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have changed human behavior  Few  things
connected   world Like a totally
message It ’s  not  about controlling the
effect It  is  about controlling the
Bring them to the table
Or  join  them where  they  gather
In the absence of a net force, Information at rest will remain at rest. Jack ’s 1 st  Law of Communication: Communication Jack ’s 1 st  Law of In the absence of a net force, Information at rest will remain at rest
Information experiencing a net force experiences Communication, therefore Communication is Information in action Jack ’s 2 nd  Law of Communication: Information experiencing a net force experiences Communication,  Jack ’s 2 nd  Law of Communication therefore Communication is Information in action
For all Communication (Information in action) there is an equal and opposite Communication (Information reaction) Jack ’s 3 rd  Law of Communication: For all Communication (Information in action) there is an equal and opposite Communication (Information reaction) Jack ’s 3 rd  Law of Communication
Jack ’s 1 st  Law of Information nformation POWER is
Information is only power ful when  communicated BUT
EFFECT Jack ’s 2 nd  Law of Information Information  AS  power is measured by the difference between INTENT
Jack ’s 3 rd  Law of Information between reacting Proficiency in wielding information as power is the difference
and responding.
product Control Effect It ’s not about vs
engagement It is about dist ribution discovery &
Communication The Speed of Transmission vs.
Communication Practical WHO  WHAT WHEN WHY Where How
Jack Holt  571-216-8207 jack.holt@live.com

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Social Media 101

  • 1. have changed human behavior Few things
  • 2. connected world Like a totally
  • 3. message It ’s not about controlling the
  • 4. effect It is about controlling the
  • 5. Bring them to the table
  • 6. Or join them where they gather
  • 7. In the absence of a net force, Information at rest will remain at rest. Jack ’s 1 st Law of Communication: Communication Jack ’s 1 st Law of In the absence of a net force, Information at rest will remain at rest
  • 8. Information experiencing a net force experiences Communication, therefore Communication is Information in action Jack ’s 2 nd Law of Communication: Information experiencing a net force experiences Communication, Jack ’s 2 nd Law of Communication therefore Communication is Information in action
  • 9. For all Communication (Information in action) there is an equal and opposite Communication (Information reaction) Jack ’s 3 rd Law of Communication: For all Communication (Information in action) there is an equal and opposite Communication (Information reaction) Jack ’s 3 rd Law of Communication
  • 10. Jack ’s 1 st Law of Information nformation POWER is
  • 11. Information is only power ful when communicated BUT
  • 12. EFFECT Jack ’s 2 nd Law of Information Information AS power is measured by the difference between INTENT
  • 13. Jack ’s 3 rd Law of Information between reacting Proficiency in wielding information as power is the difference
  • 15. product Control Effect It ’s not about vs
  • 16. engagement It is about dist ribution discovery &
  • 17. Communication The Speed of Transmission vs.
  • 18. Communication Practical WHO WHAT WHEN WHY Where How
  • 19. Jack Holt 571-216-8207 jack.holt@live.com

