CoSN '09 Social Media Presentation


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CoSN & C. Blohm & Associates' joint presenation on using social media to gain community support for school initiatives.

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CoSN '09 Social Media Presentation

  1. 1. Using Social Media to Build Community Support for School Initiatives
  2. 2. <ul><li>Is Your School District Social Media Savvy? </li></ul>
  3. 3. Social Media Today <ul><li>Internet = information hub where people increasingly spend their time learning, socializing, and entertaining </li></ul><ul><li>Stats </li></ul><ul><ul><li>684 million visitors to Wikipedia last year </li></ul></ul><ul><ul><li>100 million videos viewed on YouTube per day </li></ul></ul><ul><ul><li>175 million Facebook users; fastest growing demographic is 30 years and older </li></ul></ul><ul><ul><li>11% of online Americans; median age of Twitter user is 31 </li></ul></ul>
  4. 4. Social Media Today <ul><li>Technorati State of the Blogosphere 2008 </li></ul><ul><ul><li>50% of Internet users in U.S. read blogs </li></ul></ul><ul><ul><li>12% of Internet users in U.S. have a blog </li></ul></ul><ul><ul><li>900,000 blog posts/24 hours </li></ul></ul>
  5. 5. It’s Safe to Say… <ul><li>School stakeholders are already communicating online through various Web 2.0 tools </li></ul><ul><li>Your district and its faculty and staff are being mentioned in online conversations </li></ul>
  6. 6. Why Should Your District Pay Attention to Social Media? <ul><li>Changing media landscape </li></ul><ul><ul><li>Print publications are disappearing and news staff shrinking </li></ul></ul><ul><ul><li>Movement to online publications; increased e-mail newsletters and RSS feeds </li></ul></ul><ul><ul><li>95% of top U.S. newspapers have reporter blogs </li></ul></ul><ul><li>Economic Downturn </li></ul><ul><ul><li>Need community support now more than ever as budgets shrink </li></ul></ul>
  7. 7. Why Should Your District Pay Attention to Social Media? <ul><li>Engage your audiences where they live, work, play </li></ul><ul><ul><li>Businesses, government official and political leaders, 30 yrs.+ affluent adults using social media </li></ul></ul><ul><li>Credibility and trust </li></ul><ul><ul><li>Social media allows for more authentic, two-way communications; opportunity to be open and transparent </li></ul></ul>
  8. 8. Building Community Support <ul><li>Establish communications/PR goals for your district and initiative </li></ul><ul><li>Define target audiences, determine the communication channels to reach each audience and with which messages/news </li></ul><ul><li>Devise plan that includes tactics/activities to accomplish goals, timeline, and measures of success </li></ul><ul><li>Social media strategy and tools should be a part of the overall communications mix </li></ul>
  9. 9. Social Media Plan in Action <ul><li>Listen and learn </li></ul><ul><li>Participate </li></ul><ul><li>Engage </li></ul>
  10. 10. Step 1: Listen and Learn <ul><li>Listen to online conversations to learn about your audiences </li></ul><ul><li>Monitor what is being said about your district and staff to: </li></ul><ul><ul><li>Learn about the community’s view of the district, its leaders and more to reinforce positive messages and correct misperceptions </li></ul></ul><ul><ul><li>Inform decisions about policies and programs </li></ul></ul>
  11. 11. Monitor Online Conversations <ul><li>Search for important district terms </li></ul><ul><ul><li>District name </li></ul></ul><ul><ul><li>Key personnel such as superintendent and principals </li></ul></ul><ul><ul><li>Initiative name </li></ul></ul><ul><ul><li>Hot topics or trends </li></ul></ul>
  12. 12. Tools You Can Use to Monitor <ul><li>Google Alerts </li></ul><ul><li>Technorati </li></ul><ul><li>Filtrbox </li></ul><ul><li>Bloglines </li></ul><ul><li>Blinkx </li></ul><ul><li>Twitter Search </li></ul>
  13. 13. Measure Online Conversations <ul><li>Quantify conversations; record </li></ul><ul><ul><li>Number of mentions </li></ul></ul><ul><ul><li>Positive, neutral, negative tone </li></ul></ul><ul><ul><li>Type of medium (blog, microblog, online news site) </li></ul></ul><ul><ul><li>Audience reach (e.g., no. of blog visitors/subscribers) </li></ul></ul><ul><li>Track results over time </li></ul><ul><li>Analyze </li></ul>
