Developing SEL Competencies Through Technology

The COVID-19 unleashed an array of challenges that resulted in schools being closed for in-person instruction for many months.  As I write this post, many have begun the year with remote learning, while others have opted for a hybrid model where a certain amount of kids are still learning at home. There are growing concerns about students' mental well-being as well as inter- and intra-personal skills, which have only been magnified by not only the pandemic but also advances in technology as a result of the Fourth Industrial Revolution. Over the past few months, many kids turned to digital tools such as social media or games to pass the time.  So much so that one has to wonder about the overall effect on a social and emotional level. The fact is that we don't know the extent of the impact on kids and might not get a firm grasp on this for years.

In a recent article Venola Mason and Tawana Grover emphasized the priority to address the SEL needs of students during and after Covid-19:

Schools must be prepared for the aftermath of the pandemic. We have to elevate our attention to emotional Intelligence and can no longer view this work as optional. Covid-19 has forced us to see that being primarily focused on developing students' IQ is not enough, and in order to help students to reach their full potential, we must also help them to develop their EQ or emotional Intelligence.  When we address social-emotional learning (SEL) we advance emotional Intelligence. Consider the model below as a guide to helping students navigate challenges through prescribed modalities in mind shifts. 

It is essential first to understand where issues can arise.  At the forefront are social isolation and a feeling of loneliness. Then there are other mitigating factors stemming from digital drama, selfies, digital footprints, privacy violations, cyberbullying, distraction, time management, and violent video games. The inherent challenge and opportunity are to build and foster SEL competencies, including self-control, communication, humility, integrity, compassion, perseverance, courage, empathy, curiosity, teamwork, and gratitude.

Some schools have been proactive in this area, as pointed out in an article by Jessica Berlinski:

Schools across the country use a digital program that provides kids a safe place to explore their challenges, learn and practice skills to navigate them, and build the confidence to ask for help. The 420 lessons in the program, called Ripple Effects, cover core SEL skills as well as personal topics ranging from anxiety, bullying and marijuana to managing fears around an undocumented parent.

Knowing what the issues are and how recent events have amplified them, the time is now to be proactive.  Here are what districts, schools, and educators can do:

• Focus on the purposeful use of technology to support and enhance learning across the curriculum in both remote and face-to-face settings
• Train parents and students on SEL competencies, digital citizenship, responsibility, and cyberbullying
• Create anonymous tip lines for students and parents to report issues and concerns
• Model appropriate use aligned to SEL competencies, especially with the tools kids currently use (TikTok, Snapchat, YouTube)
• Communicate excessively with stakeholders using blogs, Twitter, Facebook, YouTube, and other pertinent tools highlighting SEL competencies
• Provide professional learning support to teachers and administrators

As social media becomes even more prevalent in students' lives now and in the future, it is critical that educators and schools provide the necessary support while embracing digital leadership. Delegate when necessary, but also consider reaching out to teachers and students for ideas. You got this!

Be sure to check out my entire #remotelearning series. 

Recognizing the Digital Assets You Have at Your Disposal

We live in amazing times where readily accessible research and connectivity converge to not only transform practices but also provide the means to share them for the benefit of others.  However, there is a big difference between talk or desire to innovate and an evidence base that illustrates an actual improvement grounded in better outcomes.  Now, I am not saying that real results don’t exist.  On the contrary, I have seen this firsthand from some fantastic educators whose schools I have been blessed to work with on a long-term basis in the role of job-embedded coach.  I have also been blessed to observe great examples that members of my Personal Learning Network (PLN) make available on social media. My point though is that there is definitely room for growth in terms of validating all the talk with substance.

We should all want to do better in this area as the field of education needs more practical strategies that are weaved into the rhetoric.  I am all for a great story that pulls at different emotions. When it is all said and done though, the teacher and principal in me wants a good dose of reality that clearly moves from the “why” to the “how” and “what” of the implementation process. The talk will only take us to a certain point.  The same goes for other avenues that are more popular than ever. Fancy images, catchy videos, and verbal hyperbole don’t go nearly far enough in articulating how change is being successfully implemented in ways that align to curriculum, standards, evaluation systems, varying socio-demographics, and budget constraints.  Together, educators can change this and help move the profession where it needs to go.

