What the U.S. Navy Can Teach You About Social Media

The head of the U.S. Navy gets social media. He doesn’t just think it’s important in some abstract way, he actually embraces and uses it as part of his job…his job as the leader of the world’s largest navy.

I know this because the transcript of the speech that Admiral Gary Roughead, Chief of Naval Operations, gave at the Institute for Public Relations Strategic Communications Summit started making its way around Twitter this week (or at least, a link to this blog). Not sure why it took so long – I have to think that everyone sitting in the audience back in June went running back their leaders proclaiming, “If the Navy can do this, so can we!” (I would have!)

The message Adm. Roughead shared has several key points that every leader should hear:

1. Social media is no longer optional. 

For whether we embrace the fundamental communications changes underway today or not, our talented young workforce not only embraces them, they know nothing else. As leaders, then, it’s not enough that we keep pace with these changes, we must lead the change.

Whether or not it’s worth your time is no longer up for debate. The answer is yes. The time is now.

2. Everyone is a communicator now.

I submit to you that in today’s media environment, as leaders – whether we recognize it or not – we are no longer simply leading a workforce of employees or, in my case, Sailors. We are leading a workforce of communicators.

Think about that for a second…how does it change the relationship you want to have with your employees? 

3. If the Navy got past security concerns, so can you. 

There were many within our organization who warned that there were too many risks to the security of our networks to allow our Sailors to participate in social networks…Those risks are real and they have to be mitigated, and that costs money. At first I didn’t know if spending the money would be worth it, but it soon became clear to me that opting out neither guaranteed security, nor served our interests in transparency, outreach, and advocacy. Rather than consider whether we could afford to participate, we came to the conclusion that we couldn’t afford not to participate.

Ensuring network security is a cost of doing business these days. (Next up: Ensuring mobile access to your network for all employees!)

4. Participating in social media can make you a better leader.

Leaders have to lead by example and be part of engaging a wide array of audiences, and they must approach it with eagerness – not defensiveness or trepidation. The key to success as a leader is to recognize that there is an opportunity – indeed an obligation – to listen to your people, to add another dimension to your awareness.

If you choose to approach social media as an opportunity to go beyond talking in order to actually connect with employees, think of what you will learn. Better listener, better leader.