Social Media: A Common Sense Approach

Report
National PAO Academy
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
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 analysis
PAO Academy - Social Media: A Common Sense Approach
What is the difference between
“traditional media” and “new” media”?
PAO Academy - Social Media: A Common Sense Approach
Traditional media = newspapers, radio and TV.
PAO Academy - Social Media: A Common Sense Approach
New media = social networking websites on
the Internet, using mobile devices such as
smartphones and tablets
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.
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.
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.
PAO Academy - Social Media: A Common Sense Approach
So, what’s taking the place of
newspapers, radio and television?
PAO Academy - Social Media: A Common Sense Approach
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.
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 .”
PAO Academy - Social Media: A Common Sense Approach
Monologue has
given way to
dialogue.
-Brian Solis, author of
“Engage!”
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 coworkers.
PAO Academy - Social Media: A Common Sense Approach
Twitter is an online social
networking and
microblogging service
with 500 million active
users.
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.
PAO Academy - Social Media: A Common Sense Approach
Who uses social media?
American Red Cross
DHS
EAA
FAA
FEMA
U.S. Army
U.S. Coast Guard Auxiliary
The White House
PAO Academy - Social Media: A Common Sense Approach
PAO Academy - Social Media: A Common Sense Approach
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.
PAO Academy - Social Media: A Common Sense Approach
PAO Academy - Social Media: A Common Sense Approach
Why use Social Media?
• supplement
traditional media
• reach a wider audience
• increase delivery speed of message
• information is sent through the same
mechanisms that citizens are sharing with
friends and family
PAO Academy - Social Media: A Common Sense Approach
CAP currently engages in social media
Learning Lab - Social Media for the Civil Air Patrol
What can be posted?
•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
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.
PAO Academy - Social Media: A Common Sense Approach
Social Media may require a
new approach to
communications language:
*Facebook
Friending
Tagged
Like
*Twitter
Tweet / ReTweet
Following /
Followers (Tweeps /
Twits)
Mentions
PAO Academy - Social Media: A Common Sense Approach
Want to learn more?
PAO Academy - Social Media: A Common Sense Approach
LinkedIn
Public Information Officers
1,300+ members who talk
about public affairs and
social media.
PAO Academy - Social Media: A Common Sense Approach
U.S. Air Force
http://www.af.mil/shared/media/document/AFD-090406-036.pdf
PAO Academy - Social Media: A Common Sense Approach
Red Cross
http://www.scribd.com/doc/92697012/Social-Engagement-Handbook-2-0
PAO Academy - Social Media: A Common Sense Approach
Facebook 101
http://www.gcflearnfree.org/facebook101
PAO Academy - Social Media: A Common Sense Approach
The Beginner’s Guide to Twitter
http://michaelhyatt.com/the-beginners-guide-to-twitter.html
PAO Academy - Social Media: A Common Sense Approach
IS -42 Social Media in Emergency Management
http://training.fema.gov/EMIWeb/IS/is42.asp
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.
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!
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?

similar documents