WEBVTT 00:05.059 --> 00:06.975 - Social media best practices, 00:06.975 --> 00:09.475 led by Andrea Adkins-Hutchins, 00:09.668 --> 00:12.585 she is OCPA's Social Media Manager, 00:12.960 --> 00:15.387 and Sargent Major Retired Rick Black 00:15.387 --> 00:16.931 an associate senior communications specialist 00:16.931 --> 00:18.848 at Booz Allen Hamilton. 00:20.341 --> 00:22.466 Ms. Adkins-Hutchins will discuss current 00:22.466 --> 00:25.716 U.S. Army best practices; branding, cross-promotion, 00:25.716 --> 00:28.466 and social media vulnerabilities. 00:28.503 --> 00:31.022 Mr. Black will follow with industry best practices 00:31.022 --> 00:33.716 and meeting your audience where they are. 00:33.716 --> 00:36.525 Following the presentations they will take questions. 00:36.525 --> 00:37.358 Please. 00:39.103 --> 00:42.644 - I actually had an entire slide presentation 00:42.644 --> 00:44.768 for you all I'm sure you're terribly disappointed 00:44.768 --> 00:47.288 that I won't be sharing that with you this afternoon. 00:47.288 --> 00:49.656 But in the essence of time we did want to make sure 00:49.656 --> 00:51.456 that there was a few key points especially 00:51.456 --> 00:54.474 from the Army side of the house that we did mention 00:54.474 --> 00:58.224 and then I will defer to Mr. Black for the remainder 00:58.224 --> 00:59.606 of his time especially since he took time 00:59.606 --> 01:01.847 to come out here this afternoon and I work with you all. 01:01.847 --> 01:03.762 You can find me on Global so that makes things 01:03.762 --> 01:05.429 a little bit easier. 01:06.015 --> 01:07.803 Just very quickly, thank you all for staying. 01:07.803 --> 01:09.521 I know a lot of people were ready to get out of here 01:09.521 --> 01:10.496 this afternoon so hopefully 01:10.496 --> 01:11.994 it'll will be worth your time. 01:11.994 --> 01:13.782 But I do want to make sure that I get out 01:13.782 --> 01:16.638 first and foremost that everyone at the 01:16.638 --> 01:18.830 Online and Social Media Division in OCPA 01:18.830 --> 01:22.406 is available I want to say almost 24/7 01:22.406 --> 01:25.328 for any questions, issues, or problems that you have. 01:25.328 --> 01:27.569 There was a number of questions that were asked 01:27.569 --> 01:29.818 earlier at the social media panel 01:29.818 --> 01:31.978 and conversations that I've had throughout 01:31.978 --> 01:33.649 the two days that we have been here. 01:33.649 --> 01:34.985 Where a number of people said, 01:34.985 --> 01:37.272 "Oh my gosh, I didn't even think to call you guys 01:37.272 --> 01:39.559 "for this problem or for this question." 01:39.559 --> 01:43.506 And you know we make it a point to take time out 01:43.506 --> 01:46.328 to schedule, to either do training programs 01:46.328 --> 01:49.411 or teleconferences or just one-on-one 01:50.022 --> 01:51.566 let's sit down and look at your page 01:51.566 --> 01:54.921 and figure out what's working and what's not. 01:54.921 --> 01:56.500 Every now and then we do travel 01:56.500 --> 01:58.950 we've done a couple of engagements this year 01:58.950 --> 02:00.459 and I've heard from a number of people 02:00.459 --> 02:02.096 positive feedback that their engagements 02:02.096 --> 02:05.591 have gone up afterward and so we're more than happy 02:05.591 --> 02:08.366 to do that, for the first time I want to say 02:08.366 --> 02:10.316 in four years I believe that the 02:10.316 --> 02:13.532 Online and Social Media Division is actually fully staffed 02:13.532 --> 02:15.169 so that is something, right? 02:15.169 --> 02:16.977 Yes wherever that came from. 02:16.977 --> 02:19.822 So hopefully we can get out and do more of those things 02:19.822 --> 02:22.271 that we know that we need to be doing, 02:22.271 --> 02:24.721 there are a number of strategic planning things 02:24.721 --> 02:25.751 that we would like to be doing 02:25.751 --> 02:27.864 to communicate better with you all. 02:27.864 --> 02:29.989 We have started a quarterly teleconference 02:29.989 --> 02:31.777 and we're looking at increasing the number 02:31.777 --> 02:33.739 of opportunities for things like that 02:33.739 --> 02:35.451 to reach out to you all. 02:35.451 --> 02:38.225 In addition about the November time frame 02:38.225 --> 02:41.116 we started sharing information in the CPA Sends 02:41.116 --> 02:43.624 on a regular basis so that we could coordinate 02:43.624 --> 02:45.911 messaging and hashtags and things like that. 02:45.911 --> 02:47.699 I have heard from a number of people that are like, 02:47.699 --> 02:49.174 "Oh I don't get the CPA Sends." 02:49.174 --> 02:50.880 And I know a lot of people are not necessarily 02:50.880 --> 02:53.283 familiar with the PA Portal but that information 02:53.283 --> 02:55.931 is hung every single month on the PA Portal 02:55.931 --> 02:57.846 so if you want to know what hashtag to use 02:57.846 --> 03:00.586 you've got two opportunities to either call us 03:00.586 --> 03:02.502 or look on the PA Portal. 03:02.502 --> 03:05.021 But going into just a few things that I wanted 03:05.021 --> 03:07.668 to make sure that I got across to you all today, 03:07.668 --> 03:10.072 there has been a couple of instances and conversations 03:10.072 --> 03:11.627 that I've heard throughout 03:11.627 --> 03:14.460 the audience today about staffing. 03:15.284 --> 03:18.059 Trust me I understand staffing can be an issue, 03:18.059 --> 03:20.428 we have a total of five people to do 03:20.428 --> 03:22.506 administrative tasks, day-to-day tasks, 03:22.506 --> 03:25.304 running all of the social media platforms for the Army, 03:25.304 --> 03:27.219 answering your questions about impostors, 03:27.219 --> 03:29.855 we get it we're all short-staffed. 03:29.855 --> 03:31.538 But one of the things that I want you to consider 03:31.538 --> 03:33.698 as we talk about being short-staffed is 03:33.698 --> 03:35.242 where do you get the most bang for your buck 03:35.242 --> 03:37.483 in your Public Affairs Office? 03:37.483 --> 03:39.073 So I'm sure a lot of people are familiar with 03:39.073 --> 03:41.929 The Seven Habits of Highly Effective People book, right? 03:41.929 --> 03:45.505 So to me one of the greatest habits of the most 03:45.505 --> 03:47.630 highly effective public affairs shops 03:47.630 --> 03:50.114 is that they put social media first. 