Posted by: blackvector | March 31, 2009

What If Everyone Could Document Combat?

090317-A-6797M-623Visual documentation (VDOC) of combat operations is an integral part of operations to ensure documentation of the entire scope of U.S. military activities during wartime operations, contingencies,  joint exercises and other events involving the DoD Components having significant national interest. According to Dept of Defense Instruction 5040.4. This is the role of combat camera. It is true VDOC encompasses quite a bit more, but for this article, I want to present something sent to me via twitter.

The question comes from a Twitter person I follow @subbob who teaches for the U.S. Army. He asked, “What if every Airman (or Soldier) had potential to produce Combat Camera footage?” The question arose from this post A Child in the Fight. It’s an interesting question, what would/should you do in this situation. If indeed every military member could produce Combat Camera footage, then the entire event would be documented and in the expeditionary environment, we have seen documentation is key to counter enemy propaganda efforts.

Technology has come a long way in being able to deliver direct feeds from the front line to the war room. Undoubtedly, it would be valuable if indeed every person in the field could send visual imagery in real time back to higher headquarters. Or at the very least, maintain a visual record for later retrieval. A sort of Weapon System Video (WSV) only the WSV is not from an aircraft, but rather a person. In the information war, people are the weapon system are they not?

In the war of words, it would be the VDOC of the event that would be key in dispelling enemy propaganda.  Social media sites are key in the propaganda war. The use of VDOC by the Israeli Defense Forces during the recent operation in Gaza highlights how successful using VDOC in the social media environment can be. The YouTube site for the IDF was very active during the campaign. It can be accessed on YouTube here. I highly suggest viewing the site. The use of VDOC from the front lines helped the IDF dispel Hamas propaganda efforts. The key, however, is in how quickly the IDF is able to get the imagery out. As in the example above, it would be useless to have the imagery if it did not get out prior to the enemy putting out their version of the story. Indeed the enemy could have re-staged the scene in the sniper example to show American indifference toward children. Immediacy is paramount in the Now Media world.

The key will be how to get imagery from the battlefield to where it needs to be almost as quickly as the event itself unfolds. We seem to be able to do that when we carry around our iPhones, snap a picture of what we are having for dinner and then share it via Twitter and FaceBook where it is instantly accesible to 500 friends. How do we then leverage this power while balancing security risk? There are operational issues that must be addressed and clearly I am not endorsing release of imagery on the fly. However, there has to be some level of risk accepted — if we use imagery to counter enemy efforts in the information battle space. Otherwise we will lag far behind in the information war with our adversaries continuing to take the lead.

Posted by: blackvector | March 24, 2009

Rumor of C-17 crash on CNN — The Need for PAs on Twitter

 C-17 GlobemasterI do not believe one can over state the need to be plugged in to what is going on around you. We need to have a constant situational awareness so that in the event something happens, we can interact with it, not just react to it.  As I was busy crunching numbers today, I saw a pop up on Twitter that an AF C-17 crashed in Texas. It all started with a CNN report and a post on Twitter:

  • BULLETIN — PLANE CRASHES IN TEXAS.

Then followed up by:

  • URGENT — An Air Force C-17 plane has crashed near Olney, Texas, a spokesman for Sheppard Air Force Base tells CNN.

CNN had on their web site the basic facts of a C-17 and that one had crashed in Texas. Almost as fast, the social media world starts to question validity:

  • An FAA official tells BNO News there has been no plane crash in Texas; calls CNN report “wrong”. BNO News continuing to work on confirmation.

So far no one could actually confirm anything had crashed, Reports also start to surface that it may have been a commercial jet. But soon, these Tweets start to surface:

  • Times Record Newspaper: All American Eagle commuter flights into and out of Wichita Falls are accounted for.
  • Times Record News: Hospital official says they were notified of a downed commercial plane; BNO unable to confirm. CNN reports a C-17 crash.

Within 30 minutes of the CNN report, Twitter posts start to debunk CNN, who was still maintaining the story on their web site:

  • The Texas Department of Public Safety tells BNO News they are not aware of any plane crash, despite CNN reports.

But then, a CNN producer on Twitter also started to question the story and it was starting to become clear nothing had happened. The @AFPAA official Twitter account released a statement:

  • @AFPAA We have no reports of a US Air Force airplane down in TX. Pls spread the word. not US Air Force. We’re looking into it.

