As Facebook, Google, Twitter and others launch a range of new opportunities to show affiliations and interest it has become confusing for Schools to know what they mean, and how to best utilise these technologies.
Facebook Like has been with us for 18 months now. When anyone - prospective parent, parent, pupil, teacher, governor or MP - click this it shows that they have a positive connection with your School. Facebook automatically communicates to their friends that they are happy to recommend your school to them. It also lets you know that their preferred way of receiving information is through Facebook.
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If you are using an integrated approach to your school marketing all those that have liked you will automatically receive notifications whenever you update your news page. This enables you to build powerful relationships in a very simple personal way.
Your followers can then share this information with their friends within the network.
It's important to note there is a difference between liking a page and liking a site. A distinction that may become clearer with the launch of the Facebook subscription button last week.
Although we often talk about Social and Search Marketing as having separate dynamics there is starting to be some convergence.
Bing is the second most popular search engine market, and it's share could grow thanks to Facebook integration. Any website that is liked on a Bing search result is propagated into Facebook and vice versa. This means that something liked in Facebook will be shown on Bing despite anyuser interaction with the search platform.
The truly personalized way Bing is starting to leverage Facebook data could make lots of searchers-especially those with an intense Facebook activity-switch from Google to Bing.
Google + is the newer alternatives, it's currently the fastest growing social network. When Google + pages launched in the UK twenty schools had their own page within a day. Google +1 is an annotation system which reinforces the interactions between organic and paid results, web pages, and your Google contacts. Google is Essentially encouraging you to support its social media network, the carrot being better search engine rankings.
With Google +, you get three options: follow an account, like the account or share content. The difference with Facebookbeing the like and follow buttons are separated.
The final main player is Twitter. This has always primarily been independent and a pointer site, however the recent launch of company and charity pages indicates it will be one to watch in 2012.
Social Media is a simple and very friendly way to spread the word. Its main complication being the change of names and services offered monthly.
The simple take outs are to make sure you have the most up to date major social media options on your site and integrate them into your overall communication strategy to facilitate ease of management and impact.
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