Social networking and new media tools are increasingly popular. Combined, they are known as Web2.0, indicating a rebirth of sorts for the Internet. They are powerful aids for communicating with large groups of people, but applying them to the military challenges the typical hierarchy and vertical lines of communication.
Facebook, unquestionably the lead social networking site, has 350 million users. This free service allows individuals and organizations to share information with large networks. The most common tool is micro blogging, or brief shared announcements. Twitter, another popular service, is used strictly for micro blogging and has attracted many celebrities and elected officials seeking to maintain contact with constituents. Other Facebook applications allow posting of videos, pictures, documents, and Web links. As information crosses personal networks, it can reach thousands in near real-time.
In early December, Medal of Honor recipient and retired Army Colonel Van T. Barfoot was ordered by his homeowners' association to remove a flagpole on his property. Their rules forbade the structure without permission. The colonel then sought approval to continue his daily, decades-long tradition of flying his flag but his request was denied. After hearing about the treatment of this American hero, people took up the cause. But they didn't march on an association meeting or hold a town rally. They turned to Facebook.
A support page created by media consultant James Andre, entitled "Let Col. Barfoot Fly the American Flag!" garnered thousands of followers, known as fans. According to Andre, "within 24 hours we were in the 5,000 fan range." Interest peaked with up to 400 new fans every hour. By the time the homeowner's association gave up their complaint six days later, Andre's page had almost 33,000 followers and was receiving 7,500 unique visitors daily.
There is no way to tell if Facebook had a direct impact on the ultimate decision in Colonel Barfoot's favor, but the overwhelming support could not have been ignored. Politicians joined the movement, and considering thousands of their constituents were involved, they could hardly disregard it.
Military leaders use Facebook also, including Master Chief Petty Officer of the Navy Rick West. On 7 December, it was reported that his page had surpassed 10,000 fans, and in his estimate, Facebook works. In a 9 December micro-blog, the MCPON observed, "Sailors or family members are asking questions, followed quickly by responses posted by petty officers and chiefs. That is exactly what we envisioned when we started this." Considering the use of Web-enabled cellular phones, the MCPON can now communicate with thousands of Sailors, worldwide, instantly, while still supporting the chain-of-command.
Another Web2.0 tool is blogging, essentially Web-based self-publication by individuals or organizations. The Naval Institute blog, begun a little more than a year ago, has had more than 700 articles and 12,000 responses. The blog was a bold move for an organization with two well-respected print magazines. According to Mary Ripley, the blog administrator, the Naval Institute "saw the need and benefits" of a blog which had "to be branded as separate but complementary" to existing media. Considering the weight of the national security topics examined, and the quality of the site's bloggers, which include Admirals Jim Stavridis, Thad Allen, and John Harvey, the effort appears to be successful, and growing.
Many commands have embraced social media. It helps them communicate with their people and responds to information "demands from the public" but "presents both opportunity and risk," as noted in the Federal Chief Information Officer's social media guidance published in September 2009. One example is the blog maintained by the USNS Comfort (T-AH-20) during Continuing Promise 2009, a humanitarian operation in the Americas. Like no other media, the blog allowed followers to keep track of the significant impact the ship and its Sailors had on the lives they touched.
Web2.0 can be confusing to the newcomer. Ms. Ripley provided a concise explanation: "Twitter is short, Facebook is about relationships, blogs are a conversation, and magazines are scholarly, in-depth pursuits. All share those characteristics but each is specialized in its method of communication." Used together, they facilitate active communication and information sharing. Done properly, they support and enhance the chain-of-command.