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2010 Social Media Strategy Review 20 October 2010

Reference The Chairmans 2010 Social Media Strategy Dated 23 March 2010

1 Background

Since April of 2009 the Chairmans Public Affairs office has sought to utilize social media as a means for communicating the Chairmans priorities as well as becoming part of the ever growing internet community In April of 20 1 0 the Public Affairs office published a social media strategy designed to provide focus and prioritize social networking efforts Since then the Chairmans sites have seen overall a remarkable amount of progress and growth

~ From 40-50000 viewsday Launched Apnl To 120000 viewsday

2009

From 8600+ Fans To 13000+ Fans

From 16000+ Fans To 27000+ Fans

Chairmans Blog From 35000+ viewsday launched To 65000+ viewsday

November 2009

~ouTu~ From 1300+ viewsmth launched April To 1500+ viewsmth

2009 ~

From 16900+ downloadslmth iTunes launched July 2009 To 19000+ downloadsmth

~ rom 31000 viewsmth launched 0 31000 viewsmth

September 2009

Figure 1 Social media progress March 2010 through September 2010

While the strategy has met with significant success there are a number of lessons learned regarding the way we might improve our efforts to communicate more effectively and across the wide spectrum of networking sites The purpose of this strategy review is to assess the progress made to identify the obstacles that hinder our social media efforts and finally to outline the way ahead

The latest revision of Joint Publication 3-61 Public Affairs (August 2010) asserts the following The US military has an obligation to communicate with the American public and it is in the national interest to communicate with the international public Through the responsive release of accurate information and imagery to domestic and international audiences public affairs (PA) puts operational actions in context facilitates the development of informed perceptions about military operations helps undermine adversarial propaganda efforts and

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contributes to the achievement of national strategic and operational objectivesl The publication goes on to discuss communication responsibilities and strategies but only in passing does it address new media and its role in public affairs planning considerations

There clearly remains some debate within the Defense community as to the value of social media or social networking sites to the way we communicate The most recent version of a Youtube video known as Revolution 20 begins with a compelling question social media a fad or the biggest shift since the industrial revolution2 Revolution 20 goes on to identify some of the remarkable statistics portraying the impact of social media not only here in the United States but across the world most notably that

- 96 of millennials3 have joined a social network - Facebook (with over 500 million users) tops Google for weekly traffic in the US

Youtube is the second largest search engine in the world (behind Google) and - The fastest growing segment on Facebook is 55-65 year old females 4

Do You Have a Profile on a Sodal Networking Site saying MyeS A1_ 41

Mil9nnial (18middot29)

(gn X (30-45)

BoomQl (46-64)

Sil9nt (65+)

75

Figure 2 Pew Research Center Internet and American Life Project in 20095

1 Joint Publication 3-61 Public Affairs The Joint Staff August 25 20 10 Available at httpwwwdticmilldoctrinenew pubsJjp3 61pdf 2 Socialnomics 09 Social Media Revolution 2 May 5 2010 YouTube Available at httpwwwyoutubecomwatchv=IFZOz5Fm- g 3 Millenials Generation Y also known as the Millennial Generation or Generation Next or Net Generation describes the demographic cohort following Generation X Its members are often referred to as Millennials As there are no precise dates for when the Millennial generation starts and ends conunentators have used birth dates ranging somewhere from the mid-1970s to the early 2000s This generation generally represents an increase in births from the 1980s and 90s not because of a significant increase in birthrates but because the large cohort of baby boomers began to have children The 20th century trend toward smaller families in developed countries continued however so the relative impact of the baby boom echo was generally less pronounced than the original boom Characteristics of the generation vary by region depending on social and economic conditions However it is generally marked by an increased use and familiarity with conununications media and digital technologies From Wikipedia Available at hnpJen wikipediaorglwikiGeneration Y 4 Socialnomics 09 Social Media Revolution 2 May 5 20 I O YouTube Available at httpwwwyoutubecomwatchv=IFZOzSFm- g

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contributes to the achievement of national strategic and operational objectivesl The publication goes on to discuss communication responsibilities and strategies but only in passing does it address new media and its role in public affairs planning considerations

There clearly remains some debate within the Defense community as to the value of social media or social networking sites to the way we communicate The most recent version of a Youtube video known as Revolution 20 begins with a compelling question social media a fad or the biggest shift since the industrial revolution2 Revolution 20 goes on to identify some of the remarkable statistics portraying the impact of social media not only here in the United States but across the world most notably that

