For the past several years, I’ve been pushing principals to build a presence for their schools in social spaces like Twitter, Facebook and Instagram simply because social spaces tend to be spaces where our primary customers — parents and students — spend a heck of a lot of time. If you believe that communicating effectively with the people that you serve matters, then you simply CAN’T keep ignoring the tools that the people you serve are using for communication.
Need more proof that sharing in social spaces matters?
Then consider the fact that 63 percent of the respondents to a recent Pew Research Center on Journalism and Media survey reported turning to Twitter and Facebook for news “outside the realm of friends and family” — a percentage that has grown significantly since 2013, that cuts across demographic and age groupings, and that will only continue to grow as both services develop new features that make it even easier for users to consume news from their sites.
Think about that for a minute, would you?
Can we really rely on weekly automated phone calls, static homepages on the web, or monthly “From the Desk of the Principal” newsletters to communicate with our communities when our communities are growing increasingly comfortable finding news in the kinds of spaces that we have traditionally avoided? Don’t we lose valuable opportunities to tell the story of our successes when we cede our messaging presence in social spaces to other news sources?
One of the easiest ways to tap into the messaging power of social spaces is to establish — and then encourage everyone in your community to start using — a school and/or district hashtag.
The beauty of using hashtags to organize your school/district presence in social spaces is that every stakeholder can add to the conversation without needing access to specific social media accounts. That facilitates sharing. School personnel can post traditional communications — calendar updates, school closing information, details on special programming or deadlines — just as easily as classroom teachers can post pictures of cool classroom happenings or community organizations can post links to resources that parents and students might find useful.
Need some examples of the role that hashtags can play in your school’s messaging efforts?
Then check out this handout — which encourages readers to reflect on the content being shared by four different schools and districts who are using hashtags as a communication tool. Doing so will give you a better sense for how hashtags can be used to create a positive presence for your school in the kinds of spaces that our audiences have already embraced.
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