  14. 14. Step 2: Participate <ul><li>Read others’ blogs and post thoughtful, respectful comments </li></ul><ul><li>Share district photos, videos, and events on sites such as TeacherTube, YouTube, Flickr, and Zevents </li></ul><ul><li>Join online social networks such as Classroom 2.0, PBS Teachers Connect (client) </li></ul><ul><li>Provide a dynamic online newsroom with multimedia </li></ul>
  15. 15. Multimedia News Release <ul><li>Online newsrooms are increasingly used by the media as well as the public </li></ul><ul><li>Incorporate keywords in news announcements to boost search engine visibility ( Google Keyword Tool ) </li></ul><ul><li>News releases should contain more than just text </li></ul><ul><ul><li>Audio </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Links to supporting info such as documents, presentations, research, and reports </li></ul></ul><ul><ul><li>Downloadable photos and graphics </li></ul></ul><ul><ul><li>Sample: </li></ul></ul>
  16. 16. Step 3: Engage <ul><li>Establish ways to lead online discussions about your district and initiative and key education topics </li></ul><ul><li>Involve community members, parents and others by asking for their feedback, advice and ideas </li></ul>
  17. 17. Examples <ul><li>Build an online social network (e.g., Ning, EdWeb) or create an organizational profile on popular services like Facebook </li></ul><ul><li>Share news and updates on Twitter </li></ul><ul><li>Carefully plan and start a district blog </li></ul><ul><ul><li>Author(s) </li></ul></ul><ul><ul><li>Frequency </li></ul></ul><ul><ul><li>Topic(s) covered </li></ul></ul><ul><ul><li>Intended audience(s) </li></ul></ul>
  18. 18. Rules of Engagement <ul><li>Conduct yourself online as you would in real-life social situations with your peers, employer, etc. </li></ul><ul><li>Once you post something, it lives online forever - even if you delete it </li></ul><ul><li>Online conversations should have “human,” authentic voice; avoid sounding like a robot </li></ul><ul><li>Post regularly and respond in a timely manner </li></ul><ul><li>Moderate - take down inappropriate comments on blog, network, etc. and guide discussion to stay on-topic </li></ul>
  19. 19. Tools You Can Use to Create Content and Engage Audiences <ul><li>Blogs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Microblogs </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Online social networks </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  20. 20. Tools You Can Use Cont’d <ul><li>Video Sharing/Streaming Sites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Social bookmarking sites </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Events </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>
  21. 21. Tools You Can Use Cont’d <ul><li>Wikis and online collaboration tools </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Virtual Worlds </li></ul><ul><ul><li> </li></ul></ul>
  22. 22. Districts Using Social Media <ul><li>Podcasts/Videocasts - Williamson County Schools, Nashville, Tenn. </li></ul><ul><li>Twitter - Broward County Public Schools, Broward County, Fla. </li></ul><ul><ul><li>Started March 2 and already has 223 followers </li></ul></ul>
  23. 23. Districts Using Social Media <ul><li>Plainfield Public Schools blog </li></ul>
  24. 24. Districts Using Social Media <ul><li>Weld County District 6, Greeley, Colo . </li></ul><ul><ul><li>Special panel brings together all stakeholders to address ways to improve schools </li></ul></ul><ul><ul><li>Online videos on TeacherTube </li></ul></ul><ul><ul><li>Special Web page and blog devoted to initiative </li></ul></ul>
  25. 25. Districts Using Social Media <ul><li>Saline Area Schools </li></ul><ul><ul><li>Several blogs </li></ul></ul><ul><ul><li>District Ning (148 members so far) </li></ul></ul><ul><ul><li>Monthly poll on Web site (e.g., How do you feel about the amount homework your child has weekly?) </li></ul></ul><ul><ul><li>Dynamic Web site with audio and video; regular updates; options to e-mail, print news </li></ul></ul>
  26. 26. Social Media Wheel
  27. 27. Be Social Media Savvy <ul><li>Learn and understand the uses of social media tools </li></ul><ul><li>Find out what tools your audiences use and what are they communicating online </li></ul><ul><li>Develop a social media strategy that aligns with district goals </li></ul><ul><li>Get started! </li></ul>
  28. 28. For More Information <ul><li>C. Blohm & Associates </li></ul><ul><ul><li>Charlene Blohm, President </li></ul></ul><ul><ul><ul><li>Phone: 608-839-9800 </li></ul></ul></ul><ul><ul><ul><li>E-mail: [email_address] </li></ul></ul></ul><ul><ul><ul><li>Twitter: @CharleneBlohm </li></ul></ul></ul><ul><ul><ul><li>LinkedIn: cblohm </li></ul></ul></ul>