USMC_Social-Media-Handbook_REVISED_pdf_(1).pdf

THE U.S.M.C. SoCial MEdia PrinCiPlES 1www.MarinES.Mil

THE U.S.M.C. SoCial MEdia PrinCiPlES

This handbook outlines the Marine Corps’ social media principles – to empower Marines to participate with our social media community. The intent is to engage in greater discussion as even better communicators and improved representatives of our Corps.

www.marines.mil

Commandant of the Marine Corps Gen. Joseph F. Dunford

Sgt. Maj. of the Marine Corps Sgt. Maj. Ronald L. Green

Social Media Team Staff Sgt. Mark Fayloga Sgt. Larry Babilya Sgt. Lisette Leyva Sgt. Ally Beiswanger Cpl. Clayton Filipowicz

Lance Cpl. Julia Dagostino Lance Cpl. Remington Hall

Cpl. Kathy Nunez

Publication Design Bates Creative Group, LLC

Marine Corps Social Media usmcsocialmedia@gmail.com

Marine Corps Cyber Security HQMC_C4_SNS@usmc.mil

THE SOCIAL CORPSTHE U.S.M.C. SoCial MEdia PrinCiPlES

Marine Corps social media principles Social media for leaders To follow or not to follow?

Additional guidance for leaders Personal behavior – What the Corps asks of you What can I say online?

Be safe out there!

Reminders for your online behavior Understanding Facebook tracking and how to set privacy

You’re the social media Marine – now what?

Professional behavior - guidance for official posts What to consider BEFORE you become a social media site owner Unit social media site registration Eight steps to setting up your official social media site Social media measurement and metrics Set up ground rules for your fans – and for you It’s about the community

Maintaining operations security Operations security policy Checklist for official, unclassified, publicly-available websites Using social media for crisis communications Social jargon

Social media and families What can families post?

Keeping our Marines – and ourselves safe Operations security – isn’t this a military-only thing?

What you can do to protect operations security Getting personal updates about injured Marines eMarine – Family Readiness Portal

Blogging Sample Types of Blog Posts Setting Up a Marine Corps Blog Blogging Tips

15 tips to stay safe and out of trouble online

Frequently asked questions

References

TABLE OF CONTENTS

2-12

15-23

25-29

31-36

38-39

40-45

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Throughout the Marine Corps’ history, people have discussed, debated and embraced the United States Marine Corps and our Marines. These discussions continue today through online conversations and social networks. The Corps recognizes the importance of participating in these conversations and has a basic set of social media principles to help empower Marines and our community to participate in the discussion as better communicators and improved representatives of our Corps.

The Marine Corps must continuously innovate to communicate in media-intensive environments, to re-main the nation’s force in readiness. This mission is based on the Marine Corps Vision and Strategy 2025 and the public affairs tasks outlined in the Marine Corps Service Campaign Plan for 2009-2015.

While building and launching a social media program or accessing a favorite social media site can some-times be fast, easy, and inexpensive, existing rules for public affairs as well as personal conduct still apply.

The Marine Corps encourages Marines to explore and engage in social media communities at a level they feel comfortable with. The best advice is to approach online communication in the same way we com-municate in person — by using sound judgment and common sense, adhering to the Marine Corps’ core values of honor, courage and commitment, following established policy, and abiding by the Uniform Code of Military Justice (UCMJ).

The social media principles provided in this handbook are intended to outline how our core values should be demonstrated, to guide Marines through the use of social media whether personally involved or when acting on behalf of the Marine Corps.

MARiNE CORpS SOCiAL MEDiA pRiNCipLES

CorE valUES in THE SoCial MEdia CoMMUniTy Achieving sustainable credibility online is guided by accepted standards that we live by as American service members. These values should guide participation in the social media process and strengthen organizational credibility.

The Marine Corps strongly adheres to our core values in the online social media community, and we expect the same commitment from all Marine Corps representatives – from Public Affairs and Marine spokespersons to the individual Marine. Deviation from these commitments may be subject to disciplinary review or other appropriate action.

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SOCiAL MEDiA FOR LEADERS While some may assert that social media has improved the way we connect and communicate as a culture, it presents dilemmas for Marine Corps leaders, ranging from being a social media “friend” of a subordinate to “following” those you lead.

The point to consider, though, is that social media is about connecting. Just as Marine Corps leaders may interact and function in their local community alongside their Marines, similar conduct holds true for interacting in the same social media spaces as their subordinates. It is “how” the connections and interac-tions take place with subordinates that sets the tone for communication. Simply put, online Marine Corps relationships should function in the same manner as any professional relationship would.

With social communication, you essentially provide a permanent record of what you say — if you wouldn’t say it in front of a formation, don’t say it online. If you come across evidence of a Marine violat-ing command policy or the Uniform Code of Military Justice on social media platforms, you should respond in the same manner you would if you witnessed the infraction in any other environment.

