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 Communicationswith Social Networking
Council of Great City Schools
June 25, 2009
The Rise of Online Media
Monthly On-line visitors
Family & Friend advice rising
44% who visit shopping Web sitesread consumer reviews
Social Networking sites up to 26%
Blog usage up to 24%
Movement from Mass Media to Massively Participatory Media
Things you can do
People you know
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.
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
Online media outlets replacing print
Traditional PR Principles
still in play:
Act as a resource
Treat digital the same as traditional media
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
Once a story is published, our New Media work begins:
Digg, Delicious, Yahoo Buzz, Redditt
Social Networking: Sharing
“I only use email for work and to talk to my mom.”
~ SDSU Journalism Senior
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
Professional networking site
A source for new talent
A tool to seek input
A tool to recruit for open positions
Who uses Twitter?
Also monitor conversations
Find topics to participate in
Monitor discussions on hot issues
Use of Fed Stimulus
push out stories
Engage in discussions
Not just a press release distribution wire
512+ followers and growing!
Thirty-four minutes after Janis posted his photo, MSNBC interviewed him live on TV as a witness
"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).