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How to leverage social media for education
The document outlines strategies for utilizing social media to enhance communication and engagement within the PTA community, highlighting platforms like Facebook and Twitter. It emphasizes the importance of groundwork, planning, and storytelling in building a supportive online presence, as well as encouraging community involvement and feedback. Key takeaways include beginning with a strategic approach, measuring effectiveness, and leveraging community resources for campaign success.
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How to leverage social media for education
- 1. Communicating in a networkedworld Facebook, Twitter & more: Hoo boy! JD Lasica Founder, Socialbrite.org jd@socialbrite.org California State PTA 5/11/12
- 2. What we’ll covertoday Lay the foundation Facebook tactics Twitter tactics Other platforms Storytelling Use your community Q&A Hugs, tearful goodbyes
- 3. Relax! http://socialbrite.org/pta Creative Commons BY photo on Flickr by Tom@HK
- 4. Today’s Twitter hashtag Tweet this preso! Hashtag: #CAPTA12 (Thank you Brad Waller.) I’m @jdlasica Creative Commons photo on Flickr by Prakhar
- 5. 10 color handouts—behappy! http://socialbrite.org/pta
- 6. Socialbrite Sharing Center http://socialbrite.org/sharing-center
- 7. Glossary for newterms http://socialbrite.org/glossary “ Social media: Any online technology or practice that lets us share (content, opinions, insights, experiences, media) and have a conversation about the ideas we care about. ”
- 8. THE ECOSYSTEM Types ofsocial media Blogs Social networks Microblogs (Twitter) Online video Curation (Pinterest) Widgets Photo sharing Podcasts Virtual worlds Wikis Social bookmarking Forums Presentation sharing
- 9. Staggering growth 77% ofonline US adults use social media on regular basis. 150 million active blogs; 1 million blog posts created per day Social sites embedded atop traffic rankings: YouTube, Facebook, Wikipedia, VEVO, Craigslist, Twitter, LinkedIn, Yelp Twitter: 100+ million active users, 250 million tweets per day Flickr: 35 million people, 4 billion+ photos YouTube: 3 billion videos watched per day 8 trillion text messages sent in 2011
- 10. N AT IO N A L P TA Put social media to work Communications among members of the PTA family have undergone a major revolution. PTA leaders, members, and others interested in education and child welfare can connect and mobilize through online social media.
- 11. Why use socialmedia? 1. Enhance educational experience at your school 2. Promote your PTA, school or school district 3. Involve the community in decision-making 4. Feedback loop with community 5. Enlist volunteers 6. Build online community of supporters 7. Raise funds for a cause or campaign 8. Get people to attend your events 9. Enhance existing communications programs 10. Connect with peers at other PTAs
- 12. L AY TH E G R O U N D W O R K Before you plunge in ... Understand that social media is a series of stages Do you have buy-in from top management? Do you have a social media policy that addresses privacy? Do you have a Social Media Action Plan in place? Are you listening to your community? Have you built a program before you turn to a campaign? Have you identified and trained your team members? Do they have the capacity to keep it up? Have you done outreach to head teachers/influencers?
- 13. Start with anAction Plan Spell out goals: What do you want to achieve? Who are you trying to reach? What are the best tools for the job? Who’s going to do it? Metrics: How do you know if it’s working? What are those other guys doing?
- 14. L AY TH E G R O U N D W O R K Possible channels for your plan Newsletter (print, online), email updates Website Blog Facebook Twitter YouTube, live streaming Calendar of events Campaigns (legislative, fundraising) Curation: Storify, Scoop.it, CoverItLive
- 15. Create a listeningpost Set up a listening post (monitoring dashboard) to track what’s being said about your organization. Listen before engaging. Engage before an Ask. Supplement with a social media dashboard. Monitoring resources: socialbrite.org/pta
- 16. SOCIAL MEDIA DASHBOARDS Paceyourself, don’t stress! HootSuite ThinkUp Tweetdeck Netvibes Crowdbooster Salsa roundup: Spredfast http://bit.ly/smdash
- 17. FACEBOOK Facebook: The socialnetwork 900 million members worldwide — 76% of US Internet users are on Facebook 900 600 300 2004 2005 2006 2007 2008 2009 0 2010 2011 Today Facebook’s global growth rate, 2004-2012, in millions
- 18. Why do Facebook? Remind parents of upcoming events. Answer questions from parents & public. Solicit feedback on events & programs. Build community among parents. Enlist volunteers. Mobilize parents on legislative issues. Educate parents on how the PTA benefits the school. Discuss news & important issues. Tons of public education officials are on Facebook & Twitter.
- 19. Setting up aFacebook page Assign responsibilities, share tasks, appoint admins Find some good photos of your school or students for the cover image Use school logo as your profile pic Fill in profile info, including links to school website Create a friendly url: facebook.com/LincolnElementaryPTA Get traction before you publicize Cross-promote in other channels Monitor updates, comments on your page Use Facebook Insights to recalibrate, set up auto-email
- 20. Get into thosenews feeds! Facebook rewards conversation, punishes ‘bullhorn updates’ http://bit.ly/edgerank-checker
- 21. KEYS TO SUCCESSON FACEBOOK Use a cover image Don’t do this:
- 22.
