Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on...

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Engaging Military Families on Social Media This material is based upon work supported by the National Institute of Food and Agriculture, U.S. Department of Agriculture, and the Office of Family Readiness Policy, U.S. Department of Defense under Award Numbers 2010-48869-20685, 2012-48755-20306, and 2014-48770-22587. https://learn.extension.org/events/2166

Transcript of Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on...

Page 1: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Engaging Military Families on Social Media

This material is based upon work supported by the National Institute of Food and Agriculture, U.S. Department of Agriculture, and the Office of Family Readiness Policy, U.S. Department of Defense under Award Numbers 2010-48869-20685, 2012-48755-20306, and 2014-48770-22587.

https://learn.extension.org/events/2166

Page 2: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Research and evidenced-basedprofessional development

through engaged online communities

www.extension.org/militaryfamilies

Sign up for webinar email notifications at www.extension.org/62831

Presenter
Presentation Notes
Coral
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Providing education and resources for professionals working with military families to build resilience and navigate life cycle transitions

On Facebook at MFLN Family Transitions

On Twitter @MFLNFT

https://www.youtube.com/user/MilFamLN

On Instagram at mflnft

Presenter
Presentation Notes
Anita
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Today’s PresentersBob BertschWeb Tech Specialist with NDSU Agriculture Communication &MFLN Network Literacy@ndbob

Bruce MoodyPublic Affairs SpecialistMilitary Community Outreach office of Military Community and Family Policy

Presenter
Presentation Notes
Anita – We are very excited to have 2 presenters with us this morning. Bob Bertsch has worked in communications, education and web technology for more than 20 years. He's currently a web technology specialist with North Dakota State University Agriculture Communication and a member of the eXtension Network Literacy community of practice, which works to engage professionals in a community built around learning in networks. Bob lives in West Fargo with his wife and 10-year old son. He has another son and a daughter both attending the University of North Dakota. � Bruce Moody holds a Master’s degree in communication from Oklahoma University, and  assumed his duties as public affairs specialist in the Military Community Outreach office of Military Community and Family Policy in November 2010. As a member of the Military Community Outreach team, he supports a wide variety of efforts to inform service members and their families about the programs, resources and information available to help them meet the challenges of military life. Mr. Moody's efforts include the development of communication campaigns, such as Month of the Military Child. He leads the organization's presence and engagement on social media. He writes speeches and blog posts for the Deputy Assistant Secretary of Defense for Military Community and Family Policy, and response to media queries about the organization. Before joining Military Community and Family Policy, Mr. Moody served for seven years as a public affairs specialist at Navy Installations Command, where he represented by Navy's family readiness programs. While there, he launched the organization's first social media pages, developed social media policy and trained much of the worldwide staff on emerging and best practices in social media. In 2007, Mr. Moody retired from the Navy after serving 20 years in public affairs positions around the Fleet. �
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Please tell us about your work(type your number in the chat pod)

1. Civilian2. Military Branch3. Community-based4. Extension

Presenter
Presentation Notes
Anita We’ve just introduced our presenters finding out who there are and what they do, now we would like to ask you, the audience, if you could tell us about your work. Please type the number for your work in the chat pod”
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Objectives

• Understand the DoD and branch policies governing use of social media

• Know and be ready to use best practices for reaching service members and military families

• Understand the concept of “social capital”• Know and be ready to use strategies for building

community using social media, especially during times of transition

Presenter
Presentation Notes
Anita Bob and Bruce will help us today to Understand the DoD and branch policies governing use of social media Know and be ready to use best practices for reaching service members and military families Understand the concept of “social capital” Know and be ready to use strategies for building community using social media, especially during times of transition
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Key Takeaways

• Although there are risks, social media has clear benefits in engaging military families.

• Understanding social capital can help you build trusted relationships on social media.

• Following best practices can maximize your social media reach

• Community is built at the point where our stories intersect, so share your story.

Presenter
Presentation Notes
Anita (also Key Takeaways at the end)
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What are the concerns of using social media in your work?

Clement127: Flickr (CC BY-NC-ND 2.0)

Time to Chat

Presenter
Presentation Notes
Bruce talks Ask participants to share answers in chat
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Social Media: There are Risks

Presenter
Presentation Notes
Bruce talks
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DoD-wide memorandum March 18, 2015• Be vigilant when guarding personal and work

information from expanding cyber-criminal activity.

