Presentation at NSPRA 2010 in Charlotte, NC. Thanks for being such a great audience!

1. This presentation is available online at
www.slideshare.net/evelynmccormack
credit: wellingtongray.net
Indispensable Web 2.0 and Social MediaTools
National School Public Relations Association Conference -- July 2010
There are a million social media tools we could use as school PR people. You can find my presentation on slideshare, an example of Web 2.0
This so-called periodic table shows just a sampling of what's out there. technology.
Remember that the links and videos embedded in this presentation will
also be live for them to use on slideshare.
How many of you now maintain FB fan pages for your districts? Twitter
feeds?
How many of you feel behind the Web 2.0 curve? You can't be behind, it's
a curve. Do just two things here -- and everyone you work with will think
you're a genius.
Since I'm sure most of you know there are zillions of Web 2.0 tools out
there on the web, I've tried o just give you a Whitman's Sampler of Web 2.0
tools that can help you out as school PR people and those I've used
myself regularly or have a good track record.
Because I've presented here before on the topic of using Facebook and
Twitter to push out your news, I'm pretty much moving beyond FB and
Twitter, although I'll touch on how to enhance yoru FB fan pages and
Twitter feeds a bit.
Caveat: Don't do more than two of these at once. Use a couple of sites,
test them out yourself, even with a persona account, before running them
by the boss.

2. Are you still resisting the pull of social media?
“I think the environmental impact of this disaster is likely to have been very,
very modest.” Tony Hayward, BP CEO
Credit: Gary Hayes, Personalize Media Blog
If you are, you might want to jump on the bandwagon. . This is Gary Hayes' Need I say more? Think about what we would have known about the BP oil
blog and Gary Hayes keeps track of Internet actvity. So let's go out to the spill without the web, live feeds 5,000 feet below the sea level. This feed,
web and see his latest numbers. which has been posted everywhere, is now commonplace and burned into
our psyches. This is one of the places where I'm going slightly off topic
because I'm always completely amazed by technology today.
ROVs -- Remotely Operated Underwater Vehicles
A completely amazing and current look at how social media and the web
have changed the way we view and share in current event:
Haiti
US Airways Miracle on the Hudson
World Cup
American Idol

3. Digital Life Management Netvibes
Google gives you
Tabs you can ideas
customize
iGoogle
Let's begin with your life, and let's begin with your morning routine. Netvibes is beginning to grow on me. It is a bit more colorful, but doesn't
Other than Starbucks, you might want to think about using digital offer quite as many feeds as iGoogle.
dashboards and feed aggregators like iGoogle and Netvibes.
But it works pretty much the same as igoogle works.
You are, after all, news junkies, I would be willing to bet.
You need to be organized, and there's no better way than being organized
digitally and online. This means that all your important information -- FB
feeds, Twtiter feeds, news sources, maps, time and date, even your emails
-- can be found in one place at the beginning or your day. And it's all
online, which means you can get to this information from any computer,
anywhere in the world at any time of the day.
These sites -- iGoogle and Netvibes being probably the most well-known --
are also called dashboards and start pages. You can start your day with
either. And if we go to my iGoogle page, I can show you around.
Hae to open a Google account for this.

4. Tracking Your Online Presence & Trackle Alerts
Avoiding Surprises
NSPRA
conversations taking
place between
members, including
me, @nylady,
@kirby310 (Nicole
Kirby), and others.
Trackle
Analytics
provides a
Google Alerts summary of
conversations,
too.
If there are two things every PR person should try and do, it's create a Here, I tried out Trackle, which is similar to Google Alerts and you get to
morning news feed dashboard like the ones I just showed you, and get enter up to 10 different terms that they will track and alert you to, on a daily
Google Alerts. Google Alerts is a free service that will track mentions or weekly basis. I entered NSPRA just because, and I receive this alert last
anywhere out on the web universe by terms, titles, names of school week that School Messenger was holding a party for NSPRA folks on
districts, etc. Monday night. Awesome.
Google then emails you every time that term is mentioned, including in At the bottom of the alert, which was sent to me by email, it shows that
online new stories. school messenger sent a twett on Twitter about the party.
What you're looking at is an email I received when one of my districts won
the NY state baseball championships. This is the news story that was
published.
This is critical for anyone who needs to follow the news, blog mentions,
and Twitter mentions of your school district, maybe to keep the news from
getting out of hand or to be able to point to something great that was
published.
Temple University story.

