How would reprimand unfavorable actions displayed via social media?

I had an issue with this before in the past... We were on orders in MS and one of my NCO's decided to go to Mardi Gras in her ACU's and then took a picture of herself with beads around her neck etc... And posted it on FB... I got a phone call at 5am telling me to look at her page as I was friends with her at the time, and by the time I walked into my office my phone was ringing with the CPT on other line because she was also friends with him... I counseled her to which her response was " so and so was doing it, why am I being punished?" To which I stated "so and so is not my Soldier and it is up to their leaders what to do, and also you displayed it where your entire chain of command could see it.." I made her give a class on the appropriate wearing of the Army uniforms...
I tell my Soldiers to not post stupid things on FB because it makes the military in general look bad as we are seen as professionals in the general public eye... I have gotten responses like " oh and you were never stupid when you were younger SSG?"
Which my response is " oh yeah we were stupid, hell we were stupider than half of you, we were just smart enough to not take pictures and have proof of our stupidity.. We left no evidence.."

The ONLY reason it travels so fast on social media is because of this group. You want to stop the spread of military black eyes? Stop reposting it. You aren't helping a single bit. 

Lets talk about some stories this group forgot to blow up on facebook for the whole world to see. Like how about the dozens of officers that cheated on their proficiency exams. No big deal? Yeah, except it was for a job that has the potential to kill millions at the turn of some keys. Yeah Nuclear Missleers, looking at you guys. Or how about the Major General that went on a 3-day drinking binge in Moscow and fraternized with 2 suspicious Russian women. 

Seems like we forget that underneath the uniforms are humans. Humans that screw up and make mistakes. The uniform doesn't make you infallible. Acting like it should puts way more pressure on the human inside it then they should possibly be asked to handle. And to turn around and broadcast it for the world to see makes this group just as guilty of social media abuse as the OP's.

As for the two scenarios i listed above, just like The Legend of Zelda, I've got Links.

Cheating Missleers: http://www.washingtonpost.com/world/national-security/air-force-investigates-dozens-accused-of-cheating-on-nuclear-proficiency-exams/2014/01/15/ef334cba-7e22-11e3-95c6-0a7aa80874bc_story.html

Binge Drinking MG: http://www.washingtonpost.com/world/national-security/report-us-air-force-general-drank-too-much-fraternized-with-foreign-women-in-moscow/2013/12/19/7f3cdba0-68ed-11e3-a0b9-249bbb34602c_story.html

Please tell me i'm in the wrong here, Hypocrisy is one of the many reason i'm glad i was victim to the Constrained CJR cuts!!

I really hate to say this but I am almost in favor of the military putting a ban on social media...OR.. may be just banning military related pictures and comments. This facebook nonsense is getting out of hand.

I really and starting to see a new briefing about social media that will be 350-1 training.

I think it really depends on severity of the issue. Corresponding an issue with the punishment really pushes home the fact or the lesson. Everything in a public forum is available to full public (Akin to saying it your parents, or in the case of the military, your 1SG). Considering that wood-line treatments are frowned up anymore (I learned some of my best lessons about carrying my rifle, and kit that way...) there are always corrective training or counseling. If someone steps out of line, then it is their job to instruct proper social media training to the unit, or if a platoon, then the Company (With the CO's permission of course). Social media can be a useful tool for everyone that uses it. But, just like a rifle, if social media is not used properly, it can just as easily shoot you in the foot.

First and foremost, there needs to be corrective training to ensure the standards and expectations regarding social media are understood. This should be tied in with values, OPSEC, etc. There is still a grey area between private space and public space online, and not everyone may fully understand. Obviously there are some gross exceptions that are common sense, but nonetheless, we as leaders need to adapt and implement new standards and technology and culture progresses. 

I encourage all service members to behave to a higher standard than your civilian friends - not because what they do is wrong, but because you wear the uniform, it is expected of you. This instills a personal challenge to them and they want to do it for themselves and not for anyone else. I never try to intimidate anyone with rank - mine or anyone else's. We are all on the same team and our ranks are given by God - he puts us where he wants us - we should serve as whatever rank we are as best we can in every situation.