Social Media Guide

16 Pages·2016·2.18 MB·English

SOCIAL MEDIA GUIDE
2016
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Introduction 2
Social Media for Air Force Leaders 3
Social Media for Airmen 4
Social Media for Families 5
Cyber Bullying 6
Common Social Media Platforms 6
Social Media Tips 7
Geotagging 8
Telling the Air Force Story 9
Frequently Asked Questions 11
Social Media Terms 13
References 13
Published
December 2016
Air Force Academy Public Affairs
U.S. Air Force Academy Public Affairs
2304 Cadet Drive, Suite 3100
U.S. Air Force Academy, CO 80840
[phone] [email protected]
Lt. Col. Allen Herritage, Public Affairs Director
Capt. Josh Benedetti, Public Affairs Deputy Director
Tech. Sgt. Jasmine Reif, Public Affairs Operations
Published XX/xx,2016
1 AIR FORCE ACADEMY SOCIAL MEDIA GUIDE
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Introduction to o
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Social u
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n
Media I
This guide will help you participate in social close friends and family or
share information effec- networking. It’s an efficient sharing it with the world in
tively while following Air way to keep in touch with a YouTube video or blog,
Force Academy instructions friends and family, connect you’re informing people
and protecting operations with people over common about what it’s like to be a
security. These simple, interests and get entertain- part of the world’s greatest
easy-to-follow tips will help ment or news. Air Force. Your stories might
you use social media in your You are encouraged to inspire someone to attend
professional and personal use social media to share the Academy, join the Air
life. This guide is for infor- your experiences as an Force, support the Air Force,
mational purposes only and Airman and a cadet. You can comfort a parent or spouse,
does not replace official Air contact your local public improve morale or correct
Force policy. affairs office to see if they inaccurate information.
People of all ages use can share your story, or you Air Force families may
social media daily. Accord- can publish information on want to use social media to
ing to December 2015 Pew your social media accounts. keep in touch with deployed
data, 73% of adults who are Whether you’re sharing Airmen, network with other
online daily information with just your military families and share
stories on social media.
Leaders can feel comfort-
able about using social
media and letting their
”In today’s Air Force, all Airmen are Airmen use social media.
communicators. Air Force leaders It’s one of the many tools
know the effect social media has available to communicate
on Airmen and society and we information, and it has a
encourage everyone to maintain value-added capability of
a professional, but real presence promoting interaction.
online. If we don’t tell our story, If you would like more in-
formation about using social
someone else will.”
media, contact the U.S. Air
Force Academy Public Affairs
office at usafa.pataskers@
Chief Master Sgt. Max Grindstaff usafa.edu or (719) 333-
U.S. Air Force Academy Command 7731; DSN 333-7731.
Chief Master Sergeant
AIR FORCE ACADEMY SOCIAL MEDIA GUIDE 2
Social media and about who is posting
social networking information on behalf
have evolved to of senior leaders. If
become the primary you’re using social
L communication media to keep in
ea methods used by touch with family and
d today’s Airmen, friends, it might not
e
r families and leaders. make sense to allow
s
The dynamic nature subordinates access
of social media allows to your personal
people to interact Social Media accounts. Air Force
with diverse audi- Instruction 1-1, Air
ences in an informal Force Standards,
for Leaders
and transparent outlines how leaders
environment. It’s an can use social
avenue for leaders to networking sites.
help shape conversations about their units All leaders are reminded to maintain
and missions and connect with people on appropriate communication and conduct
a personal level. with enlisted personnel, peers, superiors
Commanders at major commands will and subordinates (to include civilian
use different social media strategies and superiors and subordinates). If your
social networking tools than wing-level personal social media accounts are
commanders. USAFA public affairs repre- publicly viewable and show your Air Force
sentatives can create a tailored approach affiliation, consider what your photos,
to balance the needs of senior leaders with videos, posts and comments say about
the needs of key audiences. Remember that you, your values and beliefs and the image
social media is not intended to push infor- you portray of the Air Force.
mation – it’s for sharing interesting content Air Force leaders can encourage their
and building relationships with online fol- Airmen to tell their unique Air Force
lowers. Social media channels help bridge stories. They can also work with their local
the information gap for people who know public affairs office to use social media
very little about the military in general. channels to communicate with their
When using social media in an Airmen, stakeholders, news media,
official capacity, it’s important to be honest families, local community and the public.
