Embracing Social Media

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.

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.

Acknowledgments Preface Dedication CHAPTER 1 Why This 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.Bring the Digital World Into the ClassroomCommunicate With Parents and PatronsHarness the Social ShareEngage With ParentsSupport Your EmployeesProtect Your Reputation CHAPTER 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 Waters CHAPTER 4 Policy: Expectations and Consequences Writing Your PolicyBullying and Social MediaHandbook Guidelines for EmployeesGetting Your Board on Board CHAPTER 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 Responses CHAPTER 6 Professional Development: Educate and Empower Starting Out RightThe Digital TattooOngoing SupportTraining New TeachersAnnual Reminders to All EmployeesOccasional InserviceInformal Discussion GroupsSocial Media ChampionsStudent PrivacyMonitoring AccountsExpand the PLN CHAPTER 7 Social Media Best Practices Writing Your PostWhat's a Hashtag?Make Sure Your Message Gets ThroughUse Photos and VideoLink to ContentMonitor TrendsFacebook AlgorithmsTwitterInstagramYouTube and VinePaying for PostsMeasuring Your WorkBe Strategic About Your UseFacebook Basics CHAPTER 8 Teaching and Learning Real-World RelevanceHashtags to Extend the ClassroomDigital CitizenshipPartnering With ParentsEmpowering Parents CHAPTER 9 Communicating to Families and Other Stakeholders Tune into Station WII-FMWhat WinsBuilding a Site for CommunicationsGrowing a CommunityLet Your Fans PostCommunity GuidelinesTell Your Story CHAPTER 10 When Social Media Isn't Easy: Nasty Comments and Crisis Events Ugly CommentsProvide a Simple, Unemotional ResponsePrivately Contact the CommenterSolve Problems, but Don't DebateNasty Posts on Other PagesStand Up for EmployeesSharing Bad NewsUse the Power of SocialIt's FastFans Are PassionatePeople Want to ShareBe Prepared CONCLUSION