A Paradigm Shift in School Communications

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Presentation held at SWBOCES/LHRIC for educators on Oct. 21, 2013.

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  • Is your district on Facebook or Twitter yet? You might want to get on board this train, which has already left the station. Support for this kind of move comes from the top, so if you’re not on FB or Twitter yet, that is probably a direct reflection on your superintendent and what he/she believes about social media.
  • OK, so those are brands, right? You’re not Lady Gaga, right? Well, what about Harvard’s 2.9 million fans on FB?
  • Queensbury has only 3,700 students. But they have 2,071 fans on their FB page. This is not a contest. Numbers are great, but think of social media as another option. Some people prefer the FB feed, others might prefer Twitter or your website.
  • I’m going to ask you some questions about your social media presence.
  • Create photo albums based on events.
  • How many of you allow comments on your FB page? How many of you have had to delete comments? NUTSHELL MAIL (FREE) SENDS YOU DAILY EMAILS CONCERNING ACTIVITY ON MULTIPLE SOCIAL MEDIA SITES. THIS IS TARRYTOWN AND I RECEIVE EMAILS UPDATING ME ABOUT POSTS/COMMENTS ON FACEBOOK, TWITTER AND YOUTUBE, EVEN THOUGH I TURN OFF COMMENTS ON YOUTUBE. YOU CAN ALSO CHOOSE TO RECEIVE A CERTAIN NUMBER OF DAILY UPDATES FROM ANY PAGE YOU FOLLOW, LIKE PATCH OR THE HUDSON INDEPENDENT, IN THIS CASE.
  • Not only is Hootsuite a great monitoring device where you can easily track the feeds of any number of your social media sites, but you can also schedule tweets and posts in advance.
  • Add this button permits you to add a link to any of your social media sites straight from your browser. No cutting and pasting. The Hoolet button allows you to post thru Hootsuite to your social media sites.
  • WHITE PLAINS FACEBOOK INSIGHTS PAGE. CAN LEARN MORE ABOUT USEAGE, MEN VS WOMEN, WHICH POSTS ARE MOST ENGAGING. HERE YOU CAN SEE THAT ON JUNE 6, WE POSTED A NYTIME STORY ABOUT WHAT KINDS OF MATH QUESTIONS WERE ASKED ON STATE ASSESSMENTS GRADES 3-8. THAT ONE POST ALONE REACHED MORE THAN 700 PEOPLE AND HAD AN ENGAGEMENT RATE OF 96 PERCENT.
  • These are Twitter pages maintained by some of our districts, but you can see a trend here. High school principals and superintendents, with their own voices, are now opening their own Twitter feeds to spread good news about their schools. The press doesn’t really exist anymore. This is about controlling your own message, and that’s important and so easy to do now.
  • THE SYCAMORE COMMUNITY SCHOOLS IN Cincinnati, Ohio. They use hashtags for each school and each member of the team uses initials so the public will know who has tweeted.
  • Screenshot of tweets and how they ID themselves
  • THIS IS DIFFERENT. YOU CAN CREATE A SIMPLE YOUTUBE CHANNEL. SOME PEOPLE LIKE VIMEO, ALTHOUGH THE NUMBER AREN’T THERE FOR VIMEO. IT’S A SIMPLE CHOICE. YOU MUST REMEMBER TO DISABLE COMMENTS ON YOUR CHANNEL AND THEN DISABLE COMMENTS AFTER POSTING EACH VIDEO.
  • SO WE’RE MOVING ONTO INSTAGRAM. WON’T HAVE TIME TO TALK ABOUT VINE, BUT IT’S SIMILAR.
  • PRIVATE INDEPENDENT SCHOOL THAT USES INSTAGRAM WELL.
  • IN AUGUST 2012, THE UNIVERSITY PUT OUT A CALL FOR FORMER AND CURRENT STUDENTS TO SEND IN INSTAGRAM PHOTOS THEY BELIEVED ILLUSTRATED THE THEME, “TEMPLE MADE.” BETWEEN AUGUST AND OCTOBER, MORE THAN 1,000 IMAGES OF STUDENTS, FACULTY, CAMPUS SPOTS, ATHLETICS AND DOWNTOWN PHILLIE WERE SENT IN. THE UNIVERSITY TOOK THOSE PHOTOS AND CREATED A VIDEO, TEMPLE MADE.
  • Goshen has 31 different bulletin boards on various topics including teacher resources, student resources, tech and learning, educational videos, back to school, Goshen in the news, etc. Unlike Facebook, the number of “likes” you get doesn’t matter as much. People often simply “repin” your ideas onto their boards. PINTEREST IS MORE ABOUT CURATING GOOD RESOURCES THAN ANY OTHER SOCIAL MEDIA SITE.
  • A Paradigm Shift in School Communications