THINGS TO CONSIDER:
Encourage Airmen to tell their
unique Air Force stories
Be honest about your unit and mission
(without violating OPSEC)
Keep your interactions conversational and
informal, yet professional and tasteful
3 AIR FORCE ACADEMY SOCIAL MEDIA GUIDE
Social Media for Cadets & Airmen
In general, the Air Force views social media sites positively and respects your rights as Americans
to use them to express yourself. However, by the nature of your profession, you are always on the n
record and must represent our core values. Air Force Instruction 1-1, Air Force Standards, outlines e
m
how Airmen should conduct themselves on social networking websites. Here are a few things to
r
remember when communicating online via social media as an Airman: Ai
1 You are personally responsible for what you
say and post on social networking services
and any other medium. You can be held in
violation of the UCMJ for inappropriate social
media posts.
2 Consider how a post can be interpreted by
the public. Be cautious about crossing the line
between funny and distasteful. If you have
doubts about whether you should post some-
thing, err on the side of caution. If the post in
question concerns the Air Force, discuss the
proposed post with your supervisor or your
USAFA public affairs office.
3 Maintain appropriate communication and
conduct with officer and enlisted
personnel, peers, superiors and
subordinates (to include civilian superiors
and subordinates). Per the CSP, upper-class
cadets may not develop relationships with
fourth class cadets via social media.
Hashtags When posting on social media platforms like Twitter,
Facebook, Instagram, Flickr, etc., you can use hashtags
to help tell your story to a wider audience.
What’s a hashtag?
# #
A hashtag categorizes topics in social media. The hashtag
symbol “#” is used before a keyword or phrase (no spaces).
You can follow specific hashtag topics to see a consolidated
list of relevant posts by other social media users.
How can Airmen use hashtags?
# You can use a hashtag to mark keywords or topics.
What Air Force hashtags should I use?
# The Air Force Academy uses #USAFA and #YourAcademy.
Visit the Air Force Academy’s Twitter page:
http://twitter.com/AF_Academy
AIR FORCE ACADEMY SOCIAL MEDIA GUIDE 4
Social Media for Families
As a family member, you are
integral to the success of the
Air Force. Without your support,
Airmen and cadets wouldn’t be
able to accomplish the great
work they do every day. The
Air Force stories you share on
social media help maintain the
morale of Airmen and educate
the public about the Air Force.
You’re encouraged to use social
media to talk about the Air
Force and keep in contact with
the Airmen in your life. How-
Fa ever, you should use it safely
m and effectively. exactly when to break into your to help protect the information
i It’s important for Airmen, home while you’re on vacation. exchanged.
l
ie cadets, and their families to - Be careful about publicly You may also want to
s identify and safeguard critical posting children’s photos, follow the main Air Force
information about military names, schools, ages and Academy social media
operations. Be cautious about schedules. accounts (listed on page 14),
sharing personal information - Consider the image you your local base’s accounts or
or communicating with people portray on social media. Think the accounts of your Airman’s
over social media. Posting too before you share information base for the latest information
much information could that could jeopardize you on the work your Airman does.
jeopardize the security of and your Airman’s career or You can help support their
Airmen and missions. reputation. specific missions by sharing
Social content shared by - Let children know they their social media content
Airmen and families is a major should seek help for and experiences with your
target for those looking to gain cyberbullying. followers and friends.
access to sensitive informa- You’re encouraged to use - If your account has been
tion in order to impersonate, social media to engage in sup- hacked or you have received
blackmail or intimidate. While port networks, such as spouse’s threats from unfriendly
there is a definite benefit to clubs, event committees, forces/individuals, report this
using social media, be wary of child care groups or local civic information to public affairs
the details you provide. activities. These groups are not and the military member’s
- Don’t post the exact considered official Air Force so- chain of command.
whereabouts and activities of cial media, and
deployed Airmen. you don’t need How can I share my experiences
- Be general about the dates permission to
as an Air Force family member?
and locations concerning an form a group
Airman and cadet’s trip arrival of your own. Blog about what it’s like to have an Airman in the
family or give tips about military life
and departure. You may want
- Don’t make your to limit the Post photos of places you’ve visited while in the
vacation dates public on membership military
social networks. Criminals may and visibility Share photos of your cadet’s graduation
track your activities and know of the group
Share an Air Force article about your Airman’s
achievements
5 AIR FORCE ACADEMY SOCIAL MEDIA GUIDE
–
Cyberbullying
What it is and how to stop it!
