SocialMediaPrimer_Vol_I_April2015_web.pdf

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SOCIAL MEDIA

FOR

ANTITERRORISM AWARENESS

AND COMMUNITY OUTREACH

VOLUME I

APRIL 2015

Photo by Master Sgt. Cohen Young, US Army / DVIDS

CONTENTS

Introduction ....................................................................................................... 1

What are social media? ....................................................................................... 3

Establishing a social media presence to support antiterrorism awareness ............ 5

Branding your social media presence .................................................................. 9

Managing a social media presence .................................................................... 13

How to leverage existing command, organization, and unit social media

presence .......................................................................................................... 17

Virtual Family Readiness Groups (vFRG) ............................................................ 19

Concerns about social media ............................................................................. 21

Crisis communication ....................................................................................... 29

Resources ........................................................................................................ 35

“Over the last year, Army organizations have used social media to not

only communicate important Army messages, but they have used

it to communicate during times of crisis. Hurricane Sandy was a

perfect example of how effective social media use can help distribute

information to those in need while also detailing how the Army

supported relief efforts.”

— BG Gary J. Volesky

Chief of Public Affairs

Photo by Staff Sgt. Felix Fimbres, US Army / DVIDS

INTRODUCTION

The Army’s antiterrorism (AT) program protects personnel, information, property,

and facilities in all locations and situations against terrorist activities. Leaders should

instill Army-wide heightened awareness and vigilance to prevent and protect Army

communities from acts of terrorism through a variety of mediums. Continued protection

requires the eternal vigilance of every member of our Army Family and the successful

integration of the Antiterrorism Principles: Assess, Detect, Warn, Defend, and Recover.

This guide will focus primarily on how commanders, supervisors, and their antiterrorism

officers (ATOs) execute the principles of Detect and Warn through the use of social

media while maintaining operational security.

AT awareness and community outreach empower the entire Army (units, leaders,

Soldiers, Department of the Army civilians, families, and

contractors) to take prevention measures and encourage

each individual to serve as a sensor—continuously aware

of and reporting suspicious activity (iWATCH Army).

When a threat emanates or a crisis occurs, especially

to an Army organization, it’s big news. From installation

shootings to natural disasters, the Army has encountered

multiple crises over the years. When a crisis occurs, there

is often little time to wait to respond. Crisis response must

be swift. Effective communication with the media, Soldiers,

and the public is crucial.

Leaders understand that AT awareness and

communications must be a key element of command

information programs. To ensure this, the best approach is

to establish a close partnership between the AT staff and

the public affairs staff. In today’s society, social media

moves information faster than ever. Therefore the effort of

leaders at all levels of the Army must be to gain and sustain

constant AT awareness. Leaders ensure that each member

of the community has the requisite knowledge and skills for

personal protection to help avoid terrorist attention. If

Soldiers and the public are getting their information from a

Twitter feed or their Facebook wall, then leaders and Army

organizations need to be prepared to send the most

updated and accurate AT information to those locations

while being cognizant of potential breaches of operational

security (OPSEC).

ANTITERRORISM PRINCIPLE

Detect.

Detection identifies things that are out of the

ordinary, suspicious activity, or distinct acts of aggression. It

also supports the principles of Defend and Warn by providing

appropriate information to law enforcement authorities, units,

agencies, and command and control elements. Detection

may identify an adversary’s movement or suspicious

activity via direct observation, intelligence, surveillance, and

reconnaissance. Other examples of detection are perimeter

patrols or security technology, unmanned aircraft systems,

and reconnaissance and surveillance patrols.

ANTITERRORISM PRINCIPLE

Warn.

Warning includes the knowledge and communication

of a broad range of dangers—from general to specific and

imminent threats—due to the wide spectrum of potential

adversary activities. Examples of warning tasks are training,

education, and awareness of the terrorist threat; use of local

area networks, electronics, and communication devices,

such as social media, to disseminate threat warnings and

indications; and imminent threat warning systems (command

information networks).

SocialMediaPrimer_Vol_I_April2015_web.pdf

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