1. Social Media: It Can Make All The Difference
Prepared by Nadia Singh and Sue Stott
June 3, 2019

2. Why We Are Here
We would like to share with AACTE’s State Chapter leaders the importance of social media posting
How often do you use social media?
Have you gone a day without checking Facebook, Twitter, LinkedIn or Instagram?
Social media has changed the way we live. It’s how we get our news and how we interact with long lost friends and our loved ones. Social media is everywhere. It’s unavoidable, it’s powerful, and it’s not going anywhere!
Raise your hand if you checked Facebook today! You might be scrolling through your feed right now! Lol!
Can you think of a time where you didn’t check some social channel?
How many of you watched a video on Facebook today? I bet you remember it!
Think of how much impact your chapters can make along with AACTE when you highlight all the amazing things you all are doing!
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3. Some Questions
How can AACTE state chapters improve their social media participation?
What should AACTE’s state chapters be posting via social media?
Raise your hand statement or great place for:
How many stories are we missing about great educators in this country? Let’s highlight them! I know you know them. I know many are part of your chapters.
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4. AACTE State Chapters Northeast Region Southern Region Midwest Region
   Western Region
AACTE already has a strong social media presence.
The chapters have a solid base to work with, which is great news.
Use the news circulating around your region to boost membership/excitement.
Mention hot-topic state and local policy/legislation issues surrounding diversity, equity, teacher pay, etc.
Biggest chapters are California, Indiana, Ohio, Georgia, Maryland, Florida
AACTE State Chapters
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5. Social Media’s Impact
Did you know that some 3.2 billion people use social media everyday?
That’s more than 40% of the population!
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6. Twitter Analytics
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7. Twitter
We looked at AACTE’s Twitter, as this is, by far, its most active channel.
You have a solid base to work with, which is great news.
Increasing AACTE’s reach through its state chapters will really boost numbers all the way around
89 new followers since March
It’s our recommendation that every AACTE state chapter have its own social channels particularly Twitter and Facebook even if to simply retweet AACTE content at a minimum!
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8. Twitter Analytics On average, you receive 51,016 impressions per month
On average, you receive 49 new followers per month
We looked at the months of the annual meeting, as these are your most prolific months out of the year.
Months for the annual meeting are high-performing months.
Chapters can also capitalize on large AACTE events like the Annual Meeting. Clearly, you can see by the numbers, they get attention.
Large events garner more engagement! AACTE’s Annual Meeting performance surpasses its average by far.
Months = annual meeting
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9. Twitter: What Kinds of Content Perform Well?
Events
Annual Meeting – February 2019
Avg. Impressions: 851.4
Avg. Engagements: 17.6
Avg. Engagement Rate: 1.82
June 2018 Events
Avg. Impressions: 790.9
Avg. Engagements: 9.44
Avg. Engagement Rate: 1.48
Policy-Oriented
June 2018
Avg. Impressions:
Avg. Engagements: 16.1
Avg. Engagement Rate: 1.34
Research
Avg. Impressions: 1124
Avg. Engagements: 26.5
Avg. Engagement Rate: 2.25
Events, policy-oriented posts and research posts perform above average
Explain impressions and engagements, perhaps take a few questions.
Impressions: Number of times people saw the tweet on Twitter
Engagements: Total number of times a user has interacted with a tweet (clicks, retweets, likes, etc.)
Month
Avg. Impressions
Avg. Engagements
Avg. Eng. Rate
February 19
962.79
28.03
4.11
June 18
557.69
8.33
.96
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10. Twitter Analysis: Types of Tweets
According to an AACTE social media audit:
Average impressions and engagements are higher with photos and videos than text
% Photo vs. Text impressions + 21% Video vs. Text impressions
% Photo vs. Text engagements % Video vs. Text impressions
Average impressions and engagements higher with photos than text.
Video performs better than text as well on impressions and engagements, but not engagement rate.
Means that to improve overall performance on the channels, you might want to do more photos and videos.
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11. What is Retweeted?
Events like Washington Week and the Annual Meeting perform well in retweets. In June, policy performed well (there were far more policy-oriented posts).
Do you want to engage more? Encourage more retweets? Think about categories of content that resonate.
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12. Hashtags Hashtags are about messaging and findability
Overall, should reflect strategic priorities
Limit to 10 you use/reuse. Can use others, but sparingly.
Use tools like ritetag.com to figure it out (see graphic)
Hashtag use is sometimes inappropriate/incorrect (sometimes # instead
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13. AACTE Hashtags: #AACTENews #AACTEResearch #AACTEAdvocacy #teacherprep
#loveteaching
#teachergoals
#teachers
#learners
#educators
#learning
#principals
Hashtag use is sometimes inappropriate/incorrect (sometimes # instead
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14. #diversityandinclusion
AACTE Hashtags:
#diversityandinclusion
#schoolsafety
#specialeducation
#publicschoolproud
#accountability
#teachers
#makingadifference
Hashtag use is sometimes inappropriate/incorrect (sometimes # instead
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15. Hashtags are NOT Created Equally
Were these needed? What’s your message here? This doesn’t help findability.
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16. Twitter Analysis: Content
These are the areas that get the most attention and where we should drive most of our focus. We will talk more about this later in the presentation.
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17. Facebook Analytics
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18. Again, this is a solid base
Again, this is a solid base. But we need consistency in cadence, curation and content.
Close to 400 new likes since March! That is likely due to more posting of pertinent and valuable content.
More consistency in posting leads to more likes and followers. That’s why a steady flow of content is so important.
Facebook
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19. There is a steady cadence of curated, quality content.
Facebook Analytics
4/1-5/1 2019
Posts:24
Likes: 230
Numbers are higher now!
Why?
There is a steady cadence of curated, quality content.
Last year you had 187 likes for the whole year! Just between April and May….we see 230 post likes!
You can see between April and May there were 24 posts…that’s quite a lot considering June had 29 which were all centered around Washington Week.
Steady flow of curated, quality content drives up the number of likes, shares and reach.
Facebook is a great place to showcase policy issues, webinars, educator spotlights, videos, especially live ones.
Talk about the importance of getting the word out by sharing and liking.
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20. Facebook Analysis
On Facebook we focused on June and December of 2018 and April 2019.
Chose June 2018 because of Washington Week-lots of posts surrounding events…biggest for AACTE
Annual meeting, education based, policy-based, advocacy-based pieces do well.
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21. EdPrepMatters Analytics
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22. 2000+Blog Posts! Blog: EdPrepMatters
Great opportunity to further state chapter reach.
State chapter members link Interesting and pertinent thought leadership pieces through social media channels
More than 2000 thought leadership pieces and advocacy news, events etc.
This is also a great place for you to submit blogs to AACTE for posting. From there you can also tweet them with a link to AACTE’s national blog which has almost 40K subscribers.
State chapter information can then be featured in the weekly e-blast of EdPrepMatters highlights
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23. Website & Blog Analytics
Twitter: %
Facebook: %
Conclusion-social is driving more strongly to the blog.
Page views are up on the website and continue to rise.
This is a great place to think about those boots on the ground stories –this content really drives views, likes and engagement up.
The more engagement, the more chances from increasing membership
+16.7%
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-31.85%

