Archive for October, 2012
I admit that in the past I’ve dreaded this time of year. Not because of Halloween, the fall season, or even the nearing of winter. Nope, I feared the annual arrival of the Combined Federal Campaign (CFC) leaflet that, without fail, shows up on my desk- even with the door locked- like magic.
The fear isn’t of giving money to a cause but instead the act of doing so. I find that actually filling in the form with a pen is somewhat cumbersome and, well, outdated. In fact, while attempting to fill out the form just today I had some trepidation of doing so for the fact that I may be doing it wrong. If there were only a website I could use…
Enter the modern age of the world wide web and the CFC site CFC Nexus. This was so much easier. The site touts that it only takes about 10 minutes to complete the process- I did it in seven. The hardest part(s) was finding your local donation site on the map or perhaps finding a worthy charity… which is fairly easy (might I suggest the Coast Guard Foundation (10514) or perhaps the Wounded Warrior Project (11425)).
CFC Nexus still allows you to do payroll deduction as most of us have done in the past or you can do a lump sum credit card gift.
So if you haven’t given yet I’d suggest giving the site a try. It’s easy. It’s time saving. It’s the season to give (no, really, it is.)
By Mark Tempest
Please join us Sun, October 28, 2012 05:00PM for Episode 147: The Recipient’s Son and Navy PAOs
Our show today will have guests that have seemingly unrelated topics – but both are connected to one thing; getting the story of our Navy, its people, and its culture out to the larger population.
For the first half of the hour, we will have returning guest Stephen Phillips. Steve is a 1992 graduate of the U.S. Naval Academy. He began his naval career as a surface warfare officer in USS Harlan County and USS San Jacinto. He then applied and was accepted into the Navy’s Special Operations community. He subsequently served as an Explosive Ordnance Disposal (EOD) Technician at EOD Mobile Units Six, Eight, and Ten.
Steve is the author of the awarding-winning debut novel, Proximity, describes life as a Navy EOD Technician in the war on terrorism. His second novel,The Recipient’s Son, is a coming of age story that takes place at the U.S. Naval Academy in the late 80’s early 90’s.
Our guest for the second half of the hour will be LCDR Chris Servello, USN, director, Navy Newsdesk (OI-31) and Public Affairs Assistant to the Vice Chief of Naval Operations.
Chris will be here on his own behalf to discuss the role of the PAO in today’s media environment. We’ll also discuss how someone becomes a PAO along with some of the misconceptions and surprising aspects of what a PAO does.
This Sunday, 28 October, the Marine Corps Marathon will once again be closing down the streets of Washington, D.C. Since the MCM began in 1976 it has grown immensely, and over 43,000 runners are registered for the three main events of the weekend.
I’ve run it off-and-on since 1995, between deployments, PCSs, and the births of my children, and have seen it grow from a smaller, simpler race to the massive event that it is today. Without fail, it always feels amazing to be able to run the marathon in the heart of the beautiful city that D.C. can be, in the middle of fall, around all of the monuments, and surrounded by spectators and friends. Some things about the MCM have not changed over time: it is still inspiring, it is still entertaining (standing at the start in 2009 with three other current/former Marine Corps helicopter pilots made the Osprey fly-over incredibly fun), and it still possesses the ability to humble me.
The MCM has grown into a mini-reunion of sorts, as those I’ve served with and known over the years fly in town for the run, or sign up for it while stationed here. I’ve run it on warm, sunny days and on cold, rainy ones, and I’ve run it as a healthy 20-year-old who thought nothing of it and as a 36-year-old with three kids (who thought quite a bit). I have beaten Al Gore and Oprah Winfrey, and have been beaten by Kermit the Frog, Elvis, and a man with a pot-belly wearing a shirt that read “I hydrated with beer” on the back. Humorous but humbling.
