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

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DoDLIVE!

QDR of 2006 to the DTM of 2010

DoD and Social Media:

The Clash of the Titans


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)


QDR of 2006Strategic Communication Roadmap

Develop the ability to communicate in a 24/7 New Media environment


QDR of 2006Strategic Communication Roadmap

Develop the ability to communicate in a 24/7 New Media environment

Commander’s Intent:

From the pointy end-of-the-spear

to the comfy end-of-the-couch


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


Lessons We’re Learning

  • How do you get published when your story doesn’t rise to the level of “news?”


Lessons We’re Learning

  • 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

  • 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?


Project for Excellence in Journalism 2008"State of the American News Media" Study

Public Interest vs. Media Coverage 2007

Examined 70,000 stories from 2007

and Americans’ interest in particular topics vs. actual news coverage devoted to them

Source: PEJ, A Year in the News, 2007


Project for Excellence in Journalism 2009"State of the News Media” Study

Audiences Turn to Cable and Web

Percentage Change in Audience, 2007 to 2008, Across Media

Source: PEJ, A Year in the News, 2007


Lessons We’re Learning

ONLINE DYNAMICS

  • Impact of television

  • Immediacy of radio

  • Depth of print

  • Endurance of books


Lessons We’re Learning

Defining Terms:

  • Information at rest will remain at rest unless acted upon by an external force.


Lessons We’re Learning

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

Defining Terms:

  • What is the AUDIENCE?


Lessons We’re Learning

Defining Terms:

  • What is the AUDIENCE?

    • a: a group of listeners or spectators

      (http://www.merriam-webster.com/dictionary)


Lessons We’re Learning

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)


Lessons We’re Learning

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)


Lessons We’re Learning

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)


Lessons We’re Learning

SPECTATOR

OR

PARTICIPANT?


Lessons We’re Learning

  • BOTH


Lessons We’re Learning

TARGET AUDIENCE?


CENTER MASS

External/Vertical

CNN/FOX/BBC

NYT/WSJ/WaPo

Soldiers Magazine

Military Review

Local Radio/TV/Newspapers

Parameters

PUBLIC

Internal/Horizontal

External/Horizontal

Janes

Stand To

Defense Week

Military Times Group

Army.mil

DefenseLink

Internal/Vertical


The Effect

YOU


Pew Research:

How News Happens

How News Happens, Journalism.org


Pew Research:

How News Happens

How News Happens, Journalism.org


DoDLive Bloggers Roundtable


DoDLive Bloggers Roundtable


DoDLive Bloggers Roundtable


DoDLive Bloggers Roundtable


Defense.gov


DoD Social Media Hub


DTM of 2010

DTM 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.


DTM of 2010

  • 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

  • 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

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


DTM of 2010

What’s Changed?

  • We now have a POLICY statement


DTM of 2010

What’s Changed?

  • We now have a POLICY statement

    • We can now budget for expansion


DTM of 2010

What’s Changed?

  • We now have a POLICY statement

    • We can now budget for expansion

    • Train our troops


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


What Next?

  • How do we go from


to


Questions?

  • Jack Holt

  • Senior Strategist for Emerging Media

  • 703-695-7676

  • [email protected]


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