Social media is not going away. How many times have we written that line? We admit, we’ve published that statement over and over. But, in our defense, it’s not because we’re out of new ideas to write about—it’s because social media continues to impact today’s students more and more each time we sit down to construct a new issue of your monthly e-Letters.
As Admission Directors, your job may also include some level of responsibility over social media platforms. It’s a proven medium for engaging current, prospective, and graduated students, so it seems reasonable that at some point in your weekly tasks, you find yourself turning to Facebook or Twitter to communicate. Your messages are unique to your mission. You might be announcing an open house, discussing an upcoming alumni event, or sharing stats of your 2011-2012 student body with interested parents.
But, what about what you’re telling new students about your school’s social media policy? If you’ve attracted a family through a social media platform, then it’s safe to assume they’re a connected user and more inclined to turn to such outlets when seeking information or a sounding board. So, it’s important that part of your orientation includes your school’s policies regarding social media platforms—it’s important that you know your school’s policies!
Hopefully, your school has taken the summer’s slower pace opportunity to update its policy. There should be clear outlines about how both your student body and your faculty and administration use such resources to communicate. It might seem like common sense not to post your personal feelings regarding salary, policies, or fellow employees online, but surprisingly, social media risks are not fading from headlines. There are continued reports of firings and legal cases regarding cyber talk making the news. In fact, many states are enacting laws to protect teachers and students from online risks.
Missouri, for example, is giving its districts until January 2012 to establish policies that outline appropriate use of electronic media such as texting and Internet sites for both personal and instructional purposes. It's mandating that electronic communication be done publicly, not through private messaging. Meaning, if your teachers use Facebook as a way to keep in touch with students, they must post to the wall, not privately message.
Missouri is not alone. Virginia, Rhode Island, and Louisiana are also among the states that are trying to restrict online communications.
Private schools are not held to the same state law requirements as public schools, however. This is both a pro and con. It is a positive in the respect that your school has the freedom to create policies that are in line with your mission. It is a negative because not all private schools have risen to the challenge of constructing a social media policy that protects them from legal issues.
If you’re not clear about your school’s social media policies, take this opportunity while it's still early in the school year to request that a policy be created or that you have a clear guideline before continuing your duties using social platforms. Also, request that a clear policy be outlined in the student handbook you're using for new student orientations. It’s important that students come into your school fully aware of what is acceptable and what is not regarding their online activity.
Online bullying policies and reprimand procedures should also be clearly defined in student handbooks. Thirty-three states have recently updated their laws regarding electronic bullying. It should be clear to all current and prospect families what your school will and will not tolerate. Parents want to know how their child is being protected from online harassment—and, if your policies are not in line with what some states are proposing as basic protection, what advantage does your school offer over the public school system?
Safety is a primary concern of parents. Knowing how your school plans to protect their child from online harassment could help you fill a seat. If your school is still struggling to construct a social media policy, check out ISM’s upcoming Social Media Policies 2.0 Webinar on October 26, 2011. If this date does not work with your calendar, remember that all Webinars are made available in our archive area roughly two weeks after the live presentation.
