Diocese of Lansing Catholic Schools Marketing Training Day November 11, 2015

DIOCESE OF LANSING CATHOLIC SCHOOLS MARKETING TRAINING DAY NOVEMBER 11, 2015

8:30 Opening reception and continental breakfast

9:00 Opening prayer and comments – Sean Costello, Superintendent of Schools

9:15 Session 1: What’s the plan? Overview of DOL’s marketing initiative and goal setting exercise Patrick O’Brien, President and CEO, FAITH Catholic

10:00 Break

10:15 Session 2: Keynote address Jim Friend, Chief Development Officer, Faith in the Future Foundation, formerly Secretary, Secretariat for Stewardship and Development, Diocese of Allentown

12:00 Mass at St. Mary Cathedral with Bishop Earl Boyea

12:40 Lunch at Cathedral Hall

1:30 Session 3: 5 Keys to Marketing Success Implementing the marketing plan at your school Marybeth Hicks, Director of Marketing, FAITH Catholic

2:35 Break

2:45 Session 4: Using social media to recruit and retain students Marybeth Hicks

3:45 Closing comments and prayer Sean Costello

1 SESSION 1 What is the Plan?

2 SESSION 2 Keynote Speaker

3 SESSION 3 5 Keys to Success

4 SESSION 4 Marketing with Social Media

5 DIGITAL RESOURCE GUIDE

6 CAMPAIGN MARKETING MATERIALS

7 RESOURCES FROM FAITH CATHOLIC

8 NOTES

YOUR TO-DO LIST

Watch for WTD Initiative Marketing Updates via email

Meet with Dawn Doerr for brochure and web site copy

Find stories to help convey marketing messages — provide to Dawn at least monthly

Set monthly open house/tour dates and relay to Dawn

Photos — Gretchen Mathos

Other photos needed: High school sports, drama, graduation, mission trips, retreats

Other photos needed: Elementary and middle grade sports, sacraments, drama, retreats, camps, service

Hi-res school logo in 4-color and black and white

Specific school colors — PMS colors if you have them, if not CMYK or RGB

WHAT’S THE PLAN? OVERVIEW OF DOL’S MARKETING INITIATIVE AND GOAL SETTING EXERCISE

Patrick O’Brien President and CEO FAITH Catholic @PObrienM

Patrick M. O’Brien is president and CEO of FAITH Catholic, a non-profit publishing and communications company of the Diocese of Lansing. FAITH Catholic serves 27 dioceses and numerous Catholic organizations across six time zones with magazine publishing, web solutions, parish liturgy resources and marketing services. In 2000, Patrick was part of the team that created FAITH Magazine for the Diocese of Lansing. In 2005, he was named FAITH Publishing Service’s first president and CEO, and two years later, was also named president and CEO of Liturgical Commission Publishing. In 2009, Patrick led the merger of FAITH Publishing and LCP to form FAITH Catholic. In 2012, MassTimes.org became part became part of FAITH Catholic and is the flagship of FAITH Catholic’s array of online solutions. Patrick hails from Swartz Creek, Michigan and graduated in 1993 from the College for Creative Studies in Detroit with a BFA. He completed two years of graduate work at the University of St. Mary of the Lake, Mundelein Seminary. Prior to forming FAITH Magazine, Patrick worked in a Chicago advertising agency serving clients such as Case, Caterpillar, Pfizer, Rhone Poulenc and Lincoln Mercury.

7 Session 1

Goal Setting Patrick M. O’Brien President/CEO FAITH Catholic

Here’s what we’re going to do:

1. Review the goals of the overall plan 2. How do your goals for your school line up with the overall plan? 3. Identify goals speciﬁc to your school

8 Goals of the Witness the Diﬀerence Initiative 1. Increase enrollment 2. Improve retention 3. Enhance positive perception among parents 4. Generate awareness and support from the larger faith community 5. Increase awareness/build audience beyond the Catholic community

Goals for Your School

• Speciﬁc goals for new enrollment by grade • Speciﬁc goals for retention by grade • Attendees at tours/open houses • Visits to web site (analytics) • Requests for information • Social media engagement

Discussion: What are the overall goals for your school?

9 Important Facts About Your School • What is your enrollment? • Example: are you the only school within xx miles? • What is your tuition per month? (Sounds better than annually) • Awards, merits, special programs, new facilities or events that make your school unique?

Discussion: identify the important facts about your school

Your School’s Strategic Assumptions • Enrollment changes and trends • Retention rate changes and trends by grade • Traﬃc to your school web site? Do you use Google analytics? • Do you track inquiries, visits, have a follow-up strategy? • Do you track attendance at visits/open houses or other events?

Discussion: How will you measure your progress/success?

10 Content messaging and delivery

• Understand perceptions about your school before you create your messages or decide how to deliver them • Your school has a brand • What is it?

List Current Negative Perceptions

• Weak in arts and sciences? • Weak in facilities? • Compete with public schools • Too far to drive • Too expensive

11 List Current Positive Perceptions • Faith-ﬁlled environment • Good pastoral leadership • Christian service projects • Retreats that can be life- changing • Academic excellence • Competitive • College prep

Congratulations!

• Review your current positive perceptions and give yourselves a pat on the back! • Share the word! • Now set those aside…

12 Your Most Important Goal

1. Change current negative perceptions to positive perceptions

Discussion: what are the top three nega,ve percep,ons that if changed would help our school the most?

Summary: Now You Have Identiﬁed 1. Overall goals of the ini2a2ve 2. Facts about your school that are unique or important 3. Strategic assump2ons about your school 4. Current posi2ve and nega2ve percep2ons 5. Your goals: The top percep2ons you must focus on changing

13 By the Numbers…

If the ini2a2ve works to drive new traﬃc to your school, and you focus on your school's speciﬁc goals:

What is your best guess for enrollment and reten2on in 2016-2017?

FAITH is Here to Help

• Ongoing evaluation of the plan • Consulting to help your school achieve its unique goals • We are here to tell YOUR stories • We are one diocesan school system – raising the water lifts all boats • Bishop Boyea is passionately committed to Catholic education

14 KEYNOTE ADDRESS

James S. Friend, Jr., M.A. Chief Development Officer Faith in the Future Foundation @JimFriend

As the first Chief Development Officer for the Faith in the Future Foundation, Jim is responsible for all fundraising for the Foundation and provides oversight and direction for the development departments in the 17 high schools and four special education schools in the Archdiocese of Philadelphia. Jim comes to Faith in the Future from the Diocese of Allentown, where he served as Secretary for Stewardship and Development. In 2010, Jim assisted the Bishop of Allentown to form the Bishop’s Commission on Catholic Schools (BCCS), a group of lay business leaders and entrepreneurs who were tasked with addressing more than a decade of declining enrollment, business and governance issues for the diocesan Catholic school system. As a result, the Diocese of Allentown grew Catholic school enrollment as a system for two consecutive years. Jim has presented on the topics of development, enrollment and social media at NCEA and for the International Catholic Stewardship Conference. Jim graduated with a B.A. from West Chester University and earned a master’s degree in English and publishing from Rosemont College. Jim and his wife Kristin have been married for 21 years and have three children.

15 ENROLLMENT STRATEGIES THAT WORK

James S. Friend, Jr., M.A.

