Accession Number:



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

Descriptive Note:

Technical Report,10 Sep 2017,20 Apr 2018

Corporate Author:

NDU/Joint Forces Staff College NORFOLK United States

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Reports of Russias 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.

Subject Categories:

  • Computer Systems Management and Standards

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