Social Media in Crisis Communications with Captain David Werner, Assistant Chief of Information for Communication Integration & Strategy at the US Navy Office of Information.
Social media shifts marketing from controlled, one-way communications into collaborative, intimate dialogues with -- and among -- constituents. The strategies, tools, rules of engagement, and metrics present marketing and digital professionals with a series of challenges that are best distilled into one question: "What do I do now?"
Captain David Werner
Captain Dave Werner was on a frigate in the Persian Gulf when Iraq invaded Kuwait. More recently he was the Media Operations Watch Chief at Multinational Forces Iraq in Baghdad during the summer surge of 2007. Through these and more than a dozen other assignments over twenty years, he's watched the information landscape -- and the government's ability to remain responsive on it -- transform.
Assigned to the Navy's Office of Information in the Pentagon as the Assistant Chief of Information for Communication Integration and Strategy, he's helped shape and lead the service's social media strategy in remaining responsive, relevant and credible.
Captain David Werner, assistant chief of information for the U.S. Navy, recounts how a tweet caused the Navy to rethink its antiquated communication strategy. "We still have our minds wrapped around 1992 technology," Werner explains, describing how the Navy's Twitter account was more up to date than internal briefings after the Haiti earthquake.