It’s Everyone’s Job. Plan For It.

As we often say at the Davis Academy, life is a journey: a journey of learning and discovery; a journey that embraces family and community; a journey that broadens our world.  As we embarked on the 2013-14 school year, our advancement team joined together on a year-long journey to better define what social media looks and feels like at the Davis Academy. This journey has provided us the opportunity to reflect on how we utilize social media and how we can better engage our constituents via the various avenues of social media. Prior to embarking on this journey, we were already using social media (Facebook and Twitter, in particular, to various degrees); however, we had not been very strategic about our approach.

This journey, our Jewish Day School Social Media Academy experience, has given us the coaching, guidance (and nudging) we needed to go outside of our comfort zones and to experiment with new approaches, strategies, and projects. Our biggest takeaway has been the simple realization that social media is everyone’s job and that timing is everything. That being said, with the guidance of our amazing coach, we have taken a closer look at defining our social media policy, developing our content curation strategy, and are striving to further empower the members of our community to authentically become involved in the SM storytelling through formal trainings. 

Many members of our community (faculty, parent ambassadors, alumni and administrators) have an established social media presence, and it has been a yearlong goal to streamline this activity into a more collaborative effort.  All of our constituents have amazing content to share individually, but by sharing collectively the impact is significantly more powerful. In order for the shared effort approach to work, we have quickly realized that some formal training is imperative.

We have identified a core group of Host Committee Members/Parent Ambassadors/Faculty Members who already recognize the tremendous value and the impact that social media can have, and we are using this core group to train and engage others as well.  While much of this training took place midway through the school year this year, we recognize that there will be much greater momentum in future years when these trainings occur right from the start. In the fall, as part of our Host Committee kick off, our parent Co-Chairs will begin with a dialogue around social media (as we have done for the previous two years).  This dialogue will then be extended into a hands-on application session in our Tech Lab where the co-chairs will walk parents through the ins and outs of Facebook and Twitter (aka Facebook/Twitter 101).  Together, they will have the opportunity to explore the Davis Academy Facebook page, Twitter handle and grade level specific hashtags, interact with the already existing content, and curate new content themselves in a supported setting.  We want our parent ambassadors and host members to feel empowered to post, share, tag, like, and comment as they go about their everyday activities. In a similar fashion, our faculty and administration also are taking a more formal approach to SM training and are holding sessions for other key players like parents, grandparents, and teachers to join in the collaboration. 

Thanks to the monthly webinars, coaching calls, and ShareFests with other JDS Social Media Academy schools, we feel we are better equipped to use social media as a communications tool to reach more families and community members.  We look forward to involving more constituents and improving our practices to tell The Davis Academy story through these valuable channels.

 

The Jewish Day School Social Media Academy is an intensive program designed to help Jewish Day Schools advance their strategic use of social media in areas such as communication, marketing, community building, alumni relations and development. The 2013-14 nationwide cohort of 15 schools was generously supported by The AVI CHAI Foundation.  Each of the schools will be sharing insights from their experience through blog posts here with the tag #jdsacademy

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