FLEET SOCIAL MEDIA RESOURCES

The intent of this document is to:
1. Provide an outline for use by the fleet to create their own social media strategies
2. Provide the latest best practices in one place for reference as needed
3. Provide a quick reference point for hot updates from the Navy Office of Information (CHINFO)
4. Provide an overview of social media policy as applicable to PAOs/Recruiters/Sailors

HOT UPDATES:

  • Looking for Sailors across rates to participate in a Juneteenth video. 

  • Looking for Sailors and Families willing to participate in a Navy Family Reality Series produced by DMA for YouTube


    * Last updated  7 JUN 2023


Facebook/Instagram Help:

Please visit this page to report fake pages and/ or regain access to pages on FB or IG here, prior to contacting OI-2 at NavySM@us.navy.mil: https://www.facebook.com/gpa/help

USEFUL HOW-TO and LINKS


LIVE STREAMING:

How to LIVE STREAM to FACEBOOK: https://www.facebook.com/help/publisher/626637251511853

How to LIVE STREAM on YOUTUBE:  https://support.google.com/youtube/answer/2474026?hl=en

How to GO LIVE on INSTAGRAM:
https://help.instagram.com/292478487812558

*** NEW: INSTAGRAM REELS: HOW TO USE REELS ON IG -- Instagram is currently promoting this feature to compete with TikTok which means your content will reach outside of those already following you and have higher organic reach. 

REPORTING FAKE ACCOUNTS:
Twitter: HOW TO REPORT FAKE ACCOUNTS AND OTHER VIOLATIONS ON TWITTER
Facebook: HOW TO REPORT FAKE ACCOUNTS ON FACEBOOK
Instagram: HOW TO REPORT FAKE ACCOUNTS ON INSTAGRAM
LinkedIn: HOW TO REPORT FAKE ACCOUNTS ON LINKEDIN

*** If you report the fake/impersonating accounts you see and it is not resolved within two weeks, please send an email to crystal.g.deleon@unavy.mil with the case number assigned by the platform.  Please do not ping CHINFO if you have not already reported the page and obtained a case number. 

Important references you should have handy to help with all your content efforts so we are all pulling in the same direction: Tri-Service Maritime Strategy: "Advantage at Sea"; A Strategic Blueprint for the Arctic "A Blue Arctic";  CNO NAVPLAN January 2021 and the U.S. Navy Communications Strategy 

Bookmark this link and share. Provides real-time analysis of flagship social media platforms and trending news and events - https://display-prod2.sprinklr.com/460/XBLh3Z2M/1



FLEET SOCIAL MEDIA TEMPLATE

How to use this template: 

This document provides a format for the fleet to form their own strategies and keep abreast of the best social media practices throughout the year. 

  • 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. 

Core Goal

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.


Key Performance Indicators (KPIs)

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.

  1. X increase in followers
  2. X increase in reach per quarter
  3. X number of engagements per quarter


Audiences

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.

  1. Sailors and families
  2. Allied partners in the region
  3. Adversaries in region


Content Types

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.:

  1. Memes and GIFs
  2. Navy photos (carousels, photo galleries)
  3. Navy Trivia Questions #TriviaTuesday
  4. Navy Videos: Testimonials, Infographics, Tutorials, Episodic content
    • Vertical Video, Episodic content (IGTV/stories, Snapchat)
  5. Special Occasion Posts (Cultural months, holidays, etc.) 
  6. Instagram Stories
  7. Influencer content: Where you can, build relationships with Sailor-influencers within your fleet and/or external influencers with a narrative/brand that ties to the Navy or elements of the Navy; and create content with them with the intent for them to share on their own platforms to increase reach and engagement.


Distribution Channel Optimization        

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 

*** These reflect (generally) the best times/frequency per latest information on algorithms and when the largest audience is online.  That said, the BEST information for your respective audiences is found in your platform insights which show the optimal posting times for your particular platforms.

