SOCIAL MEDIA AND THE MILITARY

SOCIAL MEDIA AND THE MILITARY

Will Social Media Improve Transparency and Enhance Quality of Life in the Defence Services?

Ponderings of a Veteran

By

VIKRAM KARVE

SOCIAL MEDIA AND THE MILITARY

Last week, while surfing the internet, I observed that two rather unsavoury incidents pertaining to the army had gone viral on Twitter.

The first incident was a public spat between two Generals regarding seating arrangements in a cinema hall.

The second was a contretemps in AWWA (Army Wives Welfare Association).

Since these embarrassing incidents had gone viral on the social media, the mainstream media was forced to take notice and report these as news items in the electronic and print media, on TV and in newspapers, and thereby these unpleasant issues got wide publicity.

In the past, such issues would have been settled internally within the cocooned environment of military cantonments, and the outside world would never have come to know of these occurrences.

The advent of the social media (especially Twitter and Facebook) has changed everything.

Now, with the increasing proliferation and popularity of the social media, it is not possible to “hush up” matters, and organizations, including the military, have no choice but to be more transparent and engage with the social media.

POWER OF SOCIAL MEDIA

Social Media is a relatively recent phenomenon, but it has proliferated so rapidly and extensively that almost everyone is using social media tools like Facebook, Twitter etc

Owing to its instant and widespread reach, Social Media has overwhelmed the so-called “mainstream media” comprising print and electronic media.

As far as news reporting is concerned, Twitter is most impressive – Twitter is highly effective in disseminating news almost instantaneously.

Owing to Twitter’s instantaneous world-wide reach, the high speed and vast synergy of Twitter, if anyone puts a news item or news link on twitter, it can go viral within seconds by “re-tweeting” and become “trending news”.

Twitter focuses on user collaboration and facilitates sharing of user-generated content by the means of “re-tweeting”.

Twitter users can add their own comments, content, pictures, videos and internet links and thereby add value and credibility by interpretation and analysis.

Twitter has enabled everyone to become a “citizen journalist”.

You can write a news report on your blog and post the link on Twitter, or tweet a news item you have read on the internet with a clickable link, or you can instantaneously tweet a news-picture you have clicked or write a caption or a news item.

Twitter has trending topics, which can define and prioritize news and establish news trends for the Main Stream Media (MSM) to follow.

Today, because of its sheer volume and high-speed throughput of information, Twitter has the power to drive the Main Stream Media.

Owing to its instantaneous speed and tremendous reach, now-a-days the phenomenon of “Breaking News” first explodes on Twitter much before TV News Channels on the electronic media.

Twitter leads, other media follows.

Twitter has also brought about a sense of transparency in news reporting.

Twitter has thwarted attempts by the Mainstream Media (MSM) to suppress, “censor”, ignore, downplay, whitewash, manipulate or misreport news.

In many cases, efforts to present news in a biased, distorted or skewed manner have been exposed owing to the first-hand reporting of news on Twitter by citizens.

Main Stream Media (MSM) cannot afford to ignore Twitter unless it wants to be isolated and lose credibility.

The huge presence of Journalists, Electronic and Print Media Organizations on Twitter bears testimony to the relevance, importance and power of Twitter.

In addition to Twitter, Facebook is also very influential in information proliferation and shaping of public opinion.

CANTONMENT CULTURE

In the past, as far as “peacetime soldiering” was concerned, the military remained cocooned in cantonments.

Maybe, cantonments are a relic of the Raj, where the military was expected to live a colonial social lifestyle in a world of its own, far away from the “natives” with whom the “sahibs” were not supposed to mingle.

This “cantonment culture” was prevalent mostly in the army which lived in its own insulated world of cantonment life totally cut off from the outside world.

In contrast, most of the navy was located in the heart of Mumbai (then called Bombay), and naval officers lived all over South Mumbai along with civilians – in fact, the navy wardroom (officers mess) was located in a building called “Vasant Sagar” in Churchgate off Marine Drive in a posh civilian locality.

