Image is everything?

Are most schools more focused on relaying basic
information than creating an effective digital image?

The idea of image when creating an online presence is one that I do not think schools seriously consider when developing websites. Most of the time schools are more focused on relaying information to parents and students. Perhaps that is why many school websites are not effectively managed. Unfortunately, many school websites simply upload PDF documents of information they traditionally sent home with students.

One of the problems with school websites, is the difficulty to ensure that all parents or students are visiting it to get information. Hence, many schools still send printed material home with students accompanied by talk mails informing the parents/guardians of the printed material. While, ideally, a school website would be the best place to direct parents/guardians, there is still a portion of people who seldom surf online or even use email or social media.

Another concern is whether school websites are already passé. Social media sites may be more effective in relaying some information to homes. I know in my province one district has decided to set up a district presence on Facebook, arguing that most parents check Facebook before they go to the school or district website for updates such as cancellations, events, etc. Yet, again, there are a number of avid Internet users (myself included) that do not use or have a very limited use of Facebook.

The article "Breakdown: Converged Media Workflow" explores some of the issues and concerns that arise when creating an online presence and image. While primarily an article on business and marketing strategies, the idea that departments must "work together on a more frequent basis" is required to create an effective online presence. Schools and districts need to work closer together to ensure everyone is on the same page and schools should have a team who regularly meet to discuss what needs changing and what needs adding to their online presence.

Furthermore, the article explores the mistake of forgetting to "analyze what people want to hear" when creating an online presence. What information do parents/guardians and students want to see on a school or district website and what social media presence is required? How can schools gather this information?

Creating an effective digital image and online presence requires schools to tap into just more than having a school website. Schools and districts need to go where parents and students are, and that means creating a presence on social media sites with links to the related websites.

Educators also have to consider their digital image. While finding ways to inform and connect with students and parents is important, there is a need to divide the personal from the professional. One article I read a few years ago suggested the easiest way to provide information to students through social media is to create a separate account that is for educational purposes. This certainly does not mean that educators do not have to be careful about what they post and discuss in their personal digital space, but it creates a distinction and makes it easier to manage.

Mobility is another concern when developing an online image

Another concern today is the mobile user. Parents and students alike are increasingly using more mobile technology. In "Accessibility Trumps Design," author Reuben Tozman observes that mobile versions of websites have to have "the content structured in a way that lets mobile technologies take advantage of certain pieces of content that regular browsers ignore." This concern illustrates another reason why schools should have a team that meets on a regular basis to address the changes to not only content, but also technology and how users will access the content.

Finally, I think Reuben Tozman's article "Feeding the Web and Instructional Design" should be mandatory reading for any team looking at designing or redesigning their digital image. Tozman approaches the web experience as a community with a "network of relationships." I think it also takes a network of relationships for a school and district to create an effective image online. Web development and creating an online presence should never be left to one or two people; ideally, it should be a team effort that is regularly discussed and analyzed with feedback and contributions from users who access the content.

Photos from morguefile.com