Social media for PTAs


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This is 66-slide presentation about how Parent Teacher Associations can use social media to advance their goals. It covers planning, storytelling, Facebook, Twitter, Pinterest and more.

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Social media for PTAs

  1. 1. Communicating in a networked worldSocial media for PTAsJD LasicaFounder, Socialbrite.orgjd@socialbrite.orgCalifornia State PTA 5/3/13
  2. 2. What we’ll cover todayBig pictureMetrics & PlanningStorytellingFacebookTwitterPinterestUse your communityQ&AHugs, tearful goodbyes
  3. 3. Hashtag: #CAPTAConvention2013I’m @jdlasicaCreative Commonsphoto on Flickrby PrakharToday’s Twitter hashtag
  4. 4.!Creative Commons BY photoon Flickr by Tom@HK
  5. 5. Color handouts—be happy!
  6. 6. Socialbrite Sharing Center
  7. 7. Glossary for new terms 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.”“
  8. 8. BlogsSocial networksMicroblogs (Twitter)Online videoCuration (Pinterest)WidgetsPhoto sharingPodcastsVirtual worldsWikisSocial bookmarkingForumsPresentation sharingTypes of social mediaT H E E C O S Y S T E M
  9. 9. Tablets: 120 million globally (incl. 20% Americans)Smartphones: 1 billion (incl. 47% Americans)Explosion in tablets, smartphonesM O B I L E
  10. 10. Text jdlasica to 50500Create your own at http://contxts.comCreate a mobile calling cardE X E R C I S E
  11. 11. 91% of online US adults use social networks on regular basis.200 million blogs; 1 million blog posts created per dayTwitter: 200+ million active users, 500 million tweets per dayGoogle+: 343 million active usersLinkedIn: 200 million monthly usersPinterest: 48.7 million usersInstagram: 100 million users, 4 billion photosYouTube: 4 billion videos watched per day8.6 trillion text messages sent in 2012Social media by the numbers
  12. 12. Communications among members ofthe PTA family have undergone a majorrevolution. PTA leaders, members, andothers interested in education and childwelfare can connect and mobilizethrough online social media.Put social media to workN A T I O N A L P T A
  13. 13. 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 PTAsWhy use social media?
  14. 14. 1. OK, let’s hear from youWhat are your pain points?Creative Commons BY ND photo on Flickr by optheatrefilmsAnd what can social media do for you?
  15. 15. Before you talk tools, technology or campaigns, consider:What are you trying to accomplish?What core values drive your org?Are you listening to yourcommunity? (See handout)Why should people care?Do you understand thatsocial media is a series of stages?Have you done outreach to key teachers, community leaders?Do you have a plan in place?L A Y T H E G R O U N D W O R KFirst, get grounded
  16. 16. Start with a Plan!Spell 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?
  17. 17. Possible channels for your planNewsletter (print, online), email updatesWebsiteBlogFacebookTwitterYouTube, live streamingCalendar of eventsCampaigns (legislative, fundraising)Curation: Storify, Scoop.itL A Y T H E G R O U N D W O R K
  18. 18. Because ‘data is better than gut’Photos on Flickr by Emran Kassim, left, and Vee Dub (CC-BY)S O C I A L M E D I A M E T R I C SWhy measure?
  19. 19. Internal purposes:Inform decision-making about your organization or causeTesting messages or products before launchMarket research into constituents, supporters, volunteersData about supporters’ giving habits, donation patternsExternal purposes:charitywater.orgInternal & external reasons
  20. 20. Business goals/objectivesRaise funds for a causeThings to measure (metrics)# of new donors & $ raised# of volunteers & volunteer hoursDeeper dive—metrics: more volunteersGet people to attend eventIncrease comments on blogGrow newsletter listMake our content more viralGet people to take action# of registrants, year over year# of subscribers over time# of shares, # of comments/post# of people who signed petitionsavg. # comments/postMap metrics to goals
  21. 21. Start with an Events or Messaging CalendarPlanning, planning, planning!P R O C E S S E S
  22. 22. Create a Content CalendarM O R E P L A N N I N G !
  23. 23. The power of storyCave drawing, Lascaux, France, 17,000 years agoAwareness > Influence > Action > Impact
  24. 24. Your nonprofit is a media outletAwareness > Influence > Action > ImpactC O N V E R S A T I O N F O L L O W S I N T E R E S T I N G C O N T E N T
  25. 25. Find emotional core, use videos or photos to make us feelinvisiblepeople.tvUse personal storytelling
  26. 26. a page from NEA FoundationS T O R Y T E L L I N G
  27. 27. Don’t look now but you’re a content creator! Using AnimotoD E M O C R A T I C S T O R Y T E L L I N GCreate lightweight media
  28. 28. Find your internal storytellersList volunteers’ skillsWho’s good at photos?Video?Writing?Facebook or Twitter?Create a Blog SquadWho’s good at community outreach?Open your blog to guest posts
  29. 29. 1.11 billion members worldwide —76% of US Internet users are on Facebook05001000200420052006200720082009201020112012TodayFacebook’s global growth rate, 2004-2012, in millionsFacebook: The social networkL E T ’ S G E T F R E A K Y
  30. 30. 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 educationofficials are on Facebook & Twitter.
  31. 31. Setting up a Facebook pageAssign responsibilities, share tasks, appoint administratorsFind some good photos of your school or students for the coverimageUse school logo as your profile picFill in profile info, including links toschool websiteCreate a friendly traction before you publicizeCross-promote in other channelsMonitor updates, comments on your pageUse Facebook Insights to assess and recalibrate
  32. 32. Get into those news feeds!edgerankchecker.comArticle: A C E B O O K
  33. 33. Use a friendly urlDon’t do this:K E Y S T O S U C C E S S O N F A C E B O O K
  34. 34. Use a cover imageDon’t do this:K E Y S T O S U C C E S S O N F A C E B O O K
  35. 35. Rotate your cover photo
  36. 36. Try to foster engagementWhat really works well: Photos!
  37. 37. What doesn’t workAnnouncements. Without photos
  38. 38. How to succeed on FacebookUpdate 1 to 2 times a day.Keep your posts short.Be topical and visual.Share posts you spot elsewhere.Answer or Like all comments.Ask questions, stoke conversations.Create Events pages, invite people.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.
  39. 39. Secret groups on
  40. 40. Aligned, integrated, strategicInclude social media logos on your PTA website
  41. 41. Conversation, not marketingGive your content a social life
  42. 42. Highlight student newsH I K I N O
  43. 43. Stretch break!Creative Commons photo on Flickr by tom@hk
  44. 44. Let’s talk Twitter!T W I T T E R
  45. 45. Identify 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 urlGetting set up on TwitterT W I T T E RNo, no, no!!
  46. 46. Staff should be trained.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.Make Twitter work for youT W I T T E R
  47. 47. See how other PTAs use Twitter
  48. 48. JD’s 60-30-10 Twitter rule60% retweets, pointingto value, sharing othervoices30% responding,connecting10% promoting,announcing
  49. 49. Search by location: Twitter strategically
  50. 50. Tweeting about PTA in San Jose
  51. 51. Tweeting about PTA in LA
  52. 52. At left, widget found at:http://journchat.infoFind relevant hashtags throughTwitter Search or tagdef.comJoin (but don’t spam)conversation threadsStart your own hashtagSome hashtags to latch on to:#women #pta #latino #education#nclb #politics #Obama #news#mediaUse hashtags to join conversationsT W I T T E R
  53. 53. Don’t be like this guy!Creative Commonsphoto on Flickr byJason MeansDon’t do all the heavy lifting!U S E Y O U R C O M M U N I T Y
  54. 54. here’s an amazingdifference between buildingan audience and building acommunity. An audiencewill watch you fall on asword. A community will fallon a sword for you.— Chris BroganAuthor, “Trust Agents”Build community, not eyeballs
  55. 55. Use Pinterest
  56. 56. Spread word through visualsDonorsChoose.orgP I N T E R E S T
  57. 57. Find your champions!Find the big kahunas in your sector by using your listeningpost. Then, influence the influencers.Establish a rapport and only then reach out to try to convertthem into evangelists & ambassadors for your cause.Scope out Twitter Lists that intersect with your organizationor social cause.Connect with other social media influencers through theirblogs and other networks.
  58. 58. Little Bird: getlittlebird.comI N F L U E N C E R T O O L
  59. 59. Generate an Attention Wave to socialize your campaignUse social love handles!
  60. 60. WordPress & its plug-insDropbox, Google docsDrupal, JoomlaFree content! Free resources!Free services!Free photosFree videos (eg, TED talks)Free music & expertise!BarCampPodCampWordCampSocial MediaClubFree software & platforms!Google GrantsYouTube for NonprofitsGoogle Earth for NonprofitsThe awesome power of free
  61. 61. Creativecommons.orgRich source of freecommercial &noncommercial imagesFlickr: 260 millionlicensed photosUse them for your blog,website, email or printnewsletter, presentations,reports, etc.Don’t just take. Share!
  62. 62. HootSuite Pro Dashboard to manage Twitter, FacebookBest Twitter tools Twtrland, Twitalyzer, ListoriousSocial Mention Monitoring, real-time search & alertsGoogle Drive Collaborate in the cloudKlout, Kred Find influencersEventbrite Grow your event audiencesGoogle Analytics Free, rich measurement insightsEvernote Largely free storage in cloudP R O D U C T I V I T Y T O O L SUse what works!Libre Office Free open-source office suite
  63. 63. Free tutorials on the best way to useFacebook, Twitter & blogs24 online fundraising sitesFree reportsFree photo, music, video directoriesCollaboration toolsHow to use mobile strategicallyWhat you’ll find at & tools
  64. 64. Lay the groundwork beforeplunging in.Create a plan, begin with astrategy, not with the tools.Measure, measure, measure!Tell your stories.Use your community — yourbiggest resource: your supporters!Key takeaways
  65. 65. If you do not changedirection, you mayend up where youare heading.— Lao TseDon’t settle for the status quo
  66. 66. JD Lasica, founderSocialbrite consultancyemail: jd@socialbrite.orgTwitter: @jdlasica@socialbriteThank you! Grab my card!Tons of resources at