21 February 2014
Social Media Examiner have written a great article below on the trends to watch out for in social media over the coming year. I’ve decided to look a little closer at each of these trends, and show you how they relate to schools who are thinking about, or actively using, social media.
Image sourced from http://www.business2community.com
Trend 1 – Social Listening becoming important.
It’s all very good and well publishing mountains of content on social media – but as a school, you also need to listen to what your followers are saying about your school, and the comments they are providing on your posts. Social media can sometimes be seen as an avenue to reach out for customer service, so it’s important that you have someone monitoring all comments made or questions posted and react accordingly.
As a school, you need to “listen and respond strategically”,
- Don’t just listen; understand first—are you hearing one loud voice from a parent or a growing trend from many? Whilst it’s not very likely, the odd parent may view social media as an opportunity to express their personal grudge about a matter or person related to the school, which should otherwise be done in private. Is this the case, or is there a growing number of parents with the same sentiment, in which case you may have an issue you need to resolve offline asap? Understand the full picture before you respond.
- Engage with the intention of delivering mutual value—show parents that you appreciate their comments, by acknowledging them and continuing the conservation. Deliver value by offering unique points of view, or content that isn’t available on the school website or in the newsletter. Set up polls to seek parent’s opinions on various matters and act accordingly on the results. This shows you’re proactively listening.
- Demonstrate how listening builds relationships, Whilst it’s great for the school to initiate conversations via social media, also allow your followers to have their own conversations with other parents to help build relationships in the wider school community. Perhaps your school Parents Association could have their own Facebook Page as a way of collaborating on fundraising ideas?
Here’s the full article below from Social Media Examiner. Stay tuned for trend 2 – next week!