- 23. Try to fosterengagement
- 24. Add photos toyour posts
- 25. How to succeedon Facebook Update 1 to 2 times a day, more during events. Be interesting. Use photos & video. Share posts you spot elsewhere. Answer or Like all comments. Ask questions, stoke conversations. Create Events pages, invite people. Rotate your Timeline. Post polls. Be civil. Almost never delete negative posts. Cross-promote your Facebook Page in other channels/sites. Link to your blog, videos, Flickr pages.
- 26. Aligned, integrated, strategic Include social media logos on your PTA website
- 27.
- 28. Give your contenta social life Conversation, not marketing
- 29.
- 30. TWITTER Getting set upon Twitter Identify your Twitter team Name the account the school name + PTA but keep it short Make your Twitter profile keyword rich, include a link to your Facebook page Use the school logo as the profile image For gosh sake, use a unique background image For gosh sake, don’t make it private Find parents or staffers who use Twitter & follow them. Brand your newsletters, emails, flyers with your Twitter url
- 31. TWITTER Make Twitter workfor you Staff should be trained on how to use Twitter. Not a broadcasting medium. Start by listening & observing. Be conversational, not officious. Tweet several times a day. Use it to solicit ideas, show support for students, announce events, mobilize action, educate public & students about current events, point to articles, identify experts. #1 traffic driver: retweets. Use ‘Please RT’ strategically. Tweets with a URL are 3x more likely to be retweeted. Twitter drives 4%+ of traffic to NY Times, 12% to AOL, Yahoo.
- 32. See how otherPTAs use Twitter
- 33. JD’s 60-30-10 Twitterrule 60% retweets, pointing to value, sharing other voices 30% responding, connecting 10% promoting, announcing
- 34. Prospecting on Twitter http://search.twitter.com
- 35. Search by location Twitter Advanced Search
- 36. Tweeting about PTAin LA
- 37. C U RAT I O N T O O L S Pinterest
- 38. C U RAT I O N T O O L S Scoop.it
- 39. LINKEDIN LinkedIn for nonprofits http://learn.linkedin.com/nonprofits/ Get found in Google search. Integrate keywords into your organization profile. Recruit staff or board members. Host fundraising events. Create community vibrancy. Generate viral awareness. Find connections & expert advice through Groups.
- 40. C O NT E N T & C O N V E R S AT I O N The power of storytelling Awareness > Influence > Action > Impact Cave drawing, Lascaux, France, 17,000 years ago
- 41. STORYTELLING Createlightweight media Don’t look now but you’re a content creator! Using Animoto
- 42. Find your internalstorytellers List staffers’ skills Who’s good at photos? Video? Writing? Facebook or Twitter? Create a Blog Squad Who’s good at campaigns? Open your blog to guest posts
- 43. USE YOUR COMMUNITY Don’tdo all the heavy lifting! Creative Commons photo on Flickr by Jason Means Don’t be like this guy!
- 44. Build community, noteyeballs here’s an amazing difference between building an audience and building a community. An audience will watch you fall on a sword. A community will fall on a sword for you. — Chris Brogan Author, “Trust Agents”
- 45. Find your champions! Find the big kahunas in your sector by using your listening post. Then, influence the influencers. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Connect with other social media influencers through their blogs and other networks.
- 46. Use social lovehandles! Generate an Attention Wave to socialize your campaign
- 47. The awesome powerof free Free content! Free resources! Free photos Socialbrite.org/sharing-center Free videos (eg, TED talks) Creativecommons.org Free music & audio Techsoup Free services! Free expertise! Google Grants BarCamp YouTube for Nonprofits PodCamp Google Earth for Nonprofits WordCamp Social Media Free software & platforms! Club WordPress & its plug-ins Open Office, Google docs Drupal, Joomla
- 48. flickr.com/creativecommons Creativecommons.org Rich source of free commercial & noncommercial images Flickr: 220+ million licenses Use them for your blog, website, email or print newsletter, presentations, etc. Don’t just take. Share!
- 49. LIVE STREAMING Community video Video + chat = engagement Streaming video tools: Livestream.com, Ustream.tv and Qik.com. The University of Nevada, Las Vegas, student journalism channel.
- 50. MOBILE Create a mobilecalling card Text 'jdlasica' to 50500 Create your own at http://contxts.com
- 51. Is your sitemobile-ready? WPtouch Pro for mobile phones, Onswipe for iPad
- 52. Integrate social intothe culture Create teams of participants. Knock down the silos. Get people using the tools. Use ‘reverse mentoring.’ Share monthly metrics reports. Photo on Flickr by lanuiop Provide evidence of how social media moved the needle. Shine a light on examples of employees doing social media well — reward best practices. Convert the skeptics
- 53. Key takeaways Beginwith an aligned strategy, not with the tools. Listen & measure! Evaluate, iterate, relaunch. Tell stories! Use your community — your biggest resource: your supporters!
- 54. Don’t settle forthe status quo If you do not change direction, you may end up where you are heading. — Lao Tse
- 55. Thank you! JD Lasica, founder Socialbrite: Social tools for social change email: jd@socialbrite.org Twitter: @jdlasica @socialbrite Tons of resources at http://socialbrite.org/pta