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Social Media Issues and Best Practices for School PR

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Richie Escovedo
Richie Escovedo

Texas School Public Relations Association 2012 Conference presentation

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Texas School Public Relations Association 2012 Conference ~ #tspra12 Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 School PR issues leveraging social media  Strategic communication impact  Seven steps to social media prowess  Straight talk on social media measurement Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 How school districts set-up Facebook Pages, Twitter profiles, YouTube channels, official blogs, photo galleries, Google+ pages, Delicious bookmarks, Tumblr, etc.  This is not social media 101  Your audience is already listening…and tweeting, and posting, and commenting, and sharing, and updating, and… Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
How are school PR pros leveraging social media? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Who’s In? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12 Audience Participation Time: • Blogs • Facebook • Twitter • Flickr • YouTube • SlideShare • Stumble Upon • Foursquare • LinkedIn • Tumblr • Pinterest • Digg • Yelp • Etc.
What are the strategic communication advantages of social media? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Tools are easy and efficient  Exponential message reach potential  Low barriers to entry  Plenty of low-hanging fruit Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Message control is fiction  Negative feedback is part of the conversation  There is no silver bullet Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 People share/do stupid stuff online  Sometimes that stuff comes from staff, students, or parents  When stupid stuff happens, it will be during categorically inconvenient times Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
With planning and preparation, challenges in the social sphere are manageable  Reach the right eyeballs; not all the eyeballs  Situational awareness  Early warning  Minimize surprises  Navigate through murky waters Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“If you find yourself in a hole, the first thing to do is stop digging.” - Will Rogers Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Magnificent Seven Steps to Remember Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Grow Bigger Ears Listen and monitor the conversation  Personality as an Asset It's ok (and a good idea) to human  Storytelling in the Social Sphere Tell your story otherwise someone else will  Don’t re-create the Wheel See what's working for others and follow their lead Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Do Create the Reel Video is a powerful storytelling device  Be Your Own Newsroom Communicate directly with your audience  Learn from and Adapt to Change Social media can be a moving target  BONUS TIP: Don't be afraid to ask for help. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“What we got here is… failure to communicate.” Evan RA Miller's Cool Hand Luke via http://www.squidoo.com/cool-hand-luke Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
What’s working. What’s Not. What’s the Difference? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 (R) Research  (P) Planning  (I) Implementation  (E) Evaluation Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 What do we know?  It starts with thinking  What don’t we know? about the people.  Who do we want to  School District Buyer reach? What do we Personas know about them?  What do School Where do we find Districts Sell? them? What do we want them to do? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Goal  Notice the tactics/tools  Measurable Objectives are the last thing before (who, what, by when, by how much) implementation  Strategies  Tactics/Tools Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Execution of the plan  Actual messages sent or communicating through what channels?  Creative  How many reached  Materials targeted audiences?  Budget  Monitoring tools for  Timeline execution?  Delivery Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Did you accomplish  Measure effectiveness your objectives? of the program against Prove it. objectives.  Identify ways to  Adjust the plan, improve and materials, etc., before recommendations for going forward. the future.  Can serve as research  Media hits are not for the next phase or measurement. program. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“However beautiful the strategy, you should occasionally look at the results.” - Winston Churchill Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Look & Listen Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12 Audience Participation Time: • Google Analytics • Likes (Fans) • Followers • Comments • Blogs • Shares • ReTweets • @ Replies/Direct Messages • (New) Subscribers • Open Rate • Click-Thru Rate • Hashtag Use • Registrations • Survey Results
Objective Metric The Right Tools (examples) Inquiries Percent increase in traffic Web server analytics Web Traffic Clickthroughs or downloads (Google Analytics, WebTrends) Preference Percent of audience preferring your Online surveys district to the competition (Zoomerang or SurveyMonkey) Awareness Percent awareness of your district, Online surveys school, or event (Zoomerang or SurveyMonkey) Focus Groups Communicate Percent of articles containing key Media analysis messages messages (BurrellesLuce, Vocus, Clipmetrics, Total opportunities/Cost per Cymfony, MediaSense, Echo, etc.) opportunity to see key messages Percent aware of or believing in Focus Groups, Surveys key messages Adapted from Measure what Matters by Katie Delahaye Paine Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Key Bond Messages: • equity • safety and security • technology • aging campuses and infrastructure Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
http://ads.ak.facebook.com/ads/FacebookAds/Page_Insights_en_US.pdf Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
 Social media are just tools.  Determine strategic communication impact.  Take steps to increase social media prowess.  You can (should) measure social media. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Questions? Contact Richie Escovedo http://nextcommunications.blogspot.com Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12

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Social Media Issues and Best Practices for School PR

