Social Media, PR and Information Warfare
Post on 12-Apr-2017
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@NicoleMatejic
Information Warfare& THE WEAPONISATION OF SOCIAL MEDIA
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We’re in PR …so what?
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The new terrorists are just as comfortable in cyber space as they are handling weapons & explosives.”“
H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
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The new threats we face have a significant new dimension… they include sophisticated propaganda & disinformation.
“
”H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
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Rarely have we had to deal with such well-financedwell-orchestratedslick & unrelentinginformation & media campaigns.”
“
H.E. Deputy Director General Ambassador Alexander Vershbow, NATO 2015
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The modern battlefield is not in Iraq or Afghanistan…
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The modern battlefield is not in Iraq or Afghanistan…
it’s in your hand.
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MEDIA FRAMING
INFLUENCES
Citizen Journalists.Mainstream media coverage is generated direct from social media content.
Truth vs Reality.The online narrative is dominated by who has the best SEO.
Armchair Commentators.Keyboard warriors.Celebrity culture.
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Online narratives create offline perceptions that fuel real world actions.
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No tolerance for buzzwords & bullshit.Audiences are fatigued by clickbait headlines.
People readily believe misinformation.Promulgation of facts to influence is now harder than ever.
The clickbait economy dominates newsfeeds. Audiences are fatigued and disillusioned - but they’re still clicking …
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Social media doesn’t tell us what to think…
~ anon
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Social media doesn’t tell us what to think…
~ anon
It tells us what to think about.
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Content Marketing is weaponised storytelling. “
”~ Chris Brogan
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WEAPONISEDCONTENT
Behavioural based advertising. The sneaky psychology of marketing & advertising.
Targeting & retargeting.Converting window shoppers into buyers.
API and amplification. Content you like follows you around the web.
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Social media is about sociology and psychology more than technology.
“”~ Brian Solis
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source: Pinterest
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THE SOCIAL & ONLINE
INFLUENCE LANDSCAPE
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1THE
SOCIAL & ONLINE
INFLUENCE LANDSCAPE
Governments.Are in the business of retaining power.
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12THE
SOCIAL & ONLINE
INFLUENCE LANDSCAPE
Governments.Are in the business of retaining power.
Terrorists.Are in the business of selling an ideology.
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THE SOCIAL & ONLINE
INFLUENCE LANDSCAPE
Governments.Are in the business of retaining power.
Terrorists.Are in the business of selling an ideology.
The Media. Are in the business of selling news.
@NicoleMatejic
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THE SOCIAL & ONLINE
INFLUENCE LANDSCAPE
Governments.Are in the business of retaining power.
Terrorists.Are in the business of selling an ideology.
The Media. Are in the business of selling news.
4Citizens. Are in the business of survival
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What does this mean for the PR professional?
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TELL YOUR OWN STORY… OR SOMEONE
ELSE WILL
Cultivate a village of support.
Start and be open to conversations that matter to your audience at critical times.
Think content.
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Marketing is no longer about the stuff that you make, but about the stories that you tell.
“” ~ Seth Godin
Understanding Big datain a semiotic context is now critical.
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Publicly facing social media content
Social data
Thesocial
icebergmedia
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Volume
TRADITIONAL BIG DATA
Veracity
Velocity
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Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Veracity
Velocity
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Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
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Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
Strategic Elements
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Volume
TRADITIONAL BIG DATA MEANINGFUL BIG DATA
Variety
Veracity
Velocity
Strategic Elements
Spatial Identity
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SOCIAL DATA INTELLIGENCE
REAL TIME SENTIMENT ANALYSISEARLYWARNINGINDICATORS
MAP RISK FOR STRATEGIC PREPAREDNESS
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This war is about winning
hearts and minds.
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