I’ve been racking my brain these past couple weeks thinking about the ways I will use social media to communicate with stakeholders. Most of this thinking has been limited to thinking about the messages and information I can provide people. After reading Why Social Media Matters (Porterfield and Carnes 2012) I now find myself not just thinking about how I will use social media to communicate but how I will use it to build relationships as well. Using social media as a platform for building relationships was a significant learning I had while reading the book.
Filtering my thoughts for social media communication around the concept of relationship building is useful for two key reasons. First, I believe this depicts the changing expectations that people have in schools. Porterfield and Carnes connect to this idea when they state, “In today’s world, you cannot assume that anyone cares about or respects public institutions simply because they are institutions. People care when they feel cared for. A social media presence speaks to inclusion.” (pg. 19). The stakeholders of a school expect to be included. If I want them to care I must first communicate that I care about them. Relating this idea to a practical use, I plan to do this with my work with new teachers; using digital tools to communicate the idea that they are valuable and appreciated. Knowing people's expectations for inclusion is an important concept that I need to remember when thinking about how to use social media to build sustaining relationships. Another reason this social media and relationship connection was useful is because it highlights the two- way communication process that is necessary today. Although there may be an increase in efficiency when we communicate digitally I think there are larger goals that this kind of communication should aim to achieve. It no longer makes sense to simply send information out to stakeholders in a one-way fashion. Although it is important to give stakeholders information; one-way communication doesn’t build relationships alone. If we truly want to unlock the power of digital tools we need to use them to both send and receive feedback. These kinds of communications provide an opportunity for schools to gain feedback from stakeholders and engaging in this kind of dialogue is foundational to relationship building process. Porterfield and Carnes illustrate this idea when they state, “Start asking stakeholders what they want and need to know, what services would be useful, and whom they would hear from, and once you ask, use their answers.” (pg. 38). As a tangible connection, I plan to begin my work next year with teachers with input about their ideas about what they want to gain out of the mentor experience. Additionally, I plan to open up my blog to gather their input about the subjects that matter most to them. Using this information, I can taylor the blog to try to meet those needs. Asking for input and using that input will be essential for me in order to build relationships moving forward.
Before this book and this class, I think I would have considered relationship building and technology use to be two separate entities. However, what I now realize is that these two compartments can and should be connected. Moving forward, it isn’t enough for me to simply use digital tools to send 1-way messages. I need to think not just about sending messages but using them to build relationships as well. This means engaging stakeholders in the process at every opportunity.