“…how [can] social media tools could help the district
communicate with our parents and our greater
What Social Media Does
Social media gives the La Crosse Public School
District an opportunity to engage students, parents
and the broader community in an interactive
conversation beyond what a traditional website
When executed correctly social media reaches out
into the daily lives of target markets and creates a
long lasting relationship.
Social Media has the potential to create digital
“word of mouth” that can reach potential students
and their parents.
Effective S.M. Policies
Separate personal from school
Train staff, provide easily understood and accessible
guides for teachers and students
So Let’s Have A Conversation!
Make it fun!
Not one-sided. Listen!
There are a great many public and private social
networks. Each one offers different advantages and
challenges but here are a few that should be seriously
considered as by the school district:
Facebook (page & School Groups)
Twitter (sport feeds?)
FourSquare (offers chances to play and be
YouTube (or other video sharing sites)
Wherever your audience is at.
Build a relationship!
Tell stories – Video, Audio, links to blog posts &
newsletters and other websites.
Share important but relevant information
Share good news (stay positive)
Play games and get interactive, not passive.
Be multi-channel so you can go where they are.
Managing Multi Channels
There are also online & software tools that will allow
multiple properties to be managed more effectively
from a single dashboard, as well as tools that will
provide statistic and analytical data, that can be
Creating an effective social media program will
require a constant process of reevaluating
efforts, taking risks and supporting the social
It will also require a commitment to a
marketing/promotions plan that reaches out to all
You can never stop learning or experimenting or
you will be left behind.
You must think long term! Remember that students
will eventually become community members so
build a relationship that will last.
A strong social media outreach program can be an
effective part of the district’s goal of becoming the
“schools of choice” for our region.
I look forward to the opportunity
of joining the La Crosse public
School District team!
Timothy A. Keneipp
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