Whether you’re trying to break into social media for the first time or strengthen your existing presence, this quick overview provides the basics to consider when drafting your social media strategy for your school or district. You’ll get some best practices to help your online community stay engaged with the content you share.
Why do you need a plan?
Attempting to launch your social media presence without a proper strategy is like trying to teach a class without a lesson plan.
Today, nearly three-quarters of Americans connect to more than one social media platform. Its widespread appeal, accessibility, and ease of use pave the way for a massive volume of conversations taking place online every day. Major players like Facebook, Twitter, Instagram and more have become ideal spaces to connect with your community since they’re already there. It’s important to know what you’re communicating and why; this drives the strategy.
Schools use their social media presence to:
- Deliver school news/information (e.g., lunch menus, class activities, scheduled events)
- Connect with your community to encourage its involvement and support of service project, extracurricular activities, etc.
- Take a pulse of the community by learning about its shared interests, get involved in public discussions related to the school, identify trending topics (including potentially dangerous viral challenges).
- React to, or communicate about, emergencies.
Given the possibilities of what you can share on social media, devising a plan shapes the routine needed to maintain a successful presence. It also helps you think through what content you’ll share–reducing the guesswork of what you should post. There’s a lot more to consider then you may realize. Far more than creating a Facebook page and typing some thoughts.