Fittingly, one aspect of the MCM that has changed is the number and type of groups running for something. The striking difference about the runners of the MCM is how many are military and how many are running for other servicemembers, whether in memory of friends or family lost over the past decade or in honor of those wounded or currently serving. No other race I’ve run has that kind of presence. And the level of commitment, the depth of loss, and the amount of respect is far more humbling than anything I feel physically over the distance. While there are times that I feel as if most of this country has forgotten that we are and have been a nation at war for 11 years, at the MCM the opposite is true. From groups like USNA’s Run to Honor and the Travis Manion Foundation to the hundreds (thousands?) of people running with a friend’s name on their shirt, Washington, D.C. looks amazing every year on the last Sunday in October.
I will be running again this weekend as part of Team Beav, a group started by Katy Kerch in 2006 in honor of her brother and my squadron-mate, Major Gerald Bloomfield (“Beav”). We lost Beav and Major Michael Martino on November 2, 2005, when their Cobra was shot down in Iraq. Team Beav has grown over the years, and the list of names on the back of our shirts has grown as well. Katy is an indefatigable woman who has motivated runners and non-runners alike to run the MCM in memory of Beav, raising money for the Injured Marine Semper Fi Fund along the way.
So if you’re in town and you are running the marathon, I hope you enjoy it. And if you are in the area but not running, come out to watch. Rain, shine, or tropical-storm-force winds, the crowds and the energy level will be high. If you feel as though you have lost faith in America and in her citizens, being part of the MCM on race morning can change that, if only for a few hours.
For those we have lost, I miss you, I remember you, and I will be thinking of you on Sunday morning. Semper Fi.
Cold steel isn’t worth a damn unless you have men to command it.
– Representative Fred Britten, House Naval Affairs Committee, 1928
The warrior spirit of its members constitutes the most important characteristic of any fighting force. Superior equipment is wasted unless manned by individuals that are properly trained to use the tools of their trade and are enlivened by a warfighting spirit. An effective force requires resources, yet millennia of human conflict teach us that platforms and weapons are no more than enablers through which warriors exercise their expertise and exert their resolve. Hence any changes in the warrior spirit will have a magnified impact on the force’s overall effectiveness.
Napoleon emphasizes the importance of a warrior spirit in one of his maxims: “The moral is to the physical as three to one.” A fighting spirit exists beyond the realm of warfare as a science. It resides in the realm of warfare as art; where intangible human passions affect outcomes. As CAPT (Ret) Wayne Hughes brings to our attention in a section called “Men Matter Most” of his book Fleet Tactics,our profession of arms must possess a warrior mentality, because “beneath the veneer of reason lie passion and mortal danger.”
In 1944 Fleet Admiral King issued an Instruction that underscored the importance of the human dimension in warfighting:
“As wars are fought by men the human element is a basic factor in naval warfare… It is the human element in warfare which may, if understood by the commander, prove to be the only way of converting an impossibility into a successful reality… A force of inferior material potency may, due to the moral resources of its men, prove superior in naval strength.”
The unforgiving conditions of maritime combat require a unique breed of warrior. This is due to the fact that at sea once a platform is detected there are few places to hide; and because, as opposed to land operations, members of platforms at sea are physically bound together. An important benefit of a common warfighting spirit is that it forges inseparable bonds and unifies members into “Band of Brothers.”
Yet even as arms and tactics change fundamental warrior characteristics are timeless. The collective spirit of Sailors and Marines give us a tremendous advantage over adversaries. The tenets that enable an effective fighting spirit in the Navy are summarized in the core values of Honor, Courage, and Commitment. These values are more than lofty ideas, designed to guide Sailors and Fleets to persevere in tough and confusing times. As our nation strives to organize, man, train and equip a superior naval force to meet the challenges of enhanced threats in a globally connected era, let us not underestimate or neglect the most important ingredient of the capability equation. To project seapower we must cultivate and extol the virtues of a warfighting spirit. History indicates effective sea warriors consistently exhibit the following traits: leadership, discipline, technical competence, creativity, and initiative.
