Social Networking and Education:

1. Co-sponsored by
© 2010 edWeb.net, IESD, MCH Strategic Data, MMS Education
Social Networking in
Education:
Practices, Policies, and
Realities in 2010

2. 2
Lisa Schmucki
Founder/CEO
edWeb.net
Susan Keipper Meell
CEO
MMS Education
Dr. Jay Sivin-Kachala
Vice President
Interactive Systems Design
IESD
Ellen Bialo
President
Interactive Systems Design
IESD
Webinar Presenters and Industry Experts

3. Social Networking and Education
 Which educators are the most likely to participate in
social networking, which are the least?
 What are the biggest obstacles or challenges for
integrating social networking into education?
 Do educators who have joined social networks see a
greater or lesser value for education?
 How can companies use social networks to improve
all aspects of their customer-facing activities?
3

4. The Social Networking Revolution

5. Teens and Adults on Social Networks
5

6. The Most Popular Sites
6

7. Social Networks Are Ideal for Creating
Professional Learning Communities

8. Research, Policy, and Funding Drivers
8

9. 9
Social networks can be used to provide
educators with career-long personal
learning tools and resources that make
professional learning timely and relevant
as well as an ongoing activity that
continually improves practice and evolves
their skills over time. Online communities
should enable educators to take online
courses, tap into experts and best
practices for just-in-time problem solving,
and provide platforms and tools for
educators to design and develop
resources with and for their colleagues.
National Education Technology Plan
Released November 2010

10. 10
A Collaborative Research Effort

11. Phase I – Quantitative Study
Goals
To benchmark attitudes, perceptions and
utilization of social networking websites
and content-sharing tools by teachers,
principals and school librarians.
11
Susan Meell
MMS Education

12. 12
Phase I Methodology
• Deployed by MMS Education to 82,900 educators; emails provided by
MCH
• Online survey conducted blind
• 1.55% response rate (1,284 total responses)
• 601 Teachers - 1.29% response
• 381 Principals - 1.49% response
• 262 Librarians - 2.45 % response
• Margin of error +/2.71% at the 95% confidence level
• Some inherent bias since study conducted only with educators with
email addresses
• Incentive included entry in a drawing for a netbook computer

13. 13
61% of educators surveyed already
belong to one or more SN websites
Question: Social networks are growing rapidly in popularity. Are you currently a member of or have you
ever joined a social networking website like Facebook, MySpace, Ning, LinkedIn or one of the social
networking websites created for educators (e.g., We Are Teachers, edWeb.net, etc.)?
61%
62%
54%
70%
39%
38%
46%
30%
0% 20% 40% 60% 80% 100%
All
Teachers
Principals
Librarians
Yes
No

14. 14
Age matters – direct correlation between age
and membership in social networks
78%
65%
47%
22%
35%
53%
0%
20%
40%
60%
80%
100%
18-34 35-54 55+
Non
Members
Members
As expected, younger educators are more likely to be members
than older educators, but 47% of older educators have joined a
social network.
Age

15. 1%
1%
1%
1%
2%
2%
2%
5%
11%
14%
20%
85%
0% 20% 40% 60% 80% 100%
We the Teachers
Teachade
Tapped In
Learn Central
We Are Teachers
Ning in Education
edWeb.net
Classroom 2.0
Ning
LinkedIn
MySpace
Facebook
15
Facebook has highest membership;
education sites still in early growth stage
Question: Please indicate if you are a member of any of these sites.

16. 1%
2%
2%
2%
3%
4%
5%
12%
13%
16%
76%
78%
0% 20% 40% 60% 80% 100%
Tapped In
We the Teachers
Teachade
Ning in Education
We Are Teachers
Ning
Learn Central
LinkedIn
Classroom 2.0
edWeb.net
MySpace
Facebook
16
Educators who are not members are still
familiar with social networks
Question: Please indicate if you are familiar with any of these sites.
Note: respondents may have received previous email
promotions about edWeb.net which may influence response

17. 2%
4%
9%
21%
13%
77%
4%
8%
16%
17%
18%
81%
1%
4%
9%
9%
25%
91%
0% 20% 40% 60% 80% 100%
edWeb.net
Classroom 2.0
Ning
LinkedIn
MySpace
Facebook
Teachers
Librarians
Principals
17
Social networking sites have different appeal for
principals, teachers and librarians
Analysis of membership by job function: teacher, librarian, principal.