03:50.114 --> 03:52.401 So when you're looking at doing a campaign 03:52.401 --> 03:53.946 or a plan or something like that, 03:53.946 --> 03:56.024 you should be thinking what assets am I going 03:56.024 --> 03:58.056 to send out into the field to take pictures 03:58.056 --> 04:00.250 that will end up on social media? 04:00.250 --> 04:03.466 If the majority of your content is actually consumed 04:03.466 --> 04:06.612 via social media you shouldn't be thinking about 04:06.612 --> 04:10.779 putting it on social media after the entire plan is done. 04:10.943 --> 04:13.543 So if you're putting GoPros on people and doing 04:13.543 --> 04:15.505 all kinds of fancy, fun stuff, 04:15.505 --> 04:17.897 but nobody figures out how it's going to get across 04:17.897 --> 04:19.325 on social media until the very end 04:19.325 --> 04:20.916 you're doing yourselves a disservice 04:20.916 --> 04:24.062 and you're wasting a lot of valuable man-hours. 04:24.062 --> 04:26.697 So just kind of think of things that way 04:26.697 --> 04:28.404 and that kind of leads me into the fact that 04:28.404 --> 04:30.366 and I now that the panels mentioned this 04:30.366 --> 04:33.060 several times today but I cannot reiterate it enough 04:33.060 --> 04:36.977 that social media is a consumer-based platform, 04:37.936 --> 04:39.654 80 percent of the people who are looking 04:39.654 --> 04:42.266 at your content are doing it from a mobile device. 04:42.266 --> 04:45.645 So if you are not considering how a photo looks, 04:45.645 --> 04:48.826 how a story looks, how a cutline looks, 04:48.826 --> 04:51.752 how a video looks, and the fact that you are competing 04:51.752 --> 04:53.900 with cute pictures of kitties 04:53.900 --> 04:57.893 and people's nephews and nieces and things like that. 04:57.893 --> 05:00.134 Twitter is obviously a platform 05:00.134 --> 05:02.621 that people go to for more news and information 05:02.621 --> 05:04.119 but it's still competition, right? 05:04.119 --> 05:06.081 So when you're putting stuff on Facebook, 05:06.081 --> 05:08.984 people want to know the cool stuff, the photos, 05:08.984 --> 05:10.400 the videos, things like that 05:10.400 --> 05:13.175 but it's all competition for people's attention. 05:13.175 --> 05:16.844 And as we all know, the earlier panels mentioned, 05:16.844 --> 05:18.643 the average American attention span is 05:18.643 --> 05:22.265 continually decreasing, so as you look at putting together 05:22.265 --> 05:24.634 a social media campaign the biggest thing is 05:24.634 --> 05:26.163 make sure that you're keeping in mind 05:26.163 --> 05:27.545 when you're putting up those photos 05:27.545 --> 05:31.388 put up your best photos, don't put up 300 of okay photos. 05:31.388 --> 05:33.756 Just keep that consumer in mind when you're 05:33.756 --> 05:35.625 putting out that message and that brand. 05:35.625 --> 05:37.866 So with that I know that there's usually 05:37.866 --> 05:39.503 a number of excellent questions 05:39.503 --> 05:41.570 that you all have and problems that we can hopefully 05:41.570 --> 05:44.809 help you field so I will defer to, Mr. Black. 05:44.809 --> 05:46.392 - Great, thank you. 05:47.625 --> 05:50.806 So I retired a couple of years ago from the Army 05:50.806 --> 05:53.499 and since then I've been working with Booz Allen Hamilton, 05:53.499 --> 05:55.543 and for the past year I've been the project manager 05:55.543 --> 05:57.005 for the Real Warriors Campaign. 05:57.005 --> 05:59.478 I'll be using some of the examples 05:59.478 --> 06:00.419 from the Real Warriors Campaign, 06:00.419 --> 06:03.275 so I'd like you to get a little background on that 06:03.275 --> 06:05.775 so that you have some context. 06:06.247 --> 06:07.080 Maybe? 06:10.601 --> 06:11.434 Or not. 06:12.067 --> 06:14.317 - [Andrea] Oh there you go. 06:24.104 --> 06:24.937 - So it's not me. 06:24.937 --> 06:25.770 - [Officer] There you go. 06:25.770 --> 06:27.853 (laughs) 06:29.468 --> 06:33.135 - So it was launched in 2009 as a multimedia 06:35.795 --> 06:39.220 public awareness campaign for psychological health 06:39.220 --> 06:42.935 concerns in the military and the veteran community. 06:42.935 --> 06:46.917 It falls under the DOD it is the DOD initiative, 06:46.917 --> 06:49.112 it falls under the Defense Centers of Excellence 06:49.112 --> 06:53.233 for Psychological Health and Traumatic Brain Injury. 06:53.233 --> 06:57.400 It was a result of the DOD Mental Health Task Force. 06:57.506 --> 07:00.193 It recommended an anti-stigma campaign 07:00.193 --> 07:04.360 and all of our tactics support that help-seeking behavior. 07:08.612 --> 07:09.712 - [Andrea] Third time, there you go. 07:09.712 --> 07:10.545 - There we go. 07:10.545 --> 07:14.712 And so these are some of the tactics that we employ 07:15.318 --> 07:16.618 you can read those for yourselves 07:16.618 --> 07:19.289 but most importantly we have print material, 07:19.289 --> 07:23.039 we have articles online, we have a partnership network, 07:23.039 --> 07:24.757 which isn't on the slide but that's important 07:24.757 --> 07:26.591 for what I'm going to discuss as well, 07:26.591 --> 07:28.588 and we also do community relations 07:28.588 --> 07:30.666 following our last presentation 07:30.666 --> 07:32.749 where we go out to YRRPs, 07:35.241 --> 07:37.981 Yellow Ribbon Reintegration Program events 07:37.981 --> 07:41.398 and we engage directly with the soldiers. 07:41.812 --> 07:43.312 So our next slide, 07:46.839 --> 07:49.672 so now talking about social media. 07:49.892 --> 07:52.059 So social media landscape, 07:52.098 --> 07:56.265 how many of you never seen the conversation prism? 07:56.614 --> 07:59.951 Very good, I'm glad that you've seen it before. 07:59.951 --> 08:03.910 That is your landscape, the social media landscape 08:03.910 --> 08:06.993 and if you haven't seen it, go to it. 08:07.417 --> 08:10.334 It's amazing how much is out there. 08:11.123 --> 08:13.653 So social media is much bigger than just the top three, 08:13.653 --> 08:15.975 the Facebook, the Twitter, the YouTube. 08:15.975 --> 08:18.959 And each platform has a different purpose, 08:18.959 --> 08:20.619 different audience with goals 08:20.619 --> 08:22.924 and the different engagements as well. 08:22.924 --> 08:26.341 So you have to tailor and have a strategy 08:26.592 --> 08:28.427 for the way you engage your social media. 