That is why, in earlier days, there was a huge difference between the social life and cultures of the navy and army, but, in due course, the navy too started building its own secluded “cantonments” and adopting army style “cantonment culture”.

The military led a secluded cosseted life revolving around the facilities and amenities in the cantonment, and outsiders did not know what was going on inside.

Those days even the media treated the military like a “sacred cow” and did not interfere and nor did journalists try to pry into internal affairs of military cantonments.

If there were any issues, they were sorted out internally, away from the eyes of outside civilian world.

Thus, there was a sense of opaqueness about military matters.

It was not that scandals did not take place in the past, but since it was possible to brush things under the carpet, cover up or “hush up” embarrassing issues internally, the outside world was not aware of the goings on inside the military cantonments.

The advent of the social media (especially Twitter and Facebook) has changed everything.

Incidents in cantonments, which, in earlier times, would have remained internal issues, went viral on the social media which forced the mainstream media to take notice and report them extensively, and thereby these issues got wide publicity.

MILITARY AND SOCIAL MEDIA

Social Media is a present day reality which cannot be ignored by the military.

In fact, it will not be beneficial for the armed forces to ignore the social media, especially Twitter.

In today’s information technology driven world, avoiding the social media may be counterproductive.

Whenever an issue pertaining to the military goes viral on the social media, if the military does not tell its side of the story on the social media, people start believing whatever is being reported on the social media (Twitter, Facebook etc) and the absence of authentic information leads to speculation and rumours.

In such situations, the military must tell its side of the story truthfully and it must do this with promptness and accuracy.

In order to achieve this, military public relations must have an active presence on the social media, especially on Twitter.

Like the MEA PRO is doing, the Defence PRO must be more visible and articulate on the social media (especially Twitter) in order to ensure balance, fairness, credibility and transparency of news, views and issues pertaining to the military.

You will be surprised, but there is a rather “antiquated” school of thought, that believes in antediluvian solutions like “banning” social media in the military.

While there is justification for reasonable restrictions on the use of social media by uniformed personnel, extreme steps like prohibiting use of social media may be highly unpopular, especially amongst youngsters for whom things like Facebook, Twitter, Whatsapp etc have become an inseparable part of their life.

(As it is, the military is facing a shortage of officers and such extreme steps like banning social media may discourage many youngsters from signing up)

Let us assume, hypothetically, that the military decides to prohibit uniformed officers and personnel from using the social media.

But can the military impose such “bans” on wives (and families) of military officers and personnel?

Military wives are civilians and are not subject to the restrictions under the army, navy or air force acts.

I mentioned earlier that Twitter has enabled everyone to become a “citizen journalist”.

Likewise, in the context of cantonments too, social media, especially Twitter, has enabled every military wife to be a “citizen journalist”.

So, suppose an incident or scandal happens in the social life of the cantonment (like the AWWA squabble mentioned above), just one tweet from a wife is enough to make it known to the whole world, and the “news” can even go viral by repeated re-tweeting.

Such is the power of the social media that it is not possible to “hush up” inconvenient matters, or “cover up” scams and scandals (which it was quite easy to do in earlier times).


THE WAY AHEAD

I feel that it will be best for the military to actively engage with the social media and make its presence felt on Twitter and Facebook which will enable effective interactive communication and usher in a sense of transparency.

The Army does have a presence on Twitter ( @adgpi ) and Facebook (https://www.facebook.com/Indianarmy.adgpi) and regularly posts interesting information and pictures about army events and informative tidbits from military history, but it seems to be “one way traffic” – they need to actively engage and interact with servicemen and civilian citizens in order effectively articulate and discuss pertinent various issues, and to build up a social network.

The Navy PRO had opened a Twitter Account ( @INSpokesperson ) last year, but now it seems to be defunct, and so seems the case with the Air Force Twitter Account ( @IAFIndia )

The Defence Services need to use the social media effectively to interact with the tech-savvy youth to exchange recruitment information and discuss various aspects about a career in the army navy and airforce. 

Effective “two way communication” between the defence services and the civilian youth may motivate many bright youngsters to take up a career in the armed forces.

