Vol 6 Unit 1

Question 1

What is the AFI that guides Public Affairs activities for the web?

Answer 1

AFI 35-107, Public Web Communications.

Question 2

What is the role of SAF/PA as it relates to the web?

Answer 2

SAF/PA is responsible for developing guidance for the integration of public websites into the Air Force
Public Web Program and to serve as chair of the Air Force Public Web Policy Board.

Question 3

What is the role of AFPAA as it relates to the web?

Answer 3

AFPAA manages and operates the Air Force Public Web Program and the quality assurance program.

Question 4

Who is responsible for managing MAJCOM, FOA, and DRU websites?

Answer 4

Public Affairs

Question 5

How are MAJCOM responsibilities different than installation-level responsibilities as it relates to the web?

Answer 5

There are many similarities; but the primary difference is in span of control and amount of original content creation. MAJCOM/PA offices have a larger span of control–they are responsible for all of the websites within their MAJCOM. Installations-level PA offices have a much higher level of content creation and are responsible for their local website.

Question 6

What are the web guidelines for internal-only web content?

Answer 6

Web content that targets the internal Air Force audience, and/or requires restricted access controls, should
be posted on the Air Force Portal website; and not the publicly accessible website.

Question 7

Name the AFI which governs security and policy review.

Answer 7

AFI 35-102, Security and Policy Review.

Question 8

List five things that can be posted on an Air Force public website.

Answer 8

Any of the following:

(1) Electronic Freedom of Information Act Reading Room Material.
(2) Base or Unit Fact Sheets.
(3) Links to Key Leaders.
(4) Links to Associated Weapons Systems.
(5) News Releases.
(6) News Related Photos.
(7) Standard Publications and Forms.
(8) Links to Higher Headquarters Sites.
(9) Mandatory Links.

Question 9

What regulation addresses product endorsement on Air Force public websites?

Answer 9

DOD 5500.7-R, Joint Ethics Regulation

Question 10

What must be included when adding a link to a commercial website and who is responsible for ensuring it is included?

Answer 10

If a link to a non-government website is considered for placement on an Air Force public site, the commander is responsible for ensuring that a proper disclaimer notice is displayed.

Question 11

What is the policy with providing links to restricted websites?

Answer 11

Air Force public websites will not link to restricted sites which are unavailable or inaccessible to the general public.

Question 12

Explain the policy regarding inclusion of point-of-contact information and feedback on websites.

Answer 12

A point of contact for each significant webpage is requires. Use generic or organization POC information,
not individual email addresses. Each site must also provide a means to provide feedback or to request further information.

Question 13

Why are there restrictions on an Air Force website?

Answer 13

Because the Air Force is a part of the Department of Defense and an agency of the Federal Government, there are additional rules and restriction on what can and cannot be placed on official websites.

Question 14

List six items that would be considered inappropriate or prohibited material for posting on an Air Force public website.

Answer 14

Any six of the following:

(1) Inappropriate Links.
(2) Operational and Personnel Security Material.
(3) Personal Information.
(4) Copyrighted Information.
(5) Commercial Trademarks and Logos.
(6) Inactive or Broken Links.
(7) “Under Construction” Notices.
(8) Information that has not been cleared for public release.

Question 15

When can the appearance of an Air Force Public website deviate from the standardized format?

Answer 15

Only designs and templates approved by the Air Force Public Web Program management team will be used. Exceptions to this policy must be approved by AFPAA prior to public access.

Question 16

How does the Air Force collect user information from its websites?

Answer 16

Air Force websites must comply with DOD limitations on the collection and use of user information. The use of cookies or other browser measures to gather information on public site users beyond statistical summaries is prohibited.

Question 17

What is the policy regarding chat rooms and message boards of official Air Force websites?

Answer 17

These technologies allow users to post opinions, messages, or information openly on a website. They provide a useful means of creating two-way communication; but are prohibited as part of public website services.

Question 18

Explain how the AFPIMS user role is structured.

Answer 18

It is pyramidal in nature. The base level has a large number of content providers. At the next level are a smaller number of content managers who are in turn managed by one or two site managers.

Question 19

What is the role of a content provider and who can be classified as a content provider?

Answer 19

Content providers are the ones who provide content for the website; whether photos, stories, video or music. Every member of the PA office can be a content provider.

Question 20

Explain the role of content manager.

Answer 20

The role of a content manager is similar to that of an editor. They are normally responsible for a larger group of content providers, but also have the ability to create and publish content of their own. The content manager tracks and review material created by content providers and has the capability to publish these materials.

Question 21

What are the two major roles of a site manager?

Answer 21

Site managers are responsible for creating and maintaining the design of the website and managing user accounts.

Question 22

Who performs the role of group manager? What is their level of responsibility?

Answer 22

The role of a group manager is normally performed by the Public Affairs representative at the MAJCOM or
equivalent level. The group manager has the same privileges and access as the site manager; but their span of control covers all subordinate units within the command. They also have some additional administrative controls.

Question 23

What is the purpose of including news articles on an Air Force public website?

Answer 23

By publishing actual hard news stories in a timely manner, you will increase the reliability of your website as an effective communications method.

Question 24

What is the key advantage to posting stories on the public website versus a traditional base newspaper?

Answer 24

Posting a story as soon as it happens keeps the news “fresh”. The publication cycle of a base newspaper means that a story can be a week old or more by the time it is release. Stories published to the web can happen within hours to minutes after the event.

Question 25

What is the goal or purpose of posting commentaries on a base public website?

Answer 25

The goal of Air Force commentaries is to change people’s minds or opinions about something or to reinforce certain behaviors.

Question 26

Explain the differences between a letter and a commentary.