08:28.427 --> 08:31.805 If you are going out there and using the same 08:31.805 --> 08:35.521 messages across the platforms you're doing it wrong. 08:35.521 --> 08:38.864 It needs to be tailored to those audiences that are there. 08:38.864 --> 08:41.105 And it's impossible to have a presence on every 08:41.105 --> 08:42.911 one of these channels and these platforms 08:42.911 --> 08:46.290 so you have to do the research where your audience is, 08:46.290 --> 08:48.217 and how they engage on those platforms 08:48.217 --> 08:50.634 and give them what they want. 08:54.449 --> 08:55.923 So with the Real Warriors Campaign we've got 08:55.923 --> 08:58.254 a worldwide presence and we have limited 08:58.254 --> 09:01.342 our presence to Facebook, Twitter and YouTube, 09:01.342 --> 09:03.009 those are our goals. 09:04.616 --> 09:06.776 You'll find when I bring up the next 09:06.776 --> 09:10.026 is that we borrow our content from you. 09:10.410 --> 09:12.209 We don't generate our own content, 09:12.209 --> 09:13.962 we get all of our pictures from DVIDS, 09:13.962 --> 09:17.027 we get everything that we post from you. 09:17.027 --> 09:20.011 You are the ones that are supplying us our content. 09:20.011 --> 09:22.928 We just tailor it for our audience. 09:24.702 --> 09:27.058 One of the things, we just recently celebrated 09:27.058 --> 09:30.558 seven years of existence and 100,000 fans. 09:30.808 --> 09:33.641 So 100,000 fans that could be good 09:33.827 --> 09:34.883 depending on your perspective 09:34.883 --> 09:37.435 whether that's good or if that's small. 09:37.435 --> 09:39.478 For the Army it's probably small. 09:39.478 --> 09:43.437 But for a unit out there it's probably a large account. 09:43.437 --> 09:46.687 Either way we've curated over that time 09:46.699 --> 09:50.616 a social community that is our target audience. 09:52.353 --> 09:54.838 We've made sure that all of our partnerships 09:54.838 --> 09:57.857 and how we've grown has made sure that 09:57.857 --> 10:00.678 they are the people who we want to talk to. 10:00.678 --> 10:03.116 And in fact recently, I'll get to the next slide, 10:03.116 --> 10:06.405 we've had a viral post that caused us to have 10:06.405 --> 10:09.296 all these bots and we've spent the past five months 10:09.296 --> 10:11.713 trying to eliminate the bots. 10:12.466 --> 10:15.385 I'm going to each account of the new followers 10:15.385 --> 10:17.321 and determining whether they're bots or not 10:17.321 --> 10:19.527 and getting them out of our community. 10:19.527 --> 10:23.474 So, the content mix for the Real Warriors Campaign 10:23.474 --> 10:26.249 is lighthearted and then we use that 10:26.249 --> 10:28.815 to entice our audience and then we give them 10:28.815 --> 10:31.398 the information that they need, 10:31.700 --> 10:34.117 or our influential messaging. 10:40.938 --> 10:44.776 Content is king, you've heard this all over again 10:44.776 --> 10:48.943 and I'm trying not to be repetitive, but it is important. 10:48.967 --> 10:53.134 Engaging content connects with your audience emotionally. 10:55.423 --> 10:59.590 Emotionally they will share their content, it's proven. 11:00.926 --> 11:04.843 An example is, that was our viral Facebook post 11:05.454 --> 11:09.053 back in November, somebody else took the picture, 11:09.053 --> 11:13.093 we posted and it says, "Picture's worth a thousand words." 11:13.093 --> 11:16.343 You can see the content hit 7.6 million 11:18.561 --> 11:21.561 and our engagement was over 600,000. 11:22.683 --> 11:24.683 So, what does that mean? 11:25.841 --> 11:27.594 Fantastic, we got our brand out there, 11:27.594 --> 11:30.659 we got awareness of the campaign, okay. 11:30.659 --> 11:33.109 But talk about numbers and engagement. 11:33.109 --> 11:34.537 Everything all the comments 11:34.537 --> 11:35.802 and all of our engagement on that, 11:35.802 --> 11:37.969 that post was, "Nice pic," 11:38.078 --> 11:38.911 "Cute pic," 11:38.911 --> 11:39.911 "Great pic," 11:41.955 --> 11:45.372 so follow that up from November with this 11:46.228 --> 11:50.395 and this is a reposting of a story from Guard Experience 11:51.928 --> 11:54.668 a year ago, so it's a year old story. 11:54.668 --> 11:58.835 We posted it this is what we can still consider viral, 11:59.719 --> 12:02.401 you see the difference between the engagement here. 12:02.401 --> 12:05.303 But what we consider this important for 12:05.303 --> 12:08.693 was the engagement where the patriarch of that family 12:08.693 --> 12:12.860 of all of those siblings he came into the conversation 12:13.825 --> 12:16.158 and it engaged the audience. 12:16.411 --> 12:18.547 They got more involved and the engagement 12:18.547 --> 12:22.181 was more than just, "Nice pic," it was about resilience, 12:22.181 --> 12:24.387 it was about what our mission is, 12:24.387 --> 12:27.804 and it further moved our message forward. 12:31.144 --> 12:33.617 So audience are like she said, 12:33.617 --> 12:35.660 they're on mobile devices, 12:35.660 --> 12:37.494 and our attention spans are decreasing 12:37.494 --> 12:41.161 so you have to hit them with visual content. 12:41.570 --> 12:45.737 And we use our visual content to push our messages forward. 12:47.804 --> 12:50.045 So that the picture gets them there and then 12:50.045 --> 12:52.286 they read our messaging and that also goes 12:52.286 --> 12:55.453 to one of our articles on the website. 13:02.317 --> 13:03.710 How do you expand your reach 13:03.710 --> 13:05.788 with influencers and advocates? 13:05.788 --> 13:08.538 Influencers by industry standards 13:08.644 --> 13:12.811 are paid people who they're celebrity endorsers basically. 13:14.031 --> 13:16.806 And advocates are the people in your community 13:16.806 --> 13:19.306 who are supporting your brand. 13:19.975 --> 13:22.228 But I'll tell you to look around 13:22.228 --> 13:25.490 within your social community for those individuals 13:25.490 --> 13:27.243 and find out who has that influence 13:27.243 --> 13:29.287 within your own social community. 13:29.287 --> 13:33.204 Dig into your audience on your social networks. 13:34.302 --> 13:36.903 But also you have advocates sitting right next to you 13:36.903 --> 13:39.016 in the room it doesn't have to be an individual. 