Group text thread keeps a scattered team connected

My last blog post demonstrated how easily group texts can lead to miscommunication. But recently, I found some very effective ways to use them.

Recently I helped chaperone my son’s Model U.N. club on its trip to the state conference. Two adults were attempting to keep track of 14 teens scattered all over a bustling university campus at an event with 1,400 attendees. How could we find each other?

I typed each student and chaperone’s cell number into a group text and started a thread. “Please check in on the steps of the student union at noon. — Leslie”

Each person could hit “reply all,” and message the whole group, continuing the thread:
“Our committee is running late. Be there in 10 minutes. – Andrew.”
“Which room is the General Assembly in? — Carina”
“The GA is in Room C-12. – Zane.”
“Proposing a resolution to ban weapons of mass destruction. Need a speaker from the national defense committee to present in support. – Zane”
“I’m on it. Be there soon. – Joey.”
“Don’t forget to bring your pass for tonight’s social. — Josh”

Wow—that was handy! That got me thinking about how this would be useful at work. How about crisis response?

When an incident occurs, usually the team is scattered across the school district, with some at meetings in various schools, some traveling immediately to the incident site, and some remaining at the office. A group text thread set up in advance can be a way to quickly notify everyone simultaneously in a way they will likely pay attention to, and to keep the whole team in the loop as information emerges.

Be sure to run a test to ensure all your numbers work before disaster strikes. At the start of an incident, remind the group to sign each post to clarify who is saying what.

For example:
“Channel 2 is asking about a rumored bomb threat at the high school. What’s happening? – Leslie”
“Calling the principal, and heading there now. – Cindy.”
“Students reported something a student said. Calling a fire drill as a precaution. – Kim”
“Police just arrived. Calling neighboring schools with a heads up. – Kathleen”
“Instigator identified and questioned. Police say threat is not credible. – Cindy”
“Students returning to class. – Kim”
“Working on a letter to parents. Translations needed? – Leslie”
“Spanish & Russian, please. – Kathleen”
“Translation team standing by. – Alex”
“I will brief the Board. – Denice”

No doubt this strategy will also prove useful on our summer vacation. Disneyland, anyone?

Work Smarter, Not Harder…Repurpose Content

Working in education, we have all heard the phrase “work smarter, not harder.” It’s easy to talk about, but not always easy to implement. If your district is like ours, your communications department is small and there is usually more work than time, so working smarter is key.

While in college, I learned about the marketing rule of seven: individuals have to see your message at least seven times before they will remember it. I don’t think it is the number that really matters; it is more about the meaning. Individuals need to see your message multiple times in multiple formats to remember it.

In order accomplish this; our district makes a point to repurpose content. Our philosophy is simple: when we write something to put out to our audiences, it has to be used in a least five different places. By doing this, we are saving time and we are reaching our audiences via multiple communication channels.

For example, we might write a short new release about an upcoming play at one of our high schools. We distribute it to the media, we then include the same information on our district website announcements, in the parent e-newsletter, in school e-newsletters, in the staff e-newsletter, on our mobile app, on Facebook, on Twitter and in our monthly youth activities publication. By writing one story and repurposing it, we reach our audiences via 10 communication channels.

Here are some tips on repurposing content:

• Write content so it can be used in multiple formats, exactly as it is or changed only slightly.
• Write content so it is a quick, easy read. Readers want quick, short blurbs they can scan on their mobile devices, not long, complicated reads.
• Stagger the timing of your messages. Sending the same message out via five different communication channels at the same exact time probably isn’t as effective as sending it out in five different ways at staggered times.

A Comedy of Errors, Text-Message Style

With the constant communication that comes with cell phones, social media and texting, this English major has been mourning the loss of a crucial plot device – in comedies and tragedies alike – miscommunication. Without it, there would be no “Romeo and Juliet” and no “Taming of the Shrew.”

Worry no more, literature fans! This week I discovered the modern version, through the use of text messaging.

Arriving early at work on a big deadline day, I got a text. Looking at my phone, all I saw was a phone number, with three blank faces and a tiny square with a photo of my boss, so clearly the message was from him to the team.

