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Social Media
     Strategies
for School Districts
    OASBO Annual Workshop
          04.21.10
      Lee Cole, Pickerington Local Schools
  Shane Haggerty, Ohio Hi-Point Career Center
Social Media Strategies
  for School Districts
What is Social Media & Why it Matters

How we are using it

Problems/Obstacles

Myths vs. Facts

Social Media tools (Twitter, Facebook,
Blogging)

Next Steps/Resources
Social Media: What is it?
    Why does it matter?
Social Media is an open, interactive, conversational
communications tool based online

Social media changes the way we communicate from one-
way and top-down to two-way, bottom-up

Social media moves communication from a monologue to a
dialogue

“Social media has created a shift from push
communication to a pull dialogue”-Forrester Research

The brand is now in the hands of the consumer
Social Media: What is it?
  Why does it matter?


The Lecture is OVER!

Show me a STORY!

There are NO captive audiences
anymore!
Social Media: What is it?
     Why does it matter?
Facebook: Over 400 million active users, 41% over age 35

YouTube: 84% watching video online, 54% ages 35-64

Twitter: More than 3 million “Tweets” each day

Gender of social media users: 50/50 split

Age Stats: 18-24 (75%), 25-34 (57%), 35-44 (30%), 45-54 (19%), 55-64
(10%), 65+ (7%)

Since 2005, Adult use has more than quadrupled from 8% to 35%

More than 40% of women over 40 have a social networking presence
How do we use it?
We Are Pickerington Campaign
Twitter at Pickerington Local
       School District
twitter.com/plsd
TWITTER 101
Why Tweet?
-One of the easiest social media vehicles
-More controls district side controls
-Increase brand and maintain identity
-Reach a new demographic
-Target your message

         Don't be intimidated
-You don't need to make a large
investment into Twitter
-Two sentence messages
-5-10 min daily commitment
Usages
-A branding tool
-Rumor Control
-Testimonials
-Reminder Notices

            How to Implement
-Set-up an account
-Create background image
-Profile/links
-Build followers
FACEBOOK 101
Social Media Strategies for Schools for OASBO Conference
Facebook 101
1.
 What is it?
2.
 Growth and projected
 users
3.
 Different types of pages
 (individual, fan, group)
4.
 Why use Facebook?
5.
 Reaching a variety of
 audiences
6.
 How it differs in privacy
 controls from other social
 media (MySpace)
HI-POINT JOURNEYS CAMPAIGN at
   Ohio Hi-Point Career Center
hipointjourneys.com
Social Media Strategies for Schools for OASBO Conference
The Planning stage:
Surveys of Students showed:
Only 20% of parents read direct mail pieces, 14.3% of
 students did
97% of parents & students visit district website always
 or sometimes
70% of students preferred visiting Facebook or
 MySpace while online
23% regularly used photo sharing sites & watched
 online videos
58% read blogs regularly
Outcomes/measurement:
2000 unique visits
12,100 page views
avg. 2:20 seconds spent on site
Loyalty: 58% returning visitors
Relevance: 42% new visitors
350 facebook fans
Outcomes/measurement:
Enrollment trending up for next school
 year (100+ more students at this point
 over same point last year)
Recruitment/community outreach has been
 “branded”
Students have become part of PR team
Social Media Strategies for Schools for OASBO Conference
BLOGGING 101
Blogging
-Blogs allow you to communicate in
 a transparent and “real” way
-Blogs can replace traditional print
 newsletters or other costly
 methods of delivering up-to-date
 news
-Blogs allow you to tell a story and
 create a dialogue with your
 constituents
-Blogs can be subscribed to
 allowing for easy delivery
-Blog comments can be moderated
 and controlled for safety
-Wordpress or Blogger are free!
Problems & Obstacles
 1.
 Lack of understanding

 -
  Youth usually more savvy than adults regarding social media types,
  functions
 -
  “Just a fad”

2.
 Fear of the unknown
 -
New mediums continue to be tested
 -
 social media expands, so do the ways we use it.
   As
 -
Strict legislation governing how students’ images are allowed to be
   used on the Internet
 -
Legislation is really just emerging; lots of gray areas

3.
 Target audience
 -
Not knowing how parents/community prefers to receive news about
   your district
 -
Often a matter of lack of Internet access in larger cities, rural
   populations
Problems & Obstacles
                            HEADLINES WORRY SCHOOL DISTRICTS:

