How  to  Amplify  Your  School’s  Social  Media  Beyond  the  Basics

  The  Social  Media  Playbook

Sunday, January 13, 13

Twi?er  is  an  online  social  networking  service  and  micro-­‐blogging  service  that  enables  its  users  to  send  and  

read  text-­‐based  messages  of  up  to  140  characters,  known  as  "tweets.”

-­‐  Wikipedia

A  Basic  DefiniBon  of  Twi?er

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(i.e.,  What  Should  You  Know  How  To  Do?)

What  Are  the  Basic  FuncBons  of  Twi?er?

Sunday, January 13, 13

(i.e.,  What  Should  You  Know  How  To  Do?)

• How  to  set  up  an  account• How  to  set  up  a  profile• How  to  Tweet• How  to  follow  others

To  learn  the  basics,  refer  to  Mashable’s  “TwiGer  Guidebook”  at  hGp://on.mash.to/EQU82  or  blogger  Brendan  Schneider.

What  Are  the  Basic  FuncBons  of  Twi?er?

Sunday, January 13, 13

“Don’t  think  of  picking  the  right  tool,  but  pay  a?enBon  to  what  kind  of  interacBon  the  tool  enables  or  magnifies.”

-­‐  Liz  Allen  (from  Currents  Magazine,  April  2012)

An  Idea  of  Twi?er  Beyond  the  Basics

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How  do  we  go  beyond  the  basics?

Sunday, January 13, 13

The  Basics• broadcasXng  news  and  updates  from  your  school

How  do  we  go  beyond  the  basics?

Sunday, January 13, 13

The  Basics• broadcasXng  news  and  updates

Beyond  the  Basics• having  conversaXons  (begin  by  listening)• making  connecXons  (get  outside  of  your  community)

• engaging  followers  (promoXon  is  easy)

• building  relaXonships  (ask  for  and  offer  help  and  feedback)

How  do  we  go  beyond  the  basics?

Sunday, January 13, 13

  Great  Examples  of  Schools  That  Go     Beyond  the  Basics  with  Twi?er

Sunday, January 13, 13

Use  TwiGer  to  BROADCAST  BASIC  NEWS  AND  UPDATES

Sunday, January 13, 13

Use  TwiGer  to  BROADCAST  BASIC  NEWS  AND  UPDATES

Gould  AcademyBethel,  ME@gouldacademy

• Good  mix  of  the  every-­‐day,  arXcles,  photos,  video,  news  stories

• Tucker  Kimball,  Director  of  CommunicaXons  @tuckerkimball

Sunday, January 13, 13

Use  TwiGer  to  BROADCAST  BASIC  NEWS  AND  UPDATES

Windward  SchoolLos  Angeles,  CA@windwardschool

• Put  a  widget  on  your  homepage

• Low-­‐cost  involvement,  users  don’t  have  to  log  in  or  subscribe

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Use  TwiGer  in  TIMES  of  EMERGENCY

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Bay  Ridge  Preparatory  SchoolBrooklyn,  NY@bayridgeprep

• Used  TwiGer  to  communicate  about  Sandy  related  closings,  fundraisers,  etc.

• On  TwiGer  since  2009

• Tweets  family-­‐related  and  educaXon-­‐related  arXcles  and  resources

Use  TwiGer  in  TIMES  of  EMERGENCY

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Use  TwiGer  to  BUILD  AN  ATHLETICS  COMMUNITY

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Harvard-­‐Westlake  School  Los  Angeles,  CA@hwathleXcs

• 2,400  followers

• Avenue  of  communicaXon  and  info  for  parents

• Put  link  on  all  team  pages

• Post  all  U/S  scores  and  highlights

• Reaches  reporters  (LA  Times)

• Live-­‐tweet  big  away  games  so  community  can  follow

• AthleXc  Director  Vince  Orlando

Use  TwiGer  to  BUILD  AN  ATHLETICS  COMMUNITY

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Use  TwiGer  to  GET  YOUR  HEAD  OF  SCHOOL  to  GO  SOCIAL

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• 1422  followers,    main

• 318  followers,  HOS

Loomis  Chafee  SchoolWindsor,  CT@loomischaffee@SCulbertLC

Use  TwiGer  to  GET  YOUR  HEAD  OF  SCHOOL  to  GO  SOCIAL

Sunday, January 13, 13

Windward  School  Los  Angeles,  CA#wwhc13/socialHomecoming  Project

• Drove  folks  to  the  /social• mash  page  and  WW  

website

• Used  our  Social  Ecosystem  (FB,  TW,  blog,  photos,  video)  to  create  awareness  and  excitement

hGp://bit.ly/UOhg5W

Use  TwiGer  to  CREATE  SPECIAL  EVENTS  (use  hashtags)

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Dr.  Leshin’s  visit  to  campus  in  fall  2012

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Two  months  later  .  .  .  

