Communicating in a Web 2.0 World

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Presentation for New York School PR Association Spring Conference, March 2010.

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<ul><li> 1. Communicating in a Web 2.0 World Evelyn McCormack New York School Public Relations Association March 8, 2010</li></ul> <p> 2. This presentation is available online atwww.slideshare.net/evelynmccormack 3. T he Great Dupont Circle Snowball Fight 4. Coverage of the Snowball Event... 5. The Flickr Site -- 3,000 photos uploaded 6. On YouTube: 60 videos uploaded 7. The Message? Social Media is here to stay. 8. A Few Social Media Stats </p> <ul><li>Facebook (created 2004) </li></ul> <ul><li><ul><li>400 million active users, 100m log on daily </li></ul></li></ul> <ul><li><ul><li>100,000 age 64+, 310,000 between 45-63 </li></ul></li></ul> <ul><li><ul><li>300,000 businesses now have FB fan pages</li></ul></li></ul> <ul><li>LinkedIn (created 2003) </li></ul> <ul><li><ul><li>60 million members </li></ul></li></ul> <ul><li>Twitter (launched 2006) </li></ul> <ul><li><ul><li>7 million accounts </li></ul></li></ul> <ul><li><ul><li>How many tweets? </li></ul></li></ul> <ul><li>YouTube (launched 2005) </li></ul> <ul><li><ul><li>Every minute, 20 hrs of video uploaded </li></ul></li></ul> <p> 9. </p> <ul><li><ul><li>American Dialect Society named google word of the decade and tweet word of the year. Oxford dictionary declared unfriend (remove someone as a FB friend) word of the year in 2009.</li></ul></li></ul> <ul><li><ul><li>U.S. adults w/profile on a social networking site quadrupled in past four years -- 8% in 2005 to 35% now .76% of all U.S. broadband users actively contribute to social media sites. </li></ul></li></ul> <ul><li><ul><li>250 million iPods sold since 2001 </li></ul></li></ul> <ul><li> (Sources: TechCrunch,Pew Internet&amp; American Life Project, January 2009 .) </li></ul> <p> 10. Common Myths About Social Media 1. Social Media is for Teens and Tweens 2. Social Media will compromise our internet security 3. Social Media will jeopardize eRate funding 4. Social Media wastes time 5. Social Media is expensive 11. </p> <ul><li><ul><li>Publicize your achievements </li></ul></li></ul> <ul><li><ul><li>Drive traffic to your website </li></ul></li></ul> <ul><li><ul><li>Control your own message. Analternative/in addition to print media </li></ul></li></ul> <ul><li><ul><li>Develop a Personal Learning Network -- share ideas, collaborate, professional contacts </li></ul></li></ul> <p>What Can Social Media Do for Your School or District? 12. When your IT Department says it can't be done, show them this: --from http://www.whitehouse.gov 13. Facebook, Twitter, YouTube &amp; Flickr Scary, Scary Places 14. White Plains City School District 15. NYC Schools 16. New York State School Boards 17. Hi Point Journeys :A High School Social Media Campaign 18. How to Make Facebook your District Newsroom 1 . Create a personal FB page, either your own or one based on someone/mascotn. If you choose a fictional name, it's important to create a real email account for confirmation. 2. Go to: f acebook.com/pages/create.phpto create a Facebook fan page. 3. Design your fan page by uploading your District logo, filling in your Mission Statement, etc. 19. </p> <ul><li> 4. Promote your fan page on your District website. </li></ul> <ul><li>5. When you have 25 fans, go tofacebook.com/username&amp; click on Set a username for your pages. </li></ul> <ul><li>Instead of your page having a super long URL you can have a "vanity" URL (http://www.facebook.com/yourdistrict) if someone else hasn't grabbed it already. </li></ul> <p> 20. at this dropdown, choose Education Name of District here Your name or alias here 21. School Districts on Facebook </p> <ul><li><ul><li>Anchorage School District </li></ul></li></ul> <ul><li><ul><li>Blue Valley Schools (Kansas) </li></ul></li></ul> <ul><li><ul><li>Boston Public Schools </li></ul></li></ul> <ul><li><ul><li>Ferndale, Mich., Public Schools </li></ul></li></ul> <ul><li><ul><li>Richmond, Va., City Schools </li></ul></li></ul> <ul><li><ul><li>Pendleton, Ore., Schools </li></ul></li></ul> <ul><li><ul><li>Fort Worth, Tex., Independent SD </li></ul></li></ul> <ul><li><ul><li>Plano, Tex., Independent SD </li></ul></li></ul> <ul><li><ul><li>Portland, Ore., Public Schools </li></ul></li></ul> <ul><li><ul><li>Fort Osage Public Schools (Kansas City, MO) </li></ul></li></ul> <ul><li><ul><li>Yonkers Public Schools Alumni</li></ul></li></ul> <ul><li> and hundreds more. </li></ul> <p> 22. Who Else is on Facebook? </p> <ul><li><ul><li>New York State School Boards Assn. </li></ul></li></ul> <ul><li><ul><li>American School Board Journal</li></ul></li></ul> <ul><li><ul><li>President Barack Obama </li></ul></li></ul> <ul><li><ul><li>Stanford University </li></ul></li></ul> <ul><li><ul><li>Carnegie-Mellon University </li></ul></li></ul> <ul><li><ul><li>The New York Times </li></ul></li></ul> <ul><li><ul><li>NYS Association of Foreign Language Teachers </li></ul></li></ul> <ul><li><ul><li>The American Red Cross </li></ul></li></ul> <ul><li><ul><li>Autism Speaks </li></ul></li></ul> <ul><li><ul><li>Columbia University</li></ul></li></ul> <p> 23. Promote, Promote and Promote Some More 24. Northfield Mount Hermon Schools 25. Facebook False Starts 26. To Tweet or Not to Tweet Twitter in Public Education photo credit: chriswallace.com 27. </p> <ul><li><ul><li>Micro-blogging tool (140 characters) that can be used to post news, links, photos and more. </li></ul></li></ul> <ul><li><ul><li>A tool that can be used (along with others) to drive traffic back to your district website </li></ul></li></ul> <ul><li><ul><li>A way to share information and links with other districts, school PR people, etc. </li></ul></li></ul> <ul><li>Edmodo-- Twitter for Educators</li></ul> <p>Twitter 28. Janis Krums Tweet from his cell phone on Jan. 15, 2009 aboard a ferry on the Hudson River in NYC 29. 30. Whos Using Twitter? </p> <ul><li><ul><li>Largest age group is 35-49, comprising almost 42 percent of the sites audience.(Nielsen Online) </li></ul></li></ul> <ul><li><ul><li>Majority visit Twitter while at work, and 62 percent access it from work only.(Nielsen Online) </li></ul></li></ul> <ul><li><ul><li>230 schools/districts now on@schoolpr/k12schools </li></ul></li></ul> <p> 31. How to Make Twitter Your District Newsroom </p> <ul><li>1. Create a Twitter account at www.twitter.com </li></ul> <ul><li>2. Upload District logo, District contact information, andlink to the District website address. </li></ul> <ul><li>3. Start tweeting.Tweets can consist of simple messages, hellos and updates.They can also be brief introductions, w/a link to your website news page. </li></ul> <ul><li>4. Also can tweet a link from local newspaper, if they write a complimentary story about your District. Can also RT (retweet) news from another Twitter account. </li></ul> <ul><li>5. Promote, promote, promote! </li></ul> <p> 32. Yorktown Schools 33. Yonkers Public Schools 34. White Plains Schools 35. Southern Westchester BOCES 36. Northfield Mount Hermon 37. More Public Schools Twittering </p> <ul><li><ul><li>NYC Department of Ed @nycpublic schools </li></ul></li></ul> <ul><li><ul><li>Mesa, Arizona @mpsaz </li></ul></li></ul> <ul><li><ul><li>South Allegheny, PA @southallegheny </li></ul></li></ul> <ul><li><ul><li>North Hills, PA @north_hills </li></ul></li></ul> <ul><li><ul><li>Fayetteville, GA @fcschoolsga </li></ul></li></ul> <ul><li><ul><li>Pennsylvania Virtual Charter School@pavcs </li></ul></li></ul> <ul><li><ul><li>Duval Schools (Jacksonville, FL)@duvalschoolnews </li></ul></li></ul> <ul><li><ul><li>Kent ISD(Grand Rapids, MI)@kentisd </li></ul></li></ul> <ul><li><ul><li>Fairfax County Public Schools (VA) @fcpsnews </li></ul></li></ul> <ul><li><ul><li>Ohio Department of Education@oheducation </li></ul></li></ul> <ul><li><ul><li>Arizona Public Schools@azschools </li></ul></li></ul> <ul><li><ul><li>Royal Oak Schools(Mich.) @royaloakschools </li></ul></li></ul> <ul><li><ul><li>Portage Schools(Michigan) @portageschools </li></ul></li></ul> <ul><li><ul><li>Broward County Schools@browardcounty</li></ul></li></ul> <p>...and hundreds more 38. NYSPRA 39. Higher Ed on Twitter Columbia University Law School Columbia Teachers CollegeHarvard University Stanford Princeton MIT has more than 50 official Twitter feeds Georgetown University UCLA The Boston University Shuttle Boston College Barnard College ...and hundreds more 40. Companies &amp; Organizations Twittering </p> <ul><li><ul><li>Ford </li></ul></li></ul> <ul><li><ul><li>Starbucks </li></ul></li></ul> <ul><li><ul><li>Whole Foods </li></ul></li></ul> <ul><li><ul><li>Southwest Air</li></ul></li></ul> <ul><li><ul><li>Jet Blue </li></ul></li></ul> <ul><li><ul><li>The Smithsonian </li></ul></li></ul> <ul><li><ul><li>American Red Cross </li></ul></li></ul> <ul><li><ul><li>Honda </li></ul></li></ul> <ul><li><ul><li>NASA </li></ul></li></ul> <p> 41. Government Twittering </p> <ul><li><ul><li>Centers for Disease Control </li></ul></li></ul> <ul><li><ul><li>The White House </li></ul></li></ul> <ul><li><ul><li>US. Dept. of Education </li></ul></li></ul> <ul><li><ul><li>10 Downing Street </li></ul></li></ul> <ul><li><ul><li>U.S. Dept. of Homeland Security </li></ul></li></ul> <ul><li><ul><li>U.S. Senate </li></ul></li></ul> <ul><li><ul><li>U.S. House of Representatives </li></ul></li></ul> <ul><li><ul><li>World Health Organization </li></ul></li></ul> <ul><li><ul><li>USS Nimitz </li></ul></li></ul> <ul><li><ul><li>Greenversations (EPA) </li></ul></li></ul> <ul><li><ul><li>Gov. Arnold Schwarzenegger</li></ul></li></ul> <p> 42. </p> <ul><li><ul><li>Education Week </li></ul></li></ul> <ul><li><ul><li>National Education Association </li></ul></li></ul> <ul><li><ul><li>U.S. Department of Education </li></ul></li></ul> <ul><li><ul><li>Media on Twitter </li></ul></li></ul> <ul><li><ul><li>The New York Times </li></ul></li></ul> <ul><li><ul><li>The Washington Post </li></ul></li></ul> <ul><li><ul><li> US Dept. of Health and Human Services (H1N1 updates) </li></ul></li></ul> <ul><li><ul><li>Other school districts </li></ul></li></ul> <p>Who to Follow ... 43. http://twitter.com/wca4kids What's Retweeting? 44. Twitter Tools </p> <ul><li><ul><li>TweetBeepallows you to get email alerts about tweets on a topic you choose. </li></ul></li></ul> <ul><li><ul><li>Twitter Searchallows you to search for news and conversations by certain terms, ie,Haiti . </li></ul></li></ul> <p> 45. Twitter Lists </p> <ul><li>Where you can see similar Twitter feeds assembled in one place. </li></ul> <ul><li><ul><li>http://twitter.com/#/list/schoolpr/k12schools </li></ul></li></ul> <ul><li><ul><li>http://twitter.com/mashable/non-profits </li></ul></li></ul> <ul><li> and one of my faves: </li></ul> <ul><li><ul><li>http://twitter.com/cityroom/nyc-street-food-trucks </li></ul></li></ul> <p> 46. Twitpic </p> <p> 47. Schools on YouTube Northfield Mount Hermon School 48. White Plains