Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity

Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity

by Kristin Magette

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Product Details

ISBN-13: 9781475813296
Publisher: Rowman & Littlefield Publishers, Inc.
Publication date: 12/25/2014
Pages: 116
Product dimensions: 5.90(w) x 8.90(h) x 0.40(d)

About the Author

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.


Table of Contents

Acknowledgments
Preface
Dedication

CHAPTER 1
Why This Matters to Schools
·Our “constantly connected” world o“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 Classroom
·Communicate With Parents and Patrons
·Harness the Social Share
·Engage With Parents
·Support Your Employees
·Protect Your Reputation


CHAPTER 2
Why Are We Afraid?
·Angry People Will Make Us Look Bad
·We Need Filters to Protect Us
·Ugly Headlines


CHAPTER 3
Getting Started
·Articulate Your Vision oWhere Do You Want To Go?
oWhat Are Your Opportunities?
oWhat Are Your Challenges or Barriers?
·Grow Your Group
·Test the Waters


CHAPTER 4
Policy: Expectations and Consequences
·Writing Your Policy
·Bullying and Social Media
·Handbook Guidelines for Employees
·Getting Your Board on Board


CHAPTER 5
Procedures: Organize the Chaos
·Information Sharing Form oMake It Short, Simple, and Painless oEmbed Key Policies and Guidelines oCreate Value for the Employee
·Direct Support
·Social Media Champions
·Comments and Responses

CHAPTER 6
Professional Development: Educate and Empower
·Starting Out Right
·The Digital Tattoo
·Ongoing Support oTraining New Teachers oAnnual Reminders to All Employees oOccasional Inservice oInformal Discussion Groups oSocial Media Champions
·Student Privacy
·Monitoring Accounts
·Expand the PLN

CHAPTER 7
Social Media Best Practices
·Writing Your Post
·What’s a Hashtag?
·Make Sure Your Message Gets Through oUse Photos and Video oLink to Content oMonitor Trends oFacebook Algorithms oTwitter oInstagram oYouTube and Vine
·Paying for Posts
·Measuring Your Work
·Be Strategic About Your Use
·Facebook Basics

CHAPTER 8
Teaching and Learning
·Real-World Relevance
·Hashtags to Extend the Classroom
·Digital Citizenship
·Partnering With Parents
·Empowering Parents

CHAPTER 9
Communicating to Families and Other Stakeholders
·Tune into Station WII-FM
·What Wins
·Building a Site for Communications
·Growing a Community
·Let Your Fans Post
·Community Guidelines
·Tell Your Story

CHAPTER 10
When Social Media Isn’t Easy: Nasty Comments and Crisis Events
·Ugly Comments oProvide a Simple, Unemotional Response oPrivately Contact the Commenter oSolve Problems, but Don’t Debate
·Nasty Posts on Other Pages
·Stand Up for Employees
·Sharing Bad News
·Use the Power of Social oIt’s Fast oFans Are Passionate oPeople Want to Share
·Be Prepared


CONCLUSION

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