ENGLISH 7_Q4_LESSON 2_ Employing a Variety of Strategies for Effective Interp...
Social Media Issues and Best Practices for School PR
1. Texas School Public Relations Association 2012 Conference ~ #tspra12
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
2. School PR issues leveraging social media
Strategic communication impact
Seven steps to social media prowess
Straight talk on social media measurement
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
3. How school districts set-up Facebook Pages,
Twitter profiles, YouTube channels, official
blogs, photo galleries, Google+ pages,
Delicious bookmarks, Tumblr, etc.
This is not social media 101
Your audience is already listening…and
tweeting, and posting, and commenting, and
sharing, and updating, and…
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
4. How are school PR pros leveraging social media?
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
8. Tools are easy and efficient
Exponential message reach potential
Low barriers to entry
Plenty of low-hanging fruit
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
9. Message control is fiction
Negative feedback is part of the conversation
There is no silver bullet
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
10. People share/do stupid stuff online
Sometimes that stuff comes from staff,
students, or parents
When stupid stuff happens, it will be during
categorically inconvenient times
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
11. With planning and preparation, challenges in
the social sphere are manageable
Reach the right eyeballs; not all the eyeballs
Situational awareness
Early warning
Minimize surprises
Navigate through murky waters
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
13. “If you find yourself in a hole,
the first thing to do is
stop digging.”
- Will Rogers
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
14. The Magnificent Seven Steps to Remember
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
16. Grow Bigger Ears
Listen and monitor the conversation
Personality as an Asset
It's ok (and a good idea) to human
Storytelling in the Social Sphere
Tell your story otherwise someone else will
Don’t re-create the Wheel
See what's working for others and follow
their lead
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
17. Do Create the Reel
Video is a powerful storytelling device
Be Your Own Newsroom
Communicate directly with your audience
Learn from and Adapt to Change
Social media can be a moving target
BONUS TIP: Don't be afraid to ask for help.
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
18. “What we got here is…
failure to communicate.”
Evan RA Miller's Cool Hand Luke via http://www.squidoo.com/cool-hand-luke
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
21. What do we know? It starts with thinking
What don’t we know? about the people.
Who do we want to School District Buyer
reach? What do we Personas
know about them? What do School
Where do we find Districts Sell?
them? What do we
want them to do?
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
22. Goal Notice the tactics/tools
Measurable Objectives are the last thing before
(who, what, by when, by
how much) implementation
Strategies
Tactics/Tools
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
23. Execution of the plan Actual messages sent
or communicating through what channels?
Creative How many reached
Materials targeted audiences?
Budget Monitoring tools for
Timeline execution?
Delivery
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
24. Did you accomplish Measure effectiveness
your objectives? of the program against
Prove it. objectives.
Identify ways to Adjust the plan,
improve and materials, etc., before
recommendations for going forward.
the future. Can serve as research
Media hits are not for the next phase or
measurement. program.
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
25. “However beautiful the strategy,
you should occasionally
look at the results.”
- Winston Churchill
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
27. Objective Metric The Right Tools (examples)
Inquiries Percent increase in traffic Web server analytics
Web Traffic Clickthroughs or downloads (Google Analytics, WebTrends)
Preference Percent of audience preferring your Online surveys
district to the competition (Zoomerang or SurveyMonkey)
Awareness Percent awareness of your district, Online surveys
school, or event (Zoomerang or SurveyMonkey)
Focus Groups
Communicate Percent of articles containing key Media analysis
messages messages (BurrellesLuce, Vocus, Clipmetrics,
Total opportunities/Cost per Cymfony, MediaSense, Echo, etc.)
opportunity to see key messages
Percent aware of or believing in Focus Groups, Surveys
key messages
Adapted from Measure what Matters by Katie Delahaye Paine
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
37. Social media are just tools.
Determine strategic communication impact.
Take steps to increase social media prowess.
You can (should) measure social media.
Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12