by Nicole Matejic, NATO Review
Australian civil-military think tank Info Ops HQ recently published its 18 month (ongoing) investigation into Australian Foreign Fighters and Domestic Actors. This open-source intelligence investigation found that so-called Islamic State (or Daesh, al-Dawla al-Islamiyya fil Iraq wa al-Sham) run a sophisticated peer-to-peer network, which is worlds apart from the perception that ‘social media’ alone radicalises young men and women. […]
Changing hearts and minds
“Social media is about sociology and psychology more than technology” — Brian Solis
Western military forces – in most cases – are in fact anti-social.
There is no real intention of engagement, no replies to comments or tweets. We busy ourselves measuring likes, comments, shares, retweets and reach but the parade of shallow vanity metrics being delivered in reports as a solid return on investment does little to measure or quantify the actual strategic effect applied. In many cases, the strategic effect is unclear or absent to begin with.
Insights from Brian Solis, a digital analyst, prominent blogger, author and speaker.
This is why we continually fail to achieve little more than entertaining our social media audiences and yet wonder why hearts and minds remain unchanged.
Importantly, there are exceptions to this analysis, with a handful of nations such as Canada and Germany grasping the totality of the contemporary information environment with a sophisticated understanding of building trust and resilience within their communities and ergo, influence.
Savvy social media operators know that building a trusted brand requires dynamic content of substance that does more than entertain and broadcast. To deliver an effect, social media must tug at the heartstrings, provoke critical thinking, educate and persuade the reader or viewer.[…]
Leave a Reply