia, David Werner, shares how they approached several recent, high-profile episodes where public debate manifested itself on Navy social media properties.
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BlogWell DC Social Media Case Study: U.S. Navy, presented by David Werner
- 1. 1
- 2. Keeping Your Reputation AfloatwhenCrisis Comes in Waves Captain Dave Werner U.S. Navy Office of Information May 4, 2011
- 3. Crisis in Waves Globally engaged Navy in sea of public opinion Stages of crisis response in social media (Op Tomodachi) Snapshot of other recent waves of interest Lessons learned 3
- 4. Globally Engaged Navy Who’s your Navy? Who are our stakeholders & audiences? Why’s the social media experience unique to us? Nature of deployed operations and maritime environment Hierarchy-structure Lineage of life @ sea So why should you care? 4
- 5. Social Media Crisis Response Stages *EVENT OCCURS* Stage 1: Confirm Announcement of event Stage 2: Standby Immediate (future) threat warnings Stage 3: Engage Navy assets tasked & begin response Stage 4: Sustain Information updates & responsiveness to publics General audiences Navy family members 5
- 7. Commands directly affected first to post
- 8. Early posts serve as “Emergency Broadcasts”0046 Earthquake strikes Japan 0130 Yokosuka Navy posts on Facebook 0153 @CNNBRK 1stpost on Twitter 0223 Sasebo Navy posts on Facebook 0233 Hawaii Navy posts on Facebook 0244 Pacific Fleet posts on Facebook 0308 @CNN 1stpost on Twitter 0430 1st “Big Navy” media query 0456 @NavyNews posts on Twitter 0517 @US7thFleet posts on Twitter 0540 U.S. Navy posts on Facebook 0630 Navy.mil story published 0638 CNO posts on Facebook
- 11. New fans drawn to social media sites for the responding/affected units
- 15. In-person &virtual town halls
- 17. Responsive on all channels“… Facebook continues to be the medium of choice for Sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…” --ADM Walsh, Commander U.S. Pacific Fleet
- 18. 11 Value of Transparency
- 20. @Navynews (7.7K followers +10%)
- 21. Enabled Twitter & FB accounts for:
- 22. USS Carl Vinson
- 23. USS Bataan
- 24. USNS Comfort
- 25. USS Normandy
- 26. USS Gunston Hall
- 27. USS Carter Hall
- 31. The flat communications environment favors the bold
- 32. Decentralized approach improves agility and means for alignment
- 33. Content is KING
- 35. 15
Notas do Editor
- IMPROVED COORDINATION: Japan: We saw improved coordination amongst commands through Facebook. Ie. Tagging, Posting to other commands with affected audiences reposting posts from other commands with information that would benefit allVs. Haiti: I as an individual without admin rights posting to command pages in the affected areas