Social media: an amplifier for the good, the bad - and the ugly

  • Published
  • By Staff Sgt. Chad Strohmeyer
  • 35th Fighter Wing Public Affairs
MISAWA AIR BASE, Japan --  In early May, an internet video showing two Iraqi children being mocked by a soldier from Fort Wainwright, Alaska, drew news media attention and prompted an ongoing investigation by the Army.

"Military members have to understand the connection between what they do online and what they do in the real world," said Lt. Col. Don Langley, deputy director, PACAF Public Affairs. "You may think you're posting a private joke for a few friends, but the Web is a worldwide audience where the actions of a few can shape the perception of America's armed forces."

Social media tools have the potential to enhance workplace collaboration and give the public insight and understanding of their armed forces like never before. As with many new capabilities, however, there are opportunities both for success and failure. The power of the medium presents a number of serious issues, from jeopardizing lives to undermining public confidence in those who wear the uniform.

"These tools allow Airmen to communicate with today's audiences," wrote Gen. Gary North, Pacific Air Forces commander, in a memorandum to Airmen. "This affords both an unprecedented opportunity and a critical individual responsibility. We must all promote a climate of responsible public communication that encourages the positive use of the internet to enhance mission effectiveness."

PACAF Public Affairs recently released the second edition of a guidebook, "PACAF and Social Media." The document compiles guidance to help all Airmen understand what constitutes authorized or official use of social media at work, as well as expectations for off-duty activity. This and other awareness resources are available on the PACAF website, www.pacaf.af.mil.

"In most respects, the rules of the road for online communication are no different from those we've used for years with other media," said Colonel Langley.

"If an Airman is used to thinking about OPSEC and professionalism before sending an email or speaking with the public, they already have the right mindset to be successful with social media. The new wrinkle is the speed and scope of impact. Inappropriate or sensitive material can reach a worldwide audience in minutes."

"If you compromise information or don't present yourself in a professional way, you can be held accountable," said Master Sgt. Thomas Parker, 35th Fighter Wing information assurance office NCO in charge.

"In the past it was mainly Public Affairs that dealt with mass audiences," according to Lt Col Wendy Sherman, PACAF Judge Advocate, Chief of Administrative Law. "That's no longer the case. Airman misconduct is sometimes locally embarrassing, but foolish choices now have a potential global reach. Sometimes, there's a fine line between irresponsible behavior and criminal behavior and, although both can subject you to disciplinary action, you cross the line into criminal misconduct at your own peril."

In 2006, an off-duty Marine in Iraq was recorded singing unflattering lyrics about a fictional gun battle with a local family. When posted online, the video sparked international criticism and reinforced negative perceptions already heightened by real-world accusations of combat misconduct. The Marine Corps called the lyrics 'inappropriate,' but did not find the video in violation of the Uniform Code of Military Justice.

"It's not posting online that gets people in trouble, it's the underlying conduct," said Colonel Sherman. "If you document and share wrongful behavior, you just may be providing evidence for the prosecution."

Three Airmen at Kunsan Air Base, Korea, discovered this the hard way in 2007 when they filmed each other tossing frogs into the engine of an F-16 and uploaded the video. The Airmen were court-martialed and found guilty of dereliction of duty.

On the other hand, first-person accounts of the challenges and rewards of military service fascinate the public, and promote understanding of a way of life few ever experience. The growing audiences for PACAF's social media outlets--a blog, Facebook page and Twitter feed--show the public is eager to learn about what it means to be an Airman. The impression they take from the Internet, however, depends on the professionalism of those who post.

General North underscored this responsibility in his policy memorandum. "Whether posting on an official or personal website, every Airman is responsible for their 'electronic conduct.' The same basic rules of engagement apply for any public forum, on or off the Internet."