When using social media tools and platforms, everything you say and do as a leader is more visible and taken more seriously. As such, you have a greater responsibility to speak respectfully and intelligently about issues. Remember, when making statements online, you are being viewed as the authority on that topic and may appear to be speaking on behalf of the entire command or even as a spokesperson for the Corps – depending on the audience or venue.

To follow or noT To follow?

The decision of whether to “follow”or “friend” Marines under their charge on social channels is up to the discretion of individual Marine Corps leaders. Ultimately, it depends on how that leader uses social media. If the leader is using social media as a way to communicate command and unit information, then following members in a leader’s command is appropriate. But if the leader is using social media as a way to keep in touch with family and friends, it may not entirely make sense to follow people in their chain of command.

SElf ProMoTion Using your rank, job, or responsibilities to promote yourself online, for personal or financial gain, is not appropriate. Such actions can damage the image of the Marine Corps, diminish morale, and reduce unit effectiveness.

Paid SUbMiSSionS It is against Marine Corps regulations to accept compensation for writing official Marine Corps blogs. Treat requests from nongovernmental blogs for a blog post as a media request and coordinate with your public affairs officer.

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AddiTionAl guidAnce for leAders:

Listen to active audiences to determine how to best engage. The paradigm of telling everyone what they need to know no longer carries significant weight when communicating via social media channels — social media requires, and begins with, listening. If you don’t know and understand the audiences you are communicating with, then the interaction will be of limited value. Listening to the online community and complying with Department of Defense policies is paramount to communication success.

You are key to uniting the voice of all Marines using social media speaking on behalf of your command.

These Marines must have an accurate understanding of the information that should be communicated to the public in order to ensure accuracy, preserve safety, assure security, and establish credibility.

The Corps’ actions are legitimate and, the assumption is, an informed public will agree with this princi-ple. To strengthen this position, the Freedom of Information Act emphasizes the importance of transpar-ency in military activities. We do not “spin” information or stories and do not condone manipulating the social media flow by creating posts designed to mislead followers or control a conversation. Every Web site, “fan page,” or other online destination managed by Marines must make that fact known to users.

Marines and staff moderating and managing Marine Corps online presences must be authorized to track and monitor the activity that takes place there. Just as you grant release authority for information by public affairs or unit information Marines, the same authority is applicable for command personnel rep-resenting your unit through social media.

Timeliness is defined in terms of the information interests and demands of the public. Empower your Marines to anticipate these interests and effectively balance the timing of communications. The basic guidance for this concept applies: maximum disclosure, minimum delay.

Security of operations, personnel, equipment, information, and facilities must be anticipated and evalu-ated before information is communicated to the public, such as: preventing the premature disclosure of dates, times and locations of deployments or deployed locations, and homecomings to and from the continental United States or ports of call. For additional details regarding making posts online about the Marine Corps, refer to MARADMIN 365/10 or visit the online resource “Social Media Guidance for Unofficial Posts” at http://www.marines.mil/omg

Privacy of individual service members must be protected. The Privacy Act of 1974 set this principle into law. Marines must remain conscientious with regard to any personally identifiable information that we collect, including how we collect, store, use, or share that information; all which should be done pursuant to applicable privacy policy, laws and information technology rules.

The Marine Corps respects the rights of its Marines to use blogs and other social media tools as a form of self-expression, and also as a means to further explain the Marine Corps’ story.

http://www.marines.mil/News/SocialMedia/Guidance.aspx

6 THE U.S.M.C. SoCial MEdia PrinCiPlES THE SOCIAL CORPS pERSONAL BEhAviOR – WhAT ThE CORpS ASkS OF yOu Marines are encouraged to responsibly engage in unofficial Internet posting about the Marine Corps and Marine Corps-related topics. The Marine Corps performs a valuable service around the world every day and you are often in the best position to share the Marine Corps story with people we rely on for mission success.

Any content about the Marine Corps or related to the Marine Corps that you personally post on any Internet site is considered an “unofficial internet post.” Considerations for what you post includes, but is not limited to, your personal comments, photographs, video, and graphics. The locations where you post the content can be any Internet site, to include social networking sites, blogs, forums, photo and video-sharing sites, and any other online locations (whether or not they are operated or controlled by the Marine Corps or Department of Defense).

arE yoU UnoffiCial or offiCial?

When you post online content that is not reviewed by any official Marine Corps approval process, you are making an unofficial Internet post. On the flip side, official Internet posts include content that is released by public affairs Marines, Marine Corps Community Services marketing directors, or commander’s designated release authorities.

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WhAT CAN i SAy ONLiNE?

When expressing personal opinions, you must make clear that you are speaking for yourself and not on behalf of the Marine Corps. Plus, making sure the information you post about the Corps is accurate and appropriate isn’t enough, you should carefully consider the non-Marine related content you post, since the lines between your personal and professional life are easily crossed when communicating online.