The digital world provides each and every one of us the means to show in detail how change and innovative practices are being implemented successfully despite the many challenges faced in classrooms, schools, and districts across the world. Talking about what has been done and the act of telling others what they should do has to be followed by showing what the strategy or practice actually looks like when successfully implemented.  Here is where educators can collectively show, not tell, how innovation and change have or are improving outcomes.  It begins with a focus on improving teaching, learning, and leadership followed by utilizing an array of digital assets at every educator’s disposal to share and amplify.  

Image credit: CATSY

Below I go into each in detail and how you might better leverage one or all. 

Text

There is nothing easier than whipping up a tweet or update to be posted on Facebook or LinkedIn.  Text represents a great way to get ideas and strategies out there quickly and easily. The one downside with Twitter, Facebook, and LinkedIn is that posts are relatively brief and often short on needed context vital to help educators deeply understand how to implement a strategy or concept. Blog posts are a great option to get into the nitty-gritty of change. More on this later.

Hyperlinks

A simple strategy to add more context to tweets and social media updates is to add a hyperlink to supporting research, mainstream media pieces, blog posts, or other resource sites. Artifacts such as assessments, lesson plans, unit plans, projects, and examples of student work can easily be converted to a sharable link using Google Docs. Links to your resources and work can be archived and annotated using a social bookmarking tool such as Diigo. 

Images

Here is where you can really begin to leverage digital assets. Many of the shortcomings associated with just sharing through text can be overcome using images.  The human brain processes images 60,000 times faster than text.  Instagram by far is my favorite tool for bringing more clarity, detail, and context to what I share online, but Twitter, Facebook, and LinkedIn all support embedded visuals in any update.  When I coach, I love taking pictures of how educators are scaffolding (questions and tasks) and improving assessments as well as examples of innovative student work that aligns to standards. For curation purposes, you might want to consider either creating a Pinterest account or regularly updating the one you currently have. 

Video

It is hard to imagine a more robust digital asset than images, but video definitely takes the cake. A one-minute video equates to well over one million written words. Think about how any educator can seamlessly film learners working together on a project, how changes to classroom design are being appropriately supported with needed shifts in pedagogy, and ways in which technology is being used in a purposeful fashion to elicit higher-order thinking. It is also a great way to openly reflect on your ideas and successful strategies being implemented in your classroom, school, or district.  I have begun to do this regularly using a combination of Periscope, IGTV, and YouTube. Once my live video is shared on Twitter using Periscope, I then upload the archive to both IGTV and YouTube. The link is then shared across LinkedIn and Facebook. Check out my YouTube channel for all of my reflective videos to date. 

Blogs

One of the best professional decisions I ever made many years ago was to start a blog.  I consider this my most potent and practical digital asset.  Everything previously discussed can be meticulously woven into a post that moves well beyond the why to also emphasize the how and what.  If you are not blogging, it’s time to get over the hurdle.

In my books Digital Leadership (2nd Edition) and BrandED I go into each of these in great detail as well as provide specific strategies that can be immediately integrated into professional practice. I hope that more educators will take advantage of the digital assets they have available to share their amazing work in ways that are substantive in nature. Together we can show what indeed works, celebrate excellence in innovation,  and change the narrative in the process. 

The Skinny on Hashtags

Upon getting on Twitter in 2009, I was not only baffled about how to use the social media site but also about all the symbols associated with it.  There was no apparent rhyme or reason to using these in any messages whether long or short. One of them was the hashtag (#). Before Twitter I referred to this as the “pound sign” on the telephone and only used it as such.  I’d say that this is still one of the least understood elements of social media that either scares people off from using this tool or annoys the heck out of others resulting in a lack of embracement. Developing an understanding of the immense value that hashtags provide regarding communications, public relations, and branding can go a long way to facilitating great conversations about the great work happening in education and schools across the globe.

Let’s start by defining what a hashtag (#) is in the sense of social media. A simple search reveals this:

(on social media sites such as Twitter) a word or phrase preceded by a hash or pound sign (#) and used to identify categorized messages on a specific topic.

