Social Media What is it? Why should we use it? How do we use it? Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

What is Social Media? Social media is “an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio.” Social media is “an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, videos and audio.” Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Why Be Involved With Social Media? “We don’t have a choice on whether we do social media, the question is how well we do it.” - Eric Qualman, Author Socialnomics, 2009 Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Why We Should Use Social Media  82% of the world’s online population are determined to be reached by social networking sites, representing 1.2 billion users around the world. (comScore, 2/12)  Each week on Facebook more than 3.5 billion pieces of content are shared. 1/12)  Each week on Facebook more than 3.5 billion pieces of content are shared. (DigitalBuzz, 1/12)  50% of the US population is under 30. (US Census Bureau, 2010)  The integration of social networking applications like Facebook and Twitter also account to 70% of social networks posting status updates through a mobile device. (Social Media Marketing, 12/11) Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Why We Should Use Social Media  Communicating with social media is a system to leverage your ability to be in touch with your audience.  If you can’t be found, you are not engaging with an audience. You are ignoring a target market for recruiting opportunities.  If you are not communicating (listening first, initiating second) then how do you expect to create a relationship with people that may want to be a part of the value that the Auxiliary offers? Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

60 hours of video is uploaded to YouTube every 60 hours of video is uploaded to YouTube every minute (YouTube) minute (YouTube) 4 billion videos viewed each day worldwide (YouTube) 4 billion videos viewed each day worldwide (YouTube) 3 0 billion page views per month (craigslist) 3 0 billion page views per month (craigslist) 50 million users in the US alone (craigslist) 50 million users in the US alone (craigslist) 6 billion photos are hosted (wikipedia) 6 billion photos are hosted (wikipedia) 80 million unique visitors (wikipedia) 80 million unique visitors (wikipedia) Social Media Facts Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Social Media Facts 33 billion tweets per day 33 billion tweets per day 1 million accounts added daily 1 million accounts added daily (both stats from infographic labs, 2/12) (both stats from infographic labs, 2/12) 93% of U.S. internet users are on Facebook (Blogher, 4/11) 1 out of every 7 minutes online is spent on Facebook 1 out of every 7 minutes online is spent on Facebook (comScore, 12/11) (comScore, 12/11) Daily users have increased by 145% since the start of Daily users have increased by 145% since the start of 2012 (Pinterest, 3/12) 2012 (Pinterest, 3/12) Generates more referral traffic than Youtube, Google+ & Generates more referral traffic than Youtube, Google+ & Linkedin combined (Pinterest, 3/12) Linkedin combined (Pinterest, 3/12)

The keys to social media success are: engagement engagement listening listening interaction interaction connection connection How Do We Use Social Media? Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Stimulate conversations Stimulate conversations Share information & ideas Share information & ideas Listen to other voices Listen to other voices Instill partnerships Instill partnerships Give a personality (friendly, funny, informative) Give a personality (friendly, funny, informative) Through Engagement We… Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

 Do not edit UGC… except cautiously  Keep voice authentic & human  Keep it fresh  Get permissions when appropriate  Extend our branding  Respond within 24 hours if possible Rules of Engagement Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

We also Know…  Our communications are two-way conversations  Our information can deliver “instant gratification”  Our reputation is reinforced by others Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Now that you understand it, how does it fit into the Auxiliary? Using Social Media Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

1. How to correctly wear a PFD 2. Paddlesport safety 3. Safe boating tips 4. Vessel Safety Check Youtube Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Youtube

1. Promote upcoming classes 2. Advertise future VSEs 3. Recruitment Craigslist Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Craigslist

1. Conferences 2. Outdoor/boating shows 3. Patrols (water or air) 4. Fellowship Flickr Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Flickr

1. Advise Aux members of upcoming classes 2. Call for participation during future outdoor/boating shows 3. Share preparedness links 4. Give updates from National 5. State liaison programs 6. Public education events Twitter and Facebook Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Twitter and Facebook

1. Tell the story of the Auxiliary 2. Share good boating practices through repinning others photos 3. Reach a target audience to help diversify the Auxiliary 4. Create boards for different topics Pinterest Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th District Northern Region

Pinterest

Things to Keep in Mind When Getting Started Follow “Rules of Engagement” Follow “Rules of Engagement” Plan activity (editorial calendar) Plan activity (editorial calendar) Monitor conversations Monitor conversations Analyze performance Analyze performance Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th Northern District Northern Region

Pinterest.com/USCGAux5DNR Pinterest.com/USCGAux5DNR Facebook.com/USCGAux5DNR Facebook.com/USCGAux5DNR  Twitter.com/USCGAux5DNR Twitter.com/USCGAux5DNR Flickr.com/USCGAUX5DNR Flickr.com/USCGAUX5DNR Youtube.com/USCGAUX5DNR Youtube.com/USCGAUX5DNR

Social Media Q&A Mary Bethea Assistant District Staff Officer-Public Affairs / Social Media 5 th Northern District Northern Region