New media outlets let all Gunfighters tell Air Force story

Published June 30, 2009
By Staff Sgt. Brian Stives
366th Fighter Wing Public Affairs Office

MOUNTAIN HOME AIR FORCE BASE, Idaho -- As blogs, Facebook, MySpace, YouTube, Flickr and Twitter take over the web as many people's main news source; the Air Force has made "social media" its mission to reach out to the public via these new and emergent forms of media.

The Air Force sees these new platforms as an opportunity to reach out to the public in ways citizens and residents of the United States consider as easy and accessible forms of communication.

Blogging is now considered mainstream; bloggers often scoop reporters and upload videos, images and content. Reporters may mine blogs for information providing relevance to mainstream Web sites. As a result, Airmen bloggers are becoming Airmen journalists, propelling their work from new media to the front page of media.

"We want 330,000 people to be in Public Affairs," said Master Sgt. Brian Orban, 366th Fighter Wing Public Affairs superintendant. "Everyone has friends, peers and family and they are communicating with them online. The focus on social media represents a major cultural change for the U.S. Air Force and we don't want to get left behind. The focus on telling the Air Force story is rapidly changing."

Airmen should note that anytime they engage in social media, they are representing the Air Force, and therefore should not do anything to discredit themselves or the Air Force.

"All Airmen are on duty 24-hours a day, 365-days a year and all of their actions are subject to the Uniformed Code of Military Justice," said Lt. Col. Joseph Rarick, 366th FW command post chief and base operational security manager. "Even if Airmen state they are not representing the Air Force, other audiences may not interpret the information that way."

In general, the Air Force views personal Web sites and blogs positively, and represents the rights of Airmen to use them as a medium of self-expression - just use caution.

"What bothers us is that it allows people to get personal information," said Michael Hollinshead, 366th FW Anti Terrorism-Force Protection chief. "Just because information isn't classified, doesn't mean it can't be used against a military member or their family.

"It can be something as simple as posting, 'See you in six months,'" said Colonel Rarick.

"People need to be aware that what they post can be seen by anyone around the world," said Tech. Sgt. Kurt Volker, 366th FW AT/FP deputy chief. "These people can then use that information to harass you or your family while you are deployed. This, in turn, can make you not do your job downrange because you are worried about your family back home and can hamper the mission."

Despite the social media's potential threat to information protection, it has been proven a useful tool in streamlining media. Some Air Force public affairs offices have already taken advantage of the service, using Twitter to publicize the latest news and events happening in today's military.

"Employing social media to communicate with people outside the Air Force about the Air Force is without doubt a viable resource when done correctly and with caution," said Sergeant Orban. "Our goal is to educate our Airmen on what not to advertise to the public - especially the newer, younger techno-savvy recruits."

Guidelines for using social media
No classified information - Do not post classified or sensitive information (for example, troop movement, force size, weapons details, etc.). If in doubt, talk to your supervisor or security manager.

Replace error with fact, not argument - When you see misrepresentations made about the Air Force in social media, you may certainly use your blog, theirs, or someone else's to point out the error. Always do so with respect and with the facts. When you speak to someone with an adversarial position, make sure that what you say is factual and is not disparaging. Avoid arguments.

Admit mistakes - be the first to respond to your own mistakes. If you make an error, be up front about your mistake and correct it quickly. If you choose to modify an earlier post, make it clear that you have done so (such as by using the strikethrough function).

Use your best judgment - remember there are always consequences to what you write. If you're still unsure, and the post is about the Air Force, discuss your proposed post with your supervisor. Ultimately, however, you have sole responsibility for what you choose to post to your blog.

Don't violate privacy - Do not pass any information that would infringe upon the privacy and personal rights of others.

Avoid endorsements - Do not use the Air Force name to endorse or promote products, opinions or causes.

Stay in your lane - Discussing issues related to your AFSC or personal experiences is acceptable but do not discuss areas of expertise for which you have no background or knowledge.

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