In his BlogWell DC presentation, the U.S. Navy's Captain, Director-Defense Media Activity Anacostia, David Werner, shares how they approached several recent, high-profile episodes where public debate manifested itself on Navy social media properties.

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2. Keeping Your Reputation AfloatwhenCrisis Comes in Waves Captain Dave Werner U.S. Navy Office of Information May 4, 2011

3. Crisis in Waves Globally engaged Navy in sea of public opinion Stages of crisis response in social media (Op Tomodachi) Snapshot of other recent waves of interest Lessons learned 3

4. Globally Engaged Navy Who’s your Navy? Who are our stakeholders & audiences? Why’s the social media experience unique to us? Nature of deployed operations and maritime environment Hierarchy-structure Lineage of life @ sea So why should you care? 4

5. Social Media Crisis Response Stages *EVENT OCCURS* Stage 1: Confirm Announcement of event Stage 2: Standby Immediate (future) threat warnings Stage 3: Engage Navy assets tasked & begin response Stage 4: Sustain Information updates & responsiveness to publics General audiences Navy family members 5

7. Commands directly affected first to post

8. Early posts serve as “Emergency Broadcasts”0046 Earthquake strikes Japan 0130 Yokosuka Navy posts on Facebook 0153 @CNNBRK 1stpost on Twitter 0223 Sasebo Navy posts on Facebook 0233 Hawaii Navy posts on Facebook 0244 Pacific Fleet posts on Facebook 0308 @CNN 1stpost on Twitter 0430 1st “Big Navy” media query 0456 @NavyNews posts on Twitter 0517 @US7thFleet posts on Twitter 0540 U.S. Navy posts on Facebook 0630 Navy.mil story published 0638 CNO posts on Facebook

11. New fans drawn to social media sites for the responding/affected units

14. Monitor & address

15. In-person &virtual town halls

16. Leadership out-and-about

17. Responsive on all channels“… Facebook continues to be the medium of choice for Sailors, families, and other interested parties … it is very important to have straightforward facts and figures available so that people (families) have confidence in our equipment, procedures, preparations, and demonstrate that we can sustain the effort -- which is an important strategic component to our message…” --ADM Walsh, Commander U.S. Pacific Fleet

18. 11 Value of Transparency

20. @Navynews (7.7K followers +10%)

21. Enabled Twitter & FB accounts for:

22. USS Carl Vinson

23. USS Bataan

24. USNS Comfort

25. USS Normandy

26. USS Gunston Hall

27. USS Carter Hall

31. The flat communications environment favors the bold

32. Decentralized approach improves agility and means for alignment

33. Content is KING

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