18. 85%
72%
47%
18%
5%
2%
6%
2%
30%
15%
8%
1%
0% 20% 40% 60% 80% 100%
To connect with friends
To connect with family
members
To connect with
professional peers and
colleagues
To stay current with the
latest Web 2.0
technology
To make connections for
job and career
opportunities
To generate or try to
generate income
18
Educators use different types
of social networking sites for different purposes
Question: Please tell us how you are using general social networking sites vs. professional/education
sites (e.g. LinkedIn, Ning in Education, We Are Teachers, edWeb.net, etc.).
General
Professional/
Educational

19. 19
Looking ahead, educators are more likely to join
a social networking site dedicated to education
Question: How likely are you to join a new or additional social networking site in the next 12 months?
16%
5%
23%
10%
34%
21%
0%
10%
20%
30%
40%
Alreadya member Nota member
GeneralSite
ProfessionalSite
EducationSite

20. 20
Educators see value for using social networking
in many areas of education

21. 21
Educators who have joined a social network
are more positive than those who have not
35%
29%
31%
27%
39%
40%
38%
41%
40%
39%
44%
42%
45%
44%
29%
33%
37%
40%
43%
44%
46%
50%
51%
53%
56%
60%
61%
64%
0% 10% 20% 30% 40% 50% 60% 70%
To find job and career opportunities.
To find information on products and services.
To connect with the local community to get local
support.
To become familiar with social networking.
To connect with students
To connect with parents
To get support from peers to cope with job
challenges.
To receive online professional development
support.
To learn how social networking and Web 2.0
applications can be incorporated into teaching.
To create groups to collaborate on projects.
To improve school-wide communications with
staff, students and parents.
To connect with professional peers and
colleagues.
To create professional learning communities.
To share information and resources with
educators.
Members
Non-Members
Perceived value of social networking: those who are a member of an SNS vs. those who are not.

22. Top Four Reasons Educators See Value in Use of
Social Networking in Education
0% 20% 40% 60% 80%
Improve schoolwide
communications
Create professional
learning communities
Connect with professional
peers and colleagues
Share information and
resources with educators
53%
56%
49%
51%
50%
61%
61%
65%
50%
50%
51%
54% Teachers
Librarians
Principals
22

23. Least Popular Reasons for Using
Social Networking in Education
0% 10% 20% 30% 40% 50% 60%
Find job and career
opportunities
Find information on
products and services
30%
30%
33%
28%
32%
33%
Teachers
Librarians
Principals
23

24. 24
Concerns include privacy, lack of time,
email overload and restricted access.
Question: Please indicate the concerns you may have about joining a general social networking site vs.
a professional/education social networking site .
9%
9%
11%
9%
33%
47%
48%
50%
11%
11%
12%
12%
47%
47%
48%
64%
0% 20% 40% 60% 80%
My teachers union advises
against it.
My teachers association advises
against it.
I do not see the value for me
personally.
I do not see the value for me
professionally.
My school/district does not allow
me to access these sites.
I already get too many emails
and online communications.
I am already too busy and don’t
have time.
I am concerned about my
personal privacy.
General Sites
Prof/Ed Sites

25. Phase I - Key Findings
• Educators see that social networking sites can have
value in education:
- As a way for educators to share information and resources
- To create professional learning communities
- To improve school-wide communications with parents, students and staff.
• Educators who have used social networking technology
are more positive about the benefits than those who
have not.
• Regardless of prior experience with networking sites,
educators expressed a strong preference, going forward,
for joining a social networking site dedicated to
education.
25

