information operations course - nato school october 2013
TRANSCRIPT
Social Media
02 October 2013
for
NATO School IO Course
The views expressed by David during the following presentation
DOES NOT IN ANY WAYreflect the views of the:
United Kingdom,United Nations,
any National Governments,NATO (SFOR, KFOR, ISAF) etc
(the list is not exhaustive).
Who am I?
Digital Storyteller
Blogger
Social Media Trainer
Digital Native
So what's on the Menu for Today?
Why Social Media is important to you.
An awareness introduction.
Why there is really no need to fear Social Media.
Some Tools available.
AND
Discussing the “Control is EVERYTHING”
mantra you all seem to love reciting
Military's ARE Brands.
Brands and Products need to Influence in our modern world.
Think about bad brand awareness.
Think about air-strikes going badly wrong.
Social Media and NATO.
“Digital Storytelling”
or maybe
Digitally Influencing?
NATO has a story to be told.
Some Hard Facts to start with:
Transparency is the way ahead
You can not not influence
Insurgents use Info Ops backed with HARD power
NATO uses HARD power supported by Info Ops
Insurgents win EVERY time as they are culturally aware and they speak the way the TA understands
Why You
(the military)
Should use Social Media
It's able to defeat peer pressure.
It's taken over being the ultimate one to one medium from radio.
Content is available on demand.
For the first time you can start the conversation like never before and get feedback quickly
(ENGAGEMENT)
THINK:
First World Cultures with Third World Infrastructure
Third World Cultures with First World Infrastructure.
Why Social Media?
Why Social Media?
V. I .T .A .L
Video, Images, Text, Audio, Links
The value of the internet and mobile networks lies in their ability to connect
people from diverse backgrounds, status and locations and cultures by giving them
a common platform to share in conversations and ideas.
People x Opportunity = ROI
Return on Influence
Social Media's Value Added Dimension
Measures of Performance vs
Measures of Effect(anecdotally)
REALITY can be painful to Planners and J2
It's also CHEAP
Messaging using social media
Transparency =
Believability =
Credibility
Kosovo
Afghanistan
Without trained, professional
Social Media Operators
Things WILL go wrong
KFOR – Kosovo
Lessons learned?
ISAF Afghanistan
twitter vs
insurgents
Effects based operations?
The UNINTENDED consequences
THINK:
First World Cultures with Third World Infrastructure
Third World Cultures with First World Infrastructure.
Social Media in Kenya
Social Media(youtube) in Syria
For the first timeYOUR
audience can checkYOUR"facts"
http://storify.com/DFBmbe/social-media-in-afghanistan
The Israeli Defence Force's “Twitter Commandos”
The fear of losing control
and some of you are, sadly …...
Defeating Social Media efects?
Closing down the web?
By passing (alive in)
Surrogate SMS – Twitter
IP cloaking
OPSEC ?
INFOSEC ?Years ago we had these.
First real data capture about us.
Did we go crazy then?No!
Why then today with SM?
Social Media Operators
They simply can't be “double hatted”
They need to be “creative”
They need to be “responsible”
They need to craft to the “master narrative”
Social Media Operators
C2 needs to delegate info release to the lowest possible level.
This requires a quantum change in attitudes from J2
VITAL Components
London Police Twitter use
London Police Flickr use
London Police Flickr use
Audio on Demand - Podcasting
Audio on Demand - Podcasting
What does the commercial industry think about all this
then?
http://www.act.nato.int/innovationhub
https://www.facebook.com/Innovation.Hub.act
http://www.linkedin.com/company/innovation-hub
Any questions?
twitter.com/milsocial
skype: dfbmbe
google plus: gplus.is/militarysocialmedia
email: [email protected]
SMS: 00387 65 393341
www.militarysocialmedia.eu