dodlive! qdr of 2006 to the dtm of 2010 dod and social media: the clash of the titans
TRANSCRIPT
![Page 1: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/1.jpg)
DoDLIVE!
QDR of 2006 to the DTM of 2010
DoD and Social Media:
The Clash of the Titans
![Page 2: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/2.jpg)
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)
![Page 3: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/3.jpg)
QDR of 2006Strategic Communication Roadmap
Develop the ability to communicate in a 24/7 New Media environment
![Page 4: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/4.jpg)
Commander’s Intent:
From the pointy end-of-the-spear
to the comfy end-of-the-couch
QDR of 2006Strategic Communication Roadmap
Develop the ability to communicate in a 24/7 New Media environment
![Page 5: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/5.jpg)
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
![Page 6: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/6.jpg)
• How do you get published when your story doesn’t rise to the level of “news?”
Lessons We’re Learning
![Page 7: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/7.jpg)
• 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
![Page 8: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/8.jpg)
• 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?
Lessons We’re Learning
![Page 9: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/9.jpg)
Project for Excellence in Journalism 2008Project for Excellence in Journalism 2008 "State of the American News Media" Study "State of the American News Media" Study
Examined 70,000 stories from 2007 and Americans’ interest in particular topics vs. actual news coverage devoted to them
Public Interest vs. Media Coverage 2007
Source: PEJ, A Year in the News, 2007
![Page 10: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/10.jpg)
Project for Excellence in Journalism 2009Project for Excellence in Journalism 2009 "State of the News Media” Study "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
![Page 11: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/11.jpg)
ONLINE DYNAMICS
• Impact of television
• Immediacy of radio
• Depth of print
• Endurance of books
Lessons We’re Learning
![Page 12: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/12.jpg)
Defining Terms:
• Information at rest will remain at rest unless acted upon by an external force.
Lessons We’re Learning
![Page 13: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/13.jpg)
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
![Page 14: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/14.jpg)
Defining Terms:
• What is the AUDIENCE?
Lessons We’re Learning
![Page 15: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/15.jpg)
Defining Terms:
• What is the AUDIENCE?– a: a group of listeners or spectators
(http://www.merriam-webster.com/dictionary)
Lessons We’re Learning
![Page 16: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/16.jpg)
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
![Page 17: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/17.jpg)
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
![Page 18: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/18.jpg)
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
![Page 19: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/19.jpg)
SPECTATOR
OR
PARTICIPANT?
Lessons We’re Learning
![Page 20: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/20.jpg)
•BOTH
Lessons We’re Learning
![Page 21: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/21.jpg)
TARGET AUDIENCE?
Lessons We’re Learning
![Page 22: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/22.jpg)
PUBLICPUBLIC
CENTER MASS
External/Vertical
Internal/Vertical
Internal/HorizontalExternal/Horizontal
CNN/FOX/BBCNYT/WSJ/WaPoLocal Radio/TV/Newspapers
Soldiers Magazine
Military R
eviewParam
eters
DefenseLinkArmy.mil
Stand To
Military T
imes G
roupJanesD
efense Week
![Page 23: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/23.jpg)
The Effect
YOUYOU
![Page 24: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/24.jpg)
How News Happens, Journalism.org
Pew Research: How News Happens
![Page 25: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/25.jpg)
How News Happens, Journalism.org
Pew Research: How News Happens
![Page 26: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/26.jpg)
DoDLive Bloggers Roundtable
![Page 27: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/27.jpg)
DoDLive Bloggers Roundtable
![Page 28: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/28.jpg)
DoDLive Bloggers Roundtable
![Page 29: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/29.jpg)
DoDLive Bloggers Roundtable
![Page 30: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/30.jpg)
Defense.gov
![Page 31: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/31.jpg)
DoD Social Media Hub
![Page 32: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/32.jpg)
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.
![Page 33: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/33.jpg)
• 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
![Page 34: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/34.jpg)
• 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
![Page 35: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/35.jpg)
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.
![Page 36: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/36.jpg)
DTM of 2010
What’s Changed?
• We now have a POLICY statement
![Page 37: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/37.jpg)
DTM of 2010
What’s Changed?
• We now have a POLICY statement
–We can now budget for expansion
![Page 38: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/38.jpg)
DTM of 2010
What’s Changed?
• We now have a POLICY statement
–We can now budget for expansion
–Train our troops
![Page 39: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/39.jpg)
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
![Page 40: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/40.jpg)
What Next?
• How do we go from
![Page 41: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/41.jpg)
to
![Page 42: DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans](https://reader033.vdocuments.net/reader033/viewer/2022051215/56649ed25503460f94be2154/html5/thumbnails/42.jpg)
Jack Holt Jack Holt Senior Strategist for Emerging MediaSenior Strategist for Emerging Media
[email protected] [email protected]
Questions?Questions?