This document provides an overview of using social media for schools. It discusses why schools should use social media to engage families, increase enrollment, build community, and tell their story. It then describes how to use platforms like Facebook and Twitter, including setting up pages and profiles, types of content to share, and tools to schedule and monitor posts. Tips are provided for listening and learning from other schools on social media. The importance of an editorial calendar to plan consistent content is also highlighted.

1. SOCIAL MEDIA &
SCHOOLS
Listening, Learning, and Developing

2. Agenda
 Part 1 – Why
 Part 2 – How
 Part 3 – Network Overviews
 Part 4 – Hands On

3. Why - Social Media

4. Engaged Families
Keep your school community in the loop
 Share Events and Updates
 Create greater parent and community awareness
 Families with a connection will advocate for you

5. Higher Student Enrollment
 Provide a glimpse into your school and allow
people to SEE the difference
 Because as a Parent, I’m going to check your social
presence

6. Collaborative School Culture
 Build Relationships Locally & Nationally
 Get feedback, input, advocates

7. Community Buy-in
 Tell Your Story
 Tell the Why – The Mission
 Words are great – Pictures are better

8. How - Social Media

9. Facebook Ways to Engage
 Maintain Content/Editorial Calendar
 Use Facebook AS A PAGE
 “Like” Community Pages
 “Like” other pages content
 “Tag” other pages in your own content
 Comment on Local News

10. Social Key Points
 Plan Content through HootSuite
 Not One-Way / Megaphone
 Respond to all interactions
 No one is a guru, it’s always changing
 Start today

11. Types of Content
 Family-related  Good books
 Crafts/Activites  Student Work
 Toys & apps  Student achievements
 Local events & news  Highlight a Classroom
 Holiday/Seasonal  Take a picture

12. Set Up Facebook

13. Facebook Page Elements
Cover Photo
851 x 315
Profile Pic
180 x 180
About
What are you
About? Use links
to your site
Apps
Video apps
Hike or Involver
Static HTML
Pinterest
Email Signup

14. The Cover Photo – Option 1

15. The Cover Photo – Option 1

16. The Profile Picture
School Pages | Go Simple – Go Logo
Teacher Pages | Go Simple – Go Photo

17. Facebook Page Profile Picture
Profile Pic
180 x 180

18. Facebook Page About
About
What are you
About? Use links
to your site

19. About Section
 Tell your story (Keep it short, but get the main points
across)
 Add your mission statement
 Make sure to include all your contact info (email,
phone, etc)
 Enter your address w/ map
 Include links to your website and other social
networks
 Add Guidelines

20. About Section
Guidelines that outline
what we accept
Facebook.com/milcms

21. Facebook Page Apps
Apps
Video apps
Hike or Involver
Static HTML
Pinterest
Email Signup

22. App Examples
 Blog RSS | Networked Blogs
 Video Apps
 HikeVideo App
 YouTube App
 Static HTML
 Any Recommendations?

23. Facebook Page Apps
Custom Tab Images

24. Facebook Page Apps
Edit Settings

25. Facebook Page Apps
Click Change
Size = 111 x 74px

26. Facebook Page Apps
Custom Tab Images

27. Facebook Milestones

28. Milestones

29. Milestones

30. Milestones – How to Add

31. Milestones – How to Add

32. Milestones – How to Add

33. Posting Quick Tips
 Most Engagement
 Photos& Videos
 Ask Opinions / Ask Questions
 Keep Posts Short (2-3 lines max)
 Post Consistently
 School Wide Page (20 minutes/day)
 Teacher Page (10-15 minutes/day)

34. Helpful Resources
 Dreamgrow.com > http://bit.ly/fb-cheat-sheet

35. Teacher Pages
Quick overview

36. Teacher Example 1

37. Teacher Example 2

38. Teacher Example 3
Thought for About Section

39. Teacher Example 4
Encouragement Homework Reminder
Consistent

40. Facebook Final Thought
A prospective parent will give your Facebook
presence at least a 10 second scroll
SHOW your story!