Avoid offensive and inappropriate behavior that could bring discredit upon yourself and the Marine Corps. This means that you shouldn’t post anything that is defamatory, libelous, obscene, abusive, threat-ening, racially or ethnically hateful, or otherwise offensive or illegal information or material.

Use your best judgment at all times and keep in mind how the content of your posts will reflect upon you, your unit, and the Marine Corps. Be aware that you lose control over basically everything you post online and that many social media sites like Facebook, Twitter, and YouTube have policies that give them owner-ship of all content and information posted or stored on their systems. You may have said it, but they own

it. What happens online, stays online – and everywhere else.

You are encouraged to professionally and respectfully correct errors and misrepresentations, made by others, about the Marine Corps. However, remember to respond and act with your perspective, not your emotions, when posting content. Refer to your chain of command or public affairs for guidance if you’re uncertain about the need for or appropriateness of a response.

If you decide to identify yourself as a Marine, don’t disguise, impersonate or otherwise misrepresent your identity or affiliation with the Marine Corps. Stating your rank or grade, billet, military occupational specialty or occupational series, and status (active, reserve, civilian, contractor) is acceptable as well.

Posting or disclosing internal Marine Corps docu-ments or information that the Marine Corps has not officially released to the public is prohibited — period.

This policy applies no matter how a Marine comes into possession of a document. Some examples of this information are: memos, e-mails, meeting notes, message traffic, white papers, public affairs guidance, pre-decisional materials, investigatory information, and, most importantly, classified information. You are also prohibited from releasing Marine Corps e-mail addresses, telephone numbers, or fax numbers not already authorized for public release.

Being a Marine, you are no stranger to rules and regulations. This applies to your conduct online as well. When making personal posts or comments, you must continue to comply with regulations and policies related to personal standards of conduct, operations security (OPSEC), information assurance, personally identifiable information (PII), Joint Ethics Regulations, foreign disclosure regulations, and the release of information to the public. Violations of regulations or policies may result in disciplinary action in accordance with the UCMJ. A list of references to polices and regulations are included at the end of this handbook.

PoSTing TiP:

You should only discuss Marine Corps issues related to your professional expertise, personal experiences, or personal knowledge.

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The Headquarters Marine Corps, Division of Public Affairs Trademark and Licensing office can give you more clarification about proper use of Marine Corps logos.

THe eAgle, gloBe And AncHor

You may use the Eagle, Globe and Anchor; coat of arms (EGA in the center, encircled with words “United States – Marine Corps”); and other symbols in unofficial posts so long as the symbols are used in a man-ner that does not bring discredit upon the Corps, does not result in personal financial gain, or does not give the impression of official or implied endorsement. You can also contact your local base legal office for an ethics determination, if need be. Marines who violate the Marine Corps’ symbols (EGA and/or coat of arms) are potentially subject to legal proceedings. Along these same lines, unless you have permis-sion from the owners, you cannot use any other organization’s words, logos or other marks that infringe their trademark, service mark, certification mark, or other intellectual property rights.

iT’s PoliTicAl

The Marine Corps encourages Marines to carry out their obligations as citizens – this includes politics.

However, there are limitations to your political activity. You can express your political views on public is-sues or political candidates online, but not as part of an organized communication campaign. If your com-munication identifies you as a Marine you should clearly state the opinions are yours. You cannot solicit votes for or against a party, candidate or cause. In addition, you cannot participate in any interview or discussion as an advocate for or against a party, candidate or cause. You must adhere to policy in Depart-ment of Defense Directive 1344.10 when posting any political content.

It’s against federal law for commissioned officers to communicate contemptuous words against the President, Vice President, Secretary of Defense, Deputy Secretary of Defense, Secretary of the Navy, or Governor and Legislature of any state in which he or she is located or performing duty in.

For additional guidance and information on political items of interest, review Department of Defense Directive 1344.10, Political Activities by Members of the Armed Forces. http://www.dtic.mil/whs/direc-tives/corres/pdf/134410p.pdf

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BE SAFE OuT ThERE!

You should always configure your privacy settings on social networking sites so only people you deem appropriate can view your personal information and photos. Remember, what happens online is avail-able to everyone, everywhere. There is no assumption of privacy for you online. It doesn’t end with making sure you understand your basic settings. Online applications you use often have, and share, ac-cess to your personal information too: Farmville, Mafia Wars, CityVille, Pandora, SlideShare, DailyMile, Groupon, the Game Center, Foursquare, TweetDeck, TwitPic, the list goes on and on. Although many are good utilities or games, some can load viruses or even use you as an agent to gain access to your friends’ and family’s accounts.

