Media & Communications: March - June Rochelle Santos • 06.28.2018
Crisis Communication ● Review of First Three Months ● Social Media ○ Website ○ Brand ○ Tools ● Archive Social ○ Agenda Meltwater ○ NSPRA ○ Panorama Survey ● Improving Parent /Guardian ● Communication Messaging Protocol ● Public Relations ●
REVIEW: Love this job, the people, the work! ● Really looking forward to Summer ● First 3 months planning and experiencing a full school year. Enjoying learning current tools and ● resources and exploring new ones. Identifying and overcoming challenges ● such as turnaround time for posting stories, submitting / receiving translations, general growing pains associated with this new position, size of our District, and needing to implement process from the ground up.
Crisis Communication
Crisis Communication District Wide Communication Guidelines We have some legacy documentation on this at the District level, have seen what Framingham High School uses, and have also received links to some great resources from other Districts. I am meeting with our Director of Health and Wellness to review what we have to determine proper updates, deployment, and enforcement opportunities to provide a Crisis Communication Plan across the District. Next Steps I will plan to have a part in this - to assist in channels and order of message deployment within the document AND sharing of the Plan once complete. However the detailed contents within this will need to come from others within the District, as well as trained professionals with specific background in managing crisis communication as it relates to identifying a Crisis Response Team; Death, Dying, and Loss; Assault and Harassment; Suicide; Physical Disaster; etc. It would be ambitious to say an internal protocol would be in place by the start of the 2018-2019 school year, but we recognize that the creation and implementation of a Crisis Communication Plan is a critical and have meetings in place to start this work. (Sample Crisis Response Manual for Reference)
Social Media
Facebook Progress ● Verified the page ● Posts are a mix of images, videos, events, and link posts driving to the website ● Engagement and two-way communication began in March ● Tagging schools and encouraging mentions for increased engagement ● Sharing school and community content Fan Growth ● Up to 1,766 Likes from 1,491 since March (958 increase) Audience Insights Primary: 81% Female (14% 24 - 34, 31% 35-44, 25% 45-54) ● Language: 1,649 English, 67 Portuguese, 38 Spanish, 3 Arabic, ● 2 Italian, 2 Chinese Post Metrics 225 posts have generated 363,633 Impressions (positive, ● owned stories) AND 38,712 Engagements (reactions, comments, shares) Response Time 100% Response Rate within 2 hours ●
Facebook Most Shared - 48 Times! Most Liked - 498 Reactions! Most Watched Video - 46 Live Viewers! 444 Reactions 84 Comments 2,285 Video Views ● ● ● 24 Comments 17 Shares 1:22 Average Watch Time ● ● ● 3,783 People Reached 3,532 People Reached 122 Post Engagements ● ● ●
Twitter Progress Post Metrics / Comparison ● Updated the biography January - February March - April May - June 25 ● Posts mix includes images, videos, & link ● 8 Tweets ● 86 Tweets ● 133 Tweets (and counting) posts (web traffic) ● 16,928 Imp ● 72,333 Imp ● 80,622 Imp ● Engagement and two-way communication ● 699 Engagements ● 2,393 Engagements ● 2,362 Engagements began in March ● 400 Link Clicks ● 411 Link Clicks ● 395 Link Clicks ● Tagging schools, teachers, clubs and ● 15 RTs ● 158 RTs ● 166 RTs encouraging mentions ● 28 Likes ● 417 Likes ● 537 Likes ● RT school content ● 286 Video Views ● 512 Video Views ● Launching #FraminghamSchools Fan Growth ● Up to 811 Followers from 683 in March (128 (March 12th - June 10th) increase) Audience Insights 61% Female ● Other Interests Include: Comedy (Movies and ● TV), Business and News, Tech News, Business News Primary language: English ●
Twitter 2nd Most Liked! 25 Likes ● 6 RTs ● 1,747 Impressions ● Most Impressions! 6,257 Impressions ● 9 RTs ● Most RT and Likes! 15 Likes ● 12 RTs ● 135 profile views (most) ● 30 Likes ● 3,752 Impressions ●
Instagram Progress ● Launched channel on 5/23 with an inspirational quote and draft policy / disclaimer. ● Content will be images, multiple images, stories, and videos ● Encouraging use of #FraminghamSchools Fan Growth ● 276 Followers Audience Insights 83% Female (15% 24-34, 44% 35-44, 31% 45-54) ● 17% Male (25% 25-34, 27% 35-44, 25% 45-54) ● Active Times: 3pm, 6pm, 9pm ● Active Days: Mon, Fri, Sat, Sun ●