• Cyber criminals are evolving in an increasingly predatory manner.

DoD: Be Cyber Crime Smart

Presenter
Presentation Notes
Bruce talks DoD Warns Troops, Families to be Cyber Crime Smart http://www.defense.gov/news/newsarticle.aspx?id=128433 MEMORANDUM: Shielding the Department of Defense and Family Members from "Phishing" and "Spear Phishing" http://www.defense.gov/documents/DoD-CIO-Memo_Subj_Shielding_DoD_and_Family_from_Phishing_dtd_20150318.pdf
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OPSEC

Presenter
Presentation Notes
Bruce talks OPSEC Awareness for Military Members, DoD Employees and Contractors http://cdsetrain.dtic.mil/opsec/ http://www.slideshare.net/DepartmentofDefense/opsec-vulnerabilities-and-indicators/ http://www.slideshare.net/DepartmentofDefense/opsec-snapshot-4332606/
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Have you been hacked?

Alexandre Dulaunoy: Flickr

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Have a plan– Read Facebook and Twitter’s procedures

Regain control quickly– Monitoring is important

Reassure audience– Have pre-approved statement ready

Hacked!

Presenter
Presentation Notes
Bruce talks Procedure for handling a potential attack Have a plan Before any of your social media accounts become compromised it is important to have a plan. Review the FAQ/Help section of each platform you use and see what their procedures are. Facebook: https://www.facebook.com/help/131719720300233 Twitter: https://support.twitter.com/articles/31796-my-account-has-been-compromised In the event that your account does become compromised, it is important to take steps to regain control back very quickly. That is why monitoring is important. So even if you are not making posts everyday, be sure to check on the status of your platforms daily. Regain control quickly Once control as been regained it is vital to reassure your audience about what happened. Examples of social media messaging include: Reassure audience (Status Post) In Case of Breech Facebook: We have regained control of the website. Hackers did not obtain any secure information, but we advise all of our followers to watch for any suspicious activity or messages. For more information about what you can do if you’ve been hacked or what to do if you suspect someone else has been hacked, please visit our Social Media Guide for Military Families at (link). Tweet: We have regained control of the website. For a full update, please visit our Facebook at (link to Facebook post).
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Social Media Education and Training• Operations Security (OPSEC), Specific Social Media Guides,

Threat-Specific, Information Assurance

Guide To Keeping Social Media Accounts Secure• Protective measures specific to social media channels

October, National Cybersecurity Awareness Month• Presidential proclamation

Tools You Can Use

Presenter
Presentation Notes
Bruce talks Social Media Education and Training http://www.defense.gov/socialmedia/education-and-training.aspx/ Guide To Keeping Your Social Media Accounts Secure http://www.defense.gov/documents/WEB_Guide_to_Keeping_Your_Social_Media_Accounts_Secure_2015.pdf October, National Cybersecurity Awareness Month https://www.whitehouse.gov/the-press-office/2014/09/30/presidential-proclamation-national-cybersecurity-awareness-month-2014
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What are the benefits of usingsocial media in your work?

Kenny Louie: Flickr (CC BY-2.0)

Time to Chat

Presenter
Presentation Notes
Bruce talks Ask participants to share answers in chat
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Social Media: Part of Life

Presenter
Presentation Notes
Bruce talks The Osama Bin Laden Raid Abbottabad IT consultant Sohaib Athar unknowingly live-tweeted the Navy SEAL raid that resulted in Osama Bin Laden's death, approximately nine hours before the news hit the wires. Once the news broke, Athar replied, "Uh oh, now I'm the guy who liveblogged the Osama raid without knowing it.“ Nigeria abductions: Chibok girls remembered one year on http://www.bbc.com/news/world-africa-32289961?ocid=socialflow_twitter
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An integral part of the strategic communications and public affairs missions of the Department of Defense.• Like any asset, it is something to defend and

protect with vigilance.

