Bottom line ... if the US Navy - with all its layers of hierarchy and security concerns - can be moving forward on social media, so can your organization.
In addition to Andy Sernovitz' takeaways, I've highlighted a few things that stood out to me (in no particular order).
Strategic Framework: Scott calls out the Navy’s strategic framework of Listen, Plan, Engage –the same basic framework Ogilvy's Digital Influence team has used for some time [we've added a few key steps since it was first developed, like Amplify, Optimize].
You're Not Alone: The Navy’s social media challenges sound remarkably similar to many clients':
- IT security
- Policy development and implementation
- Leadership approval. As Scott says, his team builds support with Navy leadership one best case at a time. [I love this approach!]
- Weekly emails to leaders within the organization to update them on latest news, successes, challenges. Interesting - using email as a compliment to social.
- They’ve created a central online destination to house all policies, guidelines, best practices, FAQs, case studies, etc. In other words, they are removing barriers for their stakeholders to find relevant information.
- They’ve simplified their entire social media policy down to one pithy phrase that immediately makes sense … Loose Tweets Sink Fleets. Brilliantly telegraphic and simple.