The Social Media Imperative: School Leadership and Strategies for Success

by Kristin Magette

Overview

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.

Product Details

ISBN-13:	9781475841978
Publisher:	Bloomsbury Academic
Publication date:	05/01/2018
Edition description:	Second Edition
Pages:	126
Product dimensions:	5.90(w) x 8.90(h) x 0.50(d)

About the Author

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.

Table of Contents

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

Editorial Reviews

Students and parents expect schools to engage with them where they are — on social media. The Eudora Schools story shows that embracing social media in schools doesn't have to be complicated or scary. And this book shows exactly how to overcome risk to deliver enormous rewards for students, teachers, and families.

Ben Smith

This book is a blueprint for education leaders to build a social media community that is grounded in meaningful and respectful dialogue. Magette examines social media through the lens of a strategic engagement process designed to encourage truth and transparency, while building public trust. It is a must-read for every education leader tasked with the responsibility of communicating with parents and taxpayers.

Julie Thannum

This book would be useful for leaders or teachers in the school system in order to better implement social media into schools.” —Communication Booknotes Quarterly

“In The Social Media Imperative: School Leaders and Strategies for Success, Second Edition, Magette hits a homerun! The need for leaders who embrace and leverage of social media for effective communication has never been higher. In our immediate 24/7 world, leaders must be nimble, agile, and ready to lead with modern tools. From #k12PRchat to evidence of effective practices in the workplace, this book is a must read, top priority for all leaders!” —Michael Lubelfeld, superintendent; co-author of "The Unfinished Leader: A School Leadership Framework for Growth and Development"

“This book is a blueprint for education leaders to build a social media community that is grounded in meaningful and respectful dialogue. Magette examines social media through the lens of a strategic engagement process designed to encourage truth and transparency, while building public trust. It is a must-read for every education leader tasked with the responsibility of communicating with parents and taxpayers.” —Julie Thannum, assistant superintendent for Board and Community Relations, past president, National School Public Relations Association

“Social media provides the opportunity for truth to be made known. Never have we had the opportunity to promote, enhance, advocate and communicate our message for public education as we do today, through social media. Magette is a national leader in school communications and has paved the highway for social currency, asking and answering the right questions. Everything you need to know to ensure success on this journey is encapsulated in this edition.” —Frank S. Henderson, board of directors, National School Board Association

“Students and parents expect schools to engage with them where they are — on social media. The Eudora Schools story shows that embracing social media in schools doesn't have to be complicated or scary. And this book shows exactly how to overcome risk to deliver enormous rewards for students, teachers, and families.” —Ben Smith, Principal of Social: IRL, Director of Social and Emerging Media at Callahan Creek, National Social Media Club Advisory Board member

From the Publisher

In The Social Media Imperative: School Leaders and Strategies for Success, Second Edition, Magette hits a homerun! The need for leaders who embrace and leverage of social media for effective communication has never been higher. In our immediate 24/7 world, leaders must be nimble, agile, and ready to lead with modern tools. From #k12PRchat to evidence of effective practices in the workplace, this book is a must read, top priority for all leaders!

Michael Lubelfeld

This book would be useful for leaders or teachers in the school system in order to better implement social media into schools.

Communication Booknotes Quarterly

Social media provides the opportunity for truth to be made known. Never have we had the opportunity to promote, enhance, advocate and communicate our message for public education as we do today, through social media. Magette is a national leader in school communications and has paved the highway for social currency, asking and answering the right questions. Everything you need to know to ensure success on this journey is encapsulated in this edition.

Frank S. Henderson