The fear of social media in schools is driven out of ignorance, not knowledge. Do you need to pull your #Head out the ground and start understanding how to use social media - but more importantly ‘content channels’ more effectively? Probably YES.
Humans are driven by the need to be happy, part of a community and the need to share good news. Social media is the conduit to achieving this.
Don’t let someone else’s negative story impact your brand. Start telling your own stories, and watch your community share, like and retweet around the world.
Social media is no longer just a job for the marketing person. People all around schools are using social media to communicate with audiences - whether that be with prospects, parents, pupils, alumni etc.
Anybody within the school who uses Twitter, or any other social media channel, is marketing the school - they are a voice of the school.
With this, it is essential that people using social media (or thinking about using it) are trained to ensure they are using it effectively.
Understanding the social media channels
Channels can be broken down into content types - statuses, photos, videos, audio, blog posts, etc. By understanding each content type, and their relevant channel, you can start to choose the right channel to post to.
Twitter is the most popular social media channel for schools. But even Twitter is severely mis-understood. This is in terms of it’s purpose and its functionality.
Do you know how to design and brand your Twitter account? How about using lists?
By understanding each social media channels, you can also minimise any of the common social media mistakes, including:
• Starting a tweet with an @ sign
• Sharing everything at once
• Using hashtags unnecessarily
• Auto-posting to other channels
You don’t of any of these, do you?
Naming is crucial on social media to ensure that your accounts are visible and consistent with each other.
The design of your accounts must be consistent with each other - yes, there should be some personality on each account, but it still needs to be branded.
Training ensures that people understand that the brand needs to stay consistent across the multiple channels and accounts being used.
Your school must have a cohesive strategy and plan on how to utilise social media. By training everybody within the school, you can ensure that everybody understands how social media aligns with this strategy.
Social media is about telling inspiring and exciting stories. What happens if something exciting happens at the school? Tell it! But we want to ensure that the stories happening at your school are being told effectively.
What tone of voice? How should I link to content? What content should I link to (news, video, tweet, etc.)?
Which channels should I use!?
Not every channel is relevant to your school. Pinterest? Of course, it can be used. But only if it is being used effectively and if there is a plan and strategy behind it.
We’ve got some great ideas on how you can use Pinterest, Vine, Instagram, Tumblr etc. We’d love to share these with you.
Training can show you how to measure the effectiveness of your social media usage. By understanding how to measure social media, you can make data-driven decisions.
Content can be improved by measuring the success of previous campaigns - what worked, what didn’t?
Measuring the optimum time to share, and where content is being shared can greatly improve your engagement with your community.
Using third-party tools
Social media can be more productive with the use of third-party tools. This will help you and others save time by optimising social media usage.
Social Media Training
We’re offering a social media day for school marketers to learn more about social media marketing. Come and join us on Wednesday 21st January 2015 at Whittlebury Hall, Northamptonshire.
Learn about reach, social influence and the importance of your digital brand.