Running Head: FACEBOOK AS A TOOL

Facebook as a Home-School Communication Tool

Randon Ruggles Technology in Education INSTTECH 5131 November 29, 2012

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Introduction Oh no, what was that picture of? Who posted that? What, the filter isnt working? Facebook. Just the word alone makes teachers, administrators, parents, and technology directors cringe. The topic of social media, more specifically the use of Facebook, in the classroom comes up frequently in educational technology discussions. The prevailing thought used to be, lets block that. Basically, educators were advised to stay away from all dealings with Facebook, particularly with students, and at an arms length. This approach seemed to make sense and is very understandable, but to a point. When dealing with students it is important to be mindful of protecting their wellbeing. There is always the possibility that teachers will say that something is inappropriate or share too much information. However, being safe should not mean missing out on a key opportunity to engage the school community with a useful communication tool (Hartstein, 2011). In some settings it makes sense to have a policy that discourages individual teachers from posting specifics about their students to their personal profiles. Instead of blocking all access, schools should counterbalance such a policy by setting up a Facebook page to represent the school. Lets be honest, students, families, staff members, and even technology directors are going to use Facebook regardless of whether or not schools choose to do so. In fact, most students know how to get around some of the best filters out there. However, by setting up a Facebook page, schools can establish a controlled, professional presence that allows them to capitalize on this social space in important ways, while still protecting their students (Hartstein, 2011). This paper will look at the specific benefits of using Facebook as a school-home communication tool. It will also offer suggestions on how to use this tool to enhance the

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connection with parents and families, discuss potential problems with the implementation of such a page, and explore some rollout ideas. All schools want to communicate clear information in an instant that is relevant and reliable, regardless of the medium. Facebook easily meets all of these criteria and more. Therefore, it should be in use as the tool for school-home communication in educational settings across the globe. Analysis and Discussion Background Schools have been communicating with the parents and families of their students as long as there has been a building where the students went every day. First it was home visits and hand written notes. Then slowly the communication method changed to include phone calls and xeroxes. In fact, xerography became commercially available in 1950 by the Xerox Corporation (Bellis, 2012). Since the invention of the school copy machine, communication with parents and families has changed very little. In the past 62 years Skype calls home have become popular, as well as emails, and the use of a website. However, nothing has been so popular, prevalent, or effective as a copy from the xerox machine. Well, that was until around 2004 when a group of students at Harvard University created a website that was designed primarily for college and university students. It was a relatively conventional social-networking online environment, modeled after US school year books where brief written profiles of incoming students are presented alongside a photograph (Selwyn, 2007). Its use migrated quickly into business, personal, and school settings. Its name was, is, and will continue to be Facebook. Today Facebook boats more than 1 billion monthly active users. Furthermore, over 58% of them return and upload over 300 million photos every single day (Website Monitoring, 2012).

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At first Facebook was only open to individuals that had a college or university email address. That slowly changed to include individuals with a generic email as well. Two years after its inception, Facebook opened its registration process to organizations and more than 4,000 of them joined within the first two weeks (Waters, 2009). With an average of 250,000 people registering to use Facebook daily, schools cannot ignore the social networking tool that exists under their fingertips (Waters, 2009). In fact, over 70 schools across Austria, Australia, Canada, and the US have realized the power of Facebook and are currently using it as a home-school communication tool (Edudemic, 2012). More schools need to follow in their path. Why There are many appropriate and very relevant ways for schools to communicate with the homes of their students. However, this paper will specifically look at this the tool because: 1. Facebook is the wave of the future 2. Facebook shares up to date information instantly 3. Facebook allows for easy two-way communication 4. Facebook creates a direct connection between home and school Wave of the Future The use of Facebook in schools is the wave of the future in terms of communication. In 2009 a US survey conducted by CDW-G found that 70 percent of school districts were using some form of technology to disseminate information to their families. This was up from 45 percent in 2008. Furthermore, 46 percent of the districts without such a system were considering implementing one in the next year (Dyrli, 2009). This is a tremendous increase in only one year. In fact, notification systems of some kind have become part of the integral infrastructure of

