The PLSD Story‌ Venturing into the Social Media Jungle
Annette Eyman, Communications Director Kala Morrissey Communication Specialist Papillion-La Vista School District
www.twitter.com/plvschooldist www.facebook.com/papillionlavistaschooldistrict
What animal represents your view of social media?
What do you want out of this session?
Agenda Research Planning Implementation Marketing Evaluation
Our Research What
is the role of social media?
What
do we need to know about the function of social media to use it effectively?
What
were other schools doing for social media?
What
guidelines are organizations using?
Our Research
Was our District ready?
Never 100% ready but are key leaders on board
What are the communication needs of your community?
Was
it a valuable communication tool as part of our District communication plan?
Two-way communication
Staff Survey
What Research Do You Need? Build
your case for admin team
Assess
staff
Assess
role in communication
Sample
Policies/Procedures
Research Stats 900
Million Facebook users
Over
Half Facebook Users Access on Mobile Device
Twitter Over
500 million Active Users
800 million unique users visit YouTube each month
Planning Started
1 year Out (2009-2010)
Committee
Teachers, Principals, Central Office Staff, Communications Dept, IT
Looked
Makeup
at Current District Procedures/Policy
Filtering- staff and students Professionalism Changed directory information policy to include social media
Planning Developed
Guidelines
Fan Page vs. Groups Social Media Guidelines Facebook Guidelines
Rules
of Engagement
Response
Guidelines
What was our Plan?
Facebook, Twitter and YouTube
District Page and each school a page (Facebook and Twitter)
Similar look and feel
Groups vs. Fan Pages
School level implementation – optional
Teacher level implementation- optional
What was our Plan? (continued) Introduce
at first Administration meeting
Recommended Staff
Security Settings
Training Videos
How to create groups, fan pages
Train
Parents
Our Plan Year 2 and Beyond
Training, Training, Training!
Continue to monitor progress
End of Year Plan
Adjust content
Stay up-to-date on Facebook Changes
Age based guidelines Security Settings
How Do You Start to Build Your Plan? Committee? What
is your focus?
Facebook? Twitter? YouTube?
How
If so, who?
do you want to roll it out?
District only Schools- pilot schools Departments? Teachers?
Implementation - District Page
Created District e-mail address for social media
Used this to create account Monitoring – forward to our e-mail accounts
Also tied to our Personal Accounts
Communications Department Update/Maintain
Linked Facebook and Twitter Pages- update in one place
District Pages Content
Include….
School Board Information Upcoming events for the District (parent series) District News Stories Update on any Issues (boundary changes) School Closings Photos taken at events Educational activities- summer and winter breaks Daily Secondary Sports Activities
www.facebook.com/PapillionLaVistaSchoolDistrict www.Twitter.com/plvschooldist
Implementation - School Pages Social
school
media e-mail address set up for each
Example: pasocialmedia@paplv.org Used this to set up accounts
We
set up accounts with similar look and feel Optional to use – Almost 100 % using now Linked Facebook and Twitter accounts Meetings/Trainings at interested schools Monitoring
E-mail sent to school account and Communication Department
School Pages Content Include…
Upcoming School Events Parent Reminders Information from Newsletter News stories About School School Cancellations Curriculum Information Photos from Activities
Teacher/ Classroom/Clubs Teacher/
Classroom Pages
Set up as groups Security so group is closed Content Classroom
learning and activities
Photos School-wide
reminders
Clubs/Organizations
Groups vs. fan pages depending on type of group Information about club meetings and upcoming activities
Things to Think About with Implementation Long
Email address Monitoring
What
Range Plan
is end result?
Where do you want to be in 2 years? 5 years?
What
content does your staff, parents, community need?
What
is your training plan?
Marketing
Yard Signs Sidewalk chalk- first day of school Postcards sent home with students Community Connection Staff e-newsletter School newsletters Posting District page on school pages
Articles in local paper Flyer- Kindergarten roundup Tagging Linking to news articles Webpage On publications Contests on District page Where Are We Wednesday’s Advertising on Facebook
Marketing ď‚› How
will you market your plan?
Evaluation
Monthly principal meetings
Communication Advisory Group
Parent and Staff Surveys
75% Elem Parents have FB 68% Sec Parents have FB
48% Didn’t know 51% Didn’t know
Steady Growth in Numbers
Currently 2,025 followers at District Level 8,685 District wide
Evaluation How
will you evaluate that social media is working in your District?
Is it a percentage? A certain number of followers?
What
goals will you set for measurement?
Success Stories
Superintendent postings
Social Butterfly Awards
Parent Interest - There is a market!
Educational Posts
School Connections for Parents
Connections with high school students
Where are we Wednesdays
Lessons Learned Ongoing
Training
Hesitation
from senior principals and central office administrators
Regular
Posts Including Pictures
Planning
Never Ends
Next Steps
Training and communication of procedures
Focus on teacher/classroom Facebook groups
Adjust focus for postings
Based on parent survey data
Continue marketing efforts
Trademark Logos
More Video
Better use of analytics
Ever Changing
One
stop shop
Parent
and Community App
Questions???
Annette Eyman 402-537-6209 aeyman@paplv.org Kala Morrissey 402-537-6266 kmorrissey@paplv.org
Social Networking vs. Social Media
Social Networking - using a Web site to socialize or connect with others who share a common interest, profession, background etc…
Social Media- the medium used for two way communication that connects users with a common interest Examples: Facebook, Twitter, YouTube, Linkedin
Currently the most visited social networking site: Social media site for sharing status updates, content, photos, videos etc.. • 900 million active users • On average 50% of users log on each day •More than 70 languages used •Average user spends 55 minutes a day on FB
Users
can upload or instantly record video and post it for others to see. (public or private)
Links
to these videos can be then sent out or video can be embedded in to other social networking sites like FB
Hundreds
YouTube.
Every
of millions of videos watched a day on
minute, 20 hours of video is uploaded to YouTube.
Fastest growing social networking site
2 million visitors two years ago to 20 million last year
65% of users are ages 25-52
Under 24 rapidly growing though
140 character messages called “tweets”
Way to find out what is going on with others, and organizations
Users use “tweets” to tell of great or disappointing experiences at a business or learn of deals