School Community COMMUNICATION PLANS to include Social

School – Community COMMUNICATION PLANS to include Social Networking / Media Tuesday, June 28, 2011 9: 00 a. m. – noon Lakeshore Alliance for Student Success, Inc Edward Schoenfelt, Executive Director 220 S. 13 th Street, Chesterton, IN 46304 -2104 219 -309 -6120 - cell / office 1

WORKSHOP 1. 2. 3. 4. 5. 6. 7. 2 8. agenda An insiders guide to Web 2. 0 Effective social media strategies [ always in 3 rd Person writing guidelines Max Muller & Associates LLC ] Policy examples [ Jane Mobley Associates – Platte CO R-3, East Baton Rough & Barrow CO Schools examples ] Easy social media wins [ ragan. com ] 10 ways to enrich your schools / town/ company Facebook page [ affectstrategies. com ] Generation M 2 [ Kaiser Family Foundation – 2010 study ] 20 tools for tracking social media marketing [ by Merle mcpromotions. blogspot. com/2010/01/yourearsburining ] 7 ways educators can us facebook [ www. Facebook. For. Educators. org ]

Introductions Bow Ties at daughter H S graduation Open House Zachary, Ed, Macenzie and Alex I’ve been married for 30 years to Deb we have these great young adults in our lives. I’ve been a TEACHER my whole life. Deb & Macenzie 3

Communication Cycle • Sending • Receiving • Coding Great idea for summer vacation Not that camping trip • Decoding • Processing • Additional info • Questioning 4 Maybe a real vacation this year

Communication Plan What is it? Can it be improved? How effective? What is the target? 5

1. Insiders Guide to WEB 2. 0 What is WEB 2. 0 ? - ( n ) the internet viewed as a medium in which interactive experience, in the form of blogs, wikis, forums, etc, plays a more important role than simply accessing information. “ With some candidates in the 2008 Presidential election embracing every facet of Web 2. 0 to get their message out…your next president may be no further than a friend-add on Facebook. ” – Time Magazine 6

1. WEB 2. 0 According to Jupiter Research, 70% of viral marketers report increasing brand awareness as one of the most successful areas of their social marketing campaigns. With more than 70 million active users, Facebook is the Internet’s leading social utility. Facebook Pages give businesses the opportunity to build a consumer base, sell products, run promotions, schedule appointments or reservations, share information, and interact with customers. Today, hundreds of thousands of leading brands, restaurants, hotels, writers, filmmakers, bands, and retailers are leveraging Facebook Pages to reach consumers. 7 Towns / Schools / Businesses have the ability to expand their revenue base and acquire new customers through free Facebook Pages enable customers to interact, learn, purchase, and spread the word about your business to their friends. The key is Facebook’s stable and trusted platform, which gives companies the ability to connect with consumers and participate in the conversations they’re already having with their friends about their favorite local spots, artists, films and brands. This regular interaction gives businesses the opportunity to connect with existing and new customers as effectively as a face-to-face meeting.

1. WEB 2. 0 Keys to Using FACEBOOK Make business personal 2) Update your Facebook Page frequently 3) Harness the power of News Feed 4) Choose the applications that are best for your business / city / school / town 5) Promote your Page through Facebook Ads VIEW my fb page to see - Jefferson City & MIZZOU Advantage -sites 1) 8

2. Effective Social Media Strategies Evaluate the Potential (handout # 2 Vocus Whitepaper) Building Your Strategy 1. Take Time - Listen, Don’t Just Jump In 2. Identify Spokespeople, Don’t Dilute Message 3. Communicate the Strategy, Don’t Allow for Confusion 4. Set Priorities and Goals, Don’t Try To Do It All 9

2. Effective Social Media Strategies 5. Provide Consistent Content, Don’t Simply Dabble 6. Find Quality Followers to Engage, Don’t Worry About Numbers 7. Be Prepared for Success, Don’t Forget to Plan 8. Evaluate Impact, Don’t Continue Blindly 9. Manage Investment, Don’t be a Twitter Quitter 10. Show Measurable Results, Don’t Depend on Superficial Results to Show Real Value of your Plan 10

3 a. Policy Development 11

3 a. Policy Development 12 For any policy development approach, the keys are and to regular review. “FRAMEWORK” Step 1: Touch base with leadership Step 2: Convene a core working group to discuss: - 3 possible objectives tailored to organizational Mission and Strategy - Potential benefits of using social media? - What are the perceived risks? - Which do’s and don’ts to include? - What additional information do we need?

3 a. Policy Development Step 3: Ensure follow-up Make assignments and set a time for follow-up - Circulate a discussion summary - Draft a separate convergence and divergence document - Start listening/monitoring the conversation in your space Step 4: Convene again within two weeks Share new ideas and thoughts, report out listening results - Develop recommendations for leadership to review - Commit again to revisiting after leadership has reviewed 13

3 a. Risk accompanies benefits Perceived risk of social media heightened by: – Speed – Reach – Permanency – Searchability Working with risk managers and legal counsel 14

3 a. RESOURCES - policy development l l l 15 Social Media Governance Policy Database. Lists 115 social media policies from government (federal, state and local), private sector, academia and non-profits. Government/Nonprofit Policy: Use of Social Media. From Inqbation. Guidance from the State of Massachusetts to its agencies and employees. Special Report: Expert Round Table on Social Media and Risk Communication During Times of Crisis. Co- sponsors: APHA, Booz Allen Hamilton, GW, IAEM, NAGC. (2009) Solove, Daniel J. , The Future of Reputation: Gossip, Rumor

