{"id":4083,"date":"2022-09-05T15:00:56","date_gmt":"2022-09-05T19:00:56","guid":{"rendered":"https:\/\/archangeladvancement.com\/?p=4083"},"modified":"2022-09-03T00:44:25","modified_gmt":"2022-09-03T04:44:25","slug":"todays-proper-utilization-of-social-media","status":"publish","type":"post","link":"https:\/\/archangeladvancement.com\/?p=4083","title":{"rendered":"Today’s Proper Utilization of Social Media"},"content":{"rendered":"

“Things are different today…” – From “Mother’s Little Helper” by the Rolling Stones<\/em><\/p>\n

Indeed, if things were different in the 1960’s for The Rolling Stones, things are REALLY<\/em> different today!\u00a0 Applying Moore’s Law (which deals with the exponential acceleration of a computer’s processing ability) to the rate of change we currently experience, and it’s easy to understand why almost nothing remains constant today.<\/p>\n

A little over 15 years ago, the high-tech communication device of choice had a screen and a miniature keyboard which allowed one to create not only text messages but full-blown emails.\u00a0 Today, Blackberries may be used as paperweights on some desks.\u00a0 The iPhone, which debuted in 2007, not only caused market disruption but actually buried the competition.\u00a0 A few years later, a device was released by Apple which Steve Jobs called “the device in the middle.”\u00a0 It was less bulky and more portable than a laptop or netbook, but larger and more practical than a phone other tasks.\u00a0 In 12 years, the iPad is now on it’s 9th generation for the standard model, and the 5th generation pro model, and 6th generation mini model!<\/p>\n

The thing is that we usually experience change once things change.\u00a0 For instance, you might decide you need a new mobile device or computer, and after you do the research and make the purchase, you experience disappointment because the next version has just been released.\u00a0 By the way, Moore’s Law says technology now experiences a change about every 18 months.<\/p>\n

At this point in time, we’re in the middle of a change that’s happening with social media utilization and marketing.\u00a0 Several recent articles have spoken about the correct way to build one’s online presence and use social media.\u00a0 They advise to not create your own content to be shared on social media platforms, but share content created by others that one has found to interesting, pertinent, or laden with value.\u00a0 The concept can be compared to the difference between using a telephone and a megaphone (http:\/\/www.caylor-solutions.com\/killer-social-media-success\/<\/a>).\u00a0 The megaphone is to broadcast your own message to the market, while the telephone encourages communication, so that thoughts can be discussed and commented upon.<\/p>\n

See what I did there?\u00a0 It wasn’t from my experience and observations that I noticed the trend, but I’m citing information that came from another expert in the field.\u00a0 And that’s what your social media accounts, like Facebook, Twitter and LinkedIn, are supposed to be used for.<\/p>\n

What does this mean for your marketing efforts?\u00a0 It means that Facebook is NOT your school’s Web site.\u00a0 It’s a Web presence, sure, but as was stated in a recent Marketing Matter, your school’s Web site is the face of your school.\u00a0 It needs to reflect what your school is, what it values, and what it offers to students and their parents.\u00a0 The design of site is extremely important, since it’s part of your school’s distinctive difference.<\/p>\n

All Facebook pages look alike.\u00a0 And that means that if you’re using a Facebook page as your school’s Web site, it looks the same as the school down the street that’s using a Facebook page as their school’s Web site.\u00a0 When there’s no perceived difference between the schools, then the lowest price wins.\u00a0 And that’s detrimental to your school’s long-term sustainability.<\/p>\n

Your school’s Web site is where you post the great things about your school, and then can share them on Facebook, or Twitter or even LinkedIn.\u00a0 All three have a specific audience they can be used to reach.\u00a0 Facebook is more appropriate for increasing enrollment from parents new to your school community, since it shows what the current school community shares; LinkedIn in more appropriate for development efforts since it can generate business support and connect with alumni.\u00a0 Twitter can be the bridge between both, linking back to your Website for a complete article about what you’re announcing.<\/p>\n

And let’s not forget about the two latest platforms which have shown significant success in reaching audiences – Instagram and TikTok.\u00a0 One is for pictures, and one is for videos.\u00a0 Sure, YouTube is out there, but that’s more of an instructional\/entertainment platform now – not so much a marketing one.<\/p>\n

And, with the addition of these two, that makes five elements in your marketing system – and if you’ve been a visitor to this site, you know that a complete system has at least five elements that need to work together.<\/p>\n

The key to making social media work for your school is for your network of followers to share the information you share with their networks of friends and followers.\u00a0 Allowing those shares to be shared and commented upon is what builds your brand today.<\/p>\n

And that’s a very<\/em> different manner of marketing than the way it used to be.\u00a0 Until recently, you controlled your school’s brand.\u00a0 You could determine what qualities made your school unique, different and remarkable.\u00a0 One school I’m familiar with adopted a great marketing position: “Where you are called by name.”\u00a0 It was rooted in Scripture, and fulfilled the need for personalized attention that Millennials and Generation X parents crave.<\/p>\n

The problem was that everyone in the school had to adopt the approach for everyone in the school.\u00a0 All teachers had to know all the students, which was a daunting task in itself.\u00a0 However, parents expected that teachers and staff members would know their<\/em> names as well!<\/p>\n

The learning: while your school may craft an excellent position and brand identity, it will either be affirmed or criticized by your parent community, and either way, affirmation or criticism will be shared.\u00a0 <\/em>It is this process of sharing which will create and reinforce your school’s brand today.<\/p>\n

\u00a9 Michael V. Ziemski, SchoolAdvancement, 2007-2022 (Original Publication Date: 20170904)<\/p>\n

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