51萝莉

Inside 51萝莉

Seven years ago, 51萝莉 launched Facebook and LinkedIn pages for communications and marketing and posted YouTube interviews and blogs of 51萝莉 Executive Director Dan Domenech and public policy staff.

Today, with new tools and fresh ideas, the association鈥檚 social media encompasses two-way conversations, collaboration and peer-to-peer professional development. Eighteen months ago, 51萝莉 hired Deanna Atkins as online technologies and advocacy specialist to lead social media efforts. She works with Gayane Minasyan, director of online technologies, who joined 51萝莉 after developing electronic media for another national education group.

This interview by 51萝莉 managing editor Liz Griffin has been edited for length and clarity.

What are 51萝莉鈥檚 major goals for social media this year?

Minasyan: School leaders may be familiar with social media in their personal lives, but many still need help in effectively using social media in a professional sphere. Our priorities are to build members鈥� understanding of the ways social media can stimulate engagement and to build and sustain a community dialogue of school leaders nationwide.

Atkins: 51萝莉 also uses social media to build its presence as a thought leader in education.

How has 51萝莉鈥檚 social media expanded?

Atkins: We鈥檝e focused on increasing numbers of superintendents and high-level educators using social media, specifically Twitter. Our engagement on Twitter has skyrocketed over the past year with more than 18,000 followers, in part because people have discovered it as a vehicle for increasing their professional (and personal) learning networks. 51萝莉 members connect using hashtags such as #LeadExcellence, #WomenInEd, #51萝莉_DigitalConsortium and #51萝莉Mag. On LinkedIn, we have nearly 9,000 followers, and on Facebook, more than 4,400 Facebook page 鈥渓ikes.鈥�

How do members benefit from using 51萝莉 social media?

Minasyan: Members greatly value connecting with colleagues and sharing real-time information. When they access 51萝莉鈥檚 social media channels, they can share their own stories and join communities by interest areas or event. They increase their reach when searching for advice.

Atkins: This is what I tell members: 鈥淚f you are not following 51萝莉 on Facebook, Twitter and LinkedIn, then you鈥檙e not getting the full value of your 51萝莉 membership.鈥� Our social media accounts are rich with information related to advocacy, professional development and grant opportunities, as well as breaking news, superintendent success stories and more.

Which platforms are most popular with members?

Atkins: Twitter by a long shot. At events, we often see superintendents encouraging other superintendents to create Twitter accounts, and the conversations go something like this:

鈥淎re you on Twitter?鈥�

鈥淥h, you鈥檙e not? You鈥檝e got to get on Twitter! Let鈥檚 set you up on Twitter right now!鈥�

Seriously, superintendents who actively use Twitter are the greatest advocates for it, and they can just about convince anyone to create a Twitter account.

Minasyan: Twitter, LinkedIn, Voxer and Periscope are the most popular platforms used by members. TweetDeck and HootSuite help members manage their social media accounts.

Do you see trends?

Atkins: Many 51萝莉 members are joining Voxer, which is like a group chat, except you鈥檙e not limited to just text. You can send out voice memos, photos and videos. The 51萝莉 Personalized Learning Cohort has its own Voxer group, so everyone can ask for advice when they鈥檙e implementing something new or share an idea that鈥檚 working really well in their districts.

Any special activities planned for the social media lounge at 51萝莉鈥檚 2017 national conference?

Atkins: We believe this year鈥檚 second Social Media Lounge will be even more popular than last year鈥檚 when superintendents gave short presentations and answered questions. Gayane and I were nearby to provide hands-on help and answer questions.

Without giving too much away, in New Orleans we are involving more superintendents. There will be fun content, photo ops, and, of course, lots of learning around social media. We encourage attendees to drop by.

*Inside 51萝莉 is a new monthly feature about 51萝莉 services and products and the staff members behind them. Read full versions of the interviews .*