Teens sue school over punishment for racy pics
Summer vacation lingerie-and-lollipop photos were posted on MySpace
-	 MSNBC, Oct. 30, 2009



Va. Student's Snow-Day Plea Triggers an Online Storm
-	 Washington Post, Jan. 23, 2008



Conviction on lesser charges in MySpace case
Mother guilty of misdemeanor charges in cyber-bullying in which girl died
-	 MSNBC, Nov. 26, 2008



Facebook postings land N.C. teachers in hot water
-	 Charlotte Observer, Nov. 23, 2008



State targets student-teacher communication
New Louisiana law says all electronic communication between teachers and students
outside of school must be reported
-	 eSchool News, Oct. 19, 2009
MYTHS vs.
 FACTS
MYTH:
   It’s dangerous and uncontrollable

                   FACT:
It’s controllable with safety features and
           moderation controls
MYTH:
 Social Media is a fad and only for kids

                       FACT:
It’s growth continues at astounding rates, it’s part of
peoples’ lifestyles and the 35 and up crowd accounts
     for 41% of all visitors to the largest social site
MYTH:
It’s free and easy, anyone can do it, and
     it will have an immediate impact

                      FACT:
 It CAN be free, it DOES take time and planning, not
EVERYONE should do it, and it’s impact does take time
                    and consistency
MYTH:
  Social media will replace traditional
 communications and is immeasurable

                       FACT:
 Social media should be PART of your outreach, along
 with traditional PR and marketing. It’s measurement
is easier than traditional means, but is based more on
        relationship-building and engagement
NEXT STEPS: Strategies
   for your school district

Plan (Surveys, focus groups)

Coordinate social media efforts across
organization/Get support from administration,
board

Set policies and procedures, crisis procedures

Evangelize and educate your staff (and
constituents)

Monitor and measure
Benefits of social media:
>Rapid response to rumors/criticism
>Build a network of key communicators/
word-of-mouth
>Dialogue w/constituents
>On-going idea development
>Provides testimonials
>Create communities
RESOURCES


http://delicious.com/shaggerty76
http://edsocialmedia.com
http://socialmediaschools.com
http://socialavenue.blogspot.com
http://nspra.org
QUESTIONS?
            Contact Us:
             Lee Cole:
lee_cole@fc.pickerington.k12.oh.us
         Shane Haggerty:
     shaggerty@ohp.k12.oh.us
Follow us online:
  Ohio Hi-Point Career Center:
       http://twitter.com/ohiohipoint
      http://facebook.com/ohiohipoint
      http://www.hipointjourneys.com

Pickerington Local School District:
            http://twitter.com/plsd
   http://facebook.com/wearepickerington
 http://www.youtube.com/WeArePickerington

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Social Media Strategies for Schools for OASBO Conference

  • 1. Social Media Strategies for School Districts OASBO Annual Workshop 04.21.10 Lee Cole, Pickerington Local Schools Shane Haggerty, Ohio Hi-Point Career Center
  • 2. Social Media Strategies for School Districts What is Social Media & Why it Matters How we are using it Problems/Obstacles Myths vs. Facts Social Media tools (Twitter, Facebook, Blogging) Next Steps/Resources
  • 3. Social Media: What is it? Why does it matter? Social Media is an open, interactive, conversational communications tool based online Social media changes the way we communicate from one- way and top-down to two-way, bottom-up Social media moves communication from a monologue to a dialogue “Social media has created a shift from push communication to a pull dialogue”-Forrester Research The brand is now in the hands of the consumer
  • 4. Social Media: What is it? Why does it matter? The Lecture is OVER! Show me a STORY! There are NO captive audiences anymore!
  • 5. Social Media: What is it? Why does it matter? Facebook: Over 400 million active users, 41% over age 35 YouTube: 84% watching video online, 54% ages 35-64 Twitter: More than 3 million “Tweets” each day Gender of social media users: 50/50 split Age Stats: 18-24 (75%), 25-34 (57%), 35-44 (30%), 45-54 (19%), 55-64 (10%), 65+ (7%) Since 2005, Adult use has more than quadrupled from 8% to 35% More than 40% of women over 40 have a social networking presence
  • 6. How do we use it?
  • 8. Twitter at Pickerington Local School District
  • 11. Why Tweet? -One of the easiest social media vehicles -More controls district side controls -Increase brand and maintain identity -Reach a new demographic -Target your message Don't be intimidated -You don't need to make a large investment into Twitter -Two sentence messages -5-10 min daily commitment
  • 12. Usages -A branding tool -Rumor Control -Testimonials -Reminder Notices How to Implement -Set-up an account -Create background image -Profile/links -Build followers
  • 15. Facebook 101 1. What is it? 2. Growth and projected users 3. Different types of pages (individual, fan, group) 4. Why use Facebook? 5. Reaching a variety of audiences 6. How it differs in privacy controls from other social media (MySpace)
  • 16. HI-POINT JOURNEYS CAMPAIGN at Ohio Hi-Point Career Center
  • 19. The Planning stage: Surveys of Students showed: Only 20% of parents read direct mail pieces, 14.3% of students did 97% of parents & students visit district website always or sometimes 70% of students preferred visiting Facebook or MySpace while online 23% regularly used photo sharing sites & watched online videos 58% read blogs regularly
  • 20. Outcomes/measurement: 2000 unique visits 12,100 page views avg. 2:20 seconds spent on site Loyalty: 58% returning visitors Relevance: 42% new visitors 350 facebook fans
  • 21. Outcomes/measurement: Enrollment trending up for next school year (100+ more students at this point over same point last year) Recruitment/community outreach has been “branded” Students have become part of PR team
  • 24. Blogging -Blogs allow you to communicate in a transparent and “real” way -Blogs can replace traditional print newsletters or other costly methods of delivering up-to-date news -Blogs allow you to tell a story and create a dialogue with your constituents -Blogs can be subscribed to allowing for easy delivery -Blog comments can be moderated and controlled for safety -Wordpress or Blogger are free!
  • 25. Problems & Obstacles 1. Lack of understanding - Youth usually more savvy than adults regarding social media types, functions - “Just a fad” 2. Fear of the unknown - New mediums continue to be tested - social media expands, so do the ways we use it. As - Strict legislation governing how students’ images are allowed to be used on the Internet - Legislation is really just emerging; lots of gray areas 3. Target audience - Not knowing how parents/community prefers to receive news about your district - Often a matter of lack of Internet access in larger cities, rural populations
  • 26. Problems & Obstacles HEADLINES WORRY SCHOOL DISTRICTS: Teens sue school over punishment for racy pics Summer vacation lingerie-and-lollipop photos were posted on MySpace - MSNBC, Oct. 30, 2009 Va. Student's Snow-Day Plea Triggers an Online Storm - Washington Post, Jan. 23, 2008 Conviction on lesser charges in MySpace case Mother guilty of misdemeanor charges in cyber-bullying in which girl died - MSNBC, Nov. 26, 2008 Facebook postings land N.C. teachers in hot water - Charlotte Observer, Nov. 23, 2008 State targets student-teacher communication New Louisiana law says all electronic communication between teachers and students outside of school must be reported - eSchool News, Oct. 19, 2009
  • 28. MYTH: It’s dangerous and uncontrollable FACT: It’s controllable with safety features and moderation controls
  • 29. MYTH: Social Media is a fad and only for kids FACT: It’s growth continues at astounding rates, it’s part of peoples’ lifestyles and the 35 and up crowd accounts for 41% of all visitors to the largest social site
  • 30. MYTH: It’s free and easy, anyone can do it, and it will have an immediate impact FACT: It CAN be free, it DOES take time and planning, not EVERYONE should do it, and it’s impact does take time and consistency
  • 31. MYTH: Social media will replace traditional communications and is immeasurable FACT: Social media should be PART of your outreach, along with traditional PR and marketing. It’s measurement is easier than traditional means, but is based more on relationship-building and engagement
  • 32. NEXT STEPS: Strategies for your school district Plan (Surveys, focus groups) Coordinate social media efforts across organization/Get support from administration, board Set policies and procedures, crisis procedures Evangelize and educate your staff (and constituents) Monitor and measure
  • 33. Benefits of social media: >Rapid response to rumors/criticism >Build a network of key communicators/ word-of-mouth >Dialogue w/constituents >On-going idea development >Provides testimonials >Create communities
  • 35. QUESTIONS? Contact Us: Lee Cole: lee_cole@fc.pickerington.k12.oh.us Shane Haggerty: shaggerty@ohp.k12.oh.us
  • 36. Follow us online: Ohio Hi-Point Career Center: http://twitter.com/ohiohipoint http://facebook.com/ohiohipoint http://www.hipointjourneys.com Pickerington Local School District: http://twitter.com/plsd http://facebook.com/wearepickerington http://www.youtube.com/WeArePickerington

Notes de l'éditeur