Answer 26

Commentaries tend to be written by members of the internal audience for the other members of the internal audience. Letters tend to be written by external audiences as a way to express a thought or appreciations for members of the internal audience.

Question 27

Why would someone want to publish feature stories?

Answer 27

Features can have the same effect on your target audiences as a commentary in that they can draw the reader into a story and get an emotional reaction which can inspire actions or behaviors that are aligned with the commander’s objectives.

Question 28

Explain the shortcomings of posting a press release to an Air Force public website as the sole means of communicating with the media.

Answer 28

Because of the nature of press releases, they tend to be more urgent or have more of a breaking news feel and expectations by members of the media. If your office simply posts a press release on its website without sending it directly to the media; chances are the media will not get it in a timely manner.

Question 29

Why is it a good idea to upload more photos to AFPIMS than you intend to use for your local needs?

Answer 29

Having additional photos that have been cleared and are ready for publication increases the opportunities for cross-publication with other bases. It also increases the likelihood that these photos will get published at the MAJCOM or higher levels; thereby increasing potential coverage.

Question 30

What are the advantages and disadvantages to using video productions on your installation website?

Answer 30

Video combines the audio and visual to create a greater impact on your target audience; however, it takes longer to produce than other PA products.

Question 31

List three other products that can be published to your base website via AFPIMS.

Answer 31

Biographies, fact sheets, and frequently asked questions (FAQs).

Question 32

Define social media.

Answer 32

Social media can be thought of as a form of interactive communication which enables an individual to broadcast and receive messages in masse to a group of people.

Question 33

What is the difference between live and static information.

Answer 33

Live information is something that is shared in real time and reaches its intended audience nearly instantaneously. Static information is something that is posted and available; but requires the audience to make an effort to retrieve it. In other words, it is a difference between “push” and “pull” information dissemination.

Question 34

What is the key component to defining what constitutes social media?

Answer 34

Interaction. Being able to interact with other members within a group is one of the key foundations to defining what constitutes social media.

Question 35

Explain the difference between public and private social networks.

Answer 35

Public networks are designed for use by the public in general; whereas a private network is designed for a more limited and specialized audience.

Question 36

Explain the difference between active and inactive participation in social networks.

Answer 36

Active social networks encourage participants to create and provide new content; whereas inactive participation in a social network is more of a one-way form of communication.

Question 37

What are the dangers of linking the definition of social media to a specific technology?

Answer 37

Technology changes too fast. What was once a popular site or method for creating a social network may no longer work or may fall out of favor with its participants. Social networking is a concept. Social media is the tools used to create a social network.

Question 38

Why do website creators include elements of social networking in their websites?

Answer 38

Adding elements of social networking into a website helps drive sales or increase readership.

Question 39

How is email used as a social media tool?

Answer 39

Email can be used to keep members within a group informed.

Question 40

Why do people use blogs as a form of social media?

Answer 40

Blogs tend to be personal in nature and are started by people desiring to bring attention and focus on a specific topic.

Question 41

What is the purpose of forums?

Answer 41

Forums tend to be created to provide a means of communication for a group that focuses on a particular subject or audience.

Question 42

What are some of the challenges involved with an open chat room?

Answer 42

Open chat rooms can become chaotic if there are too many participants asking questions or posting comments at the same time. By the time a question is read and response is formatted and posted, dozens or other questions or comments may have already been posted; making it difficult to follow the flow of the conversation.

Question 43

List some of the limitations to using video websites as a social media tool.

Answer 43

There can be many limitations, but bandwidth and costs are factors which prevent a greater use of video as a social media tool.

Question 44

What is the difference between a personal social network and a group social network?

Answer 44

The tools used for each network can be the same, but the key distinction between them is that group networks tend to be formed around an organization while a personal network is formed around an individual.

Question 45

What is one method that can be used to help safeguard privacy information when using a social network?

Answer 45

Think like a criminal. Consider what information is posted and how connections in a social network can create vulnerabilities which can be exploited by those who may have impure motives.

Question 46

How long is information that gets posted to the Internet available?

Answer 46

Theoretically, it is permanent and always available to those with the tools necessary to retrieve it.

Question 47

What role do social media have in open-source intelligence gathering?

Answer 47

It has created an intelligence-gathering bonanza. By cross-referencing publicly available information, members of the intelligence community can quickly, cheaply and easily piece together information about activities or operations that are otherwise classified.

Question 48

What are the dangers of relying on social media as the primary form of communication with a target audience?

Answer 48

By relying too heavily on any particular tool or method of communication, you increase the likelihood of not effectively communicating with a specific target audience. Social media is just one tool used by Public Affairs to communicate; but not all tools work in all situations.

Question 49

What causes people to refuse to adopt social media as a form of communication with targeted audiences?

Answer 49

Fear. This is common with new technologies or methodologies. People can be reluctant to embrace something that is new or unknown.

Question 50

What is the best way to determine the communications needs and preferences of a particular target audience?

Answer 50

Ask. The simplest and most effective way to find out how a particular group likes to receive its information is to ask them.

Question 51

What are the two limitations to implementing social media as a form of communication?

Answer 51

Manpower and technology. There may not be enough qualified and trained people to manage a social media program; or technological limitations may prohibit access to all available social media tools.

Question 52

How should Public Affairs increase its social media programs or implement new ones? Why?

Answer 52

Start slow. By starting slowly and evaluating program or tool effectiveness, you will increase the chance that the new program or social media tool will be used effectively. It also increases the likelihood of acceptance by other members of the Public Affairs staff.

Question 53

What step should be done after adding a new social media tool to the Public Affairs
communication program? Why?

Answer 53

Evaluate its effectiveness. Some social media tools will work better than othersit just depends on the needs of your target audience and the capabilities within your office.