TODAY’S AGENDA

§. Diocese of Allentown, PA experience §. Data informed decisions §. 10 retention strategies that yield results §. Enrollment Management tool §. Role of the Recruitment Team §. Creative use of tuition assistance §. Messaging §. Value Proposition

16 DIOCESE OF ALLENTOWN

§. 23 Years: Lost 30% of students (6,000) 25% of the schools and hundreds of teachers. §. The way that we were running our school system did not work. We were working our way out of business. §. This is a business problem: §. Management §. Finance §. Governance §. Marketing

WAKE UP CALL

§. Engagement of the laity §. We forced ourselves to look at the numbers. Enrollment Graphs were created for the entire school system §. Graphs were compiled into Enrollment Booklet and shared with all constituencies §. Painful reality §. Diocese §. Principals §. Pastors §. Donors

17 TOTAL ENROLLMENT ELEMENTARY 90 13371 16000 91 13407 92 13566

14000 93 13811 94 14047 95 14252 12000 96 14288 97 14410 98 14281 10000 99 14122 8812 8779 9339 00 13749 8770 01 13430 8000 '09/'10: Lost 538 students/-5%/ -$1,237,000 tuition 8676 '10/'11: Lost -527 students/-6%/-$1,212,000 tuition 02 12900 '11/'12: Lost -136 students/-2%/ -$313,000 tuition 03 12251 '12/'13: Gained 103 students/1%/ +$237,000 tuition 6000 '13/'14: Lost -9 students/0%/ -$21,000 tuition 04 11640 Closed McAdoo and Seton Academy in 2013 (183 05 11021 students) 06 10646 4000 07 10262 08 9877

2000 09 9339 10 8812 11 8676 0 12 8779 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13 13 8770 Average tuition net of financial aid is estimated at $2,300 per student.

90 3515 TOTAL ENROLLMENT HIGH SCHOOL 91 3531 4500 92 3615 93 3711 94 3820 4000 3650 95 3854 3528 3453 96 3930 3500 97 3945 3531 3513 '10/'11: Lost -122 students/-3%/-$610,000 98 3930 3000 '11/'12: Lost -15 students/0%/ -$75,000 99 3929 '12/'13: Lost -60 students/-2%/ -$300,000 '13/'14: Gained 78 students/2%/ +$390,000 00 3981 First enrollment increase in 7 years 01 3962 2500 Biggest enrollment increase in 19 years Total Freshman class increase +7% 02 3888 03 3811 2000 04 3795 05 3735 1500 06 3711 07 3780 08 3683 1000 09 3650 10 3528 500 11 3513 *Average tuition net of financial aid is estimated at $5,000 per student. 12 3453 0 13 3531 90 91 92 93 94 95 96 97 98 99 00 01 02 03 04 05 06 07 08 09 10 11 12 13

18 DATA INFORMED DECISIONS

§. Enrollment Goals §. How are they set? §. What do they accomplish?

§. How big is your market? Ø How many children in public school? Ø How many children in charter schools? Ø How many children in other Private schools? Ø How many children are home schooled? Ø ?

10 RETENTION TACTICS THAT YIELD RESULTS

1. Use a Letter of Intent. 2. Introduce tiered fees to incent early re-registration. 3. Tie re-registration to parent-teacher conferences. 4. Recognize the families that re-register on time. 5. Implement Continuation Grants for challenging transitional years. 6. Engage students during step-up time.

19 10 RETENTION TACTICS THAT YIELD RESULTS

7. Host Breakfast with the Principal. 8. Conduct a parent survey to give parents a voice and acknowledge their opinions. 9. Reward word-of-mouth promotion. 10. Stay connected over the summer.

Other retention ideas….

ENROLLMENT MANAGEMENT TOOL

2015-2016 REGISTRATION SUMMARY BY GRADE

2014-2015 2015-2016 GRADE Current YTD Reg. Re- New Pending Re- Pending New Not 2015-2016 2015-2016 Enrollment LEVEL Enrollment Total Registrations Registrations Registrations Registrations Returning Inquiries Projections Budget Goals Open

Pre K - 3 0 0 0 Pre K - 4 0 0 0 0 0 0 0 0 0 Total 0 0 0 0 0 0 0 0 0 0 0 0

Kinder. 0 0 0 1st Grade 0 0 0 2nd Grade 0 0 0 3rd Grade 0 0 0 4th Grade 0 0 0 5th Grade 0 0 0 6th Grade 0 0 0 7th Grade 0 0 0 8th Grade 0 0 0 TOTAL 0 0 0 0 0 0 0 0 0 0 0 0

PK - 8 TOTAL 0 0 0 0 0 0 0 0 0 0 0 0

20 ROLE OF THE RECRUITMENT TEAM

1. Update/create prospect databases-siblings, baptismal, religious education, inquiries 2. Call prospects to personally invite Open Houses 3. Maintain school material/bulletin board in church lobbies 4. Identify all preschools/daycares in surrounding towns- broaden marketing area 5. Distribute marketing material to key places (libraries, child-friendly businesses, mom’s groups) 6. Place lawn signs in targeted areas 7. Tour families at Open House or greet at check-in table

ROLE OF THE RECRUITMENT TEAM

8. Call prospective families following each tour, Open House, or shadow day 9. Communicate key messages with parents and prospects 10. Be parent ambassadors –call new families, answer questions, invite to events 11. Identify upcoming town events to increase school exposure-festivals, parades, fairs 12. Volunteer at school table for town/parish events 13. Write and/or review copy for marketing pieces, newsletters and/or website

21 ROLE OF THE RECRUITMENT TEAM

14. Manage direct mail piece for next open house/ recruitment events 15. Assist with promoting story hour events in school 16. Call prospective families and invite to holiday events 17. Assist at preschool registration information nights 18. Assist with targeted recruitment events during the year 19. Create electronic Christmas card for prospective families with invite to visit school 20. Speak at masses during CSW and other strategic times 21. Utilize real expertise

STRATEGIC USE OF TUITION ASSISTANCE

1. What is your cost to educate? 2. How do you allocate tuition assistance? 3. Do you allocate unfunded tuition assistance? 4. Do you use a third party vendor to evaluate applicants for financial aid (SMART Tuition, FACTS). a. Is it a user-friendly program? 5. Do you have a tuition collection policy?

22 Airplane Model §. What is the value of an empty seat? §. Tuition Transfer Grant Program

TUITION TRANSFER GRANTS

Average Tuition Rates §. Elementary School: $2,800 §. High School: $7,500

Program Sample §. Elementary School Grant: $1,500 ($1,000 in year 1 and $500 in Year 2) §. High School Grant: $3,000 ($2,000 in year 1 and $1,000 in year 2)

23 MESSAGING Academic Success! Catholic Values! Target Audiences §. Elementary Schools: Pre-k’s, current students, transfer students and grandparents. §. High Schools: Feeder/Partner Schools, current students and transfer students.

POSTCARD CAMPAIGN

24 POSTCARD CAMPAIGN

BILLBOARDS & LAWN SIGNS

25 COLLEGE MATRICULATION GRAPH

Percentage of *Area High School Students Attending 2 & 4 Year Colleges or Universities 99% 100% 90% 87% 90% 86% 85% 80% 80% 80% 78% 77% 80% 73% 68% 70% 60% 49% 50% 40% 30% 20% 10% 0% Emmaus HS Whitehall HS Parkland SHS Salisbury SHS William Allen HS Catasauqua SHS Louis E Dieruff HS Louis E Dieruff Saucon Valley SHS Saucon Valley Northern Lehigh SHS Southern Lehigh SHS Northampton Area HS Northwestern Lehigh HS Allentown Central Catholic HS

PARISH BULLETIN INSERTS

Data Source, Public: http://www.education.state.pa.us/portal/server.pt/community/graduates/7426

26 WHAT IS A VALUE PROPOSITION?

Value isn’t just a slogan or a mission statement – value has to be real to the potential customer. §. Catholic and safe” are core, but not enough by themselves any more ... we all have the enrollment stats to prove it. §. Consumers demand proof, especially if they have choices. §. Schools are a VERY individual value decision; we benefit by §. making our value address objective and subjective needs. §. The real competition isn’t St. Cecilia down the street; we need Catholic parents considering non-Catholic schools. §. Parents demand value, and they deserve real value. §. It would be illuminating to listen to our target market’s real value assessment for each school. Do we? Why can’t we?