Recognize a scam when you see one. Getting fooled online happens to thousands of people every day. To avoid being one of those statistics, avoid anything that doesn’t initially look legit or just ‘shows up’ out of context. There are fake sites, inviting posts, passionate comments, and fake fan pages. You might see links or “Likes” of celebrity videos that, when clicked on, claim they are adding something useful to your pro-file page. There are myriad scams that come in the form of surveys - and the scam creator gets paid if you partake. If it sounds too good to be true, or simply too amazing – it probably is. Scammers know the best way into your profile is playing on your curiosity, emotions, or fears. To stay on top of avoiding the pitfalls of scammers or guarding against them, many social sites provide advice. For example, Facebook has an extensive library of questions and answers regarding third party applications. Searching for “Application security on Facebook” will yield a helpful set of detailed information.

Be extremely careful when disclosing personal details and don’t release personally identifiable information such as your social security number, home address or driver’s license number. Even providing your birthday and birthplace can give identity thieves or criminals easier access to you and your friends and family.

Criminals use the Internet to gain information for unscrupulous activities. By piecing together information you provide on different websites, they can use that information to impersonate you, steal your passwords, steal your identity, and bring harm to you, your fellow Marines or family members. It’s your identity – protect it.

You should also guard against cyber criminals and attackers by following sound security procedures. Do not click links or open attachments unless the source can be trusted. Oftentimes, cyber criminals pretend to be people they are not in order to deceive you into performing actions that launch cyber attacks, download viruses, and install malware and spyware onto computers. Aside from damaging your personal equipment, consider the risk to Marine Corps missions and safety if you are responsible for allowing criminal or enemy access to Marine Corps computers or the Corps’ network. If you have any questions regarding online security issues, you can contact HQMC C4 cyber security personnel.

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Be sAfe ouT THere CONTINUED...

Consider carefully who you allow access to your social media profiles and personal information. This means, people you allow to be a “friend” on Facebook or add to your friends list on Foursquare, for example. This can also extend to who’s in your network on LinkedIn or who you follow (or follows you) on Twitter. Social network “friends” and “followers” may potentially constitute relationships that could affect the outcome of background investigations and periodic reinvestigations associated with your security clearance. Not everyone you know and meet is a good candidate for an online associate.

The best way to secure your stuff is to lock the door. The same holds true to securing access to your accounts by always using strong passwords. To protect your online and social media accounts from getting hacked you should set a good, strong password that has at least 14 characters comprised of lower and upper-case letters, numbers, and symbols. As an added protective measure you should also frequently change your passwords.

Social media, marketers, businesses – and the bad guys are all interested in where you are. Because of this, you must be aware of using the Global Positioning System and geotagging features of your devices and social accounts. For example, in some situations when you geotag photos and use location-based social networking applications (like Foursquare) the geographical location information you disclose can be devastating to Marine Corps operations. You should avoid tagging photos with geographical location when loading to photo sharing sites like Flickr and Picasa. When you’re deployed or in an operational setting or training location, turn off the GPS features of your electronic devices and don’t report location in social media or social sharing applications. Failure to do so could result in mission failure, harm to you or other Marines, and can put family and friends at risk.

reminders for your online BeHAvior Remember, there’s a big difference between speaking “on behalf of the Marine Corps” and speaking “about” the Marine Corps. For every Marine, pay close attention to the following guidelines.

There are rules All Marines, from officers to enlisted, must adhere to Department of Defense policy, Secretary of the Navy Instructions, and Marine Corps Orders and Directives related to online media in every public setting. A guide to the most applicable references is provided at the end of this handbook.

You are responsible for your actions.

Anything you post that can potentially tarnish the Marine Corps’ image is your responsibility. The Marine Corps encourages you to participate in social media, but urges you to exercise sound judgment and common sense. Don’t let a careless mistake or ill thought, comment, or post hamper your career or the Corps’ history and traditions.

Let subject matter experts respond to negative posts.

You may come across negative or disparaging posts about the Marine Corps or see others trying to spark negative conversations. Unless you are a trained and official Marine Corps online spokesperson avoid the temptation to react. Refer the posts or links to the conversation to your public affairs office.

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Protect your facebook account

The best way to protect your privacy and prevent Internet related crimes like identity theft on Facebook is by maintaining your privacy settings.

Ways facebook Can Track you

With the use of the social networking site’s social plug-ins, Facebook learns what websites you visit while you’re logged into Facebook. Additionally, Facebook, as with other websites that employ the use of “cookies” can also continue to keep a record of your activity even after you are logged out while you are offline.

Social plug-ins, that allow you to see which of your friends have also visited the same website, create what Facebook hopes will be a more socially interactive and personalized experience for their users. Although you may have been informed about this type of data collection up front, you might not have paid attention to the fine print and are unaware you’re being tracked.

