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Leadership and Social Media in Education

"Leadership and Social Media" examines the use of social media in public education, with examples from California and other public schools. By Charlene Li at the ACSA Superintendents Symposium, January 30, 2013 in Monterey, CA

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Leadership and Social Media in Education

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  1. Leadership and Social Media Charlene Li, Founder & Analyst, Altimeter Group @charleneli | charlene@altimetergroup.com January 31, 2013 | ACSA

  2. “Landing at night – it just fills you with terror…Every flight is almost as if you die a little death.” - Lt. Luis Delgardo “Top Gun” L t . 6

  3. The ability to give up the need to be in control and still be in command © 2011 Altimeter Group

  4. Open Leadership Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals

  5. STRATEGY ORGANIZATION PREPARATION

  6. © 2011 Altimeter Group

  7. Social is About RELATIONSHIPS

  8. Superintendent Devin Vodicka at Vista USD uses social media to develop a relationship “Existing communication methods were very antiquated. I wanted a way to communicate faster and in a more interactive way.”

  9. Getting a Relationship Started at Vista USD

  10. Getting a Relationship Started at Vista USD

  11. Getting a Relationship Started at Vista USD

  12. Four Categories of Social Initiatives Dialog Learn Support Innovate

  13. Four Categories of Social Initiatives Dialog Learn Support Innovate

  14. Learn with Monitoring Tools What if everyone in your district could listen….and learn?

  15. After the Newtown tragedy, Vista launched a safety survey on social media AND traditional channels

  16. Four Categories of Social Initiatives Dialog Learn Support Innovate

  17. Dialog Begins With Talking “We are under so much scrutiny. I’ve had to create a social presence to have a voice.” Chris Adams Superintendent, Coast Unified School District

  18. “We want to be able to communicate with our constituents.” “It’s great for our district to get our message out there, what we’re doing.” Superintendent Chris Adams and Henry Danielson Coast Unified School District

  19. “It’s important that we use social media. All kids are using it. It propels them into working workforce.” Henry Danielson IT Director Coast Unified School District

  20. Coast USD’s superintendent and 10 administrators manage social media with help from interns at a local college.

  21. Coast USD administrators use Twitter for networking and best practice sharing

  22. Four Categories of Social Initiatives Dialog Learn Support Innovate

  23. 29 Chicago Teacher’s Union organized on social media to influence opinion. Could social media benefit schools and parents too?

  24. 30District Facebook page provides support for parents in need of assistance.

  25. … As does its Twitter account. 31

  26. After the tragedy of Newtown… 3 2

  27. Hastings School District in Nebraska shares suggestions on how parents can talk to children about their fears, on Facebook. 33

  28. Portland, Maine Public Schools shares 5- minute video to help parents deal with aftermath – district social worker explains importance of listening and looking for changes in children’s behavior

  29. Nixa Schools in Missouri directs parents to mental health resources for children – sparking further conversation 3 5

  30. Four Categories of Social Initiatives Dialog Learn Support Innovate

  31. Innovation Day @Vista USD #vusdbb

  32. STRATEGY ORGANIZATION PREPARATION

  33. Culture and Leadership are the Lynchpins of Social Media Success 39 Authenticity Transparency

  34. 40 Practice Everyday Transparency

  35. FedEx’s Response • Less than 48 hour turnaround • Textbook responses • But clinical, not human Opportunity: Build trust with every day transparency

  36. Have The Courage to Take the Leap

  37. Training Develops Judgment -- and the Confidence to Use Social Media What you should do What you shouldn’t do Judgment is needed in between

  38. Content Tips from Superintendents 1. Have a district-wide social media policy 2. Find social media savvy administrators 3. Recycle sharable content 4. Update in real-time 5. Use tools like Hootsuite or Buffer

  39. 45 Discipline and Process are Crucial Source: “H&R Block’s Response Process” David Armano, Edelman 2010

  40. STRATEGY LEADERSHIP PREPARATION

  41. #1 Align Social with Key Strategic Goals Examine your 2012 & 2013 goals Pick ones where social will have significant impact Then double down 47

  42. #2 Ask the Right Questions About Value “We tend to overvalue the things we can measure, and undervalue the things we cannot.” - John Hayes, CMO of American Express

  43. #3 Create a Culture of Sharing

  44. #4 Master the Art of Failure No relationships are perfect Google’s mantra: “Fail fast, fail smart”

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