Schools 49. The Hi PointYouTube Page 50. SUNY Plattsburgh 51. Dartmouth 52. Salem-Keizer (Ore.) Schools on Vimeo 53. Check outYoutube EDUfor ideas/inspiration 54. Alternatives to YouTube (in the classroom) </p> <ul><li><ul><li>TeacherTube(gated videos site for teachers and students. Not blocked like YouTube) </li></ul></li></ul> <ul><li><ul><li>Zamzar(allows you to download videos from YouTube and use them in the classroom without having to go online) </li></ul></li></ul> <ul><li><ul><li>Vimeo</li></ul></li></ul> <p> 55. Uses for Flickr </p> <ul><li><ul><li>Put up a photo tour of schools (and allow others to add their own photos) </li></ul></li></ul> <ul><li><ul><li>Showcase photos from special events </li></ul></li></ul> <ul><li><ul><li>Create a student portrait gallery with quotes or personal anecdotes about life at school </li></ul></li></ul> <ul><li><ul><li>Create albums of alumni class reunions </li></ul></li></ul> <ul><li><ul><li>Post ongoing photos of the new building construction for parents &amp; alumni to see </li></ul></li></ul> <ul><li><ul><li>Make commencement album to show ceremony photos (and encourage graduates or parents to submit their own) </li></ul></li></ul> <p> 56. The Hi Point Flickr Page 57. Yonkers Public Library Photostream 58. Northfield Mount Hermon Schools 59. NYSPRA Ning 60. Social Media Guidelines/Resources </p> <ul><li>Social Media Guidelines Wiki </li></ul> <ul><li>A wiki created by school administrators to share social media guidelines; contains templates) </li></ul> <ul><li>Social Media Guidelines for EducatorsFacebook page </li></ul> <ul><li>Acceptable Use Policies 2.0(David Warlick site) </li></ul> <p> 61. Four Big Ideas for Acceptable Use Policies 2.0/Social Media Guidelines </p> <ul><li><ul><li>Responsible personal conduct within the online environment is no different than responsible personal conduct face-to-face. </li></ul></li></ul> <ul><li><ul><li>Individuals must protect personal safety online </li></ul></li></ul> <ul><li><ul><li>Civic life has an expanding digital dimension that demands responsible engagement by individuals and groups. </li></ul></li></ul> <ul><li><ul><li>There are long-lasting implications to publishing in the online environment. </li></ul></li></ul> <ul><li> --Office of the State of Washington Supt of Public Instruction </li></ul> <p> 62. Golden Rules for Using Social Media </p> <ul><li><ul><li>Respect the spirit of the Internet </li></ul></li></ul> <ul><li><ul><li>Listen, give kudos and be generous. </li></ul></li></ul> <ul><li><ul><li>Add value. How am I adding value to the conversation or the community? </li></ul></li></ul> <ul><li><ul><li>Respond in a timely fashion. </li></ul></li></ul> <ul><li><ul><li>Be real. Authenticity is important. </li></ul></li></ul> <ul><li><ul><li>Collaborate. It's all about community. </li></ul></li></ul> <ul><li>--credit: Simona Boucek, Salem-Keizer (Ore.) Public Schools </li></ul> <p> 63. This presentation is available online at http:www.slideshare.net/evelynmccormack Evelyn McCormack,SWBOCESDirector of Public Information emccormack@swboces.org Facebook LinkedInTwitter Blog : School Communications 2.0 Thank You! 64. Resources Additional Web 2.0 tools, links and more videos 65. Nings &amp; Wikis </p> <ul><li><ul><li>Network with other people with similar interests. Discuss issues, share best practices, collaborate on projects. Parents, students, staff, colleagues. </li></ul></li></ul> <ul><li><ul><li>Free and easy to set up. You set privacy levels (closed, open, by invitation only). </li></ul></li></ul> <ul><li><ul><li>Great gadgets attached to them. Post articles, links, photos, video. Blogs can be "cross-posted" to