For example, every time a story is broadcast on GCS’s cable television channel or posted online, the district sends out an eMail message to the individuals or school featured, with broadcast times and links to the final product.
This simple step encourages digital word-of-mouth and makes it more likely that the content will “go viral.” Just as H1N1 passes from human to human, a viral communication campaign seeks to spread information person-by-person, either face to face or via phone or eMail.
When fans or friends help spread the word, school officials not only save money; they benefit from the implied, third-party endorsement as well.
For “on-the-go” news consumers who shift quickly from one communication channel to another and who show little loyalty to web sites, keeping things simple—and digital—is critical.
By spreading digital content across multiple platforms and venues, school leaders make it easier for parents and other news consumers to find the information they want them to have.
This strategy also increases the likelihood that fans and friends will share news and information with others in their personal and professional networks. Because “on-the-go” news consumers have little time to waste, efficiency and ease of use can make the difference between effective and irrelevant communications.
Award-winning eSchool News columnist Nora Carr is the chief of staff for North Carolina’s Guilford County Schools.