Social Media

Presenter
Presentation Notes
Bruce talks http://www.defense.gov/documents/WEB_Guide_to_Keeping_Your_Social_Media_Accounts_Secure_2015.pdf
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Who are Militaryennials?– Service members and their family

members between the ages of 18 and 35

Militaryennials

Presenter
Presentation Notes
Bruce talks Reserve Component Service Members Enlisted: 59% are 30 and under Officers: 18% are 30 and under Reserve Component Spouses Spouses of enlisted: 38% are 30 and under Spouses of officers: 14% are 30 and under Active Duty Service Members Enlisted: 72% are 30 and under Officers: 36% are 30 and under Active Duty Spouses Spouses of enlisted: 61% are 30 and under Spouses of officers: 27% are 30 and under Millennials in the digital space 75% are on social media. 94% have a mobile device (51% have a smartphone). Millennials are a multi-screening generation that requires brands to be constantly top-of-mind to resonate with them. 86% modify their behavior based on privacy concerns. Prefer to interact directly with brands and organizations that can customize products, services, and experiences to their personal experience of the world. Seek out brands and organizations that are cause-driven and align with their personal values. Interested in transactional information and services.
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Reaching Military Families

Military spouses use social media to:• Acquire or provide information• Seek support• Discuss upcoming events

The U.S. Army: Flickr

Presenter
Presentation Notes
Bob talks Krenzer, 2013 – cited in “Social Media Communication with Military Spouses” REACH February, 2015
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Reaching Military Families

Military spouses use social media for social support• 49% of posts sought informational support• 42% of posts sought emotional support• Requests for emotional support highest during

deployment• Requests for information support highest prior to

deployment

Presenter
Presentation Notes
Bob talks Desens, 2013 – cited in “Social Media Communication with Military Spouses” REACH February, 2015
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Communal Coping TheoryCommunal coping occurs when a group of people pools their resources to deal with adversity.

• During stressful transitions, sharing experiences with other military spouses on social media may heighten resiliency and reduce negative outcomes.

USAG Livorno PAO: Flickr

Presenter
Presentation Notes
Bob talks Desens, 2013 – cited in “Social Media Communication with Military Spouses” REACH February, 2015
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Real impact comes from connecting people with each

other

Sonny Abesamis: Flickr (CC BY 2.0)

Presenter
Presentation Notes
Bob talks
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Social media is not mass media

Sunny Ripert: Flickr (CC BY-SA 2.0)

Presenter
Presentation Notes
Bob talks
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1 to many > silence

Robert McGoldrick: Flickr (CC BY-ND 2.0)

Presenter
Presentation Notes
Bob talks
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1 to 1 > 1 to many

Robert McGoldrick: Flickr (CC BY-ND 2.0)

Presenter
Presentation Notes
Bob talks
Page 26: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

many to many > 1 to 1

thegreat8: Flickr (CC BY 2.0)

Presenter
Presentation Notes
Bob talks
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What important connections have you made on social media?

Katie Walker: Flickr(CC BY-SA 2.0)

Time to Chat

Presenter
Presentation Notes
Bob talks Ask participants to share in chat
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One Message, Many Voices

28

ONE Message

Presenter
Presentation Notes
Be the ones telling your story. Otherwise, someone else will. "If you make new media a secondary duty, it's always going to fall off." Brent Colburn @cbrentcolburn Assistant to the Secretary of Defense for Public Affairs http://www.defense.gov/bios/biographydetail.aspx?biographyid=394
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More Stuff, Less Snark

Our Messages• You can be resilient• You can help yourself• You can make decisions• We can help

Family Member Messages• We are strong• We are resilient• We need more information• Tangible information!• We won't tolerate

– victimhood– partisan sniping– bickering– The Snark

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Get leadership to understandthe importance of social media.• Take a little risk at a time.• Provide feedback.• If something works, do it again!

Leadership Support Critical

Social media cannot be an add-on.It needs to be baked into everything we do.

