Your School's Story on Video

By Nora Carr

When the president of the United States uses YouTube regularly to communicate, it’s no longer a matter of if but when school districts should start putting more meetings, messages, and video content online. Two key trends have shifted the debate: one relatively new, the other decades in the making.

First, new information technologies have made video production universal and ubiquitous. Once the mysterious purview of videographers and master craftsmen charging $1,000 or more for linear editing, video production is now available to anyone with a cell phone.

The second trend is the continued dominance of television news despite eroding audience share. Even with the explosion of social media networks like YouTube, Facebook, and Twitter, more Americans get their news and information from television than from any other source.

As media use proliferates and audience share fractures, district officials need to align their communications efforts accordingly. Focusing more energy on television and online viewing requires a shift in strategy, as well as in technology.

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