Integrating Social Media in Schools: Ian Gibbins' Presentation

Integrating Social Media
In Schools
With Ian Gibbins

Brune Park
Community College,
Gosport.
3rd January 2012

Integrating Social Media In Schools Ian Gibbins
www.igmediamarketing.com

Introducing Ian.....
• Live in Cambridgeshire.
• Involved with social media 3 years.
• Social media consultancy company.
• Hold workshops and seminars.
• Guest speaker at the UK‟s most popular Internet
Marketing Event.
• Featured in Social Media publications.
• Published Author.


Social Media Training.


Published Author.
Released “The New
Guide To Social Media
Profits”


What we will cover.
• What is social media and how is it being used.
• Why you need a strategy.
• What you will achieve.
• Using Facebook, twitter, YouTube and LinkedIn.
• Blogging
• Target setting and measuring the return on
investment.
• Monitoring.
• Taking action.


What is Social Media…..

• Wikipedia definition:
“The use of web based and mobile technologies to
turn communication into an interactive dialogue.”

• Better defined as:
“Social media is simply conversation and interaction
supported by online tools.”


…and how is it being used?
• Social media has changed the way we interact
with everything and everyone. It is not a fad and
not going away.
• It allows us as schools, the opportunity to
communicate with parents teachers and students
in a way that‟s never been done before.
• Helps to build relationships, to interact and engage.
• Share knowledge and information.
• Create awareness and credibility around our brand.


Social Media IS the New…
• Newspaper
• Telephone
• Television
• email


Why You Need A Social
Media Strategy.
• Last year 52.6% of internet users had more than one
social media profile.
• In 2012, this will rise to 55.3% (25.9m)
• In 2013, this will rise to 27.7million and by 2014 60% of
the UK will be active on social media.
• It is becoming part of daily activity.
• 69% of UK populations SM network users, said they
used sites several times a day.

• (source: WSI Internet Marketing)


More Stats!...

• 43% of 9-12 year olds, stated they have a social
network profile.
• Along with 88% of 13-16 year olds.
• 30 Years+ demographic is one of the fastest
growing, so we can get our message to where our
audience already are.

• This is where our communities already are, let‟s join
them.


Whether you like it or not,
people will be talking about
you!


Define Your Plan
• Who is your audience?
• What are you trying to achieve?
• What are your resources?
• Who should be involved?


What Will You Achieve?
• Leverage social media to champion your school
and harness its power to:
• Direct people to positive information.
• Build trusted relationships between staff and
students
• Good P.R vehicle within the community.
• Gain an insight, engage and interact with hard to
reach sections of the community.
• Stimulate and maintain online discussion around
your school.


Awareness.
• Along with helping us to build meaningful content
online, social media tools also allow us to listen to
our communities at their point of need.
• We are more in control and better informed.


A True Word…
“Technology is shifting the power away from the
editors, the publishers, the establishment and the
media elite. Now it is the people and the communities
that are in control.”

(Rupert Murdoch, global media entrepreneur)


Risk v Benefits.


Social Media Goals and ROI.
• Important to ask yourself, “what are you hoping to
achieve with your efforts.”
o Build on the positive reputation.
o Improve links with the local community.
o Engage with hard to reach sections of the community.
o Increased interaction with students and parents.
o Recruitment.
o Increased information distribution.


Using Social Media Channels.
• Social media provides 3 simple services schools can
take advantage of:
o Connecting people
o Sharing knowledge
o Publishing information


Tribe Leader?
• As tribe leader you can communicate with others in
your tribe, when and how they want to be
communicated with.
• Don‟t push the message – reach out through social
media channels.
• Those who then gain trust will want to build a
relationship, and will visit the school website where
the main messages are delivered


The Relationship Circle.
Create
awareness

School Facebook
Website Page

Nurture Provide
Relationship Information


Why Use Facebook?
• Over 800 million active users.
• 60% online every day, average time spent 55mins.
• 33.1 million UK visitors per month.
• 76.3% of the UK online population.
• More than two thirds of small businesses and
registered organisations are using social networks.


2 General Rules.
• Be yourself, be consistent and coherent, and
genuine.
• Don‟t worry too much about what others may
think…good quality and value.