One third of Facebook’s traffic is created by mobile users. With that in mind, Facebook launched a GPS-based application called Facebook “Places” that allows users to virtually “check in” to various locations like restaurants, shops, or other venues via a mobile phone.

Facebook Places is potentially dangerous since any “Friends” can check anyone else into a location — unless the setting is disabled.

To disable the “check-in” setting:

• Log into your Facebook account and click on the drop down arrow located on the upper right hand corner of your screen.

• Drop down on the list and click “Privacy Settings.”

• Under the “How Tags Work” section, click “Edit Settings” and then turn off the link that states “Friends Can Check You Into Places.” A new pop-up page will appear.

• Choose the drop down selection item for “Disabled” next to the text that states “Friends can check you in using the old mobile places app.”

• Click the “Okay” button to apply.

To disable Facebook Places on your mobile device to prevent people from checking into your personal locations, navigate to the options setting on your cell phone and uncheck “Share my location with Facebook.”

Controlling Privacy While Using apps, games and websites

By way of apps, games and web surfing, third parties can access information about Facebook users. In the past, these third parties had the ability to collect any information that users granted them access to in their profiles. More recently, however, Facebook has added a feature in which third-party developers can also access users’ contact information (including current addresses and mobile phone numbers), a power not previously granted. Facebook users may unknowingly opt-in to this feature when they allow apps to access their information via the Request for Permission window.

To protect your privacy while using apps, games and other websites, follow these steps:

1. Log into your Facebook account and click on the drop down arrow located on the upper right hand corner of your screen.

2. Click “Account Settings.”

3. Select the “Apps” item from the left hand column on the page.

The “App Settings” page should be shown on the right. By default, applications on Facebook have access to your friends list and any other information you have chosen to share with everyone. On this page, you’ll want to make some significant changes.

4. The page shows all the apps you have authorized to interact with your Facebook account. Click the “x” on the right side of your screen to delete any unwanted apps that you may no longer use.

Click “Remove” on the popup window that appears to apply. If a second pop-up window appears to confirm, click “Okay.” Continue this step for all other apps that you want to delete. Tip: Facebook does not actually guarantee that information you’ve already shared with a third party will be deleted. Instead, they recommend that users contact the application developers directly.

5. For the apps you want to keep and to choose who can see your app posts and activity click the “Edit” link next to each app. A list of profile information that the app has access to appears.

You will notice that most apps have access to a tremendous understanding Facebook Tracking and how to Set privacy

THE U.S.M.C. SoCial MEdia PrinCiPlES 13www.MarinES.Mil amount of your information. If you are uncomfortable with these settings, click “Remove app” at the top of this list, click “Remove” on the pop-up window, and then click “Okay” to confirm. Otherwise, look for the label “App activity privacy.”

6. Next to the activity privacy label choose the drop down list and select the level of privacy you want. The most restrictive default level is “Friends except acquaintances” the least is “public” which shares your app activity with anyone on Facebook. If you want to remove all app activity view options, choose the “custom” list item then select “Only Me” from the list of people to make the app visible to.

7. Once you’ve completed all the app settings, click “Close” to return to the full app list. Continue this step for all other apps that you want to examine.

8. After completing the account settings for apps, navigate to your privacy settings and select the link for “Apps and Websites” and click on “Edit Settings.”

9. From here, there are more options to control your privacy, the first of which is “How people bring your info to apps they use.” Click on the “Edit Settings” button.

10. On the resulting pop up window you can determine what information of yours your friends can also share. This means that if you share something on Facebook, anyone who can see it can share it with others, including the games, applications, and websites they use. You can find out more detailed information on the categories of shareable information at http://www.

facebook.com/about/privacy/your-info-on-other#friendsapps

11. After making your category choices, click on “Save Changes” then “Okay.”

12. Last but not least, under the “Public search” section, click “Edit settings” on the right side of your screen. A new page will open. Uncheck “Enable public search” to keep your profile out of Facebook’s search engine.

13. Click “Back to apps” to return to the previous page.

Changing the past

If you have ever shared something with all your friends, then later wished you could limit who could see it, Facebook also provides an option to change the audience for something after you post it, much the same way as the settings occur as with apps outlined above.

To enable this feature, navigate to your privacy settings and choose the option to “Limit the Audience for Past Posts” by clicking on the link labeled “Manage Past Post Visibility.” This will turn the option on for all your previous posts and allow you to custom select the type of audience (Friends, Friends except acquaintances, etc.) for each.

reviewing your photo tags

From the “How Tags Work” section within your privacy settings you can turn on (or off ) the “Tag Review” option.

Turning this option on allows you to review tags friends add to your content before the tags appear on Facebook. Plus, when someone who you’re not friends with adds a tag to one of your posts you’ll always be asked to review it. When you approve a tag, the person that is tagged and their friends can see your post.

