<html xmlns:v="urn:schemas-microsoft-com:vml" xmlns:o="urn:schemas-microsoft-com:office:office" xmlns:w="urn:schemas-microsoft-com:office:word" xmlns:m="http://schemas.microsoft.com/office/2004/12/omml" xmlns="http://www.w3.org/TR/REC-html40"><head><meta http-equiv=Content-Type content="text/html; charset=utf-8"><meta name=Generator content="Microsoft Word 14 (filtered medium)"><!--[if !mso]><style>v\:* {behavior:url(#default#VML);}
o\:* {behavior:url(#default#VML);}
w\:* {behavior:url(#default#VML);}
.shape {behavior:url(#default#VML);}
</style><![endif]--><style><!--
/* Font Definitions */
@font-face
{font-family:Calibri;
panose-1:2 15 5 2 2 2 4 3 2 4;}
@font-face
{font-family:Tahoma;
panose-1:2 11 6 4 3 5 4 4 2 4;}
/* Style Definitions */
p.MsoNormal, li.MsoNormal, div.MsoNormal
{margin:0in;
margin-bottom:.0001pt;
font-size:12.0pt;
font-family:"Times New Roman","serif";}
a:link, span.MsoHyperlink
{mso-style-priority:99;
color:blue;
text-decoration:underline;}
a:visited, span.MsoHyperlinkFollowed
{mso-style-priority:99;
color:purple;
text-decoration:underline;}
p
{mso-style-priority:99;
mso-margin-top-alt:auto;
margin-right:0in;
mso-margin-bottom-alt:auto;
margin-left:0in;
font-size:12.0pt;
font-family:"Times New Roman","serif";}
p.MsoAcetate, li.MsoAcetate, div.MsoAcetate
{mso-style-priority:99;
mso-style-link:"Balloon Text Char";
margin:0in;
margin-bottom:.0001pt;
font-size:8.0pt;
font-family:"Tahoma","sans-serif";}
span.EmailStyle19
{mso-style-type:personal-reply;
font-family:"Calibri","sans-serif";
color:#1F497D;}
span.BalloonTextChar
{mso-style-name:"Balloon Text Char";
mso-style-priority:99;
mso-style-link:"Balloon Text";
font-family:"Tahoma","sans-serif";}
.MsoChpDefault
{mso-style-type:export-only;
font-family:"Calibri","sans-serif";}
@page WordSection1
{size:8.5in 11.0in;
margin:1.0in 1.0in 1.0in 1.0in;}
div.WordSection1
{page:WordSection1;}
--></style><!--[if gte mso 9]><xml>
<o:shapedefaults v:ext="edit" spidmax="1026" />
</xml><![endif]--><!--[if gte mso 9]><xml>
<o:shapelayout v:ext="edit">
<o:idmap v:ext="edit" data="1" />
</o:shapelayout></xml><![endif]--></head><body lang=EN-US link=blue vlink=purple><div class=WordSection1><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>It is important to select a target audience when crafting a message, this helps to determine which communication channel you will use to deliver the message. Add them to your channel mix if you have stakeholders that use Instagram and Snapchat as one of their primary channels to receive information. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Fifty years ago, the notion of the medium is the message became mainstream. The same words have a different impact whether delivered by email, a hand-written note, or a personal phone call. Having a variety of options in the channel mix can be helpful.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>There is a wide range of technology users from the innovators and early-adopters, to the early and late majority, to the laggards. 50% of technology users are in the late majority and laggard stages of the innovation adoption lifecycle, while many cadets could likely be in the early stages of the lifecycle. This is where knowing your audience becomes important. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>I find it challenging to maintain multiple social media channels, more channels requires more resources to keep content fresh. My primary Internet-based channels are web site, Facebook and Twitter. I do have a Google+, Instagram, YouTube, Flickr and Vine accounts that get updated less frequently.<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>The web site is important. It can be used to publish your own content, then use hyperlinks on the various social media channels to drive traffic back to your web site. This way , you are not dependent on traditional media to pick up your story. <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'>Why go through all the effort if your message is a dud? The question ultimately comes down to “is your content of interest to the audience you targeted?” Multimedia content such as images, graphics, video is the dominant trend. How effective is your message? Did you select a target, frame the information in a context that appeals to your audience, and then use an appropriate channel to deliver it? <o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Arial","sans-serif";color:#003F87'><img width=248 height=43 id="Picture_x0020_8" src="cid:image001.png@01D0542C.71143BB0" alt="CAP signature"><o:p></o:p></span></b></p><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Arial","sans-serif";color:#003F87'><o:p> </o:p></span></b></p><p class=MsoNormal><b><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'>JEFFREY P CARLSON, Maj, CAP<o:p></o:p></span></b></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'>Public Affairs Officer<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'>Group 5 Headquarters<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'>Florida Wing | Civil Air Patrol<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Arial","sans-serif";color:#003F87'>(C) 941.228.4254<o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><a href="mailto:jcarlson@flwg.us"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_9" src="cid:image014.jpg@01D0542C.8236FB80" alt=email></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><a href="http://group5.flwg.us/fl370.aspx"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_10" src="cid:image015.jpg@01D0542C.8236FB80" alt=www></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><a href="https://www.facebook.com/Group5.FLWG.CAP?ref=hl"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_11" src="cid:image016.png@01D0542C.8236FB80" alt=facebook></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><a