- Leadership. Effective leadership is an essential ingredient of warfighting. Leadership is earned not bestowed. Leaders foster cohesion to achieve a common objective. Leaders provide clear direction and ensure subordinates understand the mission. They mentor juniors and uphold standards. With leadership comes authority, responsibility, and accountability. Authority refers to who is in charge of a task; responsibility refers to the fulfillment of a task; and accountability refers to who bears the burden for the conduct and results of a task.
- Discipline. To thrive in a melee at sea requires stouthearted individuals. The best warfighters possess tenacity and a stubborn determination to persevere against hardships and long odds to achieve objectives. This requires mental toughness and physical strength. Discipline enables the unification of individuals to achieve a common goal. Environs of the sea compel warriors to work together to survive and win.
- Technical Competence. Complex equipment and systems must be safely operated and well maintained. The maritime environment is hostile. Machines are constantly battered with salts, pollution, marine life, pounding waves and winds. Preventive maintenance extends the life of equipment and prevents failures. Every position in the Navy has basic skills and tasks that must be mastered to be effective in combat.
- Creativity. The American spirit of ingenuity is a significant advantage our Navy has over other navies. Tactical creativity does not emerge in combat unless it is nurtured and rewarded in peacetime. Pragmatic innovation from the deckplates has been and must remain a trademark. Viewed as a formidable weapon, the enterprising nature of American Sailors must be exploited to the fullest extent possible.
- Initiative. In war leaders are charged with exploiting initiative to advance the plan. This could be as complex as recognizing that a potential adversary’s actions indicate an attack or it could be as simple as a deck officer notifying his captain that he maneuvered to avoid a collision. Victory at sea depends on initiative, tempered by calculated risks and sound judgment. In the fog of war decisions must be made quickly with incomplete information. With lives at risk this requires a clear understanding of commander’s intent and tremendous self-confidence.
Despite the fact that the Navy Special Warfare community is very different from other maritime forces, the SEAL ethos statement does a superb job of describing at an individual level, the warrior spirit.
“In times of war or uncertainty there is a special breed of warrior ready to answer our Nation’s call. A common man with an uncommon desire to succeed. Forged by adversity, he stands alongside America’s finest special operations forces to serve his country, the American people, and protect their way of life. I am that man… We train for war and fight to win… I will not fail.”
Armed with formidable weapon systems, competent combat forces of the Navy and Marine Corps are the nucleus of American seapower. As our maritime forces prepare for a future shaped by dramatically smaller budgets, we must reinvigorate a warfighting spirit into the professional development of our men and women. Again from Fleet Admiral King’s instruction, “By training, discipline and consideration of the men’s welfare, the commander obtains fighting strength – a strength so great that it will take its toll against an opposing force superior in numbers or equipment.” The Sailors and Marines we entrust to operate today’s Fleet are highly knowledgeable and motivated. To maximize the warfighting effectiveness of our forces into the future we must cultivate within each individual a warrior spirit.
We hear a lot about the Battle Force when talking about US Navy force structure and the documents that guide how we deploy and employ our Fleets. As a reader of Mahan, the language brings me back to a phrase he repeatedly uses in his writing, “The Battle-fleet.” See, in Mahan’s day the U.S. Navy started out as a 5th rate power (or worse) and didn’t even have a single fleet that could stand up to a foreign navy when massed together. Over the years he wrote, culminating about the time he passed away in the prelude to World War I, the USN slowly built its battle-fleet to be a peer of almost any navy on the seven seas. Over the next century the USN continued to build and develop itself into the superpower it is today, with several fleets positioned globally.
Much of what we hear about the Battle Force today harkens back to Mahan’s writing on how to use the battle-fleet. The focus is decisive combat against the enemy’s naval forces followed by or concurrent with the projection of power ashore. The focus is on the high-end and kinetic operations which should be the focus of the battle-fleet and, by analogy in today’s language, the modern Battle Force.
But the comparison to today’s Navy starts to come apart as you read about the types of ship’s Mahan thought were appropriate for a navy. While most of us are taught about his belief in the battle-fleet, and its role in pursuing and winning decisive battles that would establish American command of the sea, we’re rarely reminded that in his view a Navy didn’t stop there. Yes, he believed the battle-fleet had to win the decisive battle but there are many other tasks of naval forces. In his essay “Considerations Governing the Disposition of Navies” he wrote that a properly constructed navy needed to be balanced and have three main parts. First was, yes, the battle-fleet. Second was independent cruisers. Third was small combatants and craft to operate in close to an enemy’s shoreline. It wasn’t all one battle-fleet, but a balanced naval force designed for more than just blue water battle.
Each of these different groups of naval vessels had a role to play in major combat operations, but also a matching role to play in peacetime operations. In war the battle-fleet remained offshore, far enough away from the enemy’s coastline that it wouldn’t fall victim to costal defenses (what today we call A2AD threats). There the battle-fleet awaited the enemy’s fleet, maneuvering for positions of advantage for the coming decisive battle. The independent cruisers would range between the battle-fleet and the enemy’s coast, looking to pick off scouts and small squadrons or ranging further afield to strike at the enemy’s merchant shipping and impose an economic cost. Finally, the smaller littoral ships ranged in close, tested and engaged the enemy’s coastal defenses, and scouted for the enemy’s fleet to determine when or where it would sortie to engage in the decisive battle.
Today’s Battle Force has platforms which fill all of those rolls in the vision of the 21st century naval conflict. In Mahan’s day it was an all surface affair, with ships of varying sizes and armaments filling the roles. (He wrote that submarines and torpedo craft, which were experimental platforms for turn of the century navies, were likely to gain success and capability and become part of the mix, but it hadn’t happened before his death). Today, many of the roles are still filled by surface combatants, but submarines and aircraft have taken over significant parts of the equation. They have assumed many, if not all, of the roles and missions traditionally taken by the independent cruisers and the small combatants in the littorals, and with much success in kinetic operations. The name Battle Force, rather than battle-fleet, is certainly accurate.
The problem with today’s Battle Force is that by replacing the cruisers, scouts, and small combatants with submarines and aircraft it loses the capabilities those vessels brought to the peacetime missions. For centuries navies, unlike armies and more recently unlike air forces, have had dual responsibilities not just to fight and win the nation’s wars at sea but to serve in peacetime to protect the nation’s interests, deter challengers, and serve as a diplomatic arm of the military in building partnerships and friendships across the globe. From our nation’s earliest days the dual uses of naval forces were on our leaders minds. Former Naval Academy and Naval War College professor Dr. Craig Symonds wrote in his book Navalists and Antinavalists:
All of President James Monroe’s surviving papers on the navy or on naval policy reflect a concern that it efficiently perform two distinct services: first, that it be adequate to cope with the daily problems of a maritime nation – smuggling, piracy, and combating the slave trade; and, second, that it provide the United States with a comfortable degree of readiness in case war should be forced upon the nation.
What today we refer to as maritime security operations and partnership building isn’t a new-fangled 21st century idea. In fact, it’s a mission which goes back to the very founding of our service, shared with navies throughout history.
Today’s Battle Force is a battle-fleet on steroids, one that has absorbed the rest of the naval force. It is surely powerful and brings us more than “a comfortable degree of readiness in case war should be forced upon the nation.” For fighting and winning a major war it has no equal on the seven seas. However, it becomes a self-fulfilling prophecy because major war may become more likely if there are no ships to conduct the first distinct service President Monroe enumerated.
While the Cooperative Strategy for 21st Century Seapower says all the right things, the Battle Force isn’t built for that strategy. It is only built for one half of our navy’s job. It has mobility and the flexibility to engage multiple targets, but more and more often it lacks true adaptability to do more than just put warheads on foreheads, or threaten it. As the Battle Force shores up its control of the Navy the ability to adapt to smaller contingencies, work in contested waters that are not yet in kinetic conflict, or engage non-state actors and build partnerships becomes harder and harder. Yet these are all the things needed to help avert war, and so actual war at sea becomes more likely, and the Battle Force continues to become stronger.
