Social Media Experiment for NATO Summit
| The Strategic Communications Limited Objective Ecperiment Final Report is now available. Click here to download (PDF, ~3 MB) |
NATO seeks to increase the awareness of the Alliance to the public. To achieve more global awareness, NATO has identified social media as the platform for a Limited Objective Experiment (LOE). This LOE will focus on social media in support of the NATO Summit taking place 19-21 May 2012.
Aim: To assess the utility and methods for applying a Social Media internal feed-back process that can quickly evaluate the public perception of NATO key messages in near real time to help ensure a truthful and accurate understanding is achieved in a timely manner.
Objectives:
- Identify the number of social media comments pertaining to NATO Summit key messages
- Assess sentiment of social media comments pertaining to Summit key messages
- Assess StratCom methods and procedures in communicating feedback to the SecGen's staff regarding audience responses resulting from the SecGen's speeches
- Identify which social media assessment tools were most useful for this process
- Identify which additional training is required for this type of process
- Observe the ability of StratCom personnel to adapt to the feedback and modify messaging in time for follow-on interviews and speeches
- Observe if NATO leadership made any modification of the Summit messages
| Experiment Details and Schedule | |
| Who: | An open event; Everyone is encouraged to participate |
| When: |
19 May – 10:30 AM EDT |
| Where: | Anywhere there is an internet connection – at home, work, or via Smartphone – and via WE-NATO.org |
| Questions? Email socialmedia@act.nato.int | |
Social Media Experiment Process:
