Strategies for Thriving in Social Media

Copyright © 2018 Charter School Capital, Inc. All Rights Reserved.
Strategies for
Thriving in
Social Media
What Charter Leaders Need
to Know

2
Hello!
Janet Johnson
CMO
Charter School Capital
971-352-8356
jjohnson@charterschoolcapital.org
facebook.com/CharterSchoolCapital
twitter.com/GrowCharters
Michael Barber
Founder
barber&hewitt
520-591-1658
michael@barberandhewitt.com
facebook.com/barberandhewitt
twitter.com/barberandhewitt

3
AGENDA
1. Why this matters
2. By the numbers
3. Personal & student development
4. Engagement
5. Listening
6. Best practices
7. Examples
8. Slides //
SlideShare.net/CharterSchoolCapital

Social media & charter
schools.
Why does this matter?

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Copyright © 2018 Charter School Capital, Inc. All Rights Reserved. https://youtu.be/mNltt5_LbG8

schools.
By the Numbers

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IT’S
IMPORTANT TO
UNDERSTAND
…
All content is now social.
It’s sharable.
It’s snack-able 15 ways
till Sunday — from video
to text.

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THE USUAL SUSPECTS: FACEBOOK.
• 1.5 billion on WhatsApp each
month
• 1.3 billion on Messenger each
month
• 800 Million on Instagram each
month
• 2.1 billion on Facebook each
month
• 1.66 billion on mobile each
month

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THE USUAL SUSPECTS: FACEBOOK.
–The average time spent on Facebook is 20 minutes
–48% of 18-34 year olds check Facebook when they first
wake up
o(These are your young student’s parents)
–53% of US residents use Facebook “several times a day”
–100 million hours of video is consumed daily
–The average Facebook user has 155 ‘friends’

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THE USUAL SUSPECTS: INSTAGRAM.
–The Facebook effect = significant user growth
–Tagging has major implications for easy sharing
–New features, multi-account, video
–Instagram Stories
–Boomerang app
–Hyperlapse app
–My Mum is asking about Instagram

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THE USUAL SUSPECTS: YOUTUBE.
–YouTube has over a billion users — almost one-third of all
people on the web.
–Second biggest search engine by # of searches.
–YouTube overall, and even YouTube on mobile alone,
reaches more 18-34 and 18-49 year-olds than any cable
network in the U.S.
–The number of hours people spend watching videos (aka
watch time) on YouTube is up 60% y/y, the fastest growth
we've seen in 2 years.
–The number of people watching YouTube per day is up
40% y/y since March 2014.

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THE USUAL SUSPECTS: TWITTER.

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WHAT’S GOING ON @TWITTER?
Is this the end of Twitter?
– Not essential
– Echo chamber
– Low interaction
– Bullying
– Stagnant user growth
– Hard to use
Is Twitter a Key Channel?
– Essential to editors and analysts
– Chambers of government
– 500 million Tweets per day
– Bully pulpit: direct to consumers
– Stagnant user growth
– Now 280 characters

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THE USUAL SUSPECTS: LINKEDIN.
–Largest professional social network
–500M users, 40% use LinkedIn daily
–Interesting opportunity to target Board Members, community
leaders, teachers, and build thought leadership
–LinkedIn Pulse is the single best distribution source for
professional content

Consider: a New Kid on the Block!

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NKOTB: SNAPCHAT.
– Fastest growing social network – 300 million+ users
– :15 second stories directly sent to friends or placed within your Story
for 24 hours
– 41% of 18-34 year olds in the US use Snapchat
– 400 million snaps per day
– 10 billion video views per day
– My Mum just said, “What’s Snapchat?”

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NKOTB: MEDIUM.

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NKOTB: NICHE.

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NKOTB: SCHOOL DIGGER.

Personal &
student
development
schools.

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SOCIAL & PERSONAL DEVELOPMENT
• Twitter is a great tool for exploring a wide range of possible resources and materials for personal
development, or for ongoing professional growth through real-time chats.
• Use Twitter as a personal learning network where teachers/administrators can build relationships and
share ideas and materials.
• Teachers participate in various scheduled chats involving conversations about general topics (21st-
century learning, engagement, using social media, etc.) and content-specific exchanges ( PE, math,
language arts, STEM, etc.).
• Social also offers a full spectrum of materials, resources, and "current thinking" for use and/or discussion
with PD or team meetings.