41. Blogging

42. Tools to Use
 Most CMS Systems include blogs
 Wordpress, Drupal
 Blogspot, Etc.

43. Why Blog?
 Cast a Leadership Vision
 School’s vision & direction
 How do local & national events affect your students?
 Share Your School’s Story
 1-to-1, Common Core, etc.
 Influencing the Educational Community
 Share your best practices
 Improving your Professional Practice
 Expand your reach

44. Blog Categories
 Examples from Dr. Brian Dixon
 Based on school design principles
 Project-Based Learning
 Technology Integration
 Mentoring Relationships

45. Twitter
The 140 Character Microblog

46. Twitter Lingo – Crash Course
 Tweet/er  Follower
 Retweet  Following
 Reply  Follow Friday
 Mention  #Hashtag
 Direct Message  Google “Twitter Lingo”

47. Twitter Potential Uses
 Schools  Teachers
 Announcements  Linksto Articles to help
 Events Parents
 Reminders  Classroom Update
 ArticlesPertaining to  Out of Class Discussion
Education  Notifications for
 Local News Students

48. Twitter Course of Action for Admins
 Make 3 Lists For
 Industry Leaders (PLN)
 Businesses in (Your Community)
 News Outlets in (Your Community)
 Follow Them
 Schedule an hour 15-30 minutes a week to search
for 4-5 parents in your community – feel free to
add them to a list – Follow them

49. Twitter Course of Action
 Search.twitter.com
 Advanced Searches Allow You To Localize

50. Twitter
Any Questions, Thoughts, Advice

51. Listen & Learn
How to Listen & Learn on Facebook & Twitter

52. Listen & Learn – Social Mention

53. Listen & Learn – Google Alerts
•Your Name
•Your School’s Name
•Your Industry “private
school michigan”
independent +school
+Plymouth – boarding
•Your closest competitor

54. Listen & Learn – Facebook
 Using Search to Learn
 Facebook.com/search
 Search Schools You Revere
 Search Similar Types via Keywords
 What You’re Looking For
 Post Frequency, Timing
 Content Being Shared
 “Talking About This”
 Custom Tabs
 What’s Working?

55. Listen & Learn – Facebook cont’d
 What do you see?
 Photos
 Videos
 Questions
 Fill
in the blank
 Achievements
 Sports Scores
 Events
 Bible Verses / Devotions

56. Listen & Learn - Twitter
Use Search
Make Lists

57. Listen & Learn – Twitter
 Use Search.twitter.com or www.Listourious.com
 Find locals: Individuals, Businesses
 Find Similar Institutions
 Make Your Own List
 Track conversation
 http://listorious.com

58. Listen & Learn – Twitter
http://cybraryman.com/chats.html

59. Twitter List Creation
Public Lists Private Lists
 Best Parents in the  Thought Leaders to RT
World  Relationships to Build
 Top News Reporters
 Other Complimentary
Title

60. The Editorial Calendar
Credit: danielmoyle Flickr

61. The Editorial Calendar - WHAT
Sources:
 Debbie Williams - http://www.contentmarketinginstitute.com/2010/12/social-media-conversation-calendar/
 Michele Linn - http://www.contentmarketinginstitute.com/2010/08/content-marketing-editorial-calendar/

62. The Editorial Calendar - WHAT

63. The Editorial Calendar - WHAT

64. The Editorial Calendar - WHAT

65. The Editorial Calendar - WHY
 Important to Stay Consistent
 Patterned Content is Easier to Evaluate
 Much Easier to Schedule, Streamline
 No More Throwing Darts in the Dark
 Big Picture View

66. Monitor
Smart Tools that Will Make Your Job Easier

67. Smart Tools
 HootSuite
 Schedule Your Week
 Keep it ALL organized
 SocialMention.com & Google Alerts
 Track keywords across the web
 Facebook Insights
 See what content gets the most engagement
 Bufferapp & Time.ly
 Help with spacing out content – needed if going off editorial calendar

70. Steps to Take Today
 Claim your organization on Google+

71. Steps to Take Today
 Recruit Reviews for Google+
 Improve Rank
 Improve Image

72. Recommended
Books Twitter
“Social Media for Schools” by Dr.

Brian Dixon  @SethGodin
“The Thank You Economy” by

Gary Vaynerchuck  @mashable
“Tribes” by Seth Godin, really

anything by him  @copyblogger
 @UnMarketing
Blogs/Websites
 Socialmediaexaminer.com Folks to Search Out
 Socialmediaexplorer.com  Carrie Wisehart
 Unmarketing.com
 Patrick Larkin
 Mashable.com
 Frank Barry

73. Articles to Read
 HOW TO: Implement a Social Media Business Strategy
 http://mashable.com/2009/12/28/social-media-business-strategy/
 4 Elements of a Successful Business Web Presence
 http://mashable.com/2010/02/10/business-web-presence/
 How to Choose the Right Content Type for Social Media Success
 http://www.contentmarketinginstitute.com/2010/12/social-media-content/
 A Complete Branding Guide for Today’s Lutheran Schools
 http://lcef.org/resources/forms_literature/download.cfm?nDocument=1042
 Should High School Admission Marketers Blog?
 http://www.imrcorp.com/innovative-marketing-blog/bid/49700/Should-High-
School-Admissions-Marketers-Blog

74. slideshare.com/sethhinz
@sethhinz