What is a page?
“Facebook pages are for organisations to broadcast
information to people who choose to connect with
them.”
• Make the page as much about your fans as it is
about your school.
• Show your personalities, don‟t be too reserved or
institutionalised.
• Doesn‟t have to replace your school website.
• Respond to comments, become a community
manager!


Using Facebook Pages
• Consider a page for the school, and possibly
separate pages for different departments.
• Keep it open, transparent and safe.
• Having a controlled, professional presence allows
you to capitalise on social media while protecting
students and staff.


Creating Your Page.


Follow Set-up Wizard.


Page Information.
• „About‟ section, 1 or 2 sentences.
• „Description‟ and „Information‟, fill out in greater
detail.
• Consider incorporating a „Welcome‟ page with a
video, giving a warm introduction to the school for
visitors!


Page Information.
• Take your time to consider the information you wish
to include.
• Bullet points of interest. Many use Wikipedia for
facts.
• Excellent promotional tool.
• Representative photo, (not mascot.)
• Include URL of school website.
• Gain 25 „likes‟ for vanity URL. (cannot be changed.)


Populate Your Wall.


Brune Park Page.
• Decide on „admin‟ for the page.
• This won‟t be a personal presence, (appears as
Brune Park as per website.)
• Page is visible to anyone.
• Gain „fans‟ to maximise the reach.
• Utilise the „Insights‟ tab.
• Consider use of Apps. e.g. „causes‟ app for
fundraising.


What to Post?
• 4 types of status updates:
o Text
o Links
o Photos
o Videos
• Keep varying the type of update.
• 3 per week to start.
• Progress to 1 a day.


Types of Updates
• Behind the curtains updates.
• Building relationships update (rapport).
• Celebrating school success.
• Celebrating community success. (charities)
• Competition updates.
• Encouragement updates.
• Event updates.
• Sporting updates.
• Handling problems updates.


Status update examples:
• Behind the curtain.
“This is Mrs Roberts, she will be the new teaching
assistant in form 3E and is with us for 6 months from
Australia!”
• Building relationships.
“Are you celebrating a Birthday this week? Let us
know and we‟ll give you a mention.”
• Celebrating school success.
“Well done to the Year 8 Football team on winning the
Hampshire inter schools cup last weekend!”


Status update examples
• Celebrating community success.
“ Congratulations to Buster the guide dog we
sponsored on successfully completing his basic
training.”
• Competition updates.
“Remember the competition to win a new iphone4
closes next Wednesday, get your entries in ASAP.”
• Encouragement updates.
“Good luck to the school choir this evening,
competing in the regional finals at Chichester
Cathedral.”


Status update examples
• Event update.
“If you‟re still in need of that last minute Christmas gift,
don‟t forget the school Christmas Fayre this Friday
afternoon.”
• Sporting update.
“The school rowing team did us all proud by finishing
3rd last weekend at the All England School
Championships, well done!”
• Handling problems update.
“Apologies for the problems with the school internet
access this lunchtime in the library, we are assured the
problem is now fixed.”


Great Resource for Families
You will find that over a period of time, that families
and students will come to rely on the Brune Park
Community College Facebook Page as a valuable
resource to gain information.
Great for sharing information immediately with
families.


Remember
• Respond to comments when possible.
• If a user comments or „likes‟ the posts, admins will
be notified in the control settings.
• As admin you also have the option to remove the
post, hide the post or report abuse.
• Whoever creates the page becomes the default
administrator.
• Add a Facebook „like‟ box to your website.
• Tell everyone about your page!


Facebook ‘like’ box


Set up an event
• Promote your event with a designated event page.
• Helps to organise the logistics of an event, time,
place, who‟s attending etc.
• Add pictures, directions and up to date information
on what‟s being planned.
• Invite contacts to attend and participate.
• Whoever is attending will have the event show up
on their news feed for others to see.(more publicity)


Event page


Privacy
It‟s always important to control the permissions
regarding the content that users are allowed to
upload.


Permissions
• Click „edit page‟ in
upper right.
• Select manage
permissions.
• Uncheck „users can
add photos and
videos.‟
• Leave „users can write
or post on wall‟
• Click „save changes‟


Moderation Blocklist


Profanity Blocklist
• Select manage
permissions.
• Profanity blocklist.
• Option to select
“strong”


twitter
• Microblogging site enabling people to post
updates/tweets of no more than 140 characters.
• 1 or 2 sentences.
• Create a profile with a picture and text description
of no more than 160 characters.
• People want to see YOU so make yourself
personable in your description.
• Don‟t have to follow anyone, let people follow you.
• Add URL of school or Facebook page.


Twitter Page


Search Facility


twitter
• Good tool for creating awareness.
• Direct through to Facebook page.
• Nurture relationship.
• Direct through to website.


YouTube
• Video sharing site, founded 2005.
• Over 100 million active users upload and share
videos online.
• 2nd largest search engine, 2 billion views a day.
• 70% of all web visitors are watching videos online,
average time spent 27 mins a day. (NY Times)
• Popular as much more personal way of interacting.


Using YouTube
• Shoot short video introducing the school.
• Introduce staff and departments.
• Make 3 episode videos.
• Conduct an interview.
• Guide for new students.
• Sporting/drama event, or school trip report.
• Working with the community video.
• Exam result celebrations.
• School prom.
• Topical school news and announcements.


YouTube Sharing


YouTube Tools
Video editor:
• No software download needed.
• Trim and edit videos.
• Combine music to the video clips.

Insights:
• Gives demographics of viewers so you know who is
viewing.


YouTube Tools
Annotations:
• This tool lets you add text to your videos.
• Link to other videos.
• Control over what is said and when they appear.

Share and embed:
• Share via other social networks using this button.
• Copy and paste html code to share on blogs.


YouTube Manager


What if I’m Shy?

• Screen capture software. (Jing)
• Talk through a PowerPoint presentation.
• Voiceover.


LinkedIn
• Largest professional network over 120 million
members and growing.
• Connects you with trusted contacts to help
exchange knowledge, ideas and opportunities with
a broad network of professionals.
• Only way to connect is through direct messaging or
discussion via a group.
• Although professional network, be careful not to get
away from being personable.


LinkedIn Connections
• Build connections through inviting people you meet
in a professional environment.
• Find connections through keyword search such as:
Name
Company
School
Location
• Use „search‟ to find appropriate contacts.
• Excellent for recruitment!


LinkedIn Profile


Summary


LinkedIn Groups


Recruitment


Using Blogs
• Blogs seem to have been around ages, and
something I wish I had got involved in much earlier.
• Form of online diary that is updated at regular
intervals with valuable information/content.
• Proving to be a great asset to schools and a
valuable tool to make use of.


Using Blogs
• Use blogs to update information on events at
school.
• School trips using video and photo‟s…use the blog
as a diary for the trip or excursion.
• Use as a learning aid for homework with pointers on
the page or even a link to a video.
• Use to update parents who subscribe with hints and
tips on homework, useful resources, important dates
and reminders.


Examples of Blogs


Example of a Blog


Posts


Blogs
• Blogs strike the balance of providing information
anytime and anywhere, social networking and
interaction, and the ability to openly share thoughts
and achievements.
• They can extend the classroom to anywhere that
has access to the web and are good for group
projects, portfolios, school newsletters and class
websites.


Google+
• Recently announced its own social networking
platform.
• 20 million members in 1st Month.
• Aim is to knock Facebook off the top spot!
• Each profile is centred around the „stream‟.
• Joined by 4 elements; circles, hangouts, huddle and
sparks.


Stream


Profile


Circles


Hangouts
• „Hanging out with friends‟
• Face to face conferencing up to maximum of 10.
• Download plug-in.
• Being used in customer service.
• Create and edit documents with others.


Sparks
• Tell sparks what you are interested in and it will bring
up a host of information on that subject from the
web.
• Targets keywords.


But we just don’t have time.


No excuses!


Tweetdeck


Scheduling


The Old Fashioned Way..

School lone Businesses
Unprepared
working collaborate


Teaching Tool.
• Social media as a teaching tool has that natural
collaborative element.
• Students can critique and comment on each others
assignments.
• Work in teams to create social media content.
• Easily access teachers, or each other with questions
or discussions.


Feeling of Achievement
• Allows students the ability to feel they have
contributed and achieved.
• Helps quieter students – more likely to ask
questions/answer questions and interact online,
leading to higher confidence in the classroom.


Interacting with the
Community
• Let your community know about your social media
presence.
• Announce in newsletters, report cards, at events.
• Email signatures and on headed paper.
• Encourage people to share on their profiles – viral.
• Tease them with small amounts of content on
twitter, follow this through to Facebook and onto
main school site.


Target Setting and
Return on Investment.
Very important to make sure that you have set
yourself targets and more importantly to measure the
return on investment.


Return on Investment
• Although you are not looking specifically for a
financial return on a financial investment, you still
need to measure your ROI because of the time and
effort you are giving to your campaign.
• Your time is a very valuable asset!
• So make sure your school campaign is working.


Measurement
• Can be difficult to measure but not impossible.
• People talking about the school online is a great
way to measure the awareness that you have
created. www.google.com/alerts
• By applying a piece of code to your site you can
retrieve vast amounts of information.
www.google.com/analytics


Measurement
Google analytics will measure:
• Page views.
• Average time spent on your site.
• Average no. of pages viewed.
• New visitors.
• Recurring visitors
• Bounce rate.
• Sharing on social media sites.


Insights
• Number of total unique „likes‟ per week.
• Number of people talking about your page.
• Number of unique people who have seen content
relating to your page, e.g friends of fans.
• Ability to export the results directly to excel or c.s.v
file.


Measurement
When measuring your school campaign, consider
different time scales for results.
Example:
• Friends, followers or fans over a period of a month.
• Retweets, likes and comments over 2 weeks.
Document everything and utilise Facebook „insights‟
to compare results.
Be consistent, set a date work on the report each
month and gather in all analytics.


Measurement
• Keep the records simple.
• Look for certain promotions or events that may
have influenced increased figures.
• What content did you publish that increased
interactions or provoked discussion.


Monitoring
You‟ll learn many lessons as you progress through
using social media channels.
• Be there – monitor the activity.
• Look for your school on Facebook – probably
unofficial 1 or 2.
• Negative but harmless – will get bored and move
elsewhere.
• Negative and harmful – contact and report to
Facebook.
• All social networks have privacy settings as does
„edublogs‟


Risks
• Risks in everything we do, but surely the educational
benefits outweigh these risks.
• Remember the internet in the 90‟s…Porn and
predators….Would a classroom be without it now.
• Nobody would dispute the risks and that they are
real, but there are many dangers offline too.
• Best way to keep students safe, is to teach them
how to be safe.


Child Exploitation and
Online Protection Centre


Safety on social networks
• Are social networks to blame or are we just pointing
the finger……
• One third of young people have received
unwanted comments online or by text. (CEOP)

“ Social networking sites are here to stay, and an
increasing number of young people are using them.
Such sites can be a dangerous place for young
people, but we shouldn‟t stop them using them.”
Chris Cloke – Child protection awareness, NSPCC.


5 Safety Tips
1. Check your privacy settings.
2. Stick to friends only, not friends of friends.
3. Separate friends into lists.
4. Check your permissions.
5. Stay alert to changes to privacy options.


If Things Go Wrong…
From time to time things may not go as planned.
Unsavoury comments and tweets can be made from
time to time.
Ultimately it is down to the school how you choose to
discipline misuse of school social media channels, but
ensure you have a robust social media policy in place
and visible to staff and students before use. If possible
get everyone to sign agreement.


Brune Park
Community College


Action Plan
• Decide on your social media team/teams.
• Design a social media policy.
• Gain agreement on the policy. (assemblies/signatures)
• Set up personal social media profiles. Facebook, twitter
and LinkedIn.
• Consider the need for Facebook Pages for different
departments.
• Set up a school blog.
• Ensure privacy and permission settings are checked.
• Monitor the social media channels.
• Measure ROI


Act Now!
• This is Brune Parks chance to stake a claim.
• Don‟t get left behind.
• Remember, people will communicate across social
networks whether YOU are involved or not!
• Your communities will be talking about Brune Park
Community College online whether You are
involved or not!
• Join in, engage and interact.
• Enjoy!


Remember……
• Social media is like
teenage sex………

• Everyone wants do it,
but nobody knows
how!


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