Lt Col Paul CiancioloNational 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:paul.cianciolo@natcapwg.cap.gov

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