Like all public entities, public schools are under attack from a skeptical public. The talking point that resonates: The district needs to rein in costs and make do with what it has. All the while, a need for communication is increasing at an exponential rate. This means communicating with the public in ways that it wants to receive information immediately, in real time.
Enter social media.
Social media are a must for all organizations. However, the last question a superintendent wants to hear: “Why are my tax dollars paying $50,000 per year plus benefits to an employee who is Facebooking all day?” The short response: Because that’s where people are and where we need to be to reach them. They are on Facebook, Twitter and a multitude of other vehicles.