Other posts in this blog have addressed the various ways that school PR pros can set up schedules for updating social media channels, along with tools available to monitor social media activity. While attention has been given to strategies for responding to negative posts, some thought should also be given to how to respond to less volatile, but still important posts.
If your district has established a social channel, be it Facebook, Twitter, LinkedIn or any other outlet, you should expect that random questions will be asked in those forums. These questions may be completely out of left field and have nothing to do with what you perceive to be the topic of the day. But, it is the most important matter on the mind of the person who posted it and as such, demands your attention.
The obvious first step is to monitor those social medial channels where your district has a presence. And that doesn’t mean just 8-5, Monday through Friday. Social media authorities repeat over and over that the busiest times for social media use are evenings, nights and weekends. Be sure to develop a plan that allows for monitoring for questions during those busy times.
If you have the answer readily available, just go ahead and answer the question. If you don’t know the answer, you can respond with that information. A quick response that may not have the answer to a question is better than no response. If you need to defer to the subject matter expert, at least let the questioner know that someone is working on their behalf and an answer is forthcoming…and then make sure it happens!