Language schools and Facebook: Just do it

March 26, 2010

Recently a colleague (someone whom I respect very much) told me that as far as social media goes, she has a “Just say no” policy. She claims it would take up too much of her time if she “did Facebook”. I felt like jumping across the table at the restaurant where we were enjoying lunch and strangling her.

Anyone who knows me knows that I am a big fan of social media. But me being a fan of it means nothing and that’s not why anyone should explore it. There is a one good simple reason why language programs should have an online presence, including a Facebook page. It is this: If you’re marketing something, you need to “be” where your prospective students are.

I have a client who runs an adventure language learning school in Europe. I’ve suggested to him that he focus his marketing efforts on finding students who are already into the adventure lifestyle. He’ll probably get more traction at outdoor expos than he will at a traditional language fair. He wants to “be” where his students are. He’s also looking at online marketing, and rightly so.

Why? Because his learners are young people, aged 18-25. And where are those folks? They’re on line. This age group rules the Internet. In particular, they’re on Facebook.

My adventure language learning school owner has it right, folks. If you’re marketing to 18-25 year olds, you don’t just want a website. You want an entire online presence that includes a Facebook page.

This means a Facebook page, at the very least. Don’t know how to get one? It’s easy and it’s free. I’ll give you an example. Here’s my company page: http://www.facebook.com/EatonInternationalConsulting

I’m not offering that up as shameless self-promotion, but rather to make it easy for you. On the bottom left hand side of the page there’s a link that says, “Create a page for my business”. Click on it. Make a page for your school.

See? Wasn’t that simple? 10 minutes of your time increases your online presence.

When you’re done that, send a note out to all your current and past students, asking them to become fans of your page. Yes, ask. It’s not cheesy. It’s how it’s done. Being a “fan” of someone’s FB page is code for “I think these folks are all right and I’m happy to be part of their community and support them”. (By the way, since I believe in practicing what I preach, why don’t you become a fan of my FB page while you’re there?)

Hopefully you already have a Facebook account for yourself and your students are your friends. If not, get yourself an account. Keep it professional. Search for a few student names and start adding friends. The term “friend” on Facebook can be your actual real, live friends and they can also be customers, business contacts and others. I keep my Facebook page fairly neutral and don’t mind if colleagues and former students are friends. It’s a good way to stay in touch.

If you go onto Facebook and do a search for groups using the term “language schools”, the results may surprise you. There are businesses listed who have hundreds of fans. Who are all these fans? Their current and former students, of course! The students use the school’s page as a place to post photos and exchange messages. It creates a hive of online activity, led in a large part by the students themselves. This is pretty much the perfect low-cost, high-impact marketing and promotion I am a big fan of.

When you’ve got your FB page, send me a note or drop me a comment on the blog and I’ll become a fan of your page. Why? Because I am way more of a “Just do it” kind of girl than my colleague in the restaurant. That is to say, when “just do it” is good for you, of course. When it comes to marketing it is definitely good to “do Facebook”.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Nigeria launches national literacy awareness campaign

March 22, 2010

Nigeria has invested big dollars in a nation-wide literacy awareness campaign. Just last week it was announced that the National Commission for Mass Literacy, Adult and Non-Formal Education in Nigeria is launching a massive, national literacy awareness campaign across that country’s 36 states and the Federal Capital Territory.

Their plan (and a good one, I think) is to launch a radio awareness campaign. Literacy awareness campaigns differ from traditional marketing because they need to focus less on printed brochures, advertisements and other word-based forms of promotion. A radio campaign is a brilliant idea.

The country has invested 96.5 Million Nigerian nairas to fund this campaign. If I’ve done my math right, this translates into approximately $650,000 Canadian dollars, which is about $643,000 USD. Critics are saying this isn’t enough of an investment. Others are applauding the initiative.

I count myself among the second group. This is a tremendous initiative. A national campaign such as this requires a tremendous amount of planning, organization and coordination. I will be watching with interest as this unfolds.

Read more in this recent news article.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


Language and Literacy Teachers as Leaders

March 18, 2010

Language and literacy teachers and tutors are instructional leaders. Every day they act as role models for the students that they teach. They are a source of inspiration, motivation and encouragement. For the most part, they also lead by example. When a literacy tutor teaches a learner to read, write and learn the alphabet, it is because they have also learned it themselves and they are sharing what they themselves have learned. Many foreign language teachers have lived and taught abroad. They understand the difficulties in grasping a foreign grammar and new vocabulary, as well as culture shock and learning how to “be” in a new place.

Here are 5 tips for celebrating your role as a Language Leader:

1. Share stories with your learners.

Humans connect through stories and shared experiences. Tell your students about your own experience as a learner, or a story about someone you know. Think of a student you have who is struggling. Then go back into your memory banks and find an anecdotal story about you or someone else that may help your learner in some way – to provide relief, inspiration or hope. I advise changing the names of characters in your stories, to protect the innocent, of course. But it OK to share stories about former students who have overcome similar difficulties and succeeded. Connecting through stories is a powerful way to lead.

2. Share your own tips for success.

Students sometimes struggle to find strategies that will help them succeed. One way they figure out what will work for them is to get tips from those who have already done the same. As a teacher, you act as a leader when you share your tips that will help others succeed. For example, I had trouble learning to roll my “rr” when I was learning Spanish. I had previously studied French and my “r”s were too far back in my throat for Spanish. I struggled with the new sound of the trilled Spanish “rr”. My teacher gave me the tip of practicing it in the shower. (Seriously!) I practiced every day in the shower until I could do it.