Naval thinkers from Mahan to Corbett to Zumwalt to Hughes have discussed the importance of having a balanced fleet. High/low mix, Streetfighter, or Influence Squadrons are just other ways to talk about a balanced fleet which is capable of the “regular” major combat operations and fleet engagements as well as the “irregular” maritime security operations and partnership/diplomatic development. Mahan wrote that his own thinking and writing provided a solid foundation to move on to the writing of Sir Julian Corbett, the British navalist who told us that “in no case can we exercise control by battleships alone.” Today’s networked Battle Force is impressive and powerful. As Mahan wrote, it is the starting point for a properly constructed naval force. But the question is…does a powerful battle-fleet alone provide the Navy we need to face the turbulent seas of the 21st century?
Kevin Mitnick, the infamous hacker and social engineer turned security consultant, gave a presentation at this year’s History Conference at the Naval Academy today. He gave numerous examples of extracting information from people and companies by using their own trust and knowledge against them. His demonstrations likely startled many of the audience members with the range of methodologies and, more importantly, the success rate.
Some may look at the seemingly endless list of ways attackers can obtain what they’re looking for and throw their hands up in despair. It’s important to take a step back and consider some important factors in responding to, and hopefully mitigating, attack vectors.
Technology alone won’t save you. If you fight technology with technology, you’ll lose. All the firewalls and intrusion detection systems in the world won’t be a guarantee that networks won’t be breached. There’s no such thing as an impenetrable system, and no such thing as bugless software. Kevin’s demonstration of exploiting vulnerabilities in widely used commercial software proves this. Moreover, this isn’t just software being used in the private sector. Many of the exploits he demonstrated take advantage of software that’s become an integral part of the way the military handles its information. As if this weren’t enough, the files used to carry out every successful exploit passed antivirus scanning without incident, and were run on fully patched, up-to-date systems.
That’s not to say technological security measures are pointless; far from it. Strong passwords, multi-factor authentication, limited access permissions, and strict data management are as important now as they’ve ever been. Placing full faith in their protection, however, is misguided.
Much has been written of late about “Creating Cyber Warriors” within the Navy’s Officer Corps. In fact, three prominent and well-respected members of the Navy’s Information Dominance Corps published a very well articulated article by that very title in the October 2012 edition of Proceedings. It is evident that the days of feeling compelled to advocate for such expertise within our wardroom are behind us. We have gotten passed the WHY and are in the throes of debating the WHAT and HOW. In essence, we know WHY we need cyber expertise and we know WHAT cyber expertise we need. What we don’t seem to have agreement on is WHO should deliver such expertise and HOW do we get there.
As a proud member of both the Cryptologic Community and the Information Dominance Corps, I feel confident stating the responsibility for cultivating such expertise lies squarely on our own shoulders. The Information Dominance Corps, and more specifically the Cryptologic and Information Professional Communities, have a shared responsibility to “Deliver Geeks to the Fleet.” That’s right, I said “Geeks” and not “Cyber Warriors.” We don’t need, and despite the language many are using, the Navy doesn’t truly want “Cyber Warriors.” We need and want “Cyber Geeks.” Rather than lobby for Unrestricted Line status, which seems to be the center of gravity for some, we should focus entirely on delivering operational expertise regardless of our officer community designation.
For far too long, many people in the Restricted Line Communities have looked at the Unrestricted Line Communities as the cool kids in school. Some consider them the “in-crowd” and want to sit at their lunch table. Some think wearing another community’s warfare device validates us as naval officers and is the path to acceptance, opportunity, and truly fitting in. We feel an obligation to speak their language, understand the inner workings of their culture, and act more and more like them. Some have grown so weary of being different or considered weird that many would say we’ve lost our identity. Though establishment of the Information Dominance Corps has revitalized our identity, created a unity of effort amongst us in the information mission areas, and further established information as a legitimate warfare area, many continue to advocate that we are lesser because of our Restricted Line status. We seem to think we want and need to be Unrestricted Line Officers ourselves. Why? Sure, we would like to have direct accessions so that we can deliberately grow and select the specialized expertise necessary to deliver cyber effects to the Fleet. Yes, we would like a seat at the power table monopolized by Unrestricted Line Officers. And yes, we would appreciate the opportunity to have more of our own enjoy the levels of influence VADM Mike Rogers currently does as Commander, Fleet Cyber Command and Commander, U.S. TENTH Fleet.
