The Social Media Imperative

Leaders have a tremendous opportunity to embrace social media for teaching, learning, and communicating - and the time is now. This practical guide can help anyone implement social media in a school system, while managing risk.
Learn steps to create policy, procedures, and guidelines, as well as strategies to help open the minds of reluctant colleagues. Understand how to use live video, social leadership, and effective monitoring to increase engagement and, ultimately, build trust.

Kristin Magette, APR, is an award-winning public relations professional and advocate for service, strategic communications, and collaboration. A proud lifelong Kansan, she always makes time for her family, sharing stories, big laughs, and great food.

Foreword - Rich Bagin
Preface
Acknowledgements
Introduction
CHAPTER 1
Social Media 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."2016 Nielsen Social Media Report," January 1, 2017 http://www.nielsen.com/us/en/insights/reports/2017/2016-nielsen-social-media-report.htmlBring the Digital World Into the ClassroomCommunicate With Parents and PatronsHarness the Social ShareEngage With ParentsSupport Your EmployeesProtect Your ReputationCHAPTER 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 WatersCHAPTER 4
Policy: Expectations and Consequences
Writing Your PolicyBullying and Social MediaHandbook Guidelines for EmployeesGetting Your Board on BoardCHAPTER 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 ResponsesCHAPTER 6
Professional Development: Educate and Empower
Starting Out RightThe Digital TattooOngoing SupportTraining New TeachersAnnual Reminders to All EmployeesOccasional InserviceInformal Discussion GroupsSocial Media ChampionsStudent PrivacyMonitoring AccountsRecognize to EncourageExpand the PLNCHAPTER 7
Social Media Best Practices
Writing Your PostWhat's a Hashtag?Make Sure Your Message Gets ThroughGive Your Followers What They WantUse Photos and VideoLink to ContentMonitor TrendsFacebook AlgorithmsTwitterInstagramYouTubeLive VideoPaying for PostsMeasuring Your WorkLeaders on Social MediaBe Strategic About Your UseFacebook BasicsCHAPTER 8
Teaching and Learning
Real-World RelevanceHashtags to Extend the ClassroomDigital CitizenshipParents as Empowered PartnersCHAPTER 9
Communicating to Families and Other Stakeholders
Tune into Station WII-FMWhat Works - and WinsBuild a Platform for CommunicationGrow a CommunityLet Your Fans PostCommunity GuidelinesTell Your StoryBroadcast LiveCHAPTER 10
When Social Media Isn't Easy: Nasty Comments and Crisis Events
Ugly CommentsMonitor the Conversation ThreadProvide a Simple, Unemotional ResponsePrivately Contact the CommenterSolve Problems, but Don't DebateNasty Posts on Other PagesStand Up for EmployeesShare Bad NewsUse the Power of SocialIt's FastFans Are PassionatePeople Want to ShareBe PreparedCONCLUSION
ABOUT THE AUTHOR