Headed into my district’s fourth year of using social media, some days I wonder why I dove into this pool all alone. With no staff to help manage the world I’ve created that my community and parents rely on, sometimes I can feel like I’m drowning.
So how does a one-person PR office manage a social media network (or three) for an entire school district? Easy. I’m picky. And purposeful.
Here are my tips to keep from drowning in the sea of social media.
1. Get on board. If your community and parents are there, you should be too. Do your research. In fact, take a survey, or ask on whichever platforms you are currently using.
2. Get off the boat. If that Instagram account you set up has hundreds of photos and few to no followers in the two years it’s been active, consider moving away from it. Don’t focus what little time you do have on a network that isn’t giving results. Don’t be on a network just to be there. It wastes time and isn’t useful.
3. Go with the flow. Spend your valuable time on the networks that work. If you are seeing dozens of new page likes and even more comments on your Facebook page every day, stick with it. If Twitter is picking up steam, spend some time there.
4. Row, row, row your boat. Once you establish the networks that work, be purposeful about engaging your audience. Know what engages them and use it. Follow an editorial calendar to schedule posts, and aim to post content that increases interaction. Don’t harm your networks that work by neglecting your audience.
With so much going on in our schools and communities, don’t waste time on social media networks or content that don’t bring value. Be picky.