[PAO] Efficacy of Specific Social Media Platforms

[Lt Col Paul Cianciolo]

I also agree that the specific platform depends on the message you are
trying to get out. Not every type of social media will be relevant to CAP.
And Facebook and Twitter are still very relevant to CAP. A more focused
example is that Facebook is good for retention of current members based on
the demographics of who are fans are. Twitter is more relevant to real-time
events like updates during a SAR mission.

NHQ will be putting out a volunteer guide soon about using social media for
CAP. *The focus there will be on Facebook, Twitter, Instagram, and LinkedIn
for the member (not unit).* These were chosen as the primary focus areas
from an independent marketing firm hired by CAP.

We know there is a lot more out there, but we need to start focusing
efforts on a select few and make sure they are done right. *No one
should overextend themselves into too many social media platforms. *This is
how things get out of hand, forgotten about, and abused.

For those interested, I keep an up-to-date list of good social media
articles that would benefit PAOs at: https://delicious.com/elementdc

PAOs at any level may also contact me directly with social media issues.
NHQ recently created the "marketing and social media manager" position so
that we can better leverage the social media resources being used. Change
is a slow process and must be backed up with facts, so please be patient as
CAP works to improve social media across the entire organization.

Paul



[image: cid:9A18312A-A445-4805-8F77-524A881DDED9]

*Lt Col Paul Cianciolo, CAP*National Marketing & Social Media Manager
National Capital Wing Public Affairs Officer

(C) 301-751-2011
(O) 202-267-1080 (@FAA HQ)

*Civil Air Patrol*

*Air Force Auxiliary*
*GoCivilAirPatrol.com <http://gocivilairpatrol.com/>*

On Sun, Mar 1, 2015 at 3:57 PM, Michael Marek, Lt Col, CAP <
Michael.Marek at sm.capnhq.gov> wrote:

>         On 3/1/2015 1:32 PM, Jeff Carlson, Grp 5 HQ wrote:
>
>  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.
>
>
> Very good point.
>
> The question is not "what platform do we like?" but rather "where are the
> people I want to talk to?"  Different groups of people may be in different
> places.
>
> I would be interested to know who was involved in the conclusion that
> "Facebook is ancient and that Twitter is nearly obsolete."  Their traffic
> figures do not support that, by and large, but it may be true of certain
> demographics, particularly young people.
>
> I think that for senior members and average adults, a large percentage ARE
> on Facebook and Twitter. But that may not be true of young people.  My
> college students, for example, feel that there is a lot of "drama" on
> Facebook, so while most have Facebook accounts,  many do not think of
> Facebook as their primary communication channel.  Seniors are more Facebook
> oriented than Freshmen. Their alternatives are Tumblr, Instagram, Yik-Yak,
> ordinary SMS text messaging, and several others.
>
> So, again, the questions are 1) where are the people I want? and 2) what
> are the right messages for the different groups of people using different
> social media platforms?  We should NOT be doing "one size fits all" posts
> across all of our social media presences.
>
>
> -Michael-
>
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>

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------------------------------
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