Command communication: dynamic, evolving Published March 13, 2013 Minot Air Force Base Public Affairs MINOT AIR FORCE BASE, N.D. -- Team Minot's active social media program aims to reach Airmen where they live and work. Social media sites have fast become a primary communication method for many people today. With guidance from Air Force Global Strike Command, Minot has made strides to create a social media presence, tailoring the platform to fit the base's unique community and mission. "To effectively engage with Airmen, we must at least understand the way they communicate," said Chief Master Sgt. Brian Hornback, AFGSC command chief. "Social media not only serves as a way to communicate internally with our Airmen, but also as a means to tell the story of our Airmen to external audiences who themselves are actively engaged in social networks them." Since its founding, the Minot AFB Facebook page has been a resource of great value used to inform the public about the mission here. It has even served as a practical way to reach Airmen and their families within a moment's notice regarding emergency notifications, to include weather alerts and changes in Force Protection Conditions. Team Minot currently has more than 4,700 individuals who follow the base Facebook page, which is the largest followership in the command. 5th Bomb Wing Command Chief Master Sgt. Kevin Jurgella, has been a strong supporter of engaging the public through Social Media forums. He developed his own Facebook page soon after his arrival at Minot Air Force Base. "My goal at the inception of the 5th BW/CCC Facebook page was to enhance communication between 5th BW Airmen at all levels," said Jurgella. Based on the analytical capabilities inherent to Facebook, said the chief, he has noticed that one of the biggest emerging populations of users for his Facebook page was the immediate and extended family members of the Airmen stationed here. This is true for the base's Facebook page as well. "A picture goes a long way with Facebook and if the family members see their Airmen on Facebook, they're quick to let the world know about it by 'liking' it or sharing it to other pages," explained Jurgella. "Furthermore, while looking at the picture they'll often read the caption below it and learn a bit more about the mission and the outstanding work our Airmen do every day." Erik Qualman, author of Socialnomics and a professor, points out that 96 percent of millennials - typically categorized as individuals born from 1981 to 2000 - have joined a social network. This is important to Air Force communicators because 38 percent of its personnel are below the age of 26, as stated in a 2011 demographics report published by Air Force Personnel Center. Rather than only sticking to what many millenials consider an outdated mode of communication (e-mail), Team Minot has worked hard to selectively push some of the information at our disposal to our organizational social media sites in an effort to leverage this quick, efficient and highly-mobile communication vehicle, added the chief. Key points from official Air Force Guidance sent out from the Air Force Public Affairs Agency, "Navigating the Social Network," mention that in addition to staying connected with family and friends, social media is a great tool for sharing the Air Force story and the stories of Airmen with the general public. Although not the only tool in a communicator's toolbox, social media can help bridge the gap for people who aren't in close proximity to an installation or know very little about the military. Many are calling social media a fundamental shift in the way we communicate. "We don't have a choice on whether we do social media," Qualman said. "The question is how well we do it." Key Tips for Social Media Success: · Although personal and professional social media profiles are positively viewed by the Air Force, military members are 24/7 representatives of their service and should always remember they're always on the record and must represent core values; social media interactions are subject to the Uniform Code of Military Justice. · Consider how a post can be interpreted by the public. · Practice OPSEC when engaging on personal or professional social networks. · For leaders: Listen to your followers when they have questions, grievances or suggestions and engage accordingly, and also acknowledge their support. · Social media is considered an informal, conversational medium, so remember your audience and don't get wrapped around technical jargon; this is an opportunity to connect with others on a personal level and conversation should not be stifled, unless inappropriate or derogatory; replace error with fact, not argument. · Once posted, the content is out on the internet forever, even if you decide to delete it. Airmen assigned to AFGSC wings and organizations with social media accounts are encouraged to follow AFGSC senior leaders for top-level views and insight into leadership and command news. For up-to-date command and wing information, visit the following social media platforms: Minot AFB Social Media Platforms Facebook: www.facebook.com/minotaf Twitter: @MAFBPA YouTube Channel: http://www.youtube.com/user/MinotAFBPublicAffair 5th Bomb Wing Command Chief, CMSgt. Kevin J. Jurgella - Facebook: www.facebook.com/5BWCCC Air Force Global Strike Command Social Media Platforms Facebook: http://www.facebook.com/AirForceGlobalStrikeCommand Twitter: @AFGlobalStrike YouTube Channel: http://www.youtube.com/afglobalstrike Flickr: http://www.flickr.com/photos/afglobalstrike/ Lt. Gen. Jim Kowalski, AFGSC commander Twitter: @AFGSC_CC Chief Master Sgt. Brian Hornback, AFGSC command chief Twitter: @StrykeChief Maj. Gen. Stephen Wilson, 8th Air Force command Twitter: @Mighty08_CC Chief Master Sgt. Terry B. West, 8th Air Force command chief Twitter: @Mighty_8AF_CCC