1. National PAO Academy Social Media: A Common Sense Approach Social Media: A Common Sense Approach Maj Steven Solomon National Public Affairs Officer Maj Steven Solomon National Public Affairs Officer National PAO Academy Baltimore, Md. 22 Aug. 2012 National PAO Academy Baltimore, Md. 22 Aug. 2012

2. PAO Academy - Social Media: A Common Sense Approach At the completion of this presentation, participants will be able to explain: the difference between old and new media the difference between old and new media why more people use social media why more people use social media who is using social media who is using social media the impact social media has had on CAP the impact social media has had on CAP how social media tools can be used by CAP how social media tools can be used by CAP CAP’s regulations for using social media CAP’s regulations for using social media resources for more information resources for more information tools to monitor social media trends and analysis tools to monitor social media trends and analysis

3. PAO Academy - Social Media: A Common Sense Approach What is the difference between “traditional media” and “new” media”?

4. PAO Academy - Social Media: A Common Sense Approach Traditional media = newspapers, radio and TV.

5. PAO Academy - Social Media: A Common Sense Approach New media = social networking websites on the Internet, using mobile devices such as smartphones and tablets

6. PAO Academy - Social Media: A Common Sense Approach “Circulation of U.S. print newspapers continues to plummet.. It’s likely that only four major daily newspapers with global reach will continue in print: The New York Times, USA Today, the Washington Post, and the Wall Street Journal.” -- Center for the Digital Future, USC Annenberg School for Communication & Journalism, 2011.

7. PAO Academy - Social Media: A Common Sense Approach “Radio has slipped from the No. 1 medium among 12-24s to No. 3, behind TV and the internet, in terms of hours per day.” -- Media Life, 2010.

8. PAO Academy - Social Media: A Common Sense Approach “(TV) stations made less income in 2011 than the year before…One lingering concern for all local television stations is that viewership could hit the skids again once the economy fully recovers.” -- Pew Research Center’s Project for Excellence in Journalism, 2012.

9. PAO Academy - Social Media: A Common Sense Approach So, what’s taking the place of newspapers, radio and television?

10. PAO Academy - Social Media: A Common Sense Approach

11. “Consumers have gone from albums to iPods, from three networks to 200+ cable channels, from printed newspapers to a 24-hour news cycle, from one land line per family to cell phones for each member.” -- Inside Radio, 2010.

12. PAO Academy - Social Media: A Common Sense Approach Software innovator Tim O’Reilly calls the current Internet era “Web 2.0,” because websites can now be created by anyone with a computer and Internet access. Wikipedia says Web 2.0 “allows users to interact and collaborate with each other in a social media dialogue.”

13. PAO Academy - Social Media: A Common Sense Approach It allows for user- generated content (pictures, videos, commenting, etc.) It allows for user- generated content (pictures, videos, commenting, etc.) Brings common ideas and people together virtually. Brings common ideas and people together virtually. Creates community- driven communications. Creates community- driven communications. Monologue has given way to dialogue. -Brian Solis, author of “Engage!”

14. PAO Academy - Social Media: A Common Sense Approach Founded in 2004, Facebook is a social utility that helps more than 955 million monthly active users communicate with their friends, family and co- workers.

15. PAO Academy - Social Media: A Common Sense Approach Twitter is an online social networking and microblogging service with 500 million active users.

16. PAO Academy - Social Media: A Common Sense Approach YouTube is a video sharing website, on which users can upload, share and view videos. Flickr is an image hosting and video hosting website.

17. PAO Academy - Social Media: A Common Sense Approach American Red Cross DHSEAAFAAFEMA U.S. Army U.S. Coast Guard Auxiliary The White House Who uses social media?