INCOMING TEXT: “Stomach flu hit with a vengeance. Can’t come in. All the documents for today’s project are printed on the table in my office, except for four documents that are on my desktop. Can someone please print those for the 9:30 meeting?”

MY TEXT: “Happy to help. Headed to your office right now. Take care of yourself. Do we need to cancel the afternoon meeting?”

I then searched high and low on my boss’s computer for the documents and the files. I was not finding ANY of these items.

INCOMING TEXT: “What afternoon meeting?”

MY TEXT: “I can’t find the files. Still looking. I will try the finder. Or is it in the maroon folder?”

INCOMING TEXT “Ugh. On the desktop. Four files. Try the round table.”

The round table had nothing on it. The computer had nothing on it. I tried his desk.

MY TEXT: “Did you mean the top of your desk, or the computer desktop?”

INCOMING TEXT: “The computer desktop. Sorry—I would be there if I could move.”

ENTER BOSS, STAGE LEFT

ME: “What the heck are you doing here in your condition? You should be home in bed!”

BOSS: “Huh? I’m fine. What are you talking about?”

At this point, I abruptly realized I was searching in the wrong office, because Kathy was the one who was sick. Going to her office, I found all the documents.

Moral of the story: If you are not sure who is texting you, ask immediately. Not only will you save a lot of time, but you will eliminate the risk of divulging confidential or confusing information to the wrong person. And whenever confusion persists, try an old fashioned tactic and pick up the phone.

Three ways to use Skype for school PR

I am learning a lot from my 13-year-old this summer. How to sleep in. How to make a perfect s’more. And best of all, how to use Skype.

Skype is a social media tool I’ve wanted to try for many months, and once I finally sat down to figure it out, it took me five minutes. Five minutes to sign up, search for contacts and place my first call.

It’s easy, it’s fast and it’s free! Now I’m excited by the possibilities for school PR. Here are a few ideas that will make Skype a must-have tool:

Include out-of-town school board members in public meetings:
Worried about an absent board member missing an essential vote? Set them up on Skype before they depart, and then have them participate in the public meeting via video chat. By pivoting the laptop, the absent Board member can watch all the proceedings as a full participant.

Connect parents with your multilingual outreach team:
If your bilingual staffers are geographically scattered or few in number, use Skype to quickly connect an interpreter or outreach specialist with newcomers in any school or office. Training school secretaries on Skype makes every school a welcome center, and starts new families who don’t speak English off on the right foot by connecting them with a friendly staffer who speaks their language. This strategy could be used any time you need an interpreter, especially in an emergency situation.

Interact with your NSPRA chapter:
Need to share advice with distant colleagues? Want to start an APR study group? Hoping to save travel costs for an expert conference presenter? Just dial them in via Skype. The free version of Skype enables easy audio conference calls with up to 25 participants. And for as little as $5, Skype Premium lets you host a multi-person video chat with up to 10 participants.

Five ways to take the pulse of your community

PR professionals always have an ear to the ground. Issues anticipation is about sensing and understanding public opinion, then using what you learn to navigate strategically and transparently through times of change and challenge.

Twitter and Facebook are essential tools in this work, providing windows on the world into the concerns and priorities of school district parents, students, employees and community members.

Five easy strategies can help you take the pulse of your community on a regular basis:

1. Broaden your friend base:
   Besides growing your school district’s fan base, cast a wide net to expand the circle of Facebook friends on your personal page. Friend district partners, involved parents, community leaders, neighbors, staff members, Board members, Education Foundation board members and volunteers. Be sure to protect your personal privacy by setting up different groups for personal vs. professional contacts.
2. Lurk and listen:
   Pay attention to what’s buzzing in your community. Watch for complaints, debate and controversy tied to education. When they mention schools or kids, what are people wondering about or worried about? Which education or political groups are they tracking on social media? Are coalitions forming for or against a proposed school district change? Resist the urge to post or comment, and just listen.
3. Invite private messages:
   Be sure to invite fans of your school district Facebook site to message you privately about any issues or concerns. Respond promptly to resolve issues, provide information or direct them to the right district expert. This is a good way to resolve individual issues around grades, health, bullying, employees, or discipline without compromising student or staff privacy.
4. Post a survey:
   When a hot issue bubbles up, try an online survey. If a protest group has achieved critical mass, post it on their site. Community members will be glad you’re listening, and by using open-ended questions, you may well find some workable compromises or innovative strategies to resolve the issue.
5. Share what you hear:
   Many district leaders do not follow social media, so let them know what you’re hearing, especially in turbulent times. Copy key conversation threads into an email, so they have a feel for the community’s priorities and concerns. Remind them that it doesn’t matter how much you are listening if the district does not act on what it hears from the community.

