An Investigation of Principal's Perceptions about the Use of Social Media to Build Trust, Transparency, and a Greater Sense of Community


Book Description

Communication practices have changed over the years. Therefore, the way school leaders connect with its stakeholders should align with these changes. Social media is one way to meet this shift. However true this may be, there are some leaders that will not engage with these online platforms. In contrast, those leaders that utilize social media seem to reap benefits. Through the use of qualitative methodology, this study investigated the perceptions held by elementary school leaders about the use of social media to build trust, transparency, and a greater sense of community. The research examined belief systems held by the participants with respect to social media and its role in communicating and connecting with stakeholders. Findings indicated that school leaders believe there are benefits and consequences with social media, social media requires too much time; therefore, a point person is needed to maintain the platforms and communicating via social media requires training. Findings indicated that school leaders build trust in a variety of ways, and it can be accomplished in a virtual space such as social media. It was also discovered that the leaders believe social media helps to increase parent involvement. Findings also indicated that school leaders build community in a variety of ways, and social media platforms can be used to enhance these practices. Additionally, school leaders believe social media is an avenue for information sharing.




Principals' Perceptions of Social Media and Its Influence on School Climate in Small Northeastern States


Book Description

The influence of the principal on student learning is second only to classroom instruction of school-level factors (Grissom, 2020; Wahlstrom et al., 2011). A sustained, positive school climate is associated with a variety of positive outcomes such as improved student achievement, graduation rates, and teacher retention (Thapa et al., 2013). Principals may use social media to connect with stakeholders, in the interest of building community and school improvement. (Ferriter et al., 2012). The purpose of this sequential explanatory mixed-methods study was to investigate and explore public high school principals’ perspectives on the use of social media to develop and promote a positive school climate. This study was guided by the following research questions: 1. Are there differences in principals’ use of social media platforms and the following demographics: gender, years of experience, urban/urban-ring/suburban/rural? 2. How often do principals use social media to communicate with their school communities? 3. How do principals rate social media platforms as vehicles to communicate with students specifically regarding school climate? 4. How do principals describe their experiences with social media as a tool for improving school climate? 5. What are principals' beliefs about the value of using social media to develop school climate? Phase I quantitative survey consisted of high school principals (n = 53) from three small states in the northeastern U.S. Phase II qualitative focus groups included purposefully selected participants (n = 16) from the Phase I respondents. Phase III consisted of document analysis of principals’ Instagram posts. The quantitative data were analyzed using descriptive statistics. The data from Phase II and III were processed according to Creswell and Creswell’s (2018) protocol. Connected findings emerged: principals’ communication via social media may help to build engagement with the community; principals use social media to build relationships and promote equity; and principals’ posting of desired behaviors and mindsets models the expectation for the community. As a result of this study, districts should ensure social media is used consistently by principals. A predictable schedule of engaging content focused on highlighting those students typically less engaged and promoting the schools’ core values may help improve school climate.




Transparency in Social Media


Book Description

The volume presents, in a synergistic manner, significant theoretical and practical contributions in the area of social media reputation and authorship measurement, visualization, and modeling. The book justifies and proposes contributions to a future agenda for understanding the requirements for making social media authorship more transparent. Building on work presented in a previous volume of this series, Roles, Trust, and Reputation in Social Media Knowledge Markets, this book discusses new tools, applications, services, and algorithms that are needed for authoring content in a real-time publishing world. These insights may help people who interact and create content through social media better assess their potential for knowledge creation. They may also assist in analyzing audience attitudes, perceptions, and behavior in informal social media or in formal organizational structures. In addition, the volume includes several chapters that analyze the higher order ethical, critical thinking, and philosophical principles that may be used to ground social media authorship. Together, the perspectives presented in this volume help us understand how social media content is created and how its impact can be evaluated. The chapters demonstrate thought leadership through new ways of constructing social media experiences and making traces of social interaction visible. Transparency in Social Media aims to help researchers and practitioners design services, tools, or methods of analysis that encourage a more transparent process of interaction and communication on social media. Knowing who has added what content and with what authority to a specific online social media project can help the user community better understand, evaluate and make decisions and, ultimately, act on the basis of such information.




Digital and Social Media Marketing


Book Description

This book examines issues and implications of digital and social media marketing for emerging markets. These markets necessitate substantial adaptations of developed theories and approaches employed in the Western world. The book investigates problems specific to emerging markets, while identifying new theoretical constructs and practical applications of digital marketing. It addresses topics such as electronic word of mouth (eWOM), demographic differences in digital marketing, mobile marketing, search engine advertising, among others. A radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services. Information and Communication Technologies (ICTs) and digital media are having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices. This book considers this, as it examines the practice and research related to digital and social media marketing.




Emergent Strategy


Book Description

In the tradition of Octavia Butler, here is radical self-help, society-help, and planet-help to shape the futures we want. Change is constant. The world, our bodies, and our minds are in a constant state of flux. They are a stream of ever-mutating, emergent patterns. Rather than steel ourselves against such change, Emergent Strategy teaches us to map and assess the swirling structures and to read them as they happen, all the better to shape that which ultimately shapes us, personally and politically. A resolutely materialist spirituality based equally on science and science fiction: a wild feminist and afro-futurist ride! adrienne maree brown, co-editor of Octavia’s Brood: Science Fiction from Social Justice Movements, is a social justice facilitator, healer, and doula living in Detroit.