26. Phase I - Key Findings
• Teachers and librarians are looking to principals and
school leaders to provide:
- Policies and guidance re: use of social networking professionally
and/or in the classroom
- Training in using social networking professionally and/or
in the classroom
• At the same time, principals feel the most behind in
using the technology. They have the least personal
experience using these tools.
26

27. Action Plans and Recommendations
• Listen Before you Speak
• Join social networking groups related to your program or
product. Observe and follow, listen, watch trends, topics that
spark interaction
• Content is King but Content is Not About Your Product
• Identify issues, topics of interest to your customers
• Look for educator experts to join your group
• Keep it fun, engaging, lively, humorous, interactive
• Make it an experience, have a voice
• Controlling the Conversation is Not an Option!
27

28. • Begin using Social Networking with Customers
• Using social networking for new customer acquisition is most
difficult
• Use SN after-sale to build retention, customer loyalty
• Identify Measurable Goals (ties to ROI)
• Enrollment, engagement, registrations, mini-grants
• Not all people will create content or respond – many are
readers/information gatherers. Forrester research indicates
1% want to create content
9% want to share content
90% want to read/use content
28
Action Plans and Recommendations

29. • Build for Separate Audiences (if it makes sense)
• Parents, educators, students
• Social Networking is 24/7
• You may need to change your regular staffing needs
• Weekends, evenings
• Not all conversations can be done online, you may need
help desk/phone support
29
Action Plans and Recommendations

30. 30
Goals of Phase II
• Conduct an in-depth discussion with principals who have
used social networking in their professional lives
• Explore their experiences and attitudes about using this
technology personally and in education
• Find experiences and practices that provide lessons for
other principals on how social networking can be used
effectively

31. 31
Phase II Methodology
• Conducted by Interactive Educational Systems Design
(IESD) late February through early March 2010, using
IESD’s EDRoom online research facility
• 12 principals participated, recruited by edWeb and MMS
Education
• Participants were screened to have used social
networking for professional purposes and to be actively
engaged in at least one social networking site
• Representation from elementary schools, middle
schools, and high schools

32. 32
Phase II Question Focuses
• Personal experience with social networking and the
use of social networking in education
• Interest and comfort level of educators and students
in using social networking for educational purposes
• Uses of social networking in their local schools
and/or districts

33. 33
Phase II Question Focuses
• School/district policies related to social networking
• Principals’ views of their role in supporting the
adoption of social networking and other
collaborative technologies by their teachers and
staff
• Looking into the future, how principals see social
networking and online collaboration tools changing
the education experience for teachers, students,
and the entire school community

34. 34
Phase II Key Findings
Advantages to student use of social networking
About half of the principals described potential
educational value that could be derived from student
use of social networking.
Looking to the future―most of the principals thought
social networking and online collaboration tools would
make a substantive change in students’ educational
experience.

35. 35
Phase II Key Findings
Interest and comfort level of students with social
networking in education
About half of the principals gave a general
characterization of their students as very engaged
and/or interested in social networking.
About half of the respondents mentioned a high level
of involvement with social networking on the part of a
substantial group of students, but not all of them.

36. 36
Phase II Key Findings
Advantages to educator use of social networking
About half of the principals described the value of
social networking as a tool for sharing information,
ideas, and experiences with other educators.

37. 37
Phase II Key Findings
Interest and comfort level of educators with social
networking in education
Colleagues. Most of the principals described some degree of
use, interest, and/or comfort level among their colleagues re:
adopting social networking in education.
Teachers. About half of the principals indicated that some of
their teachers are integrating social networking or other Web 2.0
technologies with instruction or would be comfortable doing so.
Library media specialists. About half of the principals
described a relatively high level of interest or comfort with social
networking among their library media specialists.

38. 38
Phase II Key Findings
Interest and comfort level of educators with social
networking in education
Age of the educator. About half of the respondents indicated
that the younger the educator, the more likely he or she was to
be comfortable with social networking.

39. 39
Phase II Key Findings
School/district policies related to social
networking
About half of the principals indicated that they felt
their current policies were inadequate and/or needed
revision.
Several principals indicated that they had no written
policy dealing specifically with social networking.
Most of the principals indicated that students did not
have access to social networks at school.

40. 40
Phase II Key Findings
Use of social networking and Web 2.0 in local
schools and districts
Most of the principals reported some use of Web 2.0
technologies with students in their school or district―
but social networking per se is mostly blocked for
students.

41. 41
Phase II Key Findings
Issue: Teacher-student social contact
Teacher-student social contact via social networking
(e.g., Facebook “friending”) could create potential
problems and/or should be avoided.
(Mentioned by most of the principals)

42. 42
Phase II Key Findings
Issue: Need for educational focus
Use of social networking in schools by both
educators and students should be focused
on educational purposes.
(Mentioned by about half of the principals )

43. 43
Phase II Key Findings
Issue: Legal concerns
Legal concerns are one of the factors to be
considered in implementing social networking in
schools.
(Mentioned by about half of the principals)

44. 44
Phase II Key Findings
Issue: Lack of time
Lack of time is one of the barriers to implementation
of social networking in schools.
(Mentioned by about half of the principals)

45. 45
Join and explore existing education-focused
social media websites:
edWeb.net
WeAreTeachers
We the Teachers
Classroom 2.0
Ning in Education
LearnCentral
Tapped in
ASCD Edge
Microsoft’s Partners in Learning Network
TeachAde (NEA)
Action Plans and Recommendations

46. 46
Visit and explore websites focused on student
collaboration projects:
ThinkQuest World Portal
GlobalSchoolNet
ePals
iEARN
Collaboration Centre
OzProjects.edu.au
Action Plans and Recommendations

47. 47
Identify educators and instructional designers
that have experience in developing collaborative
Web 2.0 projects.
Consider hiring them as consultants/advisors.
Action Plans and Recommendations

48. 48
When developing social media experiences for
educators or students:
• Start with education-focused goals and objectives,
and work backwards
• Provide clear, explicit guidance to participants
• Engage the right project leader
• Consider “seeding” the project with exemplary
participants
• Start with a small pilot
• Ensure that the technology interface is simple
Action Plans and Recommendations

49. Do you have a social media strategy?
49
Yes = 38 %
No = 11 %
In
Development
= 51 %

50. 50
50 – 70% of Companies Have One

51. Social Media Spending on the Upswing
51

52. Time Spent on Email vs Social Networks
52

53. Action Item: Join the Conversation
53
 Social/collaborative networks in education are a fast
growing phenomenon
 Although there are significant barriers to using this
technology with students – educators are getting on
board on an professional level
 Social networks support collaboration and
professional development
 There are powerful drivers pushing this
 Social networks give companies an unprecedented
opportunity to create deeper, ongoing relationships
with all members of the education community

54. Build, Host, and Facilitate
Professional Learning Communities for Educators

55. 55
How to Use Facebook for Business
http://www.hubspot.com/archive/facebook-for-business

56. 56
LinkedIn Groups: Guide to Creating Successful Communities
http://www.slideshare.net/kkochaver/linkedin-groups-guide

57. 57
An Educator’s Guide to Ning
http://teachingwithoutwalls.com/resources.php

58. 58
www.weareteachers.com

59. 59
edWeb User’s Guide to Creating Professional Learning Communities
http://www.edweb.net/fimages/op/edWebUsersGuide.pdf

60. Ask not what your
customers can do for you…
60
 Provide valuable information
 Host discussions on important topics
 Give educators a place where they can talk with and
support each other
 Provide professional development and training
 Ask for opinions and input
 Provide more personal product support
 Offer opportunities, contests, grants

