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"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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    Presentation Transcript
    leadership and social media

    Leadership and Social Media

    Charlene Li, Founder & Analyst, Altimeter Group

    @charleneli | charlene@altimetergroup.com

    January 31, 2013 | ACSA

    landing at night it just fills you with terror

    “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

    the ability to give up the need to be in control

    The ability to

    give up the need to

    be in control

    and still be in

    command

    © 2011 Altimeter Group

    open leadership

    Open Leadership

    Having the confidence and

    humility to give up the need

    to be in control, while

    inspiring commitment from

    people to accomplish goals

    strategy

    STRATEGY

    ORGANIZATION

    PREPARATION

    social is about relationships

    Social is About

    RELATIONSHIPS

    superintendent devin vodicka at vista usd uses

    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.”

    four categories of social initiatives

    Four Categories of Social Initiatives

    Dialog

    Learn

    Support

    Innovate

    four categories of social initiatives 1

    Four Categories of Social Initiatives

    Dialog

    Learn

    Support

    Innovate

    learn with monitoring tools

    Learn with Monitoring Tools

    What if everyone in

    your district could

    listen….and learn?

    after the newtown tragedy vista launched a safety

    After the Newtown tragedy, Vista launched a safety

    survey on social media AND traditional channels

    four categories of social initiatives 2

    Four Categories of Social Initiatives

    Dialog

    Learn

    Support

    Innovate

    dialog begins with talking

    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

    we want to be able to communicate with

    “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

    it s important that we use social media all kids

    “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

    coast usd s superintendent and 10 administrators

    Coast USD’s

    superintendent and

    10 administrators

    manage social

    media with help

    from interns at a

    local college.

    coast usd administrators use twitter

    Coast USD administrators use Twitter for

    networking and best practice sharing

    four categories of social initiatives 3

    Four Categories of Social Initiatives

    Dialog

    Learn

    Support

    Innovate

    slide29

    29

    Chicago Teacher’s Union organized on social media to

    influence opinion. Could social media benefit schools

    and parents too?

    as does its twitter account

    … As does

    its Twitter

    account.

    31

    hastings school district in nebraska shares

    Hastings School

    District in

    Nebraska

    shares

    suggestions on

    how parents can

    talk to children

    about their

    fears, on

    Facebook.

    33

    portland maine public schools shares 5 minute

    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

    nixa schools in missouri directs parents

    Nixa Schools in Missouri directs parents to mental

    health resources for children – sparking further

    conversation

    3

    5

    four categories of social initiatives 4

    Four Categories of Social Initiatives

    Dialog

    Learn

    Support

    Innovate

    strategy 1

    STRATEGY

    ORGANIZATION

    PREPARATION

    culture and leadership are the lynchpins

    Culture and Leadership are the

    Lynchpins of Social Media Success

    39

    Authenticity

    Transparency

    slide40

    40

    Practice Everyday Transparency

    fedex s response

    FedEx’s Response

    • Less than 48 hour

    turnaround

    • Textbook responses

    • But clinical, not human

    Opportunity: Build trust with every day transparency

    have the courage to take the leap

    Have The Courage

    to Take the Leap

    training develops judgment and the confidence

    Training Develops Judgment -- and the

    Confidence to Use Social Media

    What you

    should do

    What you

    shouldn’t do

    Judgment is needed in between

    content tips from superintendents

    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

    slide45

    45

    Discipline and Process are Crucial

    Source: “H&R Block’s Response Process” David Armano, Edelman 2010

    strategy 2

    STRATEGY

    LEADERSHIP

    PREPARATION

    1 align social with key strategic goals

    #1 Align Social with Key Strategic Goals

    Examine your 2012 &

    2013 goals

    Pick ones where social

    will have

    significant impact

    Then double down

    47

    2 ask the right questions about value

    #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

    4 master the art of failure

    #4 Master the Art of Failure

    No relationships are perfect

    Google’s mantra:

    “Fail fast, fail smart”

    slide51

    51

    Create Sandbox Covenants

    © 211 Altimeter Group

    social is about relationships 1

    Social is About

    RELATIONSHIPS