how to amplify your social media on twitter: case-nais 2013
DESCRIPTION
Stephen Johnson, Director of Communications, Windward School (California) (@burma999), helps independent and private schools identify how to share your school’s story in a way that makes your story worth tweeting about. Part Two of the edSocialMedia Pre-Conference Forum.TRANSCRIPT
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How to Amplify Your School’s Social Media Beyond the Basics
The Social Media Playbook
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Twi?er is an online social networking service and micro-‐blogging service that enables its users to send and
read text-‐based messages of up to 140 characters, known as "tweets.”
-‐ Wikipedia
A Basic DefiniBon of Twi?er
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(i.e., What Should You Know How To Do?)
What Are the Basic FuncBons of Twi?er?
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(i.e., What Should You Know How To Do?)
• How to set up an account• How to set up a profile• How to Tweet• How to follow others
To learn the basics, refer to Mashable’s “TwiGer Guidebook” at hGp://on.mash.to/EQU82 or blogger Brendan Schneider.
What Are the Basic FuncBons of Twi?er?
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“Don’t think of picking the right tool, but pay a?enBon to what kind of interacBon the tool enables or magnifies.”
-‐ Liz Allen (from Currents Magazine, April 2012)
An Idea of Twi?er Beyond the Basics
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How do we go beyond the basics?
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The Basics• broadcasXng news and updates from your school
How do we go beyond the basics?
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The Basics• broadcasXng news and updates
Beyond the Basics• having conversaXons (begin by listening)• making connecXons (get outside of your community)
• engaging followers (promoXon is easy)
• building relaXonships (ask for and offer help and feedback)
How do we go beyond the basics?
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Great Examples of Schools That Go Beyond the Basics with Twi?er
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Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
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Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
Gould AcademyBethel, ME@gouldacademy
• Good mix of the every-‐day, arXcles, photos, video, news stories
• Tucker Kimball, Director of CommunicaXons @tuckerkimball
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Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
Windward SchoolLos Angeles, CA@windwardschool
• Put a widget on your homepage
• Low-‐cost involvement, users don’t have to log in or subscribe
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Use TwiGer in TIMES of EMERGENCY
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Bay Ridge Preparatory SchoolBrooklyn, NY@bayridgeprep
• Used TwiGer to communicate about Sandy related closings, fundraisers, etc.
• On TwiGer since 2009
• Tweets family-‐related and educaXon-‐related arXcles and resources
Use TwiGer in TIMES of EMERGENCY
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Use TwiGer to BUILD AN ATHLETICS COMMUNITY
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Harvard-‐Westlake School Los Angeles, CA@hwathleXcs
• 2,400 followers
• Avenue of communicaXon and info for parents
• Put link on all team pages
• Post all U/S scores and highlights
• Reaches reporters (LA Times)
• Live-‐tweet big away games so community can follow
• AthleXc Director Vince Orlando
Use TwiGer to BUILD AN ATHLETICS COMMUNITY
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Use TwiGer to GET YOUR HEAD OF SCHOOL to GO SOCIAL
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• 1422 followers, main
• 318 followers, HOS
Loomis Chafee SchoolWindsor, CT@loomischaffee@SCulbertLC
Use TwiGer to GET YOUR HEAD OF SCHOOL to GO SOCIAL
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Windward School Los Angeles, CA#wwhc13/socialHomecoming Project
• Drove folks to the /social• mash page and WW
website
• Used our Social Ecosystem (FB, TW, blog, photos, video) to create awareness and excitement
hGp://bit.ly/UOhg5W
Use TwiGer to CREATE SPECIAL EVENTS (use hashtags)
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Dr. Leshin’s visit to campus in fall 2012
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Two months later . . .
Our RoboXcs team does well at Vex CompeXXon, so . . .
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Two months later . . .
Our RoboXcs team does well at Vex CompeXXon, so . . .
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
@VexRoboXcs retweets and Vex and Dr. Leshin now follow us. We have a TwiGer RELATIONSHIP! (Ooooo!)
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Windward School Los Angeles, CA
• RT’ed by @rpinews: 2,124 followers
• RT’ed by @rpiscidean and NASA scienXst Laurie Leshin, 436
• WW sent future tweets re science/roboXcs – a relaXonship!
• NEW STORY! @VexRoboXcs retweeted, nearly 5,000 folowers.
• Using handles, built connecXons with influencers and friends
Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Next step for Windward CommunicaBons:
Geong key faculty to tweet professionally using @WindwardSchool and using handles and hashtags of our partners.
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Use TwiGer to ENERGIZE YOUR COMMUNITY
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University of Wisconsin-‐MadisonMadison, WI#Uwrightnow: 24 Hours in the Life of UW
• 1,018 stories, photos and videos, tweets posted – crowd-‐sourced
• 14,000 unique visitors in 24 hours
• Visitors from 50 states and 95 countries
• Visitors spent five minutes on the site on average
• 20% of visits happened on mobile devices
• 8,000 shares on Facebook and TwiGer
hGp://bit.ly/TamWdo
Use TwiGer to ENERGIZE YOUR COMMUNITY
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Use TwiGer to ENGAGE YOUR ALUMNI to GIVE
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University of Wisconsin-‐MadisonMadison, WIThe Bucky Challenge@uwmadison, @buckybadger#4bucky
• An alum family offered to give $1 for every new Facebook and TwiGer follower to UW-‐Madison and WAA
• Result: 20,000 new likes/follows; $20,000 raised for scholarship fund
• The future of social in educaXon: beyond building community to making conversions (raising money, etc.)
hGp://bit.ly/Ubr6SehGp://youtu.be/PEPteGL1xzk
Use TwiGer to ENGAGE YOUR ALUMNI to GIVE
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15 Minutes a Day
• 5 minutes replying• 5 minutes re-‐tweeXng• 5 minutes promoXng yourself
-‐ via SEOmoz
How to Find the Time to Tweet?
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• Get retweeted (make great content, use hashtags, use quotes)
• Make it easier to share content (buGons on website)
• Add links (through bitly)
• Tweet short smartphone photos/vids
• Direct traffic to your site with links to important arXcles, photos, and donor pages
• Use direct appeal: “Please RT,” “Share this on TwiGer,” “Tell a friend!”
• Put your handle on all advancement and admissions materials and on all faculty/staff email signatures (branding)
• Figure out the best Xmes to tweet and automate (Tweriod, Hootsuite)
Other Twi?er Tips and Tricks
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• @edsocialmedia• @schneiderb – Brendan Schneider• @cassdull – Cassie Dull• @wsXtes – Willliam SXtes• @lizallen-‐ Liz Allen• @lorriej – Lorrie Jackson• @tuckerkimball – Tucker Kimball• @TravisWarren – Travis Warren, Whipplehill• @SEOMoz• @meetcontent
• good universiXes (UW-‐Madison, USC, BU, Tuvs, Harvard)
Follow some of the best
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