You ask, if DoD can do this, with all the obstacles inherent in its mission, “why can’t every company?” I may be interpreting your words too literally by saying the DoD is not a company, but that is an important distinction. The Defense Department culture shares some common ground with corporations, but is decidedly different.

I have served in management positions in U S. Air Force public affairs and corporate communications. In my experience, the sense of mission in military organizations is much stronger, and is reinforced every step of the way by the military culture of teamwork. If something helps accomplish their mission, they embrace it. If it detracts, they don’t support it.

That is a broad generalization, but I suspect others with experience in both environments would say something similar. Many corporations would be well served to take a closer look, not only at social media, but how and why it works well for the military.

Another consideration is the Uniform Code of Military Justice, the military legal system to which military members are subject, in addition to all other laws. Military people understand they are subject to a process with more teeth than the average employee handbook. But that’s another story.

Jim Bowman – The PR Doc®