WHAT MAKES AN EXEMPLARY VALUE PROPOSITION?

§. There is a clear and prioritized message to families who are not in Catholic school. §. There is a compelling statement that the school is better than free; the school clearly answers the question: “why should I send my child to your school?” §. There is at least some uniqueness and differentiation. §. Message evokes a positive reaction – on both emotional and objective levels. §. Use creativity, visual and eye-catching graphics. §. Schools need to talk to prospective families in multiple voices (parents, students, teachers, etc.). §. Clear call to action

27 VALUE PROPOSITION WORKSHEET

Key Value Statement Potential Proof Points – i.e., Why Should They Potential Communication Believe Us? Methods / Tools Example: Example: Example: Our students excel • Graduates who have attended St. Francis of Assisi • Pictures of graduates – at academically and are have gone on to attend Harvard, Princeton and both elementary and high accepted to some of the Yale. school levels best colleges in the • Powers Catholic High School reports that our • Pictures of junior high country. graduates consistently place on their honor rolls for students taking exams, academic achievement, demonstrating the strong participating in service academic base they formed at our school. programs, etc. • Father Gabriel Richard High School graduates • Testimonials from parents, received $XX,000 in merit-based scholarships to high school these colleges…. • Video interviews with high • Testimonial – “We find the graduates of Most Holy school students who Trinity School to be very well prepared for our graduated from the demanding college prep program. We also find elementary school them to be very mature and service-oriented – Most Holy Trinity School should be as proud of their graduates as we are.” • Story Line(s) – “Jane Doe was a member of our Young Leaders Program at Holy Family School, where select 7th and 8th grade students are given additional learning and growth opportunities. Jane participated in ... Now that Jane is attending Lansing Central Catholic she has continued her success by...Jane received early acceptance to Harvard for fall 2016.”

VALUE PROPOSITION WORKSHEET

Key Value Statement Potential Proof Points – i.e., Why Should They Potential Communication Believe Us? Methods / Tools

28 ADDITIONAL ITEMS FOR DISCUSSION

§. Flat Tuition Ø One Price for all Students §. Tuition Pricing Increase Ø Consider 3%-5% per year §. Memo to DRE’s Ø Asking for lists of students enrolled in PREP §. Open Enrollment Ø Allowing children to enroll wherever they choose

An Advancement resource for Catholic schools

Jim Friend [email protected] 610-574-6406 Twitter: @CatholicSuccess

5 KEYS TO MARKETING SUCCESS IMPLEMENTING THE MARKETING PLAN AT YOUR SCHOOL

Marybeth Hicks Director of Marketing FAITH Catholic @MarybethHicks

Marybeth Hicks serves as Director of Marketing for FAITH Catholic, one of the nation’s leading Catholic publishers. Formerly a freelancer and columnist for FAITH Magazine, she also was a marketing consultant for the publisher until she joined the staff full-time in January 2015. Marybeth also is an author, columnist and speaker focusing on parenting, family life, culture and media. For nine years, she was a weekly culture columnist for The Washington Times. Currently, she writes a monthly column, “Teachable Moments,” in Catholic Digest magazine. A frequent on-air substitute for Ave Maria Radio’s Al Kresta, she appears regularly on EWTN Radio’s “Son Rise Morning Show with Matt Swaim” and Relevant Radio’s “Morning Air.” Her most recent book, Teachable Moments: Using Everyday Encounters With Media and Culture to Instill Conscience, Character, and Faith, was released in August, 2014 by Howard Books, a division of Simon & Schuster. She is the author of three previous books. Find Marybeth at www.marybethhicks.com.

31 Session 3

5 Keys to Marketing Success Marybeth Hicks Director of Marketing FAITH Catholic

Key 1: Protect Your Brand What is your brand? • The education you provide • You and your faculty, staﬀ • The actual value of education • The perceived value of education • Your school’s reputation

32 Risks to Your Brand

• Real issues/problems/concerns • Perceptions/feelings are fact • Word of mouth – The Rule of 10 • Negative social media • Inattention, inconsistency, apathy about your brand • Time constraints to maintaining brand identity

Key 2: Build Relationships • Know your families • Identify inﬂuencers • Enhance retention with ongoing communication • Promote enrollment by nurturing leads – Email/texts – Personal connections – Phone calls

33 Key 3: Eliminate Barriers

• Barriers to retention: – Financial setbacks – Diﬀerent needs for siblings – Lack of student success – Lack of inclusion/friendship problems – Resources for struggling students • Become a problem solver – the solution is your school!

Key 4: Market Consistently • “We tried that once.” • Reach and frequency • Use all available tools to communicate your message • Monthly tours (open houses) • Nurture leads • Close the sale

34 Key 5: Stay on Message

• Witness our… – Faith – Values – Culture • The diﬀerence is… – Our mission – Pursuit of excellence – Christian service

Address barriers in your marketing messages • Know your top 3 – 5 barriers and focus 80% of marketing on those • Content marketing – oﬀer content that addresses these concerns • Always include a call to action • Follow up with information, resources, solutions • Find narratives to move your audience

35 Witness the Diﬀerence Initiative • Will promote the quality of our Catholic school system • Will address the major barriers to Catholic education for all • Will use content marketing, direct mail and advertising to drive traﬃc to your school • Will help you build audience and close the sale

Campaign Elements Tailored for Your School • Custom school brochure • Web site page at dolcatholicschools.com • Content for e-news, FAITH, social media (Dawn Doerr) • Direct mail brochure (by market) • TV spots (by market) • Radio spots (by market) • Custom materials as requested

36 MARKETING WITH SOCIAL MEDIA

Marybeth Hicks Director of Marketing FAITH Catholic @MarybethHicks

37 Session 4

Marketing with Social Media Marybeth Hicks Director of Marketing FAITH Catholic

Take a Social Media Inventory • What platforms are you currently using? – Facebook – Instagram – Twitter – Pintrest – LinkedIn – SnapChat

38 What is your current audience engagement on all sites? • Number of followers/friends • Number of average posts per month • Use platform’s measuring tools to understand engagement • What are your most popular posts? • Are “likes” important? • Are “shares” and comments important?

Audience engagement produces results • “Likes” don’t mean anything! • Engagement means your audience has taken action – Shared with comments – Commented – Acted on a call to action – Served as a brand ambassador – Content evangelist for your school

39 Using Social Media Eﬀectively • Use the right platform to share your content (message)

– What is the best use for Facebook? – What is the best use for Instagram? – Should you use Twitter, Pintrest, SnapChat?

Post Strategically

• Posts should address the perceptions you are trying to change • Even when posting news, information, announcements, be strategic in your message • Build engagement by including a call to action in every post • Use video, photos, surveys

40 Build Audience Engagment • Always allow comments • Always respond to comments! Don’t ignore your audience’s participation • Turn negative comments into positive interactions • Interact with others ﬁrst – congratulate, applaud, encourage, pray, console • Be a social participant!