13:39.016 --> 13:41.303 When I was, I don't think it's changed much 13:41.303 --> 13:44.124 in two years, but we're professional communicators 13:44.124 --> 13:48.234 but we're the worst at communicating with each other, right? 13:48.234 --> 13:50.719 It hasn't changed I don't think unless 13:50.719 --> 13:54.886 everybody's had an epiphany in the past two years (laughs). 13:56.466 --> 14:00.133 So this is an example of where we have units 14:01.945 --> 14:06.028 reusing and expanding our reach of our messaging. 14:11.651 --> 14:14.867 So look around to your fellow public affairs professionals 14:14.867 --> 14:18.784 and engage with them, find those like messaging 14:18.826 --> 14:21.601 and talk to them, that's what you have to do. 14:21.601 --> 14:23.644 The partnerships that I talked about earlier 14:23.644 --> 14:25.885 you'll see examples up here, where we have 14:25.885 --> 14:29.302 our material in the partner's spotlights. 14:29.473 --> 14:31.934 We also have them retweeting our stuff with 14:31.934 --> 14:34.546 Operation Live Well all of these different partnerships. 14:34.546 --> 14:36.741 We have over 400 different partnerships 14:36.741 --> 14:40.908 and we continuously have partnership calls every month. 14:41.026 --> 14:44.026 We send out recommended social media 14:47.744 --> 14:50.145 posts so that they can use it, 14:50.145 --> 14:52.028 and that's the way we engage with our 14:52.028 --> 14:56.195 partnership network to expand our reach even further. 14:57.107 --> 15:00.524 And then you find those cross-promotional 15:00.857 --> 15:04.440 opportunities where your content is similar 15:05.176 --> 15:08.804 and is complementary with other advocate organizations. 15:08.804 --> 15:12.971 This is a perfect example of the OPNAV Suicide Prevention 15:13.668 --> 15:15.863 so what we have is we also have a mobile app 15:15.863 --> 15:17.663 with our Real Warriors Campaign, 15:17.663 --> 15:21.830 and they actually promoted our Real Warriors' mobile app 15:22.678 --> 15:26.845 so that their small acts campaign they work together. 15:27.810 --> 15:29.075 They would take a selfie they would post it 15:29.075 --> 15:32.140 on our mobile app but they would also 15:32.140 --> 15:34.640 cross-promote between the two. 15:38.119 --> 15:42.119 And so with that we'll go on with the questions. 15:42.403 --> 15:43.948 I hope that was helpful. 15:43.948 --> 15:45.448 - [Andrea] It was. 15:48.313 --> 15:52.146 - I feel like I'm preaching to the choir, but. 15:53.561 --> 15:55.151 - [Voiceover] Hello, I'm Sergeant First Class 15:55.151 --> 15:56.913 Tim Meyer from the Army Public Affairs Center, 15:56.913 --> 15:59.432 a question for either one or both of you, 15:59.432 --> 16:01.708 if a public affairs soldier wanted a good example 16:01.708 --> 16:05.541 of a unit or command or post social media page 16:05.864 --> 16:08.140 to look at for example, and maybe some civilian examples 16:08.140 --> 16:10.190 if you have them of companies. 16:10.190 --> 16:12.610 What would be some good examples of that? 16:12.610 --> 16:15.350 - The U.S. Army, no I'm just teasing. 16:15.350 --> 16:19.018 There are a number of different military pages, 16:19.018 --> 16:21.375 Army pages specifically, that do a great job 16:21.375 --> 16:23.958 of engaging with their audience 16:23.987 --> 16:26.182 and knowing who their audience is. 16:26.182 --> 16:28.956 So just a perfect example 75th Ranger Regiment 16:28.956 --> 16:31.197 they put up a lot of content that would work 16:31.197 --> 16:34.169 horribly on our pages but it's something 16:34.169 --> 16:36.573 that connects well with their audience. 16:36.573 --> 16:40.740 They engage on every post with their audience members 16:41.960 --> 16:43.144 and comments and things like that. 16:43.144 --> 16:45.675 And because of that it's grown tremendously. 16:45.675 --> 16:47.869 I want to say they've got 500,000 followers 16:47.869 --> 16:48.972 or something along those lines, 16:48.972 --> 16:52.805 but most of the larger organizations out there 16:52.966 --> 16:55.787 are doing things well, some of the smaller guys 16:55.787 --> 16:59.120 16th Cav does a really, really good job. 16:59.827 --> 17:02.611 There's a number of people that you can tell 17:02.611 --> 17:03.830 that their heart is in it, 17:03.830 --> 17:06.071 they're engaging their audience. 17:06.071 --> 17:08.358 And really regardless of whether or not 17:08.358 --> 17:12.525 your cutlines are perfect or you have 10 million people 17:13.536 --> 17:16.752 following you it really is nine times out of 10 17:16.752 --> 17:18.342 about taking the time to make sure 17:18.342 --> 17:20.188 that you're engaging on those posts. 17:20.188 --> 17:22.429 Because I think as one of the panel members said before, 17:22.429 --> 17:24.705 if you put something up and completely ignore it 17:24.705 --> 17:28.304 and don't engage with your audience it's all for naught. 17:28.304 --> 17:30.777 So as far as like watching individual pages, 17:30.777 --> 17:32.855 I would just say that if you look at the majority 17:32.855 --> 17:34.805 of the divisions that are out there are doing 17:34.805 --> 17:38.520 a fantastic job and then obviously the White House team 17:38.520 --> 17:41.005 when you talk about people who are outside the Army. 17:41.005 --> 17:43.826 The White House team does a phenomenal job. 17:43.826 --> 17:46.961 There's a number of, obviously, the Marines 17:46.961 --> 17:49.852 if you're looking at other armed service organizations. 17:49.852 --> 17:54.019 They do a fantastic job, so there's a lot out there, yeah. 17:56.017 --> 17:58.184 I don't know if you wanna? 18:00.584 --> 18:02.802 - The DINFOS Social Media workshop that happened 18:02.802 --> 18:05.124 about two months that is a perfect example 18:05.124 --> 18:09.041 of things that you can go and find and look at. 18:09.361 --> 18:11.683 And it's not just the Army, you can go and look at 18:11.683 --> 18:13.309 other services as well. 18:13.309 --> 18:14.621 Marine Corps does an outstanding job 18:14.621 --> 18:16.954 they have a little bit more, 18:17.059 --> 18:20.809 little more freedom I think with some of the things 18:20.809 --> 18:22.724 that they are doing out there. 