Inside AASA: Gayane Minasyan and Deanna Atkins

Inside AASA

Seven years ago, AASA launched Facebook and LinkedIn pages for communications and marketing and posted YouTube interviews and blogs of AASA Executive Director Dan Domenech and public policy staff.

Today, with new tools and fresh ideas, the association’s social media encompasses two-way conversations, collaboration and peer-to-peer professional development. Eighteen months ago, AASA hired Deanna Atkins as online technologies and advocacy specialist to lead social media efforts. She works with Gayane Minasyan, director of online technologies, who joined AASA after developing electronic media for another national education group.

This interview by AASA managing editor Liz Griffin has been edited for length and clarity.

What are AASA’s major goals for social media this year?

Minasyan: School leaders may be familiar with social media in their personal lives, but many still need help in effectively using social media in a professional sphere. Our priorities are to build members’ understanding of the ways social media can stimulate engagement and to build and sustain a community dialogue of school leaders nationwide.

Atkins: AASA also uses social media to build its presence as a thought leader in education.

How has AASA’s social media expanded?

Atkins: We’ve focused on increasing numbers of superintendents and high-level educators using social media, specifically Twitter. Our engagement on Twitter has skyrocketed over the past year with more than 18,000 followers, in part because people have discovered it as a vehicle for increasing their professional (and personal) learning networks. AASA members connect using hashtags such as #LeadExcellence, #WomenInEd, #AASA_DigitalConsortium and #AASAMag. On LinkedIn, we have nearly 9,000 followers, and on Facebook, more than 4,400 Facebook page “likes.”

How do members benefit from using AASA social media?

Minasyan: Members greatly value connecting with colleagues and sharing real-time information. When they access AASA’s social media channels, they can share their own stories and join communities by interest areas or event. They increase their reach when searching for advice.

Atkins: This is what I tell members: “If you are not following AASA on Facebook, Twitter and LinkedIn, then you’re not getting the full value of your AASA membership.” Our social media accounts are rich with information related to advocacy, professional development and grant opportunities, as well as breaking news, superintendent success stories and more.

Which platforms are most popular with members?

Atkins: Twitter by a long shot. At events, we often see superintendents encouraging other superintendents to create Twitter accounts, and the conversations go something like this:

“Are you on Twitter?”

“Oh, you’re not? You’ve got to get on Twitter! Let’s set you up on Twitter right now!”

Seriously, superintendents who actively use Twitter are the greatest advocates for it, and they can just about convince anyone to create a Twitter account.

Minasyan: Twitter, LinkedIn, Voxer and Periscope are the most popular platforms used by members. TweetDeck and HootSuite help members manage their social media accounts.

Do you see trends?

Atkins: Many AASA members are joining Voxer, which is like a group chat, except you’re not limited to just text. You can send out voice memos, photos and videos. The AASA Personalized Learning Cohort has its own Voxer group, so everyone can ask for advice when they’re implementing something new or share an idea that’s working really well in their districts.

Any special activities planned for the social media lounge at AASA’s 2017 national conference?

Atkins: We believe this year’s second Social Media Lounge will be even more popular than last year’s when superintendents gave short presentations and answered questions. Gayane and I were nearby to provide hands-on help and answer questions.

Without giving too much away, in New Orleans we are involving more superintendents. There will be fun content, photo ops, and, of course, lots of learning around social media. We encourage attendees to drop by.

*Inside AASA is a new monthly feature about AASA services and products and the staff members behind them. Read full versions of the interviews here.*