Change is Easy. Transition is Hard.

Just when you think you’ve got it all figured out, they change it all. Here are a few tips and tricks to help you navigate through the latest changes to Facebook.

Facebook Cover Photo and Profile Image
The new format gives us the opportunity to get rid of the photo strip across the top and have one large image to showcase our page. Get more details from Facebook on the cover photo here.

• Image size maximum: 850 pixels by 315 pixels
• Image minimum: 399 pixels

Larger Posts
Pictures and videos are larger in posts. You can highlight posts by clicking the star icon in the upper right of a post. The pinning feature allows you to feature a post for up to a week before moving back to its place according to when it was posted. To pin a feature, click on the pencil icon in the upper right of the post and select “pin to top.”

Why would we want to highlight or pin different posts on our page? These tools help to tell your story and to increase awareness of certain activities, students, events and more.

History
Have your basketball, soccer, softball, track, gymnastics, golf or football teams won the state championship? Did you build a new building? The newest changes to Facebook allow you to go add “milestones” to your timeline. Look to the line that runs down the middle of your timeline and select “milestone.” You can fill out the information.

Fan Posts
Posts to your page by fans are now in a separate area on the right. Your story is now the focus of your timeline. The more visually engaging your content is, the better. Fans may spend more time reading through your timeline than before.

Custom Tabs
The custom tabs we knew don’t work with the new Facebook page. They haven’t disappeared. They’re still there. We don’t have the ability to capitalize on a landing page with a call to action. You can still incorporate applications and custom tabs. You just have to choose how to use them. Twelve applications can be showcased, with only four prominent at the top of your page. Photos cannot be changed. They are the first application to be shown. Choose your next three wisely. Make sure they are the ones to which you most want to drive people. You can always change based on activities, marketing focus, etc.

Facebook Offers
Watch for the ability to offer a deal on Facebook.

• View Einstein Bros Bagels’ February 27 offer.
• Learn more.

Insights, Admin Panel and Messages
Just when you thought it was over, Facebook included another change with the Timeline. You can access insights, likes, notifications and the new messages feature from the admin panel. Viewing insights, managing your account and communicating with your fans seem to be easier thanks to the new admin panel.

What are some of your favorite features of the new timeline? What do you not like about the changes?

The Chardon Tragedy and Social Media’s Role in Times of Crisis

This week in Ohio (as well as across the nation) we were shocked to see the tragic events develop before our eyes at Chardon Local Schools, a relatively small school district near Cleveland. For those of us who work in education, the thought of students being in harm’s way is gut wrenching, so this tragedy has truly caused all of us to stop and reflect.

For me, upon hearing the news first on Twitter, I instantly thought of my good friend and Ohio School Public Relations Association colleague Ellen Ondrey, who serves as Chardon’s community coordinator. Ellen has served on our board of OHSPRA for years and is currently our treasurer. Hearing her voice on the live news broadcast, her clarity, focus, transparency and genuine care for her district reminded me, and likely all of us who do this for a living, of why we have committed to helping school’s communicate and be prepared in times of need.

In Ohio, our network of school communicators did what we do best: communicate and offer our assistance to our friends and colleagues at Chardon Local Schools. And of course, social media played a prominent part in that. OHSPRA took to its Twitter account and Facebook page to offer support and resources. We knew there would be ripple effects across the state and nation, and we wanted to ensure that we offered support on the issues of crisis planning and communication.