YouTube Progress ● Launched channel on 4/10 ● Video content has either been created (time-lapse, photo slideshow), provided, or planned and recorded Data and Fan Growth ● 5 Videos ● 1,237 Video Views ● 4:57 Average View Duration ● 8 Subscribers Notes Majority of viewers came from Gmail (specific link) ●
Website
District Progress ● Updated Carousel Images and links ● Updated the News Section and News Items ● Improved Social Share functionality ● Updated the Press Release Section ● Created Press Room ● In the process of updating Quick Links ● Working with a few departments to clean up their webpages Next Steps ● Reorganize / Restructure Information to align with user personas (Staff, Student, Parent, Community) ● Staff Directory to include positions and eventually photos ● Anonymous / Submission Functionality Dips in site traffic align with weekends and school ● Explore new template (not likely for this summer) vacation. These are key times for site updates. ● Use the District Site as a model to enhance school sites
Brand
Brand Progress ● Using photos over clip art style images on the website and in social media ● Incorporating logo (FPS Seal) and associated colors wherever possible ● Using Adobe Spark for consistent graphic look and feel ● Creating consistent user experience between website and social media Next Steps Determine consistent fonts ● Document brand / style guide to encourage similar use ● across the district.
Archive Social
Archive Social Social media usage generates public records according to the Massachusetts Public Records Law and additional guidance released by the Secretary of the Commonwealth on electronic records referencing social media specifically. Because we use social media to share and receive information with the public, this communication needed to be archived and available if/when a request comes in. Additionally, the implementation of Archive Social provides an extra push to finalize Internal AND External Guidelines so that employees and the public are aware that everything they post is “part of the public record and are subject to Massachusetts Public Records Law (G.L.c.4, § 7(26)).”
Archive Social How will Archive Social help us? Having this system in place, along with an internal and external policy or guidelines on social media usage will protect us from potential lawsuits. We were provided with a case study from Honolulu explaining the legal risk with moderation and not having records. In addition to being the Government solution for the City of Framingham, Archive Social is also currently working with Medway, Brookline and Stoughton School Districts who have already made it a priority to archive their social media. Who is impacted with it’s implementation? District Employees using social media, namely: ● Superintendent Dr. Tremblay ● Rochelle Santos on behalf of the District social media accounts ● All official school account administrators on Facebook, Twitter, Instagram, YouTube, etc ● All School Committee members using social media accounts for official School Committee business
Archive Social Next Steps ● Internal Communications Regulations and/or Policy to be created / approved / distributed ○ See the Melrose example which extends to all digital communication to District staff ● External Communications / Social Media Regulations and/or Policy to be created / approved / distributed ○ We need one inclusive policy that covers Social Media Channels (Facebook, Twitter, Instagram, and YouTube). This will live on the FPS Website. Drafts have been created based on resources provided by Archive Social and other Districts who’ve done this work before. ● Official School Committee Accounts must be documented and archived ○ Admin Access should be provided to Rochelle Santos for Facebook / YouTube ○ Login Access should be provided to Rochelle Santos for Twitter / Instagram ○ Alternatively, individuals can be added to the Archive Social account and can configure their own social channels.
Archive Social Timeline Archive Social Document Social Media Begin working with schools, Implementation begins Guidelines including Best administrators, and teachers Practices to improve Social Media. May 2018 June 2018 July 2018 August 2018 Sept 2018 Inform Communications Internal roadshow, connect Subcommittee about with Principals, and begin Archive Social PD
Meltwater
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