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Social Media Strategy 
October 2014
Social Media Strategy 
Social Media - a Communications Revolution? 
Social Media Strategy 2014
Social Media Strategy 
Social Media – or Communications Evolution? 
Social Media Strategy 2014
Canadian Social Media Statistics 
• Majority of online Canadians now use 
online social networking sites, with a large 
po...
Canadian Social Media Statistics 
• 41% describe themselves as communicating more with 
people online than offline. 
• 31%...
Social Media Strategy 
• Media landscape changing locally, nationally, and 
internationally 
• Numerous surveys (media con...
Social Media Strategy 
• Social media not entirely new to Lakehead Public 
Schools – on Twitter since 2011 with over 1600 ...
Social Media Strategy 
• Through tendering process we hired the Centre of 
Excellence for Public Sector Marketing (CEPSM) ...
Social Media Strategy 
• Process included 
– Document and social media review 
– Stakeholder interviews with Trustees, Sen...
Social Media Strategy 
• 28 Key Recommendations 
– Twitter http://www.twitter.com/LakeheadSchools 
– Facebook https://www....
Social Media Strategy 
• More Key Recommendations 
– Designate social media manager 
– Develop social media engagement gui...
Immediate Next Steps 
• Continue to monitor using Google Analytics and other free 
monitoring tools 
• Work with schools t...
Website Review 
• Mobile and tablet visitors likely to “bounce” – indicates that site 
needs mobile optimization 
• Site w...
Social Media Best Practices 
Social Media Strategy 2014
Social Media Best Practices 
Social Media Strategy 2014
Vance Chapman School Council 
• School Council Facebook Page set up for over a year 
• Mandate to help with communications...
https://www.facebook.com/VanceChapmanPS?fref=pb&hc_location=profile_browser 
Social Media Strategy 2014
Social Media Strategy 
Questions?
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Social Media Strategy Presentation October 20, 2014

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Communications Officer Bruce Nugent provided an update on the Lakehead Public Schools Social Media Strategy at the annual Parent Involvement Committee School Council Kick Off event on October 20, 2014. Judy Roche and Lee Ann Luby of the Vance Chapman Public School Council also spoke about how their school council communicates to parents through social media.

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Social Media Strategy Presentation October 20, 2014

  1. 1. Social Media Strategy October 2014
  2. 2. Social Media Strategy Social Media - a Communications Revolution? Social Media Strategy 2014
  3. 3. Social Media Strategy Social Media – or Communications Evolution? Social Media Strategy 2014
  4. 4. Canadian Social Media Statistics • Majority of online Canadians now use online social networking sites, with a large portion doing so daily. • 62% have ever visited or browsed an online social network, up from 51% in 2010. • 30% visit site at least once a day, up from 19% in 2010. Source: The Ipsos Canadian interctive Reid Report 2012 Fact Guide Social Media Strategy 2014
  5. 5. Canadian Social Media Statistics • 41% describe themselves as communicating more with people online than offline. • 31% consider themselves active users, posting and replying to others’ posts. • 44% of social networking Canadians check their profile first thing in the morning, 43% find out about news and current events, and 42% consider it an important part of their social life. Source: The Ipsos Canadian interctive Reid Report 2012 Fact Guide Social Media Strategy 2014
  6. 6. Social Media Strategy • Media landscape changing locally, nationally, and internationally • Numerous surveys (media consumption and Kindergarten) and anecdotal reports indicate a shift from traditional to social media • Imperative for communicating to target audience. 1 Social Media Strategy 2014
  7. 7. Social Media Strategy • Social media not entirely new to Lakehead Public Schools – on Twitter since 2011 with over 1600 followers • Twitter extremely effective for sharing and gathering information • YouTube has also been initiated • Time has come to expand social media presence 2 Social Media Strategy 2014
  8. 8. Social Media Strategy • Through tendering process we hired the Centre of Excellence for Public Sector Marketing (CEPSM) to develop a Strategic Social Media Engagement Plan. • Consultant visited us here in Thunder Bay five times to work on the plan. 3 Social Media Strategy 2014
  9. 9. Social Media Strategy • Process included – Document and social media review – Stakeholder interviews with Trustees, Senior Administration, Parents, Principals, and IT staff – Report of interviews, analytics, and SWOT of current website and social media usage – Training for social media platforms and monitoring, evaluating, and measuring – Final report with 28 recommendations 4 Social Media Strategy 2014
  10. 10. Social Media Strategy • 28 Key Recommendations – Twitter http://www.twitter.com/LakeheadSchools – Facebook https://www.facebook.com/LakeheadSchools – Slideshare http://www.slideshare.net/LakeheadSchools – YouTube https://www.youtube.com/LakeheadSchools – LinkedIn http://tinyurl.com/m9nzfh2 – Google+ Stage 2 – Instagram Stage 2 5 Social Media Strategy 2014
  11. 11. Social Media Strategy • More Key Recommendations – Designate social media manager – Develop social media engagement guidelines for staff – Create a hashtag for Lakehead Public Schools - #LPStb – Create a central content bank (i.e., dropbox) – Monitor using Google Analytics and other free monitoring tools – Create a terms of use https://www.facebook.com/LakeheadSchools?sk=info – Create short and concise videos on FAQs – Provide an option for stakeholders to receive text messages 6 Social Media Strategy 2014
  12. 12. Immediate Next Steps • Continue to monitor using Google Analytics and other free monitoring tools • Work with schools to develop social media platforms • Begin review of website with staff and consultant – Website was monitored for 51 days in January/February 2014 – 27,310 visits – Staff link accounts for 50% of all home page direct links – 20% of visits come on mobile and tablets Social Media Strategy 2014
  13. 13. Website Review • Mobile and tablet visitors likely to “bounce” – indicates that site needs mobile optimization • Site will be of “responsive design” • Site design will incorporate social media • It will address issues through analytics and feedback • Currently in development phase and will involve parents for feedback before going live Social Media Strategy 2014
  14. 14. Social Media Best Practices Social Media Strategy 2014
  15. 15. Social Media Best Practices Social Media Strategy 2014
  16. 16. Vance Chapman School Council • School Council Facebook Page set up for over a year • Mandate to help with communications • Continue to use traditional methods like newsletters • Post interesting topics of interest to parents – Minutes of meeting – School events – Community events • Would like more “Likes” • Looking at Twitter or other social media platforms to engage parents Social Media Strategy 2014
  17. 17. https://www.facebook.com/VanceChapmanPS?fref=pb&hc_location=profile_browser Social Media Strategy 2014
  18. 18. Social Media Strategy Questions?

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