Embracing Social Media

The suggestion of embracing social media in schools triggers a variety of reactions, from excitement to outright refusal. But teaching students and engaging families who live their lives in an increasingly digital world means the embrace of social media is no longer optional-it is imperative. Education leaders have the tremendous opportunity to leverage the rich opportunities of social media for teaching, learning, and communicating. And this work can be done safely and constructively through a risk management process built on policy, procedures, and professional development.
Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity is a practical guide for anyone wishing to facilitate the embrace of social media in a school system. Included are steps for creating policy, procedures, and guidelines, as well as specific strategies to help open the minds of reluctant colleagues and leaders. Also included are best practices for social media, with numerous examples for teaching and learning, professional development, communications with parents, and successfully managing difficult situations online. Key features of this book include:
Encouragement and support for education leaders working to bring social media into their school systems.A compelling case for why social media matters to schoolsUnderstanding the risks and fears of social media in schoolsSteps to develop policy, procedures, and guidelines that manage social media's risks and leverage its opportunities in a school systemExamples of how social media can be used in the classroom for teaching and learningBest practices for using social media as a communications toolSpecific strategies for managing challenging situations on social media

Kristin Magette is a public relations professional and director of communications for Eudora Schools in Eudora, Kansas. She serves as an officer with the Kansas School Public Relations Association and can usually be found with her husband and two young children cheering on the Cardinals in Eudora.

Acknowledgments
Preface
Dedication
CHAPTER 1
Why This Matters to Schools
Our "constantly connected" world"The U.S. Digital Consumer Report," February 10, 2014, http://www.nielsen.com/us/en/reports/2014/the-us-digital-consumer-report.html.Bring the Digital World Into the ClassroomCommunicate With Parents and PatronsHarness the Social ShareEngage With ParentsSupport Your EmployeesProtect Your Reputation
CHAPTER 2
Why Are We Afraid?
Angry People Will Make Us Look BadWe Need Filters to Protect UsUgly Headlines
CHAPTER 3
Getting Started
Articulate Your VisionWhere Do You Want To Go?What Are Your Opportunities?What Are Your Challenges or Barriers?Grow Your GroupTest the Waters
CHAPTER 4
Policy: Expectations and Consequences
Writing Your PolicyBullying and Social MediaHandbook Guidelines for EmployeesGetting Your Board on Board
CHAPTER 5
Procedures: Organize the Chaos
Information Sharing FormMake It Short, Simple, and PainlessEmbed Key Policies and GuidelinesCreate Value for the EmployeeDirect SupportSocial Media ChampionsComments and Responses
CHAPTER 6
Professional Development: Educate and Empower
Starting Out RightThe Digital TattooOngoing SupportTraining New TeachersAnnual Reminders to All EmployeesOccasional InserviceInformal Discussion GroupsSocial Media ChampionsStudent PrivacyMonitoring AccountsExpand the PLN
CHAPTER 7
Social Media Best Practices
Writing Your PostWhat's a Hashtag?Make Sure Your Message Gets ThroughUse Photos and VideoLink to ContentMonitor TrendsFacebook AlgorithmsTwitterInstagramYouTube and VinePaying for PostsMeasuring Your WorkBe Strategic About Your UseFacebook Basics
CHAPTER 8
Teaching and Learning
Real-World RelevanceHashtags to Extend the ClassroomDigital CitizenshipPartnering With ParentsEmpowering Parents
CHAPTER 9
Communicating to Families and Other Stakeholders
Tune into Station WII-FMWhat WinsBuilding a Site for CommunicationsGrowing a CommunityLet Your Fans PostCommunity GuidelinesTell Your Story
CHAPTER 10
When Social Media Isn't Easy: Nasty Comments and Crisis Events
Ugly CommentsProvide a Simple, Unemotional ResponsePrivately Contact the CommenterSolve Problems, but Don't DebateNasty Posts on Other PagesStand Up for EmployeesSharing Bad NewsUse the Power of SocialIt's FastFans Are PassionatePeople Want to ShareBe Prepared
CONCLUSION