What every School District should know about the Social Web February 25, 2011

Evolution of Social Media Blogs Wiki technologies ex: wikipedia.org Social Networks: YouTube, Facebook, Flickr Social Share News: Digg, Delicious, StumbleUpon Microblog: Twitter, StockTwits Social Web Social Commerce Social Relationship Management SRM

How can we use social technologies? Listen, hear, monitor Share information, not just announce Respond, engage Storytelling in different ways, at different times, to different groups Promote knowledge, product, service, insight Develop and foster communities Participate with peer groups Organize events, conferences, speeches

Use of social media More than 4 out of 5 people are active in creating, participating or reading some form of social content 75% of Canadians are online 68% of Canadians have Liked a brand on Facebook Canada is 3 rd most active country on Twitter

Current numbers 500 million Facebook users 200 million Twitter users tweet & re- tweet (RT) (expected in 2011) Over 3 million people are checking-in on FourSquare

Social Media in Canada 23% of social media users are on social media 10 to 20 hours a week 40% of social media users in Vancouver cant imagine life without it 75% of social media users check their , text messages and social networking sites first thing in the morning and before bed -Angus Reid Public Opinion

Social Media Users The percentage of Internet users 50+ who said they use social networking sites has risen from 22% to 42% from 2009 to 2010 Those 65 and older reported a 100% increase, while those between 50 and 64 jumped 88% -Pew Research Center

Journalists and Social Media 89% of journalists source stories from blogs 65% of journalists use Facebook and LinkedIn for research 61% of journalists rely on Wikipedia for information 52% of journalists use Twitter 50% of links on Twitter go to mainstream media outlets, 40% to web only news sources and 10% to other sources (such as wire services) -Survey by Cision and Graduate School of Political Management:

What does social media look like?

Sharing presentations

School listing on Google Places

School District Facebook Page Stakeholder: Teachers, parents, school district members Objective: Provide school district news, information for events, place for commentary Tactic: Broadcast and announce, questions asked to encourage enagement Content: News and announcements

School Board Facebook Page Stakeholder: Teachers, parents, board members, public Objective: Provide school district news, information for events, place for commentary Tactic: Broadcast and announce, questions asked to encourage enagement Content: News and announcements

BCTF Facebook Page Stakeholder: Teachers, media, public, parents Objective: Reports, studies, commentary on all news and govt-related initiatives that affect teachers and school district Tactic: Broadcast and announce, questions asked to encourage engagement Content: News and announcements

Finding the conversations

IceRocket search: bc trustees

Twitter List: bc-trustees

Twitter Conversations: #bced, #bctf

Twitter Conversations

Conversation with media influencer

Reaction to Avison Report

Facebook: Listen & respond

Negative comment on personal FB profile

Read the fine print: comments on blog posts

Influencers: niche blogger, education Type: Political Blogger (covers education related topics) Objective: Earn coverage or post comment

News article + blog = comments, tweets

Personal blog

Monitoring forum threads

Vancouver Sun reports on YouTube protest

Journalist seeks input

Social Media Response & Engagement Policy What is it? Guidelines for participation in social networks Why do we need one? To define the purpose of the conversation/channel; to set the tone To define what is tolerated; and what isnt To define voice and tone of responses

Discussion points for drafting a policy Do teachers and support staff identify themselves as an employee on their social media profiles? In other words, are they transparent? (they should be) Will your staff converse with parents, media, or students? How will they respond to negative comments online? What is considered professional; when does it become personal?

Discussion points for drafting a policy Who and how will you monitor (and enforce) the policy? Do we need different policies for students, staff and administration? Should there be more than one voice?

Social Media participation policy Where do we publish it? On a Facebook Tab On a Social Media Resources page on school district website On a blogs About Us page Embedded in a Twitter background

Next steps 1. Fill out your workbook 2. Set up a listening system: Good: Google Alerts Better: Social Web Dashboard 3. Conduct a Social Web Audit 4. Discuss, debate & draft Social Media Response & Engagement Policy 5. Employ policy district-wide, monitor

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