Navy Hashtags

Use of these Navy-centric hashtags makes content trackable by subject.

  • #NavyPartnerships
  • #NavyLethality
  • #NavyReadiness
  • #NavyCapacity
  • #forcetobereckonedwith
  • #freeandopenindopacific 

Hashtags for Reach and Engagement

Use of these hashtags ties to larger conversations; widening reach.

#nautical
#USNavy#ForgedbytheSea#ocean
#maritime#NavyLife#LifeatSea#pacific
#ships#FlyNavy#SaltLife#atlantic
#COVID19#Coronavirus#WeAreInThisTogether
#SinkCOVID#TriService#AdvantageAtSea 

**Note: Not a comprehensive list, just examples for daily use.  Please use event hashtags, social media holiday hashtags, other hashtags that relate to what you're posting, and that DO NOT have lewd content associated/making up a majority of the conversation thread when clicked upon.

Calendar Overview

These are the themes CHINFO will be used per month as well as key dates for features and coverage. 
**Use this calendar to align your respective efforts where it makes sense and where you have content that ties to the larger narrative
we are aiming to tell as a total Navy. Send any and all related content you'd like amplified to CHINFO OI-2.

January


Navy Core Values
  • Honor, Courage, Commitment
  • Surface Navy Association Symposium
  • 15 - National Hat Day (Navy cover feature)
  • 20 - MLK Jr. Day
  • 24 - National Compliment Day
  • 26 - National Spouses Day
  • 27 - Holocaust Remembrance Day
  • 28 - Space Shuttle Challenger Disaster 35th. 
  • 28 - Data Privacy Day

  • Focus on how Navy core values are woven through the Navy experience.



February


Culture of Excellence
  • AAHM - Highlight contributions of influential Black Sailors and figures through time.
  • 1 - Space Shuttle Columbia Disaster - 18th
  • 2 - Groundhog Day
  • 7 - Super Bowl LV 
  • 9 - National Pizza Day
  • 14 - Valentines Day
  • 15 - Presidents Day
  • 16-22 - National Engineers Week
  • 22 - First Navy designated Female Aviator receives her wings
  • 19-MAR 26 76th Anniversary of the Battle of Iwo Jima
  • 20- Love Your Pet Day
  • 24-28 - Military Saves Week

  • Focus on aspiring to greatness through service.


March


Navy Badassery
  • Women's History Month
  • 2 - Women begin pilot training in the U.S. Navy
  • 3 - Navy Reserve Birthday
  • 5 - Seabee Birthday
  • 6 - National Employee Appreciation Day
  • 7 - National Be Heard Day
  • 8 - International Women’s Day
  • 9- Battle of Hampton Roads
  • 13 - K9 Veterans Day
  • 14 - National Pi Day
  • 17 - St. Patrick's Day
  • 19 - National Let's Laugh Day
  • 20- Spring Equinox
  • 21 - National Fragrance Day
  • 21 - World Poetry Day
  • 22 - World Water Day
  • 25 - Medal of Honor Day

  • 29 - National Vietnam Veteran’s Day
  • 30 - National Doctors' Day

  • Focus on Navy personnel accomplishing great things through history and present day. Lead with Navy women.

April


Volunteerism
  • Month of the Military Child
  • 1 - Chief Petty Officer Birthday
  • 1 - April Fools Day
  • 4 --Easter
  • NATO Anniversary
  • 5 - Gold Star Spouses Day
    10 - National Siblings Day
  • 11 - Submarine Birthday
  • 11 - National Pet Day
    16 - National High Five Day
    19-25 - Volunteer Appreciation Week
    22 - Earth Day
    27 - Holocaust Remembrance Day
    28 - Pay it Forward Day
    30 - Department of the Navy is established


    Focus on all-volunteer force/ humanitarian efforts across the globe.



