How to leverage social media for education

Communicating ina networked worldFacebook, Twitter & more: Hoo boy! JD Lasica Founder, Socialbrite.org jd@socialbrite.org California State PTA 5/11/12

What we’ll cover today Lay the foundation Facebook tactics Twitter tactics Other platforms Storytelling Use your community Q&A Hugs, tearful goodbyes

Relax! http://socialbrite.org/pta Creative Commons BY photo on Flickr by Tom@HK

Today’s Twitter hashtag Tweet this preso! Hashtag: #CAPTA12 (Thank you Brad Waller.) I’m @jdlasica Creative Commons photo on Flickr by Prakhar

10 color handouts—be happy! http://socialbrite.org/pta

Socialbrite Sharing Center http://socialbrite.org/sharing-center

Glossary for new terms http://socialbrite.org/glossary “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”

THE ECOSYSTEMTypes of social media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing

Staggering growth77% of online US adults use social media on regular basis.150 million active blogs; 1 million blog posts created per daySocial sites embedded atop trafﬁc rankings: YouTube,Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, YelpTwitter: 100+ million active users, 250 million tweets per dayFlickr: 35 million people, 4 billion+ photosYouTube: 3 billion videos watched per day8 trillion text messages sent in 2011

N AT I O N A L P TAPut social media to work Communications among members of the PTA family have undergone a major revolution. PTA leaders, members, and others interested in education and child welfare can connect and mobilize through online social media.

Why use social media?1. Enhance educational experience at your school2. Promote your PTA, school or school district3. Involve the community in decision-making4. Feedback loop with community5. Enlist volunteers6. Build online community of supporters7. Raise funds for a cause or campaign8. Get people to attend your events9. Enhance existing communications programs10. Connect with peers at other PTAs

L AY T H E G R O U N D W O R KBefore you plunge in ... Understand that social media is a series of stages Do you have buy-in from top management? Do you have a social media policy that addresses privacy? Do you have a Social Media Action Plan in place? Are you listening to your community? Have you built a program before you turn to a campaign? Have you identiﬁed and trained your team members? Do they have the capacity to keep it up? Have you done outreach to head teachers/inﬂuencers?

Start with an Action PlanSpell out goals: What do youwant to achieve?Who are you trying to reach?What are the best tools forthe job?Who’s going to do it?Metrics: How do you knowif it’s working?What are those other guysdoing?

L AY T H E G R O U N D W O R KPossible channels for your plan Newsletter (print, online), email updates Website Blog Facebook Twitter YouTube, live streaming Calendar of events Campaigns (legislative, fundraising) Curation: Storify, Scoop.it, CoverItLive

Create a listening post Set up a listening post (monitoring dashboard) to track what’s being said about your organization. Listen before engaging. Engage before an Ask. Supplement with a social media dashboard. Monitoring resources: socialbrite.org/pta

SOCIAL MEDIA DASHBOARDSPace yourself, don’t stress! HootSuite ThinkUp Tweetdeck Netvibes Crowdbooster Salsa roundup: Spredfast http://bit.ly/smdash

FACEBOOKFacebook: The social network 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 3002004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions

Why do Facebook? Remind parents of upcoming events. Answer questions from parents & public. Solicit feedback on events & programs. Build community among parents. Enlist volunteers. Mobilize parents on legislative issues. Educate parents on how the PTA beneﬁts the school. Discuss news & important issues. Tons of public education ofﬁcials are on Facebook & Twitter.

Setting up a Facebook page Assign responsibilities, share tasks, appoint admins Find some good photos of your school or students for the cover image Use school logo as your proﬁle pic Fill in proﬁle info, including links to school website Create a friendly url: facebook.com/LincolnElementaryPTA Get traction before you publicize Cross-promote in other channels Monitor updates, comments on your page Use Facebook Insights to recalibrate, set up auto-email

Get into those news feeds!Facebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker

KEYS TO SUCCESS ON FACEBOOKUse a cover image Don’t do this:

Rotate your Timeline

Try to foster engagement

Add photos to your posts

How to succeed on Facebook Update 1 to 2 times a day, more during events. Be interesting. Use photos & video. Share posts you spot elsewhere. Answer or Like all comments. Ask questions, stoke conversations. Create Events pages, invite people. Rotate your Timeline. Post polls. Be civil. Almost never delete negative posts. Cross-promote your Facebook Page in other channels/sites. Link to your blog, videos, Flickr pages.

Aligned, integrated, strategic Include social media logos on your PTA website

Public ﬁgure pages

Give your content a social life Conversation, not marketing

HIKI NOHighlight student news

TWITTERGetting set up on TwitterIdentify your Twitter teamName the account the school name+ PTA but keep it shortMake your Twitter profile keyword rich,include a link to your Facebook pageUse the school logo as the profile imageFor gosh sake, use a unique background imageFor gosh sake, don’t make it privateFind parents or staffers who use Twitter & follow them.Brand your newsletters, emails, flyers with your Twitter url

TWITTERMake Twitter work for youStaff should be trained on how to use Twitter.Not a broadcasting medium.Start by listening & observing.Be conversational, not officious.Tweet several times a day.Use it to solicit ideas, show supportfor students, announce events, mobilize action, educate public &students about current events, point to articles, identify experts.#1 traffic driver: retweets. Use ‘Please RT’ strategically.Tweets with a URL are 3x more likely to be retweeted.Twitter drives 4%+ of traffic to NY Times, 12% to AOL, Yahoo.

See how other PTAs use Twitter

JD’s 60-30-10 Twitter rule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing

Prospecting on Twitter http://search.twitter.com

Search by location Twitter Advanced Search

Tweeting about PTA in LA

C U R AT I O N T O O L SPinterest

C U R AT I O N T O O L SScoop.it

LINKEDINLinkedIn for nonprofits http://learn.linkedin.com/nonprofits/ Get found in Google search. Integrate keywords into your organization profile. Recruit staff or board members. Host fundraising events. Create community vibrancy. Generate viral awareness. Find connections & expert advice through Groups.

C O N T E N T & C O N V E R S AT I O NThe power of storytelling Awareness > Inﬂuence > Action > Impact Cave drawing, Lascaux, France, 17,000 years ago

STORYTELLING Create lightweight mediaDon’t look now but you’re a content creator! Using Animoto

Find your internal storytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts

USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!

Build community, not eyeballs here’s an amazingdifference between buildingan audience and building a community. An audience will watch you fall on asword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”

Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.

Use social love handles! Generate an Attention Wave to socialize your campaign

The awesome power of freeFree content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio TechsoupFree services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social MediaFree software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla

ﬂickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!

LIVE STREAMING Community video Video + chat = engagement Streaming video tools: Livestream.com, Ustream.tv and Qik.com.The University of Nevada, Las Vegas, student journalism channel.

MOBILECreate a mobile calling card Text jdlasica to 50500 Create your own at http://contxts.com

Is your site mobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad

Integrate social into the culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics

Key takeaways Begin with an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell stories! Use your community — your biggest resource: your supporters!

Don’t settle for the status quoIf you do not change direction, you may end up where you are heading. — Lao Tse

Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/pta

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How to leverage social media for education

by JD Lasica on May 11, 2012

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