We also saw how social media played a role in the word spreading about the shooting, from students inside the school using cell phones and tweeting while the crisis was happening to how thousands used sites like Facebook and Twitter to offer condolences and support. Social media continue to shift how we communicate, both good and bad, but the questions to ask are whether your school district is using it effectively and in times of need and are you prepared for how to leverage it best?

I wanted this blog post to be an open discussion on your thoughts on crisis communications and the role of social media in these moments of crisis. I look forward to hearing your comments and ideas. Consider this a starting point to crowd-source some best practices or ideas on leveraging social media in times of crisis.

We continue to offer our sympathies to Chardon Local Schools, the community and especially the families.

Six Strategies to Deal with Negative Posts

Worried about negative comments on your Facebook page?  Don’t be.

Social media is an opportunity for two-way communication with your community. The occasional negative comment provides an opportunity to understand which problems need fixing, to clarify rumors and misconceptions, and to truly listen to community members.

What’s the best strategy to deal with a negative post?  Here are six tactics to respond effectively:

1)    Wait. Very often, an involved, informed parent will counter-post  in defense of the school district, or provide the needed facts to clarify a misconception. Having a parent leap to your defense can be more effective than anything you say.

2)    Ask questions. If a post raises a new issue or a situation you are unaware of, this is an opportunity! Find out more. If this is best done privately, offer your phone number and ask the person to call you. If you are hearing the same message from several people, post an online survey to find out more.

3)    Provide accurate information. If the negative post is based on a false assumption or a lack of understanding, this is your chance to open a two-way dialog and provide the facts. Don’t just do this on your social media site; look for opportunities to spread the information using several communication strategies.

4)    Forward comments to district leaders. Does the post raise a safety concern? A complaint  A suggestion? Many top district leaders are not social media users, or might have missed the post. Simply copy and paste the comment, then email it to district leaders. It’s important to also send them the positive comments, which can be a real morale booster for staff.

5)    Enforce basic ground rules. Whether covered in district policy or not, a few simple rules will keep your social media site under control:

• No profanity.
• No personal attacks on any person: student, staff, or community member.
• Offending posts will be deleted immediately.
• Two-time offenders will be banned from the site.

6)  If trolls have taken over, go dark. If you are overwhelmed by negative posts, click the “unpublish” box. Figure out a plan to deal with the situation, then turn your page back on when you are ready.

Five ways your school district can use Pinterest

By now you have heard someone mention Pinterest. Usually it is followed by the words, “I’m addicted.” Pinterest shot to stardom in 2011, and so far it is an invite-only social network that allows users to “pin” their interests, dreams, likes, favorites, inspirations and more onto boards based on the categories of their choosing. Basically, Pinterest is social bookmarking, but visually appealing.

The image-based platform is one of the top ten most-visited social networks over the past year and interest continues to grow, especially among women, a key demographic. While it may not seem like Pinterest would be worthy of considering as a potential communications or marketing tool for schools, there are many ways a school district could use the site. And, based on its growing popularity, especially amongst moms, why wouldn’t you at least consider it and stay one step ahead of the social media game.

As always, corporations are already taking advantage of the site’s popularity, using it for various showcases, contests and more. Schools can also use this platform easily and effectively. Here are five ways to use Pinterest:

Digital News Clippings
Instead of clipping articles from your local newspaper, take advantage of the article being online and pin it. Pin the links to your television news stories or any other online media for that matter. You can also pin JPEG files as well. Create a visual, easy to look at digital clipping room on your Pinterest page to keep track of your media coverage.

Resource Room
Be helpful to your parents, students and other constituents by pinning resourceful articles and blogs that you find online. Perhaps you choose to focus on articles and resources about colleges, financial aid, career trends and the job market.

Employee Showcase
You can post pictures of your staff members and write brief bios on each. However, why not touch on what makes them stand out? Feature unique, pre-teaching career experiences or hobbies they have that are interesting. Maybe they played college sports or excel at playing an instrument. Why not humanize your staff members by telling brief stories about them and pinning it here in the “faculty lounge” section of your Pinterest page?