    1. 1. A PARADIGM SHIFT IN SCHOOL COMMUNICATIONS Social Media and Beyond
    2. 2. WHERE YOU CAN FIND THIS SLIDESHOW www.slideshare.net/evelynmccormac k
    3. 3. #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/moderatedfullscreen All documents will be shared with you via Google+ Community. I’ll invite you via email. (You have to sign up for Google+).
    4. 4. THE TRAIN HAS LEFT THE STATION
    5. 5. 40 million fans
    6. 6. WHY SOCIAL MEDIA MATTERS       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!
    7. 7. IT’S MIND-BOGGLING…
    8. 8. 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 day Instagram 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 pages 
    9. 9. HARVARD U SOCIAL MEDIA PAGE
    10. 10. IAMCPS
    11. 11. NMH SOCIAL
    12. 12. OSSINING UFSD
    13. 13. TAKE SOCIAL MEDIA STEP AT A TIME
    14. 14. HAVE YOU TAKEN THE 1ST STEP?
    15. 15. HOW TO USE FACEBOOK Simple announcements, but with an engagement angle. “Who is excited?”
    16. 16. 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
    17. 17. THE IMPORTANCE OF MULTIMEDIA No better way to engage: photos and videos.
    18. 18. Miles for Smiles fundraiser at Valhalla Middle School Create/upload albums of photos related to the same event and post them on Facebook. First Day of School in Tarrytown UFSD
    19. 19. ADVOCACY & CURATION
    20. 20. PROMOTE, PROMOTE, PROMOTE 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 Rye Country Day School home page
    21. 21. 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.
    22. 22. 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.
    23. 23. 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
    24. 24. MONITORING
    25. 25. Hootsuite Monitoring Dashboard
    26. 26. FACEBOOK TO TWITER (Already linked)
    27. 27. USE YOUR BROWSER TOOLBAR Browser add-ons can make your life a lot easier!
    28. 28. FACEBOOK INSIGHTS
    29. 29. WHAT ABOUT THE SECOND STEP? Papillion-La Vista School District in Nebraska – on Twitter
    30. 30. 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
    31. 31. ARE YOU #SOCIALMEDIATRANSPARENT?
    32. 32. BUT WAIT – THERE’S MORE…
    33. 33. “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
    34. 34. HOW TO USE TWITTER As a personal learning network. Follow people with whom you share interests.
    35. 35. 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.
    36. 36. TO SHARE NEWS/UPDATES/ALERTS Two words: Hurricane Sandy
    37. 37. --Boulder Valley School District, CO, where massive floods took place in September.
    38. 38. CREATE A TWITTER TEAM
    39. 39. “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 Hoffman Founder/Executive Chairman, LinkedIn
    40. 40. TWITTER APP ON FACEBOOK The opposite of Facebook to Twitter
    41. 41. HAVE YOU TAKEN THE 3RD STEP?
    42. 42. 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.
    43. 43. CREATE A CHANNEL Bellevue, WA, School District
    44. 44. 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.
    45. 45. AND WHAT’S NEXT?
    46. 46. 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.
    47. 47. DISTRICT OF COLUMBIA SCHOOLS
    48. 48. PARK HILL (MO) SCHOOLS
    49. 49. THE MARET SCHOOL
    50. 50. #FOLLOWTHEFROG
    51. 51. TEMPLE MADE
    52. 52. BUILDING A BRAND AND A CULTURE
    53. 53. PINTEREST
    54. 54. LINKEDIN COMPANY PAGES
    55. 55. THANK YOU! Evelyn McCormack, 914-592-4203, emccormack@swboces.org Photo credits: poetsforworldpeace.com, marketingsavant.com

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