Notes de l'éditeur

  1. For Rome, the Roads were more than a point to point connection. Roman Roads were an open communication infrastructure available and to the public that changed civilization. The road infrastructure not only allowed the Roman government to control their space, but also the citizenry. It was the Roman citizen that re-ordered their life, self-synchronized on the infrastructure and created a new economic model.
  2. The Beginning * The QDR of 2006 gave authorization to "develop the ability to communicate in a 24/7 New Media Environment * DoD initiated the New Media Directorate under the American Forces Information Service * Studied this New Media environment, built relationships with Mil Bloggers * Began the DoDLive Bloggers Roundtable and DoDLive concept in 2008 * Helped change the public debate on the war in Iraq and kept the Afghanistan War in the public eye   Subsequent outside research validated our efforts * Pew PEJ State of the News Media report of 2007 showed much public interest but little news coverage of events in Iraq * Pew PEJ State of the News Media report of 2009 showed the change in audience moving from traditional sources to Online and Cable * As the New Media space became the Social Media space adoption rates among Internet users skyrocketed
  3. What we learned
  4. What we learned * Operating in the New Media/Social Media environment is not about control but effect * Operating in the New Media/Social Media environment is not about product or production * Operating in the New Media/Social Media environment is about engagement, distribution and discovery   The evolution of DoD thinking * Admiral William A. Owens, VCJCS, 1996 article "The Emerging U.S. System of Systems" ** Revolutions in technology propel U.S. Military toward Fundamental Change * Admiral Arthur K. Cebrowski, 1998 article "Network-Centric Warfare ** Network-Centric Warfare derives it's power from the strong networking of a well informed by geographically dispersed force * Deputy Secretary of Defense William Lynn, 2010 article "Defending a New Domain" ** Risks are driving the Pentagon to forge a new strategy for cybersecurity with the key elements of training, equipping, and commanding cyberdefense forces. ** the goal of which is to make cyberspace safe so that its revolutionary innovations can enhance both the US national and economic security   DOD position on social networking sites with ref: to Instructions/Regs * not tools to learn but an environment in which to learn to live * The New/Social Media environment is a field of maneuver * DTM 09-026 the Responsible and effective use of Internet based capabilities signed Feb 2010 * DoDI 8460.aa soon in formal coordination * DoDI 5120.4 in review   DOD view on benefits of social networking and "why" we are supporting it * Pew Study How News Happens: 62% of news triggered by the government * Pew Report Government Online: 40% of adult Internet users go online for government information * Pew Report Government Online: 31% of adult Internet users use social tools to keep informed of government activities ** Facebook would be the 3rd largest country in the world ** Fastest growing demographic on Facebook 50 - 65 Year olds. * Organizational protection ** US Army found over 60 "official" Facebook pages none of them owned by the US Army
  5. * The DoD Bloggers Roundtables put more DoD information into the public debate than tradition media engagements ** Additional traditional media coverage by Wired Magazine, Newsweek, U.S. News and World Report of topics concerning Battlefield biometric devices was facilitated by public information discussed through the Bloggers Roundtable ** DoD Live Bloggers Roundtable helped to change the public perception of progress in the Iraq War *** Roundtable with Col. Richard Simcock, USMC, Commander in An-Bar Province regarding the purported “Battle of Ramadi” refuted press reports and began an investigation by the Brookings Institute that lead to media stories about the resurging markets in Ramadi, changing the public and media perception of failure in Iraq
  6. * STOP LOSS – More connections were made circulating information on the Stop-Loss pay via social media than through traditional channels. ** On Twitter alone, the message reached over 140,000 people by 42 "Twitterers." ** Comments on Facebook noted that “… wouldn’t have heard if it had not been for FB.” ** We watched the circulation on SM and then watched as those who had applied for the benefit helped those who were having trouble applying. * The DoD Social Media Hub has been acknowledged as the example of how other organizations should be dealing with Social Media and its use by employees with articles in Federal Computer Week, GovExec, Government Computer News, and the Washington Post.
  7. The greatest libraries in the world are useless if you cannot get inside the door.
  8. Information is irrelevant if it cannot be shared. In this environment, hoarding information will make the hoarder irrelevant.
  9. Have we not all experienced communicating with a certain intent and the effect be totally different and not what we were expecting? Jack ’s 3 rd Law of Communication …
  10. Proficiency in wielding information as power is the difference between reacting …
  11. And responding.
  12. The Internet provides a platform where your information can be distributed and discovered. Social media provides the ability to discuss the information released through YOUR Website. A democratic form of government will not survive without a free and unfettered press. The form that the journalism takes is in transition and the entities that have been built to deliver that journalism are working through the chaos of re-aligning their business model to account for the changing human behavior.
  13. Distribution is how information as power is wielded. Presence is powerful.
  14. We cannot confuse the transferring of ideas with the systems we use to transfer them. If a fax machine rings in an office and there is no one there to receive it, has it still communicated?
  15. This is about Practical Communication. And this is not knew to DoD. This new environment has been on the minds of leaders for quite some time. Admiral William Owen, The Emerging US System of Systems, Strategic Forum, National Defense University, 1996 Admiral Arthur Cebrowski, Network-Centric Warfare, Proceedings, US Naval Institute, 1998