social media for schools and community engagement
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Slides from a webinar presentation hosted by the National Schools Public Relations Association.TRANSCRIPT
High Tech Meets High Touch:
Using Social Networking to Build Powerful
School-Community Engagement
Steven CliftExecutive DirectorE-Democracy.org
IntroductionHi, I am Steven Clift
Executive Director, E-Democracy.orghttp://e-democracy.org
http://stevenclift.com
Created world’s first election information website in 1994
Spoken across30 countries
30+ Issues Forums serve 15 communities in 3 countries
Ford Foundation funded Inclusive Social Media effort focuses on lower income, high immigrant neighborhood forums. http://e-democracy.org/p3
Ashoka Fellow
Tools?Not widgets. Approaches.
Good online “community engagement” practices can be applied on your own website,
Facebook, Twitter, local online news sites … anywhere the public in your local community
is gathering online.
First Secret
It is not about technology.
It is not about waiting for the new new idea.
It is about desire, outreach, and execution
If you have the desire, with community and relationship building intent, then your technology choices will matter.
Schools and Community Online
Presentation NOT about schools using social media to communicate one-way to community
Facebook, Twitter, YouTube – Surplus of advice available, shortage of risk-taking by most institutions
Schools engaging the local community online
Host – Facilitator – Own site, Facebook Pages, etc. Participant – As Local Institution Professional Visitor – Fact Corrector Community Builder – Community Service Role
Lessons from decade+ of LOCAL online community building
Part OneLessons from online community
“Issues Forums”
Local Online News Commenting
Most people see, expect public conflict.
Sharp contrast with private social networking.
Unlocking community …
Connecting people who live near one another.
Dear Neighbors …
Growing community…
Opening “organic” hot topic on Standish Ericsson Neighbors Forum in Dec. 2008: http://e-democracy.org/se
Dear Neighbors, My name is Michael and I'm interested in establishing a community garden in our neighborhood.
Dozens of messages, offers to help, and a call for a meeting.
Radical idea!? Local people online can meet in-person.
675 members, 15%+ of households in Feb 2011
Last spring the Southside Star Community Garden opened!
Neighbors Online
27% of American adult Internet users use “digital tools to talk to their
neighbors and keep informed about community issues.” – Released June
‘10
That’s 20% adults overall.
Pew Internet and American Life Project
Neighbor Issues Forums Stories
More Stories from our Neighbor Issues Forum
Somali community – 20 missing youth to crosswalks
Which elementary school?
Responding to crime
Leech Lake Native American majority rural forum
Inclusion evaluation in progress:http://e-democracy.org/inclusion
Secret SauceKey Lessons
Civility and real names builds trust, real community
Outreach matters – Use paper!, build e-mail contact base
Real inclusion is “work”
Multi-tech - Reach people where they are online – E-mail, web, FB, Twitter – we syndicate content
E-mail “reply” publishing is key to inclusion
Secret Sauce 2Key Lessons
Facebook increasingly used by immigrant communities
Elected officials participate with their voters
People LOVE neighbor forums
37+ Blog posts sharing Lessons
Missing gap at block/building/township level? – http://beneighbors.org opportunity
Part TwoApplying lessons across social
media tools
Shortage of Voices?
Big Need: Active Listening
Conversation
Balanced Responsiveness
Necessity Helps – Disaster Response
Use of Twitter during San Bruno gas fire in California #sanbrunofire
Tweeting assisted by nearby San Carlos gov that used Twitter actively
More: http://www.socialtimes.com/2010/09/san-bruno-fire/
Facebook Pages
Facebook Pages
Publicizing “private life” is NOT building “public life” online
Pages offering “public life” opportunity
Useful “gov” reports:http://bit.ly/socmedgovreal names giving governments confidence to host interactivity
Janesville, WI – 31 comments about school closure due to teacher absences – civil back and forth with diverse perspectives
Why does St. Paul have more fans? Also on YouTube
5857 Mpls, 6700 St. PaulWhat is a “Liker” worth?
Representation – Mayor Rybak
Official site, blog – why so boring?
Very active on Twitter and Facebook
Appears to be “personal” use.
Not officially linked.
EngagementSuperintendent blogs -“superintendent blog" school 25K search resultsPTA E-mail Lists, Facebook GroupsBudget balancersSchool survey – Mounds View MN
Structured Input, Valued Output
“e-consultation” field
Online Engagement - Lessons
Ongoing v. time-limitedRecruit, recruit, recruitExpectations - Describe space accurately – who is LISTENINGFacilitate – First person is best“Seed and Weed” – Actively share information and address problems in dialogueComment policy clear and accessible - “limited public forum” – lawyers need to be educated
Do you want to live in an engaged local
community?
Schools can lead the way.
Advice for Community Builders
Don’t wait - technology and models will NEVER stabilize – constant evolution and opportunity to learn
Real inclusion will NOT happen without initiative
Connect interactive “builders” across different schools/communities to exchange lessons
Community service opportunity –classes/students promoting local online spaces for participation in their town
Further Information
Steven Clift [email protected] @democracy on Twitter 612-234-7072
Join Locals Online: http://e-democracy.org/locals
More Links http://blog.e-democracy.org http://e-democracy.org/nf http://e-democracy.org/p3 http://stevenclift.com
Slides also available from: http://www.slideshare.net/netclift
Schools and Social Media Links – Raw Materials
http://e-democracy.org/schools
Extra Slides
Many Purposes Reflections
Meet
Communicate
Socialize
Share Information, Contacts, Advice
Support Neighbors
Exchange Opinions
Community News
Announce/Invite
Organize
Collaborate
Problem-solving
Building bridges/Inclusion
Engagement - Public InputSanta Cruz – UserVoiceKings County, WAManor “Labs” Texas
Representation – Mayor RybakUses mix of social tools. Official blog.Why must official sites be boring?
“Digital Embassies” - EdelmanReaching people “where they are” via third party social media tools versus websites you ”own”
Pick a tool, any tool
Source: Jeffery Levy, EPA
Advice for Community Builders
Promote online community building idea
Find and encourage good local examples, counter terrible online news commenting trend
Convene and seed new efforts
Get lessons to local “hosts” – increase success rate
Real inclusion will NOT happen without initiative