3 b. Policy Examples / Discussion (handout #3) Barrow County Schools Board Policy Staff-Student Relations Descriptor Code: GAF East Baton Rough Parish Electronic Communications between employees and students Platte CO R-3 School District 16

4. Easy Social Media Wins 1: Local Social Networks 2: Blog or Social Hub 3: Twitter 4: Facebook Fan Page 5: Custom Wiki 17

5. Ways to enrich you school fb page 1. Populate your school page with a constant flow of school news as community news. 2. Upload videos and photos of your schools productions, events, banquets, to highlight students and events. 3. Create invites and post information for events that the school is organizing or participating in. 4. Join networks and conference groups. 5. Refrain from engaging in games/applications that are not related to your school, as they will clutter your page and distract your audience. 6. Sync your Facebook updates with other social media, such as Twitter, Linked. In, or school blog. 7. Consider conducting a contest or giveaway that only friends/fans can enter to win – encouraging them to invite friends or spread the word about your Facebook presence. 8. Use the Notes application as a bogging tool, which can be connected to an existing blog or updated independently. 9. Create a Discussion Board to engage your friends/fans in conversations about topics related to your school. 10. Develop Facebook Ads that are targeted specifically at your ideal community profile. A small investment can boost interest in your Facebook presence and encourage participation. 18

6 Generation M 2 - - - Show the Kaiser family study - - - 19

7. Tools for tracking social media marketing l l l l l 20 Back. Tweets. com : A search engine for Twitter. See who’s tweeting your links and more. Can also sign up for email alerts of new findings. Addictomatic. com : A little different than the others, you type in a keyword, topic or phrase and out it goes searchingthe top blogs, news sites, Google, Technoratic, Ask, You. Tube, Flickr, Digg, Topix and more. You’ll be given a presonalized results page to bookmark with everything if finds to your topic Buzzou. net : All about Internet buzz, it tracks several different websites to bring you what’s “hot” right now. Surchur. com : Search for the latest and greatest on topics that are popular right now. Type in a key phrase and it blogs, social news site, photo and video sites for your chosen topic. Commetful. Blogflux. com : This service watches for comments on blog posts, Digg, Flickr, and others and notifies you of any findings. Alert. Rank. com : A better way to organize and sort Google alerts. Get a daily report emailed to you in a spreadsheet fromat of what it finds. Board. Tracker. com : A search engine forums only. Monitors discussions boards and be notified by email when a thread matching you search terms is discovered Free to use. Google. com/alerts : Simple type in your name or company and receive daily emails of results found. Free. Brands. Eye. com : An online reputation management tool with real time concise overview of your online reputation. Twazzup. com : Another Twitter only search engine

7. Tools for tracking social media marketing l l l l l 21 Site. Mention. co : Type in you url and find out what’s been said about you. Brandwatch. net : This service track your brands, companies, even your competition. Trackur. com : A tool that scans many websites including blogs, news, image, and video sites, forums and notifies your of any mention of your brand. Flltr. Box. co : this one searches online new sources, Twitter and others to find out what being said about your company. Social. Mention. com/alerts : Just like Google Alerts but for social media Blog. Pulse. com : A search engine that searches only for data posted to blogs. Back. Type. com : Billing itself as a ‘conversation search engine” they index millions of conversations for social networks, blogs and other social media. Sm 2. techrigy. com : Industry insiders claim this to be the leading social media monitoring solution online Reputation. Defender. com : This paid service finds out everything there is to know about you online, and if negative infrmation is found they try to have it removed. Topsy. com : topsy will track your tweets that have been tretweated so you can find out who’s been sending you all that “link love”/

8. Seven ways educators can use facebook 1. Help develop and follow your school’s policy about Facebook. 2. Encourage students to follow Facebook’s guidelines. 3. Stay up to date about safety and privacy settings on Facebook. 4. Promote good citizenship in the digital world. 5. Use Facebook’s Pages and Groups features to communicate with students and parents. 6. Embrace the digital, social, mobile, and “always-on” learning styles of 21 st Century students. 7. Use Facebook as a professional development resource. 22

Stay On Message LEADERSHIP 23

References l l l l 24 21 st Century Skills Rethinking how students learn, James Bellanca and Ron Brandt editors Affect Strategies of New York 60 West 39 th Street, 4 th Flood New York, NY 10018 affectstrategies. com 212 -398 -9680 Are Your Ears Burning? – 20 Tools for Tracking Social Media Marketing, by Merie, Friday, January 8, 2010 East Baton Rouge Parish, Barrow County, and Platte CO R-3 Schools - Boards of Education Social Media Guideline for local government: Max Muller and Kathleen Leighton Facebook for Educators, 7 Ways Educators Can Use Facebook, Resources provide by Linda Fogg Phillips, Derek E. Baird, M. A. , and BJ Fogg, Ph. D. Vocus White Paper – Effective Social Media Strategy, vocus. com / 800 345 5572, Lanham, MD Offices in North America, Europe, and Asia. Mr. Edward Schoenfelt, Executive Director, LASS, Inc. Lake, Porter, and La. Porte Counties of North Indiana mvsc. k 12. in. us/lass schoenfelteddeb@yahoo. com