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Loose Tweets Sink Fleets
May 23, 2017
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With Memorial Day upon us, it's a day set aside to honor those who have served in the past and those who continue to serve our nation.
In 1942, as millions volunteered or were drafted for military duty, communication guidelines were given to soldiers and their families about the dangers of how unintended information could be leaked to the enemy during World War II:
And over 70 years later, that message is even more important with today's technology.
There are challenges for every operation expected to operate in this open and connected world. But Jack Holt, who once served as Senior Strategist of Emerging Media for the Department of Defense looked at social this way:
"If we can train soldiers to operate technical equipment and navigate the battlefield, we can also effectively train soldiers in the proper use and appropriate social media behavior."
And I concur.
Share this with your teams, and where it feels right, even clients. Much of this may feel like common sense, but as we see every day in the social space, it's not common practice.
Here are a few tips on protecting your image from The U.S. Army Social Media Handbook:
Failure To Engage
"If you're not interacting with the audience, they will figure it out, and move on if they know you're not listening."
When we're not where the audience is - we're giving them permission to form new loyalties elsewhere. That includes not acknowledging them socially - they'll find someone who will.
Ghost Ships
"When you stop caring and quit posting, your social media accounts still exist but they float through the Internet like no one is on board."
It reflects poorly on brands when nobody is "home." If you're not going to do anything with a social account, find someone you trust to help. Often times, listeners and clients will define us by our social presence (or lack thereof).
Negativity
"There is never a good time to lash out at a follower on your social assets."
We will never please everyone, all of the time. Have the sophistication to know how to appropriately respond to adverse reactions. Which leads to:
Toned / Untoned
Take time each week to scroll your posts/tweets and be critical of your overall vibe.
Do your social pieces match up with the station's character that comes through the speakers?
Protect Your Ass ets
Know your Facebook admins and editors. Most should be editors - not admins.
Editors can do everything admins can except they cannot delete your page.
Get social passwords together for your Market Mgr., Business Mgr., Programming and Digital Directors to store.
The social space is fluid. We should always be learning.
And if you're having trouble getting everyone on the same page, it's likely there is either a training problem or a hiring problem (or maybe both) - but technology is certainly not the problem.
The U.S. Armed Forces have much to protect - and yet they venture out and do well socially.
Have a safe weekend and take time to honor those who have served and continue to serve.
Reach out to me anytime on Facebook, Instagram, LinkedIn or Twitter.
Please enjoy MERGE archives here.