Use Content to Drive Traﬃc to Your Web Site • Content is value-added – How to choose a pre-school – Is my child ready for Kindergarten? – How to get ready for parent/ teacher conferences – 5 tips for parent coaches – 10 best school lunch ideas • Content leads to click-throughs to your site

41 Content Marketing on Your Web Site

• Drive traﬃc through social posts • Require an email to get access to value-added content • Follow up with new prospects on an email system such as Constant Contact or Mail Chimp • Ask current families to share content

Include Calls to Action

• Link to your web site in social posts • Ask questions at the end of a post to initiate engagement • Use surveys (Survey Monkey) • Encourage social shares • Consider using Facebook event invitations

42 Use Promoted Posts

• Facebook promotes posts for as little as $5 • Promoted posts work! • You can choose to promote for “likes” or “engagement” – choose engagement • Measure results and learn from them

Build Your Audience

• Advertise at school with posters • Class competitions for the number of parents who “like” your page • Facebook Follow Sunday – ask people to pull out smartphones and follow you! • Instagram competitions • Rewards for classes that share the most • Tag DOL’s Facebook for shares from the diocesan page

43 Nuts and Bolts: Who Posts? • Designate someone for social media • Establish a consistent voice • Post often! – Facebook at least every other day – Instagram at least twice per week • Consider a social policy (see tab 5) to help guide social volunteers

44 DIGITAL RESOURCE GUIDE

AN OVERVIEW OF POPULAR PLATFORMS

WHAT IS SOCIAL MEDIA?

According to Merriam-Webster’s Dictionary, “social media” refers to “forms of electronic communication (such as websites for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (such as videos)” – Merriam-Webster Dictionary

47 FACEBOOK is the most GOOGLE+ is the second TWITTER is an online social popular and widely used social largest social networking site. networking service and micro- networking website. It allows It has many similar features as blogging service that enables its registered users to create pro- Facebook including person- users to send and read text- files, pages and groups, upload al profiles for posting status based messages of up to 140 photos and video, send messages updates, photos and videos, characters, known as “tweets,” and keep in touch with friends, as well as “Circles” and “Com- to a list of followers. It has family, colleagues, supporters, munities” for sharing infor- become widely used for com- and customers. mation with different groups mercial and political purposes of people (like Facebook to keep customers, voters, Groups). It also has some supporters and fans up-to-date, unique features like “Hang- and to encourage feedback. outs” for video chatting with one person or several people.

BLOGS are websites that are simi- PINTEREST is a pin- lar to an online journal and include board-style photo-sharing chronological entries made by indi- website that allows users to viduals. The word blog was derived YOUTUBE is the largest video create and manage theme-based from the combination of the words sharing site, which lets anyone image collections such as events, web and log. Blogs typically focus upload short videos for private interests, and hobbies. Users on a specific subject (economy, en- or public viewing. Individuals can browse other pinboards for tertainment news, etc.) and provide and organizations can set up images, “re-pin” images to their users with forums (or a comment their own “channels” on You- own pinboards, or “like” photos. area) to talk about each posting. Tube to organize their videos. Blogs can be used to post articles YouTube videos can also be em- and links to useful resources for bedded in any website page, in- people interested in a specific top- cluding other social media sites, ic, publish news announcements such as blogs and Facebook. and press releases, document trips‚ conferences‚ holidays etc., or as a personal online e-journal. Some of the most popular blogging sites are INSTAGRAM is an online LiveJournal, WordPress, Tumblr, photo-sharing, video-sharing and Blogger. and social networking service that enables its users to take pictures and videos with their cell phone cameras, apply digital filters to them, and share them FLICKR is an image hosting on a variety of social networking and video hosting website. In services (e.g. Facebook, Twitter). addition to being a popular web-

site for users to share and embed LINKEDIN is a social net- personal photographs, and effec- working website for people in tively an online community, the professional occupations, and it service is widely used by photo Information courtesy of: is used mainly for professional researchers and by bloggers to http://www.fcfdu.org/Portals/0/ClubsA- networking. Network members host images that they embed in ndCouncils/Forms%20&%20Manuals/ Social%20Media%20Platforms%20-%20 are called “connections.” blogs and social media. Overview.pdf 48 SOCIAL MEDIA POLICIES AND GUIDELINES

Parishes and Catholic schools join social media platforms often without formal consideration as to how those channels will be used. We’re clear we need to “be out there” to reach God’s people, but we aren’t always intentional about the platforms we use or the way we use them.

In addition, because individual staff members also maintain personal social media profiles, the problem can arise of blurred lines between personal and professional interactions.

It’s a good idea to take stock of your school’s social media presence and develop a clear policy about it. At the very least, it’s crucial to publish some basic guidelines that give people the direction they need to represent your school.

HERE ARE SOME HELPFUL RESOURCES TO DEVELOP SOCIAL MEDIA GUIDELINES AND POLICIES:

National Catholic Education Association http://www.ncea.org/sites/default/files/documents/SEC_SHS_Employee_Social_Media_Policy.pdf

Archdiocese of Indianapolis Office of Catholic Education http://oce.archindy.org/library/documents/Faith-Formation/Social-Media-Guidelines.pdf

Diocese of Joliet Catholic Schools Office http://www.school.stjosephdg.org/wp-content/uploads/sites/2/2014/10/social-media-policy.pdf

Delone Catholic High School http://www.delonecatholic.org/www/delonecatholic/site/hosting/Publications/Technology%20Policy%20for%20So- cial%20Media.pdf

SOME RULES OF THE ROAD WHEN USING SOCIAL MEDIA

• Don’t post anything on any site that is at variance with the doctrinal and moral teaching of the Church. Not even if prefaced with “My personal opinion is …”

• Follow all civil laws, including copyright.

• Do not divulge anything confidential – there is no privacy on the Internet.

• Do not post text, photos or videos of another person without their permission.

• Use organizational sites, not personal sites, for school events/programs. For example, establish a group page for your clubs and activities.

• Establish a separate social media identity reserved for work. Use your work email for it.

• Keep your personal security settings private.

• All communication must adhere to the Charter for the Protection of Children and Young People (www.usccb.org), as well as the Children’s Online Privacy Act (www.coppa.org).

49 BEST PRACTICES

SCHOOL WEBSITES • There are no specific rules for how often to post to Facebook, but remember that these posts don’t stay • Most people access the Internet through a mobile visible for very long. Many Facebook users follow many device. Make sure your school has a website with accounts, so your post can get pushed to the bottom very responsive design. A responsive design website is a quickly. single website that displays the content and navigation • Instagram - Post whenever something visual of the site one way for a phone and another way for a happens, but also be sure to like posts from tablet or computer. followers. • Use a headline and images with a short lead-in, and • Facebook- Post whenever something relevant then link to the rest of an article rather than placing in the school happens; pictures and videos the full article on the homepage. are also a must. • Treat all interior pages as if they were the homepage. • Write to incite conversation. Close posts with open- Many people may search a word on Google and then ended questions, and invite community members to click a link that brings them to an interior page of share their experiences and perspectives. your site. Make sure interior pages of your site have (http://moz.com/beginners-guide-to-social-media/best- a way to easily find the navigation, show alternate practices) content options, graphics or links of related interest to make it easy for people to explore your site. • Establish a schedule of posting content to your website. • Add links to your social media presence to the header VIDEOS or footer of your site. • Add links to dolcatholicschools.com, faithpub.com • YouTube is the easiest video site to use. and dioceseoflansing.org. • Use short videos to highlight school functions and • Consider using CatholicEventFinder (CEF) for your students. school website calendar. Rather than a static calendar • Post the campaign videos to your home page. on your site, your events will automatically be on CEF where the event can be searched, shared and found with a mobile phone’s map program. • Keep your site fresh with new content. EMAIL

• Personalize email whenever possible • Make sure the mobile version of your email is FACEBOOK POSTS AND TWEETS professional-looking • Track open rates and clicks to see if your emails are • Don’t just share content about your school; share reaching your audience enriched content relevant to education (for example, • Use enticing subject lines but don’t promote spam. how to choose a pre-school, how to prepare for teacher conferences, or how to take first day of school photos.) • Look for Twitter/Facebook posts that talk about your EMAIL MARKETING SYSTEMS school and respond to users – conversation on social media shows that you care about your followers and • You can use your web based student data program their opinions. to communicate with curent families. Consider an email management system to maintain email lists of prospects. • Good systems are Constant Contact and Mail Chimp.

