Elizabeth Allen (@LizAllen) is the director of online communications and alumni relations at the American School in London. She is also a faculty member for the CASE Social Media and Community conference.
I’ve previously written about the valuable role students can play in generating content for social spaces. Student-generated content is a great way to communicate the culture of your school, straight from kids who experience it every day. But you might not realize that there is another source for content creation right under your nose—the faculty.
Faculty bloggers are a great way to round out your school’s story online. You can show off your outstanding teachers to several different audiences. Potential families and potential employees are both curious about what life is like on campus. Although student recruitment is a major part of outreach, staff turnover rates in international independent schools range from 10 percent to as high as 60 percent. This makes staff and faculty recruitment a big part of school marketing.
Making the Case
Faculty are already busy—they’re teaching, after all—so asking teachers to blog on top of their regular duties might be a hard sell. There are ways to make the case, however. Teachers already regularly communicate with parents in a variety of ways. Think about how some of that information can be turned into blog posts—for example, photos from a field trip, quick video clips from presentations or class reading for the week. If the class is using technology or other tools in the classroom, all the better. Initiatives like 1:1 programs (one laptop for each student) are also great fodder for blogs.
Another way to make the case is to appeal to a teacher’s professional goals and career arc. Blogs can be a great way to create and maintain personal brand. As previously mentioned, it’s not uncommon for international school teachers to change schools. Some migrate to new schools every two to three years and having a digital record of classrooms and activities can be a great way to show course progression, teaching styles and interest to potential employers.
As always, protecting students and families is critical. Faculty should adhere to the same data protection and privacy policies used for all school publications. I am personally a big proponent of having the majority of content publicly available, but keeping kids safe is of the utmost importance.
Your teachers might be creating the greatest blog content ever written, but if it isn’t easy to find, they might as well not bother. Make faculty blogs easy to find for all of your audiences: potential families, current families, potential employees and the teaching and learning community at large. Consider creating a page on your website that lists all faculty blogs and make it easy for users to navigate between them.
Final thoughts: Blogs aren’t the only way to share faculty-generated content. Microblogs like Twitter, photo sharing sites like Flickr or the many social bookmarking sites are also options. It’s up to you, the school and your faculty to figure out what works best.