As a teacher I passed that same tip on to my own students, telling that that practicing every day for just a few minutes is important. The method of doing it while doing something else that is pretty routine and does not require much “deep thinking”, also helps to decrease anxiety. It worked for me and my students tell me that it works for them too. They appreciated the tip! Every teacher has good learning tips. What are some of your personal success tips that you can share with your learners?

3. Show your humanity.

Adults have this thing about failure. Children are less self-conscious about it until they learn that it’s bad to make mistakes. Adult learners may have feelings of shame or stigma about what they don’t know. As a Language Leader you want to show your learners that it is not only OK to make mistakes and not know things, it is inevitable! What we don’t know creates a space for us to learn in. No one knows everything and we all have the capacity to learn. When you’re working with your learners find ways to take yourself down off whatever pedestal your learners may want to put you on and show them that you are just as human as you are.

4. Laugh with your learners.

Along with showing your humanity comes laughter. I tell my students about the time when I was giving a presentation as a young college-age student who was studying Spanish. I concluded my presentation, which was an anecdote about my experience studying abroad in Madrid with the line, “Y al final me quedé bien embarazada.” A few people in the class broke out into laugher and my teacher stifled her laughter. What I said was “I finished up good and pregnant”. What I meant to say was, “At the end of it all, I was really embarrassed.” Oops! Needless to say, there was no pregnancy involved, but there was embarrassment – both during the initial incident and during my class presentation. And I learned to say it properly in Spanish – “Me dio mucha vergüenza.”

I share that story with my students so they can see my humanity. We have a good laugh over it and hopefully, they learn from my mistake!

5. Encourage learners with a “can do” attitude.

Every now and again we all become discouraged. When this happens, it’s easy to say, “I can’t do it”. As a Language Leader, your job is to say, “Oh yes you can!” I tell my students that I am actually a very slow learner, which is true. I tell them about times I wanted to give up and didn’t. I tell them that by tapping into their own personal determination and perseverance, they will learn to read and write the way they want to. They will learn their verb conjugations. More importantly, they will empower themselves to gain new skills and experience the world in new ways – that their effort will be worth it.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


SWAG for language and literacy programs

March 9, 2010

Swag is an important part of your promotional strategy. Otherwise known as “freebies”, “goodies” or “loot”, these are the items you give away to people in the hopes that they remember your program in a positive way.

The Concise Oxford Dictionary defines swag as:

  1. (slang) ( a) The booty carried off by burglars, etc. (b) illicit gains
  2. (a) an ornamental festoon of flowers, etc. (b) a carved etc. representation of this
  3. (Australia & NZ) a traveller’s or miner’s bundle of personal belongings.

Marketing swag has elements of all these definitions. We hope that people will carry their swag with them in their briefcase or backpack (i.e. their “bundle of belongings”). Swag is now considered de rigueur as part of “table decor” at trade shows. It is a necessary accessory to the adornment of any promotional booth. People love it because it is free, so they make off with it like hot cakes, often sheepishly tucking it into their bags with a slight feeling of either guilt or glee, possibly both.

Recently though, I came across a definition of swag that I like even better. In a 2007 blog post, Suzette Bergeron, a marketing expert in Maine defines swag as “Stuff We All Get”. She goes on to explain different types of swag such as promotional giveaways, prizes and business gifts. For those of you who work in with international clients, you know how important those business gifts can be when working with certain countries.

So rather than the traditional definition, I’m going to go with Bergeron’s. It’s easy to remember and it conveys the idea of marketing swag perfectly.

Swag for language and literacy programs should relate to your program somehow. Remember to include your logo and program name, and if there’s space your website.  The items need to reflect your purpose, your image and hopefully be useful to the recipients. Pens, pads of paper, book bags and even portfolios are all excellent swag ideas for language and literacy programs. Baseball caps, not so much. That is, unless you are offering an ESL program for baseball players. I’d also hesitate to go with items such as breath mints, eye glasses cleaning cloths and toys, all of which I have seen at educational trade fairs. When I see items like this, I scratch my head. I understand that they are novelty marketing items, but I question their longevity in the hands of the recipient once the novelty has worn off. Before you spend your money on swag ask yourself what is going to be most useful to those on the receiving end. You want them to hold on to it, make it part of the bundle of things they carry with them for a long time and most importantly, remember you by it.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.


CCL’s Interactive Prose Literacy Map for Canada

March 8, 2010

The Canadian Council on Learning (CCL) hosts this Interactive Prose Literacy Map

CCL’s Prose Literacy Map

that shows levels of prose literacy in communities across the country.

Using data from the 2006 Census and the 2003 International Adult Literacy and Life Skills Survey (IALLSS), this map shows which areas of the country have higher and lower prose literacy rates. According to IALLSS, literacy is may be ranked on a scale of 1 to 5. Level 1 literacy indicates very poor skills, while 5 indicates very high skills.

CCL states that the map is “is an innovative look at the prose literacy landscape across Canada’s cities, towns, communities and neighbourhoods. In the map prose literacy is represented in two ways; 1) by average adult prose literacy scores (on a scale of 0 – 500), or 2) by regions of lower literacy. The latter depicts the proportion of the population that scored at the OECD’s prose-literacy Level 2 or below.”

This is my pick for the “cool tool” of the week for literacy in Canada. Go check it out.

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Update – January 2018 – This blog has had over 1.8 million views thanks to readers like you. If you enjoyed this post, please “like” it or share it on social media. Thanks!

Sarah Elaine Eaton is a faculty member in the Werklund School of Education, University of Calgary, Canada.