I feel that various support organisations need to use the social media by active presence on Facebook and Twitter to effectively interact with their “Fauji customers” (serving, retired and families):

1. Defence Accounts and Pay Offices ( PCDA, CDA, Naval Pay Office etc )

2. Military Veteran and Ex-Servicemen Welfare Organisations ( ECHS, DESW MoD, DGR, DESA/NHQ etc)

3. Defence Facility Providers like Health Care (DGMS, Military Hospitals), Defence Canteen Services (CSD, INCS etc), Defence Housing Organisations (AWHO, AFNHB), Institutes and Clubs, Holiday Homes etc 

4. Military Social Networks, Forums and Interest Groups (eg Regimental/Branch, Military Hobby and Sports Groups etc)

5. Social and Family Welfare Organisations/NGOs like Army Wives Welfare Association (AWWA), Navy Wives Welfare Association (NWWA), Air Force Wives Welfare Association (AFWWA) to enable barrierless interaction, seamless communication and exchange of views within members of these welfare organisations.

The possibilities are endless.

The social media is easily accessible and available to all free of cost and affords enormous opportunities.

Now it is for the military to use its ingenuity to take full advantage of the social media in an innovative manner for maximum benefit of all stakeholders.

VIKRAM KARVE

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Disclaimer:

1. This blog post is a spoof, just for fun and humor, no offence is meant to anyone, so take it with a pinch of salt and have a laugh.

2. These are my personal views, to be taken lightly. 

3. All stories in this blog are a work of fiction. Events, Places, Settings and Incidents narrated in the story are a figment of my imagination. The characters do not exist and are purely imaginary. Any resemblance to persons, living or dead, is purely coincidental.

Copyright Notice:

No part of this Blog may be reproduced or utilized in any form or by any means, electronic or mechanical including photocopying or by any information storage and retrieval system, without permission in writing from the Blog Author Vikram Karve who holds the copyright.

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IS NAVY LOSING THE MEDIA BATTLE?

IS NAVY LOSING THE MEDIA BATTLE?

Ramblings of a Retired Mind

By

VIKRAM KARVE

There are many sides to a story.

For example, take the recent navy submarine mishap, preceded by a number of accidents/incidents in the navy during the trauma-filled recent past, which culminated in the resignation of the navy chief Admiral DK Joshi on moral grounds.

There are many versions of the submarine mishap story, mostly speculative, doing the rounds of the mainstream media (Print and TV), on the social media (Twitter and Facebook) and on the internet.

But the most important version of the story is missing.

The navy version – the credible version – is not available anywhere.

The main protagonist, the navy, is not interacting with the media, print, electronic or social, and the navy is not telling its side of the story.

All sorts of news reports and conjectures are being bandied about in the media and there is no response from the navy. 

There was a similar situation during the so-called Wife Swapping Scandals in the Navy last year when Navy Public Relations (PR) remained conspicuous by its silence resulting in people believing whatever scuttlebutt was projected by the media.

This “Media Shyness” is not helping the navy’s image.

It is baffling as to why Navy Public Relations Officer (PRO) is reluctant to appear before the media to tell the navy’s side of the story, discuss the navy’s point of view and present the true facts pertaining to the mishap before the public.

Due to the woeful lack of navy public relations effort, people are hearing various speculative and opinionated versions of the story.

In the absence of a credible version from the navy, people have no choice but to start believing the scuttlebutt that is presented to them.

Total silence on the part of the navy is creating a widening information gap.

Such information gaps create a scope for confusion, speculation, rumours and wild “kite flying” by all and sundry which can damage the reputation of the navy.

During this entire hullabaloo, the Navy Public Relations (PR) remains conspicuous by its silence.

Since the Navy does not tell its side of the story, in the absence of authentic information, people start believing whatever is reported in the media which is mostly hearsay, gossip, unfounded information and unconfirmed reports.

Most of the media reports are quite unfavorable to the navy and this is adversely affecting the image of the navy.

Perception matters.

It is high time that Navy PR stops running away from the media and takes positive steps to restore the good reputation of the navy in the eyes of all stakeholders.