Back in 2013 Mashable provided the following description that adds more context as well as some great tips:

The pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. Click on a hashtag to see all the posts that mention the subject in real time. 

Spaces are an absolute no-no. Even if your hashtag contains multiple words, group them all together. If you want to differentiate between words, use capitals instead (#BlueJasmine). Uppercase letters will not alter your search results. Create a brand-new hashtag by merely putting the hash (#) before a series of words. Beyond simply organizing your tweets, Twitter hashtags can help you craft your voice while joining in a broader discussion. You can use multiple hashtags in one tweet, but don’t go overboard.

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Once only specific to Twitter, hashtags can now be used on Facebook, Instagram, LinkedIn, and even Google+ for the few of us that are still active there. The key to success with hashtags is to know when to use them, the best examples to add to social media messages, how they can amplify work, and knowing which ones to follow. To begin check out the resource page curated by Jerry Blumengarten, otherwise known as Cybrary Man.  He has some great lists that can help get you started.  Following the simple advice above, my list of strategies to help you get the most out of hashtags is below.

• Get more eyeballs on your ideas and work by using a mainstream hashtag (i.e., #education, #edtech, #pedagogy, #teaching).
• Search hot topics and trends that are categorized by educators thought and leaders.
• Lurk on or join an established chat (see some examples HERE).
• Create a unique hashtag for your classroom, school, district, or organization to communicate information and share your story. Consistently add it to all messages to build a powerful brandED presence. For some great examples check out #ExploreWells and #gocrickets.
• Engage in an online book study or start your own. 
• Educate your stakeholders on the why, how, and what, as it relates to hashtags. Don’t assume that they know what these are or how to use them.
• Follow conferences and events from afar. When at an event add the designated # to your messages that share not only the thoughts and ideas of presenters but also ones unique to you.
• Use your hashtag or those that you most engage with, across a diverse array of social networks. Don’t just put your eggs in the Twitter basket. 
• Know that hashtags have a different impact depending on the social media site. One that is popular on Twitter might not have the same impact on say Facebook or Instagram.

I am sure there are many more thoughts out there on this topic, and I encourage you to share them in the comments below. Hashtags can occur anywhere in a message. Just don’t get crazy and add too many. 

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5 Tips to Strengthen Your School’s Identity

There are many lessons we can learn from the business world and adapt in ways that align with education. Take the concept of branding that Trish Rubin and I discuss in detail in BrandED. Since the advent of media, organizations across the globe have worked tirelessly to build a positive brand presence that resonates with potential consumers.  In short, it represents a promise that is woven into a combination of words, design, colors, music, video, logo, service, etc. The promise that companies promote is aligned to specific attributes with the goal of creating a memorable experience.  If this goal is met the likelihood increases that a consumer will purchase their product. Mega brands like Apple, McDonald’s, and Nike have long embraced this concept of branding and the result has been the creation of a clear identity.

When it comes to education, people line up on both sides of the branding debate. From a purely business sense, I would be against the concept myself. The purpose of school is not to sell and increase profits.  This is something that we can all agree on. However, a school’s identity is extremely important in the eyes of the beholder, which in this case are key stakeholder groups consisting of students, parents, community members, local businesses, and educators. The idea of a promise to educate all learners and prepare them for success in a rapidly changing world is an expectation that cannot be ignored.  If this can’t be promised, then why would stakeholders support our schools or trust their children to educate them?

Identity matters in a digital world.  Do you want this created for your school, or would you like to be proactive in developing one? This is where the concept of branding has value and significance for schools.  The overreaching goal of a brandED strategy is to develop and sustain positive relationships with all stakeholders. It is not about selling, but a consistent focus on sharing and telling your story. The bottom line is that if you don’t tell your story, someone else will and the result could be an identity that does not align with your school’s mission, vision, or values.  

