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A Paradigm Shift in School Communications
EVELYN MCCORMACK, MACK DIGITAL COMMUNICATIONSMARCH 17, 2016
Where You Can Find This Slideshow
www.slideshare.net/evelynmccormack
#Hashtag for today
#naeopsocialYou can follow the Twitter conversation
or visit it later here: https://tagboard.com/NAEOPsocial/274020
A Shift in the Paradigm: Companies, Non-Profit and Jobs are Changing
Community Manager Social Media ManagerAdministrative AssistantSecretaryThe Computer Literate Office
Manager
What a Social Media Manager does (sound familiar?) Writes “memos”, actually known as posts in the social media
world. Answers emails and questions posted on Facebook and
Twitter. Handles most communication, both incoming and outgoing. Handles matters with discretion, organization, and reliability.
Represents the boss (the superintendent) and the district. Stands at the front line of a school district’s branding and
reputation. The more social media channels a district uses, the more
people it needs to do that job.
Just the facts, Jack Nearly 1.4 billion Facebook users 47% of all Internet users are on Facebook 4.5 billion likes generated daily Twitter has 284 million active users 88% of Twitter users are on mobile 500 million tweets are posted every day Instagram has 300 million users 70 million photos and videos are sent daily 53% of internet users aged 18-29 use Instagram 80% of Internet users on Pinterest are female 70 million users are on Pinterest 88% purchase a product they pinned
Social media use, 10 years
Parents on social media
On social media, you meet parents where they’re already hanging out.
45 million likes
2.2 million likes
4.4 million likes
12,000+ likes
11,000+ likes
Ossining Union Free School District, Ossining, NY 1,748 likes
Your website = one-way conversation Your social media site = two-way conversation 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! Many districts still block social media sites, when they should be filtering them.
Why Social Media Matters
Harvard social media page
More and more schools, colleges and private schools are now creating “blended” social media pages that display all their feeds in one place.
NMH SOCIAL
Social media feed pages that schools are beginning to build
How Districts are Using Facebook
Simple announcements, but with an engagement angle. “Who is excited?”
Drive traffic back to the District website.
Or just post! Cute kid photos = public engagement
The Importance of Multimedia
No better way to engage: photos and videos.
Link back to good news
Facebook is always changing and adapting…
Added slideshows last year.
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
Social media adoption takes time and understanding. Be patient. Even educators need time to learn about
something new. Tell your District to reserve its 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 step at a time…
A few Facebook caveats Districts should create a Facebook business page, not
a personal page, not a Facebook group The administration and Board of Education should
adopt a simple Terms of Use statement that will apply to all your District’s social media.
If your District creates a Facebook page, it should create a Twitter feed at the same time.
Districts should avoid creating a Facebook page around one event, like a crisis, then abandon it. (Hurricane Sandy)
Comments=Two-Way CommunicationAllow visitors to your page to comment. Social media is a two-way conversation!When to delete a comment from a page? If a comment depicts some illegal action If a comment uses words you wouldn’t want a child to
see If a comment is completely off topic If a comment attacks or insults another user If someone is hawking their wares on your page
Facebook Insights
Using Twitter
The high school
The superintendent
Teachers & library media specialists use Twitter liberally
Independent schools and colleges/universities use social media well. They aren’t complacent because they can’t afford to be. Rye Country Day School on Twitter
“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 “curate” interesting information about education, leadership, Common Core, and scores of other topics by using social media to spread the word.
Share news/updates/alerts
Two words:Hurricane
Sandy
--Boulder Valley School District, CO, where massive floods took place.
Networking and Inspiration
Twitter Terminology Hashtag: Way of organizing your updates for Twitter
search engines. Users start a message with a community-driven hashtag to enable others to discover relevant posts. One commonly used hashtag on Twitter is #followfriday where users network by providing the names of their favorite people to follow on Twitter.
Retweet: Abbreviated as RT, retweet is used on Twitter to show you are tweeting something that was posted by another user. The format is RT @username where username is the Twitter name of the person you are retweeting.
@reply: The @reply means a tweet that is directed to another user in reply to their update.
Top Retweets of 2015
Along with retweets of Harry Styles of One Direction.
Top Hashtags of 2015#JeSuisParis#JeSuisCharlie#PrayforParis#blacklivesmatter
Twitter analytics
“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, LinkedIn
YouTube for Schools
• Provides schools with access to hundreds of thousands of educational videos from YouTube EDU
• Videos uploaded by organizations like Stanford U, PBS, TED Talks, Khan Academy, Steve Spangler Science
• Administrators and teachers can log in and watch any videos but students can’t log in & can’t watch any video other than those the 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 District 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 someone
with video experience. Start slowly. If you don’t have video staff, use photos
from an event to create an ANIMOTO video.
Using Instagram
How to Use Instagram
• Used by your students• All about the mobile device• 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• Need to promote more actively.• Connect Instagram to Twitter & Facebook. Business
page on Instagram has tips.• Like Twitter, Instagram likes hashtags.
Harvard on Instagram – 194,000 followers
PARK HILL (MO) SCHOOLS
#TBT Throwback Thursday
Maret School
#followthefrog
Instagram also allows you to post 15-second videos on your site, all from your mobile device!
BUILDING A BRAND AND A CULTURE
Evelyn McCormack, 914-703-1982 [email protected]://www.mackdigital.netPhoto credits: poetsforworldpeace.com, marketingsavant.com
Thank You!