As far as the current mishaps are concerned, in order to repair the damage done to the good image of the navy by such controversies, there is an urgent need for Navy PROs to interact with the media, appear on TV and, if necessary, take part in debates and discussions and effectively communicate the authentic facts in a credible manner.

We see only retired officers and “expert commentators” appearing on TV debates giving their opinionated views based on half-baked information.

Many commentators seem highly biased and, at times, they tend to run down and vilify the navy.

But the Navy PRO is conspicuous by his absence and there is no one to rebut the fallacious and disparaging remarks made sometimes by various participants during TV discussions.

The saying “Silence is Golden” does not apply to Public Relations (PR).

In Public Relations – SILENCE IS NOT GOLDEN

The Navy must tell its side of the story truthfully and it must do this with promptness and accuracy.

Navy PR must engage with the media in order to ensure that the media reports such news in a balanced, fair, credible and transparent manner after hearing all sides of the story.

There is an urgent need for Navy PR to be more visible and articulate.

Navy Public Relations Officers (PRO) must appear on TV Channels promptly without delay the moment any news pertaining to the navy is reported and the PRO must give the Navy version of the incident.

This will help the truth to be established and obviate speculation, gossip, scuttlebutt and rumours.

There is a vital need for Navy PR to optimally utilize the Social Media, especially Twitter, which is highly effective in disseminating news almost instantaneously.

Navy PROs must make their presence actively felt on Twitter.

Alertness in monitoring news of interest and prompt response on Twitter is a highly effective public relations strategy.

This will help project the navy point of view effectively.

In today’s technology driven world, it does not pay dividends for an organization to be media-shy.

Being media-shy, and not telling the navy’s version of events, is damaging the reputation and image of the Navy, as people believe other versions which may be sensationalized, exaggerated, unflattering, misleading, or even untrue.

Today, the media is alert and quick to report any news.

There is a rat race in the media to be the first in reporting sensational “Breaking News”.

In addition to the print and electronic media, social media like Twitter and Facebook, owing to instantaneous speed and tremendous reach, has a huge power to affect your reputation in a split second with devastating effect.

In these modern circumstances, whenever there is negative, scandalous or sensational media coverage, orthodox PR strategies like “being in Denial Mode” or “burying your head in the sand like an ostrich” or “mouthing inane platitudes” may be counterproductive and may result in tarnishing reputation of the navy.

As I have said earlier, there is an imperative need for Navy PR to effectively engage the media and be speedy, visible and articulate.

The media has made rapid strides incorporating the latest in information technology, but Navy PR seems to be rooted in the distant past.

In fact, Navy PR seems to have become defunct.

Navy PR must ensure that, in addition to the PRO, senior naval officers are visible in the media and articulate the navy’s point of view.

We hope that the Navy PR rejuvenates itself to achieve Synergistic Public Relations.

Proactive Navy PR will help uphold the good image of the Navy.

Responsive Public Relations are imperative to enhance the image, morale, reputation and prestige of the Navy.

There is an urgent need to improve media management by the navy, and other defence services, army and air force too.

In conclusion, here is quote, maybe apocryphal, made by the late General K Sundarji, a distinguished former Army Chief, at a media seminar at Delhi:

“When commanders fail to respond to the media, the field is left open to the critics of the armed forces, then speculation and misleading stories abound”

VIKRAM KARVE

Copyright © Vikram Karve 

Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work. 

© vikram karve., all rights reserved.

Disclaimer:

All stories in this blog are a work of fiction. The characters do not exist and are purely imaginary. Any resemblance to persons, living or dead, is purely coincidental.

NB:

No part of this Blog may be reproduced or utilized in any form or by any means, electronic or mechanical including photocopying or by any information storage and retrieval system, without permission in writing from the Blog Author Vikram Karve who holds the copyright.

Copyright © Vikram Karve (all rights reserved)

© vikram karve., all rights reserved.

WHY DO MEDIA AND CITIZENS IGNORE THE MILITARY ?

