NAVY RECRUITING COMMAND INSTAGRAM SOCIAL MEDIA GUIDE 2020
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NAVY RECRUITING COMMAND
INSTAGRAM
SOCIAL MEDIA GUIDE
2020
GETTING STARTED
NRC’s nationally managed social media properties (Facebook, Instagram, and
Twitter) are meant to generate awareness, support the brand, and drive visitors to
navy.com. At the NRD/NTAG level, social media is meant to generate leads and
engage prospects with eTalent team members. Everything done on social media
should be aimed at making connections between prospects and recruiters.
This guide provides guidance for how to manage a personal Instagram account
from an administrative point of view. It covers the steps involved with
maintaining an Instagram account, including how to set up an account, how to
publish posts, and how to comment and respond to messages.
Instagram is a mobile-only app. Content can be viewed in a web browser on a
computer, but all activity is administered through the mobile application. Users
have the option to create personal profiles and/or business profiles. The basic
functionality of the two types of profiles is the same. Business profiles have
additional functionality and more information available regarding insights.
It’s important to recognize the role that Instagram plays in the social media space.
Instagram is a platform that promotes storytelling through compelling visuals to
inspire and motivate others. Although messaging is part of the functionality, it
should not be the primary reason for using this platform.
For the purpose of this guide, the focus will be on personal Instagram profiles that
are used in recruiting efforts.
NRD/NTAGs that wish to set up their own official station accounts may follow
these same guidelines for establishing and engaging from their profiles.
3
CONTENTS
I INSTAGRAM OVERVIEW 4 V INSTAGRAM STORIES 36
1. Benefits of Maintaining an Official 1. Overview
Account
2. Responsibilities 2. Adding Content
3. The Cost of Social Cold Calls 3. Editing Content
4. Response Decision Tree
4. Posting Content
5. Engagement Criteria
6. Content Criteria
5. Tagging Location
7. Content Best Practices
II NAVIGATING INSTAGRAM 14 VI ADDITIONAL
1. Creating a Profile RECRUITING TOOLS 42
2. Managing Settings
1. Sourcing Your Market
3. Posting Content
2. Finding Applicants Using Rtools
4. Tagging People
5. Editing a Post
6. Reposting
VII WHO TO CONTACT 45
III MESSAGING 26
1. Responding to Comments
2. Direct Messages
3. Deleting Comments
IV BUSINESS ACCOUNTS 31
1. Overview
2. Creating a Business Account
4
I.
INSTAGRAM OVERVIEW
5
I. OVERVIEW
1.
BENEFITS OF
MAINTAINING AN
OFFICIAL ACCOUNT
Instagram can be a great way to interact with and nurture
prospective recruits. The nature of Instagram is much more
public than Facebook, and interactions with strangers are
more welcome.
• The majority of users are under age 35 and the majority
of U.S. teens use Instagram.
• There are 500 million daily active users and 1 billion total
users on Instagram per month.
• Users under the age of 25 log-on to Instagram for an
average of 32 minutes a day.
• You can follow, engage with, and send direct messages to
prospective recruits.
Use Instagram as a recruitment tool with a professional
recruiter account, an official station page, or both.
6
I. OVERVIEW
2.
RESPONSIBILITIES
Each recruiter is responsible for managing their own
personal profile in a manner that aligns with the guidelines
outlined in this document. This includes creating and
sharing Instagram posts, responding to comments, and
communicating via Direct Messages.
INSTAGRAM POSTING / CONTENT SHARE-OUT
• Create and post Instagram content for followers
• Repost National Navy content
RESPONDING TO WALL POSTS & COMMENTS
• Respond and/or like relevant comments on Instagram posts within 24 hours
• Remove spam or confidential information that has been posted publicly
• Direct questions to a Direct Message (DM), email or phone number if situation is
inflammatory or needs to be escalated
RESPONDING TO DIRECT MESSAGES
• Address within 24 hours
• Don’t ask for confidential information
• Direct individuals to local recruiter when applicable
7
I. OVERVIEW
3.
THE COST OF SOCIAL
COLD CALLS
Social Media can be a very useful prospecting tool, but if used improperly, it can be
worse than having no presence at all. Instagram is a public social media platform and,
often, users will have personal conversations in this public space. eTalent Directors
should feel comfortable to like or comment on users’ posts, and engage with users via
Direct Messaging (DM). However, keep in mind that reaching out to people who have
not already made a connection with you requires finesse.
These screenshots of Facebook DMs can serve as guidance for reaching out to users
on Instagram.
8
I. OVERVIEW
4.
RESPONSE DECISION TREE
Person Does it Meet Hide or
Comments on NO
Community Remove from
Post Guidelines? Post
YES
Is it a general For Station
question YES
Accounts:
unrelated to eTalent Director
recruiting? Responds
NO
YES
Is it a recruiting Send to DM
question?
NO
Ask the Address all questions
individual to in a timely manner; do
send a DM or
not ask the recruit to
call to speak to
someone share confidential
information
9
I. OVERVIEW
5.
ENGAGEMENT CRITERIA
Use this to determine when to engage with a user or hide, block or delete comments.
GENERAL
ü Check in on your profile at least 3x a day. This should be part of the profile owner’s
daily responsibility.
ü Engagements should take place between 8am and 10pm unless urgent.
ü Always respond to posts as the voice that reflects positively on the Navy.
ü Engage or acknowledge people speaking positively.
DO NOT ENGAGE WITH
ü Minors or anyone under age 13
ü Content that is highly political in nature or generally negative
ü Users that appear to be spam, robots, or people trying to sell something
ü Content that involves illegal activities
ü Posts or comments that trash another individual, celebrity, or brand
HIDE OR DELETE
ü Comments that are inappropriate or altered
ü Any information that shouldn’t be shared publicly, including phone numbers, SSN#,
email address, or medical conditions
10
I. OVERVIEW
6.
CONTENT CRITERIA
Use this to determine whether or not you should post the content to your
Instagram followers.
DO
ü Confirm that the image, text, and/or link is relevant to your Instagram followers.
ü Secure permission to use the image from the individual who took it.
ü Confirm content being posted is unbiased and does not include personal opinion.
ü Use content that appropriately reflects America’s Navy
ü Re-share of posted content from fans.
ü Post and interact regularly on the platform.
DON’T
ü Use an image, text, or link that has been taken or copied from any other brand, person,
artist, etc.
ü Use images, photos, or logos that are altered or misrepresented.
ü Use photographs that feature minors, unless you have their parents’ or guardian’s
written permission.
ü Misuse hashtags, reference the Recruiter Toolbox to see approved list of hashtags.
11I. OVERVIEW
7.
CONTENT BEST PRACTICES
Types of Content
While Instagram can be used to post promotional photos and videos, this type of content
doesn’t always make for the best experience. Aim to share content that is authentic and
that tells a visual story—includes real people and real moments. Ask questions and share
unique perspectives that your followers can’t get anywhere else. You can utilize
dvidshub.net to pull content for accurate and engaging posts.
Quality Check
Be sure to take well-composed, well-lit photos and videos to catch the user’s attention.
Consider adding a theme to your photos and videos that help you stand apart from other
content. Play around with different angles and perspectives.
Hashtags
Include hashtags in your captions to boost visibility. Popular examples include #TBT or
#ThrowbackThursday, #MondayMotivation, #WorkoutWednesday, etc. Spend some time
exploring other content on Instagram to familiarize yourself with other frequently used
hashtags and check out the Recruiter Toolbox to find a list of approved hashtags.
Emojis
Four out of five 18- to 65-year-olds use emojis on a regular basis. When using emojis,
ensure they are relevant, timely, straight to the point, and simple when creating an
engaging experience for users. Limit your usage of emojis to a maximum of two per post.
The Recruiter Toolbox contains a list of approved emojis you can utilize.
12I. OVERVIEW
7.
CONTENT BEST PRACTICES
Time & Place
Post consistently and during optimal times. Timing requires testing based on when your
audience is most engaged, so try different times of the day and throughout the week to
learn what those times are. In general, posting during non-workday hours generates higher
engagement.
