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Stephen Johnson, Director of Communications, Windward School (California) (@burma999), helps independent and private schools identify how to share your school’s story in a way that makes your story worth tweeting about. Part Two of the edSocialMedia Pre-Conference Forum.
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How to Amplify Your School’s Social Media Beyond the Basics
The Social Media Playbook
Sunday, January 13, 13
Twi?er is an online social networking service and micro-‐blogging service that enables its users to send and
read text-‐based messages of up to 140 characters, known as "tweets.”
-‐ Wikipedia
A Basic DefiniBon of Twi?er
Sunday, January 13, 13
(i.e., What Should You Know How To Do?)
What Are the Basic FuncBons of Twi?er?
Sunday, January 13, 13
(i.e., What Should You Know How To Do?)
• How to set up an account• How to set up a profile• How to Tweet• How to follow others
To learn the basics, refer to Mashable’s “TwiGer Guidebook” at hGp://on.mash.to/EQU82 or blogger Brendan Schneider.
What Are the Basic FuncBons of Twi?er?
Sunday, January 13, 13
“Don’t think of picking the right tool, but pay a?enBon to what kind of interacBon the tool enables or magnifies.”
-‐ Liz Allen (from Currents Magazine, April 2012)
An Idea of Twi?er Beyond the Basics
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How do we go beyond the basics?
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The Basics• broadcasXng news and updates from your school
How do we go beyond the basics?
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The Basics• broadcasXng news and updates
Beyond the Basics• having conversaXons (begin by listening)• making connecXons (get outside of your community)
• engaging followers (promoXon is easy)
• building relaXonships (ask for and offer help and feedback)
How do we go beyond the basics?
Sunday, January 13, 13
Great Examples of Schools That Go Beyond the Basics with Twi?er
Sunday, January 13, 13
Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
Sunday, January 13, 13
Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
Gould AcademyBethel, ME@gouldacademy
• Good mix of the every-‐day, arXcles, photos, video, news stories
• Tucker Kimball, Director of CommunicaXons @tuckerkimball
Sunday, January 13, 13
Use TwiGer to BROADCAST BASIC NEWS AND UPDATES
Windward SchoolLos Angeles, CA@windwardschool
• Put a widget on your homepage
• Low-‐cost involvement, users don’t have to log in or subscribe
Sunday, January 13, 13
Use TwiGer in TIMES of EMERGENCY
Sunday, January 13, 13
Bay Ridge Preparatory SchoolBrooklyn, NY@bayridgeprep
• Used TwiGer to communicate about Sandy related closings, fundraisers, etc.
• On TwiGer since 2009
• Tweets family-‐related and educaXon-‐related arXcles and resources
Use TwiGer in TIMES of EMERGENCY
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Use TwiGer to BUILD AN ATHLETICS COMMUNITY
Sunday, January 13, 13
Harvard-‐Westlake School Los Angeles, CA@hwathleXcs
• 2,400 followers
• Avenue of communicaXon and info for parents
• Put link on all team pages
• Post all U/S scores and highlights
• Reaches reporters (LA Times)
• Live-‐tweet big away games so community can follow
• AthleXc Director Vince Orlando
Use TwiGer to BUILD AN ATHLETICS COMMUNITY
Sunday, January 13, 13
Use TwiGer to GET YOUR HEAD OF SCHOOL to GO SOCIAL
Sunday, January 13, 13
• 1422 followers, main
• 318 followers, HOS
Loomis Chafee SchoolWindsor, CT@loomischaffee@SCulbertLC
Use TwiGer to GET YOUR HEAD OF SCHOOL to GO SOCIAL
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Windward School Los Angeles, CA#wwhc13/socialHomecoming Project
• Drove folks to the /social• mash page and WW
website
• Used our Social Ecosystem (FB, TW, blog, photos, video) to create awareness and excitement
hGp://bit.ly/UOhg5W
Use TwiGer to CREATE SPECIAL EVENTS (use hashtags)
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Dr. Leshin’s visit to campus in fall 2012
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Sunday, January 13, 13
Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Two months later . . .
Our RoboXcs team does well at Vex CompeXXon, so . . .
Sunday, January 13, 13
Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Two months later . . .
Our RoboXcs team does well at Vex CompeXXon, so . . .
Sunday, January 13, 13
Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
@VexRoboXcs retweets and Vex and Dr. Leshin now follow us. We have a TwiGer RELATIONSHIP! (Ooooo!)
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Windward School Los Angeles, CA
• RT’ed by @rpinews: 2,124 followers
• RT’ed by @rpiscidean and NASA scienXst Laurie Leshin, 436
• WW sent future tweets re science/roboXcs – a relaXonship!
• NEW STORY! @VexRoboXcs retweeted, nearly 5,000 folowers.
• Using handles, built connecXons with influencers and friends
Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
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Use TwiGer to BUILD PROFESSIONAL RELATIONSHIPS
Next step for Windward CommunicaBons:
Geong key faculty to tweet professionally using @WindwardSchool and using handles and hashtags of our partners.
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Use TwiGer to ENERGIZE YOUR COMMUNITY
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University of Wisconsin-‐MadisonMadison, WI#Uwrightnow: 24 Hours in the Life of UW
• 1,018 stories, photos and videos, tweets posted – crowd-‐sourced
• 14,000 unique visitors in 24 hours
• Visitors from 50 states and 95 countries
• Visitors spent five minutes on the site on average
• 20% of visits happened on mobile devices
• 8,000 shares on Facebook and TwiGer
hGp://bit.ly/TamWdo
Use TwiGer to ENERGIZE YOUR COMMUNITY
Sunday, January 13, 13
Use TwiGer to ENGAGE YOUR ALUMNI to GIVE
Sunday, January 13, 13
University of Wisconsin-‐MadisonMadison, WIThe Bucky Challenge@uwmadison, @buckybadger#4bucky
• An alum family offered to give $1 for every new Facebook and TwiGer follower to UW-‐Madison and WAA
• Result: 20,000 new likes/follows; $20,000 raised for scholarship fund
• The future of social in educaXon: beyond building community to making conversions (raising money, etc.)
hGp://bit.ly/Ubr6SehGp://youtu.be/PEPteGL1xzk
Use TwiGer to ENGAGE YOUR ALUMNI to GIVE
Sunday, January 13, 13
15 Minutes a Day
• 5 minutes replying• 5 minutes re-‐tweeXng• 5 minutes promoXng yourself
-‐ via SEOmoz
How to Find the Time to Tweet?
Sunday, January 13, 13
• Get retweeted (make great content, use hashtags, use quotes)
• Make it easier to share content (buGons on website)
• Add links (through bitly)
• Tweet short smartphone photos/vids
• Direct traffic to your site with links to important arXcles, photos, and donor pages
• Use direct appeal: “Please RT,” “Share this on TwiGer,” “Tell a friend!”
• Put your handle on all advancement and admissions materials and on all faculty/staff email signatures (branding)
• Figure out the best Xmes to tweet and automate (Tweriod, Hootsuite)
Other Twi?er Tips and Tricks
Sunday, January 13, 13
• @edsocialmedia• @schneiderb – Brendan Schneider• @cassdull – Cassie Dull• @wsXtes – Willliam SXtes• @lizallen-‐ Liz Allen• @lorriej – Lorrie Jackson• @tuckerkimball – Tucker Kimball• @TravisWarren – Travis Warren, Whipplehill• @SEOMoz• @meetcontent
• good universiXes (UW-‐Madison, USC, BU, Tuvs, Harvard)
Follow some of the best
Sunday, January 13, 13