MALMSTROM AIR FORCE BASE, Mont. -- Air Force Global Strike Command's active social media program aims to reach Airmen where they live and work, according to command officials, who noted this is the primary communication method for many people today.
The command has made strides to create a social media presence and has empowered the wings to do the same, tailoring each platform to their own unique communities and mission.
"To effectively engage with Airmen, we must at least understand the way they communicate," said Chief Master Sgt. Brian Hornback, AFGSC command chief. "Social media not only serves as a way to communicate internally with our Airmen, but also as a means to tell the story of our Airmen to external audiences who are actively engaged in social networks themselves."
Malmstrom Air Force Base has three social media outlets available to the internet-savvy audiences. Currently, the 341st Missile Wing Public Affairs Office maintains an official Wing Facebook page, Twitter page and YouTube account. While the YouTube account features videos produced by the PA shop, it also allows people to view the base's local broadcast, "Mission Malmstrom," at any time.
The Official Malmstrom AFB Facebook and Twitter pages offer a range of activities for their "fans" and "followers." They offer links to stories published weekly in the base newspaper, a "caption this" activity, Malmstrom history blurbs and other activities.
In his book Socialnomics, Erik Qualman, keynote speaker and professor, points out that 96 percent of millennials - typically categorized as individuals born from 1981 to 2000 - have joined a social network. This is important to Air Force communicators because 38% of the service is below the age of 26, as stated in a 2011 demographics report published by Air Force Personnel Center.
Key points from official Air Force Guidance sent out from the Air Force Public Affairs Agency, "Navigating the Social Network," mention that in addition to staying connected with family and friends, social media is a great tool for sharing the Air Force story and the stories of Airmen with the general public.
Although not the only tool in a communicator's toolbox, social media can help bridge the gap for people who aren't in close proximity to an installation or know very little about the military.
Many are calling social media a fundamental shift in the way we communicate.
"We don't have a choice on whether we do social media," Qualman said. "The question is how well we do it."
Key Tips for Social Media Success:
· Although personal and professional social media profiles are positively viewed by the Air Force, military members are 24/7 representatives of their service and should always remember they're always on the record and must represent core values; social media interactions are subject to the Uniform Code of Military Justice.
· Consider how a post can be interpreted by the public.
· Practice OPSEC when engaging on personal or professional social networks.
· For leaders, listen to your followers when they have questions, grievances or suggestions and engage accordingly, and also acknowledge their support.
· Social media is considered an informal, conversational medium, so remember your audience and don't get wrapped around technical jargon; this is an opportunity to connect with others on a personal level and conversation should not be stifled, unless inappropriate or derogatory; replace error with fact, not argument.
· Once posted, the content is out on the internet forever, even if you decide to delete it.
Airmen assigned to Malmstrom Air Force Base are encouraged to follow AFGSC senior leaders for top-level views and insight into leadership and command news.