Education Advocacy
Now more than ever, those who work in education need to curate content and advocate for education at every turn. Create an advocacy board on your Pinterest and pin articles that support or inform about new legislation, school funding, testing, curriculum or more.

Student Success Showcase
Much like featuring your employees, featuring your students is important as well. Make this unique and differentiated from other areas of communications, though. We all know athletes and smart kids get a lot of attention, but here you could create a student success showcase of those that are doing remarkable community service projects, those who are remarkable employees at their after-school jobs or students who are earning industry credentials, college credit, scholarship money or more while in high school.

The possibilities with Pinterest are endless! Explore this hot, new social media tool and take advantage of its growing popularity. What ideas do you have for using Pinterest in schools?

The Future of Social Media Maintenance?

If you’re like me, you probably look forward to school calendar season as much as you look forward to your next dentist appointment.

I can remember nearly losing my sanity during a few school calendar seasons, sorting through hundreds of pieces of paper (including handwritten notes) containing competing events and dates.

And now, many of us have social media responsibilities added to our long list of tasks. What’s a school communicator to do?

There might be help on the way. In my web travels, I stumbled across some pretty interesting web-based problem-solvers. I am in no way endorsing these products; I’m just noting a possible trend here.

Tandem for Schools, for example, is a web-based calendar service now available to schools. Using Tandem, school administrators can contribute to and update a central calendar, thereby sidestepping competing events, eliminating all that paper, and permitting the person who compiles your print calendar to retain his or her grip on reality. And perhaps, if your district is ready for this, Tandem might eventually make the print calendar obsolete.

Tandem connects school districts with parents in multiple ways, centered around a sophisticated-looking system. The web-based calendar, set up by a school district (or by individual schools, PTAs, education foundations, sports booster organizations, etc.), can sync with users’ Outlook, iCal, Google Calendar, Windows Live and other calendar systems.

The service also provides iPhone and smartphone integration so that Tandem can send emails and text message alerts to parents. Messages can be filtered by parents along the lines of their interests — for example, some parents might only want alerts about sports events; others might want to know about everything on the calendar.

Tandem also integrates with the district website by allowing you to re-direct the calendar button or the link you use to your district or school Tandem URL, and users will land right on the calendar. The calendar also can be customized to your school or district colors and logo.  And it includes directions to every event you post on the district calendar, with the help of Google Maps. You can also post individual events from the Tandem calendar directly onto Twitter and Facebook, and the calendar can be embedded onto your district’s Facebook page.

The best way to understand how Tandem works is to watch the company video.

Although Tandem hasn’t published any rates that I can find, you can see what the company offers in two different pricing levels — basic (free version) and enterprise — here. You can also sign up for a demo or watch a Tandem webinar before deciding your next course of action.

Squareberry promotes itself as an automated social media tool that helps social media managers with scheduling news and posts, tracking feedback and impressions, and centralizing and automating your social media work, saving time and angst. The Squareberry tool integrates your Facebook page, your Twitter feed, and your LinkedIn page, and it lets you post to all at the same time. For those of you without a Facebook fan page, Squareberry will build one for you.

Squareberry also allows you to use a full web-based calendar as your central events tool, and will post those events on all your social media sites. Postings can be scheduled way in advance, and that will undoubtedly save you oodles of time. In addition, the tool includes in-depth integration with mobile devices.

The free version of Squareberry (for schools and non-profits) is somewhat limited and doesn’t include the Facebook fan page creation. You’re limited to 100 events per month and three social media accounts. The pro version, at $29 per month, offers unlimited events, unlimited web calendars, and five social media accounts.

To better understand how Squareberry works, take a look at their video overview.

If any of our readers have tried out these tools, please feel free to share your experience with the rest of us in the comments section of this blog.

Related articles

• Social media trends in 2012 (alexmikro.net)
• 15 Fluff-Free Ways to Step Up Your Social Media Game (hubspot.com)
• Social Media Sites – News, Networking and Bookmarking (socialmaximizer.com)