DoD LIVE!

1. DoDLIVE! QDR of 2006 to the DTM of 2010 DoD and Social Media: The Clash of the Titans

2. 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)

3. QDR of 2006Strategic Communication Roadmap Develop the ability to communicate in a 24/7 New Media environment

4. QDR of 2006Strategic Communication Roadmap Develop the ability to communicate in a 24/7 New Media environment Commander’s Intent: From the pointy end-of-the-spear to the comfy end-of-the-couch

5. 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

6. Lessons We’re Learning • How do you get published when your story doesn’t rise to the level of “news?”

7. Lessons We’re Learning • 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?

8. Lessons We’re Learning • 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?

9. Project for Excellence in Journalism 2008"State of the American News Media" Study Public Interest vs. Media Coverage 2007 Examined 70,000 stories from 2007 and Americans’ interest in particular topics vs. actual news coverage devoted to them Source: PEJ, A Year in the News, 2007

10. Project for Excellence in Journalism 2009"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

11. Lessons We’re Learning ONLINE DYNAMICS • Impact of television • Immediacy of radio • Depth of print • Endurance of books

12. Lessons We’re Learning Defining Terms: • Information at rest will remain at rest unless acted upon by an external force.

13. Lessons We’re Learning Defining Terms: • Information at rest will remain at rest unless acted upon by an external force. • Communication is information in action.

14. Lessons We’re Learning Defining Terms: • What is the AUDIENCE?

15. Lessons We’re Learning Defining Terms: • What is the AUDIENCE? • a: a group of listeners or spectators (http://www.merriam-webster.com/dictionary)

16. Lessons We’re Learning 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)

17. Lessons We’re Learning 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)

18. Lessons We’re Learning 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)

19. Lessons We’re Learning SPECTATOR OR PARTICIPANT?

20. Lessons We’re Learning • BOTH

21. Lessons We’re Learning TARGET AUDIENCE?

22. CENTER MASS External/Vertical CNN/FOX/BBC NYT/WSJ/WaPo Soldiers Magazine Military Review Local Radio/TV/Newspapers Parameters PUBLIC Internal/Horizontal External/Horizontal Janes Stand To Defense Week Military Times Group Army.mil DefenseLink Internal/Vertical

23. The Effect YOU

24. Pew Research: How News Happens How News Happens, Journalism.org

25. Pew Research: How News Happens How News Happens, Journalism.org

26. DoDLive Bloggers Roundtable

27. DoDLive Bloggers Roundtable

28. DoDLive Bloggers Roundtable

29. DoDLive Bloggers Roundtable

30. Defense.gov

31. DoD Social Media Hub

32. 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.

33. DTM of 2010 • 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).

34. DTM of 2010 • 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).

35. 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.

36. DTM of 2010 What’s Changed? • We now have a POLICY statement

37. DTM of 2010 What’s Changed? • We now have a POLICY statement • We can now budget for expansion

38. DTM of 2010 What’s Changed? • We now have a POLICY statement • We can now budget for expansion • Train our troops

39. 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

40. What Next? • How do we go from

41. to

42. Questions? • Jack Holt • Senior Strategist for Emerging Media • 703-695-7676 • charles.j.holt@ugov.gov