As I inch closer to my new role in school administration, issues like culture and collaboration occupy a prominent spot in my mind. These are issues that are best approached with a design mentality. The more integrated the approach, the greater the likelihood of successful implementation. Many initiatives that are rolled out by school boards and local schools are done in a piecemeal fashion. A paint by numbers approach may include all the correct elements but it lacks the impact of the real thing.
Companies that can truly call themselves “social organizations” approach culture and collaboration from a true design perspective and the impact is stunning. Starbucks makes use of social media not just to promote products but to craft an experience. The phone app makes life easier for the customer, a rewards program encourages frequent usage and “My Starbucks Idea” allows consumer to become co-creator. The level of integration makes the customer feel like a partner and the experience becomes truly organic. A complicated process becomes simplified and elegant.
Too often we decry the lack of parental involvement in schools and chalk it up to parental indifference. This mentality would never fly in the private sector. When Starbucks started to lose its way, it lost customers. Coupled with the “Great Recession of 2008”, a juggernaut really stumbled. Howard Schultz did not throw up his arms and blame the customers for not buying his product. He rolled up his sleeves, got back in the game and got busy reengaging his base.Does the education system treat parents and students as co-creators or passive consumers? Profits are a great motivation for change but moral imperative is even more powerful.
School boards should strive to become social organizations. Social media gets a bad rap sometimes from an organizational perspective because it is regarded as primarily a marketing tool. As it stands right now, most boards are guilty of using social media as a marketing tool. Plans are created within the hierarchy and then shared with the stakeholders as done deal via some social media platform. This is reductionism at its best. A powerful tool is stripped of its power and simply becomes a more expedient newsletter. The goal should be co-creation and consultation during the development phase, not simply notification of a completed product.
Fast Company’s Co.Exist recently published an article about how three old school, non-profits have used social media to great effect. Goodwill, The United Way and Red Cross are hardly sexy brands but they are creating a big social media footprint. The strategy was to connect with the support base from a new perspective. Rather than simply soliciting donations , these companies are creating partnerships with potential donors. A community is being developed that can be a source of support in both the short and long term. They have created an affinity for their organization and people are much more willing to lend a hand. There is ABSOLUTELY no reason why school boards cannot do the same. People want to feel valued. A recent poll showed that people would be willing to take less pay for a job that made them feel valuable. Parents will make sacrifices if they feel valued. Volunteers teas and the like are wonderful but they do not create a sense of value. Real affinity comes from participation.
Below is a great infographic from Craig Newmark (Craig’s List Founder) showing the use of social media by public organizations.