But there is another path; a path that celebrates, strengthens, and capitalizes on our uniqueness.
In the private sector, companies are continually racing to the middle so they can appeal to the masses. It’s a race to the bottom that comes from a focus on cutting costs as a means of gaining market share. There are, however, some obvious exceptions, my favorite of which is Apple. Steve Jobs was not overly interested in addressing customers’ perceived desires. Instead, he anticipated the needs of the marketplace, showed the world what was possible before anyone else even dreamt it, and grew a demand signal that did not previously exist. He was not interested in appealing to the masses and he surely wasn’t focused on the acceptance of others in his industry. He was focused on creating unique value (i.e. meaningful entrepreneurship over hollow innovation), putting “a dent in the universe,” and delivering a product about which he was personally proud. We know how this approach evolved. The market moved toward Apple; the music, movie, phone, and computing industries were forever changed; and the technological bar was raised with each product delivered under his leadership. Rather than lobby for a seat at the table where other leaders were sitting, he sat alone and watched others pick up their trays to sit with him. Even those who chose not to sit with him were looking over at his table with envy, doing their best to incrementally build on the revolutionary advances only he was able to realize.
Rather than seek legitimacy by advocating to be part of Team Unrestricted Line, we ought to focus on delivering so much value that we are considered a vital part of each and every team because of our uniqueness. I am reminded of a book by Seth Godin titled “We Are All Weird.” In it he refers to “masses” as the undifferentiated, “normal” as the defining characteristics of the masses, and “weird” as those who have chosen not to blindly conform to the way things have always been done. For the sake of argument, let’s consider the Unrestricted Line Officers as the masses, those considering themselves “warfighters” as the normal, and the Information Dominance Corps as the weird. I say the last with a sense of hope. I hope that we care enough to maintain our weirdness and that we don’t give in to the peer pressure that could drive us to lobby for a seat at what others perceive to be “The Cool Table.” By choosing to be weird and committing more than ever to embrace our geekiness, the table perceived to be cool will be the one at which the four Information Dominance Communities currently sit. It won’t happen by accident, but it will happen, provided we want it to happen. Not because we want to be perceived as “cool,” but because we are so good at what we do, and we deliver so much unique value to the Navy and Nation, that no warfighting team is considered complete without its own personal “Cyber Geek.”
I sincerely respect the opinions voiced in the article to which I referred earlier in this post. However, I think we are better than we give ourselves credit for. Let’s not conform, let’s create. Let’s not generalize, let’s specialize. Let’s not be normal, let’s be weird. Let’s choose to be Geeks.
CDR Sean Heritage is an Information Warfare Officer who is currently transitioning from Command of NIOC Pensacola to Staff Officer at U.S. Cyber Command. He regularly posts to his leadership-focused blog, Connecting the Dots.
Claude Berube has accomplished a masterful work with the release today of his most recent novel, THE ADEN EFFECT. Berube’s story is fast-paced, action packed, and full of wonderfully developed characters supporting a believable but creative narrative that keeps the pages turning.
The story follows Connor Stark, a former naval officer who lives anonymously in the rugged Hebrides of Scotland after having been dishonorably discharged until he is called back to service by the American Ambassador to Yemen, C.J. Sumner, to assist with countering the threat of pirates as she is embroiled in negotiations intended to gain access to oil fields off the coast of Socotra. Stark soon discovers a greater threat to the region and the country after uncovering ties with a prominent shipping company and Yemen’s ruling family which leads to a deeper chance discovery that carries the action even further.
