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School Communications with Social Networking. Council of Great City Schools June 25, 2009. The State of Traditional Media. Newspapers & Magazines: Reducing staff, pay cuts, folding. Kansas City Star – c ut 15% staff Fort Worth Star Telegram – cut 15% staff Reader’s Digest – staff cuts

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School Communications with Social Networking

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School Communicationswith Social Networking

Council of Great City Schools

June 25, 2009

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The State of Traditional Media

  • Newspapers & Magazines:Reducing staff, pay cuts, folding

  • Kansas City Star – cut 15% staff

  • Fort Worth Star Telegram – cut 15% staff

  • Reader’s Digest – staff cuts

  • Chicago Tribune – cut 53 editorial staffers

  • Travel & Leisure Golf – folded

  • San Diego Union-Tribune – 192 laid off

  • San Diego 6 News – cut sports dept.

  • Rocky Mountain News – folded

  • Miami Herald – cut 175 staff

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The Rise of Online Media

Daily Newspapers

Current Circulation

Monthly On-line visitors

  • San Diego Union-Tribune, Sunday 330 K

  • LA Times, Sunday 1.05 M

  • Chronicle of Higher Ed 76 K

  • Wall Street Journal 2.01 M

  • New York Times, Sunday 1.4 M

  • 1.1M

  • LA Times 6.7 M

  • 507.8 K

  • 7.1 M

  • 24 M

  • 20.3 M

  • Drudge Report 7.2 M

  • 12.7 M

  • 25.8 M

  • 79.3 M

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Growth of Platforms to Share Media

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Media Myths & Realities Survey

Family & Friend advice rising

44% who visit shopping Web sitesread consumer reviews

Social Networking sites up to 26%

Blog usage up to 24%

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Movement from Mass Media to Massively Participatory Media

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Change our Thinking

  • Friends and family are our news filters

  • PR and Customer service is converging – people take complaints/issues right to Social Media

  • Broader view of media – we all need to be generalists

  • Search is the new media – Google and YouTube are now major sources of information

Motrin Moms

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What is New Media?

  • An evolution

    • Extension of traditional media

  • User/Consumer driven

  • Diverse

    • People go to specific places, including social networking sites for specific kinds of news

  • Much more personal

  • An opportunity to Connect

Things you can do

People you know

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Social Media/Networking

Nielsen Online, an analytics firm that tracks time spent online at various websites, has issued a report finding that throughout 2008 social networking sites and blogs saw more time spent by users than personal email.

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Opportunity: The Power of Pull

Create your own content that people can find on their own

Shape the search shelf – influence search engines like Google and YouTube

Fill the void left by declining traditional media opportunities

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New Media at SDUSD

  • Using New Media as an extension of our own media team

  • Parents, students, businessesall use new media

  • Building connections to school communities:

    • Provide news, stories, tools and information

    • Create connections

    • Offer feedback options

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Media Relations in an Online World

Online media outlets replacing print

News anytime

Multi media

Longer articles

Traditional PR Principles

still in play:



Build relationships

Act as a resource

Treat digital the same as traditional media

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Growth of Online News

  • SDNN San Diego’s #2 Online paper

  • Education writer

  • Tweets

  • Comments

  • Shares

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SDSU News Center

Our own “news bureau”

Making our news “Snaggable”

News items posted by email to “Blogger”

Pushed to sites by “Feedburner”

RSS feeds to subscribers

Pushed to Facebook and other social networking sites

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New Media: Sharing

Once a story is published, our New Media work begins:


Digg, Delicious, Yahoo Buzz, Redditt

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Social Networking Metrics

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Email News to Link to Social Media

  • SDUSD Friday Notes

    • 40,000 parents, community members elected officials

    • From Zangle database

  • Vendor: Email Networks

    • Spam protection

    • List maintenance

  • Links to Social media sites

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Social Networking: Sharing


  • Facebook's mission is to give people the power to share and make the world more open and connected.

  • Millions of people use Facebook everyday to keep up with friends, upload an unlimited number of photos, share links and videos, and learn more about the people they meet.

  • 70.2 Million visitors a month


  • LinkedIn is an interconnected network of experienced professionals (B -2-B) from around the world, representing 170 industries and 200 countries.

  • You can find, be introduced to, and collaborate with qualified professionals that you need to work with to accomplish your goals. 23.6 Million visitors a month

“I only use email for work and to talk to my mom.”

~ SDSU Journalism Senior

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Our Communities are Using Social Media Actively!

  • TalksEvan Williams: How Twitter's spectacular growth is being driven by unexpected uses

  • Example of Parent Organizing

    • Save the Arts in San Diego Schools (Facebook)

    • Language Academy PTA (Twitter)

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SDUSD On Facebook

Several sizable user generated, SDUSD related “groups.”

We have become active participants in those groups, sharing news and stories, etc.

It's more personal that way –TRANSPARENCY!

Automatic posts from Newsfeed blog

213 “fans”and growing

Active commentsinteractions with fans

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SDUSD On LinkedIn

Professional networking site

SDUSD employees

A source for new talent

Interest Groups

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LinkedIn: Research

A tool to seek input

A tool to recruit for open positions

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Social Media/Networking


  • Microblogging - Twitter asks one question, "What are you doing?" Answers must be under 140 characters in length and can be sent via mobile texting, instant message, or the web.

  • More than 6 million users, Twitter can be used to broadcast your company's latest news and blog posts, interact with your customers, or to enable easy internal collaboration and group communication. 15 Million visitors a month

Who uses Twitter?

  • EdWeek

  • TeacherTube

  • Elected Officials

  • Media Outlets

    • Wall Street Journal

    • New York Times

    • San Diego Union-Tribune

  • Other Schools & Universities

  • Students

  • Alumni

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Who uses Twitter?

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Monitor Your School Brand on Twitter

Also monitor conversations

Find topics to participate in

Monitor discussions on hot issues

Use of Fed Stimulus

Budget cuts

School lunches

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SDSU On Twitter

Twitter @sdschools

push out stories


special events

Engage in discussions

Not just a press release distribution wire

512+ followers and growing!


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Twitter: Emergency Communications

Thirty-four minutes after Janis posted his photo, MSNBC interviewed him live on TV as a witness

  • Helped SDUSD spread accurate information about H1N1

  • Another tool in event of an emergency

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What’s Next?

  • Blogs and Blogger Relations

  • Comments and discussion threads on new website

  • Monitor and respond: What are people asking about …?

  • Alumni/Donor Relations

  • Student Relations

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  • Engage consistently and regularly

  • Create meaningful content

  • Keep it simple and utilitarian

  • Be fast and fun

  • Think relationships, not campaigns

  • Start small, monitor and engage on Twitter

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"The website's dead. It's not about websites. It's about webservices. Entering the cut and paste web. Might be Facebook, might be Google. If you're not building an armada of where your content can go - there's 45 ways now an don't standards - you have to go where theaudience is."Steve Rubel"Being on the internet's hard work."Josh SpearSocial Media discussion at the PSFK Conference New York 2008.The participants were Josh Spear (Undercurrent), Noah Bier (Naked and Likemind), Marc Schiller (Electric Artists) and Steve Rubel (Edelman).

Last Words

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