Embracing these elements of brandED thinking by becoming the storyteller-in-chief can begin the process of developing a powerful school identity that resonates.  Strengthen your school’s identity with these simple tips:

1. Amplify great work that takes place on a daily basis by consistently sharing using a multi-faceted approach that blends traditional (newsletters, email, phone, face-to-face) with digital-age tools (social media). With social media, tools make sure your account pages are up to date (website links, avatars, profile information, etc.). It is also wise to educate your stakeholders on social media tools and how you will be using them to increase engagement.
2. Build trust through transparency.  The benefits here are numerous, including attracting families to move to your local district or, in the case of tuition (private, parochial, independent) schools, making a greater financial investment. It can also help when it comes to referendums, passing the school budget, and engaging alumni with the hopes of donating time, money, and resources.
3. Focus on elements that align with a thriving school culture, such as innovative learning, student achievement, staff accomplishments, college/career readiness, partnerships, unique traditions, and extra-curricular activities.
4. Empower others to be active sharers and avoid a gatekeeper mentality when it comes to sharing the story of your school.  Encourage different departments, student groups, parent organizations, and extra-curricular activities to maintain social media accounts.
5. Regularly recognizing the work of educators and students in your school can be inspirational. The result can be greater levels of motivation and appreciation, which helps to develop a positive school culture. Develop a template to curate all the great work occurring on a monthly basis. The report can then be shared in its entirety or broken up into numerous blog posts.  

In an educational sense, the identity of your school (or even yourself) is not only determined by the work, but also by how the work is shared.  It stands for who you are.  Being cognizant of this fact allows you to be proactive in creating an identity that resonates with all stakeholders. Think about the identity that you, your students, and your staff want. By using the tips above, engaging stakeholders in two-way communications, and taking control of your public relations, in time, you will create an identity that truly depicts the amazing work taking place on a daily basis.

Developing a BrandED Strategy

Here is a reality check for everyone that does not believe in the value of branding in education.  Your brand is what stakeholders and others say about you as well as your district/school.  Social media has changed the landscape and broadened the concept of branding to education whether you like it or not. Your digital footprint is not only crafted by what you create and post, but also what other people and organizations create and post about you.   Just do a simple Google search and see for yourself. You might very well be surprised what’s out there in regards to you and your school/district.  

Now more than ever educators, leaders, schools, and districts need to begin to think about a brand strategy. This is essential to not only control the narrative but to also be proactive in order to deal with negative content that can tarnish an image while influencing the perception of key stakeholders. It is important to differentiate between a brand in the business sense and one in education. A brand in business is meant to sell. On the other hand, a brand in education is meant to build support, admiration, and respect for the honorable work you do each day for kids.  

Image credit: http://themarketingnutz.com/

The foundation of a BrandED mindset is focusing on sharing valuable content related to the mission, vision, and values of your school/district or what you embrace as an educator.  It requires a focus on strategies and ideas that are being successfully implemented to positively impact student learning. Here are some specific reasons why a BrandED mindset matters:

• Your brand will attract others to your work and that of your school. This can result in more qualified candidates applying for jobs, greater stakeholder support, or parents deciding to move to your district. It can also result in building a more vibrant learning network.
• It promotes recognition of amazing work that takes place in schools each and every day.  With social media, anyone can now craft an accurate narrative of how our schools are preparing students for success.
• A positive brand presence motivates and inspires your staff/co-workers as well as colleagues across the globe in terms of what is truly possible. Success is amplified in a way that others can then replicate it.  
• Your brand tells stakeholders about your school DNA. From logos, mascots, tweets, and hashtags a positive brand presence helps you tell the real story
• A positive BrandED presence clearly articulates to stakeholders what to expect from your district, school, or you as a professional.  This promise not only builds precious support but also invaluable relationships.
• A clear BrandED strategy helps you stay focused on your mission, vision, and values related to your work to ensure the success of all students.
• By reaching people at an emotional level, stronger relationships will be built with key stakeholders.  There is no better way to do this than consistently sharing ways that you are making a positive difference in the life of kids each day.

