Social Networking By Educational Institutions

Social networking sites such as Facebook can be used as part of a larger communication strategy, including school web sites, telephone calling systems, and newsletters. In this whitepaper, we'll look at how Facebook can be used by schools.

Intended Audience
Social networking sites have an advantage of allowing conversations and user feedback on specific issues. Facebook also reaches an audience that many other mediums don't reach, specifically the students and, increasingly, parents. A school or district should decide on who the intended audience will be for it's Facebook page. There is no right or wrong answer, but this decision will determine other policies, such as who can see the page, post to it, and provide responses to postings.

Part of an Overall Communications Plan
Facebook shouldn't be used in place of or separately from other communication channels, but rather to support these other channels. For example, an announcement should be included in or posted to phone systems, the school web site, and Facebook.

More importantly, a clear and efficient process for developing and posting communications should be in place. The communication should be written once, with the same information posted to multiple sources at the same time. A standardized form could be created for all communication, with the message crafted at the top, and instructions / checklist for disseminating it below. By using a standardized form, delivered to all channels, the message is consistent across all channels.

Different channels can also support and build upon other channels. For example, an announcement about an event could be posted on all channels, but the daily school announcement might tell students to visit the Facebook page for more detailed information, while the Connect-Ed announcement might suggest visiting the school web site or Facebook page for more information. More detailed information that isn't appropriate for one channel or can't be communicated by a particular channel can be included in other channels. By mentioning or cross-referencing channels, you make people more aware of the multiple channels.

Feedback and Acceptable Responses
Different channels also allow different levels of feedback. Facebook has a variety of controls that permit the School to allow or restrict fans to post comments, photos, and videos to the School's Facebook page. For example, fans could be allowed to comment on announcements or respond to discussions. This allows the school or district to gain valuable feedback on various issues. Other controls would allow the school to post announcements without feedback.

Acceptable Use
If Facebook is used as a channel, an appropriate usage policy needs to be developed for it, consistent with other usage policies, but geared towards Facebook's unique capabilities. For example, will fans be allowed to post comments or content to the School's wall? Will they be restricted to commenting only on posts made by the school? Will they be restricted from posting any comments? These decisions will determine if the Facebook channel is merely another web site for disseminating information or if it is used for discussions of issues important to students and parents.

How Does This All Come Together?
Take the example of a new dress code announcement. This announcement was put on the school web site, sent home via a mailing, and announced via an automated phone call. The automated phone message referenced the mailing, indicating that more details were available in the mailing. It could also be posted on a Facebook page where students or fans could comment or discuss the new policy.

In another example, school board meetings are posted on the district's calendar, but could also be posted as an announcement on the Facebook page. These could include links to the meeting agenda and the last meeting's minutes. If there is an issue the board would like feedback on, a separate discussion could be started on Facebook.

Events could be posted on Facebook and fans could upload pictures or videos of the event. For example, an announcement about Homecoming activities could be posted on the Facebook page and students or fans could be invited to post pictures from Homecoming under that announcement.

Facebook has a variety of ways to post events, including links to news articles, invitations to events, notes (detailed memos or documents), discussions, photos, and videos.

Handling Inappropriate Postings, Responses, Feedback
The school retains all control of content posted on the Facebook page and could delete inappropriate comments, pictures, or videos. Someone at the school or district will have to monitor the Facebook page for inappropriate postings and comments. Fortunately, Facebook has notification features in place that notify you whenever there is activity on your page, allowing a school to quickly review content.

For more information, contact:

Rick Sutton
Technology Leverage, LLC
610-914-3631
Email: Rick. Sutton@TechnologyLeverage.com