2013

Social Media for Schools

How to Communicate with your School Community Whilst

Managing the Risks

Social Media in SchoolsSocial Media has been the buzz word for some time and many organisations are adopting some form of Social Media. However, in educational circles for leadership teams this word has been synonymous with RISK.

For many leadership teams it was probably determined that the risks and the on-going maintenance were too great for the time being. For others they may have dipped their ‘toe in the water’ of Social Media or Networking, but more than likely it is proving burdensome.

It is however, time to ask yourself what are the consequences of not getting fully involved in Social Media Channel Marketing.

Why do you set up Social Media?% OF CHANNEL USERS WHO ACQUIRED A

CUSTOMER THROUGH A SOCIAL MEDIA CHANNEL

Company Blog 57%

LinkedIn 62%

Facebook 52%

Twitter 44%

SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012

1 in 2 Australians have a Facebook account (18-44 years)

10 million photos are uploaded to Facebook every hour worldwide

62% people grab their smartphone on waking

People check Facebook an average of 14 times a day

1 out of every 6 minutes online are spent on social media

Source Image Seven May 20136.8 million Mobile users: 54% use internet, 60% do sales research12 Million Facebook users in Australia AFR 2/5/13

Why do you set up Social Media?• 94% of all businesses with a marketing department used social media

as part of their marketing platform

• Almost 60% of marketers are devoting the equivalent of a full work day to social media marketing development and maintenance

• 85% of all businesses that have a dedicated social media platform as part of their marketing strategy reported an increase in their market exposure

• 58% of businesses that have used social media marketing for over 3 years reported an increase in sales over that period

2012 Social Media Marketing Industry Report Hubspot 2013 reported 17% of organisations consider traditional

marketing and mail drops have diminished in importance

SOCIAL MEDIA IN SCHOOLS

• Communication - create an online Community where followers can stay informed of the news and events of the College and interact with the College in a social space.

• Online exposure for the College to increase enrolments and sales of goods.

SOCIAL MEDIA IN SCHOOLS

• Public relations – redirect followers to newspapers and positive information regarding the school e.g.; student/school accomplishments

• Social Media plays an integral part in the College marketing and branding program.

• Enhances education opportunities. #TCCLT

Do you think there is a RISK with Social Media?

• Brand Management – Check Trademarks, Monitor for Memes and other brand comments Awareness Inc 2012 reported that there has been a 10% increase in

outsourcing of Analytics, Content Creation and Branding.

• Intellectual property• Privacy and sensitive information leakage• People/staff engagement – Loss of

logon/security details if your social media staff member leaves your employ

Social Media Risks

• Perceptions around customer service and delivery – if you do not respond to social media comments then they will consider that you have poor customer service

• Management response to negative feedback and negative publicity

• legal consequences

Social Media Risks

Risk Solutions• Policy Development

• Corporate Information and Terms of Use

• Social Media Security Knowledge

• Crisis Response

• Moderation Policy

Setting Up Social Media

• An Example

–STEP 1– Set up Social Media within the Marketing Plan– Age Demographics are important 25 to 35– Branding is also important– College set up Website with embedded Video and

Facebook and Twitter interaction.

Trinity College Community Page *

Trinity College Home Page *

Setting Up Social MediaCont’d

–STEP 2• Set up Branded Facebook Page as a Fan Page• Example

• Facebook Fan pages are the best choice for a Business Facebook page because you can fully customize them, appoint an alternate administrator(s) and because you retain full control over them.

• Alternatives are Facebook Group or Community Pages

• Set up You Tube • Example

Set up a Branded Twitter Page

Set up a Branded Instagram Page

Setting Up Social MediaCont’d

– Step 3– Bring it all together with Hootsuite * or other

CRM tool – Back it up with Policies and Processes– Have a Plan

• Regular meetings of the Marketing Committee determines the theme for the term and assists the establishment of an Editorial Calendar *

– Refer to Best Practice Papers

School BallJunior School Mothers Day Mass

Summary of the Risks

• Minimising Risks When Marketing Through Social Media - Mondaq.com

• Ways to Protect your Brand from Social Media Risks - Techrepublic.com

• An Employers Guide to Managing Social Media Risks - CompliSpace

• While social media is not the silver bullet that some pundits claim it to be, it is an extremely important & relatively low cost touch point that has a direct impact on sales & positive word of mouth.”

JOSH MENDELSOHN ,VICE PRESIDENT,CHADWICK MARTIN BAILEY Boston Based Market Research

• Social media isn’t a fad. It’s a revolution.

More Information

• www.mlburgessconsulting.com.au• Twitter - @BurgessMlbcons• Twitter Reference - #TCCLT• Linkedin profile• Linkedin

Group - School Business Managers (Australia)

• Facebook• Ebook Social Media for Schools• Electronic Business Card

QUESTIONS?

• Following slides are snap shots

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