Did you happen to catch the @ISAFmedia twitter feed in the last week? Or, ever? That feed is getting some considerable accolades from some of the more active members of the Twitterverse. Why? Because of the discourse that ISAF is having with individuals. Think about it for a minute. Rather than a citizen having to get their information by proxy during a press conference or statement, the citizen is now able to engage with ISAF (or any organization) directly. The nuance of message that such an ability allows serves to make the information availed by ISAF all the more cogent.

Read through the links recanting the conversations the @ISAFmedia account has had. It’s no easy feat, twitter moves fast with many people able to come at you at once–and never mind the time difference between those in the conversation. So, what does it take to be able to be the person at the helm of an organization’s social media? As usual, the Marines have exceptional guidance for where to begin. It’s no wonder too, the social media chief listed in their guidance is an E-5 (natch).

Listen to active audiences to determine how to best engage. The paradigm of telling everyone what they
need to know no longer carries significant weight when communicating via social media channels —
social media requires, and begins with, listening. If you don’t know and understand the audiences you are
communicating with, then the interaction will be of limited value. Listening to the online community and
complying with Department of Defense policies is paramount to communication success.
One thing I would add to their guidance for organizations is that after listening comes engagement, with enough engagement comes familiarity and with familiarity comes a rapport. The Marines have laid out what I’d consider the basic school for social media engagement (by anyone, it’s worth reading even if you only check facebook once a week). Their guidance will get you up to the familiarity point of social media engagement. After which, it is the individual at the helm which actually builds rapport.
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The abilities of @ISAFmedia and their social media team are where the rest of the military’s engagement in social media needs to be. However, it is worth mentioning that one social media ‘personality’ does not and cannot work for all commands. By this, I mean that the topics relevant to a COCOM are significantly different from a rifle platoon, where topics are what drive personality. We don’t need dozens of @ISAF clones out there. What we do need are Service Members as informed and plain spoken as @ISAFmedia; able to hold their own in social media while imbued with the sensibilities outlined in the Marine’s social media guidance–IMHO.



Posted by CTR1(SW) H. Lucien Gauthier III in Marine Corps, Soft Power
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2014 Information Domination Essay Contest