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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Social Media Issues & Best Practices
Texas School Public Relations Association 2012 Conference ~ #tspra12
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Let’s Discuss
School PR issues leveraging social media
Strategic communication impact Seven steps to social media prowess Straight talk on social media
measurement
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Let’s Ignore
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…
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Beyond the BasicsHow are school PR pros leveraging social media?
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12Who’s In?
Audience Participation Time:
• Blogs• Facebook• Twitter• Flickr• YouTube• SlideShare• Stumble Upon• Foursquare• LinkedIn• Tumblr• Pinterest• Digg• Yelp• Etc.
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Good, the Bad, and the Ugly Truth About Social MediaWhat are the strategic communication advantages of social media?
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Good, the Bad, and the Ugly Truth About Social Media Tools are easy and efficient Exponential message reach potential Low barriers to entry Plenty of low-hanging fruit
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Good, the Bad, and the Ugly Truth About Social Media Message control is fiction Negative feedback is part of the
conversation There is no silver bullet
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Good, the Bad, and the Ugly Truth About Social Media 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
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Truth About Social Media
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
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“If you find yourself in a hole, the first thing to do is stop digging.”
- Will Rogers
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
7 Steps to Social Media ProwessThe Magnificent Seven Steps to Remember
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
7 Steps to Social Media Prowess
Grow Bigger EarsListen and monitor the conversation
Personality as an AssetIt's ok (and a good idea) to human
Storytelling in the Social SphereTell your story otherwise someone else will
Don’t re-create the WheelSee what's working for others and follow their lead
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
7 Steps to Social Media Prowess
Do Create the ReelVideo is a powerful storytelling device
Be Your Own NewsroomCommunicate directly with your audience
Learn from and Adapt to ChangeSocial media can be a moving target
BONUS TIP: Don't be afraid to ask for help.
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“What we got here is…failure to communicate.”
Evan RA Miller's Cool Hand Luke via http://www.squidoo.com/cool-hand-luke
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Measurement Matters What’s working. What’s Not. What’s the Difference?
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Strategic Communication Planning & Social Media
(R) Research (P) Planning (I) Implementation (E) Evaluation
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
(R) Research
What do we know? What don’t we
know? Who do we want
to reach? What do we know about them? Where do we find them? What do we want them to do?
It starts with thinking about the people.
School District Buyer Personas
What do School Districts Sell?
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
(P) Planning Goal Measurable
Objectives (who, what, by when,
by how much) Strategies Tactics/Tools
Notice the tactics/tools are the last thing before implementation
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
(I) Implementation
Execution of the plan or communicating
Creative Materials Budget Timeline Delivery
Actual messages sent through what channels?
How many reached targeted audiences?
Monitoring tools for execution?
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
(E) Evaluation
Did you accomplish your objectives? Prove it.
Identify ways to improve and recommendations for the future.
Media hits are not measurement.
Measure effectiveness of the program against objectives.
Adjust the plan, materials, etc., before going forward.
Can serve as research for the next phase or program.
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
“However beautiful the strategy, you should occasionally look at the results.”
- Winston Churchill
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Look & Listen
Audience Participation Time:
• Google Analytics• Likes (Fans)• Followers• Comments • Blogs• Shares• ReTweets• @ Replies/Direct Messages• (New) Subscribers• Open Rate• Click-Thru Rate• Hashtag Use• Registrations• Survey Results
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
The Right Tools for the JobObjective Metric The Right Tools
(examples)InquiriesWeb Traffic
Percent increase in trafficClickthroughs or downloads
Web server analytics(Google Analytics, WebTrends)
Preference Percent of audience preferring your district to the competition
Online surveys(Zoomerang or SurveyMonkey)
Awareness Percent awareness of your district, school, or event
Online surveys(Zoomerang or SurveyMonkey)Focus Groups
Communicate messages
Percent of articles containing key messagesTotal opportunities/Cost per opportunity to see key messages
Media analysis(BurrellesLuce, Vocus, Clipmetrics, Cymfony, MediaSense, Echo, etc.)
Percent aware of or believing in key messages
Focus Groups, SurveysAdapted from Measure what Matters by Katie Delahaye Paine
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Media Analysis
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Media AnalysisKey Bond Messages:• equity• safety and security• technology• aging campuses and infrastructure
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Web Server Analytics
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Web Server Analytics
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Facebook Insights
http://ads.ak.facebook.com/ads/FacebookAds/Page_Insights_en_US.pdf
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Twitter Updates & Followers
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Twitter Reach
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Blog Stats & Comments
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Blog Stats & Comments
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Let’s Review
Social media are just tools. Determine strategic communication
impact. Take steps to increase social media
prowess. You can (should) measure social
media.
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Richie Escovedo @vedo | Mansfield ISD @mansfieldisd | #tspra12
Questions?
ContactRichie Escovedo http://nextcommunications.blogspot.com