
"A large and growing number of our Sailors, their families and friends are employing any number of information sharing systems in their professional and personal lives. These environments are in many cases ungoverned, and while our service members gain tremendous benefit from them, it isn't without risks to our people and our operations."
- Adm. Jonathan W. Greenert , Vice Chief of Naval Operations
I have never met RDML Dennis Moynihan, Chief of Information for the US Navy, but it is one of my goals for 2010. The year is not over, but I admit it has not been the year I envisioned in regards to my consistency for blog contribution. Like many in the Navy I get Rhumb Lines every day, and like some of that many I actually read it every day. It is a great format with useful information, and in my opinion it should be posted every day to the
US Navy's official blog.
Why? Because like I tell my authors, establishing routine and expectations is critical to establishing their brand on this blog - consistency is important. I only wish I did a better job practicing what I preach.
Thursday's Rhumb Lines was about social media, and contained some very important information. These guidelines are critically important to examine - because almost all of it is very important safely information.
When posting information on social media sites it is important understand:
- Everything online is potentially available to everyone in the world, including co-workers, adversaries and criminals.
- Information posted online can remain there - forever. It can then be used in ways its originator never intended.
- Individuals are personally responsible for what they post online.
All three of these points are important. The internet is written in ink, not pencil. On the internet you are defined and evaluated by what you say, not who you are. Social media is a reputation based industry where credentials are established by your content. It is actually why a blogger with good content can be anonymous and yet relevant, but also why not being anonymous means your reputation will be determined by your content.
Ways to Mitigate Risks in Social Media:
- Even if you aren't using social media, others can still post information or photos of you. Be aware of this. Let your friends and family know if you would prefer your information and photos to remain private.
- Use recommended privacy settings for Facebook and other social networking sites.
- Don’t “friend” strangers.
- Never discuss information online that could jeopardize operations security (OPSEC).
- Don’t share personally identifiable information (PII) that can be used to impersonate you or steal your identity.
- Don’t click on links that go to unfamiliar sites.
- Choose applications wisely. Many applications share information with marketers and others.
- Use anti-virus and anti-spyware at home.
- Use a different, strong password for each online account.
- Don’t share any passwords with third-party sites.
- Carefully consider sharing your location, because it indicates when you’re not at home and vulnerable.
- Don’t share Navy information that hasn’t been officially released. Err on the side of caution.
- Review training resources on OPSEC, safety and official guidance.
Numbers one, two, three, four, five, six, and seven are all guidelines that focus on Facebook and membership to other social/interactive communities. I think these are very important guidelines.
Number eight, nine, and ten are Computer 101 guidelines - if any sailor is too stupid to understand these things, then they will be too stupid to work in the private sector when they fail out of the Navy. These guidelines are now taught to elementary school children in the United States - indeed passwords and password privacy was the first library lesson for my kindergarten daughter. I thought is was interesting - understanding it reflects the 21st century she is being educated to compete in. These guidelines belong in every corporate policy regarding computer use on the planet.
Numbers eleven and thirteen are Navy specific organizational policies. I think number eleven is too broad and could use some work on the margins, but generally a good policy. Number thirteen on the other hand is important, and while it is specific to the US Navy in this case - is also a guideline one would find in unique form for every competitive corporation with trade secrets in America.
Then we have the Twelfth Commandment, which I hate as worded, and reads like:
Dear Sailor,
Are you a PAO? If not, STFU.
V/r,
The Admiralty
That may not be what the intent of the twelfth commandment is, and it is fair criticism of me to suggest I am taking it to a bit of an extreme - but that is what #12 reads as to me. I think #12 could use some work, because I think the twelfth commandment is confusing, at minimum. I see the twelfth commandment as a tactical liability in the information space the US Navy is competing in today. The twelfth commandment doesn't imply allowance for leaders at the mid officer level in the US Navy to be flexible in the information space in order to achieve successful strategic communication to intended audiences - and based on my read of Rhumb Lines that is part of the Navy's overall strategy for social media.
The problem with the twelfth commandment is that it doesn't reflect the way information moves today in social media. It doesn't reflect what makes information interesting in social media specifically because it robs the Navy of the important narrative component that adds value to information shared by social media. I think it might just be the way it is phrased, but the bottom line is the way it is phrased - frankly, sucks.
As I read the twelfth commandment, the purpose of this guideline appears to be central control of information, which I find strange because it does not seem to align with the intent of the social media guidelines as outlined in the key messages. In 1990 central control of information was important and the twelfth commandment made sense, but in 2010 central control of information is a liability. The twelfth commandment reflects a hierarchical information structure where the limitations are exposed and exploited when competing for mind share in a flat world.