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school districts across the US today. However, Dyrli goes on to say that emergency notification is becoming something of a misnomer, as most of these products are now designed to be used more often, for regular, non-emergency, every day communications. This trend is due in large part to the convenience and ease of use that comes from Internet-based entirely hosted online services (2009). Before schools looked for simple, concrete ways to communicate emergency notifications to their families. But those methods of communication, although still important, are now being used for every day communication. Facebook is one of these Internet-based methods that many school districts are turning to for their communication needs. The Childrens Centre in Hertfordshire, England used several forms of communication, including mailings and a website to disseminate information to their families. However, they turned to Facebook as an additional form of communication because parents and families are familiar with that from their online socializing (Carter, 2012). The Childrens Centre also commented that rather than having to go to a website to find information, the information would reach parents/carers whenever they logged on to Facebook (Carter, 2012). Schools understand the importance of reaching parents where they are and in their normal, daily socializing activities. The Tempe Elementary School District in Tempe, Arizona embraced Twitter and Facebook in 2008 because it was really becoming a way that a lot of people in the world were communicating (Butler, 2010). They realized, like The Childrens Center, that schools should be communicating in a way that makes sense for parents and families today, so they joined Facebook and launched a school page. In the age of tight budgets and set funds from stakeholders, schools cannot afford to implement an expensive system to communicate with parents and families. Most social media

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applications today cost nothing and add tremendous value. Thats an attractive alternative for business [or schools] looking to cut costs (Dyer, 2011). Schools need and require something that is inexpensive or free. Free is the name of the game. Facebook is, in fact, totally free! Finally, the use of Facebook as a school-home communication tool can only exist if it works effectively. Hartstein, a web designer and author on social networking for Mashable, states that while Facebook is at times a bit daunting, when used effectively it can provide schools with an excellent opportunity to engage the communities they serve and act as a key component in a schools online presence (2011). Facebook does provide schools with a unique and beneficial opportunity to connect with their families in a way that works. The FAIR School in Minneapolis, Minnesota utilizes Facebook extensively to communicate with their families. In a recent presentation on the topic, they stated the reason for their use of this tool: We are committed to 21st century learning; therefore, we utilize 21st century communication (2012). If schools are interested and invested in 21st century learning, like most today are, and want a home-school communication tool that works the answer is to use Facebook. It is the wave of the future. Facebook share up to date information instantly There is an age old saying that Time is Money. The same general idea also applies to school communication. Parents and families require up to date and relevant information as soon as possible. The addition of Facebook dramatically increases the ability and ease of a school to communicate with its families. The director of social media at the Los Angeles Unified School District (LAUSD) had this to say about the addition of Facebook to the school district communication plan: This is a service that was desperately needed in the LAUSD

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community...Theres so much to share. (Noonoo, 2012). There is so much to share every single day. In fact, with over 600 million active users currently accessing Facebook through their mobile devices, they receive that content from the school in the palm of their hand regardless of where they are in the world (Website Monitoring, 2012). Paul Miller, aka DJ Spooky, even wrote in his book, Rhythm Science, that Home is where the cell phone is (2008). He is completely right. For many families today their mobile device is their home. They have their music, pictures, video, email, etc. all on their phone. When they receive messages on there from the school they are instantly informed. They do not have to go to a house, apartment, or other physical building to access their answering machine or retrieve a bent up piece of paper from a backpack. They receive the information on their phone. Although, what a school shares on Facebook is almost as important as it sharing anything at all. If a school is consistent in keeping the information updated and accurate, students and families will likely come to rely on the Facebook page as a resource to find information about whats going on at the school (Hartstein, 2011). It is important for a school to stay up to date with information so that families do rely on the Facebook page as a resource. The content on the actual Facebook page can range from the predictable, such as lunch menus and daily announcements, to the very creative (Edutopia, n.d.). Other uses of a school Facebook page are to post photos, videos, podcasts, newsletters, honor role celebration handouts, calendars, weather related announcements, and as a recruitment tool for potential staff and students (Hartstein, 2011). The goal of some districts is to convert everything that was previously paper to a digital format and post it online at the Facebook page. In addition to quality information shared on a consistent basis, there is a distinct value in instantaneous communication with parents and families. In November, Salt Lake City

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[School District] officials used Facebook to notify parents that an elementary school was in lockdown as police investigated reports of shots fired off campus. It turns out that the incident was not connected with the school and that no one was hurt (Butler, 2010). The use of a post on the school page by the Salt Lake City School District was reassuring to many. When parents and families hear about news events they naturally begin to worry about their children. However, if a message is posted on a school Facebook page parents are instantly informed of the situation and the safety of their children. Even in a school setting the amount of time to communicate a message is truly important. Instant communication is possible through a school Facebook page. Facebook allows for easy two-way communication Unlike many school fliers or newsletters that are copied off on paper, Facebook allows for easy two-way communication between schools and the homes of their students. In fact, This [back-and-forth dialogue between home and school] can facilitate discussions in both large and small learning communities. Parents and other community members can weigh in with a thumbs-up, ask a question, or voice an opinion about school issues (Edutopia, 2012). If a parent has a Facebook account they can then Like the school Facebook page. After this action has occurred they can leave comments, ask questions, and participate in the Facebook page in a new and different way. Butler explains, One-way communication allows us to tell our story to various stakeholders...Getting feedback from this communicationboth positive and negative allows us to assess, evaluate and ultimately improve the educational services we provide (2010). The FAIR School echos his statements: Facebook allows for more visual and robust communication, where community members become active participants, not passive observers (2012). What they saw previously was families receiving the information, taking it in, but not

