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Michael's Presentation to the 2020 PEJE conference on how schools can effectively and responsibly use social media to connect with key audiences, build key communities, and deliver on their communication goals.
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Social Media With a Strategy
A Primer for Schools Building Communities Online
Michael Hoffman: See3 Communications
Prepared for PEJE
Presented by Michael Hoffman, CEO, See3
Michael Hoffman: See3 Communications
Today’s Session
How many times have board members or parents asked how your school is using Twitter or Facebook? As if you don't have enough to do! The shiny objects of new technologies can suck time and money from your staff and distract you from key priorities. But these tools are also revolutionizing communications and allowing you to build relationships that can lead to more students, an increased donor base, and a better community reputation for your school. Participants will gain a big picture understanding of what is needed to make appropriate and effective decisions about social media and see how real-life institutions use social media to advance their goals.
About Me
About See3 Communications
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There’s a LOT of Social Media Out There
Michael Hoffman: See3 Communications
(a whole lot)
Let’s Start with a Stretch
Raise your hand if you are active on a Social Network – Facebook, Twitter, Etc.
Don’t Panic.
Graphic from HubSpot
Social Media is Not about Technology
• Building Relationships• Telling a Story • Listening• Showing Transparency• Being Accountable
Social Media is About
Why Use Social Media?
Monitor your school community and your supporters
Find new stakeholders and build a following
Help members stay connectedPromote publications, events, and staffRaise awareness, stimulate discussionQuickly and effortlessly get a message
out where people will see itRecruit and fundraise
Communities (Like Yours) Are Moving Online
Your Constituents Depend on Their Social Networks for Information…
…Make sure your school is giving them what they need where they’re looking for it.
• What events, initiatives, announcements, and new programs are you trying to communicate?
• Are you ever frustrated that an email is, at worst, a 1 way conversation?
• Do you want to start conversations with parents? Alumni? Students?
• Struggling to show a link, a video, or just share your thoughts in a way that people actually notice and promote?
• Do you feel like your website isn’t always enough to make a strong connection with prospective students, parents, and donors?
Concerns? They’re Reasonable.
Student Privacy, Appropriate Content, Cyberbullying are all Valid Concerns…But Social Media is About Open and Transparent Conversation. With Responsible Stewardship You Can Foster a Positive and Productive Network.
• Whenever minors are concerned, privacy is a concern.• How do I moderate content to ensure it’s appropriate?• How do we teach our limited staff to manage all this
conversation?• Are there legal risks?• I don’t feel comfortable going social if I don’t know the
appropriate controls to ensure safety and positivity
The Key = Responsible Mgmt.• Define the role of your pages/platforms. Make sure that all parties
who are managing these are completely aware that what they post must at all times be in line with the core purposes
• Example: Class related questions, staying current with alumns, showing off classroom related projects
• Conversely to the above, concretely define what can not happen on social media pages
• Example: critical commenting on students, discipline, or community members, revealing personal identifying information
• Define who is responsible for best practices (and page creation), create a training program, and ensure that all people who have access complete and sign-off on the training
• Each page should include legal disclaimer with a statement of purpose approved by your legal counsel
• If possible, release of use of image should be extended to social media (you are using this for marketing after all) and included into contracts
Volume◦# of fans, followers, views, hits
Engagement◦comments, time spent on site, RTs, shares, blog
mentionsActions
◦donations, sales, event attendees, signatures, sign-ups
LISTEN!◦Above all, social media is conversational. Like
any good conversation it lets you find out what a person is thinking, what their concerns are, what they like, and what they don’t
Measure Impact
• Personal social network• Set up fan page for your organization• Share updates, photos, videos, links• Ability to run local, targeted ads
Far and away the #1 social networking site. Huge swaths of your audience are on Facebook
Create fan page for your organization or your issue
Share links or videos from gatherings or trips – or related topics
Organize an event and invite Friends/FansCreate a targeted ad to extend your
audience or publicize your event
Use Facebook
As an AdvertisingTool
As an Advertising Tool
• FB ads come in multiple unit types, can be targeted to specific demographics (like age, geography, and what schools they attended)
• Bid based system lets you control how much you spend if you want to purchase impressions or interactions
• “Micro-blogging” – 140 characters• Share updates, news, links, promotions• Build a “following” and “follow” other users -
good for high profile personality• Stay updated on industry trends & news
Use Twitter
Use Twitter Search (http://search.twitter.com) to find people discussing your issue
Monitor news using Tweetdeck or Hootsuite
Determine your best content by tracking clicks (use a URL shortener such as bit.ly or tinyurl.com)
Ways to Use Twitter
Manage Using TweetDeck or HootSuite
• Build a personal or organizational “Channel”• Upload and view online videos• Popular search engine
Use YouTube
Promote an event with a simple slideshowGet members of your school on cameraShow your supporters behind-the-scenes
videosHost a weekly vlog (video blog) Curate videos on a topic using playlistsEmbed your and other videos on your site
or on Facebook pages
Ways to Use YouTube
Source: Nielsen//NetRatings (December 2009) - US audience.
48%27.3Female
52%29.8MaleGender
19%10.955+
21%11.945-54
22%12.335-44
19%11.118-34
19%11.0<18
–57.1AllAge
% UsersUsers (M)
In 1 Minute24 hours of video are uploaded to YouTube
#3 Biggest Site in the WorldBigger than MSN and Wikipedia
58 MinutesAverage time spent on YouTube
Storytelling With Video
Use WordPress
• Blogging platform• Post thoughts, updates, photos regarding
your work• Manage discussion through comments
features
Ways to Use Blogs
Share thoughts and news from your organization (one personal view, organizational view, multiple views, guest views)
Tell a deeper story about a topicCan be used as a microsite! Easy CMS
system
5 Key Takeaways
Find out where your audience is already online - don’t be afraid to ask them!
Staff your social media presence smartly (task force, social media manager)
Write a social media policyDon’t forget to listenGo deep, not wide
• Assess your goals and see where a potential social media plan fits
• Create a social media use policy inclusive of who owns pages, who posts pages, what can go up, and what can never go up
• Set up Facebook, Twitter, and YouTube accounts (it’s easy, trust me)
• Begin driving new members to your network using your existing communications and watch your network grow
5 Things You Can Do Right Now
