Putting the New Social Media Wave to Work for You


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Social media presentation conducted at New York State PTA Annual Conference in November 2011.

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  • Re: Fundraising - note that ADT Security Systems will often pay for exhibit tables at smaller fundraising events + $125 per sale from those events. Or ADT will pay on sales from ADT banners/links on PTA websites/emails. Payments are made to any 501C3 org. via unique promo code on the handout or landing page which contains a 20% install discount. I have an event budget in NYC and am happy to respond to PTA inquiries or answer questions at bconnolly@adt.com. Other regions you can try your local ADT sales office. Conditions apply. Thanks, Brian Connolly ADT Custom Home, NYC.
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  • ----- Meeting Notes (10/29/11 23:28) ----- Ask for show of hands. How many have personal FB pages? Anyone on Twitter? How many have created Facebook fan pages for their PTA? Twitter for the PTA?
  • socialmediaschoolpr (see the link) is a wiki I ’ ve created for this group, but also for school PR people who would like to take a look at links, files, resources about social media. There are guides uploaded there, examples of social media policies and tons more. I will keep the wiki open unless I start getting spam, and then I might make it by invitation only.
  • What we ’ ll cover. Connecting your social media is important as well, and although the learning curve is pretty widespread on this topic, I wanted to get into my recommendations and tips for connecting your social media efforts. If you are a beginner, definitely check out the wiki for beginner help.
  • There are 300,000 FB fan pages, at last count. If you ’ re not yet posting photos and videos to your fan pages, now ’ s the time. And don ’ t forget to keep your posts on FB conversational in tone, not too formal. And brief.
  • ----- Meeting Notes (10/29/11 23:28) ----- Use it to drive traffic back, but also give them as much as you can right on the FB page so that they don't have to go back and forth all the time.
  • This is the superintendent for the state of Oklahoma and her FB fan page. And a group of supts in Alabama have their own site. I recently presented to the Lower Hudson Council of School Supts, and got three phone calls from supers the next day and two extra jobs creating social media for new districts.
  • School board candidates have definitely gotten into the act and have begun to realize the power of using Facebook to get their messages across. The number of school board cands in the 4J Schools in Eugene Ore is pretty impressive.
  • As about whether Joplin increase dramatically since the tornao. Queensbury is a small but successful district when it comes to using socal media. The reason? Their superintendent. If you don ’ t have support from the top on this, it ’ s going to be challenging to intro social media. But keep trying.
  • I know that this is extremely controversial, but some school districts are actually encouraging their teachers to create professional, classroom FB pages so that students can become fans and follow homework assignments, ask for extra help, etc. You can see on the right that District 128 in Libertyville, IL, is doing that. And on the left, Mr. Edelman has a FB fan page that includes the disclaimer: it’s for tutoring and extra help – not a social page or a way to try and friend me. On the other hand, you might have read that Missouri tried to ban teachers from using FB, and that was overturned for now.
  • Here’s the Sacramento Council of PTAs. Only 55 members,
  • The National PTA. 18,000 members at last count
  • Here is the NYS PTA Facebook page. Someone should be updating it and posting photos from the conference, but that’s not happening. Notice use of the logo here.
  • Photo album from the 2010 conference. Great job – more than 40 photos posted here. Suggestion: How about using a simple flip video camera and posting videos?
  • Potsdam – 30 fans. Notice the use of a logo. Anyone here from Potsdam?
  • ----- Meeting Notes (10/29/11 23:28) ----- Click on Company, Organization, or Institution. Choose Education in the dropdown.
  • Important to be able to distinguish between types of FB pages. Group pages: only up to 5,000 members. You can’t have a personalized URL. This is a tattoo artistry group for people who love tattoos.
  • These pages let you connect with other people who share similar interests and experiences. This is a Harry Potter fan page, of which there are hundreds.
  • Fan pages. You have much more control over it and how it’s used. You can delete members you don’t want, you can hide posts and comments, and all members get your posts “fed” onto their personal pages.
  • 1. Create "personal page” in your name or fictional name related to your district (founder, mascot, etc.) 2. link account to authentic email address, wait for FB to confirm. 3. go to:   facebook.com/pages/create.php 4. When page (LEFT) comes up, 5. Choose Company, Organization or Institution 6. In dropdown, choose Education 7.  Give your page a name, click checkbox, then Create Official PAGE.
  • Add your logo, your mission statement, your website address, if you have one.
  • Here you can see that Highland Elementary School PTA has an Info tab. When you click on that you see some “boilerplate info.” They also have listed on the left their “favorite” pages – other PTAs, the Highland Districtl’s FB page, etc.