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SOCIAL & STUDENT DEVELOPMENT
• Use a classroom Twitter account to
connect students with the world.
• Real-time dialogues:
– Experts
– Museums
– Third-party learning resources
(@KhanAcademy)
– Publications/journalists

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SOCIAL & STUDENT DEVELOPMENT
Use a Instagram in a variety of ways:
• Support classroom learning by posting
supplementary visuals to augment what has
been covered in class.
• If students are too young for accounts, the
parents can start an account and review and
discuss the information with their children.
• Parents will no longer have to inquire at the
dinner table, "What did you do at school today?”
• “One of my favorite uses was when a social
studies teacher had students write haiku about
the Colonial period in U.S. history. He then took
videos of student artwork while the artists read
their haiku and posted these to Instagram.”
- Jim Asher

Engagement
schools.

25
IT’S
IMPORTANT TO
UNDERSTAND
…
More than just a
presence.
Social requires more
than simply your
profile… it requires
maintenance and
interaction with students,
parents, and the greater
community.

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ENGAGEMENT:
This is a two-way conversation.
• Share updates and student work to offer parents insight into what their
kids are doing in the classroom.
• Keep families more engaged by sharing upcoming dates and/or work
to be completed.
• Participate in global stories, connections, or challenges.
– One such venture via Twitter challenged students to construct a tower
from 20 sheets of paper.
– Students built one that was 70 inches tall.

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Tie engagement to a goal:
• Student enrollment and retention
• Teacher development
• Fundraising
• School awareness
ENGAGEMENT:

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Engagement comes at a cost…
• Time
• Resources
• You’ll have to find the balance between both.
ENGAGEMENT:

Listening
schools.

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LISTENING:
Listen to:
• Peers
• Schools
• Advocates
– Charter officials, National Alliance
• Parents
• Students

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Listen for:
• Feedback
• Risk identification, security and bullying
• Advocate or local influencer opportunities
• Student/teach opportunities
• Trends
LISTENING:

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Ways to make listening easier:
• Following 😉
• Twitter lists
• Hashtags
• Tools (will talk about those in a sec)
LISTENING:

Management
and Tools
schools.

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HOOTSUITE

35
BUFFER APP

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CANVA

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UNSPLASH

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VENNGAGE

Best Practices
schools.

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NO. 1: YOU NEED A HUB.

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Great Tools & Resources

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Ask the important questions:
• Design: What does the layout look like. How is color and text used?
How are visuals incorporated?
• Innovation: Does the website look like a template, or is it original, conveying the
uniqueness of your school?
• Content: Is the content fresh and interesting? Does it get updated frequently?
(Google cares about this.)
• Technology: How does it work on mobile? Do the pages load promptly?
Do the hyperlinks work?
• Interactivity: Is the information presented in a variety of ways to engage the user,
including text, video, photos, and hyperlinks?
• Ease of Use: Is it hard it is to navigate the pages or perform a search function?

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NO. 2: THIS IS NOT A DUMPING GROUND.
• Don’t just post everything. Be selective.
• Not everything deserves to be everywhere.
• Customize content for the platform.

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NO. 3: QUALITY OVER QUANTITY.
• #1 Question: How often should we post?
–There is no set formula. (Sorry – we hate that too.)
• Do one or a combination of three things:
1. Educate about your school experience
2. Connect with others in your community
3. Raise money for your school
• Be conscious that you share as much as you like or comment.

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• Staff Features • Open Houses • Student Projects
• Community Events • Simple Student Stories • Sports and Clubs
NO. 3: QUALITY OVER QUANTITY.

Charter
School
Examples
schools.

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VIDEO CONTENT
https://youtu.be/jhyPGmtA1HQ

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ANIMATED/SKETCHED CONTENT
• Help your school stand
by connecting with your
audience and creating
videos worth sharing.
• Create a YouTube
channel where all of
your videos will reside
for your audience to
view.
• Share your videos
through social media or
blog posts.
https://youtu.be/dJp71WQEqaI

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MICRO-CONTENT / SHORT STORIES
https://www.instagram.com/successacademy/

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INFOGRAPHICS

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INFOGRAPHICS: DELIGHTFULLY SNACK-ABLE

Wrap up
schools.

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Thank You!
Janet Johnson
CMO
Charter School Capital
971-352-8356
jjohnson@charterschoolcapital.org
facebook.com/CharterSchoolCapital
twitter.com/GrowCharters
Michael Barber
Founder
barber&hewitt
520-591-1658
michael@barberandhewitt.com
facebook.com/barberandhewitt
twitter.com/barberandhewitt

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