Often School Leadership Teams stay away from implementing Social Media as part of the marketing plan. This may convince you otherwise.

1. 2013
Social Media for Schools
How to Communicate with
your School Community
Whilst Managing the Risks

2. Social Media in Schools
Social Media has been the buzz word for some time and
many organisations are adopting some form of Social
Media. However, in educational circles for leadership
teams this word has been synonymous with RISK.
For many leadership teams it was probably determined
that the risks and the on-going maintenance were too
great for the time being. For others they may have
dipped their ‘toe in the water’ of Social Media or
Networking, but more than likely it is proving
burdensome.
It is however, time to ask yourself what are the
consequences of not getting fully involved in Social
Media Channel Marketing.

3. Why do you set up Social Media?
% OF CHANNEL USERS WHO ACQUIRED A
CUSTOMER THROUGH A SOCIAL MEDIA CHANNEL
Company Blog 57%
LinkedIn 62%
Facebook 52%
Twitter 44%
SOURCE: STATE OF INBOUND MARKETING, HUBSPOT, MARCH 2012
1 in 2 Australians have a Facebook account (18-44 years)
10 million photos are uploaded to Facebook every hour worldwide
62% people grab their smartphone on waking
People check Facebook an average of 14 times a day
1 out of every 6 minutes online are spent on social media
Source Image Seven May 2013
6.8 million Mobile users: 54% use internet, 60% do sales research
12 Million Facebook users in Australia AFR 2/5/13

4. Why do you set up Social Media?
• 94% of all businesses with a marketing department used social
media as part of their marketing platform
• Almost 60% of marketers are devoting the equivalent of a full
work day to social media marketing development and
maintenance
• 85% of all businesses that have a dedicated social media
platform as part of their marketing strategy reported an increase
in their market exposure
• 58% of businesses that have used social media marketing for
over 3 years reported an increase in sales over that period
2012 Social Media Marketing Industry Report Hubspot 2013 reported 17% of organisations consider traditional
marketing and mail drops have diminished in importance

5. SOCIAL MEDIA IN SCHOOLS
• Communication - create an online
Community where followers can stay
informed of the news and events of the
College and interact with the College in a
social space.
• Online exposure for the College to
increase enrolments and sales of goods.

6. SOCIAL MEDIA IN SCHOOLS
• Public relations – redirect followers to
newspapers and positive information
regarding the school e.g.; student/school
accomplishments
• Social Media plays an integral part in the
College marketing and branding program.
• Enhances education opportunities. #TCCLT

7. Do you think there is a RISK with
Social Media?
• Brand Management – Check Trademarks,
Monitor for Memes and other brand
comments Awareness Inc 2012 reported that there has been a 10% increase in
outsourcing of Analytics, Content Creation and Branding.
• Intellectual property
• Privacy and sensitive information leakage
• People/staff engagement – Loss of
logon/security details if your social media
staff member leaves your employ

8. Social Media Risks
• Perceptions around customer service and
delivery – if you do not respond to social
media comments then they will consider
that you have poor customer service
• Management response to negative
feedback and negative publicity
• legal consequences

9. Social Media Risks
Risk Solutions
• Policy Development
• Corporate Information and Terms of Use
• Social Media Security Knowledge
• Crisis Response
• Moderation Policy

10. Setting Up Social Media
• An Example
–STEP 1
– Set up Social Media within the Marketing Plan
– Age Demographics are important 25 to 35
– Branding is also important
– College set up Website with embedded Video and
Facebook and Twitter interaction.
Trinity College Community Page *
Trinity College Home Page *

11. Setting Up Social Media
Cont’d
–STEP 2
• Set up Branded Facebook Page as a Fan Page
• Example
• Facebook Fan pages are the best choice for a
Business Facebook page because you can fully
customize them, appoint an alternate administrator(s)
and because you retain full control over them.
• Alternatives are Facebook Group or Community Pages
• Set up You Tube
• Example

12. Set up a Branded Twitter Page

13. Set up a Branded Instagram Page

14. Setting Up Social Media
Cont’d
– Step 3
– Bring it all together with Hootsuite * or other
CRM tool
– Back it up with Policies and Processes
– Have a Plan
• Regular meetings of the Marketing Committee
determines the theme for the term and assists the
establishment of an Editorial Calendar *
– Refer to Best Practice Papers

15. School Ball
Junior School Mothers Day Mass

17. Summary of the Risks
• Minimising Risks When Marketing
Through Social Media - Mondaq.com
• Ways to Protect your Brand from Social
Media Risks - Techrepublic.com
• An Employers Guide to Managing Social
Media Risks - CompliSpace

18. • While social media is not the silver bullet
that some pundits claim it to be, it is an
extremely important & relatively low cost
touch point that has a direct impact on
sales & positive word of mouth.”
JOSH MENDELSOHN ,VICE PRESIDENT,CHADWICK MARTIN BAILEY Boston Based Market Research
• Social media isn’t a fad. It’s a revolution.

19. More Information
• www.mlburgessconsulting.com.au
• Twitter - @BurgessMlbcons
• Twitter Reference - #TCCLT
• Linkedin profile
• Linkedin Group - School Business Managers
(Australia)
• Facebook
• Ebook Social Media for Schools
• Electronic Business Card

20. QUESTIONS?

21. • Following slides are snap shots

22. I am a TC Parent

23. News Link

24. Home

25. Hootsuite

26. Editorial Calandar