50 +1 BUTTON ARCHIVING

Similar to Facebook’s “Like” button, the +1 button is The practice of retaining an organization’s social media proprietary to Google and is the Internet equivalent of messages and associated metadata, often for the purpose the thumbs-up. “+1” may also show up in emails or com- of regulatory compliance. Archiving has become in- ment threads, as in the following: “+1 for that idea” with creasingly important as more and more business com- the meaning of “I really like this idea and I’m showing munications occur on social media. Organizations can my support for it.” save records of social conversations in their own secure databases, much like they already store email and other # documents. This data can later be retrieved and analyzed to track the effectiveness of social media activities. It can This thing is called an octothorpe. also be gathered as part of a legal e-discovery process.

See: hashtag AUDIENCE SELECTOR

/R/ A tool that allows you to choose which audience you want to share something with on Facebook. To learn See: subreddit more about Facebook’s privacy settings for sharing content, see this Facebook Help article.

AUTHENTICITY ABANDONMENT RATE Some people cover up their identity and don’t really The percentage of social customer service issues that are express themselves on social media. Being open and abandoned by customers without a resolution. authentic on social media means a great deal to your audience who wants to genuinely engage with you or your ALGORITHM business. It’s important to find your own voice and be personal on social media. We wouldn’t be following you A rules-based procedure for making calculations or if we didn’t think you were awesome, so just be yourself! solving problems. Algorithms are everywhere in computer science and are crucial to the software that runs AVATAR the world. In social media, the most important algorithms are those that determine which content we see. A visual representation of a user online, though not nec- For example, your Facebook News Feed doesn’t show essarily an actual photo of the user. Social media profile every status update and every photo from every one of pics are an example of an avatar. Fun trivia fact: “avatar” your friends. Instead, it displays an algorithmically cu- is Sanskrit for “incarnation”. Makes sense, right? rated set of content that Facebook thinks is most worth seeing. Similarly, Twitter, Facebook, and Google Plus AVERAGE HANDLING TIME use algorithms to define which topics and hashtags are currently trending. The average time required for a company, team, or individual to resolve customer issues on social media, from beginning Like the algorithms that power search engines, social to end. media algorithms have a massive effect on your brand’s online visibility. One sure-fire way to increase your AVERAGE RESPONSE TIME ranking in an algorithm is to pay for it with paid social media. How long it takes on average for a company, team, or individual to reply to a customer’s messages while resolving ANALYTICS an issue.

Analytics tells you what happened. In general, it involves using technology to gather data which analysts can study. The goal of analysts is to examine this data, BIG DATA looking for patterns in behavior. The most common way of gathering data is using a tracking tag on a web- In short, big data is large sets of unstructured data. site or software application. The tag registers a “session” Traditionally, the data that we analyze has already when a user visits and then stores data about what pag- been formatted into nice rows and columns. Think of es they visited, what actions they completed, and how a spreadsheet with a list of customer names and email they interacted with different elements such as clicking addresses. The reason why big data is hard to analyze is on buttons or performing a search. that the data sets are massive and complex. They might contain the messy natural language we find in Tweets

51 and Facebook updates, so the challenge involves sorting, analyzing, and processing. But as the data sets are so large and layered with information, good analysis can CANOE TWEET reveal surprising insights. See: Twitter canoe BIO CENTER OF EXCELLENCE A ‘Bio’, short for biography, is the small portion of your online profile that explains to new or potential followers who A steering committee or dedicated team of social media you are. All social platforms have some version of a Bio as leaders that establishes policies and processes and supports they are valuable in attracting new followers with similar an organization with best practices, education, and training. interests. When it comes to your Twitter strategy, your Bio A Center of Excellence may also serve as an operational hub is the first thing users see when they discover your profile for the organization’s day-to-day social media activities. and a good Bio can greatly improve how often you show up in keyword searches. CIRCLES BLOCK Google+ Circles are a method for sorting your Google+ contacts by social context, location, shared interest, or A Twitter feature that enables you to prevent another user any other criteria. They allow you to organize people on from: Google+ to match the way you actually know them in real life. With Circles, you can easily share different con- • following you tent with different categories of people. You can also filter • adding you to their Twitter lists what other people are sharing that you never miss an • having their mentions and replies appear in your important update from your closest friends and family. notifications or mentions tab • tagging you in a photo CLICKBAIT • Blocking is a useful way to keep a troublesome user out of your mentions and sends them an explicit Web content with a misleading or sensationalist headline signal that you want nothing to do with them. How- that entices readers to click through to the full story, usu- ever, Twitter cannot prevent anybody from seeing ally with the goal of generating page views and advertis- your public Tweets. If you want to keep your Tweets ing revenue. This One Weird Trick works by piquing your private, then use a protected account. curiosity. You click the link, but You Won’t Believe What Happens Next: the article stinks. Clickbait has infested BOARD social media so thoroughly that Facebook has actually taken steps to exterminate it. See: Pinboard Clickbait headlines are also a prime target for parody and BRAND ADVOCATE satire. We recommend Clickhole, an entire site dedicated to satirizing clickbait. And our own team had to ask, In the marketing world, a brand advocate is a customer What if Classic Books Were Given Click-Baity Titles? that is so satisfied with your product that they go out of their way to help you market it. Travel back in time a CLICKTHROUGH RATE (CTR) bit to the 90s and remember Jared of Subway fame. He was more than just a catchy theme song, but a brand This is a common metric for reporting on the number advocate who ate at Subway every day as a diet regimen of people who viewed a message or piece of content and told the story of his diet and subsequent weight loss and then actually performed the action required such as to journalists. He was soon picked up by Subway as an clicking on the ad or link in an email marketing cam- official spokesperson. Social media is filled with brand paign. The actual metric is calculated by comparing the advocates who share good news about their favourite number of clicks to impressions. For example, if 100 products—with over a billion people on Facebook, that’s people saw your ad in Google and one person clicked a lot of potential Jareds. on the ad, you would have a click-through-rate of 1.0%. Clickthrough rate (CTR) is most commonly used for BRANDJACKING search engine marketing and other performance-driven channels as the general philosophy is that the higher The hijacking of a brand to promote an agenda or damage your CTR, the more effective your marketing is. a reputation. Brandjackers don’t hack the social media accounts of target individuals and organizations. Instead, COMMUNITY MANAGEMENT they assume a target’s online identity through indirect means such as fake accounts, promoted hashtags, and The practice of developing relationships around a com- satirical marketing campaigns. mon interest. This is done by monitoring and engaging 52 with those who engage with the common interest. The CONTENT MANAGEMENT SYSTEM (CMS) goal is to nurture relationships so that the community acts as advocates on behalf of the common interest. Whether you’re running a blog, marketing website, or a social media presence, a content management system COMPETITOR SENTIMENT (CMS) is the backbone of your content marketing strategy. A web CMS is an online application that allows you to To provide context, it can be useful to measure your sen- draft, share, edit, schedule, and index your content. Popu- timent alongside that of your competitors through social lar web content management systems make use of simple media monitoring. This kind of intel—whether positive editors that allow you to create publish content without or negative—will allow you to make strategic business demanding a knowledge of code. decisions to stay ahead of your competition. CONTENT MARKETING Related: Sentiment analysis A marketing strategy based on attracting and retaining COMPLIANCE customers through the creation and distribution of valuable content, such as videos, white papers, guides, and info- Conformance with rules, regulations, or laws. Social graphics. Content marketers look to earn customer loyalty media compliance is particularly relevant to organizations and influence decisions by providing useful, entertaining, or in regulated industries, such as healthcare, banking, and educational media. A famous example of content marketing insurance. These businesses face strict rules governing is the Michelin Guide, first published by the tire company what they can communicate to the public, and numerous Michelin in 1900. Rather than telling people to buy their regulatory agencies have confirmed that these rules extend tires, Michelin provided maps, advice on car repairs, lists of to social media. Among other requirements, regulated hotels, and other valuable information that would encour- organizations must be able to demonstrate that they are age car ownership. Over time the Michelin Guide evolved archiving social communications and supervising the use into the world’s most influential guide to restaurants—driv- of social media by their employees. ing massive brand awareness and loyalty for Michelin. With the rise of social media and search engines, content market- CONNECTION ing is now a vital technique for businesses of all sizes.