18:22.724 --> 18:26.891 Livestream.com/DINFOS/SocialMediaWorkshop 18:30.457 --> 18:33.278 is where you can find it, and there was 18:33.278 --> 18:36.006 an outstanding briefing there from Twitter I'm not sure 18:36.006 --> 18:38.169 if it was the same guy that was here today-- 18:38.169 --> 18:39.002 - [Andrea] No that was Sean. 18:39.002 --> 18:40.998 - Okay, but he did an outstanding briefing 18:40.998 --> 18:42.600 on the Twitter I highly recommend you 18:42.600 --> 18:44.307 to check that out as well. 18:44.307 --> 18:47.210 - That actually does bring up a good point, two points. 18:47.210 --> 18:49.497 So somebody had asked earlier today 18:49.497 --> 18:51.157 or one of the panel members had made a comment 18:51.157 --> 18:52.550 that you all should make friends 18:52.550 --> 18:54.535 with all of the social media platforms, 18:54.535 --> 18:56.532 and I'm just going to tell you it's very difficult 18:56.532 --> 18:58.494 for us to talk to them on a regular basis. 18:58.494 --> 19:00.747 So your best bet if you have a question related 19:00.747 --> 19:04.044 to a specific platform is to talk to us. 19:04.044 --> 19:06.819 They keep their emails very close hold, 19:06.819 --> 19:08.456 so that's kind of what we're here for 19:08.456 --> 19:11.300 is to be that conduit and that relationship maker 19:11.300 --> 19:14.516 between the two just to kind of give you a for instance, 19:14.516 --> 19:16.234 the two people that were here from Instagram 19:16.234 --> 19:17.988 they are the two people who do 19:17.988 --> 19:20.101 government affairs for the world. 19:20.101 --> 19:22.841 So they've got a few people that they have to take care of 19:22.841 --> 19:25.406 and Facebook is very similar, Twitter is very similar, 19:25.406 --> 19:27.403 they've got two or three people on their teams, 19:27.403 --> 19:29.331 so they're very, very short-staffed. 19:29.331 --> 19:30.712 So like I said we engage with them 19:30.712 --> 19:32.837 on a pretty regular basis and ask them 19:32.837 --> 19:35.937 the tough questions that you guys ask us all the time. 19:35.937 --> 19:39.071 So we try and stay on top of those things, 19:39.071 --> 19:40.441 and then just kind of along that same vein, 19:40.441 --> 19:42.926 Facebook, Twitter, Instagram, Snapchat, 19:42.926 --> 19:44.482 they all have blogs. 19:44.482 --> 19:46.432 I don't know if you all follow all of those companies 19:46.432 --> 19:49.288 on their individual social media platforms 19:49.288 --> 19:51.657 but every single one of them have blogs, 19:51.657 --> 19:54.873 they've got contractors and out-sourced people 19:54.873 --> 19:57.566 writing for them and there's a number of organizations 19:57.566 --> 19:59.516 that put up content on a regular basis 19:59.516 --> 20:02.766 on Twitter and what-not from Hootsuite, 20:03.603 --> 20:05.147 Social Media Today, places like that 20:05.147 --> 20:07.179 so if you're looking for best practices 20:07.179 --> 20:08.328 you don't have to look far. 20:08.328 --> 20:09.548 Just follow some of these companies 20:09.548 --> 20:11.568 who are putting information out there. 20:11.568 --> 20:15.527 I mean I guess continuity that you'll start seeing 20:15.527 --> 20:19.694 as far as best practices it won't take very long, so. 20:22.663 --> 20:24.652 - Not a question Andrea, I just wanted to be 20:24.652 --> 20:27.328 testimony here to what she's saying. 20:27.328 --> 20:30.143 I'm Steven Miller from the Army Press at Fort Leavenworth 20:30.143 --> 20:30.976 none of you have ever heard of it 20:30.976 --> 20:33.191 it's not very sexy, it's not very appealing. 20:33.191 --> 20:36.118 But Andrea and Lieutenant Colonel Crushner 20:36.118 --> 20:37.174 I don't know if she's in the room or not, 20:37.174 --> 20:38.556 I saw her around here earlier. 20:38.556 --> 20:40.425 But her and her team over the last several months 20:40.425 --> 20:42.015 have just been invaluable and what you just said 20:42.015 --> 20:44.872 about reaching out to the social media platforms 20:44.872 --> 20:46.950 through them several times as we tried 20:46.950 --> 20:49.467 to brand and re-brand the Army press, 20:49.467 --> 20:53.426 reached out to Andrea and her team and then stuff happens. 20:53.426 --> 20:55.005 Our Facebook and Twitter stuff changes 20:55.005 --> 20:57.942 within a couple of days of reaching out to them. 20:57.942 --> 21:00.310 Also, the gentleman who asked about social media 21:00.310 --> 21:03.910 to follow just I don't work for the National Weather Service 21:03.910 --> 21:05.372 but I'm telling you the National Weather Service 21:05.372 --> 21:07.776 on Twitter is amazing, truly. 21:07.776 --> 21:09.819 I mean they take complicated stuff like storms 21:09.819 --> 21:12.736 and things and explain it, in ways, 21:12.919 --> 21:14.184 I have learned a lot from watching the 21:14.184 --> 21:17.052 National Weather Service in Kansas City, 21:17.052 --> 21:20.431 on Facebook just how they present information 21:20.431 --> 21:23.786 and explain bizarre things kind of like the Army 21:23.786 --> 21:26.473 is bizarre to folks, so I just want to say thank you 21:26.473 --> 21:29.473 for everything you have done for us. 21:32.580 --> 21:35.111 - [Voiceover] Good afternoon, thank you for being here. 21:35.111 --> 21:38.501 My name is Nikki Maxwell I'm the Public Affairs Officer 21:38.501 --> 21:42.668 for the Garrison and KwajaleinAtol Marshall Islands. 21:45.804 --> 21:48.091 Yeah I took a few planes to get here. 21:48.091 --> 21:50.174 My arms are really tired. 21:50.866 --> 21:54.533 My question is from a different perspective. 21:55.196 --> 21:58.168 We don't have a cellphone tower on our island, 21:58.168 --> 22:02.335 I actually don't own a cellphone, yeah it happens. 22:03.497 --> 22:07.330 My question is we have an incredible community 22:08.060 --> 22:12.227 with a very engaging crowd on our Garrison Facebook page, 22:13.401 --> 22:16.907 however about 40% of them who are commenting 22:16.907 --> 22:18.869 and liking and sharing our photos 22:18.869 --> 22:22.202 and our Garrison activities are actually 22:22.665 --> 22:25.603 our host nation neighbors from the local 22:25.603 --> 22:29.109 Marshallese community and neighboring islands. 22:29.109 --> 22:31.859 And several of their comments are 22:32.325 --> 22:34.992 written in Marshallese language. 22:35.181 --> 22:37.584 And we've never encountered anything negative 22:37.584 --> 22:41.084 we're always very thorough with filtering, 22:41.543 --> 22:44.608 making sure, reading through, checking the translation, 22:44.608 --> 22:47.093 making sure there's nothing inappropriate 22:47.093 --> 22:49.176 that we can't understand. 