From drug trafficking, to Somali pirates to high stakes politics, Berube has knocked this one out of the park. Steven Pressfield was spot on when he commented that the author “has given us the toughest, brainiest, and most interesting new hero since Tom Clancy’s Jack Ryan. The Aden Effect is the think man’s military thriller.”
Sales of The Aden Effect start today. I highly recommend you pick up a copy to give yourself an entertainment alternative from all of the electoral theater that’s forthcoming. Unlike this year’s politics, this story will not disappoint.
Disclaimer: This theory of mine is only mine, and is not the thinking or policy of the US Navy or NATO. Further more, this is only the second time I’ve even mentioned my thoughts below to anyone. I am not Public Affairs trained, and so I am probably very, very wrong in all that I say…
Part four: The People (or, attention is demanded, content is king, and it’s hard to smell roses).
Three people, at the very least, is required to manage a robust and content diverse social media profile. This requirement is temporality based, with one person focusing on new content, one for posting content and being the person behind the profile(s), and another for gathering and monitoring metrics derived from the effort.
The biggest driver behind this requirement is the amount of attention demanded in participating in social media. Many simply stop at posting content on social media. Where as doing so only counts (at most) for ~30% of what can/should be done on social media. For instance, the last two years have seen a major push by news organizations (namely newspapers) to make their content more social. Dependent upon the sentiment of the news stories or other variables (e.g., is there anything in the story that was incorrect, is there supplemental information that could be provided to audiences that didn’t otherwise fit into the news story, is there any sentiment worth underscoring) there can be a major benefit to engaging audiences discussing news of your organization. Such an effort can consume significant amounts of time, which in turn precludes the ability of a single person to additionally create content unique to the organization, or to run metrics which accurately capture and demonstrate what resulted from the effort.
An additional thing worth mentioning is regarding participation in social media. I only wish to touch on it briefly (Though, itself deserves a thousand words). The person actually participating in social media is a spokesperson on par with, and every bit important as a media spokesperson. The skill sets for each differ significantly, each demanding in their own ways. Increasingly a social media spokesperson is becoming as important as the traditional media spokesperson.
If roughly 30% of one’s time is consumed by sharing ‘new’ or original content (more on original content later), and roughly 30% is consumed by participating in commenting on news; the remaning 30-ish percent is spent engaging with audiences at the organization’s social media profiles. The effort spread across these three areas, is beyond any notion of ‘branding’. Instead this time is spent establishing the organization’s culture for the audience (I will expand upon this notion in greater detail in a later post).
Lastly, the social media spokesperson is not be a nine-to-five job. It really should be treated 24/7, especially if your organization spans across time zones and cultures. With a worldwide audience, part of your audience is awake and talking about things while you sleep. This is not to say that the spokesperson can’t sleep, or can’t take a break. Rather, this is to say that a shift in mindset as to what it means to be ‘at work’ is necessary. Just as those who use social media for personal reason post casually through-out the day and night, regardless if it is the weekend or not; so too must the spokesperson, only with more earnest goals and objectives for their effort. An additional remedy is to look at who the audience is, and with enough time and though, understanding the rhythm at which the conversation flows.
In consideration of the demands outlined above, another person must be dedicated to original content creation. It is very easy to be a content aggregator online (also known as sharing on facebook, or retweeting on twitter). To a certain extent it is necessary to share content relevant to, but not created by, your organization (George Takei has earned himself over 3 million followers by aggregating content created by others). However, sharing and retweeting of content not created by an organization cannot fully define what the organization is. Thus, original content is necessary, and should be produced in quantities that adequately compliments the shares and retweets.
Doing this is a fulltime job that can quickly demand a number of disparate skills. Graphics, videos, stories, and memes (of all varieties) are labor intensive and time sensitive. But, it is original content that anchors any message on social media to a desired course. Without original content an organization’s message is dependent on the whims of others that cannot be fully controlled, leaving an organization’s narrative ill defined.
