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Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity is a practical guide for anyone wishing to facilitate the embrace of social media in a school system. Included are steps for creating policy, procedures, and guidelines, as well as specific strategies to help open the minds of reluctant colleagues and leaders.
List 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
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.
Summary
Embracing Social Media: A Practical Guide to Manage Risk and Leverage Opportunity is a practical guide for anyone wishing to facilitate the embrace of social media in a school system. Included are steps for creating policy, procedures, and guidelines, as well as specific strategies to help open the minds of reluctant colleagues and leaders.