22:49.577 --> 22:52.921 My question is do you have any best practices 22:52.921 --> 22:55.858 in regards to other languages and comments 22:55.858 --> 22:57.890 from your communities for those of us 22:57.890 --> 23:00.140 who are in other countries? 23:00.259 --> 23:03.068 - Just that you're doing exactly what you should be doing. 23:03.068 --> 23:05.797 We get a phone call about once a week 23:05.797 --> 23:08.490 about all of the foreign nationals 23:08.490 --> 23:11.021 that are liking pages, commenting on pages, 23:11.021 --> 23:11.854 you know things like that. 23:11.854 --> 23:13.982 I got a phone call just last week where somebody said, 23:13.982 --> 23:15.790 "Someone liked our page and their name 23:15.790 --> 23:19.207 "is written in Arabic can I remove them?" 23:20.201 --> 23:23.383 I just want to remind everyone that we are 23:23.383 --> 23:26.550 a publicly funded organization, right? 23:26.970 --> 23:30.220 If you start removing people because of 23:31.405 --> 23:33.030 the fact that they're not on U.S. soil 23:33.030 --> 23:34.737 or they're not technically U.S. citizens, 23:34.737 --> 23:36.699 I mean some of them may be. 23:36.699 --> 23:38.859 You're starting to look at censorship there. 23:38.859 --> 23:41.715 So if they're behaving appropriately 23:41.715 --> 23:44.362 and they are not violating the Terms of Use Agreement 23:44.362 --> 23:46.603 that's on your page, you're doing 100% 23:46.603 --> 23:47.914 of what you should be doing. 23:47.914 --> 23:49.714 And part of the reason that we are 23:49.714 --> 23:52.152 a globally engaged army is because we want 23:52.152 --> 23:55.652 to maintain relationships globally, right? 23:55.914 --> 23:57.899 I mean if you have individuals on your page 23:57.899 --> 24:00.593 that are not in America, from America, whatever 24:00.593 --> 24:02.787 that kind of goes back to our mission. 24:02.787 --> 24:06.954 So as we look at maybe segregating some of the people 24:06.955 --> 24:11.111 off of our page we should definitely rethink that. 24:11.111 --> 24:13.723 - [Voiceover] We never consider segregating anything 24:13.723 --> 24:17.427 we're actually a very symbiotic relationship. 24:17.427 --> 24:20.927 Actually the Marshallese workforce make up 24:22.117 --> 24:26.200 more than 50% of our workforce on Kwajalein. 24:26.761 --> 24:30.261 So, and also to piggyback on what you said 24:31.405 --> 24:34.343 the U.S. Embassy in Majuro about 45 minutes away 24:34.343 --> 24:38.093 on a different island, the embassy Facebook page 24:38.093 --> 24:42.010 is very engaging also and involved on our page. 24:42.342 --> 24:46.498 And there's a huge Marshallese community in Arkansas 24:46.498 --> 24:50.340 if anyone in here's from Arkansas check it out. 24:50.340 --> 24:54.461 So it actually goes stateside and our stuff bounces off 24:54.461 --> 24:57.898 in Arkansas with thousands of Marshallese there who know 24:57.898 --> 25:00.092 what's going on in Kwajalein, so. 25:00.092 --> 25:00.925 - Well thanks for sharing. 25:00.925 --> 25:02.704 - [Voiceover] Thank you I just wanted to check. 25:02.704 --> 25:04.585 - I was gonna say that's a perfect example too 25:04.585 --> 25:06.977 of something that you could put up on Army.mil 25:06.977 --> 25:10.030 and share with the rest of us and then we can spread it out. 25:10.030 --> 25:11.697 So yeah, absolutely. 25:14.830 --> 25:18.379 - [Voiceover] Got a question to go into the best practices 25:18.379 --> 25:20.782 and what we were talking about earlier today of branding. 25:20.782 --> 25:23.348 And as we kind of see the branding process 25:23.348 --> 25:25.554 we definitely see an issue of every little unit 25:25.554 --> 25:29.176 every activity has their own logos and brands. 25:29.176 --> 25:31.022 And as social media as we keep growing 25:31.022 --> 25:32.241 and we're going down the road. 25:32.241 --> 25:35.658 What's your best practices looking ahead? 25:36.885 --> 25:39.370 How are we going to be careful 25:39.370 --> 25:41.953 of not diluting our Army brand? 25:42.261 --> 25:46.092 Even sorry Major just saw your Real Warriors up there 25:46.092 --> 25:49.355 what as the Army brand part of that, I didn't see it? 25:49.355 --> 25:51.804 And we keep doing that to ourselves. 25:51.804 --> 25:54.971 Is there a way ahead of best practices 25:55.475 --> 25:57.642 for the brand of the Army? 25:58.924 --> 26:00.851 - So with the Real Warriors that's a DOD. 26:00.851 --> 26:02.851 It's not Army, so, yeah. 26:04.311 --> 26:05.901 But I'll let you answer branding. 26:05.901 --> 26:08.711 - So there is an Army branding portal 26:08.711 --> 26:12.147 and there are already marketing and branding guidelines 26:12.147 --> 26:13.982 that are out there that I hope everyone 26:13.982 --> 26:16.565 is familiar with and following. 26:17.894 --> 26:22.061 Right, I know, in a perfect world that would be the case. 26:23.641 --> 26:26.370 I feel like for the longest time social media 26:26.370 --> 26:28.901 has been one of those things where people have said 26:28.901 --> 26:31.513 we need some social media, go sprinkle some social media 26:31.513 --> 26:33.800 on that and it's been an afterthought. 26:33.800 --> 26:36.076 And so, people have kind of been allowed 26:36.076 --> 26:39.059 to do what they want, they've been allowed to 26:39.059 --> 26:42.726 put up random logos that don't have anything 26:42.740 --> 26:46.083 to do with their unit that are not official. 26:46.083 --> 26:47.871 We have names that have nothing to do 26:47.871 --> 26:50.367 with the unit, they're obviously not official, 26:50.367 --> 26:51.714 which makes it very difficult for people 26:51.714 --> 26:54.381 to find your page, I might add. 26:54.733 --> 26:57.542 But I feel like, there is no guidance right now 26:57.542 --> 27:01.455 that says your page has to look this way on social media. 27:01.455 --> 27:04.346 But that also is not the case when Army.mil 27:04.346 --> 27:06.517 and websites started coming about. 27:06.517 --> 27:09.698 So eventually that may be something that our leadership 27:09.698 --> 27:13.448 decides to do, certainly from a branding perspective 27:13.448 --> 27:15.039 it is a best practice that's why the 27:15.039 --> 27:17.956 Army Marketing Brand Portal exists. 