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| About the Authors | |
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| Forewordpxix | |
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| Introduction | |
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| Three Goals | |
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| Hold Tight or Let Go? | |
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| The Change | |
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| A Connected World | |
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| Getting and Using News | |
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| Who Uses New Tools? | |
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| Next Steps | |
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| Who Are Our Stakeholders? | |
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| New Tools for the New Generations | |
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| The New Challenge | |
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| Next Steps | |
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| Ten Realities of Social Media | |
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| Next Steps | |
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| Key Points | |
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| A Hyperconnected Community | |
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| Where Are Our Stakeholders? | |
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| Facebook | |
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| Twitter | |
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| Blogs | |
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| Message Boards | |
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| Micro-News Networks | |
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| Who Else is There? | |
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| Next Steps | |
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| Key Points | |
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| Leading the Change | |
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| Wide Networks, Great Conversations | |
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| Linking School and Community | |
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| Choking on Facts | |
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| Soft Selling in a Hard Market | |
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| Five Ways to Reconnect With Stakeholders in the 21st Century | |
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| Next Steps | |
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| Creating Change in the Trenches | |
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| Strategies With Solid Results | |
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| Next Steps | |
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| Key Points | |
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| Planning Your Debut and Creating an Online Platform | |
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| Checking Your Culture | |
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| Collaborative Effort | |
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| Remembering Your Goals | |
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| Next Steps | |
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| Your Online Platform | |
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| Your Website | |
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| Tracking Your Users and Getting Feedback | |
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| Outposts | |
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| Next Steps | |
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| Key Points | |
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| Facebook 101 | |
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| Profiles Versus Pages | |
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| Terms to Know | |
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| Wall | |
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| News Feed | |
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| Like | |
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| Comment | |
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| Next Steps | |
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| Taking Charge of Your Facebook Community | |
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| Managing Privacy Settings | |
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| Monitoring Comments | |
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| Maintaining Strong, Active Leadership | |
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| Next Steps | |
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| Key Points | |
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| Twitter 101 | |
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| The Benefits of Brevity and Speed | |
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| Twitter Shorthand | |
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| What's in It for Me? | |
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| Tweets or Emails? | |
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| Intersecting With a Wide Audience | |
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| Shaping Your Story in Other Media | |
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| Bad Tweets and Better Tweets | |
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| Ten Twitter Dos and Don'ts | |
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| Educators Who Tweet | |
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| Next Steps | |
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| Key Points | |
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| Blogging 101 | |
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| Connecting the Community to the School | |
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| Revealing the Human Side | |
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| Providing "Thought Leadership" | |
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| Next Steps | |
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| Key Points | |
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| Crafting Social Media Guidelines | |
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| What Are We Afraid Of? | |
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| Balancing Risks Versus Benefits | |
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| An Ounce of Prevention | |
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| Next Steps | |
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| Where to Start | |
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| Guidelines for Your Community | |
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| Guidelines for Critical Moments | |
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| Next Steps | |
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| Key Points | |
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| What We Say and How We Say It Matter | |
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| Roadblocks | |
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| Making Things Sticky | |
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| Getting Straight to the Point | |
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| Next Steps | |
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| The Language of Social Media | |
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| Write Short | |
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| Write Like You Speak | |
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| Write to Connect | |
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| Write With Passion | |
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| Focus on the Verbs | |
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| Write to Figure Out What You Are Thinking | |
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| Edit-A Lot | |
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| Create a Structure | |
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| Point to Additional Sources | |
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| Triage for Your Readers | |
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| Next Steps | |
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| Key Points | |
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| Listening to Social Media | |
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| Sharpening Your Listening Skills | |
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| Develop Goals: What Are You Trying to Accomplish? | |
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| Specify Time: How Often Will You Listen? | |
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| Designate Personnel: Who Will Listen? | |
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| Develop a Collection Tool: How Will You Record Your Observations? | |
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| Decide What to Do Next: How Will You Use What You've Heard? | |
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| Next Steps | |
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| Search Engines Make Listening Easy | |
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| Creating a Listening Post | |
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| Identifying Keywords | |
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| Next Steps | |
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| Key Points | |
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| Crisis Management and Social Media | |
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| Timing is Everything | |
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| Building and Maintaining Trust | |
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| Act Fast, and Act Early | |
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| A Dance of Opposites | |
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| Making Meaning in a Crisis | |
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| Evaluating Results Over Time | |
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| Next Steps | |
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| Key Points | |
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| The New World: It's Just the Beginning | |
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| It's Not About the Toys | |
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| There Are No Right Answers | |
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| Social Media is an Attitude | |
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| Next Steps | |
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| Key Points | |
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| References and Resources | |
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| Index | |