Colo Association of School Business OfficialsSocial Media is part of Web Communications but many other people are involvedDir of MarketingAdmissions, Alumni, Student Actvities, Grad SchoolMany Facebook and Twitter accounts at UNCNiche interestsOne main site, picking up tractionLate startShow UNC SocialWHO ARE YOU?
Resources scattered throughout
Published to YouTube?LinkedIn necessary for job searches – whole other presentation
What do you think they are?We will focus on Facebook and TwitterUsers can comment on You Tube but the conversation is much less active. YouTube is a great support platform for the other two.
Back up to 30,000 foot level firstLots of places to get your communication and message across
Note about efficiencyStart with the content you want to tell your audiences, choose and schedule out what tools to use
Behind China and India, ahead of US
We used to control our image to some degreeCommunications people – newsletters, web sites, flyers, maybe newspaper Op edsThose times are goneHow many have look at Amazon, Yelp, Urban Spoon, Angie’s list, rate your doctor?It’s all about peer opinionsYou want to join that conversation in an authentic wayUNC Collective
Why do we care about our public image?District 6 dress codeFunding cuts
What is the item that is different from others in this listHow are they the sameNot just image, it’s SERVICE.
Given the conversation nature of social mediaGiven the lack of controlHow do you succeed?
Be organized if multiple adminsOFFICIAL POSTS go to news feedsBe careful abut SECURITYOnce the system is in place, it gains momentumNeed an enthusiastNeed more than one person, have advisory boardBe on the same page as much as possible
How many have these?Google it but write your ownSocial media has a much higher risk factor and guidelines can help set the standards and make difficult issues easier to solveFacebook has good standardsTwitter has “rules”
Need to talk about goalsEasy to get too broad in your use of social mediaKeep branding in mind as your foundation
Blue Fuego is higher ed consultantKnow what types of things you want to post Don’t try to be everything to everyoneDon’t often post stuffy news items – make it a balance
UNC experience -PRIDELet us know, what do you think, contribute now, buy ticketsPolls must be interesting topics – color of hallway, logo, Remember to keep it impersonalLook at demographics in Insight
Polls on hallway color, logo, best lunch, best creature comforts to bring to soccer gameSchool business officials
Bad examples:Didn’t respond to a parent concern about the curriculum and the parent posted an irritated message on the timeline.
Pay Attention!Negative comments – have a set f internal guidelines
Goal is engagement
People talking about this – posts comments, sharesTotal reach- adds anyone who saw yor postVirality – how shared was this?
CASBO 2012 Ronna JohnstonDirector of Web Communications University of Northern Colorado
Today’s Topics What is Social Media? Why should schools and districts use social media? How can social media be used? How do you measure results?
How Many of You Personally Use… Use Facebook? Use Twitter? Use YouTube? Have a LinkedIn page?
How Many of Your Schools orDistricts Have a… Facebook Page? Twitter Account? Any Other Public Tool? Specialty Tool?
It Is Another Tool Newsletters Email Presentations Web Social Media
Repurposing Content Web Email Content Newsletters Social Media
Why Use Social Media? Want to be where your users are If Facebook was a country, would be third most populated Facebook – 900 million people worldwide 163 million in the US. http://www.checkfacebook.com/ Twitter – 500 million users
Branding Overlooked aspect Consistent image, tone and message You want to influence your school’s image We used to be able to control image Social media has drastically changed our control
Public Relations Closely related to branding Media may pick up tweets You can point back to positive media stories
Communications This is the main reason Quiz A. Newsletters B. Emails C. Texts D. Website E. Social Media
Foundations for SuccessPolicyPlanningPersistence
Who Is Involved? Yes, it’s a resource issue Can have multiple Facebook administrators Must share Twitter account logon and password Can a parent committee help? Can a student help? Ask for posts to be sent to the administrator Need a structure, can’t be an afterthought
Get Started Social Media Policy or Guidelines http://www.unco.edu/websupport/social/social_medi a_guidelines.html http://www.facebook.com/communitystandards http://support.twitter.com/articles/18311-the-twitter- rules#
Planning a Page Who is our audience? Parents Students Community members Lawmakers School Board members Prospective employees School employees
What Are Our Goals? Overall goal: Increasing engagement, awareness and understanding Specific strategies Creating buzz about events Help people keep up with deadlines Announcing awards and highlights Fundraising Providing safety information Connecting people Getting feedback and ideas Answering questions
How Will We Keep Content Fresh? Set up a schedule for posts and tweets Don’t spam followers/fans Blue Fuego: three times per week acceptable
How Will We Keep Audiences Engaged? Conversational tone Call to action posts and tweets Questions Photos PollsAsk them what they want
Specific Ideas Sporting events School closures New teachers Educational news and relevant articles Facilities changes Fundraisers Student highlights Crisis communications
More Advice About Content Court your champions Don’t try to be everything and everywhere Pay attention to the page and account Don’t panic about negative comments Have a set of internal guidelines about negative comments
Specific to Twitter Retweet other tweets Watch for mentions about your school Search for your school using the # Use it in breaking news situations Learn the language @, RT, #,shoutout
Promote Add links to Website Newsletter Emails Ask your teachers and parents to help you by posting to their pages Like other pages Announce it at events and meetings Partner with community entities like the Chamber
How To Measure Hot topic Not a retail site # likes or followers # retweets Comments Tone Facebook Insights