Included below is CHINFO's yearly calendar which will be updated as the environment changes; as you have content that fits these themes please send for amplification.
Inform, educate, and build awareness and understanding across a respective area of operations, utilizing # fleet's operational and Sailor-centric stories to contribute to elevating the importance of the Navy to U.S. national security in the eyes of the American public.
What variables will you look at to indicate the success of your content?
Here, turn your goals into metrics you can measure. Examples: views/impressions, shares.
Understanding who your audiences are and what they care about will help you create relevant content. Below are the suggestions. Clearly outline your key messages for each audience, in this section.
What kind of content do your audiences engage with? Try different forms of content and do more of what works and/or tie into social media trends i.e.:
|PLATFORM ||FREQUENCY ||OPTIMAL TIMES |
|www.facebook.com/usnavy ||1-2x per day ||9a; 12-3p; 8-9p |
|www.instagram.com/usnavy|| 2x per day ||7-9a; 11a-1p; 7-9p; 2a |
|www.youtube.com/usnavy|| 1x per week||2-4pMTW; 12-3pThF |
|www.twitter.com/usnavy ||15x per day ||6-8a; 1-3p |
|www.snapchat.com/usnavy||2x per month ||10p-1a |
|www.pinterest.com/usnavy ||11 pins per day ||8p-11p |
|www.linkedin.com/usnavy ||2x per week ||10-11a|
Before publishing content:
Distribute your content where you might find your audience. List the channels you plan to distribute your content.
Use Google Analytics or the Analytics/Insights dashboard of your social channels to review your content's performance each quarter. Refer back to your "Core Goals" and "KPIs" from above.
How has your content been performing against your core goal(s)?
Your learnings from the performance of your posts will show you where there’s room for improvement. Here, you can identify and list out optimizations for future posts.
Ensure you have a headline/lead that grabs attention
Use AP Style
Use plain language
Include good quotes that can be pulled for social media amplification
Include an impactful visual with caption
The Navy defines online conduct as the use of electronic communications in an official or personal capacity, consistent with Navy values and standards of conduct. It’s important that all Sailors and Navy civilians know when they’re online, they still represent the U.S. Navy. Online bullying, hazing, harassment, stalking, discrimination, retaliation or any other type of behavior that undermines dignity and respect are not consistent with Navy core values and harms the force.
While there is no instruction specific to social media -- the KEY TAKEAWAY is that Navy Values and good order and discipline are pervasive requirements whether you are interacting in-person in public or conducting yourself in any online forum. Your conduct as a member of the Navy -- Sailor or civilian -- can lead to negative life and legal consequences.
When conducting themselves online to include social media, Sailors and Navy civilians should:
Consider what messages are being communicated and how they could be received.
Create or share content that is consistent with Navy values.
Only post if messages or content demonstrate dignity and respect for self and others.
Identifies hazing as so-called initiations or rites of passage in which individuals are subjected to physical or psychological harm. It identifies bullying as “acts of aggression intended to single out individuals from their teammates or coworkers, or to exclude them from a military element, unit or Department of Defense organization.” Additionally, the memo states that hazing and bullying are unacceptable and prohibited in all circumstances and environments, including off-duty or unofficial unit functions and settings, as well as on social media and other digital environments.
Also, intimate images taken without consent, or posted online without consent constitute violations of the UCMJ and Navy Regulations. As outlined in the CNO’s Design for Maintaining Maritime Superiority core attributes, the Navy is a values-based organization where everyone is expected to conduct himself or herself in a manner that is “always upright and honorable, both in public or when no one is looking."
The UCMJ and Navy Regulations
When online, to include social media, Sailors are subject to the UCMJ and Navy regulations, even when off duty. Commenting, posting or linking to material that violates the UCMJ or Navy Regulations may result in administrative or disciplinary action, including administrative separation and may, subject civilians to appropriate disciplinary action. Punitive action may include Articles 88, 89, 91, 92, 120b, 120c, 133 or 134 (General Article provisions, Contempt, Disrespect, Insubordination, Indecent Language, Communicating a threat, Solicitation to commit another Offense, and Child Pornography offenses), as well as other articles, including Navy Regulations Article 1168, non-consensual distribution or broadcast of an image.
Behaviors with Legal Consequences
47 U.S.C. § 223 (a)(1)(C) makes it a crime to anonymously use a telecommunications device (i.e. telephone, computer, or other electronic devices used for communication) to harass a person; 47 U.S.C § 223 (a)(1)(E) prohibits initiating communications via a telecommunications device solely to harass the recipient.
18 U.S.C § 875 prohibits transmitting communications containing threats to kidnap or physically injure someone. It also criminalizes the actions of someone who, with intent to export (receive anything of value), electronically threatens to injure the property or reputation of a person. Sextortion (being tricked into providing sexual images and then being asked for money to not have the images published online) may fall under provisions of this law.
18 U.S.C. § 2261A prohibits a person, with the intent to kill, injure, harass, or intimidate someone, from using a computer (or other digital communications system), to engage in actions (course of conduct) reasonably expected to cause a person (or immediate family member, spouse, or intimate partner) substantial emotional distress.
47 U.S.C. § 223(a)(1)(A) prohibits using a telecommunications device to make, create, or solicit and transmit any obscene comment, request, suggestion, proposal, image, or other communication.
Child exploitation / Child sexual exploitation
18 U.S.C. § 2251, 2252, and 2252A. Using a computer (a smartphone is a computer) to solicit, make, create, transmit, or receive child pornography is illegal. For these provisions, a child is anyone under the age of 18. 18 U.S.C. § 1462 makes it a crime to transmit obscene matters. 18 U.S.C. § 1470 criminalizes the transfer of obscene materials, including digital images, to persons under the age of 16. Sending sexually explicit (graphic dirty talk) electronic messages to minors, or soliciting sexually explicit communications, also are criminal offenses.
Computer misuse (hacking)
A person engaging in cyber misconduct may also commit violations of 18 U.S.C. § 1030, if, for example, he or she exceeds authorized access to the computer or accesses the computer without authorization (i.e. hacks into an account or network) to send harassing, intimidating, humiliating, or even threatening communication.
Rules of the road for our Sailors and Navy civilians online:
When you are online, you are in public — so act like it.
- Do not do or say anything online you would not do or say in public.
- Keep relationships and personal life private; setting your page to private is a good practice
There is no such thing as complete anonymity online (even if your page is private).
Before you post, STOP and THINK:
- Words matter and can be taken out of context.
- Images can be taken out of context.
- Cool off before responding to messages in anger.
- Anyone anywhere can see what you post. The internet doesn’t forget. All it takes is a screenshot or download of an image to make sure the moment online lasts an eternity. Anything shared online, although intended to be private and confidential, has the possibility to become public — if it is best left unsaid, do not say it. If you do not want it shared, do not post it.
- Protect your privacy and your friend's privacy too by not sharing without their permission. And unless you are prepared to attach that post, text, or photo to your next security clearance package, or resume, again, do not post it.
- Anything posted on the internet is permanent. Through the use of publicly available online tools, data can be recovered and used against you.