Rhumb Lines suggests the intent behind social media use by Navy personnel in the Key Messages section listed at the bottom.
Key Messages
- Navy personnel are encouraged to responsibly engage in unofficial Internet posting about the Navy and Navy-related topics.
- Navy personnel are frequently in a position to share the Navy’s successes with a global audience via the Internet.
- There are risks to communicating online, but those risks can be mitigated by using privacy settings and thinking before posting.
If that is what CHINFO desires from social media use by US Navy personnel - I love it. It is brilliant, concise, and clear. But does anyone else see why I think there is some confusion regarding the 12th guideline above and the Key Messages that RDML Dennis Moynihan wanted expressed in Thursday's Rhumb Lines? I really loved everything about the safe and responsible personal use of social media document on Thursday - except that number 12 which sticks out as either poorly phrased or perhaps simply misguided.
The twelfth commandment makes all of this very confusing, but I want to shake out using an example how I think the guidelines are supposed to work - and maybe one of you crafty officers who read here can shoot RDML Moynihan a suggestion for how to reword #12.
Did you read
Captain Alexander Martin's personal account of the Force Recon take down on the MV Magellan Star? You should have, I spoke with Mary Ripley over at USNI and they had well over 100,000 readers check out that post over the last week. I have less access to web traffic over at Battle Rattle, but their
poopy pants angle of the story gave them the most incoming link traffic that blog has seen to date. That particular incident, specifically the USNI blog post, represents an excellent example of aligning internet social media use with both the intent contained in the Rhumb Lines 'key messages' and content that followed the guidelines.
Capt. Alexander Martin reviewed the social media guidelines of the Marine Corps before posting, then wrote the post -
but he never asked for permission from anyone before posting. The US Naval Institute now has an official letter signed and sealed that says the US Marine Corps officially endorses that account by Capt. Alexander Martin, but when he wrote it there was some risk involved - particularly given the tentative way the US Marines have been officially regarding social media.
I would guess, if Capt. Martin were a sailor and not a Marine, that his interpretation of CHINFO's twelfth commandment would be that the information regarding the rescue had already been officially released, thus he was following the key messages portion of the social media guidelines by sharing his success with a global audience. Is that the right way to read the twelfth commandment? I don't know, because you are supposed to
err on the side of caution...
The Navy needs to be very clear with their guidelines, because I have to tell you - there are 4,380 results in Google one week later when I did a search for
"Captain Alexander Martin" and nobody on the internet
besides us few here at ID had ever heard of the guy before last week. The event itself was interesting, but it was the narrative that turned it from a news event into a viral information engagement on behalf of the Marines with a massive engaged audience. The Marines official statement of the incident was informative, but Captain Martin's statement was engaging. The difference is not trivial.
The Navy faces a strategic communication challenge in the competition over narratives at home - for example - the value of a program like the Littoral Combat Ship, or the value of the Navy's Maritime Strategy to our nations economy and security. The CNO is fighting that narrative battle alone in his stump speeches, but he shouldn't have to. I don't know if it is the role of a PAO to engage the narrative space - some say it is and others argue it is not. Right now the Navy's formal information structure is built for event reporting only, and without a narrative capable of consistently countering challenges to official positions - the Navy will always find itself fighting a relentless assault of alternative ideas in the information space. I don't think that is a responsible or healthy way for the Navy to engage the information space with their support element, the American citizenry, in the 21st century.
And if the Navy can't engage the relentless assault of friendly competitors for mind share in the idea space at home, how will the Navy ever be capable of doing it effectively when necessary for engagement with populations in other countries? That last part matters a lot - the Army and Marines have learned that the hard way in Afghanistan and Iraq over the last several years, and the global littorals have a hell of a lot more people than those two countries.
Other than the confusing nature of the twelfth commandment, I really like the US Navy's social media guidelines and objectives as outlined in Thursday's Rhumb Lines. If Captain Martin's USNI post is an example of the right way to share stories within the context of these guidelines, then the Navy has good times ahead - assuming sailors actually tell their tales in a timely manner and have avenues available for sharing their experiences. There is a lot of untapped goodwill in social media the Navy can take advantage of - hell every time Bob Work or some Admiral shows up in this blogs comments I see the impact on the larger community here - highlighting how engagement matters.
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Any sailor who does write about an experience reported in the news but doesn't have an avenue to share their story can send it to me, and I'll post it on the US Naval Institute blog under their name. Seems to me that is the logical place for these type of things to be recorded for purposes of naval history. And as always, guest authors are always welcome on ID - but no anonymous guest authors allowed (only regular authors have the right to be anonymous here).