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Communicating and Engaging: Race to the Top Resources
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Social Media Resources

State education agencies are investing more time and effort to communicate effectively and engage with district, school and classroom leaders, parents, students and other key audiences about the important reform work happening in their States. They are using myriad tools to do so, including forums, meetings, direct contact, mainstream and social media.

The Reform Support Network (RSN) has reported on these efforts, showcasing States that are utilizing key communications tactics, such as the 4Is of communication (informing, involving, prompting inquiry and, ultimately, inspiring) and ways in which they are increasingly using social media tools and techniques to amplify their efforts.

Publications

  • Social Media Tip Sheets
    The Reform Support Network created social media tip sheets to help State and local education agencies expand their efforts to communicate and engage with key audiences on reform topics via social media.

    • Tip Sheet #1: Innovative Engagement [PDF, 767KB]. This tip sheet showcases ways in which States are engaging with audiences in new and innovative ways, including using State chiefs to lead department social media efforts and using new and different social media platforms to reach key audiences including teachers.
    • Tip Sheet #2: Building Capacity [PDF, 1.18MB]. This tip sheet showcases ways in which States are building more capacity for social media work, including the Georgia Department of Education's strategy of asking non-communications staff throughout the department to help create compelling content and the Colorado Department of Education's use of social media ambassadors to help spread the word.
    • Tip Sheet #3: Driving Success Through Smart Policies [PDF, 488KB]. This tip sheet showcases ways in which States are implementing smart policies, including educating internal audiences on the advantages and disadvantages of social media, identifying dos and don'ts of social media and ensuring policies are firm and enforceable.
    • Tip Sheet #4: Measuring Success [PDF, 741KB]. This tip sheet showcases ways States are tracking followers, fans and figures, digging in deeper with micrometrics and building measurement reports to showcase their progress.
      • Related Resource: Communications Scorecard—March 2014 [PDF, 229KB] The Colorado Department of Education creates a monthly Communications Scorecard to review communications strategies. This resource is highlighted in the above Tip Sheet #4: Measuring Success.

  • Using Social Media to More Effectively Communicate Reform Efforts: A Case Study on the Ohio Department of Education's Use of Twitter [PDF, 2MB]
    Ohio is one of the leading State education agencies embracing and experimenting with social media. This publication details how the Ohio Department of Education used social media, including Twitter and a Wordpress blog, to drive interest and engagement in its 2012 statewide educator conference, Connecting the Dots, and how this strategy resulted in creating a network of educators statewide.

  • Measurable Success, Growing Adoption, Vast Potential Social Media Use Among State and Local Education Agencies [PDF, 1.39MB]
    This report presents data collected through a questionnaire of State education agencies and local educational agencies on the growing use of social media to reach key stakeholder groups and engage with primary audiences.

  • Building Enduring Race to the Top Education Reforms: Using Social Media to Engage With and Communicate to Key Stakeholders [PDF, 1.2MB]
    This guide describes emerging social media practices among State education agencies and other governmental organizations and suggests key steps and considerations for those interested in using social media to advance education reform.

Presentations

  • Social Media: Planning, Policies and Measuring Efforts [PDF, 1.65MB]
    The Stakeholder Communications and Engagement Community of Practice (SCE CoP) hosted a webinar on June 26, 2013 to highlight findings from the report "Measuring Success, Growing Adoption, Vast Potential: Social Media Use Among State and Local Education Agencies." You can view the report here [PDF, 1.39M]. The presentation provided an overview of States' formal policies and guidelines for using social media, as well as methods States are using for evaluating the success and impact of their social media efforts. The discussion included presentations from two agencies showcasing their strategies for social media engagement. The webinar presentation is available here [PDF, 1.65MB] and an archived recording of the webinar can be accessed here.

  • Social Media: State and Local Education Agency Usage and Best Practices [PDF, 2.01MB]
    The Stakeholder Communications and Engagement Community of Practice (SCE CoP) hosted a webinar on May 30, 2013 to highlight findings from the report "Measuring Success, Growing Adoption, Vast Potential: Social Media Use Among State and Local Education Agencies." You can view the report here [PDF, 1.39M]. The presentation focused on how State and local education agencies are using social media tools to reach key stakeholders as well as measuring success and addressing challenges. The webinar presentation is available here [PDF, 2.01MB] and an archived recording of the webinar can be accessed here.

  • Building Enduring Race to the Top Education Reforms: Using Social Media to Engage with and Communicate to Key Stakeholders [PDF, 1.3MB]
    The Stakeholder Communications and Engagement Community of Practice (SCE CoP) hosted a webinar for grantees on September 25, 2012 on approaches to engaging stakeholders in education reform through social media. The webinar presentation slide deck includes an overview of social media practices for engaging and communicating with key stakeholders.


 
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Last Modified: 06/20/2014