  • 1. Texas School Public Relations Association 2012 Conference ~ #tspra12 Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 2. School PR issues leveraging social media  Strategic communication impact  Seven steps to social media prowess  Straight talk on social media measurement Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 3. How school districts set-up Facebook Pages, Twitter profiles, YouTube channels, official blogs, photo galleries, Google+ pages, Delicious bookmarks, Tumblr, etc.  This is not social media 101  Your audience is already listening…and tweeting, and posting, and commenting, and sharing, and updating, and… Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 4. How are school PR pros leveraging social media? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 5. Who’s In? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12 Audience Participation Time: • Blogs • Facebook • Twitter • Flickr • YouTube • SlideShare • Stumble Upon • Foursquare • LinkedIn • Tumblr • Pinterest • Digg • Yelp • Etc.
  • 6. What are the strategic communication advantages of social media? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 7. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 8. Tools are easy and efficient  Exponential message reach potential  Low barriers to entry  Plenty of low-hanging fruit Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 9. Message control is fiction  Negative feedback is part of the conversation  There is no silver bullet Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 10. People share/do stupid stuff online  Sometimes that stuff comes from staff, students, or parents  When stupid stuff happens, it will be during categorically inconvenient times Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 11. With planning and preparation, challenges in the social sphere are manageable  Reach the right eyeballs; not all the eyeballs  Situational awareness  Early warning  Minimize surprises  Navigate through murky waters Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 12. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 13. “If you find yourself in a hole, the first thing to do is stop digging.” - Will Rogers Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 14. The Magnificent Seven Steps to Remember Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 15. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 16. Grow Bigger Ears Listen and monitor the conversation  Personality as an Asset It's ok (and a good idea) to human  Storytelling in the Social Sphere Tell your story otherwise someone else will  Don’t re-create the Wheel See what's working for others and follow their lead Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 17. Do Create the Reel Video is a powerful storytelling device  Be Your Own Newsroom Communicate directly with your audience  Learn from and Adapt to Change Social media can be a moving target  BONUS TIP: Don't be afraid to ask for help. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 18. “What we got here is… failure to communicate.” Evan RA Miller's Cool Hand Luke via http://www.squidoo.com/cool-hand-luke Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 19. What’s working. What’s Not. What’s the Difference? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 20. (R) Research  (P) Planning  (I) Implementation  (E) Evaluation Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 21. What do we know?  It starts with thinking  What don’t we know? about the people.  Who do we want to  School District Buyer reach? What do we Personas know about them?  What do School Where do we find Districts Sell? them? What do we want them to do? Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 22. Goal  Notice the tactics/tools  Measurable Objectives are the last thing before (who, what, by when, by how much) implementation  Strategies  Tactics/Tools Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 23. Execution of the plan  Actual messages sent or communicating through what channels?  Creative  How many reached  Materials targeted audiences?  Budget  Monitoring tools for  Timeline execution?  Delivery Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 24.  Did you accomplish  Measure effectiveness your objectives? of the program against Prove it. objectives.  Identify ways to  Adjust the plan, improve and materials, etc., before recommendations for going forward. the future.  Can serve as research  Media hits are not for the next phase or measurement. program. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 25. “However beautiful the strategy, you should occasionally look at the results.” - Winston Churchill Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 26. Look & Listen Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12 Audience Participation Time: • Google Analytics • Likes (Fans) • Followers • Comments • Blogs • Shares • ReTweets • @ Replies/Direct Messages • (New) Subscribers • Open Rate • Click-Thru Rate • Hashtag Use • Registrations • Survey Results
  • 27. Objective Metric The Right Tools (examples) Inquiries Percent increase in traffic Web server analytics Web Traffic Clickthroughs or downloads (Google Analytics, WebTrends) Preference Percent of audience preferring your Online surveys district to the competition (Zoomerang or SurveyMonkey) Awareness Percent awareness of your district, Online surveys school, or event (Zoomerang or SurveyMonkey) Focus Groups Communicate Percent of articles containing key Media analysis messages messages (BurrellesLuce, Vocus, Clipmetrics, Total opportunities/Cost per Cymfony, MediaSense, Echo, etc.) opportunity to see key messages Percent aware of or believing in Focus Groups, Surveys key messages Adapted from Measure what Matters by Katie Delahaye Paine Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 28. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 29. Key Bond Messages: • equity • safety and security • technology • aging campuses and infrastructure Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 30. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 31. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 32. http://ads.ak.facebook.com/ads/FacebookAds/Page_Insights_en_US.pdf Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 33. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 34. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 35. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 36. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 37. Social media are just tools.  Determine strategic communication impact.  Take steps to increase social media prowess.  You can (should) measure social media. Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
  • 38. Questions? Contact Richie Escovedo http://nextcommunications.blogspot.com Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12