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really interacting with it in any way. However, with the addition of Facebook it has allowed for a strong community to be developed where their students and staff are recognized, information is communicated, and people who may not interact do (The FAIR School, 2012). They cite a few examples in their presentation. One has their principal receiving a large award and students, staff, and community members commenting on the post and recognizing
Figure 1

him in ways he only dreamed were possible (Figure 1). There was also an image of a first grade student who wrote a letter to President Obama and he wrote back. The post on Facebook allowed for this student to be recognized by high school students, his parents, and random members of the community that saw him online. There were also
Figure 2

additional examples of some

artwork that was photographed and posted online instead of only being hung in a hallway (Figure 2). This student received comments from community members, other students who had not seen the artwork, and members of staff from the other building as well. Facebook allowed for,

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continues to allow for, and creates the opportunity for easy two-way communication between school and home. It has dramatically changed how The FAIR School communicates as well as how the community responds and recognizes the the success of its students, teams, teachers, and the whole FAIR community. Just imagine what the addition of Facebook can do in your school! Facebook creates a direct connection between home and school Educators are often told to get down on the students level. Maybe it is time that educators truly reached out to parents where they are at instead of where schools want them to be. We need to go where our parents are and it is not enough to keep stuffing papers into our kids backpacks (Edutopia, n.d.). The same parents who might browse a school website a few times a year are apt to be on Facebook every day (Edutopia, n.d.). In fact, some students have even gone to their main offices and suggested that the school add a Facebook page as a notification option because many students check their Facebook pages daily (Butler, 2010). It only makes sense moving forward that schools employ the use of a Facebook page to connect with their families. Furthermore, digital communication allows for a direct connection between schools and parents. Students are often their parents main source of information about school (The FAIR School, 2012). If that information is incorrect or it does not make it home at all, then the parent does not receive the correct or any message from the school. Instead, schools like The FAIR School have flipped around the perspective and the responsibility of communication from the student to the parent. Their belief is that parents need to access the information because the student no longer effectively provides it (The FAIR School, 2012). Messages make it home on Facebook. They dont in the backpack (The FAIR School, 2012). In fact, because over 50 percent of cell phones in the US are now smart phones, the information

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posted on Facebook can immediately pop up on the screen of parents and families with these devices (Goldman, 2012). Furthermore, with Facebook every family receives the same message and at the same time. In fact, not only does the information make it home, but once it is there families are actually talking about school in a positive way. Dyer, a social media blogger and consultant, writes, At least half of Twitter and Facebook users said that they had become more likely to talk about, recommend, or purchase a companys products after they began following the company on social media (2011). The sphere of influence and communication using Facebook is immense. Many schools even use their strong academic results as a key to their recruiting efforts. Facebook provides the tool for a school to share their aggregated academic data with the world. Not only is it available to those interested in potentially becoming a part of the community, but is also accessible to students and families that are already in the school. These results are easy for students, teachers, and proud family members to Like and share with people in their Facebook network (Hartstein, 2011). In fact, The FAIR School commented that one of their posts reached 9,781 people (Figure 3) (2012). That is roughly 10 times the number of students at their school. However staggering that statistic is, they also shared that with one post they have the potential, through Friends of Fans, to reach over 215,000 people (The FAIR School, 2012). Schools would be hard pressed to find another free tool that can communicate that effectively. A school Facebook page does create a direct connection with home
Figure 3

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that can be explained, quantified, and demonstrated time after time to make an immediate difference in the lives of students and families. Problems A Facebook page is a great idea for schools, but only if a few hurdles can be crossed in the process. First, the Facebook page needs to be setup as a website and not as a locked profile page. The FAIR School commented in their presentation that by setting it up as a website parents and families did not have to have a Facebook account to access the page (2012). This prevented parents and families from complaining that they could not access the information because they did not want to be part of the social network. With this method everyone has access to the information as a website, but everyone still needs to have access to the Internet to access the school Facebook page. That is really the second large task to think about when using Facebook as a school-home communication tool. Everyone has to access the material in some fashion through the Internet. The good news is that many cable companies, like Comcast and Time Warner, provide reduced or low cost Internet access to families if they are on the Federal Free and Reduced Meal Program. In order to see the school Facebook page families need access to the Internet and this is a big hurdle that some schools and families will have trouble crossing. Third, it is a necessity that parents and families are educated about the use of Facebook as a tool for communication. What is a Like? How do you download a photo? How do you leave a Comment? These types of hurdles need to be crossed in a clear, simple, and straight forward manner. Fourth, the Facebook page needs to effectively communicate relevant information. This may sound like a misnomer, but it appears in many school pages. The manager of the Facebook page needs to be regularly maintaining its interest and usefulness. They therefore need

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to be regularly thinking of things to post (Carter, 2012). When the page provides relevant information, families come back to the page often. If not, they Un-Like the page and ignore the school communication. Schools should provide relevant information that is effective when using a school Facebook page. If these four hurdles can be crossed then a Facebook page will be an effective school-home communication tool. How To effectively rollout a school Facebook page teachers, administration, and technical support all need to be on the same page. The teachers have to use Facebook internally prior to the public launch of the school page. They need to be able to advise parents on how it works, which buttons accomplish which task, and so on. They also need to know who to share information with about events, concerts, and other cool things happening in their class to post on the Facebook page. As parents, schools, and teachers are learning about [the school Facebook page] the e-mails are starting to pour in with requests to share news about their activities and school accomplishments. Theres so much to share (Noonoo, 2012). There is a lot to share, but teachers need to know where and who to effectively communicate that to. The administration needs to clear and leave open the lines of discussion with the communications director and their staff. The administration needs to have it clearly laid out about what they would like to see posted and when. There also needs to be a pedagogical shift in how information is delivered to families. Instead of providing it, which happens frequently in meetings with parents, the administration needs to ask if they have accessed the content off the school Facebook page. Another large issue the administration will need to tackle is the publishing of photos on the school page. What policy will they follow and when do parents sign off on that. In addition, the

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technical support staff also need to be consistent with the staff and administration when considering the use of a school Facebook page. They need to primarily understand and most likely unblock Facebook from the school filter. In fact, Portland Public Schools in Oregon, for instance, had to overcome its own ban on social networking to set up its Facebook page a year ago (Edutopia, 2012). Once the website has been unblocked the question will need to be discussed as to if it remains open or if certain people will have that privilege. It is a bit backward to have a school promoting communication through a Facebook page, but then have the page be blocked at the school. Therefore, when most schools utilize Facebook as a school-home communication tool they do leave the website open for all students and staff as well. Another consideration for the technical staff is the uptick in bandwidth that will occur when individuals begin to access Facebook photos, video, and other content posted online. In addition to teachers, administration, and technical support staff getting on the same page, the school district will also need to come up with a clear communication plan. The question of who is doing the communication for the school and how that will be accomplished, especially with the addition of the school page, will need to be answered. The FAIR School clearly lays out that their Facebook page what each communication form is for: Facebook is for current events, up-to-date information, student work, and weather announcements. The website is for permanent information, contact information, forms, letters, lists, and the FAIR Talk (Arndt, 2012). The clear delineation of communication forms, as demonstrated by The FAIR School, is essential to moving forward with a school Facebook page. In addition, clearly defined roles and responsibilities of the communication director and their staff will help everyone involved in the

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school community to understand where to access certain information, using what method, and who is posting it. Finally, to rollout a school Facebook page there needs to be a community access plan. Families need to be coached into accessing the Facebook page and retrieving the information. The school needs to explain to families that they cannot live in a model where everything is handed to them anymore. They are responsible to access the Facebook page where the up to date information will be available to them. There also needs to be a clear training and access plan created for parents. A sustainable program of reminders [using Facebook] to keep them involved and connected is vital to success (Dyrli, 2009). Parents and families need to be reminded to check the Facebook page and taught exactly how to do it. In one school they organized a Facebook Week to really promote the page. They made badges and handed out helium filled balloons to children...with a Facebook page card attached, telling people how to access the page (Carter, 2012). Other schools have rolled out the school Facebook page on back to school nights, conferences, or other events that bring the entire community together. Creating a community access plan is a key component to the success of using Facebook as a school-home communication tool. Conclusion and Recommendations This paper has specifically looked at the benefits of Facebook as a school-home communication tool. More specifically, Facebook is the wave of the future, it shares up to date information instantly, allows for easy two-way communication, and creates a direct connection between home and school. This paper has also offered suggestions on how to use this tool to

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enhance the connection with parents and families, as well as discussed the potential problems with the implementation of such a page and explored some rollout ideas. School Facebook pages should be in use at educational settings across the globe for school-home communication. Facebook. The word alone should not make teachers, administrators, parents, and technology directors cringe. Instead, it should be a tool that is synonymous with clear, relevant, and reliable communication that is instantly available to parents and families. All schools want to achieve those goals and the use of Facebook as a school-home communication tool is the way to accomplish it.

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References Arndt, A. (2012). Communications. The FAIR School. Retrieved from https://sites.google.com/a/ wmep.k12.mn.us/fair/communication Bellis, M. (2012). The history of Xerox. About.com: Inventors. Retrieved from http:// inventors.about.com/od/xyzstartinventions/a/xerox.htm Butler, K. (2010, February). Tweeting your own horn: districts are using social networking web sites like Twitter and Facebook to tout their accomplishments and communicate with the public. District Administration, 46(2). Retrieved from http://go.galegroup.com.proxy. lib.uni.edu/ps/i.do?id=GALE%7CA219374166&v=2.1&u=uni_rodit&it=r&p=AONE& sw=w Carter, C. (2012, March 29). Using Facebook for childrens centre communication & promotion. Hertfordshire Development Centre: Good Practice - Case Study. Retrieved from http://www.thegrid.org.uk/learning/ict/research/casestudies/documents/case_oughton _cc.pdf Dyer, P. (2011, July 30). Using social media as a communication tool. Pamorama: Building buzz in a connected world. Retrieved from http://www.pamorama.net/2011/07/30/usingsocial-media-for-customer-communication-infographic/#.UI9KzWl277p Dyrli, K. O. E. (2009, August). Keeping the community in the know: notification systems are more sophisticated--and popular--than ever. District Administration, 45(7). Retrieved from http://go.galegroup.com.proxy.lib.uni.edu/ps/i.do?action=interpret&id= GALE%7CA206602962&v=2.1&u=uni_rodit&it=r&p=AONE&sw=w&authCount=1

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Edutopia. (n.d.). Edutopia presents: Home-to-school connections guide. Available from http:// www.edutopia.org/pdfs/edutopia-home-to-school-guide.pdf Goldman, D. (2012, May 16). Half of U.S. cell phones are now smartphones. CNN Money. Retrieved from http://money.cnn.com/2012/05/16/technology/smartphones/index.htm Hartstein, D. (2011, April 26). How schools can use Facebook to build an online community. Mashable. Retrieved from http://mashable.com/2011/04/26/facebook-for-schools/ Mazza, J. (2012, August 24). 40+ schools using Facebook and Twitter for home-school communication. edudemic. Retrieved from http://edudemic.com/2012/08/callingall-homeschoolers-add-your-social-media-tips-to-this-google-doc/ Miller, P. D. (2008, October 23). Writing is music (spooky poetics). Mid riff note. Retrieved from http://gtwalford.wordpress.com/tag/dj-spooky/ Noonoo, S. (2012, June/July). Social medias new direction. T.H.E. Journal, 39(5). Retrieved from http://www.nxtbook.com/nxtbooks/1105/journal_20120607/#/14 Selwyn, N. (2007) Screw Blackboard... do it on Facebook! : an investigation of students educational use of Facebook. Paper presented at Poke 1.0 - Facebook social symposium. University of London, London, England. Retrieved from http:// startrekdigitalliteracy.pbworks.com/f/2g19b89ezl6ursp6e749.pdf The FAIR School. (2012) Parents Matter: Engaging Families. Paper presented at 21st Century Community Learning Centers Summer Institute. Ernest N. Morial Convention Center. New Orleans, Louisiana. Retrieved from http://www.seiservices.com/21stcentury/ PostConferencePresentations/Cumming_Presentation_2.pdf

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Waters, R., Burnett, E., Lamm, A., & Lucas. J. (2009, June). Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review, 35(2). Retrieved from http://www.sciencedirect.com.proxy.lib.uni.edu/ science/article/pii/S0363811109000046 Website-Monitoring. (2012, October 19). Facebook 2012 facts and figures. WebsiteMonitoring.com. Retrieved from http://www.website-monitoring.com/blog/2012/10/19/ facebook-2012-facts-and-figures-infographic/