Remember: It’s important to check your privacy settings for apps, games and websites fairly often, as you may grant access to your information to new applications without even realizing

it. There is also the potential for Facebook to change your settings back to the default for privacy or security when they add new security features.

Some excerpts provided by 2011 Guide to Facebook Privacy, http:// www.myid.com understanding Facebook Tracking and how to Set privacy

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THE U.S.M.C. SoCial MEdia PrinCiPlES 15www.MarinES.Mil yOu’RE ThE SOCiAL MEDiA MARiNE – NOW WhAT?

If you hold a public affairs occupational specialty or are assigned to official unit information duties, you are usually the “go-to expert” when it comes to social media. Personnel assigned to Marine Corps Com-munity Service organizations play an important role in social media production as well. Regardless of how you were chosen, what your background is, or even how much you know about the field of social media, everyone who represents the Corps in social communications has a unique opportunity to provide an inside perspective to the Marine Corps’ reputation online and to engage in potentially thousands of online conversations about the Marine Corps every day. It truly is a great opportunity and puts you at the forefront of telling the Corps’ interesting story.

With the assignment to managing and conducting social media on behalf of the Marine Corps, you must remember: everything you do balances on public trust — this is the foundation upon which the success of public affairs and social media is built. Trust must be given freely, it cannot be mandated.

As part of your duties, you will actively engage the public, ensuring that you consider and promote unity of voice, freedom of information, timeliness, and accuracy while maintaining security, and privacy.

16 THE U.S.M.C. SoCial MEdia PrinCiPlES THE SOCIAL CORPS pROFESSiONAL BEhAviOR - GuiDANCE FOR OFFiCiAL pOSTS Marine Corps units and organizations, Commanders, Public Affairs Marines, subject matter experts, and individual Marines engaging social media should use their best judgment when posting and re-sponding to topics on social media sites. To help outline that judgment, keep in mind some basic point-ers when interacting online:

• You are the Marine Corps. As a Marine, it is important that official posts convey the same journal-istic excellence the Marine Corps instills in all of its communicators and public affairs professionals.

Be respectful of all individuals, races, religions and cultures; your conduct is a direct reflection on the Marine Corps. When you are communicating on behalf of the Corps to the recipient, you embody what the Marine Corps is all about.

• Get approved. Have a method in place to ensure there is a thorough content review before posting – conduct a security review, being mindful of OPSEC and foreign disclosure directives, for official use only information, and content subject to the Freedom Of Information Act. All your posts and comments should still follow the basic guidelines for information release: all content protects security, is accurate, is proper, and complies with all applicable policy. Nobody is perfect - making sure the content workflow or review process is in place up front reduces the chance of errors or faulty posts down the road.

• Provide meaningful content. If your complete thought, along with its context, cannot be squeezed into a character-restricted space (such as Twitter), then provide a link to an online location where you can express it completely and accurately. If you loose the reader through confusing communication, you’ll never be able to explain a thought or concept about the Marine Corps or the Corps’ position on a topic.

• Respond to all necessary topics and comments. This is an opportunity to leverage social tools for what they are – a means of communication. Avoid the tendency to defend and protect every comment made, though. Given time, social networks normally self-correct negative comments, posts or misinfor-mation. If an official position or expert opinion is required – that’s your cue to join in. Replace errors or misrepresentations of the Corps with fact, not argument.

• What happens online… is permanent. This may be nice if leaving your memoirs for posterity, but it is more ominous than that — anything you write online will never disappear. Take great care in what you do or say online. Aside from being published, and essentially part of a permanent record — even if you “remove” or “delete” it later or attempt to make it anonymous, the information is released and distributed at high velocity. Information, pictures or details you post, a reposting of your comments, or information about the Marine Corps posted by others is also permanent and most likely forever beyond your control to remove.

• Negative comments will happen. An open forum comes with certain risk of negativity and to shy from it may tarnish your credibility. Don’t join in with an emotional or passionate rant or response, though.

What you say and how you respond should be reviewed and approved to ensure you accurately express the Corps’ position without editorializing or straying from the facts.

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• Allow your fans to fight for what they believe in. Fans are not the official Corps’ responders. How-ever, they carry with them a different level of credibility and garner trust from the community in their own right. Let them respond, vent, praise, pontificate, comment and discuss. This is what social media does best – it connects people and ideas.

• Give fans and followers consideration. You should only delete or block comments, or ban users when there is a clear pattern of malicious, derogatory behavior or when those users are in violation of the terms of participation and use of your site. Hate speech, online attacks, bullying, and inappropriate behavior should be spelled out in your terms of use. Most social users understand the rules of the road.

Generally speaking, the fan base is looking to you to make sure everyone behaves. If they aren’t breaking the rules, let them communicate.

• Stay in your lane. Do not comment on what you do not know. Always gather the facts, know the rules, understand the audience, and be familiar with the medium through which you are communicating.

