1. Lt Col Paul Cianciolo National Marketing & Social Media Manager 27 August 2015 Utilizing Official Facebook & Twitter Channels

2. 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

3. 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.

4. 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.

5. Twitter vs. Facebook

6. Twitter Basics ★ Microblog for real-time updates ★ Where breaking news happens; post first! ★ Information network made up of 140- character messages called Tweets

7. Twitter Glossary

8. Twitter Branding

9. 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.

10. 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.

11. Facebook Basics ★ Personal Profiles Must be a real person age 13+. ★ Official Pages Pages may only be created and managed by official representatives. ★ Community Pages Not officially represented and labeled as “community.” ★ Events One-time event with RSVP that can be hosted by Profiles, Pages, and Groups. ★ Groups Space for discussion and sharing, which can be Public, Closed, or Secret.

12. Facebook Branding

14. Terms in Common FacebookTwitter ★ Profile Settings ★ Can’t Edit a Tweet ★ Followers ★ Vine & Periscope ★ YouTube & Twitter ★ Login Verification ★ TweetDeck ★ TweetDeck & 3 rd Party ★ Header Photo ★ About Section ★ Can Edit Post ★ Fans/Likes ★ Instagram ★ Facebook Video ★ Login Approvals ★ Managed by Profiles ★ Publishing Tools ★ Cover Photo

15. 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

16. Twitter Best Practices ★ Go to media.twitter.com (Government & Nonprofit)media.twitter.com ★ 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

17. Facebook Best Practices ★ Pages Manager App (separate from Facebook app) ★ Go to facebook.com/twitter to link your Facebook Page and Twitter channel togetherfacebook.com/twitter ★ 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

18. Resources ★ Read Social Media Articles & Infographics: https://delicious.com/elementdc https://delicious.com/elementdc ★ Join CAP Public Affairs Facebook Group: https://www.facebook.com/groups/4305419935 https://www.facebook.com/groups/4305419935 ★ Email Lt Col Paul Cianciolo: paul.cianciolo@natcapwg.cap.gov paul.cianciolo@natcapwg.cap.gov

19. Social Analytics Framework Marketing Process Source: http://simplymeasured.com

21. 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

22. 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?

23. Please complete the 2015 survey online for a chance to have your conference registration fee refunded. www.surveymonkey.com/r/15NatCon