18. PAO Academy - Social Media: A Common Sense Approach

20. “If you’re the person introducing social media…, you face the challenge of getting people to imagine the possibilities of something they’ve never experienced.” -- Liz Strauss, CEO and founder of SOBCon, a speaker, and author of Successful-Blog.com.Successful-Blog.com

21. PAO Academy - Social Media: A Common Sense Approach “ All levels of CAP, from flights and squadrons to National Headquarters, are encouraged to create and use social media to help reach out to their membership, potential members, friends of CAP and the general public by telling CAP stories on social networking sites. Units are not required to use social media, but are encouraged to do so as resources allow. CAPR 190-1 CAP Public Affairs Program

22. PAO Academy - Social Media: A Common Sense Approach supplement traditional media supplement traditional media reach a wider audience reach a wider audience increase delivery speed of message increase delivery speed of message information is sent through the same mechanisms that citizens are sharing with friends and family information is sent through the same mechanisms that citizens are sharing with friends and family Why use Social Media?

23. PAO Academy - Social Media: A Common Sense Approach CAP currently engages in social media

24. Learning Lab - Social Media for the Civil Air Patrol New member welcomes Promotions Change of command New duty assignments Announcements Tweet at activities Training news Mission exercise updates Encampment news Color guard dates Video of events What can be posted?

25. PAO Academy - Social Media: A Common Sense Approach Limitations -- CAP social media: Must operate with the commander’s consent. Shall be overseen by the public affairs officer. Will make use of CAP logos and seals as per CAPR 900-2. Will not violate OPSEC requirements. Will respect copyrights in content. Should use links to nationally produced multi-media, CAP news releases, articles and images. Should be maintained and updated on a regular basis.

26. PAO Academy - Social Media: A Common Sense Approach *Facebook Friending Tagged Like *Twitter Tweet / ReTweet Following / Followers (Tweeps / Twits) Mentions Social Media may require a new approach to communications language:

27. PAO Academy - Social Media: A Common Sense Approach Want to learn more?

28. PAO Academy - Social Media: A Common Sense Approach LinkedIn Public Information Officers 1,300+ members who talk about public affairs and social media.

29. PAO Academy - Social Media: A Common Sense Approach U.S. Air Force “All Airmen are encouraged to use new and social media to communicate about topics within their areas of expertise, or their interests.” http://www.af.mil/shared/media/document/AFD-090406-036.pdf

30. PAO Academy - Social Media: A Common Sense Approach Red Cross “All staff and volunteers are encouraged to “listen” and engage on the social web.” http://www.scribd.com/doc/92697012/Social-Engagement-Handbook-2-0

31. PAO Academy - Social Media: A Common Sense Approach http://www.gcflearnfree.org/facebook101 http://www.gcflearnfree.org/facebook101http://www.gcflearnfree.org/facebook101 Facebook 101

32. PAO Academy - Social Media : A Common Sense Approach http://michaelhyatt.com/the-beginners-guide-to-twitter.html http://michaelhyatt.com/the-beginners-guide-to-twitter.htmlhttp://michaelhyatt.com/the-beginners-guide-to-twitter.html The Beginner’s Guide to Twitter

33. PAO Academy - Social Media: A Common Sense Approach http://training.fema.gov/EMIWeb/IS/is42.asp http://training.fema.gov/EMIWeb/IS/is42.asp IS -42 Social Media in Emergency Management

34. PAO Academy - Social Media: A Common Sense Approach Social media can be measured quantitatively and qualitatively By the numbers: Total posts, tweets, mentions or responses indicate level of activity; Total followers/friends and count of “impressions” indicate potential audience; Views/clicks can be measured through YouTube; Tone: Social media analysis summaries can describe tone of coverage, from positive, neutral to negative.

35. PAO Academy - Social Media: A Common Sense Approach Social Media is here to stay and is critical to the success of CAP. Understand every communication mechanism that can impact the view of CAP by our stakeholders!

36. PAO Academy - Social Media: A Common Sense Approach Summary questions you should now be able to answer: what does CAPR 190-1 say about social media? how can social media be used to get CAP information out to our stakeholders/citizens? does social media provide an advantage over traditional media? what resources are available for more information about using social media in the best possible ways?