Next-Generation Strategic Communication: Building Influence through Online Social Networking

摘要

Social networks existed long before MySpace and Facebook hit the headlines. Sociologists and researchers have used the term 'social networks' for over a century to describe complex sets of relationships between members of social systems at all levels. At its core, a social network -- whether face-to- face or web-based -- is a map of relevant ties among participants in the network. Within this social network map, individuals in a particular network may exhibit varying degrees of interconnectedness, ranging from tightly connected cliques to individuals with few connections. Nonetheless, all the individuals act as gateways to other networks. Online social networks have become technologically driven extensions of the relationships, interactions, and alliances that people establish as part of their everyday lives. Unfortunately, the Department of Defense (DoD) and its interagency partners underutilize online social networking to advance the U.S. National Strategy for Public Diplomacy and Strategic Communication. Government departments and agencies should increase their influence through social networks such as Facebook, Twitter, and blogging to support U.S. national strategy as it relates to strategic communications and the countering of messages sent by violent extremist organizations.