Being a victim of cyberbullying can be a common
and painful experience. Airmen and cadets who if you are being cyberbullied you can:
cyberbully can be held in violation of the UCMJ.
You are also held to Air Force standards of con- • Block communication with the cyberbully
duct, which require you to respect others and do • Delete messages without reading them
what is right even when no one is looking. People • Talking to a friend about the bullying
who cyberbully might: • Report the problem to your chain of
command
• Pretend they are other people online to
trick others Do the following to prevent others from cyber-
• Spread lies and rumors about victims bullying:
• Trick people into revealing personal
information • Refuse to pass along cyberbullying
• Send or forward mean text messages messages
• Post pictures of victims without their • Tell friends to stop cyberbullying s
consent • Block communication with cyberbullies m
• Report cyberbullying to your or
Some people don’t think it’s a big deal, don’t chain of command f
t
consider the consequences, are encouraged If you wouldn’t say it in person, a
by friends or think they won’t get caught. don’t say it online. Delete cyberbul- Pl
Contrary to what cyberbullies may believe, lying. Don’t write it. Don’t forward it.
cyberbullying is a big deal and can cause a
variety of reactions in people such as revenge
seeking, anger or depression.
Common Social Media Platforms
Facebook Periscope Whisper
Promotes social interaction Enables user to “go live” via App lets you upload your
among users through posts, a mobile device anytime and anonymous confessions in
commentaries, links, photos anywhere. The app enables meme-like block letters over
and videos. you to become your own “on stock photography.
the go” broadcasting station,
Twitter streaming video and audio Snapchat
A platform that began as a to any viewers who join your A photo and video messaging
microblog has evolved into a broadcast. Once a broadcast app that allows users to send
social messaging, event coor- is over, others can watch a photos and videos – called
dinating, news reporting and replay, and even provide snaps – to friends. Those vid-
marketing utility. feedback, within Periscope for eos and photos will disappear
up to 24 hours. App owned by after 10 seconds of viewing.
Meerkat Twitter.
A live streaming app that links Instagram
with a Twitter account, letting Yik Yak A mobile app that enables its
a person on one side of the A location-based anonymous users to take photos and vid-
phone stream a live video feed social network - users can eos and share them on a vari-
of whatever they’re looking comment and vote on other ety of social media platforms.
at — or a video selfie. Because users’ posts, but only within Key features are the filters
Twitter credentials are used their community. You can available to enhance photos
to sign into the app, all the “peek” on the activities of and videos prior to sharing.
commentary moves through other communities, but you
the social network. can’t interact with them.
AIR FORCE ACADEMY SOCIAL MEDIA GUIDE 6
1 No classified information 16
Don’t post classified, sensi-
tive or For Official Use Only
information (For example, troop
movement, force size, weapons
details, etc.). If in doubt, talk to
your supervisor, AMT or AOC.
2 Stay in your lane useful social
Discussing issues that are
related to your life as a cadet or media
your career field in the Air Force is
acceptable and encouraged, but you
shouldn’t discuss areas of expertise
where you have no first-hand knowledge
or experience.
tips
3 Obey applicable laws
You must keep federal law,
T
i Department of Defense directives and
p
s instructions, Air Force instructions, Cadet
Sight Picture and the Uniform Code
7 Be aware of the image you present
of Military Justice in mind when using
Any time you engage in social media,
social media in official and unofficial
you’re representing the Air Force. Don’t
capacities. As an Airman, you are on duty
do anything that discredits you or our
24 hours a day, 365 days a year.
service.
4 Differentiate between opinion and
8 Be cautious with information sharing
official information
Maintain privacy settings on your
Yes, tell them what you think… just
social media accounts, change your
make sure you state that it’s your opin-
passwords regularly and don’t give out
ion and not that of the organization’s.
personally identifiable information. Be
cautious about the personal details you
5 Use your best judgment
share on the Internet.