27:18.867 --> 27:20.376 So I would encourage you all, 27:20.376 --> 27:23.464 that if you all are in a leadership position 27:23.464 --> 27:25.914 or if you are talking to your leadership, 27:25.914 --> 27:29.745 that you do encourage them to standardize some things. 27:29.745 --> 27:31.580 You know putting the appropriate logo on there, 27:31.580 --> 27:33.449 or the appropriate naming convention. 27:33.449 --> 27:36.096 I've helped a number of people combine pages, 27:36.096 --> 27:39.100 change names on pages, make them so that they're 27:39.100 --> 27:40.946 a little bit more official. 27:40.946 --> 27:42.745 There are some guidelines that are out there 27:42.745 --> 27:45.102 in the social media handbook that you can look to 27:45.102 --> 27:48.935 for additional guidelines and recommendations. 27:49.259 --> 27:50.814 So there are some tools out there, 27:50.814 --> 27:54.231 but again, if you have questions call us. 27:56.039 --> 27:58.233 - [Voiceover] Hi Andrea, it's John Harlow again from Natick 27:58.233 --> 28:01.217 the home of the place where we transported soldiers 28:01.217 --> 28:04.688 from Natick to Germany on April Fools' Day. 28:04.688 --> 28:07.092 Question for you when it comes to social media. 28:07.092 --> 28:08.798 You put a lot of our stuff up there and thank you 28:08.798 --> 28:10.586 very much one of the things I'm looking at 28:10.586 --> 28:13.419 is we've link shortened our stuff, 28:13.442 --> 28:14.417 put it on our Facebook page, 28:14.417 --> 28:16.263 put it on our Twitter page. 28:16.263 --> 28:18.911 Whenever you guys put it up it's a whole different link. 28:18.911 --> 28:21.267 How can we synchronize that, should I send you guys 28:21.267 --> 28:23.555 the link so it's all one so we don't have 28:23.555 --> 28:25.308 to go to three different places looking 28:25.308 --> 28:27.142 to see how many hits, how many reads, 28:27.142 --> 28:29.383 how many likes each story has? 28:29.383 --> 28:30.800 - So, yes and no. 28:31.670 --> 28:34.352 If it's something that goes up on the Army.mil homepage 28:34.352 --> 28:36.639 that's something that we are keeping 28:36.639 --> 28:38.222 tabs on on our own. 28:38.264 --> 28:41.202 I would just say that's a coordination effort 28:41.202 --> 28:43.489 that is on a case-by-case basis. 28:43.489 --> 28:46.751 We look at the Army.mil lineup for the homepage 28:46.751 --> 28:49.189 usually around 6am every morning, 28:49.189 --> 28:51.836 but if there's something big that we know that's coming in 28:51.836 --> 28:53.543 where we're like, "Yes this is definitely something 28:53.543 --> 28:55.540 "that would resonate with the global audience," 28:55.540 --> 28:58.707 then we can wargame that as necessary. 28:59.162 --> 29:01.682 But certainly for those of you who are in the field 29:01.682 --> 29:02.947 if there's an exercise going on, 29:02.947 --> 29:04.352 if there's an event going on, 29:04.352 --> 29:05.943 if there's something that you've got 29:05.943 --> 29:07.324 a little bit of lead time that 29:07.324 --> 29:09.158 you can give us send us an email. 29:09.158 --> 29:11.318 And if you've got something that you want us to use 29:11.318 --> 29:13.768 hopefully it's not a ridiculous hashtag, 29:13.768 --> 29:16.090 but if you've got something that you want us to use 29:16.090 --> 29:20.257 nine times out of 10 we're more than willing to help. 29:23.555 --> 29:24.449 - [Voiceover] Staff Sergeant Will Reinier 29:24.449 --> 29:28.001 82nd Airborne Division, kind of moving forward 29:28.001 --> 29:30.730 what do you guys see as, what are some of the things 29:30.730 --> 29:32.982 that the Army social media is gonna be doing 29:32.982 --> 29:34.625 that is going to kind of filter down 29:34.625 --> 29:36.489 and we're gonna be able to use to build up 29:36.489 --> 29:39.055 our own units and how do we get on the same page 29:39.055 --> 29:42.972 now so that moving forward we're not opening up 29:43.630 --> 29:46.126 a ton of social media platforms that we don't need 29:46.126 --> 29:47.589 or that we're not going to use? 29:47.589 --> 29:49.586 So how do you see that way forward 29:49.586 --> 29:52.604 and everybody getting on the same page? 29:52.604 --> 29:55.901 - So again, a lot of this is based on leadership decisions 29:55.901 --> 29:57.945 and things like that but one of the things 29:57.945 --> 30:00.348 that we are looking at doing is the potential 30:00.348 --> 30:04.348 of getting some sort of like enterprise account. 30:04.632 --> 30:06.141 Where we could assist one another, 30:06.141 --> 30:08.788 view one another's content things like that. 30:08.788 --> 30:11.238 That may or may not end up being successful 30:11.238 --> 30:14.257 but we are looking at avenues like that. 30:14.257 --> 30:18.424 Obviously again, the more that we can streamline things 30:18.471 --> 30:20.422 do we need to have every company 30:20.422 --> 30:22.140 having their own page that's out there? 30:22.140 --> 30:25.484 Mr. Brady I think when you gave a presentation 30:25.484 --> 30:28.984 to somebody not too long ago your question 30:29.152 --> 30:31.765 to the audience was, "Do you need social media?" 30:31.765 --> 30:33.471 And my immediate response was, 30:33.471 --> 30:35.097 "No, not everybody needs social media." 30:35.097 --> 30:36.850 and he was like, "Yes, yes they do." 30:36.850 --> 30:38.684 But I think the difference is and what we need 30:38.684 --> 30:40.275 to make sure that we get across to everyone 30:40.275 --> 30:43.003 is that while we want all of the soldiers 30:43.003 --> 30:45.337 and all of the civilians and what-not who support 30:45.337 --> 30:48.518 the Army on social media that doesn't necessarily 30:48.518 --> 30:52.593 mean that every organization needs to be on social media. 30:52.593 --> 30:54.880 So when Under Secretary Murphy is up here 30:54.880 --> 30:57.899 and he's discussing his social media best practices 30:57.899 --> 31:00.871 the way that a person's social media account 31:00.871 --> 31:03.077 is run is far different than the way 31:03.077 --> 31:05.492 that an organizational account is run. 31:05.492 --> 31:07.280 I'm sure Mr. Black can talk to this a little bit, 31:07.280 --> 31:10.345 but there's a completely different voice 31:10.345 --> 31:14.338 that the audience that is following you expects. 