- 96 of millennials3 have joined a social network - Facebook (with over 500 million users) tops Google for weekly traffic in the US

Youtube is the second largest search engine in the world (behind Google) and - The fastest growing segment on Facebook is 55-65 year old females 4

Do You Have a Profile on a Sodal Networking Site saying MyeS A1_ 41

Mil9nnial (18middot29)

(gn X (30-45)

BoomQl (46-64)

Sil9nt (65+)

75

Figure 2 Pew Research Center Internet and American Life Project in 20095

1 Joint Publication 3-61 Public Affairs The Joint Staff August 25 20 10 Available at httpwwwdticmilldoctrinenew pubsJjp3 61pdf 2 Socialnomics 09 Social Media Revolution 2 May 5 2010 YouTube Available at httpwwwyoutubecomwatchv=IFZOz5Fm- g 3 Millenials Generation Y also known as the Millennial Generation or Generation Next or Net Generation describes the demographic cohort following Generation X Its members are often referred to as Millennials As there are no precise dates for when the Millennial generation starts and ends conunentators have used birth dates ranging somewhere from the mid-1970s to the early 2000s This generation generally represents an increase in births from the 1980s and 90s not because of a significant increase in birthrates but because the large cohort of baby boomers began to have children The 20th century trend toward smaller families in developed countries continued however so the relative impact of the baby boom echo was generally less pronounced than the original boom Characteristics of the generation vary by region depending on social and economic conditions However it is generally marked by an increased use and familiarity with conununications media and digital technologies From Wikipedia Available at hnpJen wikipediaorglwikiGeneration Y 4 Socialnomics 09 Social Media Revolution 2 May 5 20 I O YouTube Available at httpwwwyoutubecomwatchv=IFZOzSFm- g

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Age Distribution of Active Duty Force rceao- DIbuUon byAgII

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Almost Half Are Between 22-30 Yrs

Marine Corps has highest percentage of 16-21 year aids (37)

Average age oltatal active ~ force is 2B

OctobM 2008

Figure 3 Active Duty Demographic Profile as of September 20086

Figure three above depicts that as of September 2008 the age demographic of the US military includes a large (and growing) number of those millennials that is individuals under the age of 31 Understanding that social media is becoming increasingly more valuable in the information landscape it becomes ever more important to understand how it both affects and influences how the Chairman communicates

2 Lessons Learned

The social media strategy outlined earlier this year identified four major areas of focus as well as goalssubtasks within those areas for measuring progress

a) Engage - Begin engaging in interactive conversations with our followers and post more personalized content about the Chairman

The challenge here is in the use ofthe term engage Definitions of the word engage include to attract and hold the attention of engross to win over or attract to draw into involve and in the military to begin an action with (an enemy) The effort thus far has in fact been geared towards attracting new followers and holding the attention of existing followers This is not consistent with the description provided that calls for an interactive conversation The opportunities to engage in such discussions are certainly available within the Chairmans existing social media platform specifically via Facebook However the use of the site has been primarily one-way and consists of posting articles and promoting CJCS events Likewise the Chairmans blogs which account for nearly 15 of all traffic to the Department of Defense website where they are hosted has primarily been used to post annual CJCS messages (ie service birthdays)

5 Pew Research Center Internet and American Life Project 2009 Available at httppewresearchorglmillennial I 6 DMDC October 2008 Active Duty Demographic Profile Available at httpwwwslidesharenetipasti nsonJusshymi litary-acti ve-d utv-demographic-profi Ie-presentation

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Based on the social media strategy goals for improving engagement we implemented two methods for interacting with the Chairmans audience First professional Facebook profiles were created to support posting responses to questions andor comments on the Chairman s page Likewise the Chairmans Active Response Tracker (CART) was slightly altered to incorporate queries generated via social media However in practice we rarely utilize these two tools

b) Align - Align the content creation process for social media with the Chairmans Top 3 Priorities assimilate social media content creation into existing Joint Staffprocesses and products and involve the entire public affairs shop speech writers editors CAG and Aides

This office met with considerable progress in this area in terms of integrating and transforming existing products to social media platforms For example posting service birthday messages or communicating of the Chairmans position on a variety of topics such as military families Dont Ask Dont Tell or stop loss pay benefits in the form of blogs However an area that could stand improvement is the incorporation of new media tools into public affairs planning and specifically towards accomplishing the Chairmans Top 3 Priorities

c) Drive - Use social media content to get in front ofevents trips and testimony to lead the discussion and focus questions