  • You have this in your handouts.
  • In the handouts.
  • FB Insights is a handy tool that permits you to track how your FB fanpages are doing. You can find out how many likes you ’ ve received, comments, and if anyone unsubscribed to your site. There are many different ways of looking at the statistics, including by gender and age. On this page, I can even see how many impressions there were per post. For example, a slideshow I posted of the middle school graduations on June 24 received 723 impressions.
  • A great little tools to conduct informal and unscientific polls.
  • Find out how much this costs.
  • I think there are more districts using twitter than Facebook. Effective for reaching media Journalists who get tips check twitter and FB first. Twello RT other people ’ s stuff.
  • The power of social media – again.
  • There are 23 state ed departments on twitter -- the ones I counted. I addition, teach.gov has a twitter list of state education depts.
  • One tweet in August 2009. That was it. Meanwhile, they have 698 followers waiting for their second tweet. Be committed, or don’t do it at all.
  • The @ symbol is simply someone’s handle I’m @evelynmccormack. When people refer to me in a tweet, they will use the @ symbol. The hashtag is a pound sign in front of your topic; other people writing about the same topic will also use the #hashtag and that’s how conversations start and continue.
  • There are tons and tons of Twitter apps out there. Twitpic is just one app that allows you to quickly take photos and then post them on Twitter. Weiner ’ s app of choice.
  • I have used a combination of all three on some of my FB pages -- tabs for YouTube, welcome page tabs. There is also something called FBML -- Facebook Markup Language, which you can learn using tutorials on YouTube. That ’ s my next challenge, to learn FBML.
  • On YouTube, you can connect your YouTube account with your Twitter, Facebook, Google Buzz and other accounts. Go to Account Settings, then choose Activity Sharing. Make sure that you are signed on to your District FB fan page and Twitter pages when you do this.
  • Putting the New Social Media Wave to Work for You

    1. 1. Putting the New Communication Wave of Social Media to Work for You Evelyn McCormack New York State PTA Conference November 2011
    2. 2. Today ’ s Wiki: Let ’ s Keep it Going! http://socialmediaschoolpr.wikispaces.com
    3. 3. What We’ll Cover… <ul><li>The Power of Social Media </li></ul><ul><li>Your Tools: Facebook, Twitter & YouTube </li></ul><ul><li>Connecting Your Social Media Efforts </li></ul>
    4. 4. Where Are Parents Getting Their School Information? <ul><li>According to Ipsos North America ’ s December 2010 poll: </li></ul><ul><li>57 percent go to Facebook/Twitter </li></ul><ul><li>26 percent go to District website </li></ul>
    5. 5. Facebook <ul><li>800 million active users; 50% log on daily </li></ul><ul><li>100,000 users age 64+ </li></ul><ul><li>310,000 users between 45–63 </li></ul><ul><li>300,000+ businesses now have FB fan pages, including hundreds of school districts </li></ul><ul><li>250 million have FB on mobile devices </li></ul><ul><li>Avg user is connected to 80 community pages. </li></ul>
    6. 6. How to Use Facebook 1. Use to drive traffic back to website. 2. Post photos, videos, news, announcements. 3. Link to your YouTube (videos) or Flickr (photos) page. 4. Posts on FB should be brief and informal. Make it a conversation . Photo credit: The Telegraph
    7. 7. Public Education Officials Oklahoma State Superintendent School Superintendents of Alabama
    8. 8. Candidates for 4J School Board in Eugene, Ore. Lawrence, Kansas School Board Candidates
    9. 9. School Districts Joplin, MO 5,000 followers Queensbury, NY 948 followers
    10. 10. Teachers Disclaimer: the page is “for tutoring and extra help. …not a social page nor a way to try and friend me on FB.” Libertyville , IL
    11. 11. PTAs
    12. 13. 1,013 fans!
    13. 16. Group Pages, Community Pages, or Fan Pages?