24. Member Voices: very high numbers
Blog Analysis: Topics
Member Voices: very high numbers
Top three topics (of 13)
Pay attention to member voices with 215 posts
AACTE member surveys show that networking is a big benefit of membership
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25. What Should AACTE State Chapters Be Talking About on Social Media?
Boots on the ground stories
Teacher recognition
Educator spotlights
Chapter news
Noteworthy chapter events
Policy oriented (e.g., disabilities)
Congratulations
Programs (e.g., Holmes Program)
Research
Thank you/acknowledgement
Blog content
As we move into the more detailed analysis, we started with the content.
Talk about definitions of these categories.
State-focused legislation specifically centered around equity, diversity, funding and teachers’ salaries.
These kinds of items can come directly from chapters, not just AACTE as a whole. In fact, posts from chapters may be even more powerful and inspiring to get educators, etc. to become AACTE members.
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26. AACTE Key Messages* Diversity Equity High-quality learning
Professionalism/Ethics
Accountability
Educator preparation & development
Principal support
Strengthening public schools
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* Derived from website and social media review.

27. Social Media Content
Thought leadership articles or policy-oriented pieces
Increase use of photos and videos
Recorded videos
Facebook Live
Instagram Stories
More integration of member and chapter news.
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28. Clear Calls to Action Sign up for newsletter/alerts
Follow us on social media
Become an AACTE member
Learn more about (XYZ)
Meet us here…
Nominations open for awards
Learn about education-based legislation
Register for AACTE webinars, events
You do well here.
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29. What Do You Want to Accomplish?
Recruitment/membership
Increase reach
Creation of more AACTE chapters
Influence education policy
Brand building
Increase visibility to educators
Let’s have a discussion.
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30. Questions?
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