Operationalizing Social Media: A Method For Incorporating Social Media In Department Of Defense Plans

Abstract

Reports of Russia's utilization of social media to influence the 2016 U.S. presidential elections demonstrated the power of social media. They also revealed that the U.S. is behind its adversaries in effective use of social media to influence targeted audiences and help set conditions for future operations. This thesis will examine factors of influence on social media networks and provide strategies for incorporating social media in operational plans. Before assessing potential strategies, the paper will define the social media environment and look at some principles marketers use to exert influence over consumers. Next, it will assess four case studies, two from business and two from adversaries. Finally, from the lessons learned in both marketing and adversarial actions, the paper will develop and demonstrate methods for incorporating social media through the Joint Planning Process using an operational example.

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Document Details

Document Type
Technical Report
Publication Date
Apr 20, 2018
Accession Number
AD1050895

Entities

People

  • Brett A. Allison

Tags

Communities of Interest

  • Cyber
  • Energy and Power Technologies
  • Engineered Resilient Systems
  • Space

DTIC Thesaurus Topics

  • Case Studies
  • Commerce
  • Computers
  • Department Of Defense
  • Information Operations
  • Internet
  • Lessons Learned
  • Military Science
  • Mobile Phones
  • National Governments
  • National Security
  • Social Media
  • Social Networking Services
  • Social Networks
  • Terrorists
  • Unified Combatant Commands
  • Warfare

Readers

  • Agent-Based Social Robotics and Mobile-Assisted Learning in Virtual Environments.
  • Strategic Security Studies
  • Systems Analysis and Design