First Sergeant Academy off-site discussion.

2. What's Needed?
Your team are the experts. You know what you teach is valuable, and
you emphasize that in class. Social media is the after party, for
successful communications.
Its your opportunity to continue to strengthen the bond, spirt and
committment of developing first sergeants a inspired leaders.
Inspire
Continue to inspire
them to do great
things and lead by
forging inspiration.
Learning
Give them
information to
continuously learn
and continuously
grow
Listen
Know that FSA will
listen and respond.
Connect
Keeping a constant
connection on SM
helps their important
work. Its that always
on connectedness.
Deliver
Provide directed
information that creates
opportunities, unique to
the business of being a
shirt
Inspire learning, listen, connect and deliver.

3. Inputs
Defining the target
audiences and the
strategic documents ,
processes and
programs that flow
through the objectives
into outputs.
Activities
What is being done to
effect outcomes, and
create the desired
impact
Where are you
posting?
Are you performing an
audience analysis?
What resources are
being applied to your
efforts?
Outputs
What are the numbers
involved in your efforts. Is
there growth in
awareness, followership,
attendance, and applied
value of your programs
efforts. How many shares,
comments, and retweets.
Social Media Evaluation
Objectives
Your social media efforts
must be guided through
a strategy and executed
with clear achievable
objectives.
They should link to the
overall strategy but not
be vague.
Meeting them must be
valued and obtained
through the outputs,
from activities that
satisfy the outcomes.
Strategy
The overall purpose and guides the overall effort. Your strategy is the key that opens the door to the entire spectrum of social media operations. Your strategy is the
organizations outline to what you will communicate, where you will communicate and who will communicate through social media. Its kind of like a master plan for
engagement and connectedness with your audience.
Don't go light or skimp on this area, as it drives everything you do. Bottom-line: your strategy defines how you will use social media to achieve everything above.
Outcomes
Measures the effects of
your efforts (vs numbers) .
Did the right audience
engage?
Did the audience ask for
more
Risk/Response/Mitigation
How do you assess
negative situations
What is the mitigation
process?
Where will you pull
response from?
Impact
This is where the efforts are
evaluated. Were there
improvement in opportunities?
Did your established objectives
pay homage to your strategy and
give you the outcomes you
expected?
How is the reputation fairing?
Did you see any change in
outcomes, more collaborations?
How were existing relationships
improved?
Were new relationships
established?

4. FACEBOOK INSTAGRAM TWITTER LINKEDIN
Journalsts
Airmen & Families
Veterans
Accademia
Congress (HASC/SASC)
Partner Nations
Civilian Workforce
Social Media
AUDIENCE VS. PLATFORM
First Sergeant

5. Twitter
Facebook Instagram
LinkedIn
YouTube
What it Looks Like
Airman
For Shirts, their
friends, & unit
activities, shout outs
and videos.
Hashtag heavy
Airmen families.
Activities
around family and
community
connectedness.
Community/Base
updates
Targeted Audiences
Quick updates, need to
know fast information
on a wide range of
subjects.
Research
Policy Changes
Traffic Warnings
Weather updates
Hashtag driven
Professional
Directed toward Shirts,
to inform,
professionally persuade
and provide shared
learning.
Shirts
How-to
Life Lessons
Process Videos
Professional Learning
Library

6. Account Audit
Content Audit
Create Strategy
Formulate Expectations
Pizza and Planning