Social Media and School Public Relations


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Presented to Iowa School Public Relations Association on 04/16/09 with Brenda Gustafson. Overviews how schools can use blogging, Facebook, and Twitter for public relations.

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  • Thank you for the opportunity to speak today about probably the hottest topic in the nation, social media. I recently attended the International PRSA conference in Detroit. The most attended session were on social media. It was interesting to hear how large companies are struggling with how to use social media. Everyone also agreed that public relations will forever be changed because of it. I’m going to start today and talk about why you should be using it and then Evan is going to go through some ways the tools are actually going to be used in education.
  • Social Media and School Public Relations

    1. 1. Social Media and Education 2009 ISPRA Conference Presented by: Evan Abbey, Technology Consultant Brenda Gustafson, Director of Communications
    2. 2. <ul><li>Authentic </li></ul><ul><li>Communications </li></ul>
    3. 3. Presence
    4. 7. Responding
    5. 8. Blocking
    6. 9. Resources and articles = Email: Blog: Twitter:
    7. 11. How are schools different in the 21st century?
    8. 12. Our world is changing Our job market is changing Our technology is changing Our way to access information is changing Our ability to contribute is changing
    9. 14. 31
    10. 15. 70
    11. 16. Which is more information than the library of Congress 518,000 times
    12. 17. 3 networks x 24 hours x 365 days x 60 years = over 1.5 million hours Has produced more in 6 months
    13. 18. 165 million blogs in November of 2008 (which is about 165 million blogs more than in November of 2003)
    14. 19. Twitter = 1,174%
    15. 21. Our world is changing Our job market is changing Our technology is changing Our way to access information is changing Our ability to contribute is changing Our classroom is… changing?
    16. 26. Answer: 1978 (But could just as easily be 2008)
    17. 27. What messages do our classrooms say?
    18. 28. What does your media strategy say?
    19. 34. “ Just because ‘you build it’ doesn’t mean ‘they will come’. You have to go out into their world and talk with them.” -Dr. Karen Mapp
    20. 37. What are our fears?
    21. 38. 1. It’s only for young people
    22. 41. 2. It promotes the wrong image of unprofessionalism for our school.
    23. 43. 3. It’s dangerous
    24. 44. “ Social networks are very much like real-world communities that are comprised mostly of good people who are there for the right reasons.”
    25. 52. Google Analytics
    26. 61. “ We underestimate the value of being one of the community , just another member. When we seek special status in the community, we often end up in the unenviable position of Us vs. Them .” - Dr. Karen Mapp
    27. 71. As of April 15th, 8:39 PM, CNN Breaking News had 950,907 followers
    28. 76. Congrats & thanks Links to your website Links to other press Retweets from community Weather announcements Emergencies/crisis communication Promo upcoming activities
    29. 77. • Right Frequency • Personal, yet Professional • Teach Your Community • Design is Important • Be Brave, Be Wise • Remember All Your Publics Advice from those who have been there…
    30. 79. <ul><li>Get Your Leadership On Board </li></ul>
    31. 80. The people in charge of leading school organizations into the 21st century … often are the least knowledgeable about the 21st century.
    32. 81. <ul><li>Get Your Leadership On Board </li></ul><ul><li>Experiment </li></ul>
    33. 82. In Plain English
    34. 83. <ul><li>Get Your Leadership On Board </li></ul><ul><li>Experiment </li></ul><ul><li>Develop Policies </li></ul>
    35. 84. <ul><li>Determine and Explain the Purpose </li></ul><ul><li>Decide how to Manage Community Feedback </li></ul><ul><li>More than One Person with Access </li></ul><ul><li>Style Guide </li></ul><ul><li>Approval Process </li></ul><ul><li>Test Market before Fully Market </li></ul>
    36. 85. Resources and articles = Email: Blog: Twitter: