Presentazione della quinta lezione del corso on-line su come migliorare le strategie web e massimizzare la presenza sui social media dei progetti LLP rivolto ai manager di Progetti Europei LLP. Tema: Tavola rotonda con manager esperti e risoluzione dei problemi Author: Valentina Garoia Website: http://www.web2llp.eu/it/training/online-session-5-tavola-rotonda

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Social media strategy and action plan -
Hands-on tips from European Schoolnet
2 July 2013

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Outline of the presentation
Social media best practice
examples from European Schoolnet
Social media used in our projects
European Schoolnet:
overview

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Dedicated to
Support schools in
bringing about the best use
of technology in learning
Promote the European
dimension in schools
and education
Improve and raise
the quality of education
in Europe
Network of 30 Ministries
of Education in Europe
Transformation of Teaching and Learning Processes
European Schoolnet

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Observatory Projects
http://itec.eun.org
http://www.saferinternet.org
To empower children to use
the internet safely
http://fcl.eun.org
Fully equipped,
reconfigurable, teaching
and learning space
developed by European
Schoolnet
www.etwinning.net

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Social media used in our projects

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• Plan in advance .. as much as you can – but be flexible!
• Eg. Some problems we encountered:
– «We need to have a profile for this project on twitter». We open the
account straigth away.. However there is no strategy behind! Think
twice and elaborate your strategy before launching your twitter or fb
page.
– Discuss with your partners first! Be aware of their strenghts and of
their social media presence.
Where are we?

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Good practice for social media: 5 pillars
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• Social media: why?
• Immediate – Personal – Social
• Know your project: what is the goalwhat is the goal? What is your audience?
What is the message you want to convey? What is the
timeframe? What resources do you have?
• Target audience Goal Activities (Comms channels)
• Include your social media strategy in your communication
plan
• Check if the name is already taken www.namecheck.com
• Map your and your project partners’ social media
• Map existing projects/channels on social media
Analysis and planning

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Make your choice
• Consider carefully the channels (website/social media
accounts/newsletters) you want to have
– Set up your social media accounts – if needed !
– Consider to coordinate editorial content between website/existing
accounts
– E.g. for some of our projects we “use” European Schoolnet Facebook
or Twitter accounts: For iTEC (itec.eun.org): iTEC website; European
Schoolnet Facebook page; Twitter hashtag: # itec_eu.
– Bottom up approach: learning activities/videos realized by teachers
– iTEC: video: http://bit.ly/11wTQGk
• Consider the audience, type of message
– KeyCoNet (researchers): website + Slideshare + LinkedIn / no FB
– Scientix: website with teachers community, Twitter, no FB
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Analysis and planning
• The decision of using social media can be reflected in the
budget (and HR aspect)
– Subscription to online tools to manage and schedule your posts
– Facebook ads or google campaigns require budget
– Buying pictures, filming, editing videos are additional costs
• Identify your “Champions”
– E.g.: very engaged teachers/bloggers who contribute to the
content/project. They have already their networks – great booster!
• Cooperating with partners is essential
– E.g. iTEC: our industry partners are very active on twitter
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Production/maintenance
• Once the website and social media accounts are set up - who is in
charge?
– Integrate your social media within your website (e.g. AddThis)
– Collaborative work: involve partners, experts, participants at events
– Leadership: editorial coordination
• Consider using some tools:
– for managing your social media (e.g. We use SproutsocialSproutsocial: manage several
accounts, track conversation, assign tasks across the team, search
keywords (only 1 week back) include report functionalities. Other tools:
– Hootsuite.com: social media dashboard, free up to 5 accounts
– TweetDeck.com: share contacts across accounts
– Socialbro.com: manage and analyse your twitter community
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Production/maintenance
• Create valuable content
– Make your content readable, actionable, sharable
– Storytelling is crucial
– “human are visual first”
http://www.resource-media.org/wp-content/uploads/2013/04/Visual-storytelling-guide.pdf
• Social media is all about PEOPLE and ENGAGEMENT
– Tweet back, thanks people who re-tweet you, like pages that shared
content with you, ask questions, join conversations on similar topic,
reply to comments, be there!
• New demands should be analysed
– Review the communications strategy every year: be flexible!
– E.g: Is this new tool/account going to bring any added value? E.g. we
are re-thinking the social media strategy of inGenious and plan to
have FB and Twitter (building new brand, sustainability vision)
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http://www.resource-media.org/wp-content/
uploads/2013/04/Visual-storytelling-guide.pdf
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Monitoring/Reporting
• Monitoring your social media impact
– It should not take place only at the end of your project
– Pay attention to your “peak events”: Twitter is extremely useful
during your conference as “real time” social media
• Use reporting tools, depending on your organisation/budget
– Facebook insight: free, offers quite in-depth analysis of your fb page
– Trendsmap: free, useful for hashtag maps
– Sproutsocial: not free, unlimited reporting (remember to link your
social account to it since the start! Or you’ll miss your report)
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Questions/Doubts?
• Remember: always ask WHY! 
• Any question?
Thanks!
Valentina.Garoia@eun.org
Find us on Twitter @eu_schoolnet
and facebook european.schoolnet
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