LOPSIDED MEDIA COVERAGE of MILITARY MATTERS

Musings

By

VIKRAM KARVE

I have before me the Sunday Edition of The Times of India (Sunday Times) [November 17, Pune Edition].

The top banner headline, covering almost two-thirds of the first page of the newspaper is devoted to the incomparable cricketing icon Sachin Tendulkar, and rightly so, since he retired yesterday after a fantastic cricketing career and was conferred the nation’s highest civilian honour – The Bharat Ratna.

The rest of the first page is occupied by other main headlines pertaining to the weather in Pune, other miscellaneous news items, the News Digest column and an almost quarter-page colour advertisement.

Tucked away in an insignificant tiny slot, towards the bottom of Page 1, there is a brief news item comprising a few lines about the commissioning of Air Craft carrier INS Vikramaditya into the Indian Navy (The full report has been banished to page 9 of the newspaper).

It seems that the newspaper does not think this military event is of sufficiently high significance to merit a bigger headline or prominent place.

I noticed the same thing on TV yesterday where it was Sachin Tendulkar dominating the news all over throughout the day (and rightly so, for his spectacular achievements do deserve all the adulation).

But is it proper for the electronic media to almost ignore the news of INS Vikramaditya – I did not see any TV channel covering live the commissioning ceremony of the warship.

I am a fan of Sachin Tendulkar and he fully deserves the prominence given by the media for his magnificent contribution to the nation throughout his glorious cricketing career.

But is it fair to ignore an important military event like commissioning of an Aircraft Carrier which has a significant bearing on India’s defence capabilities?

I agree that in today’s world, as far as citizens and media are concerned, sportsmen are given much more importance than soldiers.

But tell me, God Forbid, if there is a war tomorrow – do citizens and media expect sportsmen to pick up their sporting gear (cricket bats, hockey sticks et al) and rush to the battlefield to fight the enemy?

By the way, I once saw on TV that Sachin Tendulkar was conferred the Honorary Rank of Group Captain in the Indian Air Force and I am sure he will agree that the citizens and media ought not to totally ignore the soldier, sailor and airman and they must not treat military news as insignificant.

It seems that today’s media in India is obsessed with cricket and politics.

As far as matters military are concerned, the media neither thoroughly covers them nor has in-depth knowledge of defence subjects.

The citizens too are not very interested in security matters, despite the fact that we have one of the largest armed forces in the world and spend a huge amount of money on defence.

I hope the media introspects on this and gives balanced coverage to news pertaining to military matters and the armed forces and the citizens too evince take more interest in defence issues.

As an afterthought, a question arose in my mind:

Eminent persons from almost all fields have been awarded the Bharat Ratna – Freedom Fighters, Politicians, Social Reformers, Academicians, Artists, Sportsmen, Scientists, Businessmen, persons from other fields too.

But has any eminent military personality been awarded the Bharat Ratna?

REPUTATION MANAGEMENT MADE SIMPLE Part 3 : SEX SCANDALS REPUTATION RISK and the MEDIA SHY NAVY - SILENCE IS NOT GOLDEN IN PUBLIC RELATIONS

REPUTATION MANAGEMENT MADE SIMPLE

Part 3

Continued from: 

Reputation Management Part 1 – You and Your Reputation

http://karvediat.blogspot.in/2013/05/reputation-management-made-simple-part.html

and

Reputation Management Part 2 – Reputation Management and Trust Deficit (An Apocryphal Story of Wife Swapping and Reputation Damage)

http://karvediat.blogspot.in/2013/05/reputation-management-made-simple-part_8.html

REPUTATION MANAGEMENT MADE SIMPLE

Part 3

SEX SCANDALS REPUTATION RISK and the MEDIA SHY NAVY

SILENCE IS NOT GOLDEN IN PUBLIC RELATIONS

Musings

By

VIKRAM KARVE

Last night, I watched with interest, on a leading TV news channel, a debate on the alleged navy sex scandals which are being reported and discussed in the media.

I was amazed to hear the astounding allegations of sexual misconduct in the navy.

The allegations seemed quite specific in nature which gave them a ring of credibility.

The two retired officers who were taking part in the debate appeared to be totally clueless about the case under discussion.

