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U.S. Navy Twitter Business Rules 2015

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U.S. Navy Twitter Business Rules 2015

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U.S. Navy Twitter Business Rules 2015

  1. 1. U.S. Navy Twitter Business Rules March 2015 Purpose The U.S. Navy Twitter account ( also known as @USNavy) is an official representation of the Department of the Navy on Twitter. The account provides a means to tell the Navy story, share key messages, and interact with key Navy stakeholders in real time on issues of interest to them. The account serves as a public affairs communication tool. It is populated by OI-2 with content from multiple sources. Goals  Disseminate Navy messaging to a wide-reaching Twitter audience in a manner that encourages them to further distribute and share that messaging with others  Drive conversations about America’s Navy online  Identify and engage key points of contact such as the media, advocates and influencers  Insert the Navy story into relevant conversations on Twitter  Provide an authoritative official voice to followers during a crisis that involves our audiences Content Content shared on the page should attempt to increase the awareness and understanding of what the Navy does by sharing valuable content and hosting relevant discussions on those topics. The content shared should also invigorate followers’ enthusiasm for the Navy and encourage them to be champions of the Navy’s message within their own communities. Content should be a mixture of current events and naval history, and should be aligned with the CNO’s tenets, SECNAV’s priorities and other communication priorities. OI-22 will maintain the social media schedule. Tone The tone of the overall @USNavy account should be professional and informative, but less formal than the tone adopted when using traditional forms of communication. It is important to draft tweets that are conversational and read as though you were speaking to other Twitter users (as opposed to the ”faceless” style of a press release). As appropriate, content publishers are encouraged to be clever in drafting posts to engage stakeholders. Content publishers should exercise their professional judgment in determining the appropriate tone and posture to match the subject matter and the audience with whom they may be engaging.
  2. 2. Page 2 Roles and responsibilities of content publishers OI-2 personnel are the primary content publishers of the U.S. Navy Tweeter account. In addition to publishing tweets, they also engage with fans as appropriate. More specifically, OI-22 will:  Publish scheduled and approved tweets in accordance with the content schedule  Include appropriate hashtags, mentions and links  Be responsive to current events and changing needs of content to be published  Interact with fans who tweet regarding the U.S. Navy  Congratulate and welcome fans who just joined the Navy  Encourage fans interested in joining the Navy and point them to recruiting resources  Thank fans for their engagement and for sharing their stories and opinions Subject matter expertise OI-22 personnel will inform the appropriate subject matter expert of potential issues of interest. Any tweets from the public that could provide insight or indicate sentiment on an important issue outside of OI-22’s subject matter expertise should be copied and forwarded to the appropriate subject matter expert for further coordination and monitoring. Following guidance Following another account is a critical part of the social dynamic in Twitter. Following another Twitter account does not signify endorsement (nor does retweeting said account). Following these other organizations does not mean the people following us will see their content. It means that @USNavy will receive information from these users, thereby enabling @USNavy to retweet such content to its followers at the content publisher’s discretion. It also enables content publishers to send a direct message to that account if deemed appropriate. In general, @USNavy will follow:  Other official military and federal government accounts  Twitter users who consistently tweet information that Navy stakeholders would find useful  Media outlets that deliver news and information relevant to @USNavy’s followers  Current supporters and possible advocates to foster relationships that serve to build a following of Navy fans that advocate for Navy causes in their respective communities or spheres of influence In general, @USNavy will not follow:  Accounts that express as their direct purpose to advocate for a particular political party or issue  Accounts that express as their direct purpose to solicit sales
