1. CASBO 2012 Ronna JohnstonDirector of Web Communications
University of Northern Colorado
2. Todays Topics What is Social Media? Why should schools and
districts use social media? How can social media be used? How do
you measure results?
3. How Many of You Personally Use Use Facebook? Use Twitter?
Use YouTube? Have a LinkedIn page?
4. How Many of Your Schools orDistricts Have a Facebook Page?
Twitter Account? Any Other Public Tool? Specialty Tool?
5. What Is Your Role?
6. What Is Social Media? Online communities created by users,
including businesses, to share ideas, personal messages and other
content such as photo and video.
7. Oh. My.
8. Big Three Facebook YouTube Twitter
9. It Is Another Tool Newsletters Email Presentations Web
Social Media
10. Repurposing Content Web Email Content Newsletters Social
Media
11. Why Use Social Media? Want to be where your users are If
Facebook was a country, would be third most populated Facebook 900
million people worldwide 163 million in the US.
http://www.checkfacebook.com/ Twitter 500 million users
13. Branding Overlooked aspect Consistent image, tone and
message You want to influence your schools image We used to be able
to control image Social media has drastically changed our
control
14. Public Relations Closely related to branding Media may pick
up tweets You can point back to positive media stories
15. Communications This is the main reason Quiz A. Newsletters
B. Emails C. Texts D. Website E. Social Media
16. Foundations for SuccessPolicyPlanningPersistence
17. Who Is Involved? Yes, its a resource issue Can have
multiple Facebook administrators Must share Twitter account logon
and password Can a parent committee help? Can a student help? Ask
for posts to be sent to the administrator Need a structure, cant be
an afterthought
18. Get Started Social Media Policy or Guidelines
http://www.unco.edu/websupport/social/social_medi a_guidelines.html
http://www.facebook.com/communitystandards
http://support.twitter.com/articles/18311-the-twitter- rules#
19. Planning a Page Who is our audience? Parents Students
Community members Lawmakers School Board members Prospective
employees School employees
20. What Are Our Goals? Overall goal: Increasing engagement,
awareness and understanding Specific strategies Creating buzz about
events Help people keep up with deadlines Announcing awards and
highlights Fundraising Providing safety information Connecting
people Getting feedback and ideas Answering questions
21. How Will We Keep Content Fresh? Set up a schedule for posts
and tweets Dont spam followers/fans Blue Fuego: three times per
week acceptable
22. How Will We Keep Audiences Engaged? Conversational tone
Call to action posts and tweets Questions Photos PollsAsk them what
they want
23. Specific Ideas Sporting events School closures New teachers
Educational news and relevant articles Facilities changes
Fundraisers Student highlights Crisis communications
26. More Advice About Content Court your champions Dont try to
be everything and everywhere Pay attention to the page and account
Dont panic about negative comments Have a set of internal
guidelines about negative comments
27. Specific to Twitter Retweet other tweets Watch for mentions
about your school Search for your school using the # Use it in
breaking news situations Learn the language @, RT, #,shoutout
28. Promote Add links to Website Newsletter Emails Ask your
teachers and parents to help you by posting to their pages Like
other pages Announce it at events and meetings Partner with
community entities like the Chamber
29. How To Measure Hot topic Not a retail site # likes or
followers # retweets Comments Tone Facebook Insights