May


Appreciation
  • Asian Pacific Heritage Month
  • Mental Health Awareness
  • TBD - NYC Fleet Week
  • 1 - National Explosive Ordnance Disposal Day
  • 4 - Beginning of the Battle of the Coral Sea
  • 4 - Star Wars Day
  • 6 - National Nurses Day
  • 8 - Military Spouse Appreciation Day
  • 8 - Naval Aviation’s Birthday
  • 9 - Mother's Day
  • 15 - International Day of Families
  • Nurse Corps Birthday
  • 16 - Armed Forces Day
  • 22 - Maritime Day
  • 25 - Memorial Day

  • Focus on appreciation for the fallen, for those serving, for moms and spouses.


June


Bridging GEN gap
  • Australia-US Ministerial Consultations
  • 1 - National Say Something Nice Day
  • 4-7 Battle of Midway
  • 6- D-Day
  • 8- Best Friends Day
  • 8 - U.S. Navy and USPS deliver the first official ‘Missile Mail’
  • 12 - Women Veterans Day
  • 14 - Flag Day
  • 14 - Army Birthday
  • 19 - Beginning of the Battle of Philippine Sea
  • 20 - Father's Day
  • 21 - National Selfie Day
  • 30 - Social Media Day

  • Focus on making Navy history and contributions relevant to the GENZ audience and tying into the selfie and social media culture.



July

Service 
  • 1 - Samuel L. Gravely Jr. becomes first African-American flag officer
  • 4 - Independence Day
  • 7 - World Chocolate Day
  • 15 - Give Something Away Day
  • 17 - World Emoji Day
  • 20 - Anniversary of the Moon Landing
  • 26 - Pres. Truman EO desegregating the Military in 1948
  • 30 - WAVES is established

  • Focus on the thread of service that brings all Sailors together to protect and defend the nation.



August

 Partnerships
Large Scale Exercise 2021
  • 2 - International Day of Friendship
  • 4 - Coast Guard Birthday
  • 7 - Purple Heart Day
  • 8 - International Cat Day
  • 9 - National Book Lovers Day
  • 15 - National Relaxation Day
  • 16 - National Tell a Joke Day
  • 19 - World Photo Day
  • 19 - National Aviation Day
  • 26 - National Dog Day

  • Focus on the things that tie us to our partners in addition to training



September

Navy Life
  • 15 - Hispanic Heritage Month
  • 6 - Read a Book Day
  • 6 - Labor Day
  • 11 - Day of Service and Remembrance
  • 11- 20th Anniv. 9/11
  • 13 - National Grandparents Day
  • 17 - Constitution Day
  • 18 - Air Force Birthday
  • 21 - International Day of Peace
  • 22 - First Day of Fall
  • 29 - National Coffee Day


  • Focus on Navy life and families.


October

Navy Tech
  • Hispanic Heritage Month
  • Breast Cancer Awareness Month
  • Cyber Awareness Month
  • 2 - World Smile Day
  • 13 - Navy 246th Birthday
  • National Train Your Brain Day
  • 14 - National Dessert Day
  • 16 - Bosses Day
  • 21 - USS Constitution's Bday
  • 27 - Navy Day
  • 30 - Checklist Day
  • 31 - Halloween

  • Focus on Navy's contribution to tech; Navy cyber careers.



November

Veterans
  • American Indian Heritage Month
  • 1 - Daylight Savings Fall Back
  • 3 - Election Day Voting message
  • 11 - Veterans Day
  • 20 - National Entrepreneurs Day
  • 26 - Thanksgiving Day
  • 27 - Black Friday
  • 28 - Small Business Saturday
  • 30 - Cyber Monday

  • Focus on Veteran appreciation


December

Giving
  • 1 - Giving Tuesday
  • 4 - National Cookie Day
  • 6 - Hanukkah
  • 7 - Pearl Harbor remembrance day
  • 10 - Human Rights Day
  • 21 - First Day of WInter
  • 25 - Christmas
  • 31 - NYE

  • Focus on showcasing how Sailors give back to their communities and what they do for the holidays.


