Leadership and Social Media in Education

Leadership and Social Media

January 31, 2013 | ACSA

Charlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.com

6

Lt. Luis Delgardo

- Lt. Luis Delgardo“Top Gun”

“Landing at night – it just fills you with terror…Every flight is almost as if you die a little death.”

© 2011 Altimeter Group

and still be in command

The ability to give up the need to be in control

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

ORGANIZATION

PREPARATION

© 2011 Altimeter Group

Social is AboutRELATIONSHIPS

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.”

Getting a Relationship Started at Vista USD

Getting a Relationship Started at Vista USD

Getting a Relationship Started at Vista USD

Four Categories of Social Initiatives

Learn

Dialog

Support

Innovate

Four Categories of Social Initiatives

Learn

Dialog

Support

Innovate

Learn with Monitoring Tools

What if everyone in your district could listen….and learn?

After the Newtown tragedy, Vista launched a safety survey on social media AND traditional channels

Four Categories of Social Initiatives

Learn

Dialog

Support

Innovate

Dialog Begins With Talking

“We are under so much scrutiny. I’ve had to create a social presence to have a voice.”

Chris AdamsSuperintendent, Coast Unified School District

“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 DanielsonCoast Unified School District

“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 manage social media with help from interns at a local college.

Coast USD administrators use Twitter for networking and best practice sharing

Four Categories of Social Initiatives

Learn

Dialog

Support

Innovate

Chicago Teacher’s Union organized on social media to influence opinion. Could social media benefit schools and parents too?

29

30

District Facebook page provides support for parents in need of assistance.

31

… As does its Twitter account.

After the tragedy of Newtown…

32

33

Hastings School District in Nebraska shares suggestions on how parents can talk to children about their fears, on Facebook.

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 to mental health resources for children – sparking further conversation

35

Four Categories of Social Initiatives

Learn

Dialog

Support

Innovate

Innovation Day @Vista USD #vusdbb

STRATEGY

ORGANIZATION

PREPARATION

Culture and Leadership are the Lynchpins of Social Media Success

39

Authenticity

Transparency

Practice Everyday Transparency40

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

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

1. Have a district-wide social media policy

2. Find social media savvy administrators

3. Recycle sharable content4. Update in real-time5. Use tools like Hootsuite or Buffer

Discipline and Process are Crucial45

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

STRATEGY

LEADERSHIP

PREPARATION

#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

“We tend to overvalue the things we

can measure, and undervalue the

things we cannot.”

- John Hayes, CMO of American

Express

#3 Create a Culture of Sharing

No relationships are perfect

Google’s mantra: “Fail fast, fail

smart”

#4 Master the Art of Failure

© 211 Altimeter Group

51

Create Sandbox Covenants

Social is AboutRELATIONSHIPS

Charlene Li

charlene@altimetergroup.com

charleneli.com/blog

Twitter: charleneli

For slides, send an email to

slides@altimetergroup.com

For more information visit

visit charleneli.com and

altimetergroup.com

© 2012 Altimeter Group