61. The benefits will come…
61
 Gain valuable feedback and market insights
 Increase customer loyalty and retention
 Find customer champions and advisors
 Get ideas for product development
 Increase the recognition of your brand
 Be recognized as a thought leader and expert
 Generate, nurture, and convert leads

62. Like a 24/7 Conference
62
Stimulating panels/discussions
Informative presentations
Personal connections
Relationship building
Word-of-mouth marketing
Showcase for products/services

63. Strategies for Success
63
 Experiment to find what works for your organization.
 Stop thinking about campaigns and ROI. Think
community.
 Sponsor professional learning communities for
educators
 Pick a platform that’s right for your market/needs.
 Leverage your existing assets: e-newsletters,
research, experts/authors, webinars.
 Leverage your whole team and tap young people on
your staff.
 Get started now.

64. Q and A
64
A link to the recording of this webinar will be
sent to you via email.
You can download a copy of the PowerPoint at:
www.mmseducation.com
For more information, contact info@edweb.net

65. 65
Research Reports
Download the research at
www.edweb.net or
www.mmseducation.com
Social Media and Young Adults Pew Internet
and American Life Project
http://www.pewinternet.org/Reports/2010/Social-Media-and-Young-Adults.aspx

66. 66
National Education Technology Plan 2010
Download at:
http://www.ed.gov/technology/netp-2010

67. Resources
67
How to Use Facebook for Business
http://www.hubspot.com/archive/facebook-for-business
LinkedIn Groups: Guide to Creating Successful Communities
http://www.slideshare.net/kkochaver/linkedin-groups-guide
An Educator’s Guide to Ning
http://teachingwithoutwalls.com/resources.php
edWeb User’s Guide to Creating Professional Learning Communities
http://www.edweb.net/fimages/op/edWebUsersGuide.pdf
The Best of Both Worlds: How to Effectively Leverage Social Media
Relationships with Real-Time Collaboration Tools
http://www.scribd.com/doc/21722909/Go-to-Meeting-Bunzel-
SocialMediaWebinars-eBook-0

68. 68
Lisa Schmucki, Founder & CEO
lisa@edweb.net
800-575-6015, ext. 100
www.edweb.net
www.twitter.com/edwebnet
A professional social
networking website
for the education
community
About edWeb.net

69. 69
Susan Meell, CEO
smeell@mmseducation.com
About MMS Education
MMS Education is a national market research,
consulting and marketing company specializing
exclusively in the education market. MMS is helping
its clients understand how social networking and
social media provides enhanced opportunities for
educators to collaborate peer to peer, and provides a
way for organizations to connect more directly with
the educators who use their products and services in
classrooms every day.
Please contact us to discuss how we can help you
with:
• Strategic Planning
• Market Research
• Marketing/Communications/Social Media
• Inside Sales and Sales Support
• Knowledge Management/Database
800-523-5948 www.mmseducation.com

70. 70
Interactive Educational Systems Design (IESD), Inc.
provides a variety of services related to research on
education technology issues and the evaluation and
development of educational software, multimedia
products, and websites. IESD was founded in 1984 by
Ellen Bialo and Dr. Jay Sivin-Kachala, the firm’s
President and Vice President. IESD’s clients include
education market publishers, technology hardware
manufacturers, government agencies, nonprofit
institutions, and school districts. IESD designs and
implements qualitative and quantitative research—
including focus group research (in person and online),
structured interviews, survey research, user testing,
demographic and financial data analysis, literature
reviews, and text document summary and analysis.
IESD also custom designs and implements evaluation
research on educational programs, products, and
services. For more information, call 212.769.1715 or
email iesdinc@aol.com.
About IESD

71. 71
About MCH Strategic Data
MCH Strategic Data is a leading source
of compiled data on education, health,
and government institutions in the United
States, and has recently acquired the
fully-updated QED education database.
MCH is a privately owned company that
has been in the education market for
over 80 years. MCH is a strategic
partner of edWeb.net.
John Hood, President
johnh@mchdata.com
800-776-6373