  3. 3. Page 3  Accounts that are not in keeping with family-friendly discourse  Spammers Linking If the content of a tweet references information located on another website, the tweet should provide a link to the original source on the Internet. This also applies to content that links to an official website or official presence on another social media platform if available (i.e. linking to an article on or linking to a Navy video hosted on an official Navy YouTube channel). Content meant to augment a story already posted on an official source need not be present on another official site (i.e. a short video interview on the Facebook page that compliments a link to a story on All links shared on Twitter should be shortened using the current link shorter. Comment policy Unlike other social media platforms, Twitter profiles only display posts made by the user. Other users may publically respond to the @USNavy account, but those tweets will not show up on the @USNavy Twitter profile. As a result, there is no need for a comment policy. Deleting tweets Once a tweet is published, it is available on the Internet for all to view and consume. As a general rule, the Navy will not delete tweets. Deleting tweets is not a best practice, does not completely remove tweets from the Internet, and can make the @USNavy account seem deceptive. If misinformation is posted to the @USNavy account, a new tweet should be drafted to correct the previous tweet. Archiving The @USNavy account uses Twitter’s native archive. Metrics and evaluations Twitter Analytics will be used as the main source of metrics and evaluation of the @USNavy Twitter account. Metrics and lessons learned will be incorporated into future content planning. Deeper audience analysis will be conducted as needed. Account settings The OI-22 department head is the only authorized user to change settings. Management in a crisis During breaking news situations, research and practical experience have shown that the ability to communicate in real-time through a social media tool such as Twitter is imperative. Twitter is where information and, in many cases, misinformation first develops and also presents the best means available to set the tone and drive the conversation by providing relevant, value-added information that can best communicate the Navy’s position. It also is an opportunity to establish the Navy as a relevant and engaged source of information and prevent others from establishing themselves as more authoritative.
  4. 4. Page 4 Public, releasable and value-added information about or related to the crisis from official military and government sources should be shared via Twitter (as well as other official websites and social media sites). In order to demonstrate the value of the information the Navy is disseminating, it is important to post relevant information on a regular basis. Even when there are no releasable updates, simple updates of already public information (i.e. Navy Fact File data or relevant photos) can still be value-added and continue to demonstrate the Navy’s commitment to providing information on the subject. Twitter posts should be tweeted as soon as releasable information is available and not scheduled for posting at a later date/time, as the information may become out of date quickly during a crisis. During crisis situations, all issue managers should monitor the @USNavy account throughout the day; issue managers will receive dedicated support by OI-22. After hours, over the weekend, and over holidays, @USNavy should be monitored by OI-22. #BREAKING News Twitter Best Practices 1. Work with the authoritative source before releasing any information. a. Tweets should be closely coordinated with the news desk action officer. b. It is best to start a big breaking story with “#BREAKING: #USNavy confirms…” 2. Be timely and try to manage the flow of information. a. Open, timely and transparent messages are key. b. Use “more to follow” when you know additional information is being confirmed. c. Waiting for a press release can take a long time (A typical 24 hour news cycle can occur on Twitter in 15 minutes.). d. Work with the action officer to feed confirmed pieces of the official press release while you are waiting for the final version to be posted to 3. Identify any widely used hashtags that relate to the story. a. Before creating our own hashtag, search to see if a hashtag is already being used for this topic. 4. Continue to monitor. a. Track trending U.S. and world news and set up a search. b. Identify and track key media reporting the news. Tag them when appropriate. 5. Correct misinformation. a. There is no way to correct all misinformation about a given topic or the Navy, but, if while you are monitoring, you notice trusted news sources are getting key parts of the story wrong, jump in and correct it. Example: i. Original tweet – From reputable source with one million followers, @FakeAccountName: The Navy only has two carriers ii. Suggested Response – @USNavy: #USNavy actually has 10 active carriers. More info here LINK. MT @FakeAccountName: Navy only has two carriers Refer to the current Navy social media SOP for breaking news for additional guidance.
  5. 5. Page 5
  • djalitiger

    Jan. 7, 2017
  • josoftseo

    Feb. 20, 2016
  • 785632

    Sep. 22, 2015

    May. 19, 2015

U.S. Navy Twitter Business Rules 2015


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