On one level it surprises me that the U.S. Navy ‘gets’ social so thoroughly. Shouldn’t a large, complex and hierarchical organisation like that find social concepts like transparency and authenticity hard to adjust to?
Giving it some further thought, maybe it should be no surprise that an organisation that lives or dies (literally) on the quality of its communications and intelligence, should embrace social behaviours.
This Fall (that’s autumn for us Brits!) the U.S.Navy has come up with a ‘Social Media Handbook’ for personnel. Within its pages there is plenty of sound advice, and there is much here that can translate across to any civilian organisation, or business.
For the ‘time poor’ here are some highlights focusing on the U.S Navy’s overview on social, usage guidelines for personnel, and crisis communications.
U.S. Navy’s take on social
“The rapid growth of social media platforms and technologies have flattened and democratized the communication environment in ways we are just beginning to comprehend” – Adml, Dennis J. Moynihan, U.S. Navy Chief of Information (Spot on, and who can argue with an Admiral?!)
Guidelines for personnel (extracts)
- The Navy encourages service members to tell their stories. With fewer Americans having served themselves in the military, it is important for our service members to share their stories of service with the American people.
- The Navy asks Sailors to live their core values online, and understand that communication in social media is both public and international – even when they think they are just talking to family and friends.
- When commenting about Navy matters, Sailors and Navy personnel need to be transparent about who they are and should identify themselves and their rank and/or position. They should also be clear that their opinions are their own, and do not represent their command or the Navy when commenting publicly on Navy topics.
- Replace error with fact not argument, if you are engaging someone else online. If you see an error or misinformation, correct it courteously and factually but do not engage in a heated argument.
- Admit mistakes. If you make a mistake then admit it and correct it immediately. If you do edit a posting online, make it clear that it has been updated or edited — don’t just try to make a change and pretend you never made the error. If people can’t trust you to own up to your own mistakes you will lose credibility.
- Remember that everything posted on the Internet even for a second may live online forever.
Crisis Communications (extracts)
- Using social media to communicate with stakeholders during a crisis has already proven to be an especially effective use of the medium due to its speed, reach, and direct access.
- You can’t surge trust, so your best course of action is to leverage already existing social presences. It is important to have a regularly updated channel of communication open between you and your key audiences before the crisis hits so they not only know where to find you online, but know that they can trust the information they get. (This chimes with our view on the importance of cultivating community in the good times, as per point five in this earlier post.)
- Create a centralized location to funnel information. If you don’t have a command (centralized) presence then the people most interested in the crisis will more than likely decide as a group where they want to find information and start their own group. Whatever the case, you need to communicate where the people most affected are communicating.
- Monitor incoming content posted by your users on your social sites so you can understand what information they need and what is happening to them.
- Post cleared information as you have it, and there’s no need to wait for a formal press release. When you have solid information that your audiences want to know, post it.
- Answer questions as often as practicable. Avoid just posting information on a social media presence – that is what command websites are for. (A fundamental point that many comms teams ignore in a crisis.)
- Monitor external conversations regularly and correct inaccuracies. This is the best way to stop rumors before they run rampant. Use search engines and other monitoring tools to track discussion on the topic.
- Share and cross -promote critical information with your network of trusted social media sites.
- Encourage on-scene and first-responder personnel to engage via social media. You can do this by having them either use their personal accounts or feeding you information to post on the official command social sites.
- Promote the social media presence on outgoing materials like press releases, e-mail signatures, links on the home page and even in conversations with reporters.
- Analyze success of crisis communication via social media by looking at click-throughs, conversation, replies and reactions to postings, etc.
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