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Leadership and Social Media in Education

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"Leadership and Social Media" examines the use of social media in public education, with examples from California and other public schools. By Charlene Li at the ACSA Superintendents Symposium, January 30, 2013 in Monterey, CA

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Leadership and Social Media in Education

  1. Leadership and Social MediaCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comJanuary 31, 2013 | ACSA
  2. “Landing at night – it just fills you with terror…Every flight is almost as if you die a little death.” - Lt. Luis Delgardo “Top Gun” L t6 .
  3. The ability to give up the need to be in control and still be in command© 2011 Altimeter Group
  4. Open LeadershipHaving the confidence andhumility to give up the needto be in control, whileinspiring commitment frompeople to accomplish goals
  5. STRATEGYORGANIZATIONPREPARATION
  6. © 2011 Altimeter Group
  7. Social is AboutRELATIONSHIPS
  8. Superintendent Devin Vodicka at Vista USD uses social media to develop a relationship“Existing communicationmethods were veryantiquated. I wanted away to communicatefaster and in a moreinteractive way.”
  9. Getting a Relationship Started at Vista USD
  10. Getting a Relationship Started at Vista USD
  11. Getting a Relationship Started at Vista USD
  12. Four Categories of Social Initiatives Dialog Learn Support Innovate
  13. Four Categories of Social Initiatives Dialog Learn Support Innovate
  14. Learn with Monitoring Tools What if everyone in your district could listen….and learn?
  15. After the Newtown tragedy, Vista launched a safetysurvey on social media AND traditional channels
  16. Four Categories of Social Initiatives Dialog Learn Support Innovate
  17. Dialog Begins With Talking “We are under so much scrutiny. I’ve had to create a social presence to have a voice.” Chris Adams Superintendent, Coast Unified School District
  18. “We want to be ableto communicatewith ourconstituents.”“It’s great for ourdistrict to get ourmessage out there,what we’re doing.”Superintendent ChrisAdams and HenryDanielsonCoast Unified SchoolDistrict
  19. “It’s important thatwe use socialmedia. All kids areusing it. It propelsthem into workingworkforce.”Henry DanielsonIT DirectorCoast Unified School District
  20. Coast USD’ssuperintendent and10 administratorsmanage socialmedia with helpfrom interns at alocal college.
  21. Coast USD administrators use Twitter fornetworking and best practice sharing
  22. Four Categories of Social Initiatives Dialog Learn Support Innovate
  23. 29Chicago Teacher’s Union organized on social media toinfluence opinion. Could social media benefit schoolsand parents too?
  24. 30District Facebook page provides support forparents in need of assistance.
  25. … As doesits Twitteraccount.31
  26. After the tragedy of Newtown…3
  27. Hastings School District in Nebraska shares suggestions on how parents can talk to children about their fears, on Facebook.33
  28. Portland, Maine Public Schools shares 5-minute video to help parents deal withaftermath – district social worker explainsimportance of listening and looking forchanges in children’s behavior
  29. Nixa Schools in Missouri directs parents to mental health resources for children – sparking further conversation3
  30. Four Categories of Social Initiatives Dialog Learn Support Innovate
  31. Innovation Day @Vista USD #vusdbb
  32. STRATEGYORGANIZATIONPREPARATION
  33. Culture and Leadership are the 39Lynchpins of Social Media Success Authenticity Transparency
  34. 40Practice Everyday Transparency
  35. FedEx’s Response • Less than 48 hour turnaround • Textbook responses • But clinical, not human Opportunity: Build trust with every day transparency
  36. Have The Courageto Take the Leap
  37. Training Develops Judgment -- and theConfidence to Use Social MediaWhat you What you Judgment is needed in betweenshould do shouldn’t do
  38. Content Tips from Superintendents1. Have a district-wide social media policy2. Find social media savvy administrators3. Recycle sharable content4. Update in real-time5. Use tools like Hootsuite or Buffer
  39. 45Discipline and Process are Crucial Source: “H&R Block’s Response Process” David Armano, Edelman 2010
  40. STRATEGYLEADERSHIPPREPARATION
  41. #1 Align Social with Key Strategic Goals Examine your 2012 & 2013 goals Pick ones where social will have significant impact Then double down47
  42. #2 Ask the Right Questions About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express
  43. #3 Create a Culture of Sharing
  44. #4 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart”
  45. 51 Create Sandbox Covenants© 211 Altimeter Group
  46. Social is AboutRELATIONSHIPS
  47. © 2012 Altimeter Group

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