So what did happen? It was simple enough but highlights how well-connected people are now:

  • @AFPAAconcerned citizen saw a C-17 doing low-levels and called 911. Confirmed the C-17 went back to Altus safe/sound

All of this unfolded in the span of about an hour. It was interesting to see it work in real time – hence why it is really now media. In fact, AF Public Affairs people plugged into Twitter is what helped squelch the rumor quickly.  It is evident by this example that Pas need to be plugged in to social media venues almost on a 24/7 schedule. This particular example happened during a normal work day, what if it had been after hours? The rumor would eventually be proved false, but may have taken longer.

Clearly PA professionals need to be able to respond to things like this quickly, but if access is blocked at their offices, how can they be effective communicators for the Air Force?

As social media grows, so to must be how PA plugs into it. Particularly in a deployed environment where the enemy can and does use SM to further their propaganda efforts. By practicing SM techniques in the home station arena, PAs can be better suited to fight counter-propaganda in the deployed environment.

Posted by: blackvector | March 13, 2009

Why are you on social media?

Reading from David Peck’s blog http://newmediachatter.com I found an article on the steps involved in getting a company into social media, interesting post, especially this one which is spot on.

From the blog post at newmediachatter.com:

Erica Friedman Publisher at ALC Publishing, President of Yuricon:

1) What is the goal of getting into social media?
2) What ROI are you looking for?
3) What message are you sending?

“Social media” is no more a golden ticket to success than having a website was in 1996. ‘If you build it, they will come” does NOT apply to social media. You need to find the audience where they already are and address them in those spaces. If you’re throwing up a MySpace page, when your audience lives on Slashdot, you’ve just wasted gobs of money and time. Don’t assume that “audience” translates to “market.” 13000 followers on Twitter might not mean a single extra sale. You need to know what you’re doing and why otherwise, it’s just more empty promotion-speak.

I find several government agencies jumping onto the social media train without even asking where it is going or why they are even getting onboard. Citizen engagement should be the reason, as social media is a great way to enhance an agencies outreach. However, simply setting up a Twitter account or getting a page on FaceBook is not what it is about. As Friedman points out, build it and they will come does not apply. It is much like if you see a really nice, cool looking restaurant and you go in to eat, but the food is no good, you will not be back. If the content and what you are communicating via social media stinks, no one will “friend” you or “follow” you. Your effort, time, and money will be wasted.

The basic rules for public affairs and public relations apply: know the audience, tailor the message to the audience, and evaluate your efforts. Focus on who you are trying to communicate with and why, and find out what social media sites best fit your purpose. It may be some, none, or all the sites. One thing is clear, no agency can afford not to leverage the power of social media.

Posted by: blackvector | March 12, 2009

Public Affairs and the future

One of the most challenging things is trying to figure out exactly where public affairs should be headed. Recently, a friend on FaceBook posted a message: Wondering who is at the helm of the HMS Public Affairs. The reference was not to a person, but rather the concept. In other words, what direction is public affairs taking in regards to what we do.

For one thing, public affairs needs to get on a more strategic course and get out of the tactical focus. Use of social media to engage in indirect influence and awareness of brand is a good start. I recently visited some bases where people are starting to take a more strategic view of their outreach programs and using the new SM tools to their advantage. In these times of lean resources, leveraging social media is a great way to effect the communication sphere. It was interesting to see how one base was very proactive and willing to try new things and another base was rooted in the past. You could see the difference not only in the office, but even in the people themselves. One office had the old guard way of doing PA, some what reactive to what would happen, the other had a blended capability which had a focus on advertising the wing’s mission and getting the word out before things happen.

The earlier post by David Sparks talks about advice, I think the advice here is go out on a limb, try something new, change the focus of the program and execute it. The important thing is to go back and evaluate what was done to see if it was effective and then re-adjust as needed. To do nothing and leave it as it always has been, is not the way to go.

Posted by: blackvector | March 12, 2009

5 People who broke the rules on social media and suceeded

Great article by David Sparks.

He says, “Advice only goes so far. The way we really learn is through real experiences. In this piece, I sought out stories of people who listened to the advice of experts, ignored it, did what they wanted to do, and then succeeded. There was only one rule they followed: They were convinced that what they were doing was right.”

Sometimes we need to break the mold and  start from scratch, advice is good, but it is like doctrine, a guide, a starting point. It is important not to get caught up in the advice as a law that must be followed. I am not advocating complete abdication, but rather one should know when it is time to throw out the “expert” advice and go with your gut feeling. This is what sparks innovation and creativity and as far as I am concerned progress. Public affairs will not move forward until we throw out some old advice and go with our gut feel.

http://mashable.com/2009/03/10/breaking-social-media-rules/

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