How to Social "Medialize" at EUCOM?
So, here starts my first-ever blog as the Social Media Chief for European Command Public Affairs. I’ve been on the job a mere 18 days now, I know… a long time! In that brief period, I’ve already learned quite a bit about Social Media, something I knew dreadfully nothing about before I arrived here.
After a couple weeks of reading and trial and error, I now know how to use the tools and connect with the right people and do that crucial two-way communication that has long been lacking in the PA world. As my boss says, “Social media is about listening first, and then establishing conversation.”
I read an old Associated Press story from March 2008, where the journalist, Chris Tomlinson, talked about the change of reporting our wars over time. He wrote, “Wars have often been defined by the new technologies that shaped them. The Civil War was the first photographed conflict in U.S. history, news of World War II was delivered by movie news reels, television made Vietnam the living room war and Desert Storm was the first war broadcast live by satellite. Historians will likely remember Operation Iraqi Freedom as War v1.0.”
And now, Social Media allows everyone to talk about everything. We are all citizen journalists. Anyone can report on anything at anytime and get feedback! It’s crazy and it’s wonderful.
Bottom line, I, as a Public Affairs officer, no longer just broadcast info out there. I am now looking and hoping for a return. I need feedback on my product, which is United States European Command. In essence, my employer.
So, therein lies the challenge. How do I, as a PA, spread the word about EUCOM in a way that makes people care and provide feedback? I mean, after all, as I told someone the other day, we are not Ashton Kutcher or CNN, both of who have more than two million followers on Twitter. Did you even know EUCOM was on Twitter? We have more than three thousand followers. Pales in comparison!
What is EUCOM anyway and why should folks care?
Simply put, EUCOM conducts military operations and strives to builds partnerships within its area of responsibility - Europe and Eurasia. Quite a responsibility, huh? We’re doing our slice of the U.S. military mission of ultimately defending the homeland forward.
But again, why should you care?
Let me know what you think! And tell me what would interest you about my product, good, bad or indifferent.
Danke!
Maj. Kristi Beckman
EUCOM Public Affairs
@kristi_beckman
@us_eucom
Comments: 16
Kristi: Kudos to you all for this experiment. I think your focus on conversation is right on the money. If you're looking for ideas, check out the NATO Secretary General's page at nato.int, and see what they're doing with his video blogs and embedded twitterstream. Good stuff.
Congrats on your assignment to EUCOM, Kristi! You're certainly joining a team of leaders when it comes to social media in the Combatant Commands. One concern I have with SocMed and PA in general for a geographic COCOM is the issue of language. As it stands, EUCOM is communicating with the English-speaking world. Before the website makeover early this year, there were language options for the static content so visitors could read the "who we are" stuff in Russian, German, Spanish, French, etc. If we're "stronger together", then we should recognize that, while our uniformed partners might speak English, the folks "back home" supporting them (or not) may not. Translation isn't fast or cheap, but EUCOM would be more engaging if it put some content out there in a few other tongues. The same goes for Social Media. Twitter's growing in Europe. Look at the percentage users (Spain, France, Germany) and consider adding an account or two to stream for those potential audiences. Your NATO counterpart up in Mons ought to be tweeting in French since it's the "other" official language of the organization. (NATO tweets too: http://www.fastcompany.com/blog/kit-eaton/technomix/nato-tweets-too-twitter-gets-really-serious) Since France is a full partner in military operations again, there's a French public that may want to join the conversation. Every capability comes with a price tag, I know. You probably already have the skills resident somewhere in the organization, but its a matter or priorities. Maybe the COM can be your AO for the French tweet stream! My 2 euro cents. Good luck with the job and enjoy your time in Europe! Cheers, Scott
Scott, Pretty good 2 euro cents there! You are correct that we had some translated material on our old Web site before the revamp. I agree that it's about partnerships more than anything. MANY different languages out there. You brought up the number one issue, the money. WOW, is it expensive. And then you look out at the technology these days and folks can translate documents for free in seconds on sites like Babelfish. As a matter of fact, that's what I use to translate my German mail. It's not a perfect translation, by any means, but it's close enough. Anyone who can read this site, can also get it translated lickity-split. So, this isn't to say that your response didn't generate talk and another meeting for me (thanks for that :o)). Not sure that we'll be able to go wild on translations, but it is definitely worth discussing about putting some of the static translations back on the site. Danke on the input!!!! Kristi
Kristi, I've learned from my own PAO and personal experience with social media that people will care when you do the following: 1. Give them something they can't get anywhere else in the style they prefer. Pick one tone and audience for each medium or definable space in the medium that you're using, and stick with it. Don't try to mix stuff that will attract influential policy types (white papers, raw video of speeches or conferences) with chatty, visually arresting, EUCOM-is-cool stuff for a general audience. This is why I tend to prefer inhabiting existing spaces like Facebook, YouTube, LiveLeak, etc., because there's an established audience and tone that you can match. But you can make it work in the ".mil" domain, too. Just don't try to be everything to everyone in one location, you'll be nothing to anyone. 2. Satisfy their natural desire to be lazy consumers of information. Twitter is excellent in this regard. I'm sure dozens of news items about EUCOM cross your inbox everyday. Tweet some of the best content to your followers, including the better critical stuff, and they'll rely on you more to steer their information-seeking. That means you get more click-throughs on Tweets that link to your own content. 3. Provoke them. Tough to do this as a PAO, but you need the leeway to be a bit controversial or at least entertainingly conversational in any written communication. I'm only talking text here, because good raw photos and video are their own draw. But people won't stick with you for straight written information. Within minutes of when you're ready to release something (if not before), there will be someone who can pull from more sources who will write it up better than you can. Your strength is your position. Only you can answer questions like, What do EUCOM leaders think? Why should I care about something that's important to you that I otherwise wouldn't care about? Why should I agree with your command's perspective? Unless you have
Kristi, Based on what I've learned from the social media world, it seems to me like you're quickly becoming the expert: - You've responded to every post thus far, thus owning up to your promise to make your efforts two versus one-way communication - You’ve recognized that you get better feedback when you, as Dan said, ask for feedback - It's obvious that you understand that a blog is more engaging when you speak freely than when you simply post an article or "press release" on the blogsite - You’re (hopefully) going to continue with the engagement...and do it as much as possible. Although most people know about these tenets of social media, many seem to rarely follow them (myself included). Obstacles include command climate, lack of passion, competing requirements for time and potentially resources. It seems that you're on the good side of all of those things, not to say they aren't challenges too. In the end, at least for me, many obstacles are simply excuses. I just hope to be able to keep up with you! All the best! Jim
Ankara, tesekkür ederim, sagol! If I got that right, I'm trying to tell you thank you. It's amazing the translation sites out there to help us communicate! Your comments are excellent and definitely worth looking into. Every little bit helps and I appreciate you taking the time to help me! Stronger Together, definitely! Kristi
Tampa Sultan, Your "limited experience" is more than likely far greater than mine, so thank you for your thoughts! I agree that it's about engaging. Great point on the audiences as I've learned that you can't get an audience until you go out and seek them and learn about them -- and the more you learn, the better you can communicate. Thanks on the kudos! Kristi
Thanks, Jim! Agree with the obstacles you note. It's tough to stay ahead, but I'm working on it! Having just moved to Germany and still (after more than a month) not having internet connectivity in my house hinders my communication just a bit, but this too shall pass! I've got the passion and command climate. I can overcome the requirements vs time and resources - so I should be golden! Keep your toes crossed! Kristi
Ray, I'm have to say that I am very impressed with the Secretary General's corner. I LOVE the fact that he doesn't just tweet about his job, but he also reaches out to the average Joe (or should I say Joe the Plumber...LOL) through his everyday tweets! I loved his soccer tweets as we were happy here when Germany qualified for the World Championship tournament and especially when my U.S. team did! That type of tweeting will draw followers and fans! I will definitely be sharing this site with my web guru here and see what we can't do to steal some of these great ideas! Thanks so much for sharing! Kristi
I look forward to seeing what you are offering up on your blog/twitter/facebook and how it compares to traditional PA "reporting" of print stories, broadcast stories and photos. Social media is a new way of engaging with different audiences. Best of luck!
Quatto, EXCELLENT information, thank you for all this great stuff! And, I can relate to the lazy consumer of info. I love having the news pushed to me and I can read what I want when I want. Good call on the tone of the blog too. I'd like to keep this one light and interesting. No white papers here! Cheers!
Quatto really articulates well. Who is she/he? The third point, asking "what do EUCOM leaders think?", gets right at the heart of how effectively garnering an audience via social media and "chain of command" are almost antithetical. Social media leaves PAOs with a new outreach and feedback channel, maybe offering a bit more personality than a standard press release, but still operating within constraining command boundaries that will perforce limit audience size beyond a certain core of followers.
Dear Maj. Kristi Beckman, In Turkish Language, if someone come to new place for to work we say to her “HAYIRLI OLSUN!..” This short sentence mean covers during to your stay you take a success, in healthy, you will take a good finish your working period and turn back to your country with a new rank. My suggestion is for US EUCOM, different then existing social media and your work planning. Shortly my offer is: New one Twitter. (Very short name – My experience short name is giving to you use more letters.) What is different than other? Moderators are EU COM responsibly area representatives. How? From France army, Germany General Staff or Turkish General Staff etc. every country has a moderator for a common twitter. Twitter director and main chef moderator is Kristi Beckman. RULES: 1- Every country representatives, in the week for seven days only can three twit messages sent. (or less than three) This number can change only is that country or area has any common maneuvers. Common some activities. Or some important visitors. 2- Message contents are free. That mean is military activity, social activity, cultural, some times may be tourism and may some military web, their twit… address. Every country representatives will decide every week. May some articles from their commanders. That is it! If you like and your commander approval this idea, call to all USA EUCOM area countries military section and give then new common twit name and common password. STRONGER TOGETHER. Respectfully, Cafer Tanriverdi Ankara - Turkiye
Based on my limited experience w/ social, it seems that blogs, FB, Twitter, etc are simply NOT a good plaform to spread a message. These applications can, however, help "engage" audiences. The Web2.0 environment fosters interaction/conversation, not necessarily support. Success, then, should be determined by what EUCOM learns about audiences and less about what audiences learn about EUCOM. You're certainly starting out in a position of advantage -- in a crisis-free setting -- so kudos to fwd-leaning EUCOM.
Dan, Thank you so much for the feedback! Nice to know the tweets caught some attention. You've got a pretty difficult job as relocation and deployments can be extremely trying on families. Been there, done that! But so many of us have been there done that and you probably have a great support network by now. Thank YOU for what you do to make our lives less stressful! Keep in touch if you come up with any new tools to reach out to folks and I'll do the same for you! Kristi
The blog was great. Your call to action on Twitter is the reason I popped over to check it out. We use social media to speak to military families and assist them with Relocations, deployment stress, and other situations. We have found social media is best used when a response or feedback is requested or urged. It shouldn't be a one-way form of communication. I appreciate your service, thank you. Dan