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

12. Forbes MagazineAugust 23, 2012 http://www.forbes.com/sites/do rieclark/2012/08/23/why- public-school-leaders-must- embrace-social-media-now

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

24. Your IdeasHow can you contribute to content?

25. Examples http://www.facebook.com/GreeleyEvansSchools http://www.facebook.com/pages/Thompson-School- District/146384645373800?ref=ts http://www.facebook.com/pages/Bethke-Elementary- School/141914602496111 http://www.facebook.com/pages/Katy- ISD/113148448705253

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

30. Facebook Insights UNC

31. Resources Listening http://www.socialmention.com/ http://technorati.com/ http://www.google.com/alerts Management http://hootsuite.com/ https://www.postling.com/ http://sproutsocial.com/

32. General Information http://mashable.com/ http://www.seomoz.org http://www.socialmediaexaminer.com/ http://dagamawebstudio.com/ http://www.getfreshpr.com/2011/04/how-school- districts-can-use-social-media-to-build-community/ http://www.slideshare.net/vandda/what-every- school-districts-needs-to-know-about-social-media

33. Questions