This document discusses using social networking for Texas school districts. It notes that social media allows people to get things from each other rather than institutions. Facebook is the leading social networking site in the US. School districts can use social networking to efficiently tell their story and build relationships. Fan pages and groups on Facebook are discussed, including their components and customization options. Managing communication, developing a personality, monitoring for customer service, and setting policies are also covered.

1. Social Networking for
Texas School Districts
TASB CommLINK Webinar
March 4, 2010

2. "Social Media is a social trend
in which people use
technologies to get the things
they need from each other,
rather than from traditional
institutions."
from Groundswell by Charlene Li and Josh Bernoff

3. Put simply, social media
is people having online
conversations.

4. Why Social Networking for School Districts?
Can be an efficient way to tell your story
Explain why your District does what it does
People want to be a part of something good
Build and maintain relationships with your community
http://www.flickr.com/photos/craigstephen/2559705249/

5. Facebook has the market
Facebook surpassed MySpace
as the leading social network in
the US and leads market share
of US social networking site
visits.
Sept/09 data — 59% of all
social network category
visits were at Facebook,
compared with just over 30%
for second-place MySpace.
http://www.emarketer.com/Article.aspx?R=1007351&N=701&No=43&

6. well hello

7. Fan Pages and Groups
parts and sections - profile images
Full size when
viewing 'Wall' &
'Info' tabs
Tip: Profile
images 200px
wide by 600px
tall leverage
more screen real
estate

8. Fan Pages and Groups
parts and sections - side boxes
Tagline, basic
information, your
fans/members
and other
content

9. Fan Pages and Groups
parts and sections - title & tabs
Title, 'Become a Fan' or 'Join Group' link, and Tabs
Note: Facebook fan pages and groups have 'Wall' and 'Info'
tabs on left. Other tabs can be adjusted/modified.

10. Fan Pages and Groups
parts and sections - wall
You decide how the
wall shows updates -
just you, just your fans,
or you AND your fans
Important decision
Groups similar for
members through
customizations

11. Fan Pages and Groups
parts and sections - advertisements
Targeted ads -
how Facebook
makes its $
Tip: You will
likely see fake
ads for your page
to get you to
create your own

12. Fan Pages and Groups
parts and sections - publishing content
Where interactions happen
Note: You determine what your fans can/cannot publish.
A variety of content possible from text to complex stuff.

13. Fan Pages and Groups
parts and sections - additional navigation & applications
smaller logo/image 50px by 50px icon
beyond rigid 'Wall' and 'Info' comes customizations like
photos, videos, calendars, discussion boards plus your
own created content
no applications for Groups

14. Groups
parts and sections
While similar in look
to Fan Pages,
Groups have their
pros and cons.
Let's compare...

15. Facebook Groups
advantages/disadvantages
allow for bulk event invites
now look more like pages
slightly easier to set up and manage
total control over who becomes
members
only visible to Facebook users
no extra applications added to them
require regular visits to use the
messaging feature

16. Facebook Fan Pages
advantages/disadvantages
updates show in the fan news feeds
visible to users not registered with Facebook
content visible before they become a fan
allows for custom Facebook usernames
add custom applications and rich content
visitor stats (Insights) to track visitors and interactions

17. Communication & Personality
Facebook and your
communication efforts
Not really simplified, rather
a complex juggling and
balancing of many
opportunities
But you can be efficient
http://www.flickr.com/photos/rveldwijk/2907506894/

18. Communication Management
Manage social networking in school district
Why integrate
communication efforts? What do you hope to achieve?
allows a more personal approach to sharing the district's activities
give fans and visitors something positive to talk about to others who
have questions about districts
parents can get a larger view of district beyond their campus
fosters two-way communication between district community of
parents, students, staff and public
creates a broadcast vehicle and listening post to understand the
questions and concerns from the community

19. Communication Management
Manage language use and having a voice.
Think about
Be real with people.

20. Communication Management
Managehave a personality...
It's ok to

21. Communication Management
Manage

22. Communication Management
Watch other school
districts and their online
communication efforts.
Can you copy/remix efforts
to meet your objectives?
Success Stories
http://www.flickr.com/photos/mommypants/319568014/

23. Communication Management
Campus Fan Pages
Who will manage?
Administration oversight
Same rules apply
Naming conventions

24. Customer Service &
Community Development
Wall posts provide
you with a proactive
way to track down
customer service
problems, correct
mistakes, and learn
from them.
http://www.flickr.com/photos/mslivenletlive/318572306/

25. Policies & Guidelines
Set the rules of engagement...
We remove posts that:
Break the law or encourage others to do so.
Contain abusive or inappropriate language or
statements.
Easily identify students and/or staff in defamatory,
abusive, or generally negative terms.
Do not show proper consideration for others’
privacy or are considered likely to offend or provoke
others
Are spam
Full Sample: http://bit.ly/1w30vT

26. You are not going to be able to please
everyone, but everyone should see
that you aim to please.

27. Thank you to colleagues at Bryan ISD, Corpus Christi ISD,
Duncanville ISD, and Northwest ISD for taking time to share
thoughts for this presentation.
http://www.flickr.com/photos/ilyaericlee/58742420/

28. Contact
Richie Escovedo
http://nextcommunications.blogspot.com/
richie.escovedo [at] gmail.com
http://twitter.com/vedo
http://www.linkedin.com/in/rescovedo