A Commander's Strategy for Social Media

Abstract : In 1931, General MacArthur could not have imagined many of the forms of warfare that would be used just a few years later during World War II. He understood, however, that changes in methods and weapons could alter the nature of conflict. Just as machine guns, tanks, and aircraft changed the nature of conflicts, so did the telegraph, radio, television, and eventually the Internet. The advances today in the information world, specifically with the advent of social media and new media, may prove as profound as any of these inventions. We must therefore observe and adjust our information strategies in order not to go under. One of the challenges that commanders now face is to develop strategies that recognize the shifts in the nature of warfare resulting from social media. There are already examples of militaries that have ignored the realities and have suffered. The effective use of social media may have the potential to help the Armed Forces better understand the environment in which it operates. Social media may allow more agile use of information in support of operations. Moreover, they may be harnessed to help achieve unity of effort with partners in conflict. Finding clever and innovative ways to help achieve the desired ends may be the key to success in a continuously evolving social media environment.