• Keep records. If you manage a Marine Corps social media presence, then you need to keep records of your online interactions and conversations. Official Marine Corps statements may be held to the same legal standards as traditional media communications. The types of records to keep include any direct, online dialogue FROM the Marine Corps. You don’t need to capture all the inbound or user generated content, but you should be keeping track of what you say and produce. Your Twitter feed, Facebook posts, replies to comments, blog posts, and responses to queries are all examples of communications to keep on file.

• Don’t violate others. DO NOT claim to have authored something that is not yours. If you are using or referring to someone else’s content, credit them for it in your post and ask them if you can use their con-tent. Do not use copyrights, trademarks, publicity rights, or other rights of others without the necessary permissions from the owners.

• Don’t overdo it. Closely monitor all your discussion threads or comment responses but don’t over moderate.

• Play by the rules. Follow all applicable Department of Defense, Secretary of the Navy, and Marine Corps rules and regulations with regard to social media, OPSEC, PII, information release, information assurance, foreign disclosure, internet use, ethics, freedom of information, politics and public affairs.

18 THE U.S.M.C. SoCial MEdia PrinCiPlES THE SOCIAL CORPS wHAT To consider Before you Become A sociAl mediA siTe owner How are you going to pull this off?

Identify who will be your social media managers, who will post, who will moderate, who will manage the community, what metrics to track, how often and when to post, the types of content you plan to share, etc. Make sure you have contingency plans in place to allow for others to cover established duties. There are myriad resources online that offer advice on this topic. A lot can be done with very few staff – as long as you plan adequately.

Why are you doing this?

What do you want to achieve? What do you plan to communicate? Are you planning on distributing command information, connecting to a community, building esprit de corps? The list will depend on your circumstances but you should define the goals up front so you have a road map to follow – or at least start with.

Who are you talking with?

Identify the audience you intend to communicate with. This can include Marines, Marine Corps families, Veterans, civilians, and the general public. Don’t forget, your audience will still touch those you may not have specifically planned on such as your stakeholders, elected officials, community leaders, and adver-saries or enemies.

You have to review the policy – really.

Before you get started with social media, it’s important to understand Marine Corps social media policy.

Marine Corps social media resources can be found at: http://www.marines.mil/socialmedia.

Pick and choose where to post, wisely.

Identify the social media platforms that will be best suited for the needs of your organization. Not all plat-forms will work for some, so make sure you understand what can be achieved with each. Look at what other organizations are doing to get ideas. You don’t necessarily have to be on Facebook AND Twitter AND YouTube. Where you decide to communicate is a function of whom you’re talking with and how many you have to accomplish your plan.

Draft your content strategy.

After identifying your audiences and selecting the platforms, draft a posting strategy. This helps refine your organization’s social media goals.

Develop your own rules and training.

You and your team will be responsible for developing organization-specific social media policies or pro-cedures, such as additional posting and commenting policies. Also make sure to develop training materi-als to help educate and train individuals in your command about social media, online protection, and the proper use of the social space.

20 THE U.S.M.C. SoCial MEdia PrinCiPlES THE SOCIAL CORPS eigHT sTePs To seTTing uP your officiAl sociAl mediA siTe:

1. Approval from you Commanding Officer or Public Affairs Officer. The release authority must approve an official social media site before it can be registered.

2. Be an authentic military source. The point of contact setting up and registering the site must have a valid “.mil” email address when submitting for approval.

3. Your social media site must relate to an official Marine Corps website. Social media communications are based on an official military reference. This should be your command’s website, your higher head-quarters site, or Marines.mil if your organization does not have a website.

4. Posted disclaimers. The disclaimer identifies the page as an official Marine Corps social media pres-ence and disclaims any endorsement. This keeps everything above board for your community, you, and your social media host.

Sample Disclaimer: This is an official Marine Corps page. However, the appearance of hyperlinks does not constitute endorsement by the U.S. Marine

Corps. The U.S. Marine Corps does not exercise any editorial control over the information you may find at linked locations.

5. Identify your site as “official.” One of the keys to social media is transparency – to build trust and let your fans know with whom they are dealing. If you’re a site that represents recruiting efforts, for example, identify the site as such. You also need to let the fans know that the site is official, so they understand that what you post there is done with an assumption of authority. A convenient place for one of the official markings is on the left hand info icon (tab) in Facebook or directly in your profile description on Twitter.

6. Official sites should be open to the public. “Private” Facebook groups won’t be considered for listing on the Marine Corps’s social media directory.

7. Sites should be labeled on Facebook as “Organization-Government.” The use of any category or type other than a Government Fan page violates the government’s terms of service agreement with Face-book. Make sure YouTube channels are set up as a government presence as well.