Having a blend of shared and original content, and having participated in the discourse, an organization still needs to know what resulted from the effort. To adequately measure the effort a third person, not apart of creation or engagement, is necessary. The amount of data generated on social media is massive and available in near real-time. Pure numbers are easy–if you want to measure how many ‘likes’ you got in a given amount of time, it’s no problem to look at the graphs provided by facebook, or any third party service. But, as I said in my previous post, the true power of social media is ‘in between the lines’.
Of all the types of analysis there is for social media one continually defies any attempts to automate: sentiment analysis, especially when the discourse spans multiple languages. Sentiment analysis is vital since a profile can increase in popularity for bad reasons as easily as it can for good. If your organization wishes to be a strong advocate for something, the number of likes, shares, or retweets will not inform you if you have been successful in its advocation. Think of it this way: When do you personally talk about something with your friends, or with strangers? When you really like something, or when you really don’t? Across society it probably cuts close to 50/50 between those who tend to talk about a topic in a negatively and those who tend towards positive context. Thus any volume metric (numbers of things) does not give the full picture–deeper analysis is demanded. ‘Semantic based analysis’ (Not sure if that is a real term or not. But, it makes sense to term it as such, in my mind at least) is the only way to get a true sense of an organization’s accomplishments on social media.
Such semantic based analysis must include content outside pure social media (i.e. other mediums), and delve into news sources (including newspapers, televised news, magazines), blogs, and conceivably anywhere the organization might be discussed. Observing the effects in other mediums is vital, because such semantic analysis does not meet the criteria for Godel’s Completeness theorem, but does for his second Incompleteness Theorem–multiple cultures, multiple languages, spread across multiple (if not all) time zones add so many semantic variables that logical deduction, derived from number of likes, shares and the rest, is not possible. To verify the consistency, validness, and soundness of an organization’s use of social media the effects in mediums other than social media is demanded.
To be honest, even in my professional use of social media, I have not been able to follow the above guidelines exactly. But, from what I have been able to do as a part of a social media team, I have come to understand the necessity of all I said above. With social media being as new as it is, with new capabilities to measure an organization’s effects nearly every day, there is always more to be done. What constantly amazes me is how we as a species are able to do things of our own device and yet hardly understand what we’re doing at all–fascinating and troubling all at the same time.
Again, we’re well past a thousand words. So, I will leave this post where it is. More to come later next week. I think some of the comments got lost in the migration to Discus. Apologies for that, I promise I am reading the comments and will participate in them.
Please join us Sunday, October 14 at 5pm (Eastern U.S.) for Midrats Episode 145: The Aden Effect with Claude Berube on Blog Talk Radio:
Terror attacks on an American embassy. Piracy on the high seas. Political intrigue. Leadership at sea.
Not just the news of the day, but some of the topics you’ll find in Claude Berube’s new non-fiction book, The Aden Effect. We’ll have the author with us for the full hour to talk about the book, writing, and perhaps a few more things as well.
Claude’s articles have appeared in Orbis, Naval History, Vietnam History, Jane’s Intelligence Review, Naval Institute Proceedings, the Christian Science Monitor and other periodicals. He has worked on Capitol Hill and for the Office of Naval Intelligence. A lieutenant commander in the U.S. Navy Reserve, he has served twice overseas including a deployment to the Persian Gulf with Expeditionary Strike Group Five. He currently teaches at the United States Naval Academy.
From the description on of his new book on Amazon, “Murder, politics, seapower, Middle East instability, and intrigue in the White House are all part of this action thriller. Set against a background of modern piracy in the Gulf of Aden, the story begins as the new Ambassador to Yemen, C.J. Sumner, is assigned to negotiate access to the oil fields off the island of Socotra and enlist help countering pirates who are capturing ships at will off the Horn of Africa. Meeting with resistance to her diplomatic overtures, Sumner recruits Connor Stark, a former naval officer turned mercenary who knows the region, as her defense attache. When Stark sets up a meeting with the owner of a Yemeni shipping company and the ruling family, the challenges begin.”