Presenter
Presentation Notes
If you make new media a secondary duty, it's always going to fall off. Brent Colburn @cbrentcolburn Assistant to the Secretary of Defense for Public Affairs http://www.defense.gov/bios/biographydetail.aspx?biographyid=394
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Social CapitalTara Hunt: Flickr(CC BY-SA 2.0)

Presenter
Presentation Notes
Bob talks
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Social Capital Deposits

cimddwc: Flickr(CC BY-NC-SA 2.0)

Presenter
Presentation Notes
Bob talks
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Social Capital Withdrawals

Pascal: Flickr (CC0 1.0)

Presenter
Presentation Notes
Bob talks
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Keeping a P

ositive Balance

Alan: Flickr (CC BY-NC-SA 2.0)

Presenter
Presentation Notes
Bob talks
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Deposit or Withdrawal?Time

to Chat

Presenter
Presentation Notes
Bob talks Ask participants to answer in chat
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Deposit or Withdrawal? Time to

Chat

Presenter
Presentation Notes
Bob talks Ask participants to answer in chat
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Regrets, We’ll Have a FewIntegrity & Credibility

With it• gaffes are forgivable

Without it• even perfection will incite an angry mob

Presenter
Presentation Notes
Bruce talks
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There are Gaffes…

Presenter
Presentation Notes
Bruce talks Mistweeting From a Professional Account Instead of a Personal Account In 2011, a Red Cross employee tweeted from the company’s professional Twitter handle: “Ryan found two more 4 bottle packs of Dogfish Head’s Midas touch beer… when we drink we do it right #gettngslizzerd.” The employee likely did what many of us have done before: send out a quick tweet without double checking for spelling, grammar – or that they were accidentally tweeting from a nonprofit’s verified account? Red Cross Slizzard Tweet With many employees that handle social media for non-profits being active on their own personal social media profiles, cross contamination is becoming a prevalent mishap. What many companies likely would have done in this instance is simply delete the mistweet and cross their fingers no one really noticed. However, the Red Cross did the smart thing and instead owned up to the mistake and used some humor in the situation. The Red Cross replied, saying: “We’ve deleted the rogue tweet but rest assured the Red Cross is sober and we’ve confiscated the keys.”
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…and then there are Gaffes

Presenter
Presentation Notes
Bruce talks JPMorgan’s Twitter Mistake http://www.newyorker.com/business/currency/jpmorgans-twitter-mistake #AskSeaWorld Twitter Campaign Pretty Much Goes How You'd Expect http://www.huffingtonpost.com/2015/03/27/seaworld-twitter-fail_n_6950902.html
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Engage at Every Level

Creator

Commenter

Clicker

Lurker

Inactive

Presenter
Presentation Notes
Bruce talks Critical for a widely disbursed audience! Classify and engage people according to how they use social technologies. Creators - Blog post Commenter - Share advice/support Clicker - Not participating (one word/phrase answers) Lurker - (like, share) Inactives - Follow (internet address in text/radio/posters) Study: If people aren’t sharing your content, it’s likely a lot of young adults aren’t seeing it. http://goo.gl/xjbw1t Five ways US journalists are making their stories more shareable http://goo.gl/VdQHsJ
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Hashtags

Start a conversation#militarysaves

Join a conversation#milfam#MFLN

Presenter
Presentation Notes
Bruce talks Hashtags are used to participate in conversations. Users can search for hashtags that are currently being used and find messages with a specific theme or content. For example, on Twitter, if you search for #MilFam (short for Military Family) – you can see all the conversations going on around that particular hashtag. This comes in handy when there are *trending* topics happening on the web. You can join in current conversations in the way to gain more exposure.
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tweets involving images receive a

retweet

Tweets Need Photos

2/3 of

Presenter
Presentation Notes
Bruce talks Images Drive Social Engagement in Tweets http://goo.gl/8Ajf4R A recent study of social engagement on Twitter has found that more than two-thirds of tweets involving images receive a retweet, compared to just 30 percent of tweets that do not feature an image. This finding, revealed in a study from Stone Temple Consulting, underscores the significant increase in engagement that an image can drive for a piece of social content. In addition to higher retweet rates, Twitter content that featured an image had a 74 percent chance of being favorited, compared to just a 38 percent chance if no image was included. The influence of images also appears to be at its highest for content creators at the lower end of authority on Twitter. The more prominent an influencer a Twitter user is, the less impact an image carries. But regardless of the user’s authority level, an image does increase the odds of engagement across the board.
Page 43: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Graphics

Presenter
Presentation Notes
Bruce talks This was created from a comment from a Back to College contest that was hosted on Military OneSource. This graphic can be used and shared on other Military OneSource owned platforms like Instagram and Pinterest.
Page 44: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Status Post• top text and a linkEngagement Post• only textVideo/Audio Post• top text and link to embed videoLink Post• top text, headline, photo and captionPhoto Post• photo and top text (sometimes a link)

Vary Your Facebook Posts

Presenter
Presentation Notes
Bruce talks
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Secretary of Defense Ashton CarterU.S. Cyber Command Workforce, Fort Meade, Maryland

March 13, 2015

“We need to be open.”