Publishing Checklist

Before publishing content: 

  • Include a direct and compelling post title
  • Check spelling, grammar and AP Style
  • Use active voice
  • End with a call-to-action you want your followers to perform
  • If including links, check to ensure they work
  • Write a compelling meta description and title for photos

Distribution Channels

Distribute your content where you might find your audience. List the channels you plan to distribute your content.

  • Owned Social Media: Fleet Facebook, Twitter, Instagram
  • Navy.mil submissions
  • At the Helm efforts (Influencer outreach)
  • Flagship Navy Platform Amplification

Checks on Performance

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)?

Optimizations & Action Items

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.

Best Practices per Platform

Navy.mil Articles

  • 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

Navy LIVE Blogs:
  • Speak in first-person voice
  • Be conversational versus newsy
  • Make it personal
  • Include impactful visuals

Facebook:

  • Photos and videos perform the best
  • Videos uploaded natively work the best and garner the most reach
  • Like comments and reply where appropriate in a conversational tone; Facebook's latest algorithm rewards organic conversation happening in the comments

Twitter

  • Use relevant hashtags/tags; no more than three per Tweet as a rule
  • Keep it short
  • Include embedded photo caption
  • Use Twitter tools i.e. polls; not to collect PII or demographic data, but for "fun" topics and interests in order to engage the audience

Instagram

  • Use impactful visuals
  • Upload videos into Instagram TV (IGTV). Keep videos between 90 seconds and 3 minutes.
  • Utilize stories.  Stories pull people into your page. Utilize all stories' features. Mix it up to keep it fresh.
  • Utilize the new REELS feature which is Instagram's answer to TikTok and shares a lot of the same functionality. For more info: HOW TO USE REELS ON IG
  • Use relevant hashtags to pull you into other feeds and make your content discoverable to a wider audience

Capturing Video for Stories and Snapchat

  • Shoot vertically in the platform; or shoot horizontally, but wide enough so that it can be cropped for vertical storytelling later.
  • Get close to your subject: Medium close-ups are ideal for capturing the best composition and audio.
  • Don't be afraid to let the subject hold the phone and speak to it. This gives the audience a sense of connection.
  • Pick an interesting background: Try to shoot your talent in front of a background that is relevant to your topic/theme.
  • Tell a COMPLETE visual story.
  • Stabilize your shot: Use a tripod or place your camera/phone up on the surface (table, chair, shelf, etc.) if possible. If you have to shoot handheld make sure to enable camera stabilization on your phone.
  • Avoid backlighting (e.g. light source placed behind your subject)
  • Audio matters: Place your camera/phone as close to your subject as possible (while still following tip #2) so the dialogue is captured clearly. Listen to the audio after shooting to make sure everything was captured cleanly.
    **@usnavy Snapchat is intended to be an aggregator of stories from across the fleet. This is the best practice on the platform and has resulted in much success for the Marines. Please send your content to CHINFO OI-2.

USN Social Media Policy

Things to keep in mind yourself as PAOs and pass along to Sailors and Recruiters.  Click for full handbook: USN Social Media Handbook

Online Conduct

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.


BLUF: Whenever you're pictured IN UNIFORM on ANY social media site -- either in your profile photo or in photos posted to your feed -- congratulations! -- to the external audience, you are an OFFICIAL SPOKESPERSON for the U.S. Navy.




Deputy Secretary of Defense Policy Memorandum, Hazing and Bullying Prevention and Response in the Armed Forces, Dec. 23, 2015:

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

Electronic harassment

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.

Electronic threats

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.

Cyberstalking

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.

Obscenity

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.

Reporting Incidents

- Reporting Incidents Any member of the Navy community who experiences or witnesses incidents of improper online behavior should promptly report it to their chain of command via the Command Managed Equal Opportunity manager or Fleet and Family Support office.

