What Does This Have to Do With Me?

I scour my district’s Facebook insights, Twitter retweets, Instagram likes and YouTube views. Some posts blow up, with people responding in droves. Some molder quietly, with nobody seeming to care about them at all.

In order to provide more engaging content, I try to figure out what the most popular posts have in common.

From what I can tell, it comes down to one central theme: the popular posts connect to the audience in a personal way. They answer the question, “What does this have to do with me?”

Here are the top three best ways I’ve found to address this question:

  1. News that affects everyone
    Posts about the newly approved calendar or about snow days appeal to everyone because they affect everyone. These are the posts that are so popular they attract you a bunch of new followers.
     
  2. Awards
    I was initially surprised by how appealing posts about awards were. We get huge responses when the district, a school, a staff member or a student gets a major recognition. This is because these awards give people evidence that they are in a high-quality school district. Our awards make them look good.
  3. Pictures of people they know
    It’s becoming common knowledge that people respond to photos on social media sites. But I find that our best responses come when we post photo albums with lots of faces from around the school district. This increases the chances that they know someone in the photos. Photos+personal connection=engagement double whammy!

Using YouTube to Promote Safety and Security in Schools

Like many districts across the nation, school safety and security has been the topic of conversation in our community for the past couple of months.

We’ve sent letters to families, posted information on our website and provided talking points to all of our administrators, building leaders and key communicators about school safety. But we struggled with how to really show our community everything we have in place to keep their children safe. That is where YouTube and social media entered the picture.

Our department produced the video below in January of 2013, and then we posted it on YouTube in early February. We also shared the video on Facebook, Twitter, on our website and in our e-newsletter. Although we don’t have a staggering number of views so far, we really see this as something we can share with our community again if other school-related safety events happen in the future.

The response from our community has been overwhelmingly positive.

We also showed this video to law enforcement officials from the seven different police departments in our district. The feedback from police officers was positive as well, with them thanking us for helping keep them on the same page in terms of the safety measures our schools have in place.

We have used Facebook and Twitter for many years, but our department is just starting to produce videos and use YouTube as part of our social media toolbox. Right now, our YouTube channel is a work in progress. We’re working to improve it every day and continue to find new ways to connect with our staff, families and community.

They say a picture is worth a thousand words. I hope you find this video helpful as well as somewhat entertaining. But if possible, please take it easy on the quality of the voiceover guy…

Marco Rubio Could Be You

Let the Marco Rubio-sipping-a-Poland-Spring moment on national television be a lesson to us all.

No matter what your politics are, it was a surprising moment when the U.S. Senator from Florida first glanced at his water bottle during his Republican response to the State of the Union Address the other night, then bent down on national television to grab the bottle and take a sip, mid-sentence.

Less than a decade ago, we would have seen it and then — poof — it would have been gone.

But today, embarrassing, awkward and even worse moments become sensations. They are repeated, remixed and retweeted, then discussed and dissected by, well, the universe. Just moments after Rubio reached for the water bottle, Twitter exploded with tweets about the awkward moment, the words “watergate” and “Poland Spring” immediately trending. Among my favorite tweets, by the way, was “Zero Dark Thirsty.”

And Twitter was just the beginning. Dozens of Rubio parody videos have been uploaded to YouTube, friends and family members are discussing the incident on Facebook, and the senator’s own political action committee, Reclaim America, is now offering a Marco Rubio water bottle to supporters for $25. It helps to poke fun at yourself.

Along the way, of course, the senator picked up 13,000 new followers on Twitter.

But the Rubio moment and its subsequent virality should be a wakeup call to those of us in the public relations business. Our videotaped school events and Board of Education meetings, superintendents’ speeches, Facebook posts, tweets and transparency are all good things.

But we need to remind ourselves and those who work in our districts that those moments are now etched in time, permanent examples of how we behave and what we say, photograph and write.

The Rubio incident is also a chance for us to remind those we work for how important it is to prepare well for public appearances, press conferences, speeches and presentations. That includes hydrating.

The world is watching. No one wants to end up on David Letterman’s Top Ten List.

Social Media Portals: Herding Those Social Media Sites Into the Same Corral

At Southern Westchester BOCES, we’re trying out a new product that, since its launch in September, has already received interest from other school districts in our region. It’s called Smashup, and the product places all your social media feeds onto one page where readers can easily follow you and see your posts on Facebook, Twitter, Flickr, YouTube and now even Pinterest.

In addition, at the bottom of the page, you can see a cool iris tool that permits the user to scan through your videos and choose one to watch.

The company that created the tool, AllofE Solutions of Lawrence, Kan., worked with us over the summer to design our Smashup page and combined RSS feeds from our social media sites to build the page. We worked closely with the company on the design to ensure that it would look like our website pages, even though it’s not really a part of our website at all.

