Social Media A Common Sense Approach Maj Steven Solomon National Public Affairs Officer National PAO Academy Baltimore Md 22 Aug 2012 PAO Academy Social Media A Common Sense Approach ID: 243364
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National PAO Academy
Social Media: A Common Sense Approach
Maj Steven Solomon
National Public Affairs Officer
National PAO Academy
Baltimore, Md.
22 Aug. 2012Slide2
PAO Academy - Social Media: A Common Sense Approach
At the completion of this presentation, participants will be able
to explain:
the difference
between old and new
media
why more people use social media
who is using social media
the
impact social media has had on CAP
how
social media tools can be used by CAP
CAP’s
regulations for using social media
resources for more information
tools
to monitor social media trends and analysisSlide3
PAO Academy - Social Media: A Common Sense Approach
What is the difference between
“traditional media” and “new” media”?
Slide4
PAO Academy - Social Media: A Common Sense Approach
Traditional
media
= newspapers
, radio and TV.Slide5
PAO Academy - Social Media: A Common Sense Approach
New
media
=
social networking websites on the
Internet, using mobile devices such as smartphones and tabletsSlide6
PAO Academy - Social Media: A Common Sense Approach
“Circulation of U.S. print
newspapers
continues to plummet.. It’s likely that only four major daily newspapers with global reach will continue in print: The New York Times, USA Today, the Washington Post, and the Wall Street Journal.”
-- Center for the Digital Future, USC Annenberg School for Communication & Journalism, 2011.Slide7
PAO Academy - Social Media: A Common Sense Approach
“
Radio
has slipped from the No. 1 medium among 12-24s to No. 3, behind TV and the internet, in terms of hours per day.”
-- Media Life, 2010.Slide8
PAO Academy - Social Media: A Common Sense Approach
“(TV) stations
made less income in 2011 than the year before…One lingering concern for all local television stations is that viewership could hit the skids again once the economy fully recovers.”
-- Pew Research Center’s Project for Excellence in Journalism, 2012.Slide9
PAO Academy - Social Media: A Common Sense Approach
So, what’s taking the place of newspapers, radio and television?Slide10
PAO Academy - Social Media: A Common Sense Approach
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PAO Academy - Social Media: A Common Sense
Approach
“Consumers have gone from albums to iPods, from three networks to 200+ cable channels, from printed newspapers to a 24-hour news cycle, from one land line per family to cell phones for each member.”
-- Inside Radio, 2010.Slide12
PAO Academy - Social Media: A Common Sense Approach
Software innovator Tim O’Reilly calls the current Internet era “Web 2.0,” because websites can now be created by anyone with a computer and Internet access. Wikipedia says Web 2.0 “allows users to interact and collaborate with each other in a social media dialogue .”Slide13
PAO Academy - Social Media: A Common Sense Approach
It allows for user-generated content (pictures, videos, commenting, etc.)
Brings common ideas and people together virtually.
Creates community-driven communications. Monologue has given way to dialogue.
-
Brian Solis, author of “Engage!”Slide14
PAO Academy - Social Media: A Common Sense Approach
Founded in 2004, Facebook is a social utility that helps more than
955 million monthly
active users communicate with their friends, family and co-workers. Slide15
PAO Academy - Social Media: A Common Sense Approach
Twitter is an online social networking and microblogging service with
500
million active users.Slide16
PAO Academy - Social Media: A Common Sense Approach
YouTube is a video sharing website, on which users can upload, share and view videos.