5. Beyond Facebook and Posting Twitter Updates to Facebook
Twitter: Integration 1. Go to the FB apps page
at http://www.facebook.
The Facebook to Twitter Tool: http://www.facebook. com/editapps/php
2. Click on Twitter's Edit
com/twitter/ Settings button.
Lists my fan 3. When you get there, go
pages Just click on "Link to to Additional Permissions
Twitter" and you're and check "Publish Content
connected. to My Wall."
*If you're maintaining more
than one FB page under he
same user ID, this won't
work.
Now onto Facebook and Twittter for a bit, since I'm sure they're also a part
of your daily life now.
If you're handling several Facebook fan pages and Twitter feeds at once,
you can integrate both so that each time you post to FB, the exact same
message is posted to Twiter.
Easy to do. Go to the link you see here.. FB will list your FB fan pages and
you simply press the "Link to Twitter" button.
Just keep in mind that this works on way: FB to Twitter.

6. Facebook Insights Facebook Insights
You can find Insights on any fan page in the left hand margin. See the red FB Insights is a handy tool that provides you with weekly updates about
arrow. your fan pages.
HOw many new fans that week, how many post views, whether you hae
comments/feedback, etc.

7. Email Updates Enhance Your Fan Page with Apps
The Poll app:
http://apps.facebook.com/opinionpolls/create_poll.php?
ref=nf
Facebook will also send you weekly summaries of any FB pages you're You can go to the link you see at the bottom of this page to find the FB poll
maintaining. Here you can see an email I received recently about the FB application. It simply allows you to conduct a simple poll of your fans.
pages I maiintain. The update lists how many new fans your page has, how
many posts you'ce made , how many comments were made, and how
many visits your page has received.

8. Polls & Surveys
Facebook Poll
App
www.99polls.com
Here's a screenshot of how the poll looks on the White Plains schools 99 polls can enhance your Facebook account (or if you have a glo) by
Facebook page. conducting periodic polls on your fan page. Here, we just ran a simple poll
asking people who they planned to spend their summer vacation in one of
our districts.
The red arrow shows you where you can share the poll -- on FB, Twitter
and elsewhere. There's also a URL you can cut and paste onto your
website or the embed code for your website. These sites are making it
much easier to use in conjunction with social media sites like FB and
Twitter.
I use both the 99 polls tool and the Facebook Poll tool, just depending on
what mood I'm in. And I like to experiment with a couple while I'm still in the
beta stage of learning about this stuff, because often you don't find out
about a glitch in a tool until you've used it for a while.

9. Blending Your Social Media NASA's Buzzroom
This is the NMH Book, a special page on the private school's website Here is a version of the same idea, except from NASA.
where all of their social media presence is aggregated.
So you can see their Facebook update, with links.
You can see their blog postings, with links.
At bottom right, you can see their Twitter feed, with links.
Center, their photos on their Flickr account.
Under that, their YouTube feed of videos.
All in one place and the home page at NMH promotes this.
You can set up a page that accepts all these feeds seamlessly, or you can
ask your website developer about this.

10. Enhancing Twitter & Handling Multiple Feeds Trottr
CoTweet
You can record a message, get the URL
and post on Twitter.
CoTweet does require you to register an account with them, but it’s for a This is the coolest thing ever and might be one of those few items that falls
good reason. You can link your CoTweet account with up to 5 of your into the category of Shony New objects. But what the heck. I'm lazy, so this
Twitter accounts and manage them all from one place. This saves a lot of is perfect for me. I literally go to Trottr and it lets me records a Twitter
time and lets you schedule tweets for multiple accounts from one place. update. I'm only using it on my personal Twitter page right now, but maybe
in 2010-11, I'll ask my cool superintendents if I can use it on their District
Besides scheduling tweets, CoTweet will save all incoming and sent fan pages. And by then, maybe Trottr will have gone out of business.
messages for you to view later if needed. One of its more unique features
is the ability to assign a tweet to a friend, coworker, or someone else to
follow up on. This can be very useful for businesses.

