An ALCOAST Worth a Read

Released today.

TO ALCOAST

SUBJ: SOCIAL MEDIA - OFFICIAL INTERNET POSTS

1. THIS ALCOAST PROVIDES INTERIM DIRECTION ON OFFICIAL COAST GUARD INTERNET POSTS ON WEB LOGS, KNOWN AS BLOGS, FORUMS, SOCIAL MEDIA SITES, AND OTHER WEB SITES. SOCIAL MEDIA PRESENTS NEW OPPORTUNITIES TO INFORM AND COLLABORATE WITH THE PUBLIC IN MANY WAYS. RECENTLY WE HAVE SEEN THIS THROUGH EXTENSIVE BLOG DISCUSSION OF THE SERVICES EXPANDING ROLE IN THE ARCTIC, BY ENGAGING IN NEW FORUMS SUCH AS THE DOD BLOGGERS ROUNDTABLE, AND THROUGH INCREASING AFFINITY GROUPS IN NETWORKING TOOLS SUCH AS FACEBOOK. POSTS ALSO PROVIDE LEADING EDGE INDICATORS OF COMMUNICATIONS CHALLENGES AND NEEDS. OUR APPROACH TO ONLINE CONTENT IS VERY SIMILAR TO OUR EXISTING PUBLIC AFFAIRS POLICY: TO BE AWARE OF POSTS RELEVANT TO THE SERVICES MISSIONS, POLICIES, AND PEOPLE AND TO PROVIDE INFORMATION AT THE RIGHT LEVEL AND THE RIGHT TIME TO ENSURE INFORMED DISCUSSIONS TO THE EXTENT THAT OUR RESOURCES ALLOW.

What I find interesting about this is that it provides guidance for writing topics as well. In a way one could read this as a way the Coast Guard is telling bloggers "hey, the arctic is an example of a serious issue the Coast Guard would like to see more intellectual rigor given to among the blogging community."

Also in this case, the DoD Bloggers Roundtables appear to be a medium by which the Coast Guard hopes to see new media take up topics for intellectual contribution. Looked at in that way, it could be suggested the Coast Guard sees a long term purpose for blogging beyond social interactions, but to the degree of stimulating conversations around relevant ideas or concepts among a broader audience. In a way, I see the above as a mission statement towards where the Coast Guard wants to be with new media.

2. IAW REF A, AREAS, DISTRICTS, SECTORS, AND SUBORDINATE UNITS ARE AUTHORIZED TO PROVIDE INFORMATION AND RESPOND TO INTERNET DISCUSSION ON MATTERS THAT ARE IN THEIR LANE AS OUTLINED IN REF B TO ENSURE THE VIRTUAL PUBLIC RECORD HAS ACCURATE AND PROPERLY CHARACTERIZED INFORMATION. UNITS ARE ALSO ENCOURAGED TO PROACTIVELY CONTRIBUTE TO ONLINE CONTENT TO FURTHER PUBLIC INFORMATION, DISCUSSION, AND UNDERSTANDING OF COAST GUARD ROLES, MISSIONS, AND ISSUES. AREA AND DISTRICT PUBLIC AFFAIRS STAFFS WILL FACILITATE AND SUPPORT THESE EFFORTS. UNIT COLLATERAL DUTY PUBLIC AFFAIRS OFFICERS MAY ALSO ENGAGE IN THIS REALM AS RESOURCES ALLOW. COMDT (CG-0922) WILL PROVIDE OR COORDINATE THE SAME FACILITATION AND SUPPORT FOR COAST GUARD HEADQUARTERS AND HEADQUARTERS UNITS.

Put a PAO on the next cutter that deploys to the Gulf of Guinea, arm the PAO with a digital camera, provide a bit of bandwidth, and have that PAO email me. Expect constant responses. I know I would appreciate the ability to discuss the role, mission, and issues the Coast Guard faces on those types of deployments, I'd wager many bloggers would welcome that opportunity.

It will be interesting to see what this looks like in action.

3. THE GUIDELINES FOR RELEASE OF INFORMATION OUTLINED IN REF B APPLY EQUALLY TO ALL MODES OF PUBLIC ENGAGEMENT, INCLUDING OFFICIAL POSTS TO INTERNET SITES. FURTHERMORE, THE REQUIREMENTS FOR PROTECTING INFORMATION OUTLINED IN REF C MUST ALSO BE FOLLOWED WHERE THEY APPLY. CONSISTENT WITH OUR DUTY TO PREVENT DISCLOSURE OF INFORMATION AS PROHIBITED BY POLICY OR LAW, THE GOAL IS MAXIMUM DISCLOSURE WITH MINIMUM DELAY OF AVAILABLE, FACTUAL, AND PERTINENT INFORMATION.

4. THE FORMAT FOR RESPONSES IS INFORMAL, PLAIN LANGUAGE AS OUTLINED IN REF B AND MAY REFLECT A FIRST PERSON TONE IF DEEMED APPROPRIATE. THESE RESPONSES SHOULD FOCUS ON FACTUAL INFORMATION AND NOT INCLUDE DEFENSIVE OR ARGUMENTATIVE WORDING. OFFICIAL RESPONSES SHOULD
INCLUDE THE RANK, NAME, TITLE, AND UNIT OF THE PERSON MAKING THE POST.

