BUILDIN

G COMMUNIT

Y

THROUGH S

OCIAL M

EDIA

KA

RE

N F

UL L E

R

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OUR MISSION is to draw geographically dispersed families together.

To BUILD COMMUNITY despite location or demographic.

To CONNECT military families with the RIGHT information

from a TRUSTED source.

We must not fear change, but

EMBRACE IT.

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OUR MILITARY COMMUNITY HAS EVOLVED

Studies show the strain on geographically dispersed military families.

Gone are the days we wait on a telegraph or letter in the mail.

When information is needed, service members and their families turn to the web before they turn to the military chain

of command.

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WHY SOCIAL MEDIA

Social Media is now the driving force connecting people, resources and information.

Without a engaging social media presence, we cannot effectively influence the information shared with our service members and their families.

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• Families turn to resources that are unreliable for information

• Valuable programs are unable to reach the people that would benefit most

• Mission critical information is shared openly

• Service members are targets for scams

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EXISTING RISKS

THE POSSIBILITIES OF ENGAGED PRESENCE• Trusted resource for military families turn to first• Communication how they want it, when they want it, where they want it

• Connect people with resources

• Collaboration across service branches • Volunteer recruitment• Collaboration on key initiatives impacting military families

• Platform for education and awareness• OPSEC• PERSEC• Suicide Prevention• PTSD support• Sexual Assault Prevention• Domestic violence support• Scams, phishing and hacking

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WHERE ARE WE MISSING THE MARK?

Trusted sites are hard to distinguish

We lack engagement• Members will “Like” a page but rarely have the ability to post

content, ask questions, or share experiences

We lack participation due to lack of trust and transparency

We allow fear of the inappropriate actions of few to impact the group

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“…has the potential to be a brand ambassador, and…

each one represents an extended network.”

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Every service member and their family

To lead change,

we must change the way we think.

Our unit is stronger if our soldiers and families are :

• Focused• Well informed• Financially stable• Physically healthy• Mentally healthy

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CONNECTED

We must stop broadcasting and

“…start reading, listening and understanding”

to what our military families have to say.

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We must stop blocking their opportunity to post and be heard,

and instead pause to listen and respond to their questions and concerns.

Let’s build community, despite geographic dispersion, by

giving our families a voice in a safe and protected unit page.

To build trust among followers it will be important

to be a proactive source of information.

With monthly Virtual Town Hall events, unit families can connect

with guest speakers monthly to ask questions and hear important

updates from the command.

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To engage across the unit, participation must be seen from the top down, with leadership participation and involvement.

Information shared must be both relevant and current, not limited to one particular geographical area.

Content should be targeted to all demographics including married soldiers, single soldiers, and parents.

A written social media plan should be developed for each fiscal year with

involvement from constituents, with feedback transparently solicited from the unit page.

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Topics should evolve with the stages of the deployment cycle.

Recurrent and engaging emphasis should be placed on Operational Security (OPSEC) and Personal Security (PERSEC).

Violations to OPSEC and PERSEC should be addressed swiftly and

professionally, educating those involved to why the action they

took is dangerous to themselves or others.

We must commit to an environment of collaboration, education and trust.

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Transparency inspires trust and alignment to our mutual goals: a well prepared, well trained,

effective military.

People believe in things they are a part of developing, we must embrace comments and inquiries as opportunity to increase participation.

Negativity or complaints should not be removed or hidden, with rare exception, and instead used to exhibit commitment to listening to the voice of the families, and to get a pulse for the health of our military community.

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When families reach out we must welcome and connect them with resources to enhance their experience or situation.

Trusted resources, vendors, and community support programs should be promoted and celebrated for their

contributions in support of military families.

We must focus on celebrating the honor of service and the special moments such as promotions, birthdays, births

and retirements.

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RESULTS WE CAN EXPECT

Increases in:

• Readiness and resiliency in our military families

• Retention of our service members

• Participation in unit events

• Awareness to the health of the unit

• Communication between enlisted families and the command

Decreases in:

• Feelings of Isolation amongst service members and their families

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WE WILL HAVE BUILT

COMMUNITY

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WORKS CITED

• http://www.heraldsun.com.au/technology/things-businesses-get-wrong-on-social-media/story-fni0bykh-1226694155868

• http://www.theguardian.com/technology/2013/aug/12/engage-dont-broadcast-the-need-for-authenticity-in-social-media

• http://www.business2community.com/social-media/the-10-commandments-of-social-media-marketing-0585427

• http://www.socialmediaexplorer.com/social-media-marketing/the-biggest-missed-opportunity-in-social-media/

• http://bluestarfam.org/Policy/MilFam_Social_Media_Guide

• http://www.militaryfamily.org/feature-articles/social-media-and-military.html

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