8. Set the default view of your Facebook wall to show only posts from your organization. Setting the default to show only your posts does not limit fan activity, rather it helps guide the conversation. Fans can still see their Friends activity or all posts on the fan site by choosing the related links for those items from the Facebook wall.

THE U.S.M.C. SoCial MEdia PrinCiPlES 21www.MarinES.Mil sociAl mediA meAsuremenT And meTrics

Social media measurement is about more than just numbers. It’s about trends and human feedback. Sites like Facebook, Twitter, Flickr, and YouTube allow for administrators to track views, impressions, and comments. Many social sites provide their own analytics as well. And, there are third party vendors that offer metrics and social media monitoring tools.

By using all the data these various options offer, in conjunction with comments and reader feedback, it’s easier to determine how organizational messages are received and how the community is responding to the content. Using the analytics tools of each platform can help a unit demonstrate the usefulness of a social media platform, and even highlight the success of a specific social media campaign.

There are a few Corps wide agreements, and other military services using various monitoring applica-tions that you may be eligible to use or integrate with. To find out more, visit the Marine Corps’ Social Media page (http://www.marines.mil/socialmedia) or contact the Marine Corps Production Directorate, Social Media team for more details (marines@afn.dma.mil).

Facebook Insights: measurements of details that give Facebook site owners and administrators the ability to understand and analyze trends for their user growth and demographics, consumption of content, community involvement, and creation of content so they are better equipped to improve and manage the online community.

Feedback percentage: a measurement of Facebook comments and likes, computed as:

(comments + likes)/Impressions. It does not account for other user actions such as video plays and link clicks. This is one method of determining what types of posts and content Facebook fans find useful.

Facebook Interactions: a collection of specific trends available on Facebook Insights that includes measurement of your comments, wall posts, and likes. The totals provided through interactions helps you to understand how effective your posts and content are, in engaging your audience.

YouTube: Channel views and Upload views: Chanel views represent the volume of visits to a specific YouTube channel page (i.e. http://YouTube.com/Marines). Upload views is the actual total number of views for all uploaded videos by a user or account. For example, the Marines channel video “Making Marines - A Drill Instructor Story” has more than 200,000 upload views.)

Unique page view: commonly tracked statistic to log the number of different visitors a website receives in a given time period.

22 THE U.S.M.C. SoCial MEdia PrinCiPlES THE SOCIAL CORPS

SET up GROuND RuLES FOR yOuR FANS – AND FOR yOu If you are going to hold fans accountable for their actions, you need to spell out what your expectations are and how you intend to interact as well. A good way to do this is posting a policy statement on any so-cial networking sites where you host content. To be considered an official Marine Corps social media site, you must post the following terms of use on each social media site you establish.

Terms of use for Marine Corps social media Websites It is the Marine Corps’ goal to provide information and news about the Corps as well as an open forum for discussion about Marine Corps related topics.

Opinions and feedback on social media sites are welcome so long as they are presented in an objective and respectful way that allows for a continued information relationship.

While these sites provide an open forum, they are intended to maintain respect for those who participate (i.e.

family-friendly). Please keep your comments clean.

Participants are asked to follow our posting guidelines below. Violation of the guidelines below may result in your post being removed.

Posting Guidelines

• We do not under any circumstance allow graphic, obscene, explicit or racial comments or submissions nor do we allow comments that are abusive, hateful or intended to defame anyone or any organization.

• We do not allow solicitations or advertisements. This includes promotion or endorsement of any financial, commercial or non-governmental agency. Similarly, we do not allow attempts to defame or defraud any financial, commercial or non-governmental agency.

• We do not allow comments that suggest or encourage illegal activity.

• The appearance of external links on the site does not constitute official endorsement on behalf of the U.S.

Marine Corps or Department of Defense.

• Participate at your own risk, taking personal responsibility for your comments, your username and any information provided.

Make sure you understand, abide by, and monitor your site for compliance with the items listed above. It is a great way to ensure a solid standard of conduct for you and your users. Keep in mind that your users and fans won’t be taking a break for the weekend. Weekend activity on Facebook is sometimes busier than during weekdays, so monitor your wall every day, even after hours on weekends and holidays.

Aside from removing posts or users who violate the rules, by keeping an eye on your wall, comments, or feedback gives you a good gauge for what your online community wants to hear about.

THE U.S.M.C. SoCial MEdia PrinCiPlES 23www.MarinES.Mil iT’s ABouT THe communiTy

The temptation is to send out command messages and organizational information, but it’s also good to keep the page entertaining enough for people to want to follow it. Don’t fall into the trap of talking at your audience. This type of communication is a conversation, not a speech.

Ask your audience for feedback and suggestions; then act on that feedback. Being social accomplishes little if your audience is not interested in what’s being said. Listening to your audience can mean the difference between maintaining a successful social media presence or an irrelevant one. Take the time to respond to questions; your community will value the interaction.

A static social media presence is ineffective.