They were giving vague unconvincing answers to the allegations which were specific and lucid in nature.

Owing to their lack of precise information pertaining to the Navy Sex Scandals under discussion, the two retired officers looked quite perplexed and unprepared.

They were unable to give satisfactory replies to the allegations and kept on uttering platitudes and vague generalities.

To make matters worse, they could not give convincing answers to the questions raised by the anchor at the end of the debate.

Due to this muddled state of affairs, after viewing this debate, it would be no surprise if a viewer gets the impression that something is rotten in the navy and that the navy is attempting a cover up by trying to brush things under the carpet.

 

The navy has a large number of “stakeholders”.

There are “internal” stakeholders like those serving in the navy and their families and “external” stakeholders like those connected with and interested in the navy.

In fact, the navy belongs to the people and each and every citizen of the country is a “stakeholder” in the navy. 

The common citizens see the defence services as the last bastion of ethics, morality, fair play, integrity and discipline.

The public is proud of their defence forces.

If the reputation of the defence services is tarnished, the public feels disappointed and demoralized. 

I feel very sad that the good image of the navy is being tarnished due to such controversies, and undeservedly so, mainly because of inadequate public relations effort.

“Media Shyness” is not helping the navy’s image.

It is baffling as to why Navy Public Relation Officers (PRO) are reluctant to appear before the media to tell the navy’s side of the story, discuss the navy’s point of view and present the true facts of these alleged navy sex scandals before the public.

Due to the woeful lack of navy public relations effort, people are hearing only one side of the story.

In the absence of any other credible version, people have no choice but to start believing what is presented to them.

Total silence on the part of the navy is creating a widening information gap.

Such information gaps create a scope for confusion, speculation and rumours which can damage the reputation of the navy.

It is high time that Navy PR stops running away from the media and takes positive steps to restore the good reputation of the navy in the eyes of all stakeholders.

As far as the current alleged navy sex scandals are concerned, in order to repair the damage done to the good image of the navy by such controversies, there is an urgent need for Navy PROs to interact with the media, appear on TV and, if necessary, take part in debates and discussions and effectively communicate the authentic facts in a credible manner.

Responsive Public Relations are imperative to enhance the image, morale and prestige of the Navy.

In conclusion, here is quote, maybe apocryphal, made by the late General K Sundarji, a distinguished former Army Chief, at a media seminar at Delhi:

“When commanders fail to respond to the media, the field is left open to the critics of the armed forces, then speculation and misleading stories abound”

To be continued in Part 4 … 

VIKRAM KARVE
Copyright © Vikram Karve 2013
Vikram Karve has asserted his right under the Copyright, Designs and Patents Act 1988 to be identified as the author of this work. 
© vikram karve., all rights reserved. 

NB:

No part of this Blog may be reproduced or utilized in any form or by any means, electronic or mechanical including photocopying or by any information storage and retrieval system, without permission in writing from the Blog Author Vikram Karve who holds the copyright.

Copyright © Vikram Karve 2013. All Rights Reserved

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About Vikram Karve

A creative person with a zest for life, Vikram Karve is a retired Naval Officer turned full time writer and blogger. Educated at IIT Delhi, IIT (BHU) Varanasi, The Lawrence School Lovedale and Bishops School Pune, Vikram has published two books: COCKTAIL a collection of fiction short stories about relationships (2011) and APPETITE FOR A STROLL a book of Foodie Adventures (2008) and is currently working on his novel and a book of vignettes and an anthology of short fiction. An avid blogger, he has written a number of fiction short stories and creative non-fiction articles on a variety of topics including food, travel, philosophy, academics, technology, management, health, pet parenting, teaching stories and self help in magazines and published a large number of professional  and academic research papers in journals and edited in-house journals and magazines for many years, before the advent of blogging. Vikram has taught at a University as a Professor for 15 years and now teaches as a visiting faculty and devotes most of his time to creative writing and blogging. Vikram Karve lives in Pune India with his family and muse - his pet dog Sherry with whom he takes long walks thinking creative thoughts.

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