5. A DISCLAIMER TO ENSURE COAST GUARD ENDORSEMENT OF THE WEB SITE IS NOT IMPLIED WILL BE USED IN ALL CASES WHEN POSTING CONTENT ON NON-COAST GUARD SITES. THE DISCLAIMER TO USE IS AS FOLLOWS: "THIS IS AN OFFICIAL UNITED STATES COAST GUARD POSTING FOR THE PUBLICS INFORMATION. OUR POSTING DOES NOT ENDORSE THIS SITE OR ANYTHING ON IT, INCLUDING LINKS TO OTHER SITES, AND WE DISCLAIM RESPONSIBILITY AND LIABILITY FOR THE SITE AND ITS CONTENT."

Three, four, and five clearly spell out guidance for official social media engagement.

6. COMDT (CG-092S), RECENTLY RENAMED THE STRATEGIC COMMUNICATIONS AND SOCIAL MEDIA STAFF, IS RESPONSIBLE FOR THE DEVELOPMENT OF POLICY, GUIDANCE, AND TOOLS NEEDED TO PERFORM THIS TASK. COMDT (CG-0922) IS RESPONSIBLE FOR SYNCHRONIZING ENGAGEMENT WITH ALL MEDIA-BASED CONTENT ON THE COAST GUARD. THE FOLLOWING BASIC ACTIONS WILL BE USED TO COORDINATE COAST GUARD POSTS ON INTERNET SITES:

• A. COMDT (CG-092) WILL GATHER COAST GUARD RELATED POSTS FROM THE INTERNET ON A CONTINUAL BASIS AND SHARE WITH FIELD PUBLIC AFFAIRS OFFICES AND HEADQUARTERS DIRECTORATES/UNITS. AREA AND DISTRICT PUBLIC AFFAIRS STAFFS MAY ALSO FORWARD ITEMS TO COMDT (CG-092). SPECIFIC DETAILS WILL BE PROVIDED SEPARATELY TO PUBLIC AFFAIRS STAFFS BY COMDT (CG-092S).
• B. THE POSTS WILL BE REVIEWED FOR ITEMS THAT MIGHT REQUIRE FURTHER ACTION. COMDT (CG-0922) WILL FOLLOW UP MATTERS THAT INVOLVE COAST GUARD HEADQUARTERS AND HEADQUARTERS UNITS. AREA AND DISTRICT PUBLIC AFFAIRS STAFFS WILL FOLLOW UP MATTERS IN THEIR AREA OF RESPONSIBILITY AND UNDER THEIR OPERATIONAL CHAIN OF COMMAND.
• C. POSTS BENEFITING FROM OR REQUIRING FOLLOW-UP WILL BE ACTED UPON QUICKLY USING THE POLICY GUIDELINES OUTLINED IN REFS B AND C. IN SOME CIRCUMSTANCES, THIS MAY REQUIRE THE ISSUANCE OF VERY BASIC FACTUAL INFORMATION THAT IS AVAILABLE OR A SHORT STATEMENT EXPLAINING AN INABILITY TO PROVIDE INFORMATION DUE TO PRIVACY, SENSITIVITY, OR INVESTIGATORY CONCERNS, AND WHERE ABLE, FOLLOWING UP AT A LATER DATE WITH MORE INFORMATION.
• D. A HEADQUARTERS STRATEGIC PLANNING TEAM WILL BE CONVENED AT THE REQUEST OF COMDT (CG-092) TO ADDRESS SIGNIFICANT ISSUES REQUIRING CROSS-PROGRAMMATIC INPUT. AREAS AND DISTRICTS SHOULD HAVE A SIMILAR PROCESS IN PLACE TO ENSURE ACCURACY OF OFFICIAL COAST GUARD CONTENT POSTED ON WEB SITES. THE COMMUNICATION ACTION PLAN PROCESS CONTAINED IN REF D MAY BE USED AS NEEDED IN THESE SITUATIONS.

7. COMDT (CG-092S) AND COMDT (CG-0922) ARE AUTHORIZED TO ISSUE SUBJECT AND PROCESS SPECIFIC GUIDANCE VIA LESS FORMAL MEANS AS NEEDED.

8. THIS INTERIM DIRECTION WILL BE UPDATED AS NEEDED AND FORMALIZED IN CHANGE 1 TO REF B.

9. COMDT (CG-092S) POC IS CDR GLYNN SMITH

10. COMDT (CG-0922) POC IS CDR RON LABREC

11. RELEASED BY RDML MARY E. LANDRY, DIRECTOR OF GOVERNMENTAL AND PUBLIC AFFAIRS.

12. INTERNET RELEASE AUTHORIZED.

I find it very interesting, and I note the complete absence of buzzwards. I think this is well done, indeed, if I was in the public affairs office over at Lockheed Martin, Boeing, or General Dynamics... I'd be thinking about how this could apply to a private sector strategic communications model as a way to sell a brand name.