11. Twitterlists Listorious
(lists of Twitter feeds by occupation, interests)
This Twiter list is called @schoolpr/12schools. Add your district to the list if Listorious is great because you can look up great sources by occupation
you're on Twitter. Lists are gteat ways to network with other people who do and interests, in case there are people you want to follow or get ideafrom.
the same thing, and to steal ideas on how districts use Twitter. There are
247 schools on this list, just to give you an idea.

12. TweetML For Newbies & Vets: Mashable Guides
Facebook Guidebook
Twitter Guidebook
This is TweetML, which is similar to Twitter Lists by aggregating lists of These arw absolutely the best guides around for using and enhancing your
similar people together. I highly recommend thar you look this list to see Twitter and Facebook pages.
how schoool administrators around the country are using Twitter. Things
have definitely changed!

13. Photo Editing and Sharing
Picnik integrates with Picasa Web
Picnik Albums, Flickr, Facebook,
Photobucket
Picnik is free and allows you to simply upload any photo you want to edit. The great thing about these tools is that they often are integrated. For
You can resize it, lighten it up, and pretty much do most of the things you example, with Picnik the photo editing site, you can upload your photos,
would normally do with it on Photoshop. edit them, and then store them on Picasa, Flickr or Photobucket, then turn
But this is easy and gives you instant gratification. them into slideshows later on.
You can save the edited photo to your hard drive, email it to someone, or
post it on Picasa, Twitter, Facebook, Flickr, etc. You can also post the photos directly onto your Facebook fan page.
Use it in a Flickr slideshow.

14. Turning Photos into Slideshows Photobucket
Picasa How it looks on a website.
My staff uses several different Web 2.0 tools to create slideshows, Photobucket allows you to upload photos and create a slide show. Here’s
including Picasa, Photobucket and others. how one of those slide shows looks on our website, along with a news
item.
Using a slideshow tool is GREAT when you have tons of photos from one
large event and doesn't limit you to choosing just one photo.
See our example from our website.

15. FixRedEyes
Press the "Share This" button when you're done uploading, and you'll get a
choice. Choose the embed code (html code) and paste that right onto your
content management tool where you post your web story.

16. Sharing Presentations, Newsletters and
How it Looks on Your Website
Other Docs
Issuu
We use tools to turn our boring PDF newsletters into "interactive"
newsletters, where you can turn the pages and zoom in and out when
viewing the newseltters.
The tool we pretty much exclusively use is called Ilssuu. Again, you will
want to upload your PDF document right onto the Issuu website, which
converts it for you.
The, like the photo slideshow sites, Issuu gives you a snippet of html
coding called an embed code, which you paste into your website contentn
management tool and voila -- the publication appears.
This is what my Issuu "bookshelf" looks like. Issuu stores all the docs you
uploaded on this site for future reference.
You can see the "upload" button at the top of the page.
Click on White Plains color publication and show the embed code and way
to post to Facebook.

17. Issuu Stats Scribd
Issuu statistis just provides you with a look at how many people have Upload publications to this website. Read by 50 million every month,
viewed your documents, etc. 50,000 documents uploaded every day

18. Slideshare Prezi
(an awesome tool I don't know how to use -- yet!
Upload and share presentations; view
others', steal ideas, start groups

19. Social Media Aggregators/Dashboards Hootsuite
Twitter Facebook Tweetdeck
Tweetdeck is a free tool you can use to aggregate your Twittter accounts The thing that's great about Hootsuite is the ability in the far right column to
and your Facebook fan pages, and keep track of them all at once. You will schedule updates on Twitter, Facebook and LinkedIn.
be asked to download the Tweetdeck tool onto your hard drive, so that you So I scheduled an update for my Twiter for 2 p.m. today, Tuesday.
can choose when to have it running simulatneously while you're online.

20. Networking, Learning and Growth Facebook Groups
Ning social networking NCSPRA Facebook Page
Ning is a social networking site. You would have to make the commitment Here's the North Carolina School PR Association's Facebook group or fan
to do this financially, since Ning just recently changed its terms and no page. At the time, they had 10 members. We can check and see how many
longer offers a free version. they have now. The page was created on July 13th.
This is a great way to network with like-minded people, share best
Sounds just like Hulu! practices, links, ask questions, all the same kinds of things you can do on
the Ning.
The New York School PR Association just decided to keep its Ning
because it took us so long to get people to sign on, both literally and
figuratively, to the idea that you can share information without having to
send a mass email. We are currently bewixt and between in that regard.

