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The Joint Chiefs of Staff 2010 Social Media Strategy

One of my areas of interest continues to be how social media is being used by government, at all levels (Federal, State and local), military, and politics. We have seen plenty of examples of how government and politics (sometimes one of the same) are using social media.  We have even seen how some branches of the military, such as the Air Force, are using social media.  But, what we don’t usually get to learn about is how these groups organize their social media efforts.  Following the social accounts is helpful but gaining insight into why and how they’re engaging in social media begins to allow us to shape the way that we can measure their success (or failures) online.

Two main documents will usually provide you with the needed information to begin to form this basis: the organization’s social media policies/guidelines and their social media strategy.  The first step is finding out if they even have either of those 2 documents.  The next step is exploring the documents to find out what their constraints are, why they’re getting involved with social media and how they hope to benefit from it.

While there are an abundance of social media policies floating around online (check out Coca-Cola’s, for example), it becomes harder to find published social media strategies.  That’s why I was surprised and excited to find that the Joint Chiefs of Staff had published the Chairman’s 2010 social media strategy.  You can check out the full social media strategy below.

Don’t know who the Joint Chiefs of Staff or the Chairman is?  Wikipedia defines the Joint Chiefs of Staff as “a group of military leaders in the United States armed forces who advise the civilian government of the United States.”  The Joint Chiefs of Staff are the Chiefs of each of the four military branches and are overseen by the Chairman who is appointed by the President of the United States and is, by law, the highest ranking military officer and principal military advisor to the President.

Now that we’ve had our short history lesson, did you know that the Chairman, Admiral Mullen, is actually active on multiple social media accounts such as Twitter, Facebook, Flickr, and YouTube?  Not only is Admiral Mullen and his staff active on a variety of social networks, but their involvement is being guided by, according to their strategy, four main goals:

  1. ENGAGE – Begin engaging in interactive conversations with our followers and post more personalized content about the Chairman.
  2. ALIGN – Align the content creation process for social media with Chairman’s Top 3 Priorities, assimilate social media content creation into existing Join Staff processes and products, and involve the entire public affairs shop, speech writers, editors, CAG, and Aides.
  3. DRIVE – Use social media content to get in front of events, trips, and testimony to lead the discussion and focus questions.
  4. EXPAND – Continue to grow the Chairman’s online audience and identify new social media platforms to engage from.

For each of these categories they have identified a list of objectives and, where appropriate, a list of goals to achieve.  One of the objectives that caught my eye was under their goal of providing “social media business cards at all events as a source of more information.”

I think it’s great to not only know that the Joint Chiefs of Staff have a social media strategy but that they have published it online for all of us to peruse, share and discuss.

What say you about their strategy?

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  • http://twitter.com/justinlevy justinlevy

    Have you seen @thejointstaff social media strategy yet? What do you think of it? http://bit.ly/dxB1Dq

    This comment was originally posted on Twitter

  • http://twitter.com/jlevymedia jlevymedia

    The Joint Chiefs of Staff 2010 Social Media Strategy http://bit.ly/cWeqYG

    This comment was originally posted on Twitter

  • http://twitter.com/pingmicro pingmicro

    The Joint Chiefs of Staff 2010 Social Media Strategy http://goo.gl/fb/sPSH9 http://j.mp/KnowMore

    This comment was originally posted on Twitter

  • http://twitter.com/sfsmjobshoot sfsmjobshoot

    The Joint Chiefs of Staff 2010 Social Media Strategy http://bit.ly/anueOK #news #socialmedia

    This comment was originally posted on Twitter

  • http://twitter.com/sfsocialmedia sfsocialmedia

    The Joint Chiefs of Staff 2010 Social Media Strategy http://bit.ly/anueOK #news #socialmedia

    This comment was originally posted on Twitter

  • http://twitter.com/jordanbenshea jordanbenshea

    The Joint Chiefs of Staff 2010 Social Media Strategy http://ht.ly/1Jp8L #socialmedia #strategy #marketing

    This comment was originally posted on Twitter

  • http://www.bizworks360.com Mary Ann Halford

    Justin, now if the Joint Chiefs of Staff find utility in social media, then I think a lot of other business leaders can find utility in getting with the program! Thanks for a great post and very useful information.

  • http://primecutsblog.com justinlevy

    I think it also highlights the importance of, first, having a strategy and
    then laying out definitions, objectives and success metrics. Without those
    dimensions then you won't have a sound strategy for your social media
    engagement.

  • http://twitter.com/justinlevy justinlevy

    Have you checked out the @thejointstaff social media strategy yet? http://bit.ly/dxB1Dq

    This comment was originally posted on Twitter

  • http://twitter.com/annemai annemai

    Companies, take note. RT @justinlevy: Have you checked out the @thejointstaff social media strategy yet? http://bit.ly/dxB1Dq

    This comment was originally posted on Twitter

  • http://twitter.com/leejohnsonseo leejohnsonseo

    Interesting read: The Joint Chiefs of Staff 2010 Social Media Strategy – http://bit.ly/bEXJem #socialmedia

    This comment was originally posted on Twitter

  • http://twitter.com/devseo devseo

    This is good: The Joint Chiefs of Staff 2010 Social Media Strategy – http://is.gd/clouE #socialmedia

    This comment was originally posted on Twitter

  • http://twitter.com/leejohnsonseo leejohnsonseo

    #socialmedia Nice – The Joint Chiefs of Staff 2010 Social Media Strategy – http://bit.ly/bEXJem

    This comment was originally posted on Twitter

  • http://twitter.com/bradmblake Brad Blake

    Justin – great post and very timely for us here in good ol' Massachusetts (even if my comment isn't so timely). As you know, we've laid a lot of the groundwork by plowing through a lot of the legal, privacy, security, public records and other issues that we face in government around using social media (http://www.mass.gov/socialmedia for anyone interested).

    Now we really need to get better about doing exactly what you talk about and what the Joint Chiefs are doing – being more strategic (and transparent about the strategy) with HOW and WHY we're using these tools and technologies.

  • http://primecutsblog.com justinlevy

    Definitely get that info out there! Create a mini-blog series around it or
    shoot a series of videos. On a different note, have you seen what the White
    House has been doing with the West Wing Week? I really, really like it
    because it is behind-the-scenes, provides a good update on what's been
    taking place in the past week and also adds humor to it.

  • http://twitter.com/bradmblake Brad Blake

    Funny you mention that. Stay tuned… :)