Reposted from Educational Leadership:
Traditionally, school communications have been all about managing the flow of information to the public and then framing the discussion about that information. Even technological advances like robo-calls and mass e-mails still constrained schools to push out information in one direction—say, to announce school closings or publish school test score results.
But in the age of new media, things have changed. Popular social media tools like YouTube, Facebook, Twitter, blogs, and webinars enable schools to maintain interactive dialogue with stakeholders. Today, the vision of school district communications is all about building relationships.
Minnetonka Public Schools, a central Minnesota district serving about 9,600 students in grades K–12, is demonstrating how to use social media thoughtfully and strategically to engage, inform, and interact with stakeholders. Minnetonka has built “a constantly evolving technology interface” to accommodate, embrace, and engage parents, teachers, students, business leaders, and all other segments of the community, according to Janet Swiecichowski, the district’s executive director of communications.