Globalization. Innovation. Graduation. Marketing Through Social Media PANC Conference Tahira Stalberte Chief Communications Officer Union County Public Schools October 6, 2015

Globalization. Innovation. Graduation. Follow Union County Public UCPS_MonroeNC

Globalization. Innovation. Graduation. OVERVIEW What we will cover during this session: Life before social media Social Media in Union County Public Schools Social Media Policies Using social media as a marketing tool Employees and their digital footprint Question-and-answer session 3

Globalization. Innovation. Graduation. LIFE BEFORE SOCIAL MEDIA More face-to-face conversations Phones were used to talk, not tweet, text and take selfies Received information via newspaper, television and neighbors Only journalists were reporters Employees spent less time online We sent cards instead of shout outs on Facebook or Twitter We had more patience! 4

Globalization. Innovation. Graduation. LIFE BEFORE SOCIAL MEDIA How did you market your school system before social media? What was your top recruiting strategy? How often did you update your marketing plans? 5

Globalization. Innovation. Graduation. SOCIAL MEDIA POLICIES Every school district should have a social media policy Focus is to keep employees and students safe Policy will help to define what social media is in your district Personal social media vs. professional social media Address communication with students and other staff on social media sites 6

Globalization. Innovation. Graduation. SOCIAL MEDIA—WHICH IS RIGHT FOR YOUR DISTRICT? 7

Globalization. Innovation. Graduation. WHAT DOES THE RESEARCH SAY ABOUT SOCIAL MEDIA? Where are adults on social media? Social media users among all adults ages 18+, the % who use the following social media sites: 8

Globalization. Innovation. Graduation. WHAT DOES THE RESEARCH SAY ABOUT SOCIAL MEDIA? According to the Pew Research Center, the January 2015 report found that Facebook still leads with adult users. 52% of online adults use multiple social media sites. More adults are tapping into Twitter, Instagram and Pinterest. More people are using social media sites on a daily basis. 9

Globalization. Innovation. Graduation. SOCIAL MEDIA MARKETING 10

Globalization. Innovation. Graduation. PLAN YOUR SOCIAL MEDIA STRATEGY Add social media to your everyday vocabulary and include strategies in all of your plans. –Recruitment, Operations, Professional Development Choose channels that are right for your school system. –Consider audience, time and resources Create goals for each social media platform. Develop your brand and set the tone. 11

Globalization. Innovation. Graduation. PLAN YOUR SOCIAL MEDIA STRATEGY Develop a content plan and calendar. –Recruitment fairs –Professional Development topics –Highlight new and seasoned employees –Job vacancies –Policy changes/updates –Opportunities for advanced degrees 12

Globalization. Innovation. Graduation. PLAN YOUR SOCIAL MEDIA STRATEGY Develop a content plan and calendar –Stay true to your brand –Post information relevant to your audience –Be strategic about retweets (Every post is not a retweet) –Be strategic about who you follow –Pay attention to who is following you –Check out posts from other school districts –Use consistent messaging 13

Globalization. Innovation. Graduation. PLAN YOUR SOCIAL MEDIA STRATEGY Increase presence and create a community Use analytics and track progress –Explore social media ads Adjust your plan accordingly 14

Globalization. Innovation. Graduation. PLAN YOUR SOCIAL MEDIA STRATEGY Tips: Remember that social media users expect two-way conversations While traditional media is mostly about content, social media is about brand and user-generated content Join the conversations with your audience Social media involves one-on-one marketing –Messages should be tailored to audience on each platform 15

Globalization. Innovation. Graduation. EMPLOYEES AND THEIR DIGITAL FOOTPRINT 16

Globalization. Innovation. Graduation. TIPS FOR A CLEAN DIGITAL FOOTPRINT Remind new teachers/staff— be careful when accepting friend requests from students Be mindful that parents/students can see all posts Do not post pictures of students on personal social media pages Be mindful that Skype and other meeting platforms can be recorded 17

Globalization. Innovation. Graduation. TIPS FOR A CLEAN DIGITAL FOOTPRINT Remember that everyone is a reporter/photographer Review Privacy Settings on social media sites Report information that is inappropriate and may be harmful to employee or school community Information shared online lives forever…even when you think it’s deleted, it may not be…. 18

Globalization. Innovation. Graduation. MARKETING THROUGH SOCIAL MEDIA Questions? Discussion topics? 19