Presenter
Presentation Notes
Bruce talks Secretary of Defense Ashton Carter to U.S. Cyber Command Workforce at Fort Meade, Maryland, March 13, 2015 http://www.defense.gov/transcripts/transcript.aspx?transcriptid=5602 Carter: Cyber Domain Presents Profound Challenges http://www.defense.gov/news/newsarticle.aspx?id=128365
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“We need to be open to a new generation because we need the young to be attracted to our mission. We need people who grew up with technology… and therefore have a sixth sense about it…”

Secretary of Defense Ashton Carter to U.S. Cyber Command Workforce

Fort Meade, MarylandMarch 13, 2015

“We need to be open.”

Presenter
Presentation Notes
Bruce talks
Page 47: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

“Community is built at the point where our stories intersect.”

-Aaron Doering

Presenter
Presentation Notes
Bob talks Being Open and Sharing Your Story Provides Opportunity for Connection
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Share Your StoryElias Bizannes: Flickr (CC BY-SA 2.0)

Presenter
Presentation Notes
Bob talks
Page 49: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Applying Key Takeaways

• Read DoD and branch policies, so you can start engaging military families with social media.

• Start building trusted relationships on social media by keeping a positive social capital balance.

• Use hashtags, vary your posts and following best practices to maximize your social media reach

• Share your story to connect.

Presenter
Presentation Notes
Anita
Page 50: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Evaluation and Certificate of Completion

The MFLN Family Transitions Concentration Area is offering a Certificate of Completion for this

professional development webinar.

To receive the Certificate of Completion please first complete the evaluation at:

https://vte.co1.qualtrics.com/SE/?SID=SV_b8wMAYR4QJmWjWd

Presenter
Presentation Notes
Anita We ask that you would take a brief survey to let us know your thoughts about the webinar, as well as any additional areas you’d like us to dig deeper into. Follow the link posted on the slide and in the chat pod, and when you have completed the survey it will direct you to a link to click on for the Certificate of Completion. You should receive an email with the certificate shortly after you fill out the needed info.
Page 51: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

MFLN - Family Transitions Upcoming Events

Military Family Financial Transitions: Handling Changes in Income, Benefits & Money Management

(in collaboration with MFLN Personal Finance)

• October 13, 2015• 11:00 am Eastern• https://learn.extension.org/events/2163

For more information on MFLN - Family Transitions: http://blog/.extension.org/militaryfamilies/life-cycle-transition-support/

Presenter
Presentation Notes
Anita The MFLN Family Transitions Team would like to invite you and anyone you know, to register for our upcoming webinars. On Oct. 13th, Dr. Barbara O’Neill from MFLN Personal Finance and Jennifer Rea from MFLN Family Transitions will be teaming up to present Military Family Financial Transitions: Handling Changes in Income, Benefits and Money Management. All upcoming webinars are posted on our website, and you’ll see more coming on FB, Twitter and Instagram.
Page 52: Engaging Military Families on Social Media · 2018. 11. 12. · Engaging Military Families on Social Media. This material is based upon work supported by the National Institute of

Find all upcoming and recorded webinars covering:

Personal FinanceMilitary Caregiving

Family Development

Family TransitionsNetwork Literacy

Nutrition & WellnessCommunity Capacity Building

This material is based upon work supported by the National Institute of Food and Agriculture, U.S. Department of Agriculture, and the Office of Family Readiness Policy, U.S. Department of Defense under Award Numbers 2010-48869-20685, 2012-48755-20306, and 2014-48770-22587.

www.extension.org/62581

Presenter
Presentation Notes
Coral