Social Media Marketing ‘What schools are doing, what they are not doing, and what they should be doing’
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Social Media Marketing ‘What schools are doing, what they are not doing, and what they
should be doing’
Marketing Advice for Schools
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What we’re going to discuss…
• Why do schools use social media?
• How are schools using social media now?
• Strategic ways to develop social media in 2017-8• Gathering information from school networks
• Segmenting and targeting your audiences
• Tracking your social media reputation
• Helping with safeguarding
• How does your school score in each area?
Why use social media?
Omnibus survey of pupils and their parents/carers – DfE, July 2017
School choice: The parent view – NFER, April 2015
BUT!
‘Almost two-thirds of
schoolchildren would not
mind if social media had
never been invented, a survey
has indicated.
As well as the 63% who would
not care if it did not exist,
even more pupils (71%) said
they had taken temporary
digital detoxes to escape
social media.’
Digital Awareness UK
/Headmasters’ and
Headmistresses’ Conference
(HMC) 5/10/17
How are schools using social media?
Our survey says…
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Digital Marketing Tool use by type of school, 2016
Independent State
School Marketing Survey, Marketing Advice for Schools, December 2016
0% 10% 20% 30% 40% 50% 60% 70% 80%
Monitor mentions of the school on social media
Integrate social media feeds into a school website
Allow departments to set up their own social
media accounts
Monitor student use of social media
Monitor staff use of social media
Allow student clubs to set up social media
accounts using the school name
Independent State
School Marketing Survey, Marketing Advice for Schools, December 2016
How not to use social media #1
Education Diary, The Guardian, 9 February 2016
How not to use social media #2
Strategic use of social media
@abc_development
@abc_alumni
@famousoldabc
1. Gathering news – create your network(s)
Website
Newsletters
Staff briefing
Photobank
@abc_school
@abc_sport
@abc_netball
Sports
bulletinAlumni
newsletter
@abc_development
@abc_alumni
@famousoldabc
2. Targeting different audiences
@abc_school
@abc_sport
@abc_netball
Sport Fans
Team & parents
Former students
Current parentsProspective parents
…with different social media…
Regular invitations on
Twitter then pictures/video
during the day and link to
website review
One invitation on
Facebook, then one
video and link to
website review
‘Official’ photos posted
on Instagram with
request for more
…with different stories….
…at different times.
3. Tracking your reputation
• Raw numbers
• ‘Social Score’ trackers
• Change in numbers
• Change in perceptions
• Real impact
Socialcandy.co.uk
Klout
Changes in perceptions
This Photo by Unknown Author is licensed under CC BY-NC
Focus groups – how do people
think about your school?
Online and offline surveys – can
you put numbers to this?
Real impact
4. Helping with safeguarding
• Identifying trends and risks
• Reporting individuals
• Offering training
TelegramWhatsAppAskFM
SnapChatKiKWeChat
What’s new? Can you name these?
Source: https://www.lifewire.com/hottest-social-app-trends-for-teens-3485940
What’s growing – and where?
What’s worrying?
Who can you help?
‘He’s on Tinder?
What’s Tinder?’
How did you score?
Save time, access the latest materials and get support by signing up to the School
Marketing Networkwww.marketingadviceforschools.com
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