[PAO] Efficacy of Specific Social Media Platforms

Sun Mar 1 13:32:13 CST 2015

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.  

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.

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. 

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.

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.  

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?   

CAP signature

JEFFREY P CARLSON, Maj, CAP

Public Affairs Officer

Group 5 Headquarters

Florida Wing | Civil Air Patrol

(C) 941.228.4254

 <mailto:jcarlson at flwg.us> email    <http://group5.flwg.us/fl370.aspx> www    <https://www.facebook.com/Group5.FLWG.CAP?ref=hl> facebook    <http://www.flickr.com/photos/group5_flwg/> flickr    <https://www.youtube.com/channel/UCJyuP9azB0MfI-5Dtcfv-0A> youtube   <http://twitter.com/SERFL370> twitter

From: cap-pao-bounces at lists.sempervigilans.org [mailto:cap-pao-bounces at lists.sempervigilans.org] On Behalf Of Bruce Kipp
Sent: Sunday, March 01, 2015 12:07 PM
To: CAP-PAO
Subject: [PAO] Efficacy of Specific Social Media Platforms

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?

^ 

   <https://sites.google.com/site/davidsmallcap/home/unnamed.png?attredirects=0> 

   Maj. Bruce Kipp, CAP
   SD Public Affairs Officer
    605.261.4507

    bruce.kipp at sdcap.us

    U.S. Air Force Auxiliary
     gocivilairpatrol.com <http://www.gocivilairpatrol.com/> 

    <https://www.facebook.com/SDWingCAP>  <https://twitter.com/SDWingCAP>  <https://www.flickr.com/photos/102270464@N02/sets> https://www.flickr.com/photos/102270464@N02/sets

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