iasb - social media
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Presentation to Iowa Association of School Boards (Fiscal Management Conference), July 18, 2012. Parts of this presentation are used with permission from Evelyn McCormack.TRANSCRIPT
IASB – Fiscal Management Conference
Evan AbbeyJuly 18, 2012
http://bit.ly/IASB12
Social Media for Your School
“Just because ‘you build it’ doesn’t mean ‘they will come’.
You have to go out into their world and talk with them.”
-Dr. Karen Mapp
Where Are Parents Getting Their School Information?
• According to Ipsos North America’s December 2010 poll:
• 57 percent go to Facebook/Twitter
• 26 percent go to District website
What is Social Media?
Social Media in the Past Year
• 368 B items shared on Facebook
• 25 M hours of video uploaded on YouTube
• 52.6 B tweets sent on Twitter
• 1.1 T videos watched on YouTube
• 10 B iPhone apps uploaded
• 348 M people joined Google+
• 18 B “likes” made to fan pages on FB
• $2 B spent on virtual goods in the U.S.
Google Analytics
1.800 million active users; 50% log on daily
2.100,000 users age 64+
3.310,000 users between 45–63
4.300,000+ businesses now have FB fan pages, including hundreds of school districts
5.250 million have FB on mobile devices
6.Avg user is connected to 80 community pages.
How to Use Facebook
1. Use to drive traffic back to website.
2. Post photos, videos, news, announcements.
3. Link to your YouTube (videos) or Flickr (photos) page.
4. Posts on FB should be brief and informal. Make it a conversation.
Public Education Officials
Oklahoma State Superintendent
School Superintendents of Alabama
School Board Candidates
Teachers
PTAs
School Districts
Disclaimers and Use Policies
“We underestimate the value of being one of the community, just another member.
When we seek special status in the community, we often end up in the unenviable position of Us vs. Them.”
- Dr. Karen Mapp
•Microblogging platform in 140 characters or less
•Launched 2006•106 million registered users; 65 million tweets per day
• 750 tweets per second•It’s all about immediacy/useful in crises
•Slower growth among parents than FB
State Ed Departments
School Districts
Park Hill, MO
Duval County Schools, FL
Twitter Anatomy
What’s trending/what people are talking about
Suggestions on who you might want to follow
The wall
# of people you follow;your followers
Congrats & thanks
Links to your website
Links to other press
Retweets from community
Weather announcements
Emergencies/crisis communication
Promo upcoming activities
YouTube
-- Video sharing website -- Launched 2005, bought by Google 2006-- 2 billion+ viewers a day
3 networks x 24 hours x 365 days x 60 years = over 1.5 million hours
Has produced more in 2 months
Build a Channel
YouTube Advice
• 1. Turn off comments on your channel and each video after uploading.
• 2. On profile page, include district logo, mission statement, address, website, contact info.
• 3. If too much concern about YouTube, Vimeo is free alternative.
Connect Your Media
Denver AcademyYouTube videoson Facebook
Featured Video Rotates
Go to Account Settings, choose Activity Sharing
Share your activity with your FB, Twitter accounts
How Can You Communicate?
• Right Frequency
• Personal, yet Professional
• Teach Your Community
• Cross-Promote
• Be Brave, Be Wise
• Remember All Your Publics
Advice from those who have been there…
What are the Policy Considerations
1. Can employees have their own professional blog, Twitter account, or Facebook page? Can they maintain that individually? What is inappropriate use vs. free speech?
2. Are there any professional repercussions for personal use of social media by staff?
3. Can teachers use social networking tools in the classroom (Facebook, Youtube, Twitter)? How will the school handle appropriate use?
4. Can employees “friend” students? Can they contact students individually?
5. Will comments and ratings be allowed on district social media in order to create an “open forum”?
Where do we start?
1. Make sure you have a communications team, with a “director”
2. Do some market research
3. Check for “squatters”; grab your domain
1. Make sure you have a communications team, with a “director”
2. Do some market research
3. Check for “squatters”; grab your domain
4. Put in place your policy, and make sure stakeholders are on board
5. Have a plan. Designate individuals for communication.
1. Educate your community when exploring new social media
1. Start by updating your Wikipedia page
IASB – Fiscal Management Conference
Evan AbbeyJuly 18, 2012
http://bit.ly/IASB12
Social Media for Your School