Betsy Overkamp-Smith, APR York County School Division Navigating the Social Media Landscape.
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Transcript of Betsy Overkamp-Smith, APR York County School Division Navigating the Social Media Landscape.
Betsy Overkamp-Smith, APRBetsy Overkamp-Smith, APRYork County School DivisionYork County School Division
Navigating the Social Media Navigating the Social Media LandscapeLandscape
Today’s Agenda
1. Why We Should Care About Social Media2. Power & Pitfalls3. News Media Goes Social4. Implementation Considerations5. All Media Tenets6. Questions?
Social Media Stats• Facebook:– More than 800 million active users – Average user has 130 friends and is connected to 80
community pages, groups & events– On average, more than 250 million photos are
uploaded per day– Each user spends about 350 minutes a month on the
site• YouTube:– People are watching 3 billion videos a day– Every minute, 48 hours of video is uploaded
Social Media Stats
• Twitter:– 100 million active users – 40% have not Tweeted
in last month– Users send an average of 230 million Tweets per
day
• Google+:– 25 million users– Took 16 days to reach 10 million users– Still in development
Power & Pitfalls of Social Media
Power• Gives individuals a
place to share their ideas, concerns
• Expands your reach for recruiting & networking
• Quickly, easily reach large audience
Pitfalls• Small number of voices
can outweigh silent majority
• Majority of interactions may be of minimal value
• Sometimes too quickly, too easily
Power & Pitfalls of Social Media
Power• Instantaneous
feedback from community
• Extension of your brand – enhance reputation as a trusted source of information
Pitfalls• Little to no control over
who provides feedback, quantity & quality of feedback
• Employee misdeeds are amplified, damaging trust
• You do not have control over the medium
Information on Schools
“How People Learn About Their Local Community”, Pew Research Center, Sept. 2011
Power & Pitfalls of Media Gone Social
Power• More space for news &
features• Options for multi-
media content• Interactivity• Opportunities created
for sharing opinions
Pitfalls• Unlimited space filled
with unfiltered content• Internal documents/
private communications posted for all to see
• ‘Sources’ may not have correct information
• Anonymous comments & limited management
Considerations
• Do you have a goal or objective?– What is it?
• Will a new communication channel help you meet your goal/objective?– Yes? Get started!– No? Would improving an existing channel be
faster? More effective?
Before You Leap
• You must have the resources – specifically, time – to regularly post
• You must have the resources to regularly monitor
• You should have policy or procedures to guide employees
• You should have a purpose and a plan
National School PR Assoc. Survey
Communication Accountability Program Survey, NSPRA, 2011
National School PR Assoc. Survey
Communication Accountability Program Survey, NSPRA, 2011
What Information Do Parents Want?
• Most interested in:–Curriculum/program changes–Descriptions of curriculum & programs–Calendar of events/meetings–Graduation/course requirements–Performance compared to surrounding
schools
Communication Accountability Program Survey, NSPRA, 2011
10 All Media Tenets
1. You are always a board member (or Supt.!) 2. Add to the conversation with the
information & insight that comes with your position
3. Respect the time & attention of others4. If you ask the question, be ready to rapidly
and honestly respond to the answer5. Have your facts straight – you are THE
trusted source
10 All Media Tenets
6. Speed matters, but content matters more7. Follow all laws & district guidelines –
including FERPA, HIPPA, copyright, etc.8. Personal relationships matter when
mistakes are made9. Authentic apologies will move you forward
and help you address issues10.Before you post, take a breath, THINK, then
post
Even If You Don’t Launch…
• Improved interactivity, both digital & personal, is essential– There will always be people who you will not be able
to engage– People are busy – creatively problem solve when you
need involvement
• Open, honest communication improves trust• Transparency in decision-making strengthens
partnerships with parents, students, community
Information Sources
• 17% of adults get info about their local community through social media.
• 55% get their local info from word of mouth.
“How People Learn About Their Local Community”, Pew Research Center, Sept. 2011
Betsy Overkamp-Smith, APRBetsy Overkamp-Smith, APRYork County School DivisionYork County School [email protected]
757.898.0391757.898.0391
Navigating the Social Media Navigating the Social Media LandscapeLandscape