This area has especially been a challenge due to a rapid daily operational tempo that makes planning beyond the very near-term difficult Additionally the strategy did not provide a clear plan for achieving this objective or a roadmap for future requirements that is a layout depicting and prioritizing how we might utilize social media resources to get in front of specific events

d) Expand - Continue to grow the Chairmans online audience and identify new social media platforms to engage from

Expanding the Chairmans online audience has clearly been a priority in the current social media strategy as is evident by a monthly analytics compilation that is almost entirely quantitative in nature While these statistics were helpful in understanding the cause and effect of specific Facebook postings tweets or blogs they do not by themselves provide any readily usable feedback Furthermore the numerical goals set by the strategy for number of fans reached on Facebook (13000) and Twitter (25000) as well as page views for jcsmil and y outube begged the question what happens once those goals are reached

3 Goals for the next six to 12 months

~ ENGAGE amp PARTICIPATE- Seek to not only attract and hold attention of the Chairmans audience but to also be a part of the conversation Promote the effective and

7 CJCS Guidance from 2009-20 I O December 21 2009 1) Defend our vital national interests in the broader Middle East and South Central Asia 2) Health of the Force and 3) Properly balanced global strategic risk

Available at httpwwwjcsmiVcontentifiJes2009-121l22 109083003 CJCS Guidance for 2009-201Opdf

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responsible use of social media as a communication tool within DoD from the most senior leaders to the lowest level

~ ALIGN - Continue to align the social media content creation process with the Chairmans Top 3 Priorities Develop a social media outreach plan that is well-nested with domestic and foreign engagement plans

~ DRIVE - Continue to use social media to both lead and focus the discussion Seek to enhance our understanding of who the audience is not just who we think they are Place emphasis in not only evaluating the response to what we are saying in the public arena but also monitoring what is being said about the CJCS and military as whole

~ EXPAND - Continue to grow the Chairmans online audience and identify new social media platforms to engage from Understand the associated risks (specifically manpower and resource commitments) and identify how much we are willing to accept

4 Strategy for Achieving Social Media Goals

Taking into consideration the lessons outlined in paragraph two above the following actions are recommended for the way ahead in social media

a ENGAGE amp PARTICIPATE-

We should seek to not only engage the online audience but also participate in their discussion This means more actively responding to questions or comments posted to the Chairmans social media sites as well as more actively pursuing opportunities for the internet community to interact with the Chairman or his staff

Facebook and the Chairmans blog remain the two most underutilized means of generating a dialogue with the CJCS Followers generally post comments or questions to which they mayor may not actually hope to obtain a response (in some cases they are rhetorical) The risks most often cited as a concern with a proposal for more active participation is 1) the expectation that responses come from the Chairman himself and 2) that the practice of posting responses or comments would create a precedence that could potentially generate an overwhelming amount of traffic on the Chairmans site Neither of these are valid concerns for two reasons first it is neither practical nor realistic that followers of these two social networking sites would expect that the Chairman regularly respond or engage However what they might reasonably expect and accept is some form of response from a member of the Chairmans staff Secondly while increased participation whether or the Chairmans behalf or from a public affairs office might increase the flow of questions it would also serve to generate precisely the type of educated and informed discussion that we want to foster

The extent of our engagement and participation should not be limited to Facebook and the Chairmans blog Instead the public affairs section should further broaden its means of communicating the Chairmans priorities and engage the internet community by seeking to make the Chairman more available to his online audience The predominant means for doing this is

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via virtual town halls like the Ask the Chairman series blogger roundtables DiggTV interviews or even involving less conventional members of the media (i e bloggers) to accompany the Chairman on his travels

Engage amp Participate Objectives for April 2011 1 Develop a fonnal structureschedule for posting responses to comments and queries on Facebook and the Chainnans Comer 2 Initiate Facebook chats with a PAO on the CJCS Facebook page before andor significant events ~eeches or jJress conferences 3 Build a Frequently Asked Questions page on JCSmil 4 Initiate and incorporate live streaming broadcast on FacebooklUstream that allows followers to comment on CJCS events in real time 5 Plan and conduct virtual QampA sessions and town halls with CJCS on at least a quarterly basis (use Ask the Chainnan DiggTV or Bloggers Roundtable) 6 Incorporate bloggers as part oftravelling media on CJCS trips 7 Incorporate video capability during trip and events to post raw behind the scenes footage to Chainnans YouTube channel 8 Update amp modernize the Podcast (new graphic music add TV on set)

