Designing Your Social Media StrategySocial media strategies are not ‘one size ﬁts all’.We’ll explore how to utilize popular social media platforms like Facebook,Twitter, LinkedIn and Flickr to build a successful social media strategy as unique as your school. Stephen Johnson, Windward School Jesse Bardo, EdSocialMedia.com Travis Warren, WhippleHill
SOCIAL MEDIA APPROACH✓ Inventory✓ Leadership✓ Coalition Building✓ Policy✓ Planning✓ Stafﬁng✓ Tools✓ ROI
Communication ModelsMass MediaCLAY SHIRKY WHIPPLEHILL
Communication ModelsSocial MediaCLAY SHIRKY WHIPPLEHILL
Can’t simply bolt social media on toyour web site. WHIPPLEHILL
Can’t simply bolt social media on toyour web site. WHIPPLEHILL
You:“We should live stream this Friday’s big basketball game,and, hey, we can do a chat so students, parents, the public,and alumni can talk on a screen during the game.”Your Head of School’s response:
You:“We need to lift restrictions to Facebook in our library sothat everyone on campus has access to the school’s Facebookpage.”Your Head of School’s response:
You:“Blogs will make our school more transparent. Transparency isgood. That’s what I read in the Cluetrain Manifesto.”Your Head of School’s response:
transparency: 2 a: free from pretense or deceit
transparency: 2 a: free from pretense or deceit b: easily detected
transparency: 2 a: free from pretense or deceit b: easily detected or seen through
transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood
transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information
transparency: 2 a: free from pretense or deceit b: easily detected or seen through c: readily understood d: characterized by visibility or accessibility of information especially concerning business practices from Merriam-Webster.com/dictionary
Some Fears• Losing privacy (students, parents, teachers, etc.)
Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation
Some Fears• Losing privacy (students, parents, teachers, etc.)• Losing control of the School’s message or reputation• Losing control of the School itself
Some Initial Solutions• Use words such as engagement rather than transparency. Communication is a two-way street now. Be willing to have a conversation.• Find the balance between transparency and concealment - respect both.• Educate. You work in a school. Teach others how to use the tools.
Major Benefits of Social Mediafor Independent Schools1. Social media tools help you to tell your school’s stories and help you share information with a large number of people.2. Social media tools help build and engage your communities. You are judged on how you engage.3. Social media tools help organize groups.
Specific Strategies - Benefits1. Develop a Social Media Marketing Plan • These are tools that help you accomplish goals. Tie Plan to strategic plan goals and school’s mission. • Present it to senior admins as part of your annual departmental goals.
Contain the risk.¨ Create Social Media Guidelines (or Policy) for faculty/staff.¨ Protect your Head. Be your Head’s communications bodyguard.¨ Show measurable results.¨ Deputize certain students and teachers, and train them.¨ Balance negative reviews with ones solicited from your community members.¨ Be less an evangelist and more a translator of social media innovations.¨ For your admins, build a strong fence within which your school can have social media freedom.
COALITION BUILDINGA LITTLE HELP FROM YOUR FRIENDS
Build coalitions.¨ Partner with people who “get” it.¨ Compromise. Take small victories and go from there.¨ Collaborate with like-minded directors at local schools.¨ Solicit advice through Twitter (and give back).¨ Create a Social Media Plan, but ask Head’s/admins’ advice on part of it.¨ Play politics, negotiate, and leverage.¨ Educate.¨ Host an EdSocialMedia boot camp.
Founder’s Day ProjectProcess ¤ Hosted the boot camp ¤ Wrote a news story and posted on Windward Web site. Sent pushpages/ emails to alums, parents inviting them to view and participate ¤ Created a live Flickr feed on the home page – invited everyone to post photos, but we chose them ¤ Posted a Twitter widget on the home page to which certain students, teachers, coaches, parents posted from all over the campus ¤ Were able to archive all Flickr photos (100+) in an gallery that was evidence of a great community day; we sent it to all parents and later shared it with prospectives ¤ Head of School’s response was great – thought it really reflected the school and got everyone involved!
Founder’s Day Project1. Benefitted Everyone ¤ Shared engagement from students, parents, teachers, coaches, alumni – got everyone involved and created community event.2. Contained the Risk ¤ Deputized certain students to tweet and post Twitpix. ¤ Had control over posted Flickr photos.3. Built Coalitions ¤ Teamed with visual arts teachers to post photos, newspaper to post tweets ¤ Worked with students, parents, and others
Resources¨ www.windwardschool.org/communications Stephen Johnson Director of Communications Windward School Los Angeles firstname.lastname@example.org @ burma999
Social Media Guidelines for Windward Faculty/Staff, 2009‐10 The following guidelines lay out some general boundaries for Windward faculty and staff about using various social media tools while the school develops a more thorough policy over the next school year. Their purpose is to provide information about the misuse of noneducational networking sites rather than be a guide to all educa tional networking. The idea is to encourage using social media tools such as wikis, Facebook, Twitter, blogs, and forums in productive and fruitful ways and to avoid the potential harm and liability that can result from inappropriate or unethical use.
CONTENTUse common senseDoes your post put the effectivenessof your teaching at risk?Do not discuss students or co-workersImagine students and parents visit your site
FRIENDS & FRIENDINGDon’t accept students as friendsDon’t initiate Facebook friendships with studentsIf you wish to use networking protocols as part ofthe educational process please work with technologystaff
SECURITYVisit your proﬁles security settings. set to “only friends”Information on social networking sites fall undermandatory reporting guidlines.Contact your department chair with any questions orconcerns.
alumni futures Record It & Report It •“What’s the ROI?” Possible answers…? – “What do you want it to be?” • Set goals and measure progress toward them – “What’s the ROI of our phone system?” • If ROI is low, are you going to quit Facebook? – “Return on attention is more important” • Don’t increase mindshare; increase its value •So who gets which information? http://www.alumnifutures.com
alumni futures The ROI Hierarchy: Metrics Senior Leaders • Strategic Outcomes Reputation Engagement Strategy Visibility Directors • Social Media Analytics Advocacy Word of Mouth Management Insights Program Staff • Engagement Data Clicks, Fans, RTs, Views, Members, Comments, Execution Followers, Check Ins Adapted from web-strategist.com http://www.alumnifutures.com
alumni futures Reporting Results • Template for summarizing social media progress • Adapt it to match the scale, maturity, scope of your program • Simple steps to follow Source: adaptivateblog.com http://www.alumnifutures.com
alumni futures Reporting Road Map (2) • Highlight new tools and trends • Revisit your overall communication strategy • Summarize the report and draw conclusions Source: adaptivateblog.com http://www.alumnifutures.com
comment = engagement. 50 38 25 13 0 8 08 08 08 08 09 9 09 09 9 9 00 00 00 00 20 20 20 20 20 20 20 r2 2 2 r2 n g ct c b ril ne st er Ap be De Ju Au Fe Ap gu O ob Ju m Au ct ce O DeSource: Proctor Academy/Chuck’s Corner Commnets (April 2008 - December 2009)