31:14.338 --> 31:16.010 They expect different things from personal 31:16.010 --> 31:18.007 versus an organizational account. 31:18.007 --> 31:20.085 So some of the things that we'll look at doing 31:20.085 --> 31:21.386 a little bit further down the road 31:21.386 --> 31:23.998 hopefully is to give more of a voice 31:23.998 --> 31:26.857 to the organizational side and help you all 31:26.857 --> 31:28.494 streamline some of those efforts. 31:28.494 --> 31:30.851 So just to kind of close that out, 31:30.851 --> 31:33.626 I do think that everybody should be on social media 31:33.626 --> 31:36.238 as everyone said earlier you are our best 31:36.238 --> 31:38.932 brand ambassadors but moving forward 31:38.932 --> 31:40.801 I think we would hope to streamline 31:40.801 --> 31:43.437 some of our organizational accounts. 31:43.437 --> 31:44.830 Do you have anything you wannna? 31:44.830 --> 31:48.163 - So, as far as going into new platforms 31:50.341 --> 31:52.501 as far as the Real Warriors we had considered 31:52.501 --> 31:54.870 going into Periscope and trying to do some 31:54.870 --> 31:59.037 of our Yellow Ribbon Reintegration Program events there 31:59.757 --> 32:02.985 and we just found that we wouldn't have the following, 32:02.985 --> 32:07.068 we wouldn't be able to produce the content enough 32:08.001 --> 32:10.566 to keep a following, to keep an audience. 32:10.566 --> 32:13.504 So we decided just to not even try it. 32:13.504 --> 32:15.245 We had to do the research first to find out 32:15.245 --> 32:18.229 if our audience was there and whether our mission 32:18.229 --> 32:20.646 was even going to support it. 32:21.282 --> 32:25.115 And so we have stuck with Facebook and Twitter 32:25.857 --> 32:28.585 and YouTube basically houses our videos. 32:28.585 --> 32:31.035 And those are our money makers. 32:31.035 --> 32:32.741 And as far as getting into anything else, 32:32.741 --> 32:36.241 we've also considered Snapchat and it just 32:38.572 --> 32:40.971 the time that we would spend on it, 32:40.971 --> 32:42.515 because you're all talking about resources 32:42.515 --> 32:44.233 and we've got resources as well. 32:44.233 --> 32:48.066 I mean I have 1.75 full-time employees working 32:48.343 --> 32:51.343 on our social media so and those .75 32:52.117 --> 32:53.591 are split between two separate people. 32:53.591 --> 32:55.867 One's doing 25% the other one is doing 32:55.867 --> 32:57.655 half their time on it. 32:57.655 --> 33:01.822 So I got one dedicated person doing just social media. 33:02.717 --> 33:05.303 So, when you start looking in to going into other platforms 33:05.303 --> 33:08.077 you really need to assess whether you've got 33:08.077 --> 33:10.887 the audience there, whether your mission can support 33:10.887 --> 33:15.054 the content for that, and where it's gonna take you. 33:16.936 --> 33:18.299 You just really need to do the research 33:18.299 --> 33:19.700 before you start just jumping in. 33:19.700 --> 33:22.440 Just because it's nice, flashy, and shiny 33:22.440 --> 33:26.607 and it's all brand new doesn't mean it's good for you. 33:28.822 --> 33:31.072 I will say at the YRRPs our 33:31.806 --> 33:33.385 Yellow Ribbon Reintegration Programs 33:33.385 --> 33:36.135 we try to get the people involved 33:36.601 --> 33:40.018 we have a, I can I will campaign going on 33:40.671 --> 33:42.180 where we have signs that are made up 33:42.180 --> 33:44.990 and at the actual event we have them take pictures 33:44.990 --> 33:47.161 with the signs not only for our account 33:47.161 --> 33:49.111 but we encourage them to take the pictures 33:49.111 --> 33:52.194 on their phones and then they post it 33:52.339 --> 33:54.870 on their social media and it just helps 33:54.870 --> 33:57.471 further that even more, so if you're out doing 33:57.471 --> 34:00.698 a community event you may have some little promotion 34:00.698 --> 34:03.113 that you do there where you have your own hashtag 34:03.113 --> 34:06.085 and you're asking people to post it on their own accounts 34:06.085 --> 34:07.757 and you're furthering your audience. 34:07.757 --> 34:08.988 You're bringing them back to your brand, 34:08.988 --> 34:13.155 you're bringing them back to your channel as well. 34:13.597 --> 34:14.572 - [Voiceover] Lieutenant Colonel Doboszynski 34:14.572 --> 34:17.393 from the AMRG not a question but just 34:17.393 --> 34:19.166 kind of expand on the branding question 34:19.166 --> 34:21.988 that was brought up a little bit ago. 34:21.988 --> 34:24.147 We have a group it's two guys right now, 34:24.147 --> 34:26.144 it used to be more, but it's down to two 34:26.144 --> 34:28.227 that are the brand group. 34:28.228 --> 34:29.725 And what they do is they monitor 34:29.725 --> 34:32.698 that brand guideline and update it as necessary 34:32.698 --> 34:34.958 and they're the conduit between the agency 34:34.958 --> 34:37.965 and between making sure that the brand portal 34:37.965 --> 34:40.612 is up-to-date with up-to-date data 34:40.612 --> 34:43.631 and we just repurpose that entire website 34:43.631 --> 34:45.349 so it's a lot easier, and there's a lot of training 34:45.349 --> 34:47.218 that's out there right now on it. 34:47.218 --> 34:50.218 As per the website and social media, 34:50.690 --> 34:52.118 we know that it's important that we keep 34:52.118 --> 34:54.893 that brand accurate and it kind of sends 34:54.893 --> 34:56.808 that message across all of the platforms. 34:56.808 --> 34:58.236 We're working on trying to update 34:58.236 --> 35:01.371 that brand guideline to include not only websites, 35:01.371 --> 35:03.333 but to include the social media. 35:03.333 --> 35:05.655 It's just that it's a brand new thing for us 35:05.655 --> 35:07.211 and it's something different so we're trying 35:07.211 --> 35:08.581 to work really hard on that. 35:08.581 --> 35:09.846 But it is something that the brand group 35:09.846 --> 35:12.331 is working on in the AMRG that we will get out 35:12.331 --> 35:14.003 and once that is out it's gonna be put 35:14.003 --> 35:18.170 on that brand guidelines or the brand portal, thanks. 35:20.737 --> 35:23.737 (audience applause) 35:24.735 --> 35:27.902 - All right, let's thanks to our Major 35:28.310 --> 35:29.575 thanks Andrea appreciate it. 35:29.575 --> 35:31.889 Thank you very much, thanks a lot.