Figure 4 Engage and Participate objectives for the next six months

b ALIGN-

Social media planning should not be limited to a particular individual within the public affairs section Rather new media should increasingly inform the way all public affairs officers think about how the Chairmans message is communicated as well as how it is received To accomplish this members of the public affairs section should participate in social networking conferences to enhance their professional development regarding the effective use of new media

In order to better synchronize our social media efforts with the Chairmans priorities the Director of Social Media should continue to participate in planning for the Chairman s upcoming media related events In addition a social media operations calendar should be developed based on not only the Chairman s calendar but also that of the Secretary of Defense Service Chiefs scheduled POTUS eventsremarks and the list of approved national observances This will improve the unity of effort across 000 by integrating the messages of key leadership as well as further promote the timely dissemination of information and messages via social media

Align Objectives for April 2011 1 All PAOs attend or participate in social media conferences at least twice annually 2 Establish and maintain social media calendar that integrates 000 wide key leaders and POTUS eventssignificant speeches

Figure 5 Align objectives for the next six months

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c DRIVEshy

A key factor to using tweets blogs or Facebook posts to drive the discussion or to highlight important messages is adequate planning A social media campaign plan nested in overarching domestic and foreign engagement plans and that identifies how online networking sources can support or compliment communication efforts is essential Figure five below provides a social media campaign plan for the remainder of the current Chairmans tenure This is a living document that will change as key themes and priorities (depicted within the yellow call outs) change

Fiscal Year 2011

Faceboollt Postings as warranted or lAW other national observances

Figure 6 Social Media Campaign Plan- October 2010 through September 2011

A second critical element to leading the discussion is to understand and differentiate between actively posting information and messages online (outputs) versus actively listening to what is being said in response to what is being posted (inputs) This raises two important requirements First that we place greater emphasis on monitoring what is being said online following key speeches press conferences or events There are a number of ways for doing this to include Google alerts and social networking sites such as Reddit where users anonymously post their thoughts and ideas on a variety of topics

Secondly we must adapt our analytics to reflect not only quantitative data related to how many page views JCSmil has or the Chairmans number of FacebookiTwitter followers to a still quantitative approach but one that measures how messages are received Joint Publication 3-61 Public Affairs notes Plans and operational decisions are driven by the constant monitoring assessment and analysis of the information environments This is best accomplished in social media by measuring response to or basic sentiment towards specific topics namely in regards to the Chairmans top three priorities The benefit of doing this is that it allows us to identify trends and understand our audience to include what types of content resonates best9

8 Joint Publication 3-61 Public Affairs The Joint Staff August 25 2010 Available at httpwwwdticmi lJdoctrinenew pubsl jp3 61 pdf 9 LCDR Sweetser Kaye PHd Science aSOCial Media Emerging Media Integration Department of the Navy 2010

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via virtual town halls like the Ask the Chairman series blogger roundtables DiggTV interviews or even involving less conventional members of the media (i e bloggers) to accompany the Chairman on his travels

Engage amp Participate Objectives for April 2011 1 Develop a fonnal structureschedule for posting responses to comments and queries on Facebook and the Chainnans Comer 2 Initiate Facebook chats with a PAO on the CJCS Facebook page before andor significant events ~eeches or jJress conferences 3 Build a Frequently Asked Questions page on JCSmil 4 Initiate and incorporate live streaming broadcast on FacebooklUstream that allows followers to comment on CJCS events in real time 5 Plan and conduct virtual QampA sessions and town halls with CJCS on at least a quarterly basis (use Ask the Chainnan DiggTV or Bloggers Roundtable) 6 Incorporate bloggers as part oftravelling media on CJCS trips 7 Incorporate video capability during trip and events to post raw behind the scenes footage to Chainnans YouTube channel 8 Update amp modernize the Podcast (new graphic music add TV on set)

Figure 4 Engage and Participate objectives for the next six months

b ALIGN-

Social media planning should not be limited to a particular individual within the public affairs section Rather new media should increasingly inform the way all public affairs officers think about how the Chairmans message is communicated as well as how it is received To accomplish this members of the public affairs section should participate in social networking conferences to enhance their professional development regarding the effective use of new media

In order to better synchronize our social media efforts with the Chairmans priorities the Director of Social Media should continue to participate in planning for the Chairman s upcoming media related events In addition a social media operations calendar should be developed based on not only the Chairman s calendar but also that of the Secretary of Defense Service Chiefs scheduled POTUS eventsremarks and the list of approved national observances This will improve the unity of effort across 000 by integrating the messages of key leadership as well as further promote the timely dissemination of information and messages via social media