  • Additional avenues for reporting include Equal Employment Opportunity offices, the Inspector General, Sexual Assault Prevention and Response offices, and Naval Criminal Investigative Service.

**NCIS encourages anyone with knowledge of criminal activity to report it to their local NCIS field office directly or via a web or smartphone app. Specific instructions are available here: NCIS Reporting Instructions

Online Safety and Best Practices

There are a lot of reasons to go online: research, entertainment, chat, shopping, games, etc. While online, there are best practices that will help prevent the compromise of personal information and reputation.

What happens online lives forever and can have real-world impacts on a Sailor or Navy civilian where they work, at home, and with friends and loved one's years after.

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.

Security

When online, at work or after-hours, know how to protect yourself and the Navy. There are countries, criminals, and hackers that are actively going after you as a Sailor and Navy civilian. Some are trying to get information from you and damage Navy networks; some are trying to get information about you so they can steal your identity and attack you personally, financially, or worse. They are looking for the weakest link in the online environment.

How to be a hard target:

Keep your technology up to date (computer, phone, tablet, etc.). Whenever you get a software update at work or at home, run it. These are typically patches for recent security vulnerabilities. Beware of tracking your location. Many social media platforms allow for check-in and broadcast your location, or automatically add location information to photos and posts.

Stay away from public Wi-Fi. With a public internet connection, you run the risk of being hacked. If you must use a public Wi-Fi connection, there are some things you can do to be safer: Do not shop or go to your bank accounts on public Wi-Fi. Only go to sites that use a secure connection (indicated by an HTTPS in their web address). This means they use encryption to protect your information. Use a Virtual Public Network (VPN). This is a service you pay for that gives you a secure connection wherever you are.

If available, use two-factor authentication. Anyone trying to pretend to be you, will not be able to access your accounts because they won't have your phone or computer. Set login notifications on all your accounts so when someone tries to log in from a new location, you get an email and can take proactive action if necessary.

Backup your data. Frequently backup data at home and in the workplace. Many commercial clouds and physical storage devices will encrypt data automatically for extra protection.

 Strong password protocols:

  • The best password is a string of at least 12-15 random characters containing numbers, upper and lower case letters, and symbols.

  • Do not try and remember all passwords for all platforms and devices. Use a password manager.

  • Do not share passwords.

  • Do not use the same password for more than one site or device.

  • Never reuse an old password.

  • Answer security questions creatively. Sites often have security questions that use personal information to help you recover or reset a password.

Security

When online, at work or after-hours, know how to protect yourself and the Navy. There are countries, criminals, and hackers that are actively going after you as a Sailor and Navy civilian. Some are trying to get information from you and damage Navy networks; some are trying to get information about you so they can steal your identity and attack you personally, financially, or worse. They are looking for the weakest link in the online environment.

How to be a hard target:

Keep your technology up to date (computer, phone, tablet, etc.). Whenever you get a software update at work or at home, run it. These are typically patches for recent security vulnerabilities. Beware of tracking your location. Many social media platforms allow for check-in and broadcast your location, or automatically add location information to photos and posts.

Stay away from public Wi-Fi. With a public internet connection, you run the risk of being hacked. If you must use a public Wi-Fi connection, there are some things you can do to be safer: Do not shop or go to your bank accounts on public Wi-Fi. Only go to sites that use a secure connection (indicated by an HTTPS in their web address). This means they use encryption to protect your information. Use a Virtual Public Network (VPN). This is a service you pay for that gives you a secure connection wherever you are.

If available, use two-factor authentication. Anyone trying to pretend to be you, will not be able to access your accounts because they won't have your phone or computer. Set login notifications on all your accounts so when someone tries to log in from a new location, you get an email and can take proactive action if necessary.

Backup your data. Frequently backup data at home and in the workplace. Many commercial clouds and physical storage devices will encrypt data automatically for extra protection.

 Strong password protocols:

  • The best password is a string of at least 12-15 random characters containing numbers, upper and lower case letters, and symbols.

  • Do not try and remember all passwords for all platforms and devices. Use a password manager.

  • Do not share passwords.

  • Do not use the same password for more than one site or device.

  • Never reuse an old password.

  • Answer security questions creatively. Sites often have security questions that use personal information to help you recover or reset a password.

Social Media Crisis Communications Strategy

Overview

No matter the origin of a social media crisis, it is important to be prepared. In the age of misinformation campaigns from our adversaries, quick, well-orchestrated action can mitigate the potential for the negative impact a crisis can the Navy's reputation; whereas reactionary action can fuel or exacerbate crises.  Please alert CHINFO if you notice an uptick on your platforms regarding a particular issue or post and/or if there are any other areas of concern.

What is a crisis? Online chatter that indicates potential for a large negative impact on the reputation of the U.S. Navy as an institution and brand; either within your physical AO or online.

See something, say something
Community managers across the fleet should alert CHINFO OI-2 (See POC list below) when they see suspicious activity in their engagement queues.

Areas of Potential Risk

Security 
This category covers situations that occur on an owned property, either physical or digital, that could impact recruiting with the potential to go viral online:
  • U.S. Navy social media accounts hacked
  • Navy.mil hacked
  • Physical location threat
  • Personal, including leaked PII and high-impact catfishing
  • Cybersecurity issues
  • Local or national terrorism including attacks from fundamentalist groups
  • Impersonation of Navy leadership

Negative Media Coverage 
This category covers negative media coverage that leaks to social media as well as tactics by media to develop stories based on social posts.
  • A negative or factually inaccurate article, coverage, or op-ed that gains traction on social media.
  • Articles expected to post that could have widespread negative implications on recruiting if it spreads on social media.
  • Comments from reporters on a negative post wherein the reporter seeks more information from the original author for a news story.
  • A reporter soliciting negative stories on social about the Navy for an article.
  • When a person tags the media in a negative post about the Navy they would like to see published or investigated by the media.
Example: This U.S. Army tweet ultimately resulted in an article in The New York Times, Time, NPR, and Slate.
 
Non-Core Values/Sailor Issues
This category includes posts and comments that directly showcase poor behavior in current Navy personnel that could negatively impact sentiment, whether posted by the Sailor or by others highlighting values that do not reflect honor, courage, commitment.
  • Content from Sailors that is culturally insensitive.
  • PII or classified information shared by Sailors on social channels.
  • Allegations of sexual assault or other crimes creating a large negative impact
  • Allegations of hazing
  • Content that indicates bias, prejudice, sexism, or racism
  • Suicide ideations

Political 
This category includes posts and comments from influential political figures, as well as political news that might have a negative impact on the Navy's favorability
  • Partisan tweets from key politicians about topics that could impact the Navy's image
  • Partisan tweets from social media influencers or celebrities that could impact public perception of joining the Navy
  • Negative opinion pieces in key media outlets
  • Declaration of war
  • Election-based posts that reference the Navy
  • Legislative moments in time
  • LGBTQ / LGBTTQQIAAP issues related to the Navy
  • Immigration issues related to the Navy

POINTS OF CONTACT

OI-2:  

Director: Christopher J. Madden, Assistant Chief of Information, Navy Content Operations, christopher.j.madden6.civ@us.navy.mil, 703-614-9341

Social Media & Digital Engagement: Crystal Deleon, Director, Digital Strategy and Social Engagement, crystal.g.deleon.civ@us.navy.mil, 703-614-9434

Production and Admin: Paul Taylor, Director, Digital Media Production, Training and Administration, william.p.taylor.civ@us.navy.mil, 703-614-9315

OPS: VACANT

OI-3:

News Desk: 703-697-5342
Exit