Flickr is an image hosting and video hosting website.Slide17
PAO Academy - Social Media: A Common Sense Approach
American Red Cross
DHS
EAAFAAFEMAU.S. ArmyU.S. Coast Guard Auxiliary
The White House
Who uses social media?Slide18
PAO Academy - Social Media: A Common Sense Approach
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PAO Academy - Social Media: A Common Sense Approach
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PAO Academy - Social Media: A Common Sense Approach
“If
you’re the person introducing social
media…,
you face the challenge of getting people to imagine the possibilities of something they’ve never experienced.” -- Liz Strauss, CEO and founder of SOBCon, a speaker, and author of Successful-Blog.com.Slide21
PAO Academy - Social Media: A Common Sense
Approach
“
All levels of CAP, from flights and squadrons to National Headquarters, are encouraged to create and use social media to help reach out to their membership, potential members, friends of CAP and the general public by telling CAP stories on social networking sites. Units are not required to use social media, but are encouraged to do so as resources allow. CAPR 190-1CAP Public Affairs ProgramSlide22
PAO Academy - Social Media: A Common Sense Approach
supplement
traditional media
reach a wider audienceincrease delivery speed of messageinformation is sent through the same mechanisms that citizens are sharing with friends and family
Why use Social Media?Slide23
PAO Academy - Social Media: A Common Sense Approach
CAP currently engages in
social mediaSlide24
Learning Lab - Social Media for the Civil Air Patrol
New member welcomes
Promotions
Change of command
New duty assignments
Announcements
Tweet at activities
Training news
Mission exercise updates
Encampment news
Color guard dates
Video of events
What can be posted?Slide25
PAO Academy - Social Media: A Common Sense Approach
Limitations -- CAP
social media:
Must operate with the commander’s consent. Shall be overseen by the public affairs officer .Will make use of CAP logos and seals as per CAPR 900-2. Will not violate OPSEC requirements.Will respect copyrights in content.Should use links to nationally produced multi-media, CAP news releases, articles and images.Should be maintained and updated on a regular basis.Slide26
PAO Academy - Social Media: A Common Sense Approach
*Facebook
Friending
TaggedLike*TwitterTweet / ReTweetFollowing / Followers (Tweeps / Twits)MentionsSocial Media may require a new approach to communications language:Slide27
PAO Academy - Social Media: A Common Sense Approach
Want to learn more?Slide28
PAO Academy - Social Media: A Common Sense Approach
LinkedIn
Public Information Officers
1,300+ members who talk
about public affairs and
social media. Slide29
PAO Academy - Social Media: A Common Sense Approach
U.S. Air Force
“All Airmen are encouraged to use new and social media to communicate about topics within their areas of expertise, or their interests.”
http://
www.af.mil/shared/media/document/AFD-090406-036.pdfSlide30
PAO Academy - Social Media: A Common Sense Approach
Red Cross
“All staff and volunteers are encouraged to “listen” and engage on the social web.”
http://www.scribd.com/doc/92697012/Social-Engagement-Handbook-2-0Slide31
PAO Academy - Social Media: A Common Sense Approach
http://
www.gcflearnfree.org/facebook101
Facebook 101Slide32
PAO Academy - Social Media
: A Common Sense Approach
http://
michaelhyatt.com/the-beginners-guide-to-twitter.html The Beginner’s Guide to TwitterSlide33
PAO Academy - Social Media: A Common Sense Approach
http://
training.fema.gov/EMIWeb/IS/is42.asp
IS -42 Social Media in Emergency ManagementSlide34
PAO Academy - Social Media: A Common Sense Approach
Social media can be measured
quantitatively and qualitatively
By the numbers:Total posts, tweets, mentions or responses indicate level of activity;
Total followers/friends and count of “impressions” indicate potential audience;Views/clicks can be measured through YouTube
;
Tone:
Social media analysis summaries can describe tone of coverage, from positive, neutral to negative.Slide35
PAO Academy - Social Media: A Common Sense Approach
Social Media is here to stay and is critical to the success of CAP.
Understand every communication mechanism that can impact the view of CAP by our stakeholders!Slide36
PAO Academy - Social Media: A Common Sense Approach
Summary questions you should now be able to answer
:
what does CAPR 190-1 say about social media? how can social media be used to get CAP information out to our stakeholders/citizens? does social media provide an advantage over traditional media? what resources are available for more information about using social media in the best possible ways?