On LinkedIn, there are several types of connections you Related: Social media marketing can make. The basic type of connection is a 1st degree connection—a contact that you know personally or CONVERSIONS professionally and that has accepted your invitation to connect. Other degrees of connections are dependant on In social media marketing, a conversion is a positive action your extended network and how closely they are connected that is taken on a website by a visitor from social media. to other individuals you know. The action demonstrates that the visitor is “converting” into a customer. Sales aren’t the only type of conversion; CONTENT CURATION many websites measure webinar registrations, newsletter signups, content downloads, and other important out- Content curation is the process of sifting through the comes that ultimately lead to a sale. Tracking conversions web to find the best and most relevant content for an is crucial to properly attributing revenue to social media. audience and then presenting it to them in a meaningful way. Unlike content marketing, content curation doesn’t Related: Social media ROI, attribution involve publishing new content. Instead, it’s about creating value for your audience by saving them time and CONVERSATION MAP effort. There’s no shortage of content out there, but not all of it is worth reading. Plus, there’s no guarantee that A visualization of the terms that are most commonly as- the best articles, videos, and infographics will show up sociated with a chosen keyword on social media. Usually on the first page of a Google search. Organizing related delivered as a percentage of total mentions, a Conversa- content into pinboards, newsletters, or weekly blog posts tion Map is a feature in Hootsuite Analytics that collects can help you build a regular audience and also demon- data from over 25 sources across the web. strate your subject expertise. COVER PHOTO CONTENT DISCOVERY The large, horizontal image at the top of your Facebook A process used by marketers to uncover valuable content profile or page. Similar to a profile photo, a cover photo and trends relevant to their audience. Content discovery is public and can be seen by anyone. This is a great helps shape a successful content marketing strategy and place for individuals, brands and organizations to use can be executed in numerous ways. an unique image to represent who they are, what their business is or what they care about.

53 CREATIVE COMMONS DISCOVER

Creative Commons is a public copyright license that gives A feature on the Twitter platform that has 5 functions: you the ability to use and share otherwise copyrighted Tweets, Activity, Who to Follow, Find Friends and Popu- material. For social media users, Creative Commons often lar accounts. comes into play when we are looking for images and photos to accompany a social media message or blog post. In • The Tweets option shows the most popular Tweets both of these cases, unless you are using your own images across Twitter; some are tailored to you individually or have express permission, you can only share Creative and some are globally trending. Commons images. Sites like Google Image Search and • The Activity tab shows notable engagements of the Flickr have filters so you can easily search for Creative people you follow, including the latest Retweets, Commons photos. Just be careful, as there are different replies and favorites of your friends. level of Creative Commons which could restrict whether • Who to Follow helps you find new and interesting an image could be used commercially, whether it can be accounts. modified, and what kind of attribution is required. • Find Friends allows you to import contacts from your contact book and find them on Twitter. CREEP • Popular Accounts provides a list of some engaging and well-liked accounts on Twitter and is delivered To creep is to spend an extended period of time looking to you based on your interests. through someone’s profiles, photos, and videos on social media. The term is generally used in the context of dating, DISPLAY AD where social networks such as Facebook give users the ability to check out potential dates or ex-partners. At least, Display ads are typically small visual banners that are that’s what people tell us. We’ve never, ever done it. Ever. shown on websites. Common formats include images, flash, video, and audio. They can also be text-based (for CRISIS MANAGEMENT example, Google AdWords lets you build text-based display ads). In general, display ads are used for large The social media governance measures a company has audience-based media buys or retargeting. in place to manage social media risk and react in the event of a crisis. A crisis can include a wide range of possibilities, from security hacks to mis-Tweets and even external events that result in an influx in social mentions ELECTRONIC DISCOVERY (E-DISCOVERY) (ex. a natural disaster’s impact on the Red Cross). Crisis management is vital to large organizations that seek to The gathering and exchange of relevant electronic manage social media risk and respond effectively. records (such as social media communications) during a legal case or government investigation. Many organiza- CROWDSOURCING tions are required to securely and consistently archive all digital communications so that they can be produced in Crowdsourcing refers to the process of leveraging your e-discovery. online community to assist in services, content and ideas for your business. Business examples include getting Related: Compliance your audience to volunteer in helping translate your product or by asking your community to contribute EMBEDDED MEDIA content for your blog. Digital media that is displayed within another piece of content, outside of its native setting.

DEFLECTION RATE EMPLOYEE ADVOCATE

The percentage of social customer service issues which An employee that is willing to promote and defend a com- are transferred to another communications channel, such pany both online and off. Like other brand advocates, pas- as email, the phone, or live chat. sionate employees can influence the purchasing decisions of their friends, family, and other social contacts. DIRECT MESSAGE EMPLOYEE AMPLIFICATION A direct message (DM) is a private Twitter message sent to one of your followers. Direct messages can only be sent to The re-sharing of a company’s social content by its a Twitter user who is already following you, and you can employees. Organized and coordinated amplification only receive direct messages from users you follow. programs leverage employee advocates at scale to greatly increase the social reach of a brand.