It is important to understand that a BrandED mindset is a natural part of being a digital leader. When you communicate consistently with social media and use it for public relations to tell your story, a brand presence will manifest itself. It will also form just by posting your own work, ideas, and thoughts on a variety of platforms. Whatever is the case keep these tips in mind to develop a mindset for a successful BrandED strategy:

• Be consistent
• Keep the message focused on work (school, district, your own) to provide value to stakeholders
• Engage in two-way communication to build and strengthen relationships
• Maintain a presence across a variety of platforms
• Build around the logo, mascot, name, etc.
• Review analytics and adapt when needed by embracing new tools
• Focus on transparency through honesty and sharing accurate information
• Monitor your brand presence using Google Alerts, Mention, and/or columns in Tweetdeck or Hootsuite

Developing a BrandED mindset and strategy in the digital age just makes plain sense. It begins and ends with the amazing work you and your staff are doing with students or to advance the profession of education. That's the hard part. The easy part consists of creating and then sharing content using a blend of traditional and new age (i.e. social media) tools. 

I am excited to have been able to expand on the topic of BrandED in my new book that I co-authored with Trish Rubin for Jossey-Bass.  Trish opened my eyes up to the concept of BrandED way back in 2009. Get your copy of BrandED today.

Meet Your Stakeholders Where They Are

Earlier this year, I was fortunate enough to have an article published in the digital version of ASCD's Educational Leadership.  The title of the article was Transforming Your School with Digital Communication. As technology continues to evolve, it will continue to become an even more embedded component of society. With that being said, it is important for school leaders to meet their stakeholders where they are at and engage them in two-way communication.  Digital leadership calls for a multifaceted approach using both traditional and new-age strategies to ensure that the right message is reaching stakeholders in a timely fashion.  We can't assume nor rely on communication staples such as snail mail (i.e. paper mailings), newsletters, or websites are the most effective and only ways to get information out.

In the article, I highlight four reasons why all leaders should embrace a digital communications strategy:

1. Transparency - Leaders can tackle the constant perception battle by providing more frequent and accurate updates about the daily work occurring in schools.  This requires sharing challenges as well as successes and opening yourself to feedback from anyone. In the end, transparency through digital communications helps to build positive relationships with key stakeholders.
2. Flexibility - A multifaceted digital communications strategy allows all stakeholders a choice as to how they want to consume information and interact with the school. An added bonus is that there are so many free tools such as Twitter, Google+, blogs, Facebook, and Remind that are free for all to use.
3. Expanded access to learning - In my case, digital communications opened my eyes to new and more powerful ways to learn.  I then began sharing with groups of teachers several ideas, strategies, and tools I'd acquired from my personal learning network (PLN). As our learning culture began to change, it was critical that I was able to articulate these changes to my stakeholders.
4. Sharing the good news - Digital communications compliments and/or enhances any public relations plan.  In a time when good news about schools is hard to come by in the mainstream media school leaders can now become the storyteller-in-chief.  Digital communications act to amplify the successes that are taking place in schools every day.

To use social media effectively, you need to see yourself as a learner, not just a leader. Making the shift from traditional to digital leadership demands that you question your own assumptions, acknowledge how much you don't know, take risks, and learn from failure.  Just as teachers differentiate instruction for a variety of learning styles in the classroom, school leaders should differentiate communication efforts if the goal is true partnerships between home and school. Leaders have the power to shape the culture of schools. Using social media and digital tools as a lever, you can open the door to new ways of learning, thinking, and communicating for all members of your community.

Stop Ignoring Google+

In case you didn't know there are thousands of educators and an array of learning communities over at Google+.  The bottom line is that many people are missing out on some great content, resources, and conversation.  From my point of view educators become quickly attached to one specific social media tool as their go to source for his/her Personal Learning Network (PLN).  Take Twitter for example.  Now anyone who knows me knows that I absolutely love Twitter as a professional learning and networking tool. It has been and will continue to be my number one choice when it comes to learning in the foreseeable future. Twitter has many positive attributes, but also a growing number of negative aspects.  Some examples in my opinion, include an increasing amount of negativity and disrespect, rise in social media cliques, difficulty in following chats, noise, and overbearing opinions.  Even as Twitter still works great for me and others it is not the only player out there.  Nor should it be considered the best learning option for all. At times I just need to get away from the echo chamber to focus more on my learning.

