Why social media is a requirement, not an option, for your County Office.

To connect with parents and community supporters you must be part of the online conversation

Social media has been around since the early 2000's (myspace launched in 2003), but didn't really take off until around 2008-2009. Now no one wants to admit when they still don't quite understand it. Like our friend Bernice.

Beatrice Video -
https://www.youtube.com/watch?v=lJ0yD-9CDwI

Miriam Webster: Social media refers to forms of electronic communication through which users create online communities to share information, ideas, personal messages, and other content (as videos)

THE IMPACT -
If social media platforms were countries:

1. Facebook - 1.4 billion users
2. China - 1.3 billion
3. India - 1.2 billion
4. Tencent - Chinese Internet service portal

*Every second 2 new members join Linked In - and the age limit is 13

*Grandparents are the fastest growing segment on Twitter

Social media is awesome!

Most platforms are free to use, although their are "upgrade options for a fee"

Posts can be done very quickly

You can break away from your formal communications and have some fun. This isn't the glossy brochure in your lobby.

Is it really free and quick? More about that later.

Napa COE are on Facebook, Twitter, Instagram, LinkedIn and YouTube

What are the rules:
Creating, currating, connecting, culture

Creating and connecting are obvious
Currating - pulling the best content
Culture - Creating a sense of your local COE and community culture through your posts.

I'M GOING TO SHARE SOME EXAMPLES

J Crew Video
https://www.youtube.com/watch?v=Lp9BtJ2L1lY

Powerful impact - "ladies not afraid of me"

Filming at the store, post interviews, shot in clothes = 30 hours

Collaboration Nation: eSchool news and the tech company CDW-G.
Post on their Facebook page to get likes for monthly prize
Second step was judging
$50K in tech
https://www.youtube.com/watch?v=wrRigz8BMMU

Launched our Facebook page in 2011.

Slow going at first, until our facilities director snapped a photo of some foxes on the grounds, and on a whim I decided to post it.

Lots of likes, numerous comments. I had been posting helpful information like free library tutors, and upcoming parent workshops.

But it's OK These kinds of pics elevate you in the feed, and raise awareness of your account. You get new followers - who can now see when you post events.

W.C. Fields said it - but we have the cutest clients you can imagine - show them off!

Trick or treaters from our early childhood program.

Come on down to the high school band car wash!

let your community know how involved your board and superintendent are - document every school-related event they attend.

Have a clear contact person, and mulitple ways to contact (email, text).

local loyalty - people love to see students and staff that they know.

Agent of Influence

Barbara as a double agent

more than 60 submitted photos

Good for staff spirit and humanizes the COE. Hey that guy is my neighbor!

Halloween
Baby showers
trainings

Our events
Community events

Become a valued resource for what's is happening in the community.

I'm going to talk about some social media successes and failures.

Struggling to get followers. Online for a year and had 50 or 60 followers.

Contest - Someone will be randomly chosen from the next 100 likes to win a flip camera. 40 likes in a few days on Facebook. Facebook, then Twitter hit the mark. Be sure to post so people know you followed through.

587 likes on FB
669 followers on Twitter

https://www.facebook.com/ncoe2121/videos/vb.142854085789724/850355331706259...

National Teacher Appreciation Week
Sample video
Posts on all platforms staff

Next time:
Post earlier
Have several video and photo examples ready - people need to see it in action. Just like the ice bucket challenge.

Creating original content (not video)
Reviewing the platform feed
Sharing/Re-tweeting/Re-Graming

You can't only post

Must be an active member of the community

Just like if you stop mailing holiday cards - you stop receiving them

If you don't interact - re-tweet, like etc. you won't get others to do the same for you.

VIDEO TAKES TIME
Quality video takes time - but the payoff can be enourmous

devote staff time or hire a consultant

EQUIPMENT MATTERS
Whether in-house or a hired hand, good equipment matters

CLOSED CAPTIONING

There are Federal and CA accessibility requirements that govern our presence online as a public agency. Part of those requirements are closed captioning for video.

1/2 hour of video can take 2-3 hours to caption.

Auto captioning options for excellent quality - but often has to be done manually

we have staff working on as they have time.

Should not show students without media releases.
Verify with site admin and/or teacher.
Check with your legal rep or liability insurance - what is their policy? Can you post if the district has a release?
Be clever!
close up of a child's work, backs of students with teacher facing, tiny hands digging in dirt, campus art.

Negative Comments:
Don't engage - only clarify or answer questions
Post policy so you can delete
offer to talk via phone or email
We give districts a choice

Driver's Seat:
Trained staff is essential! There are legal issues you want to be aware of, also appropriate content

Staff:
Board Policies - Tweet at me if you would like to see.

Train staff on what's in policies: no students posted on personal social media, no connecting with students.

Don't be afraid to change!

Switching from Pinterest to Instagram
2 years - did not pick up a following
Local educators are adding Twitter accounts daily
Schools are adding Instagram accounts for every segment

Who is your audience? Where are they?

Google is your friend! Search demographics