21. Visual CV -- Your Life Visually
Shane Haggerty's #schoolprchat Upload your work
Resume info

22. LinkedIn Meetups and Webinars
Mashable Meetups
This is usually the firstplace adults go to put their toes in the water through If you're a social media beginner or just someone who wants to learn more
social media. At this point, if you're a professional, you should be on about this technology, you can join a free"virtual meetup" online or sign in
LinkedIn. to a webinar and listen in anonymously. I've got several recommendations
LinkedIn has come a long way over the years, and now includes Groups for this .
and Jobs. See the red arrows.
Mashable, a great site for the latest in social media news, is holding
You can join all kinds of groups, to network with people in similar jobs, and "meetups" for anyone who'd like to learn more about social media and to
you can go to Jobs to just -- you know -- browse. hold conversations. They're holding meetups around the country and there
is one in NYC on Aug. 9th that I hope to get to. These don't cost an arm
You can also write references for people, if they ask, and vice versa. and a leg. The NYC event is $30.

23. EdSocialMedia MediaBistro Classes
And how about a social media boot camp for school PR people? Has
anyone here ever held one? I'd be willing to help organize one! My hand is
officiallly raised!
Thios is EdSocial Media's website, which is maintained by a group of
private school administrators including PR people. They have tons of
webinars and boot camps. A friend of mine, on a snow day last February,
decided we would spend the day in our respective homes, attending a
social media webinar held by this group and I learned a lot from them. and
have kept in touch with their executive director.
The Seattle Boot Camp event in September is

24. Share the Wealth Thank You!
Werner Schnell, "Thank You," via Flickr
Creative Commons License
emccormack@swboces.org
Facebook
LinkedIn
Blog: School Communications 2.0
Twitter: @nylady
For you social media mavens out there:
This is a blog posting by Racehl Graveline at Worcester Academy who
decided that she would hold lunches for staff members on using social
media tools.
Share the wealth, if you're someone who knows a bit about Social Media.

25. Other Thingys Social Media Policies:
Thinking Machine Wiki: Social Media Policies for Schools
Social Media Guidelines for Educators Facebook Page
(Cool Resources) Social Media Today: 100 Social Media Policies
Online Document Sharing:
Google Docs
Scribus
Writewith.com (group writing/editing)
Piconote -- online note-taking
Helipad -- online document and notes tool
Writewith -- cooperative document editing
Newsletter Creation & Tools:
Letterpop (create newsletters for free. A bit clunky.)
Issuu (free-post any print document, email, embed, etc.)
Photo Editing:
Snipshot (edit your photos online/alternative to Photoshop)
FixRedEyes -- fix red eye on photos online
Matt Hamm, "Social Media Bandwagon", via
Flickr, Creative Commons Attribution
show the grandview library blog.

26. Wikis: Twitter tools:
Wetpaint Wikis Twitter 101/A Special Guide
Wikispaces Make Use Of's The Complete Guide to Twitter
Blog Platforms: Miscellaneous Web 2.0:
Wordpress VisualCV – Create a visual resume online
Blogger The Common Craft Show (video how-tos)
Edublogs A-Z Glossary of Web 2.0 Terms
NSPRA Facebook Page
Organization: Kansas State University's Mediated Cultures Website
30 Boxes (online calendar) Big Think
Remember the Milk (online to-do list and task management) 100 Google Tricks
Evernote (clipping favorite websites and saving online) EdSocialMedia's "Is Your School Afraid of Facebook?"
Common Craft Videos
Writing: Shane Haggerty's "10 Ways to Use Foursquare in Educational Marketing
Save the Words -- Vocabulary builder (hilarious and fun)
FreeDictionary
Gramlee (site that checks your grammar--not free)
Twitter tools:
Grouptweet – send private messages to specific groups using Twitter
Mytweetmap – shows where tweets are coming from on a map
Twitter Search – search for terms and people on Twitter
Twitpic – Post photo links on Twitter