Page 29 - Jackson Journal
P. 29

                 However, the argument of “risk” is a valid one, in my opinion, and is not dissimilar to the tactical risk Commanders assume in combat. Risk versus reward is something Commanders must evaluate, whether it’s assaulting an enemy position or delegating social media management tasks amongst their subordinates. There are common risks or mistakes some units make in managing social media platforms. The first, in no particular order
of threat, is the posting of inappropriate content. Inappropriate content can be politically partisan posts or photos, the release of casualty information, or merely misrepresenting the Army or speaking on the Army’s behalf without authorization. This can be inadvertent and often done with no ill- intent by the publisher but is still inappropriate. A second common risk associated with social media is violations of operational security. Advertising troop movements or operational locations of units are the two apparent forms of operational security violations we see on social media.
Similarly, the inadvertent geotagging of social media posts can, without the publisher’s knowledge, violate operational security by covertly disclosing the location of photos or posts by the social media manager. Finally, social media managers make a common mistake when interacting with followers on social media is posting a negative or emotional response to follower comments. Followers interacting with your page, mainly civilians or veterans, can sometimes be incredibly critical of unit social media activities, to the point of hostility. Unit social media managers should refrain from introducing emotion into the conversation and simply hide the comment, ignore the comment
(if hiding it isn’t necessary or too provocative), or
respond with grace and understanding. Emotions are virtually impossible to read over a computer
or phone screen, and unit social media managers should refrain from reacting emotionally, which will almost ensure a continued negative interaction. There is no failsafe solution to removing risk
from social media interaction. However, with the implementation of some best practices, the associated risks can be mitigated.
So what can leaders do to best prepare for, then operate, a useful social media page for their unit or organization? There are four straightforward steps leaders can take to mitigate the risk and increase their platforms’ effectiveness. Firstly, please select the right person and ensure they complete all Department of the Army required training. The social media manager, or managers, should be comfortable and confident operating the social media platform they’re directed to manage. They should be trustworthy and have demonstrated an ability to function independently while staying
in compliance with published guidelines and command directed themes. And they should
be comfortable seeking direct input from their supervisor when they need assistance or guidance. Secondly, social media managers should practice the “Think-Type-Post” approach to publishing. Before authoring a post on social media, managers should deliberately develop a message and ensure it supports the command’s overall themes and messages. They should verify the post’s content doesn’t violate the Army values and guarantees
the dignity and respect of all mentioned, or all viewing, the content. And finally, the post shouldn’t threaten the operational security or the integrity
of the assigned mission and doesn’t misrepresent
Social Media

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