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A Paradigm Shift in School Communications

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Presentation held at SWBOCES/LHRIC for educators on Oct. 21, 2013.

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A Paradigm Shift in School Communications

  1. 1. A PARADIGM SHIFT IN SCHOOL COMMUNICATIONS Social Media and Beyond
  2. 2. WHERE YOU CAN FIND THIS SLIDESHOW www.slideshare.net/evelynmccormac k
  3. 3. #HASHTAG FOR TODAY    #swbsocialmedia You can follow any tweets about today’s workshop by going to this URL (sign in with your Twitter account): http://twubs.com/swbsocialmedia/moderatedfullscreen All documents will be shared with you via Google+ Community. I’ll invite you via email. (You have to sign up for Google+).
  4. 4. THE TRAIN HAS LEFT THE STATION
  5. 5. 40 million fans
  6. 6. WHY SOCIAL MEDIA MATTERS       Social media today is not about the tools, but about how we use those tools Online collaboration, information sharing & engagement transforms monologues into dialogues Empowers individuals, provides platform from which to share opinions, experiences & information Anywhere, any time and immediate It’s about transparency and listening FREE!
  7. 7. IT’S MIND-BOGGLING…
  8. 8. 700 YouTube video links shared on Twitter each minute  500 years’ worth of YouTube videos watched on Facebook daily  Facebook users share 2.5 billion pieces of content every day  400 million tweets sent a day Instagram users upload 40 million photos each day  59% of US companies now have Instagram accounts  15 million businesses, companies and organizations now have Facebook fan pages 
  9. 9. HARVARD U SOCIAL MEDIA PAGE
  10. 10. IAMCPS
  11. 11. NMH SOCIAL
  12. 12. OSSINING UFSD
  13. 13. TAKE SOCIAL MEDIA STEP AT A TIME
  14. 14. HAVE YOU TAKEN THE 1ST STEP?
  15. 15. HOW TO USE FACEBOOK Simple announcements, but with an engagement angle. “Who is excited?”
  16. 16. Drive traffic back to the District website. (Get Google Analytics for your website and see where the traffic is coming from.) Or just post! Cute kid photos = public engagement
  17. 17. THE IMPORTANCE OF MULTIMEDIA No better way to engage: photos and videos.
  18. 18. Miles for Smiles fundraiser at Valhalla Middle School Create/upload albums of photos related to the same event and post them on Facebook. First Day of School in Tarrytown UFSD
  19. 19. ADVOCACY & CURATION
  20. 20. PROMOTE, PROMOTE, PROMOTE 1. Place social media icons on your home page 2. Present at a televised Board of Education meeting 3. Videotape a message about it on cable TV 4. Present at PTA meetings Rye Country Day School home page
  21. 21. WORDS OF WISDOM FROM RYE COUNTRY DAY   Be patient. Even educators need time to learn about something new. Reserve your online real estate. Save user names, then move ahead. (twitter.com/ryecountrydayschool, facebook.com/ryecountrydayschool, youtube.com/ryecountrydayschool, linkedin.com/ryecountryday school)  Be aware that we are ALL experimenting with social media. Be open to change.
  22. 22. A FEW FACEBOOK CAVEATS      Create a Facebook business page, not a personal page, not a Facebook group (unless it’s a classroom page) Work with your administration on a simple Terms of Use statement that will apply to all your District’s social media. If you create a Facebook page, create a Twitter feed at the same time. (I’ll explain later.) Don’t create a Facebook page around one event, like a crisis, then abandon it. Use a monitoring tool like Hootsuite to track mentions, comments, etc.
  23. 23. COMMENTS When you should delete a comment from a “brand” page:  If a comment depicts some illegal action  If a comment uses words you wouldn’t want a child to use  If a comment is completely off topic  If a comment attacks or insults another user  If someone is hawking their wares on your page
  24. 24. MONITORING
  25. 25. Hootsuite Monitoring Dashboard
  26. 26. FACEBOOK TO TWITER (Already linked)
  27. 27. USE YOUR BROWSER TOOLBAR Browser add-ons can make your life a lot easier!
  28. 28. FACEBOOK INSIGHTS
  29. 29. WHAT ABOUT THE SECOND STEP? Papillion-La Vista School District in Nebraska – on Twitter
  30. 30. Look at the way independent schools and colleges/universities are using social media. They aren’t complacent because they can’t afford to be. Rye Country Day School on Twitter
  31. 31. ARE YOU #SOCIALMEDIATRANSPARENT?
  32. 32. BUT WAIT – THERE’S MORE…
  33. 33. “More and more, this is how news will be transmitted: not in the morning paper or the evening news, but constantly and instantaneously. Schools can either dive in now, or struggle to catch up later on.” – Dorie Clark, Forbes Magazine
  34. 34. HOW TO USE TWITTER As a personal learning network. Follow people with whom you share interests.
  35. 35. Public schools and school officials can “curate” interesting information about education, leadership, Common Core, and scores of other topics by using social media to spread the word.
  36. 36. TO SHARE NEWS/UPDATES/ALERTS Two words: Hurricane Sandy
  37. 37. --Boulder Valley School District, CO, where massive floods took place in September.
  38. 38. CREATE A TWITTER TEAM
  39. 39. “The value of being connected and transparent is so high that the road bumps of privacy issues are much lower in actual experience than people’s fears.” ~ Reid Hoffman Founder/Executive Chairman, LinkedIn
  40. 40. TWITTER APP ON FACEBOOK The opposite of Facebook to Twitter
  41. 41. HAVE YOU TAKEN THE 3RD STEP?
  42. 42. YOUTUBE FOR SCHOOLS • Provides schools with access to hundreds of thousands of educational videos from YouTube EDU • Videos come from organizations like Stanford U, PBS, TED Talks, Khan Academy, Steve Spangler Science, Numberphile • Administrators and teachers can log in and watch any videos but students can’t log in and can’t watch any video other than those their school has approved. • Can customize content available to your school. Teachers/administrators can create playlists of what can be watched within your school. • Set-up requires help from your IT folks.
  43. 43. CREATE A CHANNEL Bellevue, WA, School District
  44. 44. HOW TO USE YOUTUBE      PROMOTE your curriculum, your best teachers, new buildings, bonds and votes, student accomplishments, etc. BRAND your district CLOSE comments HERE ONLY This requires TIME, EDITING, and the use of someone with video experience. Start slowly. If you don’t have video staff, use photos from an event to create an ANIMOTO video.
  45. 45. AND WHAT’S NEXT?
  46. 46. HOW TO USE INSTAGRAM • Spotlight school activities, recognize student & staff achievements, announce positive news • Show sneak peaks and behind-the-scenes looks at familiar subjects • Try a hashtag photo contest • It is more difficult for Instagram users to stumble on your account. So need to promote more actively. • Connect Instagram to your Twitter feed and Facebook page. Business page on the Instagram site has tips. • Tag schools/locations where you take photos. Check out other photos tagged at your schools and hit “like” on appropriate photos from students, parents, staff. Leads active users to discover you.
  47. 47. DISTRICT OF COLUMBIA SCHOOLS
  48. 48. PARK HILL (MO) SCHOOLS
  49. 49. THE MARET SCHOOL
  50. 50. #FOLLOWTHEFROG
  51. 51. TEMPLE MADE
  52. 52. BUILDING A BRAND AND A CULTURE
  53. 53. PINTEREST
  54. 54. LINKEDIN COMPANY PAGES
  55. 55. THANK YOU! Evelyn McCormack, 914-592-4203, emccormack@swboces.org Photo credits: poetsforworldpeace.com, marketingsavant.com

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