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Social Media Strategies for Schools for OASBO Conference


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Social Media Strategies for Schools for OASBO Conference

  1. 1. Social Media Strategies for School Districts OASBO Annual Workshop 04.21.10 Lee Cole, Pickerington Local Schools Shane Haggerty, Ohio Hi-Point Career Center
  2. 2. Social Media Strategies for School Districts What is Social Media & Why it Matters How we are using it Problems/Obstacles Myths vs. Facts Social Media tools (Twitter, Facebook, Blogging) Next Steps/Resources
  3. 3. Social Media: What is it? Why does it matter? Social Media is an open, interactive, conversational communications tool based online Social media changes the way we communicate from one- way and top-down to two-way, bottom-up Social media moves communication from a monologue to a dialogue “Social media has created a shift from push communication to a pull dialogue”-Forrester Research The brand is now in the hands of the consumer
  4. 4. Social Media: What is it? Why does it matter? The Lecture is OVER! Show me a STORY! There are NO captive audiences anymore!
  5. 5. Social Media: What is it? Why does it matter? Facebook: Over 400 million active users, 41% over age 35 YouTube: 84% watching video online, 54% ages 35-64 Twitter: More than 3 million “Tweets” each day Gender of social media users: 50/50 split Age Stats: 18-24 (75%), 25-34 (57%), 35-44 (30%), 45-54 (19%), 55-64 (10%), 65+ (7%) Since 2005, Adult use has more than quadrupled from 8% to 35% More than 40% of women over 40 have a social networking presence
  6. 6. How do we use it?
  7. 7. We Are Pickerington Campaign
  8. 8. Twitter at Pickerington Local School District
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  10. 10. TWITTER 101
  11. 11. Why Tweet? -One of the easiest social media vehicles -More controls district side controls -Increase brand and maintain identity -Reach a new demographic -Target your message Don't be intimidated -You don't need to make a large investment into Twitter -Two sentence messages -5-10 min daily commitment
  12. 12. Usages -A branding tool -Rumor Control -Testimonials -Reminder Notices How to Implement -Set-up an account -Create background image -Profile/links -Build followers
  13. 13. FACEBOOK 101
  14. 14. Facebook 101 1. What is it? 2. Growth and projected users 3. Different types of pages (individual, fan, group) 4. Why use Facebook? 5. Reaching a variety of audiences 6. How it differs in privacy controls from other social media (MySpace)
  15. 15. HI-POINT JOURNEYS CAMPAIGN at Ohio Hi-Point Career Center
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  17. 17. The Planning stage: Surveys of Students showed: Only 20% of parents read direct mail pieces, 14.3% of students did 97% of parents & students visit district website always or sometimes 70% of students preferred visiting Facebook or MySpace while online 23% regularly used photo sharing sites & watched online videos 58% read blogs regularly
  18. 18. Outcomes/measurement: 2000 unique visits 12,100 page views avg. 2:20 seconds spent on site Loyalty: 58% returning visitors Relevance: 42% new visitors 350 facebook fans
  19. 19. Outcomes/measurement: Enrollment trending up for next school year (100+ more students at this point over same point last year) Recruitment/community outreach has been “branded” Students have become part of PR team
  20. 20. BLOGGING 101
  21. 21. Blogging -Blogs allow you to communicate in a transparent and “real” way -Blogs can replace traditional print newsletters or other costly methods of delivering up-to-date news -Blogs allow you to tell a story and create a dialogue with your constituents -Blogs can be subscribed to allowing for easy delivery -Blog comments can be moderated and controlled for safety -Wordpress or Blogger are free!
  22. 22. Problems & Obstacles 1. Lack of understanding - Youth usually more savvy than adults regarding social media types, functions - “Just a fad” 2. Fear of the unknown - New mediums continue to be tested - social media expands, so do the ways we use it. As - Strict legislation governing how students’ images are allowed to be used on the Internet - Legislation is really just emerging; lots of gray areas 3. Target audience - Not knowing how parents/community prefers to receive news about your district - Often a matter of lack of Internet access in larger cities, rural populations
  23. 23. Problems & Obstacles HEADLINES WORRY SCHOOL DISTRICTS: Teens sue school over punishment for racy pics Summer vacation lingerie-and-lollipop photos were posted on MySpace - MSNBC, Oct. 30, 2009 Va. Student's Snow-Day Plea Triggers an Online Storm - Washington Post, Jan. 23, 2008 Conviction on lesser charges in MySpace case Mother guilty of misdemeanor charges in cyber-bullying in which girl died - MSNBC, Nov. 26, 2008 Facebook postings land N.C. teachers in hot water - Charlotte Observer, Nov. 23, 2008 State targets student-teacher communication New Louisiana law says all electronic communication between teachers and students outside of school must be reported - eSchool News, Oct. 19, 2009
  24. 24. MYTHS vs. FACTS
  25. 25. MYTH: It’s dangerous and uncontrollable FACT: It’s controllable with safety features and moderation controls
  26. 26. MYTH: Social Media is a fad and only for kids FACT: It’s growth continues at astounding rates, it’s part of peoples’ lifestyles and the 35 and up crowd accounts for 41% of all visitors to the largest social site
  27. 27. MYTH: It’s free and easy, anyone can do it, and it will have an immediate impact FACT: It CAN be free, it DOES take time and planning, not EVERYONE should do it, and it’s impact does take time and consistency
  28. 28. MYTH: Social media will replace traditional communications and is immeasurable FACT: Social media should be PART of your outreach, along with traditional PR and marketing. It’s measurement is easier than traditional means, but is based more on relationship-building and engagement
  29. 29. NEXT STEPS: Strategies for your school district Plan (Surveys, focus groups) Coordinate social media efforts across organization/Get support from administration, board Set policies and procedures, crisis procedures Evangelize and educate your staff (and constituents) Monitor and measure
  30. 30. Benefits of social media: >Rapid response to rumors/criticism >Build a network of key communicators/ word-of-mouth >Dialogue w/constituents >On-going idea development >Provides testimonials >Create communities
  31. 31. RESOURCES
  32. 32. QUESTIONS? Contact Us: Lee Cole: Shane Haggerty:
  33. 33. Follow us online: Ohio Hi-Point Career Center: Pickerington Local School District: