Social Media Guidance – 2017

Goals

Use social media to increase awareness and understanding about NAVSUP FLC Yokosuka among members of the fleet, employees, job seekers and Navy key influencers by fostering conversation, gathering feedback and interacting with fans.

Audiences

Followers of NAVSUP FLCY come from a variety of backgrounds, but all share a common affinity for NAVSUP FLCY news and information. Audiences include:

  • Members of the U.S. Navy
  • Current and Past Employees of NAVSUP FLCY
  • Japan Maritime Self-Defense Force (JMSDF)
  • Japan Foreign National, MLC
  • Potential job candidates
  • Industry partners, Navy Supply Corps
  • Interested members of the public (Japan and U.S)
  • Media (Japan, U.S., international)

Messages

  • We are supply and logistics professionals and represent a rich tradition of military and civilian supply experts that have supported the U.S. Navy in the Asia Pacific Region for over 60 years with excellence.
  • We deliver solutions and leverage all available tools to anticipate, identify and efficiently and effectively respond to supply and logistics requirements to enable Navy combat effectiveness.
  • We are process and continuously refine our processes, accept prudent risk and ensure compliance to governing rules to support the Navy warfighter and safeguard the public.
  • We align with the CNO's “Design for Maritime Superiority,” which includes:

Integrity - We don’t take shortcuts. Our actions model ethical behavior.

Accountability - We take our role as stewards of the public trust seriously…safeguarding resources entrusted to us.

Initiative - We ACT and take prudent risk to execute our mission both efficiently and effectively.

Toughness - We demonstrate resilience never shrinking in the face of difficult challenges in order to keep our promise to the warfighters we support.

Content Guidance

Social media content should be focused on three main topic categories:

1)Fleet and customer support

2)Community relations

3)Engagement with Japan Maritime Self-Defense Force

Considerations before posting content to the NAVSUP FLCY Facebook page:

  • Does the content show what we are doing for the fleet? For the community? With JMSDF? For Supply Corps?
  • Think external. Think PR. Would you consider doing a press release on this content? Pitch it to the media? Write an external article? Is the post brief and conversational?

Social Media Principles

Responsiveness: Social media, even more so than traditional media, requires responsiveness on the part of the organization and administrators. Answer questions. Acknowledge concerns. Thank people who offer suggestions. This is a two-way medium and you are collaborating with your audience to build content.

Transparency: In social media, there is more than an expectation of transparency -- there is a demand for it. Attempts to hide embarrassing information or avoid unpleasant topics will not only be ineffective, it will likely be counter-productive and draw more attention. People will find out.

Timeliness: One of the key benefits of social media is the ability to quickly share timely and relevant information to a broad audience. News or information should be shared in as close to real-time as possible and should at the least be posted or tweeted within 48 hours of the event/announcement/etc.

Consistency: Stakeholders using social media will quickly go elsewhere to meet their information needs if you are inconsistent with your participation. Decide how much time you will dedicate to your social media effort and stick to it. A burst of activity will be wasted if it is followed by a long period of absence.

Sincerity: Be yourself and be genuine. Social media is conversational, and it is appropriate to show some personality, even in an official capacity. You do not need to be a disembodied voice of the organization. A post or tweet should not read like a press release.

Simplicity: Keep your postings simple. While your page is primarily business to you, remember that your viewers are there for other reasons. No one enjoys wading through long and complicated postings.

Positive attitude: Just like in interpersonal relationships, people using social media want to interact with others who help create solutions, not problems.

Respect: Social media is a flat environment. You and your organization are not above the collective or individuals. Respect others' opinions, even when you don't agree with them.

Variety: Mix it up and keep fans interested! Post photos, links, questions, events, discussions and videos, and vary them.

CONTENT TO INCLUDE / CONTENT TO AVOID
  • High level initiatives, projects and specifically HOW they are impacting the Navy or the fleet
  • Coverage of large industry events- make it interesting!
  • Ship visits, photos of NAVSUP FLCY interacting with the fleet (action photos)
  • Community outreach events, NAVSUP FLCY interacting with local community and JMSDF
  • Only the highest level visits (ex: CNO, MCPON, SECNAV) and WHY they are important
  • Interactive questions
  • Recognition of important national holidays and/or anniversaries (Veterans Day, anniversary of Pearl Harbor, etc.)
  • Awards for Sailor of the Year and Sailor of the Quarter
  • Change of Commands
  • External events- using engaging ways to share content (posts, photos, videos)
  • “Cool” events and JMSDF efforts with U.S. Navy
  • Informal but interesting/engaging captions to photos. Do not use formal VIRIN and Navy.mil-style caption on Facebook.
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  • Any content that is INTERNAL in focus
  • Any messaging or posts that sound formal like a press release or official statement
  • Grip n’ Grin photos, unless VIP
  • Internal or personal awards, EXCEPT Sailor of the Year/Quarter, significant personal awards such as the Medal of Honor or high honors.
  • Events on campus that appeal to a narrow audience or that have an internal focus (ex: All Hands meetings)
  • Individual Navy promotions (if you must include something as high level as a commissioning, present it in a way that is big Navy; a way that demonstrates that the Navy is full of opportunity. Not so personal, congratulations to ‘so and so’)
  • Mention or congratulations to leadership or any individual employee for pursing an advanced degree or MBA.
  • VIRINs and formal captions to photos. Embed the VIRIN; do not make it visible.

References

Page administrators should familiarize themselves with the following documents and sites before posting to anyNAVSUP FLC Yokosukasocial media platform:

  • CHINFO Social Media Education and Training:
  • OSD Memo Social Media Guidance:
  • Social Media Review How-To, “Who’s that following you?” Part I & 2:
  • Social Networking Cyber SecurityAwareness Briefing: