Sea Change: How Social Media Has Changed the Educational Landscape
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Transcript of Sea Change: How Social Media Has Changed the Educational Landscape
Sea Change: How Social Media Has ���Flattened the Educational Universe
Evelyn McCormack NSPRA 2011
The Back Channel: ���Today’s Meet
Keep the conversation going at
http://todaysmeet.com/nspraseachange
Today’s Wiki: ���Let’s Keep it Going!
http://socialmediaschoolpr.wikispaces.com
What We’ll Cover in 60 Minutes
• The Power of Social Media/Good, Bad, & Ugly
• Your Tools: Facebook, Twitter, YouTube and LinkedIn
• The Second Phase: Connecting Your Social Media Efforts
THE POWER OF SOCIAL MEDIA
THE GOOD...
Joplin Schools Post-Tornado
Facebook was the only method of communication after the tornado
The Bad...
• “If I stab someone, no one’s going to tell me it’s a knife problem. At the end of the day they’re just tools. How we use them will determine what happens.” -- Peter Shankman, social media consultant for Fortune 500 companies and
NASA.
The Ugly....
THE STATS
Where Are Parents Getting Their School Information?
• According to Ipsos North America’s December 2010 poll:
• 57 percent go to Facebook/Twitter
• 26 percent go to District website
Social Media Tools: ���The Short List
News Out
Facebook Twitter LinkedIn
eNewsletters Phone/email alerts
News In
RSS feeds Google alerts
Online subscriptions
Facebook • 1. Created 2004
• 2. 512 million active users; 250 million log on daily
• 3. 100,000 users age 64+
• 4. 310,000 users between 45–63
• 5. 300,000+ businesses now have FB fan pages, including hundreds of school districts
• 6. 100,000+ have FB on mobile devices
• 7. Use to drive traffic back to website, post photos, videos, news, announcements.
• 8. Post on FB should be brief and informal. Make it a conversation.
State Education Departments
Maryland, Kentucky, California, Arizona, Massachusetts, Indiana, Michigan, Arizona, South Carolina, Georgia, Iowa, etc.
PUBLIC EDUCATION OFFICIALS
Oklahoma State Superintendent
School Superintendents of
Alabama
Candidates for 4J School Board in Eugene, Ore.
Lawrence, Kansas
School Districts on FB
Joplin, MO 4,300 followers
Queensbury, NY 948 followers
Guilford County, NC 4,700 followers
Edgemont, NY 450 followers
Add tabs
1,300 fans, 1 year, 6 months
Cross-promote on Facebook
Facebook Insights
Number of page impressions
Apps on Facebook
Twitter on Facebook allows you to post your tweets on Facebook simultaneously.
The Selective Tweets app allows you to selectively post tweets on your FB fan
page using #fb. Free to install on fan pages.
Twitter • 1. Microblogging platform in 140 characters or
less
• 2. Launched 2006
• 3. 106 million registered users
• 4. 65 million tweets per day
• 5. 750 tweets per second
• 6. Use to post news & events, share links & photos
• 7. Drive traffic back to your district website
State Education Depts. on Twitter U.S. Indiana Michigan Ohio Idaho Michigan Kentucky
California Massachusetts Vermont Colorado Texas Education Agency South Carolina Florida West Virginia Arizona
Minnesota Iowa
Alabama Maryland Arkansas Georgia
Illinois
Twitter Apps Post photos on Twitter. Install on your mobile phone.
Seesmic (and other management tools) allows
you to monitor several Twitter & Facebook accounts at the same time. Also allows
you to schedule tweets.
School Districts on Twitter
Garden City, Long Island
SWBOCES
Park Hill, MO
Duval County Schools, FL
Get Listed: Twitter Lists
Lists of tweeters in common – educators, schools, etc., “curated” by one person. Thousands of Twitter Lists exist; to get listed, simply “follow” the list. Great for networking, getting ideas.
@schoolpr/k12schools
@mclobridge/ed-communications
Twitter Terminology
The Twitter Help Center can assist you with terminology like #hashtags, @ symbols, and how Twitter works in general.
hashtags.org allows you to search for hashtags or track conversations based on hashtags. This conversation is about
#nspra11.
Twitter Anatomy
What’s trending/what people are talking about
Suggestions on who you might want to follow
The wall
# of people you follow; your followers
Were you there?
YouTube
-- Video sharing website -- Launched 2005, bought by Google in 2006 -- 2 billion+ viewers a day -- More video uploaded to YouTube in 60 days than all 3 major
networks created in 60 years ���
YouTube Dublin, CA Schools OneDublin
Sioux City SD Schools SiouxCityCommSchools
Wisconsin Department of Instruction
WisconsinDPI 83,000 video views
Guilford County, NC Schools
GCSchoolsNC 19,000 video views
Build a Channel
1. Turn off comments on your channel and each video after uploading. 2. On profile page, include district logo, mission statement, address, website, contact info. 3. If there is too much concern about YouTube, Vimeo is a free alternative.
