Increasingly, this form of communication is becoming more obvious for schools.
Be aware of all the privacy and legal issues!
The Challenge
Once again we are challenged to meet our parents, staff, students and other interested community members where they are at, or might be, in the near future.
The social networking tentacles are reaching further into the various demographics affecting our school communities, often way beyond the awareness of school leaders.
No longer is it just the teens and '20 something', it is now common for people in their 50s and 60s to have one or more social networking accounts.
Misconception?
With respect, and only to make a point shout out loudly, the misconception is that this form of communication is just used for inane chat amongst ‘dizzy lightweights’!
Yes, this may be so for a number of users, however there is a considerably large and ever growing group of people who use this for much more than chat, even though legitimate chat does play an important part in many forms of communication.
These people are not only building and strengthening relationships amongst friends and newly formed acquaintances / friends through their engagement online with each other and often doing so simultaneously, they may also be adding depth to key aspects of their lives.
Underlying Assumptions
There are a number of interesting assumptions an ever expanding group of people, with representatives in most age groups, of the 21st century make:
• People like to build trusting relationships with others before doing ‘business’ (Schools need to be open to appreciating this belief and then adapting the way they communicate with such people.)
• The busyness of life often limits face-to-face opportunities
• The relationship does not need to be a face-to-face encounter, even though this is often preferred
• ‘anonymity’ allows for a less inhibited sharing of ideas and thoughts. (Easier for some people to make a comment when the contact person isn’t actually in front of them. Similar for some people when using telephones or email.)
• The internet often provides the answers people are seeking (How often do you hear more and more, “Google it!”)
• Digital communication is the easiest and quickest means of communication
• Digital communication allows for multiple conversations simultaneously
• People using these forms of communication eventually trust in the results due to their experiences.
Why Consider Social Networking Websites?
To reach this ever growing group of people in our communities we must meet them where they are at!
In many circumstances, this may not be your ‘cup of tea’.
But you do have control over who sees and comments on your school ‘Facebook’ pages if you follow the security directions.
You may limit membership to only parents and former students (and students?) and hence only these people will see what you say and show.
Staff should not have students as ‘friends’ on their social networking pages due to the inappropriateness of this.
Other topics discussed in the school marketing manual e-Book:
- Examples
- Which Social Networking Sites to Use?
- Approaches to Use
- School Group Membership
- School Leader Membership
- Facebook - chapter
- Twitter - chapter
- Linked In - chapter
- Caution Needed When Using Social Networking Sites
The SMA Website + School Marketing Manual for the Digital Age (3rd ed) 2010 eBook by Bryan Foster are two key resources to assist the with the school marketing plan.
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