1 00:00:07,559 --> 00:00:09,869 Conventional war is easy to imagine. 2 00:00:10,600 --> 00:00:13,560 Tanks battle, artillery aims and fires 3 00:00:13,560 --> 00:00:16,399 on fixed locations, planes bomb 4 00:00:16,399 --> 00:00:19,159 targets and masses of soldiers clash 5 00:00:19,159 --> 00:00:22,819 in a defined war zone. In reality, 6 00:00:23,110 --> 00:00:25,229 warfare happens on a spectrum that 7 00:00:25,229 --> 00:00:27,229 ranges from nuanced engagements on 8 00:00:27,229 --> 00:00:29,430 social media to physical combat. 9 00:00:30,889 --> 00:00:32,909 Modern conflicts are fought in an 10 00:00:32,909 --> 00:00:35,131 information environment as much as they 11 00:00:35,131 --> 00:00:37,869 are in a physical space. Ideas are 12 00:00:37,869 --> 00:00:40,740 weapons. Their reach is global and 13 00:00:40,740 --> 00:00:42,889 people are drafted into the war of 14 00:00:42,889 --> 00:00:46,830 information disorder. Adversaries and 15 00:00:46,830 --> 00:00:49,229 bad actors are using non-military means 16 00:00:49,229 --> 00:00:51,860 like social media to spread propaganda 17 00:00:51,860 --> 00:00:55,040 and sow division. These actions meet 18 00:00:55,040 --> 00:00:57,439 strategic objectives without overt 19 00:00:57,439 --> 00:01:00,119 aggression. These adversaries are 20 00:01:00,119 --> 00:01:02,159 operating within the grey zone of 21 00:01:02,159 --> 00:01:04,800 conflict. Grey zone conflicts happen 22 00:01:04,800 --> 00:01:07,239 over time and challenge the concept 23 00:01:07,239 --> 00:01:10,160 that war and peace are two distinct 24 00:01:10,160 --> 00:01:13,949 conditions. You may feel as if the news 25 00:01:13,949 --> 00:01:16,069 cycle has gone from quiet to 26 00:01:16,069 --> 00:01:18,389 catastrophe in the span of just a few 27 00:01:18,389 --> 00:01:22,110 hours but in reality, the campaign 28 00:01:22,110 --> 00:01:25,650 has been raging for months. Social 29 00:01:25,650 --> 00:01:27,410 media is a constantly evolving 30 00:01:27,410 --> 00:01:29,690 battlefield. The algorithms are 31 00:01:29,690 --> 00:01:31,809 reshaping the terrain every time you 32 00:01:31,809 --> 00:01:35,349 visit. Social media soldiers 33 00:01:35,349 --> 00:01:37,980 deploy bombs with an unlimited range. 34 00:01:38,470 --> 00:01:41,029 Explosions are imprecise and create 35 00:01:41,029 --> 00:01:44,769 long-lasting damage. On social media, 36 00:01:44,980 --> 00:01:47,099 tactical impacts are not limited by 37 00:01:47,099 --> 00:01:50,209 troop strength. A Facebook page with 38 00:01:50,209 --> 00:01:52,730 strong organic reach and only 10,000 39 00:01:52,730 --> 00:01:55,010 followers can do as much damage as a 40 00:01:55,010 --> 00:01:56,788 page with 1 million followers. 41 00:01:58,440 --> 00:02:00,940 Immediacy usually drives interaction, 42 00:02:01,300 --> 00:02:03,449 but a sensitive issue can go nuclear 43 00:02:03,449 --> 00:02:05,616 and quickly fire up a large audience. 44 00:02:06,940 --> 00:02:08,850 Your best plan of attack against 45 00:02:08,850 --> 00:02:10,940 information disorder is to arm your 46 00:02:10,940 --> 00:02:13,009 stakeholders with the truth. 47 00:02:16,250 --> 00:02:18,250 Let's say you're a world leader who 48 00:02:18,250 --> 00:02:20,472 goes online to defend your country from 49 00:02:20,472 --> 00:02:23,580 a bully. This defensive tactic serves 50 00:02:23,580 --> 00:02:25,660 as an offensive hit against the 51 00:02:25,660 --> 00:02:28,820 disinformation campaign. The narrative 52 00:02:28,820 --> 00:02:31,380 is defended and the ground is stolen 53 00:02:31,380 --> 00:02:33,380 away from the adversary at the same 54 00:02:33,380 --> 00:02:37,289 time. It may take years to build the 55 00:02:37,289 --> 00:02:39,511 organizational structures and establish 56 00:02:39,511 --> 00:02:41,678 narrative advocates who will fight for 57 00:02:41,678 --> 00:02:45,339 you and for themselves. Prepare for 58 00:02:45,339 --> 00:02:47,339 battle in the gray zone just as you 59 00:02:47,339 --> 00:02:49,970 would for any other conflict. Know 60 00:02:49,970 --> 00:02:52,690 your adversaries' arsenal, build your 61 00:02:52,690 --> 00:02:55,639 offense and fortify your defenses. 62 00:02:57,080 --> 00:02:59,360 Understanding the many forms warfare 63 00:02:59,360 --> 00:03:01,669 can take within the digital environment 64 00:03:01,880 --> 00:03:03,750 is a positive step towards victory.