You can learn more about your audience including actions taken on a specific day of the
week, top locations your followers and age range, by clicking the hamburger icon at the
top right of your Instagram profile page, selecting “Insights,” and then navigating from
“Activity” and “Audience.”
Additionally, tagging your location on relevant posts adds them to the feed for that location,
boosting visibility of your content. Learn more about tagging locations on page 21.
13II.
NAVIGATING INSTAGRAM
14II. NAVIGATING INSTAGRAM
1.
CREATING A PROFILE
Although Instagram is a mobile-first platform, profiles can be
created via the mobile app or on a web browser on a computer.
Download the app or visit www.instagram.com to get started. You
will need to include email, full name, and choose a username and
password.
15II. NAVIGATING INSTAGRAM
1.
CREATING A PROFILE
Tap here to upload or
change your profile image.
Recommendations
Recruiter Accounts: Choose an
engaging photo that reflects your
life in the Navy; perhaps a casual
shot of you in uniform rather than
an official headshot.
Station Accounts: For your profile
image, consider using either your
official NRD/NTAG logo or a
current photo of your team.
16II. NAVIGATING INSTAGRAM
1.
CREATING A PROFILE
Finish creating your
profile by filling in the rest
of the information outlined
here, including a detailed
bio and URL if relevant.
Recommendation:
You should choose a username
and description that clearly
identifies you as a recruiter or
recruiting station for the U.S. Navy.
Your bio should be clear and
concise about who you are and
what you offer. Refer to America’s
Navy’s Instagram account for
guidance on language. As a local
recruiting station you’ll also want
to add your location.
17II. NAVIGATING INSTAGRAM
2.
MANAGING
SETTINGS
To modify Settings for your
account, navigate to your
profile by tapping your profile
image on the bottom right.
Once there, tap the hamburger
icon to access Settings.
18II. NAVIGATING INSTAGRAM
2.
MANAGING
SETTINGS
From Settings, you can manage notifications, view posts you’ve liked,
create quick reply templates, access data, and log out of your account.
NOTE: We recommend you keep your push notifications turned on,
especially for Comments, New Followers, and Accepted Follow
Requests. This will allow you to quickly follow up with prospects.
19II. NAVIGATING INSTAGRAM
Page Navigation
Profile Picture
3.
POSTING
CONTENT
Post Creator
All content must be posted to
Instagram via the mobile app.
To make an in-feed post, tap
the + icon on the bottom of
the screen.
20II. NAVIGATING INSTAGRAM
Page Navigation
Profile Picture
3.
POSTING CONTENT
Post Creator
Next, choose the photo you You have the ability to add a The final step before posting is
want to use from the filter to your image or video. to write a caption for the photo.
photos saved on your However, in accordance with Captions should be short and
phone (Library). You can America’s Navy brand compliment the content shown
also take a Photo or Video guidelines, we recommend that in the photo or video. You also
directly in the app by you do not add filters. have the option to Add Location
choosing from those and tag other Instagram users
options at the bottom. (see next page for more info).
Once complete, tap Share to
post content to your feed.
NOTE: You are unable to tag
people in videos, but can @ add
them in the caption.
21II. NAVIGATING INSTAGRAM
Page Navigation
Profile Picture
4.
TAGGING PEOPLE
When you tag another user in your post, two things happen:
they are notified, and the post becomes part of their profile.
Tagging is a useful way to include others in your content (such
as tagging a #FutureSailor) and to get on others’ radars. There
are two ways to tag other Instagram users.
Post Creator
#1: Tag the Photo
Once you’re ready to write a caption for your photo, tap on Tag People, tap the photo, type @
and the username of the person you want to tag.
22II. NAVIGATING INSTAGRAM
Page Navigation
Profile Picture
4.
TAGGING
PEOPLE
#2: Tag in the Caption Post Creator
Type @ and username to find
the person you want to tag
directly in the text of the post.
23II. NAVIGATING INSTAGRAM
5.