href="http://www.flickr.com/photos/group5_flwg/"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_12" src="cid:image017.png@01D0542C.8236FB80" alt=flickr></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><a href="https://www.youtube.com/channel/UCJyuP9azB0MfI-5Dtcfv-0A"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_13" src="cid:image018.png@01D0542C.8236FB80" alt=youtube></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'> </span><a href="http://twitter.com/SERFL370"><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D;text-decoration:none'><img border=0 width=33 height=33 id="Picture_x0020_14" src="cid:image019.png@01D0542C.8236FB80" alt=twitter></span></a><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p></o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><span style='font-size:11.0pt;font-family:"Calibri","sans-serif";color:#1F497D'><o:p> </o:p></span></p><p class=MsoNormal><b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'>From:</span></b><span style='font-size:10.0pt;font-family:"Tahoma","sans-serif"'> cap-pao-bounces@lists.sempervigilans.org [mailto:cap-pao-bounces@lists.sempervigilans.org] <b>On Behalf Of </b>Bruce Kipp<br><b>Sent:</b> Sunday, March 01, 2015 12:07 PM<br><b>To:</b> CAP-PAO<br><b>Subject:</b> [PAO] Efficacy of Specific Social Media Platforms<o:p></o:p></span></p><p class=MsoNormal><o:p> </o:p></p><div><p class=MsoNormal>South Dakota Wing currently uses the a Website, Facebook and Twitter to get the word out to our internal and external audiences. CAP regulations say we must maintain a website. Okay, no problem. Recent very high level discussions have come to the feeling that Facebook is ancient and that Twitter is nearly obsolete. There is growing impetus for us to expand into Instagram and Snapchat. While I am willing to consider doing so I am not sure that these two social media platforms would really be all that useful as a tool to communicate with our internal and external audiences. Therefore, I am asking you, what social media platforms does your unit use and how effective have they proven to be?<br clear=all><o:p></o:p></p><div><div><div><div><div><div><div><div><div><div><div><div><div><div><div><div><div><div><div><p class=MsoNormal>^ <o:p></o:p></p></div><div><p class=MsoNormal><o:p> </o:p></p></div><div><div><p class=MsoNormal><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:black'> </span><span style='font-family:"Arial","sans-serif";color:black'> <a href="https://sites.google.com/site/davidsmallcap/home/unnamed.png?attredirects=0" target="_blank"><span style='color:#1155CC;text-decoration:none'><img border=0 id="_x0000_i1025" src="https://sites.google.com/site/davidsmallcap/_/rsrc/1419973116560/home/unnamed.png"></span></a></span><span style='font-family:"Calibri","sans-serif";color:black'><o:p></o:p></span></p></div><p style='margin:0in;margin-bottom:.0001pt'><strong><span style='font-family:"Arial","sans-serif";color:#04427A'> Maj. Bruce Kipp, CAP</span></strong><b><span style='font-family:"Arial","sans-serif";color:#04427A'><br></span></b><span style='font-family:"Arial","sans-serif";color:gray'> SD Public Affairs Officer</span><span style='font-family:"Arial","sans-serif"'><br><span style='color:gray'> </span></span><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:gray'> </span><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:blue'>605.261.4507</span><span style='font-family:"Calibri","sans-serif"'><o:p></o:p></span></p><p style='margin:0in;margin-bottom:.0001pt'><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:gray'> </span><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:blue'> <a href="mailto:bruce.kipp@sdcap.us" target="_blank">bruce.kipp@sdcap.us</a></span><span style='font-family:"Calibri","sans-serif"'><o:p></o:p></span></p><p style='margin:0in;margin-bottom:.0001pt'><span style='font-family:"Arial","sans-serif";color:#04427A'> </span><span style='font-size:7.5pt;font-family:"Arial","sans-serif";color:#04427A'> U.S. Air Force Auxiliary<br></span><span style='font-size:7.5pt;font-family:"Calibri","sans-serif";color:black'> </span><span style='font-size:7.5pt;font-family:"Arial","sans-serif"'><a href="http://www.gocivilairpatrol.com/" target="_blank">gocivilairpatrol.com</a></span><span style='font-family:"Calibri","sans-serif"'><o:p></o:p></span></p><p style='margin:0in;margin-bottom:.0001pt'><span style='font-family:"Arial","sans-serif";color:#05539B'> </span><span style='font-family:"Calibri","sans-serif";color:black'><a href="https://www.facebook.com/SDWingCAP" target="_blank"><span style='font-family:"Arial","sans-serif";color:#1155CC;text-decoration:none'><img border=0 id="_x0000_i1026" src="https://cdn1.iconfinder.com/data/icons/socialnetworking/32/facebook.png"></span></a><a href="https://twitter.com/SDWingCAP" target="_blank"><span style='font-family:"Arial","sans-serif";color:#1155CC;text-decoration:none'><img border=0 id="_x0000_i1027" src="https://cdn1.iconfinder.com/data/icons/Classy_Social_Media_Icons/32/twitter.png"></span></a><a href="https://www.flickr.com/photos/102270464@N02/sets" target="_blank"><span style='font-family:"Arial","sans-serif";color:#1155CC;text-decoration:none'><img border=0 id="_x0000_i1028" src="https://cdn1.iconfinder.com/data/icons/socialnetworking/32/flickr.png" alt="https://www.flickr.com/photos/102270464@N02/sets"></span></a><o:p></o:p></span></p></div><div><div><p class=MsoNormal><span style='font-family:"Arial","sans-serif";color:black'> </span><span style='font-family:"Calibri","sans-serif";color:black'><o:p></o:p></span></p></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></div></body></html>