    14. 17. Group Pages <ul><li>Can be set up by any individual & similar to clubs in the real world </li></ul><ul><li>You 'join' Groups </li></ul><ul><li>Admins can send messages to up to 5,000 Group members. </li></ul><ul><li>Only open Groups are searchable publicly </li></ul><ul><li>Groups can’t have a personalized URL </li></ul>
    15. 18. Community Pages <ul><li>Dedicated to topic or experience that is ‘owned’; collectively by the community connected to it. </li></ul><ul><li>Let you connect with others who share similar interests and experiences . </li></ul>
    16. 19. <ul><li>Fan pages of a company, person, product, non-profit, organization </li></ul><ul><li>Fans 'like' pages </li></ul><ul><li>Admins can send unlimited messages, called ‘Updates’ that appear on members’ Facebook walls </li></ul><ul><li>Can host applications that permit you to show more content & interact with users. </li></ul><ul><li>Can personalize FB web address eg: www.facebook.com/swboces </li></ul>Fan/Business Pages 34 million fans
    17. 20. Fan Page How-To facebook.com/pages/create.php
    18. 21. Dress It Up
    19. 22. Background, Mission Statement, etc. on your Info page Favorite Pages
    20. 23. Disclaimers and Use Policies
    21. 25. Great Facebook Resources Facebook in Education
    22. 26. Facebook Guide to Best Practices in Education
    23. 27. Facebook Insights Number of page impressions
    24. 28. Facebook Questions & Polls Yes Prep in Houston, Tex., asked what their mascot should be.
    25. 29. Mailing List App on Facebook -- Constant Contact
    26. 30. Twitter <ul><li>Microblogging platform in 140 characters or less </li></ul><ul><li>Launched 2006 </li></ul><ul><li>106 million registered users; 65 million tweets per day </li></ul><ul><li>750 tweets per second </li></ul><ul><li>It ’ s all about immediacy/useful in crises </li></ul><ul><li>Slower growth among parents than FB </li></ul>
    27. 31. Janis Krums’ Tweet from his cell phone on Jan. 15, 2009 – aboard a ferry on the Hudson River in NYC
    28. 33. State Ed Departments U.S. Indiana Michigan Ohio Idaho Michigan Kentucky California Massachusetts Vermont Colorado Texas Education Agency South Carolina Florida West Virginia Arizona Minnesota Iowa Alabama Maryland Arkansas Georgia Illinois Twitter list curated by teach.gov
    29. 35. School Districts Park Hill, MO Duval County Schools, FL
    30. 36. PTAs
    31. 39. Why Use Twitter? <ul><li>Drive traffic to your website/blog </li></ul><ul><li>Provide you with many professional contacts </li></ul><ul><li>Gives you information quickly about what is going on in the PTA/Education world </li></ul><ul><li>Teaches you new ideas, concepts, and skills </li></ul><ul><li>Alerts you to hot topics (great news source) </li></ul><ul><li>Allows you to share causes you support, content you want others to know about, news that people should care about. </li></ul>
    32. 41. What Not to Do on Twitter
    33. 42. Do This Instead!
    34. 43. Twitter Anatomy What ’ s trending/what people are talking about Suggestions on who you might want to follow The wall # of people you follow; your followers
    35. 44. Twerminology Twitter Help Center can assist you with terminology like #hashtags, @symbols, and how Twitter works in general.
    36. 45. hashtags.org allows you to search for hashtags or track conversations based on hashtags. This conversation was about #nspra11.
    37. 46. Twitter Apps Post photos on Twitter. Install on your mobile phone.
    38. 47. YouTube -- Video sharing website -- Launched 2005, bought by Google 2006 -- 2 billion+ viewers a day -- More video uploaded to YouTube in 60 days than all 3 major networks created in 60 years
    39. 48. Build a Channel Montgomery County, MD, PTA – 1, 356 video views
    40. 49. National PTA Channel: 81,890 video views
    41. 50. Connect Your Media
    42. 51. Denver Academy YouTube videos on Facebook
    43. 52. Featured Video Rotates Made with: YouTube for Pages app provided by Involver
    44. 53. YouTube Advice <ul><li>1. Turn off comments on your channel and each video after uploading. </li></ul><ul><li>2. On profile page, include district logo, mission statement, address, website, contact info. </li></ul><ul><li>3. If too much concern about YouTube, Vimeo is free alternative. </li></ul>
    45. 54. Third-party apps have free Basic plans that permit you to add apps to 1 or 2 fan pages, or limit the number of apps you use. Connect Your Social Media
    46. 55. Go to Account Settings, choose Activity Sharing Share your activity with your FB, Twitter accounts
    47. 56. The Future? <ul><li>District-wide online calendar </li></ul><ul><li>Parents can sign up for text messages, emails </li></ul><ul><li>Works with existing calendar apps used by district </li></ul><ul><li>Directions provided by Google Maps </li></ul>
    48. 57. Email/phone alert companies now offering Facebook and Twitter integration to help push out messages, news, announcements
    49. 58. Evelyn McCormack 914-592-4203 ext. 3412 [email_address] www.schoolcommunications.com