A Paradigm Shift in School Communications
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A PARADIGM SHIFT IN SCHOOL COMMUNICATIONS Social Media and Beyond
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Transcript of A Paradigm Shift in School Communications
A PARADIGM SHIFT IN SCHOOL COMMUNICATIONS
Social Media and Beyond
WHERE YOU CAN FIND THIS SLIDESHOW
www.slideshare.net/evelynmccormack
#HASHTAG FOR TODAY
#swbsocialmedia You can follow any tweets about today’s
workshop by going to this URL (sign in with your Twitter account): http://twubs.com/swbsocialmedia/moderated-fullscreen
All documents will be shared with you via Google+ Community. I’ll invite you via email. (You have to sign up for Google+).
THE TRAIN HAS LEFT THE STATION
40 million fans
Social media today is not about the tools, but about how we use those tools
Online collaboration, information sharing & engagement transforms monologues into dialogues
Empowers individuals, provides platform from which to share opinions, experiences & information
Anywhere, any time and immediate It’s about transparency and listening FREE!
WHY SOCIAL MEDIA MATTERS
IT’S MIND-BOGGLING…
700 YouTube video links shared on Twitter each minute
500 years’ worth of YouTube videos watched on Facebook daily
Facebook users share 2.5 billion pieces of content every day
400 million tweets sent a dayInstagram users upload 40 million photos
each day 59% of US companies now have Instagram
accounts 15 million businesses, companies and
organizations now have Facebook fan pagesSources: Neilsen, Lab 42, Relevancy Group
OSSINING UFSD
TAKE SOCIAL MEDIA STEP AT A TIME
HAVE YOU TAKEN THE 1ST
STEP?
HOW TO USE FACEBOOK
Simple announcements, but with an engagement angle. “Who is excited?”
Drive traffic back to the District website.
(Get Google Analytics for your website and see where the traffic is coming from.)
Or just post!
Cute kid photos = public engagement
THE IMPORTANCE OF MULTIMEDIA
No better way to engage: photos and videos.
Create/upload albums of photos related to the same event and post them on Facebook.
Miles for Smiles fundraiser at Valhalla Middle School
First Day of School in Tarrytown UFSD
ADVOCACY & CURATION
1. Place social media icons on your home page
2. Present at a televised Board of Education meeting
3. Videotape a message about it on cable TV
4. Present at PTA meetings
PROMOTE, PROMOTE, PROMOTE
Rye Country Day School home page
WORDS OF WISDOM FROM RYE COUNTRY DAY
Be patient. Even educators need time to learn about something new.
Reserve your online real estate. Save user names, then move ahead. (twitter.com/ryecountrydayschool, facebook.com/ryecountrydayschool, youtube.com/ryecountrydayschool, linkedin.com/ryecountryday school)
Be aware that we are ALL experimenting with social media. Be open to change.
A FEW FACEBOOK CAVEATS
Create a Facebook business page, not a personal page, not a Facebook group (unless it’s a classroom page)
Work with your administration on a simple Terms of Use statement that will apply to all your District’s social media.
If you create a Facebook page, create a Twitter feed at the same time. (I’ll explain later.)
Don’t create a Facebook page around one event, like a crisis, then abandon it.
Use a monitoring tool like Hootsuite to track mentions, comments, etc.
COMMENTS
When you should delete a comment from a “brand” page: If a comment depicts some illegal action If a comment uses words you wouldn’t want
a child to use If a comment is completely off topic If a comment attacks or insults another user If someone is hawking their wares on your
page
MONITORING
Hootsuite Monitoring Dashboard
FACEBOOK TO TWITER
(Already linked)
USE YOUR BROWSER TOOLBAR
Browser add-ons can make your life a lot easier!
FACEBOOK INSIGHTS
WHAT ABOUT THE SECOND STEP?
Papillion-La Vista School District in Nebraska – on Twitter
Look at the way independent schools and colleges/universities are using social media. They aren’t complacent because they can’t afford to be. Rye Country Day School on Twitter
ARE YOU #SOCIALMEDIATRANSPARENT?
BUT WAIT – THERE’S MORE…
“More and more, this is how news will be transmitted: not in the morning paper or the evening news, but constantly and instantaneously. Schools can either dive in now, or struggle to catch up later on.” – Dorie Clark, Forbes Magazine
HOW TO USE TWITTER
As a personal learning network. Follow people with whom you share interests.
Public schools and school officials can “curate” interesting information about education, leadership, Common Core, and scores of other topics by using social media to spread the word.
TO SHARE NEWS/UPDATES/ALERTS
Two words:Hurricane
Sandy
--Boulder Valley School District, CO, where massive floods took place in September.
“The value of being connected and transparent is so high that the road bumps of privacy issues are much lower in actual experience than people’s fears.”
~ Reid HoffmanFounder/Executive Chairman,
TWITTER APP ON FACEBOOK
The opposite of Facebook to Twitter
HAVE YOU TAKEN THE 3RD
STEP?
YOUTUBE FOR SCHOOLS
• Provides schools with access to hundreds of thousands of educational videos from YouTube EDU
• Videos come from organizations like Stanford U, PBS, TED Talks, Khan Academy, Steve Spangler Science, Numberphile
• Administrators and teachers can log in and watch any videos but students can’t log in and can’t watch any video other than those their school has approved.
• Can customize content available to your school. Teachers/administrators can create playlists of what can be watched within your school.
• Set-up requires help from your IT folks.
CREATE A CHANNEL
Bellevue, WA, School District
HOW TO USE YOUTUBE
PROMOTE your curriculum, your best teachers, new buildings, bonds and votes, student accomplishments, etc.
BRAND your district CLOSE comments HERE ONLY This requires TIME, EDITING, and the use of
someone with video experience. Start slowly.
If you don’t have video staff, use photos from an event to create an ANIMOTO video.
AND WHAT’S NEXT?
HOW TO USE INSTAGRAM
• Spotlight school activities, recognize student & staff achievements, announce positive news
• Show sneak peaks and behind-the-scenes looks at familiar subjects
• Try a hashtag photo contest• It is more difficult for Instagram users to stumble on your
account. So need to promote more actively.• Connect Instagram to your Twitter feed and Facebook page.
Business page on the Instagram site has tips.• Tag schools/locations where you take photos. Check out other
photos tagged at your schools and hit “like” on appropriate photos from students, parents, staff. Leads active users to discover you.
DISTRICT OF COLUMBIA SCHOOLS
THE MARET SCHOOL
#FOLLOWTHEFROG
BUILDING A BRAND AND A CULTURE
Evelyn McCormack, 914-592-4203, [email protected] credits: poetsforworldpeace.com, marketingsavant.com
THANK YOU!
