Attendees mingle during a break at the first annual Chirp, Twitter Developer's Conference April 14, 2010 in San Francisco, California. (Justin Sullivan/GETTY IMAGES)

“The information domain is a battlespace, and it is one in which [United States Forces - Afghanistan] USFOR-A must take aggressive actions to win the important battle of perception,” reads a performance work statement. The document outlines a number of different positions to support the Deputy Chief of Staff’s communication office.

“To date, the Insurgents (INS) have undermined the credibility of USFOR-A, the International Community (IC), and Government of the Islamic Republic of Afghanistan (GIRoA) through effective use of the information environment, albeit without a commensurate increase in their own credibility,” the document continues. “This is a critical problem for USFOR-A but the consequences for GIRoA are even greater. GIRoA and the IC need to wrest the information intiative from the INS.”

The social media manager post is among many positions the Army is hoping to fill. The statement also outlines the need for a “Web Engineer/Social Media Portal Manager” and “Defense Video Information Distribution System (DVIDS) Technician.”

In an editorial, Wednesday, Mark W. Johnson, co-founder and chairman of Innosight, an innovation strategy firm, warned that the U.S. military had an imperative to innovate, creating a new business model for a new war:’s not enough to ask American warfighters, “What do you need?” We need to start asking them, “What are you trying to get done?” That’s the real question.

Yet identifying the answer in today’s more ambiguous and unfamiliar combat won’t be easy. After ten years of war, at much too high a cost in lives and treasure, we have learned the hard way what’s really needed – detection of explosive devices and similar threats, security among a civilian population that has hidden enemies, and the critical ability for instant communication among everyone in all units. 

With job postings like this one, it appears the Army is getting the message.

(h/t What’s Trending/CBS)