As I’ve been involved in some video podcasting this month for the athletic department of a large Twin Cities high school, and also have talked with several school administrators lately, I can’t help but think that many school districts are missing out on the social media game, especially when it comes to video, but in terms of many other tools of new media as well.
The excuses vary: “We just don’t have time for that, it’s all we can do to write a newsletter once in awhile,” or my favorite, “We just cut the budget for our video department.”
You did what? I guess those kids with an interest in learning how to shoot and edit video – who you could tap for free video podcasts whenever you wanted – will just have to wait to get that experience in college, if they even go.
Like corporations and small businesses, school districts around the United States are at an interesting point in time in their communications plans.
They can keep doing what they’ve always done, and maybe throw in a video now and then. Or, discover that it’s relatively cheap and easy to “cover” their district better and more accurately than their local newspaper does, and do it with audio and video podcasts, both professionally done and perhaps produced by students from time to time. In addition to printed and emailed text updates.
Here are 10 things I’d do this school year, if I was in a school communications position:
1. Setup a district blog.
2. Get a Twitter account for my district.
3. Produce a weekly video or audio podcast featuring the district superintendent.
4. Produce a monthly video or audio podcast with the principal of each school in the district.
5. Produce weekly or monthly video podcasts about high-achieving students at schools at all levels (Just like some local TV newscasts promote “Academic all stars”, etc…).
6. Produce weekly or monthly video podcasts about high-achieving teachers at schools at all levels.
7. Produce a monthly behind-the-scenes video podcast that highlights an aspect of school operation (The lunch program, the custodians, etc…)
8. Setup a Flickr page for the district and assign photo-talented students, staff or parents to shoot pictures at school-day and athletic events.
9. Produce a video podcast for the sports teams at the high schools in my district, for all three sports seasons.
10. Setup a blog for the athletic departments at the high schools in my district, and assign a student or parent reporter for each team to do text and video posts highlighting the games, players and coaches.
Is cost an issue for any of that? You’ll note some of it can be done with students, staff and parents – not always with professionally-skilled people.
Is the time of the already-stressed out school district communications employee a factor? Well, like my colleagues and I do at my day job… you just find a way to shift your time to the communications vehicles and channels that can make the most impact.
Isn’t that what understanding and implementing new media is all about?
At least think about starting one of those 10.
Unless you want to keep doing what you’ve always done, put the brakes on your communications career and watch other school districts who will “get it” become known as the true innovators in your neck of the woods.