The Use of Social Media Tools by School Principals to Communicate Between Home and School


Book Description

Ultimately, the outcomes of the study may help lead to changes in family and community partnerships, leadership practices by principals, as well as teachers and parent groups expanding their use of social media tools to build a connected and transparent learning community. The insights included in this study may be used to support the development and implementation of a school or district's communication strategies and professional development plans for all stakeholders.




Having an Impact on Learning


Book Description

A public relations director and a principal have mostly the same goals in helping students achieve at high levels. While each might go about impacting student learning in different ways, they both work to make education better. In Having an Impact on Learning, the husband and wife team of Matt and Kelly Wachel, help show how both the principal and the public relations director can propel education forward. Whether it’s through perception, teaching and learning, communication, social media, events, student achievement, or working with the community, principals and public relations professionals have to understand their roles in contributing to each of those areas. While the topics of conversation between these two professions sometimes cause disagreement, in the end, the principal and the public relations professional agree that their two views must ultimately mesh to help do what’s best for kids. In this book, get insight into these areas of education and learn about ways principals and public relations directors can work in harmony. School leaders and communicators have to be on the same page when it comes to telling the story of education. We are all storytellers and we have to be able to tell the story together.




Social Media


Book Description

Social media is a multi-faceted tool that has been used by educators and/or their students in ways both beneficial and detrimental. Despite the ubiquitous nature of this tool, there is much research still needed on the multitude of ways that social media impacts education. This book presents research on the influences of social media on education, broadly construed. Specifically, the research included in this book is categorized into four broad areas, examining the educational influence of social media on youth and college students, professional development in content areas, higher education learning, and social justice and activism. Chapter authors emphasize the opportunities of social media use in education and provide recommendations for how to address challenges that may arise with social media integration into the teaching and learning setting. These authors also advocate for use of social media to grow and enhance professional interaction among educators, moving beyond the social aspect of these platforms to advocate for educational and societal change. Individuals working in K-12 schools, teacher education, teacher professional development, and higher education, including pharmacy, nursing, dental and medical education, as well as those in other educational settings can use these findings to support and guide integration of social media into teaching and learning as well as their professional practice. Endorsements for Social Media: Influences on Education "Anyone attempting to understand these issues and the emerging, critical role of social media in education today should read the excellent edited book Social Media: Influences on Education. I’ve been monitoring educational media and technology research and practice for the past 40 years. In my view this book is an important contribution to a current perspective on social media and its impact from preschool to higher education and professional studies in general and social justice issues specifically." Richard E. Clark, Emeritus Professor University of Southern California "Social Media: Influences on Education is an essential book for those seeking to understand the relationship between education and social media or to conduct social media research in education. Griffin and Zinskie have collected a variety of essays showcasing approaches to researching social media from qualitative interviews with teachers, to meta-analyses of nascent literature, and research within the platforms themselves. Providing a well-rounded introduction to the field, this book provides a foundation for those interested in understanding and exploring the impact social media has had on elementary, secondary, and tertiary education." Naomi Barnes, Senior Lecturer Queensland University of Technology, Australia "Social Media: Influences on Education is a must-read for anyone interested in social media's impact on education and social justice. Grounded in the latest research, Griffin and Zinskie offer an informed, critical perspective on key issues – children’s social media use, cyber-harassment, misinformation, social justice through social media, professional networking, and more – as social media pervades every aspect of our lives. Educators, parents, students, activists and social media users everywhere, if you’re invested in education and social justice, this book is for you!" Christine Greenhow, Associate Professor Michigan State University




School Advocacy and Community Outreach


Book Description

This qualitative study describes, analyzes, and interprets the perceptions and beliefs related to barriers of the use and efficacy of social media tools for school advocacy and community outreach by principals in the kindergarten through 12th grade setting in one suburban district located outside of a major metropolitan center. School advocacy is the active process of communicating the vision, mission, and beliefs of the educational organization to the greater community that the school serves. Community outreach signifies the steps schools take to build and maintain strong partnerships with members of the community at large. To successfully advocate for the school and reach out to the community, principals must have strong communication skills and the tools to successfully convey their messages. Although a growing menu of social media tools are popular in modern society, and competition for students has increased with the proliferation of school choice, some practicing principals have reservations about implementing social media tools into their comprehensive communication plan. Four themes related to perceptions of barriers to implementation of social media tools emerged from semi-structured interviews with practicing principals. Issues of privacy, time and fidelity, choice of tools, and roles as school promoters were discussed as they related to the framework of social cognitive theory.




Tactical Transparency


Book Description

While exposing the risks inherent in maintaining a nontransparent relationship with customers, Tactical Transparency provides a methodology that will help your organization create its unique plan to bring greater authenticity to your company and your brands. Drawn largely from interviews with leaders in companies that have achieved measurable success in this arena, authors Shel Holtz and John C. Havens provide step-by-step details on how executives and professional communicators can create a transparency strategy that will keep their organization competitive in the twenty-first century. The authors show how organizations can evaluate their readiness for transparency, what they need to do to get ready, and how to effectively communicate their transparency strategy to their customers and employees. They also identify aspects of blog/new media "netiquette" an important but often misunderstood part of engaging in transparency. Your purchase of Tactical Transparency Includes a One Year Subscription to Fast Company ($10 value). View the refund/promotion details here.