Our  RoboXcs  team  does  well  at  Vex  CompeXXon,  so  .  .  .

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Two  months  later  .  .  .  

Our  RoboXcs  team  does  well  at  Vex  CompeXXon,  so  .  .  .

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

@VexRoboXcs  retweets  and  Vex  and  Dr.  Leshin  now  follow  us.  We  have  a  TwiGer  RELATIONSHIP!  (Ooooo!)

Sunday, January 13, 13

Windward  School  Los  Angeles,  CA

• RT’ed  by  @rpinews:  2,124  followers

• RT’ed  by  @rpiscidean  and  NASA  scienXst  Laurie  Leshin,  436

• WW  sent  future  tweets  re  science/roboXcs  –  a  relaXonship!

• NEW  STORY!  @VexRoboXcs  retweeted,  nearly  5,000  folowers.

• Using  handles,  built  connecXons  with  influencers  and  friends

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Sunday, January 13, 13

Use  TwiGer  to  BUILD  PROFESSIONAL  RELATIONSHIPS

Next  step  for  Windward  CommunicaBons:

Geong  key  faculty  to  tweet  professionally  using  @WindwardSchool  and  using  handles  and  hashtags  of  our  partners.

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Use  TwiGer  to  ENERGIZE  YOUR  COMMUNITY

Sunday, January 13, 13

University  of  Wisconsin-­‐MadisonMadison,  WI#Uwrightnow:  24  Hours  in  the  Life  of  UW

• 1,018  stories,  photos  and  videos,  tweets  posted  –  crowd-­‐sourced

• 14,000  unique  visitors  in  24  hours

• Visitors  from  50  states  and  95  countries

• Visitors  spent  five  minutes  on  the  site  on  average

• 20%  of  visits  happened  on  mobile  devices

• 8,000  shares  on  Facebook  and  TwiGer

hGp://bit.ly/TamWdo

Use  TwiGer  to  ENERGIZE  YOUR  COMMUNITY

Sunday, January 13, 13

Use  TwiGer  to  ENGAGE  YOUR  ALUMNI  to  GIVE

Sunday, January 13, 13

University  of  Wisconsin-­‐MadisonMadison,  WIThe  Bucky  Challenge@uwmadison,  @buckybadger#4bucky

• An  alum  family  offered  to  give  $1  for  every  new  Facebook  and  TwiGer  follower  to  UW-­‐Madison  and  WAA

• Result:  20,000  new  likes/follows;  $20,000  raised  for  scholarship  fund

• The  future  of  social  in  educaXon:  beyond  building  community  to  making  conversions  (raising  money,  etc.)

hGp://bit.ly/Ubr6SehGp://youtu.be/PEPteGL1xzk

Use  TwiGer  to  ENGAGE  YOUR  ALUMNI  to  GIVE

Sunday, January 13, 13

15  Minutes  a  Day

• 5  minutes  replying• 5  minutes  re-­‐tweeXng• 5  minutes  promoXng  yourself

-­‐  via  SEOmoz

How  to  Find  the  Time  to  Tweet?

Sunday, January 13, 13

• Get  retweeted  (make  great  content,  use  hashtags,  use  quotes)

• Make  it  easier  to  share  content  (buGons  on  website)

• Add  links  (through  bitly)

• Tweet  short  smartphone  photos/vids

• Direct  traffic  to  your  site  with  links  to  important  arXcles,  photos,  and  donor  pages

• Use  direct  appeal:  “Please  RT,”  “Share  this  on  TwiGer,”  “Tell  a  friend!”

• Put  your  handle  on  all  advancement  and  admissions  materials  and  on  all  faculty/staff  email  signatures  (branding)

• Figure  out  the  best  Xmes  to  tweet  and  automate  (Tweriod,  Hootsuite)

Other  Twi?er  Tips  and  Tricks

Sunday, January 13, 13

• @edsocialmedia• @schneiderb  –  Brendan  Schneider• @cassdull  –  Cassie  Dull• @wsXtes  –  Willliam  SXtes• @lizallen-­‐  Liz  Allen• @lorriej  –  Lorrie  Jackson• @tuckerkimball  –  Tucker  Kimball• @TravisWarren  –  Travis  Warren,  Whipplehill• @SEOMoz• @meetcontent

• good  universiXes  (UW-­‐Madison,  USC,  BU,  Tuvs,  Harvard)

Follow  some  of  the  best

Sunday, January 13, 13

Stephen  Johnson@burma999

burma999@yahoo.com

Thank  you!

Sunday, January 13, 13