leadership and social media in education
DESCRIPTION
"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, CATRANSCRIPT
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Leadership and Social Media
January 31, 2013 | ACSA
Charlene Li, Founder & Analyst, Altimeter Group@charleneli | [email protected]
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Lt. Luis Delgardo
- Lt. Luis Delgardo“Top Gun”
“Landing at night – it just fills you with terror…Every flight is almost as if you die a little death.”
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© 2011 Altimeter Group
and still be in command
The ability to give up the need to be in control
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Open Leadership
Having the confidence and humility to give up the need to be in control, while inspiring commitment from people to accomplish goals
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STRATEGY
ORGANIZATION
PREPARATION
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© 2011 Altimeter Group
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Social is AboutRELATIONSHIPS
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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.”
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Getting a Relationship Started at Vista USD
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Getting a Relationship Started at Vista USD
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Getting a Relationship Started at Vista USD
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Four Categories of Social Initiatives
Learn
Dialog
Support
Innovate
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Four Categories of Social Initiatives
Learn
Dialog
Support
Innovate
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Learn with Monitoring Tools
What if everyone in your district could listen….and learn?
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After the Newtown tragedy, Vista launched a safety survey on social media AND traditional channels
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Four Categories of Social Initiatives
Learn
Dialog
Support
Innovate
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Dialog Begins With Talking
“We are under so much scrutiny. I’ve had to create a social presence to have a voice.”
Chris AdamsSuperintendent, Coast Unified School District
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“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 DanielsonCoast Unified School District
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“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
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Coast USD’s superintendent and 10 administrators manage social media with help from interns at a local college.
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Coast USD administrators use Twitter for networking and best practice sharing
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Four Categories of Social Initiatives
Learn
Dialog
Support
Innovate
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Chicago Teacher’s Union organized on social media to influence opinion. Could social media benefit schools and parents too?
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District Facebook page provides support for parents in need of assistance.
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… As does its Twitter account.
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After the tragedy of Newtown…
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Hastings School District in Nebraska shares suggestions on how parents can talk to children about their fears, on Facebook.
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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
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Nixa Schools in Missouri directs parents to mental health resources for children – sparking further conversation
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Four Categories of Social Initiatives
Learn
Dialog
Support
Innovate
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Innovation Day @Vista USD #vusdbb
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STRATEGY
ORGANIZATION
PREPARATION
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Culture and Leadership are the Lynchpins of Social Media Success
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Authenticity
Transparency
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Practice Everyday Transparency40
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FedEx’s Response
• Less than 48 hour turnaround
• Textbook responses• But clinical, not human
Opportunity: Build trust with every day transparency
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Have The Courage to Take the Leap
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Training Develops Judgment -- and the Confidence to Use Social Media
What you should do
What you shouldn’t do
Judgment is needed in between
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Content Tips from Superintendents
1. Have a district-wide social media policy
2. Find social media savvy administrators
3. Recycle sharable content4. Update in real-time5. Use tools like Hootsuite or Buffer
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Discipline and Process are Crucial45
Source: “H&R Block’s Response Process” David Armano, Edelman 2010
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STRATEGY
LEADERSHIP
PREPARATION
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#1 Align Social with Key Strategic Goals
Examine your 2012 & 2013 goals
Pick ones where social will have significant impact
Then double down
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#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
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#3 Create a Culture of Sharing
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No relationships are perfect
Google’s mantra: “Fail fast, fail
smart”
#4 Master the Art of Failure
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© 211 Altimeter Group
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Create Sandbox Covenants
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Social is AboutRELATIONSHIPS
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Charlene Li
charleneli.com/blog
Twitter: charleneli
For slides, send an email to
For more information visit
visit charleneli.com and
altimetergroup.com
© 2012 Altimeter Group