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Navigating the Social Media Landscape Perils _amp; Opportunities

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Navigating the Social Media Landscape Perils _amp; Opportunities Powered By Docstoc
					Navigating the Social Media
        Landscape




   Betsy Overkamp-Smith, APR
   York County School Division
              Today’s Agenda
1.   Why We Should Care About Social Media
2.   Power & Pitfalls
3.   News Media Goes Social
4.   Implementation Considerations
5.   All Media Tenets
6.   Questions?
             Social Media Stats
• Facebook:
  – More than 800 million active users
  – Average user has 130 friends and is connected to 80
    community pages, groups & events
  – On average, more than 250 million photos are
    uploaded per day
  – Each user spends about 350 minutes a month on the
    site
• YouTube:
  – People are watching 3 billion videos a day
  – Every minute, 48 hours of video is uploaded
             Social Media Stats
• Twitter:
  – 100 million active users – 40% have not Tweeted
    in last month
  – Users send an average of 230 million Tweets per
    day
• Google+:
  – 25 million users
  – Took 16 days to reach 10 million users
  – Still in development
  Power & Pitfalls of Social Media
Power                      Pitfalls
• Gives individuals a      • Small number of voices
  place to share their        can outweigh silent
  ideas, concerns             majority
• Expands your reach for   • Majority of interactions
  recruiting &                may be of minimal
  networking                  value
• Quickly, easily reach    • Sometimes too quickly,
  large audience              too easily
  Power & Pitfalls of Social Media
Power                       Pitfalls
• Instantaneous             • Little to no control over
  feedback from                who provides feedback,
  community                    quantity & quality of
• Extension of your            feedback
  brand – enhance           • Employee misdeeds are
  reputation as a trusted      amplified, damaging
  source of information        trust
                            • You do not have control
                               over the medium
            Information on Schools




“How People Learn About Their Local Community”, Pew Research Center, Sept. 2011
Power & Pitfalls of Media Gone Social

Power                     Pitfalls
• More space for news &   • Unlimited space filled
  features                  with unfiltered content
• Options for multi-      • Internal documents/
  media content             private communications
                            posted for all to see
• Interactivity
                          • ‘Sources’ may not have
• Opportunities created     correct information
  for sharing opinions    • Anonymous comments &
                            limited management
              Considerations
• Do you have a goal or objective?
  – What is it?
• Will a new communication channel help you
  meet your goal/objective?
  – Yes? Get started!
  – No? Would improving an existing channel be
    faster? More effective?
             Before You Leap
• You must have the resources – specifically,
  time – to regularly post
• You must have the resources to regularly
  monitor
• You should have policy or procedures to
  guide employees
• You should have a purpose and a plan
National School PR Assoc. Survey




   Communication Accountability Program Survey, NSPRA, 2011
National School PR Assoc. Survey




   Communication Accountability Program Survey, NSPRA, 2011
What Information Do Parents Want?

• Most interested in:
  – Curriculum/program changes
  – Descriptions of curriculum & programs
  – Calendar of events/meetings
  – Graduation/course requirements
  – Performance compared to surrounding
    schools

      Communication Accountability Program Survey, NSPRA, 2011
          10 All Media Tenets
1. You are always a board member (or Supt.!)
2. Add to the conversation with the
   information & insight that comes with your
   position
3. Respect the time & attention of others
4. If you ask the question, be ready to rapidly
   and honestly respond to the answer
5. Have your facts straight – you are THE
   trusted source
          10 All Media Tenets
6. Speed matters, but content matters more
7. Follow all laws & district guidelines –
   including FERPA, HIPPA, copyright, etc.
8. Personal relationships matter when
   mistakes are made
9. Authentic apologies will move you forward
   and help you address issues
10.Before you post, take a breath, THINK, then
   post
      Even If You Don’t Launch…
• Improved interactivity, both digital & personal,
  is essential
  – There will always be people who you will not be able
    to engage
  – People are busy – creatively problem solve when you
    need involvement
• Open, honest communication improves trust
• Transparency in decision-making strengthens
  partnerships with parents, students, community
                Information Sources
• 17% of adults get info about their local
  community through social media.
• 55% get their local info from word of mouth.




“How People Learn About Their Local Community”, Pew Research Center, Sept. 2011
Navigating the Social Media
        Landscape




   Betsy Overkamp-Smith, APR
   York County School Division
     bsmith@ycsd.york.va.us
          757.898.0391

				
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