Rowman & Littlefield Publishers / NSPRA, National School Public Rel Assn
Pages: 126
•
Trim: 6⅜ x 9½
978-1-4758-4196-1 • Hardback • May 2018 • $59.00 • (£45.00)
978-1-4758-4197-8 • Paperback • May 2018 • $31.00 • (£25.00)
978-1-4758-4198-5 • eBook • May 2018 • $29.50 • (£25.00)
Kristin Magette, APR, is an award-winning public relations professional and advocate for service, strategic communications, and collaboration. A proud lifelong Kansan, she always makes time for her family, sharing stories, big laughs, and great food.
Foreword – Rich BaginPrefaceAcknowledgementsIntroductionCHAPTER 1Social Media Matters to Schools- Our “constantly connected” world
- “The U.S. Digital Consumer Report,” February 10, 2014, http://www.nielsen.com/us/en/reports/2014/the-us-digital-consumer-report.html.
- “2016 Nielsen Social Media Report,” January 1, 2017 http://www.nielsen.com/us/en/insights/reports/2017/2016-nielsen-social-media-report.html
- Bring the Digital World Into the Classroom
- Communicate With Parents and Patrons
- Harness the Social Share
- Engage With Parents
- Support Your Employees
- Protect Your Reputation
CHAPTER 2Why Are We Afraid?- Angry People Will Make Us Look Bad
- We Need Filters to Protect Us
- Ugly Headlines
CHAPTER 3Getting Started- Articulate Your Vision
- Where Do You Want To Go?
- What Are Your Opportunities?
- What Are Your Challenges or Barriers?
- Grow Your Group
- Test the Waters
CHAPTER 4Policy: Expectations and Consequences- Writing Your Policy
- Bullying and Social Media
- Handbook Guidelines for Employees
- Getting Your Board on Board
CHAPTER 5Procedures: Organize the Chaos- Information Sharing Form
- Make It Short, Simple, and Painless
- Embed Key Policies and Guidelines
- Create Value for the Employee
- Direct Support
- Social Media Champions
- Comments and Responses
CHAPTER 6Professional Development: Educate and Empower- The Digital Tattoo
- Ongoing Support
- Training New Teachers
- Annual Reminders to All Employees
- Occasional Inservice
- Informal Discussion Groups
- Social Media Champions
- Student Privacy
- Monitoring Accounts
- Recognize to Encourage
- Expand the PLN
CHAPTER 7Social Media Best Practices- Writing Your Post
- What’s a Hashtag?
- Make Sure Your Message Gets Through
- Give Your Followers What They Want
- Use Photos and Video
- Link to Content
- Monitor Trends
- Facebook Algorithms
- Twitter
- Instagram
- YouTube
- Live Video
- Paying for Posts
- Measuring Your Work
- Leaders on Social Media
- Be Strategic About Your Use
- Facebook Basics
CHAPTER 8Teaching and Learning- Real-World Relevance
- Hashtags to Extend the Classroom
- Digital Citizenship
- Parents as Empowered Partners
CHAPTER 9Communicating to Families and Other Stakeholders- Tune into Station WII-FM
- What Works – and Wins
- Build a Platform for Communication
- Grow a Community
- Let Your Fans Post
- Community Guidelines
- Tell Your Story
- Broadcast Live
CHAPTER 10When Social Media Isn’t Easy: Nasty Comments and Crisis Events- Ugly Comments
- Monitor the Conversation Thread
- Provide a Simple, Unemotional Response
- Privately Contact the Commenter
- Solve Problems, but Don’t Debate
- Nasty Posts on Other Pages
- Stand Up for Employees
- Share Bad News
- Use the Power of Social
- It’s Fast
- Fans Are Passionate
- People Want to Share
- Be Prepared
CONCLUSIONABOUT THE AUTHOR
This book would be useful for leaders or teachers in the school system in order to better implement social media into schools.
— Communication Booknotes Quarterly
In The Social Media Imperative: School Leaders and Strategies for Success, Second Edition, Magette hits a homerun! The need for leaders who embrace and leverage of social media for effective communication has never been higher. In our immediate 24/7 world, leaders must be nimble, agile, and ready to lead with modern tools. From #k12PRchat to evidence of effective practices in the workplace, this book is a must read, top priority for all leaders!— Michael Lubelfeld, superintendent; co-author of "The Unfinished Leader: A School Leadership Framework for Growth and Development"
This book is a blueprint for education leaders to build a social media community that is grounded in meaningful and respectful dialogue. Magette examines social media through the lens of a strategic engagement process designed to encourage truth and transparency, while building public trust. It is a must-read for every education leader tasked with the responsibility of communicating with parents and taxpayers.— Julie Thannum, assistant superintendent for Board and Community Relations, past president, National School Public Relations Association
Social media provides the opportunity for truth to be made known. Never have we had the opportunity to promote, enhance, advocate and communicate our message for public education as we do today, through social media. Magette is a national leader in school communications and has paved the highway for social currency, asking and answering the right questions. Everything you need to know to ensure success on this journey is encapsulated in this edition.— Frank S. Henderson, board of directors, National School Board Association
Students and parents expect schools to engage with them where they are -- on social media. The Eudora Schools story shows that embracing social media in schools doesn't have to be complicated or scary. And this book shows exactly how to overcome risk to deliver enormous rewards for students, teachers, and families.— Ben Smith, Principal of Social: IRL, Director of Social and Emerging Media at Callahan Creek, National Social Media Club Advisory Board member