Social media used in local school’s public relations efforts
Principal Barbara Von Harten appears oblivious to the pulsing music and squealing middle schoolers in the Sanibel School cafeteria.
The reality is that she’s focused, working her cell phone, thumbing a message to the followers of the school’s Twitter account. She has a photo of the school’s first dance to go with the message, something in 140 characters on how much fun the children are having at the afternoon function.
She hits “send” and off it goes, as have thousands of other Twitter messages fed to followers by Lee County administrators.
The district this year is again using Twitter to feed details on field trips, special nights and student awards, recognition, school plays, scores, any activity to keep the public aware. Twitter replaces Facebook as a means to communicate with parents and taxpayers. The program started in late spring.
The goal for schools using social media is telling a better story, said Amity Chandler, the district’s director of community relations and social media guru. Most of the district’s administrators are Tweeting school events, Chandler said. Teachers are restricted from using Twitter for class events. The program for administrators is voluntary, although compliance is nearly 100 percent, she said.
And, apparently, the movement to social media is working. Such notable authorities as the Washington Post and the Florida Department of Education have picked up Lee County district Twitter feeds, Chandler said.
For older people, Twitter has replaced mimeograph notes home. The district still relies on a web program to keep parents connected to teachers.
“We hope public education is seen more favorably,” Chandler said of Twitter. “Schools have traditionally not told good stories outside the schoolhouse.”
In its efforts to push social media, the Lee Schools this summer staged a boot camp for principals not yet comfortable with Twitter. Communicating is critical in a district of 90,000 kids, 12,000 staffers, 125 buildings and a $1.29 billion budget, said Chandler, noting that Lee County Schools have a new smartphone app with a staff directory, alerts and other information to share with parents and taxpayers. Lee County Schools rank nationally at No. 33 in size.
“The rules today are different,” Chandler said. “Communication is defined in words and pictures. In 140 characters.”