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Transcript 
Lessons Learned & Examples
• Don’t hide from the potentially
negative
Closure of Mullingar Barracks
Stand Down of 4th Brigade
Stand Down of 5th Battalion
Lessons Learned & Examples
• Certain things sell
Army Rangers 2nd in Sniper Comp
Army Rangers 2nd in Sniper Comp
DF Facebook Stats
48,000 views
DF Facebook 21/11/2012
Army Rangers “Fast Rope” Video
Traditional Media Coverage
Star 20 /11/2013
Indo 26 /11/2013
Air Corps Pilot Breaks World
Marathon Record
DF Facebook 05 May 2013
93,000 views
Content is King !
Content is King !
@defenceforces tweet 31/01
Content is King !
http://youtu.be/-9aKqgZ_-BQ
Content is King !
Content is King !
Content is King !
Engagement is Queen !
Engagement is Queen !
Engagement is Queen !
Engagement is Queen !
Some things don’t work !
Dangers…
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•
•
•
•
•
•
Operational Security
Geotagging
Data Mining
Uninformed/informed users
Zombie sites = loss of credibility
Twitter spam
Family security
Take Aways
•
•
•
•
It replaces nothing but augments what’s there
Identify targets and engage on their terms
The medium is the message
By being there you can shape the agenda,
dominate the space
• Foster a culture of content creation
• Authentic and appropriate content
• Content is King; Engagement is Queen
And Finally…
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