EDITING A POST
Your Page’s
Published Posts
You can edit the caption or location of posts. You cannot undo or remove any effects
you’ve applied to a photo or video after you’ve shared the content.
Go to the photo you want to From the options that pop up, Tapping Edit will give you the
edit and tap the three dots in tap on Edit. (NOTE: This is option to edit the caption and
the upper right corner. also where you can delete a also add/edit/remove Location.
post completely.) Once changes are complete, tap
Done.
24II. NAVIGATING INSTAGRAM
6.
REPOSTING
Your Page’s
Published Posts
The Navy Partnership’s social media team moderates and
regularly adds content to America’s Navy Instagram account:
• www.instagram.com/americasnavy
You should feel free to share, or regram, content from this
account to your own. You can do this by downloading an app
such as Repost for Instagram.
25III.
MESSAGING
26III. MESSAGING
1.
RESPONDING TO COMMENTS
It is important to respond to relevant comments on your
Instagram posts to increase engagement. This can include
liking or replying to comments.
To view all the comments, Scroll to read through Tapping “Reply” tags that
tap “View all [number] comments. “Like” a comment person and provides a dialog
comments.” After you click by tapping on the heart on box to type a response into.
“View all comments,” you the right side of the Once you’re done typing a
can decide between viewing comment. If there is a response, tap Post.
“Top Comments” or “Newest comment you want to
Comments.” respond to, tap Reply.
27III. MESSAGING
2.
DIRECT MESSAGES
From here, you can
choose to post as any
Page or business you
are admin of.
To access your Direct
Messages (DM), tap the
home button at the
bottom of the screen.
From there, tap the
paper airplane icon in
the top right corner.
Direct Messages can
include text, photos, or
videos.
28III. MESSAGING
2.
DIRECT MESSAGES
From here, you can
choose to post as any
Page or business you are
admin of.
To initiate a conversation
through DM with another user,
you must first be following
them.
Once you are following them,
tap Message on the top of the
users’ profile to send a DM.
29III. MESSAGING
3.
DELETING
COMMENTS
To view all the Swipe left on the
comments, tap “View all comment you want
[number] comments.” removed. Tap the red box
with the trash can icon to
delete.
Recommendation:
Delete comments that are spam, inappropriate, inflammatory or
derogatory toward other users, or that include personal information
such as phone numbers or physical addresses.
30IV.
BUSINESS ACCOUNTS
31IV. BUSINESS ACCOUNTS
1.
OVERVIEW
With Business Profiles, brands are able to utilize tools not available to standard
profiles. You have access to insights on your posts, letting you see clearly which
posts have the best engagement and information about the best day and times to
post. You can also add your station’s address and phone number.
The eTalent Director of the station should make their account a business account.
This can allow more audience insights to be discovered and crossposting capabilities
between the Instagram profile and the station’s Facebook Page.
To access insights on your
Business Account, click the
hamburger icon in the top right-
hand corner of your profile.
After you select “Insights” on the
next page, you will find
information on your followers
(including growth and
demographics), interactions,
reach, impressions, and stats on
individual posts.
Recommendation
This provides more oversight and consistency in posting and
content. Recruiters should submit their content to eTalent
Directors to post to Instagram.
32IV. BUSINESS ACCOUNTS
2.
CREATING A
BUSINESS ACCOUNT
Go to your profile and tap the gear shift.
33IV. BUSINESS ACCOUNTS
2.
CREATING A BUSINESS
ACCOUNT
Tap Switch to Professional Account and select the
Facebook Page you’d like to associate your
Business Profile on Instagram with.
34IV. BUSINESS ACCOUNTS
2.
CREATING A BUSINESS
ACCOUNT
1. You must be an admin of the
Page in order to connect the
two accounts.
2. Make sure your profile is set to
Public. Private accounts can’t
switch to Business Accounts.
3. On the Set Up Your Business
Profile page, review your
station’s contact information,
make any changes, and tap
Done.
35V.
INSTAGRAM STORIES
36V. INSTAGRAM STORIES
1.
OVERVIEW
Instagram Stories is Instagram’s
version of Snapchat stories. This
feature allows users to share moments
throughout the day in the form of
videos and photos. The photos and
videos disappear after 24 hours and
won’t appear on your profile grid or in
users’ feeds.
Stories from people you follow will be
accessible at the top of your feed. When
there is something new to see, their
profile will have a colorful ring around
it.
To view someone’s story, just tap on
their profile photo. Tap to go back and
forward to different story segments or
swipe to jump to another account’s
story. If you want to comment on
something you see, you can tap and
send a private message to that person
through Direct Messages. There are no
likes or public comments on this
content.
37V. INSTAGRAM STORIES
2.
ADDING CONTENT
Your story follows the privacy settings of your account. If you set it to private, your
story is visible only to your followers. When watching your own story, swipe up to
check out who’s seen each photo and video.
To add content to your From there you have the To access photos and
Instagram Story, tap the option to capture content videos saved on your
camera or profile icon, live within the app or phone, tap the image to
both located in the top choose from existing the left of the center
left corner of the Home assets saved on your circle. A list of the most
screen. phone. recent photos saved to
your camera roll will
appear on the screen. You
can click “Last 24 Hours”
to toggle between
different photo albums on
your phone.
38V. INSTAGRAM STORIES
3.
EDITING CONTENT
Once you add content to your story, you have the ability to edit the content before
posting. Options include: adding text or writing over the image, adding emoticons,
and adding filters.
Swipe left on the
image to access
different filters.
39V. INSTAGRAM STORIES
4.
POSTING CONTENT
When content is ready, tap Send To on the bottom right. From there you have the option to
add it to your story, share it on your Facebook page so that all followers on your Facebook
and Instagram accounts can see, or choose to send the content directly to a person via Direct
Message or a group of Close Friends. Hit Share when ready.
40V. INSTAGRAM STORIES
5.
TAGGING LOCATION
Instagram Stories are now surpassing Snapchat. How can this help us? While in
stories, you have an option to add a location tag; this will now be attached to your
local areas in your Instagram Story. This will show your post and information to
potential applicants that do not follow you.
To add a location tag, tap the happy- Choose “Location” from the menu of
face icon at the top of the screen. stickers. A selection of nearby
locations will show up; select the
correct one.
41VI.
ADDITIONAL RECRUITING
TOOLS
42VI. ADDITIONAL RECRUITING TOOLS
1.
SOURCING YOUR MARKET
Instagram has a lot of tools that you can use to produce activity. By utilizing the
search bar, you can find local gyms, teams, and high school or college classes. You
can search via hashtags such as #SeniorClass2019 or search for a specific name
such as Tom's River Crossfit, then pinpoint your local target market and message
them straight through the app.
The magnifying glass will bring you to the
Explore tab of Instagram. This page is
different for every single user. You will see
Stories on the top that may be of interest to
you, as well as photos and videos that
people you follow have liked or that are
liked by a large number of people.
Use the Search Bar to search for hashtags,
places, or subject-specific content.
43VI. ADDITIONAL RECRUITING TOOLS
2.
FINDING APPLICANTS
USING RTOOLS
Using Rtools with Instagram can lead to faster communication between applicants
and recruiters. Instagram and Facebook do something great that is so automatic it
often goes unnoticed. When you receive a lead, school list, or ASVAB score that has a
phone number, you can input the number into your phonebook and sync your
contacts within the app. This will show the lead’s Instagram profile and provide
another means of communication.
From your settings, choose Follow your contacts on the Allow Instagram to connect
“Follow and Invite Friends.” next screen. to your contacts; you can
disconnect at any time.
44VII.
WHO TO CONTACT
45VII. WHO TO CONTACT CONTACTS If you come up against any issues on Facebook, or feel you should escalate a conversation or comment, please reach out to Timothy Andrassy Program Advertising Manager Social Media | Direct Mail Navy Recruiting Command timothy.andrassy1@navy.mil (901) 874-7356 DC1 (EXW) Veronica V Scott SWARM Led/Social-Media Marketing (N9) Navy Recruiting Command veronica.v.scott@navy.mil (901) 350-8559
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