54 EMPOWERMENT MODEL inherent sense of connectivity users experience on the Facebook platform, where a web of updates and informa- An organizational approach to social media which tion are delivered to you from all the people in your life. emphasizes participation and initiative from all departments, teams, and employees. FACEBOOK REACH

ENGAGEMENT The number of unique people who have seen content from your Facebook Page. Reach is not the same as Social media engagement refers to the acts of talking to, impressions, which is the total number of times your con- messaging or otherwise interacting with other people on tent is viewed (including multiple views from the same social networks. This broad term encompasses several user). Facebook provides two different reach metrics: total different types of actions on social media, from com- reach and post reach. menting on Facebook posts to participating in Twitter chats. At its simplest, social media engagement is any • Total reach is the number of unique people who interaction you have with other users. For that reason, it’s have seen any content associated with your Page a core part of every social media strategy. Your followers during the last 7 days. This includes people who expect your to interact with them. Being social is core to view your Page posts, people who visit your Page social media, after all. after searching for it, and people who see ads that are associated with your Page. ENGAGEMENT RATE • Post reach is the number of unique people who have seen a particular Facebook Page post in their Engagement rate is the percentage of people who saw News Feed. your social media post and actively engaged with it • If you have ever added up the post reach from of all (clicked the link, expanded the image attached, replied, your posts and wondered why the sum didn’t match liked, favorited, shared, retweeted, etc). Engagement rate your total reach, you’re not alone. The main reason for is a valuable metric to help determine the quality and this apparent discrepancy is that total reach only counts success of your social media messaging, as it provides an people once, no matter how many posts they have indicator as to how interesting or useful the message was viewed in the past 7 days. Total reach also includes peo- to your audience. Twitter Analytics provides in-depth ple who have seen your ads and those who have visited engagement rate data for every Tweet you send. your Page directly from search or an external link.

EXTENDED CIRCLES The two primary categories of Facebook reach can be broken down further into organic and paid reach. On Google+, your extended circles include all the people in your circles, plus all the people in your circles’ circles. • Organic reach is free reach. It refers to the number In other words, everyone within two degrees of separation. of unique people who saw your content without your having to pay for it. The vast majority of organ- When you share something on Google+, you can choose to ic reach occurs when Facebook’s algorithm places share it with your extended circles. That post could then ap- your posts in the News Feeds of your fans. pear on the Home page of somebody in one of your circles, • Paid reach is not free reach. It refers to the number where it would be visible to people in their circles. of unique people who saw your content because you paid for promoted posts or display ads. Related: circles FACEBOOK FANS

The people who like your Facebook Page. FACEBOOK GROUP FAVORITE A space on Facebook where you can communicate and share content within a select group of people. There are An indication that someone likes your Tweet, given by three types of groups: public, closed, and secret. Make clicking the star icon. sure you understand the privacy settings of any group that you’re a member of (here’s a useful table for reference). You FIRST RESPONSE TIME can join a maximum of 6000 Facebook groups. If that ever becomes a problem for you, we’d love to hear your story. A measurement how long it takes a company to give its first response to a customer’s comment or inquiry on FACEBOOK NETWORK social media. This can be a key performance indicator for social customer service, because even if the issue is not Your Facebook Network is the web of people whom you resolved immediately, a quick first response demonstrates are friends with on Facebook. The term expresses the that the company is listening and willing to help.

55 FOLLOWER GEOTARGETTING

A Twitter user who has subscribed to your Twitter A feature on many social media platforms that allows account so they can receive your Tweets in their Home users to share their content with geographically defined feed. If you want to send them a direct message, you audiences. Instead of sending a generic message for the need to follow them back. whole world to see, you can refine the messaging and language of your content to better connect with people in FOLLOWING specific cities, countries, and regions. You can also filter your audience by language. The number of accounts that a Twitter handle is following. GIF FOLLOWS Gif (pronounced jif, apparently) is the acronym for The number of accounts that are following a Twitter handle. Graphics Interchange Format, which refers to a file format that supports both static and animated images. Gifs FORUM rose to popularity as they allow you to essentially present a short video clip in a far more condensed image format, An online site, also known as a message board, where leading to such joyous gifs as the following. people can hold discussions Only certain social networks support gifs, including Check out this resource: http://www.makeuseof.com/tag/ Google+ and Twitter. For all your gif needs, we suggest how-we-talk-online-a-history-of-online-forums-from- giphy.com. cavemen-days-to-the-present/

FOURSQUARE HANDLE A location-based discovery service that helps people find local places and experiences that are relevant to Handle is another way of saying your account name. their interests and tastes. Foursquare pioneered the Hootsuite’s Twitter handle is @Hootsuite, for example. It’s “check-in” back in 2009, putting the idea of real-time important that you try and maintain consistent handles location sharing on the map. The company has since on all of your social network profiles, since people who launched a separate app called Swarm that is exclusively follow you on Twitter might want to find you on Instagram dedicated to checking in and keeping up with your or Pinterest. A consistent handle helps with discoverability. friends’ locations. HASHTAG FRIEND The hashtag is a word or phrase preceded by the “#” A person that you connect with on Facebook or another sign. #Hashtags are a simple way to mark the topic (or social network. Unlike a fan or follower, a friend is a topics) of social media messages and make them discov- two-way connection; both you and your friend have to erable to people with shared interests. On most social endorse the relationship. networks, clicking a hashtag will reveal all the public and recently published messages that also contain that FRIENDSHIP PAGE hashtag. Hashtags first emerged on Twitter as a user-created phenomenon and are now used on almost every Facebook Friendship pages show the story of a other social media platform, including Facebook, Goo- friendship between two people connected on Face- gle+, Instagram, Vine and Pinterest. book. They display a variety of content, including photos that both people are tagged in, public messages HEADER IMAGE that they have exchanged, and their their mutual friends and interests. A header image, not to be confused with a profile photo, is the banner image at the top of a user’s Twitter profile.

HOME GEOLOCATION, GEOTAGGING Often the first page you see when you sign into your The practice of tagging a photo, video, or message social media account, it contains a constantly updating with a specific location. The ubiquity of GPS-enabled timeline or feed of the user activity and news stories in smartphones has made geotagging a core aspect of your network. social media.

56 LIKE-BAITING

The practice of explicitly requesting likes (or shares and IMPRESSIONS comments) to increase engagement on Facebook. Face- book has adjusted its algorithm to reduce the visibility of The number of times an ad, sponsored update, or pro- like-baiting posts in users’ news feeds. moted post is displayed.

Related: Reach, engagement LINKEDIN ENDORSEMENT A LinkedIn member’s recognition of another person’s INBOUND MARKETING skill, such as Content Marketing, Web Programming, or Rocket Science (we’re still waiting on Endorsements for Related: content marketing that last one). Endorsements boost your credibility on LinkedIn by indicating that you actually have the skills INBOUND VOLUME you say you have. You can only endorse the skills of your first-degree connections. The total number of incoming messages addressed to an organization or a specific social media account within a given time span. LINKEDIN INFLUENCER A top industry leader or other high profile professional INFLUENCER who has been invited to publish on LinkedIn. LinkedIn Influencers include Bill Gates, Richard Branson, and A social media user who can reach a significant audi- Hootsuite CEO Ryan Holmes. Although every LinkedIn ence and drive awareness about a trend, topic, company, user can use the social network as a publishing platform, or product. From a marketer’s perspective, the ideal the LinkedIn Influencer program is invitation-only. influencer is also a passionate brand advocate. However, influencers often try to remain impartial toward brands in order to maintain credibility with their hard-earned LINKEDIN RECOMMENDATION audiences. Successful influencer strategies usually in- A written compliment from one of your connections that volve the coordination of Marketing, Customer Service, you can display on your LinkedIn profile to impress hiring and Public Relations teams. managers, potential customers, and that really interesting person you met at TEDxToledo. There’s no limit to how Related: Klout Score many recommendations you can give or request, but remember that the most authentic recommendations come from people that you’ve actually worked with. If you receive a lackluster recommendation that you would rather not KLOUT SCORE display, then you can easily hide it from your profile. You’re also able to edit, remove, or hide your recommendation from A numerical rating of online social influence, ranging another LinkedIn member’s profile at any time, like when a from 1 to 100. Klout rates a social media user based on co-worker steals your sandwich from the office fridge. the size of their social networks and how other users interact with their content. The company defines influence LIST as “the ability to drive action” and measures hundreds of signals from Twitter, Facebook, Google+, LinkedIn, Insta- A curated set of Twitter accounts that that you can group gram, Wikipedia, and its own network. You can increase together in their own timeline. Lists are a convenient way your Klout score by connecting multiple platforms to to organize other Twitter users, whether you follow them or your Klout profile. not. When you create a Twitter list, you can choose to make it public or private. Private lists are good for cataloguing sales prospects and sworn enemies, while public lists are available for anyone to subscribe to. They’re an effective LIKE method of content curation and a great way to show that you know who’s who in a particular field or cultural niche. Derived from the dictionary-approved meaning (children like ice cream, duh), to like something on social media is a Facebook invention that’s evolved into an understood expression of support for content. Along with shares, MARKETING AUTOMATION comments, and favorites, likes can be tracked as proof of engagement. Facebook’s algorithm adjusts individual A combination of tactics and technology platforms which content feeds based on like patterns, making for interest- enable businesses to automatically deliver personalized ing results when consciously meddled with. content to prospects and customers through a variety

