James never had
this little problem…

In March 2008, “Sharpen Yourself: LinkedIn & Social Networking Sites” discussed both the career benefits and security risks associated with social networking sites. Sir John Sawers, the prospective head of Britain’s MI6 intelligence agency is probably wishing he had read it. His wife recently leaked dangerously specific information about him on Facebook, and created a controversy about his fitness for the job. Sir John now faces a possible parliamentary probe.

Social networking is becoming a larger part of the military, and the industry. In July 2009, Lockheed Martin released its internal company social networking application’s underlying code as open source software. Social networking efforts are being explicitly built into PR contracts, and it’s becoming one of the information shifts that are changing the battlespace. The Pentagon recently launched an official blogging platform at DODLive.mil, and US Forces Afghanistan launched a social networking strategy that extends to Facebook, Twitter, and YouTube. Followed by orders to bases to stop blocking key social networking sites. These efforts can make a big difference toward ensuring that the Pentagon is no longer, as Secretary of Defense Robert Gates puts it, “being out-communicated by a guy in a cave.” On the other hand, they are not risk-free.

Alion Science and Technology in McLean, VA received a $97 million indefinite-delivery/ indefinite-quantity contract to provide the Chief of Navy Information Office (CHINFO) with media relations, community outreach, visual information systems, information technology support, Web site portal management, and business case analysis development and assessment, as well as management and public relations for Fleet Week.

The Pentagon recently launched an official blogging platform at DODLive.mil, and US Forces Afghanistan has launched a social networking strategy that extends to Facebook, Twitter, and YouTube. Where do Alion’s efforts fit in?

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Campbell Ewald Co. won an indefinite-delivery/indefinite-quantity contract for advertising and marketing services for the Navy Recruiting Command in Millington, TN. This contract is worth $146.2 million over the base year, and 4 one-year options could bring its total value to $806.5 million.

Most of this work will be performed at Campbell Ewald’s Warren, MI, facility and the base year ends in May 2010. This contract was competitively procured via Navy Electronic Commerce Online, with 4 offers received by the Fleet and Industrial Supply Center Norfolk’s Contracting Department in Philadelphia, PA (N00189-09-D-Z040).

Campbell Ewald has been working with the Navy on recruiting-related contracts since 2000. In 2005, following a major account review, they scored a major $400+ million win. The firm is responsible for Navy campaigns like “Accelerate Your Life” and NavyforMoms.com, and has expanded the Navy’s reach into social networking communities. That Navy-related work has won over 80 industry awards since 2000. See also Campell Ewald’s release, which includes sample marketing segments.

Hostile surveillance
(click to view full)

Defense Industry Daily came across 3 snapshots in recent months that illustrate the changing nature of the front-line information war, and of the environment in which industry and government must operate. We’ve now added a 4th.

These 4 examples have broad reach, from tactical reconnaissance and information warfare, to strategic reconnaissance, to front-line “public diplomacy,” to the halls of politics and power…

1. Tactical: You’re on Candid Cellphone!
2. Google Earth is Watching You… as You Watch Others [NEW]
3. From Front-Line Transparency to Policy Debates: US Navy Blogs
4. Informed Reporters Who Work from Home: The US V.A. Department Experience

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The Rendon Group Inc. in Washington, DC received a $6.4 million firm-fixed-price contract for Strategic Communications Operation Support. Rendon is a PR firm who specializes in media training, media relations, and public communication during high-stakes situations. Work will be performed in Baghdad, Iraq, and is expected to be complete by Sept. 15, 2006. There were seven bids solicited on Sept. 16, 2005, and two bids were received. The Joint Contracting Command – Iraq/Afghanistan in Baghdad, Iraq, issued the contract (W27P4A-05-C-0014).

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Russian and East European Partnership in Fineview, NY received a $35.5 million firm fixed price contract to provide for up to 200 bi-cultural, bi-lingual advisors for subject matters experts to support the Multi-National Forces in Iraq. The location of performance is Operational Support Services in Fayetteville, NC, and various locations in Iraq. This work will be complete by July 2006. Solicitation began July 2005 and negotiations were completed July 2005. The 11th Contracting Squadron at Bolling Air Force Base in Washington, DC issued the contract (FA7012-05-C-0020).

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A number of different U.S. military organizations have recently issued recruiting-related contracts, including a $250 million advertising & publicity contract for the U.S. Army, up to $200 million for various National Guard related services, and up to $35.1 million in materials for Navy Recruiting Command.

The U.S. Army and especially the National Guard have recently had issues meeting recruiting goals as the regular force size rises, and the prime cohort for National Guard enlistment sees more of a stark choice between re-enlistment in the regular force and service abroad vs. exit from the service.

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