Ohio Hi-Point: 70 videos posted
3,600 channel views 12,000 video views
White Plains: 12 videos posted
908 channel views 2,200 video views
The Second Phase: Connecting Our Social Media Efforts
Linke Text Links to social
media
Testimonial videos from alumni
Denver Academy YouTube videos on Facebook
White Plains YouTube tab
Featured Video Rotates
Made with: YouTube for Pages app provided by Involver
White Plains City Schools Facebook Welcome Page made using Involver (free)
Customized Tabs and Apps for Facebook: Third-Party Tools
Sites allow you to add free apps, and have Basic plans that permit
you to add apps to 1 or 2 fan pages, or limit the number of
apps you use.
The Facebook “Like” Button
The FB “like” button allows readers who are on FB to “like” the article.
My decision to “like” a page shows up in my
FB feed
“Like” Button Code
<html>! <head>! <title>My Great Web page</title>! </head>! <body>! <iframe src="http://www.facebook.com/plugins/like.php?href=YOUR_URL"! scrolling="no" frameborder="0"! style="border:none; width:450px; height:80px"></iframe>! </body>! </html>!
replace with URL of your webpage
Fill in here with a title for your page, ie, SWBOCES grad video
The AddThis Button
AddThis gives you html coding to insert at the
end of information you’ve posted on your
website. People can click on buttons to
generate more traffic. Here’s what it looks
like:
AddThis Choices
Connect Your Accounts...
Go to Account Settings, choose Activity Sharing
Share your activity with your FB, Twitter accounts
Promote Your Social Media
Blended Pages
I Am CPS, the blended social media page of the Cincinnati Public Schools
Blog Feeds
Facebook page link
Twitter Link Featured YouTube Video
At bottom of Ohio Hi-Point website home page. Feeds from all Ohio Hi-Point’s social media sites.
Northfield Mount Hermon’s NMH Book
Flickr photos
NMH blog posts Facebook
Feed
Twitter Feed
YouTube Videos
Beg, Borrow, Steal...
Steal ideas from independent private schools, universities, and charter schools. They’re more proactive on social media than public schools.
Green Charter Schools
EdSocialMedia
YouTube Edu
The New LinkedIn
• 85 percent of human resources people to go LinkedIn first when looking for a job candidate.
• 85 million members
• 200 countries
• LinkedIn now has Jobs, Company pages, Groups, and Questions feature.
LinkedIn: Company Pages
1st person to click on “edit” tab can begin to edit the company page
Other SWBOCES employees in my network
1. Go to Overview page 2. Under Company Pages Admins, choose Designated Users Only 3. Choose“Publish” 4. Add company Twitter & blog feeds to the page
Caveats & Advice • 1. Contact Twitter, Facebook, YouTube to report fake accounts,
spam, inappropriate comments.
• 2. Develop social media strategy/policy, if you don’t have one.
• 3. Write disclaimers/guidelines for use and post them on Twitter, Facebook, YouTube pages.
• 4. Link to disclaimers and guidelines from website home page.
• 5. Conduct public presentation about how district is using social media. Preferably, at a school board meeting & televised district-wide.
• 6. Turn off comments on YouTube channel and each video posted on YouTube.
• 7. Otherwise, be transparent.
“News In” and Monitoring Tools
RSS Feeds & Readers
Sign up for free iGoogle account and get RSS feeds from your fave sites
Category pages
Individual feed boxes, which can be moved around, deleted, moved to another category.
Other Feed Readers
Netvibes
My Yahoo
RSS
Bottom of NY Times home page
NYTimes Education Feed
Look for this symbol
google alerts Sign up to receive email alerts anytime your
district is mentioned on the web.
Alerts summary for ‘White Plains schools’
Enter search term in box, decide frequency, and choose ‘create alert.’
The Future?
They do the work for you.
Email/phone alert companies are now offering Facebook and
Twitter integration to help push out messages, news,
announcements
Great Places to Visit
• Our Wiki
• SchoolMessenger’s Facebook 101 Guide
• Mashable’s Guide to Twitter
• Mashable’s Guide to Facebook
• Facebook in Education Guide
• www.slideshare.net/evelynmccormack
Remember... • Government should be transparent, with
information about agency operations and decisions available to the public online.
• Government should be participatory, tapping the collective expertise of the American public in government decision-making processes.
• Government should be collaborative, using technology to share & cooperate with other agencies, businesses and non-profits, and the public at large.
-- Barack Obama’s Open
Government Directive
Evelyn McCormack 914-592-4203 ext. 3412
[email protected] www.schoolcommunications.com
Twitter : @evelynmccormack