Making Social Media Work in the Education Market

Assigning a dollar figure to ROI for social media is difficult; what you are looking to do in the learning resource industry is to get more fans of your company and products, said Scott Traylor, CEO and Chief Kid for 360KID, at the recent AAP PreK-12 Learning Group Master Class. His presentation, “How to make social media work for you”, focused on the rise of social media use among educators, the research on using social media to investigate new products, and what publishers need to emphasize in their posts. (Hint: it’s not about the company.) Below are Traylor’s do’s and don’ts for creating an effective social media conversation.


Key points

  • If all you do is talk about yourself, you have found a sure way to turn people off. Traylor estimates that successful social media people only talk about their company 20% of the time.
  • Instead of pushing people to you, invite them into a conversation. Ask questions, point them to stories that might interest them, and be a resource to your followers. But don’t anger your customer base. Steer clear of controversial topics and getting engaged in contentious debates via social media.
  • Don’t post the same messages to all platforms, even if you want to share it everywhere. Craft each item to best work on each platform; consider staggering the release too.
  • Have a genuine voice—your social media person or team should know your company and your products inside and out, and they need to have a passion for you work. If they don’t, it will show in their posts and turn away followers.
  • Thank people—for kind words about your product, for giving you feedback, etc. Being courteous online goes a long way to developing a rapport with your followers.
  • Focus on the quality and not the quantity of your posts. While you don’t want to disappear from social media for too long, more posts does not always equal more traffic.

The things he is passionate about in edtech don’t always get the traffic he wants, Traylor told the attendees, but the eclectic and silly stories can bring in more viewers than he anticipated. The key, said Traylor, is to be prepared to take advantage of that traffic and to create a path so that wherever they start on you social media stream, you are moving them along to where you want them to go next.

See more of Scott Traylor’s presentation.

For information on upcoming AAP PreK-12 Learning Group events, visit Programs & Events on the AAP website.

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