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U.S. Navy Command Facebook
Assessment and Worksheet
March 2015
Creating a Facebook page is only a beginning. As Navy communicators, we encourage
the use of Facebook to communicate with our key stakeholders and, when applicable,
engage in a dialogue with them about topics of interest for each command. So, how do
you know if your Facebook page is successful? Complete the worksheet below to
determine your Facebook page’s grade and identify areas for improvement.
Strategy
My command’s score: ___/ 6
▢ Do you know the purpose of your command Facebook page?
My command uses Facebook to:
▢ Do you know who your intended audience is on Facebook?
My command wants to communicate with:
I.e. Sailors in my command, families of those in my command, those who have served in
my command, local media, etc.
▢ Do you know who your actual fans are?
The people who like my command’s Facebook page are:
Tip: Attract and engage intended audience on page while embracing other supporters.
▢ Are you actively working to bridge the gap between your current fans and the
audience your command wants to reach?
My command is actively reaching out to intended audiences by:
▢ My page already effectively includes the intended command audience.
▢ Check this box if your Facebook page is not linked to another social network.

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Tip: Social networks appeal to different types of users and the networks have their own
“languages.” For example, Facebook users post, like and share while Twitter users tweet,
favorite and retweet. Also, Facebook posts that are automatically sent as tweets are
often truncated because of Twitter’s 140 character limit; your entire message is likely not
being received – not to mention you are missing an opportunity to engage your audience
on the platform itself.

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Administration
My command’s score: ___ / 2
▢ Do you have a set of written guidelines that all administrators adhere to when posting
or commenting on your command’s page?
Tip: This set allows for smooth transition of personnel. These guidelines can be
very short and simple, but, at a minimum, should indicate who has administrative
rights, what kind of content you will post at what frequency, how the page will be
monitored, and who will respond to comments.
▢ Does more than one person (one account) have administrative rights to your
command’s page?
Tip: In case of emergency or transitioning personnel, this can become very
important. You do not want a single point of failure for such a powerful
communication channel. Deployed units should also have shore-side
administrator to update page during times of limited connectivity such as a family
readiness group, TYCOM representative, ombudsmen or senior spouse.

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Content
My command’s score: ___ / 8
▢ Are you providing information to current fans that they find useful and interesting?
My command posts content to Facebook that is relevant, timely and unique to our
audiences such as:
▢ Do you frequently post content?
My command posts content to Facebook at least:
Tip: Post several times a week. Spread your content throughout the week and day.
Do not post content back-to-back. You will lose fans if you overload them with
updates all at once.
▢ Do you post a variety of content?
Tip: Share a variety of photos, links, status updates and videos that are relevant to your
audience.
▢ Are your posts concise and conversational?
Tip: Posts that are about two lines of text tend to receive more engagements – likes,
comments and shares – than longer posts. Remember you are using social media. So,
make the connection between your page and your audience with phrases such as our
Navy, your Sailors, etc. Also, posts that pose questions to your fans receive more
interaction.
▢ Do you spell check your post?
Tip: Draft your post in a word processor and spell check your message before
posting it. This extra step improves your product’s quality – especially when you are
pressed for time.
▢ Are you responsive to fan questions and comments?
My command responds to all questions and engages with fans by:
∫Tip: Comments should be monitored daily, responded to and/or directed to the
appropriate subject matter expert to provide an answer as soon as possible. Not all

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comments may be able to be responded to, but be consistent and pay particular
attention to recurring questions/comments.
▢ Do 3/4 of your Facebook posts include a call to action or a question posed to
readers/fans?
▢ The majority of my posts include a call to action, whether it is to share, like,
comment, visit another website/page, answer a question, or think about the
subject matter being shared.

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Page layout and requirements
My command’s score: ___ / 5
▢ Is your command page name fitting and easily recognizable to your target
stakeholders?
My command page name is: _______ , which is easily
recognizable because:
a Example (what works): USS Abraham Lincoln (CVN 72)
b Example (what doesn’t work): UNIT ACRYONYM PAO – even though an
acronym may seem common to you, it may not be easily recognizable by
family members, media and other interested parties. Try to use the full
command name whenever possible and think about your intended
audience’s level of understanding.
▢ Does your command profile picture best portray your command and attract people to
the page?
Tip: Sometimes, the command seal or crest is not the most recognizable
command image, particularly when it’s small. Consider using a photo that is
indicative of your command and easily recognizable.
▢ Is all required information visible including disclaimer text and official Navy.mil
website?
Tip: See the page requirements on the Navy Social Media Directory page to ensure all
DoD and Navy requirements are met.
▢ Do you have a vanity URL for the page?
My command’s vanity URL is: Facebook.com/__________________________________
Tip: A custom URL such as Facebook.com/USNavy can make it much easier to find your
page and to promote your page on other communication channels. To obtain a vanity
URL, go to Facebook.com/Username. Be sure to select a username that stakeholders will
logically type in when they think of your command.
Avoid creating a vanity URL based on a specific name. If your command wants a
Facebook page, create one based on the position. You can change the title of a page to
match the individual, but the vanity URL cannot be edited once created.

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▢ Does your page use a cover photo?

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Integration and metrics
My command’s score: ___ / 13
▢ Is the command Facebook page linked on the official Navy.mil website?
If not, register your page at http://www.navy.mil/CommandDirectory.asp.
▢ Is there a link on your command’s website page to your Facebook page?
▢ Do your command Facebook administrators integrate with other parts of the
organization to obtain rich content from all aspects of the command?
Command Facebook administrators meet regularly with __________________________
teams to discuss content ideas and leverage content being created for the command and
fleet overall.
▢ Command Facebook administrators notify CHINFO when they post content (or plan
to post content) that would be interesting to the entire fleet.
▢ Is your Facebook page aligned with your command’s other communication activities?
▢ Has your command identified key performance indicators for your page (both
qualitative and quantitative)?
▢ My command is trying to grow our base of key stakeholders, therefore we
track fan growth.
▢ My command is interested in increasing the reach of command messaging, so
we track how many impressions our posts receive.
▢ My command is trying to build an active stakeholder community, therefore we
track how many interactions our posts receive (likes, comments, shares).
▢ My command is trying to increase understanding of our command’s initiatives,
therefore we track how many substantive comments we receive on posts.
▢ My command is trying to spread command messaging beyond our page’s fan
page, so we track how many shares our posts receive.
▢ Does your command regularly check to see if the key performance indicators are
being achieved?

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Tip: Interactions, shares and “people talking about” scores should be monitored
weekly. Fan growth should be monitored and analyzed monthly to see where fans
are coming from and whether the demographics of your fan base has shifted.
▢ Does your command make periodic adjustments to its strategy and content based on
its progress to meeting key performance indicators?
Tip: Audience analysis should be conducted quarterly. Page strategy and guidance
should be updated annually.

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My command’s Facebook grade (Add up scores from each section)
_____ / 34
Priority Areas for Improvement:
• Strategy:
• Administration:
• Content:
• Page Layout:
• Integration and Metrics: