This presentation was part of a session called "Social Media in Government" at manor.govfresh. manor.govfresh was a 2-day conference in Manor, TX on September 20-21, 2010. The conference was developed through the GovFresh movement to "bring together state and local public servants to better understand the costs and benefits of technology and open government." http://govfresh.com/

1. Schools as Innovation Drivers
manor.govfresh
Richie Escovedo, @vedo | Mansfield ISD, @mansfieldisd

2. Schools: A crucial component for your
engaged citizens
If Social Media is simply
people having online
conversations...
http://www.flickr.com/photos/goodfeeling/4580555020/

3. Schools: A crucial component for your
engaged citizens
...then public school districts
should be conversing via
Social Media.

4. Schools: A crucial component for your
engaged citizens
School Districts can leverage
social media tools to
• strategically listen;
• better engage communities in
meaningful conversations; and
• help make informed decisions
for programs and procedures
http://www.flickr.com/photos/herculie/2370039001/

5. Engaged citizens and their schools
Social Media and a
public school district
Mansfield ISD

6. Social Media and Mansfield ISD

7. District Blog
http://yourmansfieldisd.blogspot.com/

8. Twitter
@mansfieldisd

9. Facebook
http://www.facebook.com/mansfieldisd

10. http://www.youtube.com/misdtv

11. Photo Galleries
http://www.mansfieldisdpics.smugmug.com/

12. Case Studies

13. Case #1: Don't Fear the Blog
A school district blog can
provide a place where parents,
students, staff and the public
can read some of the latest
news, thoughts, and
information from school district
leadership and engage in
respectful dialogue.

14. Case #1: Don't Fear the Blog
District proposed
constructing a new
auditorium and
professional
development center.
The blog was used to
initiate the conversation.
Four posts received 96
comments.

15. Case #1: Don't Fear the Blog
District proposed
establishing an
orchestra program.
The blog was again
used to initiate the
conversation.
One post on the topic
received 135 comments.
Works in tandem with
other communication
channels.

16. Case #1: Don't Fear the Blog
District uses the blog as
a way to pull back the
curtain on decisions,
engage in thoughtful
dialogue with the
community, share
relevant and timely
information, and
hopefully display a little
personality.

17. Case #2: Facebook and the District
The MISD Facebook page
• two-way communication
channel to share timely
information and news;
• listening outpost to
monitor conversations
about the District and
schools; and
• customer-service
platform.

18. Case #2: Facebook and the District
Rules are in place to provide
guidance for community on what
is and is not allowed on the page.

19. Case #2: Facebook and the District
• Started in August, 2009
• September, 2009 the Page had
over 400 “Fans.”
• September, 2010 the Page has
over 3,400 “Likes” (people that
have connected the District to
their profiles)
• Growth in interactions continues

20. Case #2: Facebook and the District
Considerations:
1. Formal vs. informal
(it’s ok to be human)
2. Need a thick skin
3. If in doubt, remove posting
4. Pay attention to
commentary
5. Early-warning for issues
6. Responses often equally
(or more) important for
others to see

21. Questions?
http://www.flickr.com/photos/87765855@N00/3105128025/

22. Contact
Richie Escovedo
Director of Media and Communications
Mansfield Independent School District
E-mail: richie.escovedo@gmail.com
Twitter: http://twitter.com/vedo
Blog: http://nextcommunications.blogspot.com
LinkedIn: http://www.linkedin.com/in/rescovedo