Image Credit: http://blog.markerly.com/wp-content/uploads/2014/01/art-img-google-plus-20131102.jpg

Lately I have been spending more and more time over at Google+.  It amazes me that some people think that it is a dead community. This is obviously not that case or I would not be dedicating as much time as I have recently.  There are some similarities between the two social networks.  One great characteristic shared by both Twitter and Google+ are hash tags (#). The only difference being that popular hash tags in the Twitter world do not carry the same weight over in Google+.  Instead of favoriting a tweet you give it a G+.  The practice of retweeting is mirrored by a simple arrow at the bottom of the post that will allow you to share it across your network and beyond.  As a social network you can also share text, images, videos, and links, but in a much more dynamic way. This is one of the many ways that a Google+ experience differentiates itself from Twitter. Here are some other key differences that provide an enhanced learning and experience:

• Circles - Unlike Twitter you can place all of the members of your PLN in different circles. With Twitter you send out a tweet and everyone who follows you, pulls up your page, or accesses the hash tag (if you use one) has an opportunity to see it. You can do the same thing on Google+, but you also have the ability to send your message to a specific circle, all of your circles, extended circles, or the entire Google+ world. With circles you can organize your PLN sort of the same way you would your websites using a social bookmarking tool.
• No Character Limits - Twitter is a bit prohibitive with it's 140 character limit. This is the one feature I love the most about Twitter as it allows me and others to be brief. What if you want more? With Google+ there are no character limits so you can be as detailed as you want. This really adds to your ability to make a point, explain a strategy, discuss an issue, etc. It also keeps all those random rants from entering into your stream that Twitter is becoming notorious for.
• Threaded Conversations - Twitter chats work for some, but they definitely do not work for all. Just the shear pace of a chat makes them difficult for many educators to follow. Personally I have found that when I try to engage and ask questions directed to specific people those questions go unanswered.  With Google+ each update becomes a threaded conversation that you can engage in at your own pace.  Comments also live in the update so you can go back and reference them at anytime. You can even share the thread across other social networks while accessing all of the resources, ideas, and knowledge that was discussed. I see this characteristic as bringing order to chaos.
• Dynamic Updates - In addition to sharing text, links, videos, and photos with Google+ you can also create and share events and polls right from your status update box. 
• A More Comprehensive Profile - Your Google+ account seamlessly links your YouTube account. If you use Picasa all of the pictures you upload will also go to your Google+ page. Another cool picture feature is that all pictures include in my Google Blogger posts are archived in the photo section of Google+.  The about section allows you to include much more detail than Twitter without character limits and and array of additional categories.
• Hangouts - Many educators are aware of Google Hangouts (GHO's) that allow users to engage in free group video chat.  Hangouts on Air are even more dynamic video chats where you can schedule live broadcasts, host interactive conversations by taking audience questions in real time or in advance, use live apps to enhance the viewing experience, and immediately archive to YouTube when finished.
• Communities - This is one of my favorite features of Google+. Anyone can join an existing community or create a new one. The difference between Twitter is that you can have rich conversations and share blog posts, resources, ideas/strategies, plan/publicize events, and have discussions aligned to specific categories. Evan Scherr and I have created a Digital Leadership Community. With the evolution of #digilead on Twitter our goal was to develop a space that brings together all the people, ideas, resources, and conversation related to digital leadership and learning. Evan and I hope that you will consider joining this community and sharing everything that you already do on Twitter. Not only is it free, but it gives you a chance to amplify your work and voice while engaging with like-minded educators at a deeper level. 

Google+ is a powerful and dynamic social media tool that many educators and leaders are not taking advantage of.  To begin simply start by setting up your circles, connect with other educators, share your content (i.e. blog posts) and lurk for a little bit. Search for and join a few communities as well. If you need any help please feel free to connect and engage with me on Google+.

So what is stopping you from using Google+? If you are using it consistently what added benefits would you highlight?

Become the Storyteller-in-Chief

The new school year has begun for many educators across the country, with others soon to follow after Labor Day.  With the new year comes a renewed focus on initiatives aimed at enhancing learning and improving student achievement. Administrators and teachers alike will work to establish a shared vision and a subsequent plan of action to drive meaningful change and, ideally, cultural transformation. Schedules will be finalized, lessons developed, assessments graded, observations completed, meetings attended, and this basic routine, in a slightly altered format, will continue throughout the year.  During this time of excitement and euphoria, the focus shifts to mandates and directives issued at the state level. This is quite often the most deflating part of the new year, as the real reason for education is temporarily masked by a misguided emphasis on elements that do not equate to real learning.   Regardless of a school’s or district’s particular cycle of activities and response to mandates, one thing will remain the same: students, staff, and administrators will experience success.

In the face of adversity, right off the bat, the seeds for innovation will be planted and students will begin to create amazing artifacts of learning to demonstrate conceptual mastery.  Teachers will develop authentic learning activities that allow students to construct new knowledge while applying diverse skill sets that the global job market demands.  They will also create differentiated assessments in order to provide students with valuable feedback as to the progress being made towards defined learning goals and outcomes. Administrators will conduct countless observations and walk-throughs while spearheading larger change initiatives to improve achievement and school culture.  

Here is the problem though. The mainstream media rarely shares the impactful work in schools that are actually making a difference in the lives of students.  Countless innovative practices that showcase student learning are never covered by the news. Specific achievements of staff and students might at best get a small sound bite in a local newspaper.  As a principal nothing frustrated me more than watching the media latch on to any negative education story and run with it while ignoring so much amazing work taking place in schools each day.  If you do not tell your story someone else will.  More often then not, I would say nine out of ten times, when someone else tells your story it is not the one that you want to be told.  My call to action this school year to all educators is to become the storyteller-in-chief.  

This is not a relatively hard thing to do. Social media allows us to take sole control of our public relations and tell our school stories consistently, accurately, and transparently. Educators are making a difference every day and these success stories resonate with local, national, and even international stakeholders.  Telling stories of student successes and staff accomplishments help to combat and drown out the negative rhetoric that has become rampant in the education profession. It does not have to be a time sap either. So much time and energy get put into traditional newsletters and websites even though the impact is fairly minimal.  Here are some quick ways to harness the power of social media in your respective role to take control of your public relations and become the storyteller-in-chief:

1. Blogs – By far a blog is your most powerful public relations tool. In my opinion, there is no better medium to share innovative strategies, ideas, and success stories related to learning and accomplishments.  A blog is the 21st Century newsletter that gives that function as a two-way engagement tool with the added benefit of adding multimedia content to make your story really pop. Give Google Blogger of Wordpress a try this year to capture the greatness in your classroom, school, or district.
2. Pictures – There might be no better way to capture and share student work, facility enhancements, and accomplishments.  Instagram was my go-to tool of choice. During classroom observations, I would regularly snap a photo of a student project.  On other occasions, I would take photos of plaques representing school-wide achievement.  Once a picture was taken I could then easily share it across other major social media accounts such as Twitter and Facebook.  This process takes literally seconds.
3. Video – Creating a YouTube channel for your classroom and/or school allows you to capture your story with more detail.  Tools like Periscope and Ustream allow you to share live events such as concerts, athletic contests, art shows, etc.
4. Twitter – The microblogging platform allows any educators to share their story in 140 characters or less.  These tweets can be a dynamic combination of text, pictures, videos, and links to websites.  By creating a unique hashtag for your school, a threaded conversation can be shared with stakeholders or easily discovered during a search.  You can also use established hashtags to increase exposure of your stories.
5. Facebook – This social media tool really become our storytelling hub at New Milford High School.  All of the tools above can be integrated or shared on a Facebook page.  

Educators work extremely hard.  We now have the means and tools to tell the real story of what takes places inside and outside the walls of our schools.  Take the time to integrate at least one new strategy that enhances your public relations by meeting your stakeholders where they are.  By becoming the storyteller-in-chief you will not only build a greater appreciation for your amazing work but also catch the eye of the mainstream media who will then look to you for positive story ideas. Never underestimate the power of your stories.

Image credit: http://socialbrandinglab.files.wordpress.com/2014/07/storytelling.jpeg?w=593&h=445