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(Hosting-NewsWire.com, November 16, 2012 ) San Francisco, CA -- Educators need to address the growing presence of social media and online communities.
Schools should address reputation management, but they also find ways to engage with parents through digital forums, writes headteacher Gary Phillips.
Recent research shows that the Internet has an impact on how parents pick schools for their children. The IBM Smarter Consumer survey found that a third of respondents checked out online communities and websites to try to find the best school. Social media was more trusted than newspapers in providing school information.
Educators have not been idle about their reputations in cyberspace or in the real world. They are concerned with news about the school and with communicating with parents who are getting more comfortable being online.
The biggest hurdle for schools is to find the resources to fully interact with the community in digital forums, Phillips writes. Social media provide a powerful tool, but reaching online communities takes time. Many schools can’t afford to allocate already scarce resources.
Phillips’ Lillian Baylis Technology School in London combines both online and traditional efforts to promote the school. Parents and children are invited to visit the campus and get to know its offerings, and a prospectus is still carefully prepared.
For those doing online research, the website is maintained with current news and information about the school.
Social media, however, can have some drawbacks, Phillips notes. It often cannot change someone’s opinion once it is set. Instead, it is more powerful as a confirmation of a feeling or belief. Someone who has spent a lot of money to move closer to a school might give more credence to positive evaluations than negative ones.
Digital forums offer a new advantage: They allow parents who do not visit the campus often to take part in conversations about education. A parent who does not drop off or pick up children still can be involved in school affairs.
Online communications will continue to affect schooling, but educators have to stick to their most important principles regardless of what might be said in the digital world.
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Source: EmailWire.Com
Source: EmailWire.com
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