Align Objectives for April 2011 1 All PAOs attend or participate in social media conferences at least twice annually 2 Establish and maintain social media calendar that integrates 000 wide key leaders and POTUS eventssignificant speeches

Figure 5 Align objectives for the next six months

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c DRIVEshy

A key factor to using tweets blogs or Facebook posts to drive the discussion or to highlight important messages is adequate planning A social media campaign plan nested in overarching domestic and foreign engagement plans and that identifies how online networking sources can support or compliment communication efforts is essential Figure five below provides a social media campaign plan for the remainder of the current Chairmans tenure This is a living document that will change as key themes and priorities (depicted within the yellow call outs) change

Fiscal Year 2011

Faceboollt Postings as warranted or lAW other national observances

Figure 6 Social Media Campaign Plan- October 2010 through September 2011

A second critical element to leading the discussion is to understand and differentiate between actively posting information and messages online (outputs) versus actively listening to what is being said in response to what is being posted (inputs) This raises two important requirements First that we place greater emphasis on monitoring what is being said online following key speeches press conferences or events There are a number of ways for doing this to include Google alerts and social networking sites such as Reddit where users anonymously post their thoughts and ideas on a variety of topics

Secondly we must adapt our analytics to reflect not only quantitative data related to how many page views JCSmil has or the Chairmans number of FacebookiTwitter followers to a still quantitative approach but one that measures how messages are received Joint Publication 3-61 Public Affairs notes Plans and operational decisions are driven by the constant monitoring assessment and analysis of the information environments This is best accomplished in social media by measuring response to or basic sentiment towards specific topics namely in regards to the Chairmans top three priorities The benefit of doing this is that it allows us to identify trends and understand our audience to include what types of content resonates best9

8 Joint Publication 3-61 Public Affairs The Joint Staff August 25 2010 Available at httpwwwdticmi lJdoctrinenew pubsl jp3 61 pdf 9 LCDR Sweetser Kaye PHd Science aSOCial Media Emerging Media Integration Department of the Navy 2010

7

c DRIVEshy

A key factor to using tweets blogs or Facebook posts to drive the discussion or to highlight important messages is adequate planning A social media campaign plan nested in overarching domestic and foreign engagement plans and that identifies how online networking sources can support or compliment communication efforts is essential Figure five below provides a social media campaign plan for the remainder of the current Chairmans tenure This is a living document that will change as key themes and priorities (depicted within the yellow call outs) change

Fiscal Year 2011

Faceboollt Postings as warranted or lAW other national observances

Figure 6 Social Media Campaign Plan- October 2010 through September 2011

A second critical element to leading the discussion is to understand and differentiate between actively posting information and messages online (outputs) versus actively listening to what is being said in response to what is being posted (inputs) This raises two important requirements First that we place greater emphasis on monitoring what is being said online following key speeches press conferences or events There are a number of ways for doing this to include Google alerts and social networking sites such as Reddit where users anonymously post their thoughts and ideas on a variety of topics

Secondly we must adapt our analytics to reflect not only quantitative data related to how many page views JCSmil has or the Chairmans number of FacebookiTwitter followers to a still quantitative approach but one that measures how messages are received Joint Publication 3-61 Public Affairs notes Plans and operational decisions are driven by the constant monitoring assessment and analysis of the information environments This is best accomplished in social media by measuring response to or basic sentiment towards specific topics namely in regards to the Chairmans top three priorities The benefit of doing this is that it allows us to identify trends and understand our audience to include what types of content resonates best9

8 Joint Publication 3-61 Public Affairs The Joint Staff August 25 2010 Available at httpwwwdticmi lJdoctrinenew pubsl jp3 61 pdf 9 LCDR Sweetser Kaye PHd Science aSOCial Media Emerging Media Integration Department of the Navy 2010

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Drive Objectives for April 2011 1 Establish and maintain a social media campaign_plan 2 Update analytics to reflect feedback to FacebookiTwitter posts blogs JCS articles etc 3 Develop coding system for measurjng online feedback Provide scores for positive versus negative sentiments and a counting mechanism for responses to postings that include CJCS priorities

