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This survey was conducted from June 2 through June 19, 2015. 399 NSPRA members responded. All rights reserved. You may not reproduce or transmit any part of this publication in any form without permission from the National School Public Relations Association. © NSPRA 2015 Electronic Communication Survey

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This survey was conducted from June 2 through June 19, 2015.

399 NSPRA members responded.

All rights reserved. You may not reproduce or transmit any part of this publication in any form

without permission from the National School Public Relations Association. © NSPRA 2015

Electronic

Communication

Survey

Electronic Communication Survey

1

Electronic Communication Survey

Is social media use a part of your district’s strategic communication plan? 358 respondents said yes, 12 said no, and 29 said they don’t have a plan.

n=399

Does your district have a social media policy in place? 283 respondents said yes and 113 said no.

n=396

90%

3%

7%

Yes

No

We don't

have a plan

71%

29%

Yes

No

Electronic Communication Survey

2

Check all of the social media tools that your district has a profile on. The top 10 social media tools that districts use (in order) are Facebook, Twitter, YouTube, their own

mobile app, LinkedIn, Instagram, Google+, their own blog, Vimeo, and Pinterest. Less popular

platforms include Flickr, SlideShare, Skype, Vine, Periscope, and SchoolTube. 18 respondents also said

that they use a social media tool not listed, and they shared what these tools were called.

372 357

277

124 121 113

91 77 74

63 53

33 33 19 17

7 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 0

50

100

150

200

250

300

350

400

Fac

ebo

ok

Tw

itte

r

Yo

uT

ub

e

Mo

bil

e A

pp

Lin

ked

In

Inst

agra

m

Go

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Blo

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Vim

eo

Pin

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Fli

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Sch

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Sk

yp

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e

Per

isco

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Mo

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ite

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site

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atch

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utt

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ant

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apch

at

Electronic Communication Survey

3

What would you say are the three social media tools you use most often? The top three tools respondents said they use most often are Facebook (96%), Twitter (88%), and

YouTube (47%). No respondents said that they use SlideShare or Vine most often.

373

343

182

39 31 27 25

16 14 12 7 5 3 2 2 0 0 0

50

100

150

200

250

300

350

400

Electronic Communication Survey

4

Which three social media tools would you anticipate using most often

three years from now? Member said that they most anticipated using Twitter (75%), Facebook (67%), and YouTube (39%) most

often three years from now. They also believed they would use Instagram (29%), something that

doesn’t even exist yet (23%) or their mobile app. Members least thought they’d be using SlideShare,

Skype, or Vine three years from now.

292

262

152

112

90 85

29 22 17 15 14 13 10 8 4 3 1 1

0

50

100

150

200

250

300

350

Electronic Communication Survey

5

What content do you share most often on your district social media

profiles? Members are most likely to share information and images from events on social media profiles, as well

as highlighting effective programs. They were least likely to share financial or election information.

Many schools also reported sharing good news and celebrations on social media, as well as student,

staff, school, and district accomplishments. They often retweeted or shared news coverage about their

schools.

319

206

187

167

136

41 36 20

11 4 3 2 2 1 1 1 1 1 0

50

100

150

200

250

300

350

Electronic Communication Survey

6

Do schools in your district have their own individual social media

presences? Most of our survey participants (79%) reported that their schools have their own individual social

media presences, independent of the school district. The rest did not.

n=393

Which social media tools do schools in your district use? 309 respondents said that schools in their district had their own unique social media profiles. Most

schools that have their own individual social media presence have Facebook profiles (92%); Twitter

handles (82%) and/or a YouTube channel (31%).

79%

21%

Yes

No

283

253

97

73

31 27 20 17 17 16 14 10 8 4 4 1 1 1 0

0

50

100

150

200

250

300

Electronic Communication Survey

7

If individual schools have their own social media profiles, who administers

them? Of the 309 respondents who said that individual schools in their district had their own social media

profiles, most respondents reported that school staff or the principal administers them (about 75% of

responses, combined), but in some cases, district communication professionals or other district

employees administered them. Parent and student volunteers accounted for approximately 10% of

social media administrators.

Does your superintendent or other district/school administrator maintain a

professional social media presence on behalf of the district? Ten percent fewer respondents said that their district or school administrators or superintendents

represented their schools or districts on social media in an official capacity.

n=396

209 191

53 45

8 4 3 2 1 1 1 0

50

100

150

200

250

45%

55%

Yes

No

Electronic Communication Survey

8

Which social media tools do superintendents and other district/school

administrators use on behalf of the district? Of the 179 respondents who said that they superintendent uses social media, the most popular

response to this question was Twitter, with 92% of responses. The next most popular tools were

Facebook and a blogging platform. Other responses were staggered.

Does your district use infographics? Most districts (nearly three-quarters of respondents) do not use infographics.

n=393

165

50

23

9 9 7 7 4 3 3 1 1 1 0 0 0 0 0

20

40

60

80

100

120

140

160

180

28%

72%

Yes

No

Electronic Communication Survey

9

How many infographics did you share in the 2014-2015 school year? Of the 102 respondents, nearly 80% shared 10 or fewer infographics last school year. It is not a trend

that has caught on in school districts yet. One district shared about 250 infographics last year alone.

n=102

How many infographics do you plan to share in the 2015-2016 school

year? Of the 168 respondents to this question, a little bit more than half (58%) intend to share between one

and 10 infographics. Fifteen percent of respondents who used infographics last school year do not plan

to share them again. One district plans to share approximately 400 infographics in the next school year.

n=168

64%

15%

8%

5%

5% 2% 1%

1-5

6-10

11-15

16-20

21-30

31-50

51+

15%

38% 20%

9%

8%

7%

2% 1% 0

1-5

6-10

11-15

21-30

16-20

31-50

51+

Electronic Communication Survey

10

Do you have a district mobile app? Almost half of our respondents have developed a mobile app for their district. The other half are still

holding out.

n=395

If you do not have an app, when do you plan to develop one, if at all? More than one-third of respondents intend to develop an app for their district within the next year. The

majority of respondents intend to develop an app within the next three years. Less than one-third of

respondents say that their district does not plan to develop an app at all.

n=203

48%

52%

Yes

No

34%

29%

8%

29% Within the next year

Within three years

Within five years

No plans

Electronic Communication Survey

11

Does your district website use responsive web design? Nearly three-quarters of respondents’ district websites are responsive, meaning that their contents can

change proportion depending on the screen being used to access the information.

n=391

Thanks to the nearly 400 NSPRA members who participated in this survey. If you have any questions,

please contact Katie Hood at 301-519-1221 or via email at [email protected].

70%

30%

Yes

No