I was also trained on how to use the Smashup back-end tool, which permits me to make changes to individual modules, change font styles and even change the feeds themselves. I’m also able to rotate our featured social media feed, giving our member school districts a chance to be featured regularly. Currently, the White Plains City School District’s Facebook page is in the featured spot.

Having access to the tool is your choice, and some of you may prefer to simply permit the company to maintain and monitor the site. If you’re lucky enough to have a webmaster with html coding experience, then you might consider building your own social media portal page.

Blended social media portals are growing in popularity among K-12 school districts, but are particularly being used now by colleges and universities, many of which have grown their social media stable to dozens and even hundreds sites that can be corralled onto one page for easier access. Here are a few you can check out:

All Harvard Social Media

Kent State University Social Media Portal

Connect with The New School

Connect with Stevens-Henager College

Cincinnati Public Schools’ I Am CPS Page

Northfield Mount Hermon Independent School’s NMH Book

Research Demonstrates that Online Photos and Videos are Social Currency

Do you post photos you’ve taken on Instagram? Videos you’ve created on YouTube? Then you are a creator.

Do you use Pinterest or Facebook to find and repost photos and videos someone else created? Then you are a curator.

These are terms for online activities coined by researchers Lee Rainie, Joanna Brenner and Kristen Purcell in their study for the Pew Internet and American Life Project.

Their research, Photos and Videos as Social Currency Online, shows that 46 percent of adults on the internet are creators, posting their own photos and videos online. And 41 percent are curators, using sites like Pinterest to share other people’s photos and videos.

“Overall, 56 percent of internet users do at least one of these creating or curating activities, and 32 percent of internet users do both creating and curating activities,” they said.

It’s when this study starts breaking down the demographics that it really becomes useful to school PR professionals:

  • Almost a fifth of women online (19 percent) use Pinterest to curate photos, videos and links to other online content. Maybe it’s time to use some of Shane Haggerty’s ideas from his “Five Ways Your School District Can Use Pinterest” post to reach your district’s moms.
  • Instagram users are mostly young adults, with 27 percent of all internet users between the ages of 18 and 29 using the mobile photo sharing service. If you have a lot of young parents, perhaps you could start an account and a hashtag for your school district. If you don’t, Instagram might not be worth your time.

A Teaching Moment: Karen Klein and Social Media

Karen Klein (bullied bus monitor) and Max Sido...

Karen Klein (bullied bus monitor) and Max Sidorov (indiegogo campaign creator) on CBC (Photo credit: k-ideas)

Karen Klein, better known as the bullied bus monitor whose abuse unfolded on YouTube and other social media sites back in June, reminded me a bit of my own late grandmother. Somewhat forgotten by society in her later years, navigating a world that was moving way too fast, and unable to defend herself with any ferocity.

“If you don’t have anything nice to say, don’t say anything at all,” was the best she could muster when a group of students from Greece Athena Middle School in upstate New York pummeled her with epithets, poked and prodded her, and even made a veiled reference to what must have been the greatest tragedy of her life – the suicide 10 years ago of her son.

The Karen Klein incident also once again focused a 10-times magnification mirror on the wide spectrum of human behavior that exists out there. And it reinforced what we already know in the 21st century – that social media has become the lens through which we often see ourselves and others.

“This is a glance into the heart of darkness of the human spirit,” said Syracuse University media professor Robert Thompson in an article published in the Rochester Democrat and Chronicle in the weeks following the incident. “But it’s not a serial killer, it’s our own kids.”

As if bullying Ms. Klein wasn’t enough, one of the students on the bus that day shot a YouTube video  of the incident, titled, “Making the Bus Monitor Cry.” That’s where social media stepped in, and when a hard-to-watch bullying incident that would never have come to light in another decade spiraled into a phenomenon.

Everyone loves an underdog, in this case Ms. Klein, so an incensed 25-year-old Max Sidorov posted a link to the video on Reddit, a popular social networking site, announcing that he’d created an account on Ms. Klein’s behalf at indiegogo.com, a “crowdfunding” website.

Once the link was posted on Reddit, the YouTube video went from getting a few thousand hits to 8 million hits, in little more than a week.

Sidorov’s fundraiser, called “Let’s Give Karen H. Klein a Vacation,” set a goal of $5,000, but much to his surprise, donations far beyond that goal poured in. More than $703,000 was donated to the 68-year-old grandmother, who earned $15,000 a year as a monitor. About 32,000 people from all 50 states and 25 different countries donated to the cause, the vast majority with $10 and $25 donations. Mrs. Klein has since announced her retirement.

Sidorov, who is now trying to raise money to help the victims of flooding in Russia, recently quoted Anne Frank in a post on his Facebook page: “No one has ever become poor by giving.”

While it can be argued that the funds contributed to Ms. Klein could have been used to help bullied young people (those arguments were raging for a while online), the fact is, that’s not how the events unfolded here. What did happen was a series of incidents that trained an important lens, through social media, on the issue of school bullies.

That can’t be all bad.