Military Review English Edition January-February 2014 | Page 14

website, or other largely rudimentary methods. If
one is lucky enough to find a social media site, the
richness of the information, character, and realness
of the unit increases exponentially.
For example, I discovered I would be joining the
16th Combat Aviation Brigade four months from
writing this essay. Upon receiving my assignment,
I did the usual inquiries, and then found their unit
Facebook site. Because pictures are worth a thousand words, I viewed a streaming book of what
the unit had already accomplished, indicators of its
morale, and the priorities for the organization. In one
week, I discovered the unit was the largest combat
aviation brigade in the Army, had just fielded the
Army’s newest Apache aircraft, had completed a
mission command systems integration exercise, and
addressed community complaints of aircraft noise.
Through this site, one can scroll through the unit’s
historical photos, familiarize with the people and
facilities of the unit, and get a sense of its climate.
Whether cognizant of it or not, the unit is already
bringing future members into their team months
ahead of arrival. Whether I knew it or not, I was also
learning the unit’s culture through its visual/virtual
artifacts and preparing a foundation for transitioning.

in person. Sometimes the best ideas come through
the safety of the network.

Where to Begin in the Virtual
World
Assuming a leader wants to enhance influence
by using social media, there are several ways to
begin. The optimal starting point is to review The
United States Army Social Media Handbook.62 The
U.S. Army Office of the Chief of Public Affairs
published version 3.1 in January 2013 and is set
to publish an update in early 2014.63 It appears to
be a one-stop shop for all questions regarding the
U.S. Army and social media use.
Contents include discussions why leaders or
units should establish a social media presence
and what different sites are available, an example
disclaimer and rules of engagement for posting on
sites, operations security considerations, guides
for using social media for crisis communications,
tips for populating a site, quick reference guides
and checklists for how to initiate a site.64
The handbook also consolidates various and
current Army policies in enclosures to ensure unit
success and regulatory compliance.

Enhancing Esprit de Corps and
Building Teams
Esprit de corps is the common spirit existing in
the members of a group and inspiring enthusiasm,
devotion, and strong regard for the honor of the
group.58 We often think of it in terms of morale and
climate, and its presence or absence affects motivation and trust.59 Leaders who set the conditions
for a positive climate are much more effective at
maintaining a high level of esprit de corps. One
way to do this is by establishing an inclusive climate, or one that integrates everyone, regardless
of differences.60 Another is by encouraging open
and candid communications.61 A social media
archive or collaboration site provides a space that
captures shared experiences and memories, which
can be key for building and maintaining esprit de
corps. By availing such social sites to the public,
leaders maximize inclusivity. By managing the
conversations on social networking sites and
reinforcing professionalism in conjunction with
psychological safety, leaders can encourage open
and candid social dialogue that may never initiate
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The United States Army Social Media Handbook.
January-February 2014 MILITARY REVIEW