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Social Media Policy for School Districts


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Presentation from NSPRA Ohio 2010 Social Media Conference.Developing a social media policy in a school district.

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Social Media Policy for School Districts

  1. 1. O X I E M | C O L U M B U S & S P R I N G F I E L D | T: 8 6 6 . 4 3 2 . 8 2 3 5 | W : O X I E M . C O M
  2. 2. Sites Engaging Branding | Top Technology | Easy Manageability > Sites that perform & convert visitors to customers Search Holistic Web Marketing | Organic + Paid + QOV Metrics > Continually-managed, for traffic and conversion Social Connect | Convey | Converse With Audiences > Active dialog that creates a bond and advocacy
  3. 3. Not a Social Media Policy.
  4. 4. Social Media is Here to Stay • Your staff and students are using social media more and more everyday • Over 85% of Americans use social media monthly • Twitter grew over 500% in the last year • More video is uploaded to YouTube in 60 days than all 3 major US networks created in 60 years • Facebook dominates social media • Over 400 million users, 3 million of those live in Ohio • Over 50% of these users log-in everyday! • Mobile use of Facebook is growing like crazy. Over 100 million users are accessing Facebook from a mobile device. Probably from work! • Teens use social media differently • 73% of online American teens ages 12 to 17 used an online social network website • 86% of teen social network users post comments to a friend’s page or wall •75% of American teens ages 12-17 have a cell phone
  5. 5. Why a Social Media Policy? • Facebook’s largest group of users are ages 35-54 • One-third of employees surveyed never consider what their boss or customers might think before posting material online (Deloitte Ethics & Workplace Survey) • 15% of companies have disciplined an employee for violating multimedia sharing/posting policies (Proofpoint) • 8% have fired an employee because of these violations (Proofpoint)
  6. 6. Social Media Policy First! Understand Social Media
  7. 7. Social Media Defined Internet-Based Tools For Sharing & Discussing Information Among Human Beings.
  8. 8. Social Media Strategy The Old Way Shout!
  9. 9. The Shout Method
  10. 10. Social Media Strategy The New Way Listen
  11. 11. Facilitate the Conversation
  12. 12. Social Media Strategy It’s Happening Whether you Participate or Not
  13. 13. Developing a Social Media Policy
  14. 14. The immediate Response • Lock everything down! • 172 million Smartphone’s were sold last year. They will find a way. • What about what happens after 5 p.m. • Remember when email was scary • Write a policy that is focused on what people CAN’T do • Social media can’t work in public education like it does in the corporate world
  15. 15. Step 1 – Risk Assessment • Personal voice • High engagement • Integration on multiple levels • Open minded administration High Risk • Neutral voice with little personality (broadcast method) • Lower engagement • Limited integration Neutral • Administration nervous but willing to try • Limited use of tools – 100% broadcast • Zero engagement • High monitoring/enforcement plan Low Risk • Administration scared to death
  16. 16. Step 2 – Listening Audit • Determine how your staff, students and the community are using social media today: • Survey students & staff • Utilize the search engines: • • • (Google Alerts for Twitter)
  17. 17. Step 3 – Develop an overall philosophy to social media • Requires development of a social media strategy – an important step you should take! • This will be different for every organization For Example: • Social media will be used to improve communications with the community • Social media will be used to integrate new learning technologies in the classroom • Social media will be used to improve communication and collaboration between staff and buildings
  18. 18. Step 4 – Ask yourself the tough questions • Can our staff utilize social media professionally and identify themselves as an employee on their profile? • If so, what perimeters do we need to define • How will we respond to negative comments online? • What is the line between professional and personal? • How will we monitor and enforce the policy? • Do we need a different policy for students, staff and administration? • How will we evaluate new social media tools as they come up?
  19. 19. Step 5 – Use what’s already out there • Review existing social media policies that are available on the web • •
  20. 20. And learn from other industries
  21. 21. Key items for every policy • What is social media and how will we use it • Reminders on confidential information • Define who is responsible and identify a main point of contact • Responsibility for what is written online • Identifying oneself as an employee of the company • What happens if the policy is violated
  22. 22. Questions? Billy Fischer || 614.448.1809 @billyfischer John Fimiani | | 937.901.6219 @johnfimiani @oxiem Download this presentation at: