• Don’t hide from the potentially negative

Lessons Learned & Examples

Closure of Mullingar Barracks

Stand Down of 4th Brigade

Stand Down of 5th Battalion

• Certain things sell

Lessons Learned & Examples

Army Rangers 2nd in Sniper Comp

DF Facebook 21/11/2012

DF Facebook Stats

48,000 views

Army Rangers 2nd in Sniper Comp

Army Rangers “Fast Rope” Video

Star 20 /11/2013

Indo 26 /11/2013

Traditional Media Coverage

Air Corps Pilot Breaks World

Marathon Record

DF Facebook 05 May 201393,000 views

Content is King !

Content is King !

@defenceforces tweet 31/01

Content is King !

http://youtu.be/-9aKqgZ_-BQ

Content is King !

Content is King !

Content is King !

Engagement is Queen !

Engagement is Queen !

Engagement is Queen !

Engagement is Queen !

Some things don’t work !

Dangers…

• Operational Security• Geotagging• Data Mining• Uninformed/informed users • Zombie sites = loss of credibility• Twitter spam • Family security

Take Aways

• It replaces nothing but augments what’s there• Identify targets and engage on their terms• The medium is the message• By being there you can shape the agenda,

dominate the space• Foster a culture of content creation• Authentic and appropriate content• Content is King; Engagement is Queen

And Finally…