4 Submit pre- andor post- blog drafts with major speeches

Figure 7 Drive objectives for the next six months

d EXPAND-

It would be extremely difficult to measure or demonstrate the return on our investment in using social media that is improving communication (information both received and understood) with the American and international public What we can ascertain is the extent to which the message and conversation travels beyond the Pentagon and out to communities across the United States and across the world We achieve this objective by continuing to pursue the growth of the Chairmans online audience Figure seven below provides the social media goals for the next six months

Site Goal for April 2011 Stats Joint Staff Website 200000 Page viewsday Twitter 40000 Followers Facebook 15000 Fans YouTube 2000 Viewsmonth iTunes 25000 Downloadsmonth

50000 Picture Flickr viewsmonth Chairmans Corner Bl02 75000 Page viewsday

Figure 8 Social Media goals October 2010 through March of2011

An additional and equally important element to expanding the Chairmans social networking presence is to stay well informed about new technology or software and to incorporate these sites as appropriate and based on the value added Ustream provides its users the ability to broadcast live to their Facebook page and concurrently conduct a live chat during that broadcast This is just one example of a new form of social media that is easily incorporated into our existing framework and broadens our capability to create a dialogue online

Word of mouth also remains a beneficial means of increasing awareness about the Chairmans social media sites Handing out the Chairmans baseball card to leaders within the Pentagon at all of the Chairmans events and to individuals attending the daily Pentagon tours (distributed by the service members acting as tour guides) is a great way to spread the word

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The resources assigned to the social media section within the public affairs office are limited Therefore there is a plausible risk of taking on too much or widening the scope of the Chairman s social networking beyond the capability of this office to manage it To deal with this risk it is important to assess the merit of each of the social media sites both new and old and to potentially eliminate those with little or no value

Expand Objectives for April 2011

1 CJCS mentions online presence during all appropriate events 2 Provide social media baseball cards at all events and to Pentagon tour groups 3 Improve JCSmil site compatibility with Safari and Firefox web browsers

4 Identify and assess the value of new or emerging platforms for development 5 Develop means for assessing the type of content that generates the most interestfeedback incorporate this into how we developmanage social media content

Figure 9 Expand objectives for the next six months

This updated strategy is effective October XX 2010 The objectives will be included in a monthly status and analytics report to the Chairman in order to monitor progress over the next six months culminating in another strategy review in April of 20 11

5 The point of contact for this strategy review document is CPT Rachel Breslin OCJCS-PA at 703-697-4272

I 1 [ ~ ~O F Y ~APT US Navy ~pecial Assistant for Public Affairs to the Chairman of the Joint Chiefs of Staff

Chairmans Social Media

Joint Staff Website wwwjcsmil Admiral Mullen on Facebook wwwfacebookcomadmiralmikemullen Admiral Mullen on Twitter wwwtwittercomthejointstaff Chairmans YouTube Channel wwwtinyurlcomp1vrxf Joint Staff Flickr Photostream wwwflickrcomphotosthejointstaff Chairmans Corner Blog wwwdodlivemilindex phpcategorycha i rmans-cornerl

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The resources assigned to the social media section within the public affairs office are limited Therefore there is a plausible risk of taking on too much or widening the scope of the Chairman s social networking beyond the capability of this office to manage it To deal with this risk it is important to assess the merit of each of the social media sites both new and old and to potentially eliminate those with little or no value

Expand Objectives for April 2011

1 CJCS mentions online presence during all appropriate events 2 Provide social media baseball cards at all events and to Pentagon tour groups 3 Improve JCSmil site compatibility with Safari and Firefox web browsers

4 Identify and assess the value of new or emerging platforms for development 5 Develop means for assessing the type of content that generates the most interestfeedback incorporate this into how we developmanage social media content

Figure 9 Expand objectives for the next six months

This updated strategy is effective October XX 2010 The objectives will be included in a monthly status and analytics report to the Chairman in order to monitor progress over the next six months culminating in another strategy review in April of 20 11

5 The point of contact for this strategy review document is CPT Rachel Breslin OCJCS-PA at 703-697-4272

I 1 [ ~ ~O F Y ~APT US Navy ~pecial Assistant for Public Affairs to the Chairman of the Joint Chiefs of Staff

Chairmans Social Media

Joint Staff Website wwwjcsmil Admiral Mullen on Facebook wwwfacebookcomadmiralmikemullen Admiral Mullen on Twitter wwwtwittercomthejointstaff Chairmans YouTube Channel wwwtinyurlcomp1vrxf Joint Staff Flickr Photostream wwwflickrcomphotosthejointstaff Chairmans Corner Blog wwwdodlivemilindex phpcategorycha i rmans-cornerl

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