Why Social Media Matters School Communication in the Digital Age

ISBN-10: 1935542966

ISBN-13: 9781935542964

Edition: 2012

Authors: Kitty Porterfield, Meg Carnes

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Why Social Media Matters: School Communication in the Digital Age ushers school leaders into the age of social media. Authors Kitty Porterfield and Meg Carnes demonstrate how social media can be a powerful tool for meaningful communication between school leaders and staff, parents, community members, and the media. They use current research and tools along with real-world examples to explain both why and how school leaders should use social media. They examine:
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Book details

List price: $24.95
Copyright year: 2012
Publisher: Solution Tree
Publication date: 1/1/2004
Binding: Paperback
Pages: 160
Size: 5.75" wide x 8.75" long x 0.30" tall
Weight: 0.550
Language: English

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