a Ning site. </li></ul></li></ul> <ul><li><ul><li>Eliminate one-webmaster problem &amp; outdated internet/intranet content </li></ul></li></ul> <ul><li><ul><li> Ning -- 1 million networks,4.7 unique visitors </li></ul></li></ul> <p> 66. Platforms Ning.com Free Wiki Platforms: pbworks pbworks campus editionwww.wikispaces.com wikispace private label for K-12 educators www.wetpaint.com 67. Nings in Education 8,700 members 68. Manhattanville Comm Wiki 69. Classroom 2.0 30,000 members 70. Blogs/eNewsletters </p> <ul><li><ul><li>Blog: a diary or journal that chronicles authors stories, thoughts, learnings </li></ul></li></ul> <ul><li><ul><li>Available for others to subscribe to (they receive new articles/posts automatically).</li></ul></li></ul> <ul><li><ul><li>Most effective use of blogging is for the creation and publishing ofe newsletters .</li></ul></li></ul> <ul><li><ul><li>As each article is published, older articles automatically drop down lower on the page and are archived. </li></ul></li></ul> <p> 71. </p> <ul><li>Free Blog Platforms: </li></ul> <ul><li><ul><li>classblogmeister.com : gated blogging tool </li></ul></li></ul> <ul><li><ul><li>Edublogs-- Wordpress blog tool for educators </li></ul></li></ul> <ul><li><ul><li>Wordpressblogging platform </li></ul></li></ul> <ul><li><ul><li>Blogger-- Google blogging platform </li></ul></li></ul> <ul><li><ul><li>Today.com </li></ul></li></ul> <ul><li>Paid eNewsletter Services: </li></ul> <ul><li><ul><li>Constant Contact </li></ul></li></ul> <ul><li><ul><li>iContact</li></ul></li></ul> <p> 72. Boston Public Schools Blog 73. Maggie Skau'sblogin New Rochelle, NY 74. Online Publishing Tools Issuu Lets readers of yourpublicationsturn the pages Scribd Upload publications to this website. Read by 50 million every month, 50,000 documents uploaded every day 75. Photos and slideshows:Photobucket How it looks on awebsite. 76. Cover It Live:cover any event live, host a weekly Q&amp;A, etc. Clip2Net: Clip and save any web page for use later. 77. A Long List of Web 2.0 &amp; Social Media Resources Online Document Sharing: Google Docs Scribus Writewith.com(group writing/editing) Piconote-- online note-taking Writewith-- cooperative document editing Newsletter Creation &amp; Tools: Letterpop(create newsletters for free. A bit clunky.) Issuu(free-post any print document, email, embed, etc.) Photo Editing: Snipshot(edit your photos online/alternative to Photoshop) FixRedEyes-- fix red eye on photos online 78. Wiki Platforms: Wetpaint Wikis Wikispaces Blog Platforms: Wordpress Blogger Edublogs Twitter tools: Grouptweet send private messages to specific groups using Twitter Mytweetmap shows where tweets are coming from on a map Twitpic Post photo links on Twitter Make Use Of's The Complete Guide to Twitter Twitter in Plain English 79. Miscellaneous Web 2.0: VisualCV Create a visual resume online The Common Craft Show(video how-tos) A to Z of Social Media Slideshare Go 2 Web 2.0 great resource Digital Nation on Frontline(PBS Project) 14 Technologies Educators Should Watch in 2010Related Presentations :Four Social Media Sites Schools Can't Ignore-- Lorrie Jackson Dive Deep into Facebook-- Lorrie Jackson Free Webinars:eSchoolNews Classroom 2.0 Burrelles Luce 80. Go 2 Web 2.0 great resource Digital Nation on Frontline(PBS Project) 14 Technologies Educators Should Watch in 2010Related Presentations :Four Social Media Sites Schools Can't Ignore-- Lorrie Jackson Dive Deep into Facebook-- Lorrie Jackson Free Webinars:eSchoolNews Classroom 2.0 Burrelles Luce 81. Wikis in Plain English--A How-to 82. The Internet has a Face -- Student video about YouTube vloggers 83. Who Are Your Students?</p>