Using Social Media for School Communications

It’s easy to dismiss social media as a fascination of young people but to do so minimizes one of the fastest growing trends in technology. The Pew Internet and American Life Project recently found that over 71% of teens have a Facebook profile and 75% of adults have one too. Social media tools have become the way for a school or business to quickly and efficiently disseminate information. Because of the almost universal access to social media across all demographic groups it often reaches people that traditional forms of communication miss.

The online presence for many schools has moved beyond the school website. It now includes a Facebook page (www.facebook.com), a Twitter account (www.twitter.com), blogs by teachers, principals or the superintendent, and YouTube (www.youtube.com) and Flickr (www.flickr.com) for sharing videos and photos about school events.

Seven Reasons to Pay Attention to Social Media

1. It Builds Relationships – Creating relationships is important for leaders and social media is a new, and very effective, way to build support among your stakeholders.
2. It’s About Customers – Parents and employees often come from a different generation, one that wants to work differently and to be involved in the educational process. Social media is a way to engage them in the life of your school.
3. They’re Already Talking – Check out the Internet and other online sites. People are already commenting about your school and about your leadership.
4. Listen as Well as Share – The principal is responsible for maintaining the school’s image. Use social media to interact with parents and community. Use it to both hear from them and to share information. It can provide a way to detect rumors and allow you to respond quickly.
5. You’ll Be Well Received – Almost everyone we’ve talked with reports the positive reception they get from having a blog, a Twitter feed or a school Facebook page.
6. It Builds Community – People commit to things they care about. As we described earlier, the public is less trustful of schools. Social media promotes community by inviting people to be part of the conversation.
7. It’s Here to Stay – While the forms of social media continue to change the evidence is that our use of the tools will only accelerate. Increasingly the expectation is that schools stay connected to their families and their community. Social media is the tool. (Adapted from: Porterfield & Carnes (2010), AASA Online)

Build a Key Communicator Network

I'm constantly reminded about the importance of both sharing and gathering information about your school. One model is the Key Communicator Network developed by the National School Public Relations Association (www.nspra.org). It reminds us that communication is a two-way street and it is important to maintain a network that can help you advocate for your school.

Here are some steps that you can use to build your own network.

1. Bring together a small group of trusted people who know your community and ask them to suggest others who are opinion leaders in your community. Many of them may not work in schools but all interact with other community members.
2. Invite these people to meet with you to discuss your successes, your challenges and your vision for your school.
3. At the meeting describe the objectives of the group. For example, to provide members with honest, object information about your school; for members to share this information with others in the community; to identify questions or concerns that emerge in the community.
4. Establish a way to maintain communication using e-mail, telephone or scheduled meetings.

I hope you enjoy these ideas about building and maintain a network of contacts. Such a group can help share the good news about your school's successes and also help alert you to any issues or concerns in the community. I'd enjoy hearing from you about other ways you've used to both share and gather information from your community.