What you write may have serious

consequences. Once you post
9 Avoid the offensive
something on social media, you can’t
Don’t post any defamatory,
“get it back.” Even deleting the post
libelous, vulgar, obscene, abusive,
doesn’t mean it’s truly gone. Ultimately,
profane, threatening, racially or
you bear sole responsibility for what you
ethnically hateful or otherwise
post.
offensive or illegal information or
material.
6 Replace error with fact
When you see misrepresentations
10 Don’t violate privacy
made about the Air Force Academy in
Don’t post any information that would
social media, you may certainly identify
infringe upon the proprietary, privacy or
and correct the error. Always do so with
personal rights of others.
respect and with the facts. When you
11
speak to someone who has an
12 Don’t violate copyright
adversarial position, make sure what
Don’t post any information or other
you say is factual and respectful. Don’t
material protected by copyright without
argue, just correct the record.
the permission of the copyright owner.
7 AIR FORCE ACADEMY SOCIAL MEDIA GUIDE
13 Don’t misuse trademarks
Don’t use any words, logos or other
marks that would infringe upon the
trademark, service mark, certification
mark or other intellectual property rights
of the owners of such marks
without owner permission.
• The official Academy seal, emblem
and coat of arms can be downloaded at
usafa.af.mil. The Academy is in the pro-
cess of developing a new branding image
with usage gudelines. All documents,
websites and social media sites will be
updated once finalized. What’s
14 No endorsements geotagging?
Don’t use the Air Force Academy name
to endorse or promote products, political
positions or religious ideologies.
Geotagging adds geographical
15 No impersonations identification data to photos, ps
Don’t manipulate identifiers in your videos, websites and text Ti
post in an attempt to disguise, imper-
sonate or otherwise misrepresent your messages through location-
identity or affiliation with any other based applications. This
person or entity.
technology helps people find
images and information based
16 Don’t promote yourself for personal or
financial gain on a location from a mobile
Don’t use your Air Force Academy affil-
device or desktop computer.
iation, official title or position to promote,
endorse or benefit yourself or any
profit-making group or agency. For How should
details, refer to the Code of Federal
Regulations, Title 5, Volume 3, sec.
Airmen use
2635.702, Use of Public Office for
Private Gain, in the Joint Ethics
Regulation or Air Force Instruction 35- geotagging?
101, Public Affairs Responsibilities and
Management.
Airmen should be cautious
17 Follow Air Force EO policies
The Air Force policy requires equal when enabling the geotagging
opportunity and treatment for everyone feature on mobile, location-
irrespective of their race, color, religion,
based apps because they
national origin, sex, or age. This policy
applies to official and personal social could potentially create
media posts. Acceptable example: “I wish personal and operational
the government would make stricter im-
security risks. Disable
migration laws” Unacceptable: “The U.S.
geotagging at sensitive or
needs to kick all Mexicans out, they are
like roaches.” deployed locations.
AIR FORCE ACADEMY SOCIAL MEDIA GUIDE 8
How can Airmen and
Cadets tell their SCENARIO

Maj. Josh Henderson, air officer

commanding, and Tech Sgt. Shaun Lyle,
stories ? academy military trainer, are proud of
their service and the Academy mission.
They use social media to tell others about
their Air Force job and experiences. See
how Henderson and Lyle use YouTube,
Instagram, Facebook and Twitter to tell
Airmen already use social media to tell their the Air Force story.
friends and families about their Air Force
Academy experiences, but what are the best
ways for sharing text, photos and video on
YouTube, Instagram, Facebook and Twitter?
Read the fictional scenarios below to see
how Airmen can leverage these social
networking sites to tell the Air Force story.
1. Uses interesting video that
highlights mission.
2. Uploads a three-minute video,
which is the ideal length.
E
x 3. Video includes good description,
a title, tags and keywords.
m
p
l 4. Video resolution is 720p or 1080p.
e
s
1. Uses action shot.
2. Includes relevant and descriptive
photo through search engines.
3. Photo has caption identifying Air
Force people and resources.
4. Photos don’t violate regulations or
compromise OPSEC.
9 AIR FORCE ACADEMY SOCIAL MEDIA GUIDE