Keesler's social media 'tweets' bring higher risk and reward Published Aug. 25, 2010 By Steve Hoffmann 81Training Wing Public Affairs KEESLER AIR FORCE BASE, Miss. -- The 81st Training Wing at Keesler has joined the migration of millions of other organizations and individuals into the vast realm of the social network. Social networking sites such as Facebook and Twitter have become some of the most popular ways to connect with friends and related organizations and to both receive and broadcast "tweets" of real-time news and events. The vast majority of these "tweets" consist of the mundane minutia of a friend's whereabouts. But when an Airman deployed in Iraq or Afghanistan tweets his or her whereabouts, it's anything but minute or mundane, especially to the enemy. "Operational security is always a concern," said Staff Sgt. Kimberly Moore, 81st TRW Public Affairs. "Airman need to realize that not just their parents are looking at their Facebook page." Because of the need to balance operational security with social media's powerful communicative abilities, the Air Force has issued guidance on how to maximize its potential while minimizing the risks. In a letter to AETC personnel from the Social Media Handbook, General Lorenz states, "Whether posting on an official or personal website, every Airman is responsible for their 'electronic conduct.'" This handbook can be downloaded at www.keesler.af.mil/ shared/media/document/AFD-100618-077.doc "It's the big, wild west in cyberspace," said Jerry Taranto, 81st TRW public affairs director. "Everyone's trying to figure out what you can and cannot do." In the past, reaching audiences or potential audiences meant broadcasting a message in one direction out to the world through radio, TV, billboards and other means. Organizations assumed that their message would be heard and action would be taken. These days, social media is allowing organizations to engage in real-time, online conversation with their audience. With a million-a-minute comments and postings, information can be delivered and stories told often as they are happening. Anyone can say anything about whatever they want and the potential listening audience is huge. This can be good and bad. "What do you do if people are saying things on Facebook and Twitter about the Air Force and their operations that aren't true? Do you let it go unchecked?" Mr. Taranto asked. "People are going to say it anyway and social media isn't going away. So, in a lot of ways, you have to be in it." Social media can be a powerful recruiting tool able to reach a younger demographic. It also allows deployed Airmen separated by vast geographic distances to interact with family members and friends back home. In a recent meeting with Facebook employees, Deputy Defense Secretary William Lynn III spoke about the challenges and opportunities the Department of Defense is experiencing with social media. "Almost all information technology processes are double-edged swords," Mr. Lynn acknowledged. "They provide decided benefits, but also can be used as an avenue for attack." He went on to explain recent changes to social media policies each service had in place. "They were too static, and focused largely on blocking sites that people thought would have the most vulnerability," he said. "It didn't provide the agility you need in the information technology world to provide a truly effective defense. "DOD was losing the benefits of social media and gaining nothing on the security side," Mr. Lynn said. "So we came up with a new approach that tried to balance the need for security with the benefit of social media," he explained. This brought about the elimination of blocks on social network sites and a bolstering of network defenses. "DOD is standing up a Cyber Command that will have control of all cybersecurity activities: offense, defense and information assurance," Mr. Lynn said. "Active defense is how we will deal with the most sophisticated intrusions." "Facebook provides a place where Airmen and friends and family of Airmen can go a post a comment, good or bad," said Sergeant Moore. "It allows the Air Force to respond, to get our message heard and to tell our story." For more information on DOD social media guidelines, visit socialmedia.defense.gov. Jim Garamone, American Forces Press Service, contributed to this report.