Social Media

Introduction

Twitter, Facebook, blogging…perhaps you’ve heard of these new additions to the Internet world but have yet to dive in personally to really understand them. What are they and how can using them assist you in reaching parents and community members?

What is social media and why is it important in reaching parents and community?
The term social media refers to a growing list of locations on the Internet where users can not only get information but contribute information. These include popular sites like Facebook and Twitter but can also encompass tools like blogs, podcasts and wikis.

The bottom line is that the user is involved in the conversation rather than passively receiving information. Communication is moving toward this approach. Instead of a “one to many” approach to communication, your district’s voice becomes “one of many” in the sea of communication channels where all participate.

 

Why should school administrators care?

1. Conversations about your school district, board members, teachers (and even you!) are taking place with or without you online. If you are not part of the conversation, you are leaving it to others to fill the void with information that may be incomplete and probably widely inaccurate. 
2. Social media tools allow for give and take in communication. You not only get to share ideas and information but you find out what people are thinking about those ideas. Viola! Instant feedback 24/7. And social media isn’t just for younger parents and community members—the fastest growing group of users on Facebook for instance, is people over the age of 50. You get to be part of the conversation—and conversation builds trust, which in turn can lead to support.
3. In today’s over scheduled world, getting parents and community members to personally engage in town meetings, focus groups and the like is getting more and more difficult. Iowa school administrators everywhere are saying the same thing: people just aren’t showing up like they used to (unless the topic is highly controversial in which case they still turn out in droves!). Social media provides parents and community members with a way to provide input when it is convenient for them—whether that’s 5:30 a.m. or during their lunch break at work.

   Resource

   What type of user is going online, and what do they do when they get there? Business Week published a Forrester Research study with the answers in 2007.

4. You have the potential to spread your message far beyond traditional ways of communication. Information can be passed on to anyone (hint: this can also be a bad thing!) and infinite number of times now. News can spread faster than ever and to an almost indeterminable number of people both within and outside the boundaries of your school district.