lt col paul cianciolo national marketing & social media manager 27 august 2015 utilizing...
TRANSCRIPT
Lt Col Paul Cianciolo
National Marketing & Social Media Manager
27 August 2015
Utilizing Official Facebook & Twitter
Channels
Official CAP Channels
★CAP Social Media Channel = CAP Internet Operation under CAPR 110-1 (Approved Annually)
★CAP Name & Markings = Authorized by Congress in Title 36 (Uses Outlined in CAPR 900-2)
★CAP Member = Official Capacity when Authorized by a Commander at Specific Organizational Level
What is Social Media?
★Think of regular media as a one-way street where you can read a newspaper or see a report on TV. You have very limited ability to give your thoughts on the matter.
★Social media is a two-way street that gives you the ability to communicate and engage.
★The primary goal of every local CAP social media channel is to raise awareness of CAP activities and members that positively reflect our Core Values.
Social Media Guidelines
★CAP Social Media Hierarchy
★Sets Certain Standardization of Social Channels
A social media channel is an account setup for a specific purpose and set of goals.
Twitter vs. Facebook
Twitter Basics
★Microblog for real-time updates
★Where breaking news happens; post first!
★Information network made up of 140-character messages called Tweets
Twitter Glossary
Twitter Branding
Tweet Anatomy
★23 characters for photos, leaving 117 characters.
★22/23 characters for links, leaving 94/95 characters with a photo.
★Tag photo without using 140 character limit.
Facebook Basics
★Social network to connect & share with friends & family
★Invite to Events & Groups
★Pages are for businesses, brands, and organizations to share their stories and connect with people.
Facebook Basics
★Personal ProfilesMust be a real person age 13+.
★Official PagesPages may only be created and managed by official representatives.
★Community PagesNot officially represented and labeled as “community.”
★EventsOne-time event with RSVP that can be hosted by Profiles, Pages, and Groups.
★GroupsSpace for discussion and sharing, which can be Public, Closed, or Secret.
Facebook Branding
Terms in CommonFacebook Twitter
★Profile Settings★Can’t Edit a Tweet
★Followers★Vine & Periscope★YouTube & Twitter
★Login Verification
★TweetDeck★TweetDeck & 3rd Party
★Header Photo
★About Section★Can Edit Post★Fans/Likes★Instagram★Facebook Video★Login Approvals★Managed by Profiles
★Publishing Tools★Cover Photo
Hashtags
★#CivilAirPatrol ★#GoFlyCAP★#CAPCadet ★#CAPNC15 ★#CAPMission★#CAPExercise★#TotalForce
★No one owns any hashtags.
★Use as part of a #sentence alone in a post. #StudentPilot
★3-5 hashtags on Twitter
★11-20 hashtags on Instagram
Twitter Best Practices
★Go to media.twitter.com (Government & Nonprofit)
★Setup & use Lists to track CAP units & topics
★Write for your audience, not always AP style
★Reply to own tweet to continue the message beyond 140 characters & bounce back up timeline
★Use Direct Messages to take conversations private when appropriate
★Don’t begin a tweet with a username; start with a period if needed in replies
Facebook Best Practices
★Pages Manager App (separate from Facebook app)
★Go to facebook.com/twitter to link your Facebook Page and Twitter channel together
★Highlight & Pin posts that are more important
★Write for your audience, not always AP style
★Tag CAP and other company Pages in posts
★Upload videos directly to Facebook★Respond to messages within 24 hours (5 min. icon)
★Target posts to location & demographics
Resources
★Read Social Media Articles & Infographics:https://delicious.com/elementdc
★Join CAP Public Affairs Facebook Group:https://www.facebook.com/groups/4305419935
★Email Lt Col Paul Cianciolo:[email protected]
Social Analytics Framework
Marketing Process
Source: http://simplymeasured.com
Metrics
★This is how you measure your social media goals that you outline in your annual PA Plan.○Insights vs. Analytics○Timeline○Reach vs. Impressions○Engagement Rate○Followers vs. Fans/Likes○Link Clicks
Activity
★Determine top Facebook post & Tweet of year.
★Share top Facebook post & Tweet to CAP Public Affairs Facebook Group; tag with #CAPNC15.○What was your goal for the posting the content?
○Who was your intended audience?○How many people did you reach? Also 0n Facebook, how many of those were non-fans of your Page?
○How many fans/followers does your channel currently have, and how many did it have on January 1?
○What was the engagement rate?
Please complete the 2015 survey online for a chance to have your conference registration fee refunded.
www.surveymonkey.com/r/15NatCon