57 of online channels, such as social media, email, and cation for that user and are a key part of what makes social websites. Basically, it’s giving people the information that media “social”. When properly formatted (for example, as an they need, when they need it, and doing it consistently at @mention on Twitter or +mention on Google+), a mention scale. That’s why the “automation” part is so important. also allows your audience to click through to the mentioned In an ideal system, marketers set up some clever logic for users’ bio or profile. categorizing and “scoring” potential customers, as well as the processes for nurturing them with timely content. MULTI-CHANNEL ATTRIBUTION Then they put their feet up and relax as the technology takes over, moving leads down the marketing funnel When people buy products, they rarely complete a pur- towards a purchase. chase in one step. For example, they might hear about a brand from a Tweet, later see a banner ad for the product, Of course, it’s much more complicated in practice, but and then perform a Google search, and then, many days let’s focus on how social media fits into the equation. A later, finally visit the website to purchase. Multi-chan- marketing automation system always needs new leads at nel attribution attempts to give relative value to each of the top of the funnel—otherwise there’s nobody to nurture. these channels, treating each channel as contributing and Social media marketing and content marketing strategies moving the customer towards purchase. This is practically can attract new inbound leads, providing essential fuel for done by using a web analytics program (such as Google the marketing automation engine. Marketers can also make Analytics). The goal is to better understand how your cus- that engine more efficient by using social media data to tomer discovers, evaluates, and purchases your products score their leads more accurately. or services and to develop a holistic understanding of the different influence of marketing channels such as social Related: content marketing, marketing funnel media, organic search, paid media, and email marketing.

MEME MUTE

An idea, fashion, or behavior that is transmitted from There are always a handful of people on Twitter that you person to person through media, speech, gestures, and feel obligated to follow because you know that if you other forms of communication. The term was conceived unfollowed them, they’d take it completely the wrong way. by evolutionary biologist Richard Dawkins in the 1970s, Perhaps it’s your boss, your overly-dramatic friend, or your but it has exploded into greater relevance in the past #mom who #loves #talking (it’s not you mom, it’s your 25 decade with the rise of online culture. If you’ve spent Tweets per day). Mute is a feature available on Twitter that more than five seconds on the internet, you’ve probably allows you to remove select people from your feed without encountered a meme; whether it was a classic like All them ever knowing. They still see that you follow them, Your Base or Dancing Baby, or a modern masterpiece like and they can still favorite, retweet, and reply to you—you Doge or Grumpy Cat, you likely felt compelled to share just don’t see any of their activity in your timeline. Muting it, upvote it, or remix it. a user is not the same as blocking them.

In Dawkins’ theory, memes are ideas (or fragments of ideas) that are copied and combined as they move from person to person, much like genes are passed down from generation NET PROMOTER SCORE to generation. Dawkins surmised that we could use the concept of evolution by natural selection to understand A customer loyalty metric that is based on the following how ideas spread and change over time. Some memes question: “On a scale of 0 to 10, how likely is it that you spread far and wide, some die out, and others mutate. would recommend our company, product, or service to a Social media has made it possible to visualize and mea- friend or colleague?” People who respond with a 9 or 10 sure this phenomenon like never before. For example, we are designated as “promoters”; a 7 or 8 as “passives”; and can see hashtags rise and fall in popularity and track how a 6 or lower as “detractors”. The percentage of customers quickly they spread throughout a network. that are detractors is then subtracted from the percentage that are promoters to arrive at the company’s NPS (pas- Ready to get meta? The word meme is itself a meme. The sives are ignored, because that’s their lot in life). Scores theory isn’t perfect, and it has its share of critics, but range from +100 to -100, but an actual NPS at either of it’s an alluringly simple way to think about the spread those extremes would cause heart attacks in the board of ideas. Therefore, people use the word and pass it on. room of a real-world business. Its meaning has also evolved over time as it has become increasingly used to describe viral social media content. NEWSJACKING

MENTION The act of referencing or involving yourself in a news story or event in order to connect with the audience fol- The act of tagging another user’s handle or account name in lowing or discussing that story. Injecting your own story a social media message. Mentions typically trigger a notifi- into a news story has become much easier with social

58 media, as users can simply use hashtags or search terms specific Tweet, update, or blog post instead of the feed or to attach their content to breaking news. That being said, timeline in which you found it. You can quickly find an newsjacking should only be done if there is a very close item’s permalink by clicking on its timestamp. tie between your product or idea and the story. Simply attaching a news hashtag to content that is completely PHISHING unrelated is not a best practice, and will likely draw the ire of your followers. An attempt to fraudulently acquire sensitive information such as usernames, passwords, and credit card information (and often, indirectly, money) by authentic-looking electronic communication, usually email. ORGANIC REACH Also a method of spreading electronic viruses by exploiting security weaknesses. To learn more, please Describes the number of unique people who view enter your Gmail password. your content without paid promotion. The distinction between organic and paid reach is, of course, that the PINNED TWEET former is free. People come across this content through the feeds, streams, posts, pages of their contacts—usually A Tweet that has been pinned to the top a Twitter profile friends, family, colleagues, trusted brands, and cats/dogs. page. Pinning a Tweet is a great way to feature an important announcement or one of your greatest hits. Everyone OW. LY who views your profile page will see the Tweet; however, pinning a Tweet will not have an effect on its visibility Ow.ly is a URL shortener that converts a regular URL into a in anyone else’s timeline. To increase your reach and more condensed format. More specifically ow.ly is Hoot- impressions, consider Promoted Tweets. suite’s built in URL shortener that you can access via your Hootsuite dashboard or on the ow.ly site. This link short- PINS ener allows you to upload images, track real-time clicks that don’t include clicks from bots, post links to various Favorite links stored on Pinterest are called Pins. Each Pin social networks such as Facebook, LinkedIn, Twitter, and is made up of a picture and a description given by the user; Google+. You can also use the shortened URL in emails or when clicked, Pins direct users to the image source page. on your website and use Hootsuite’s URL click stats to track Pins can be liked or repinned by other users. Users can how many clicks those links receive. also organize Pins by theme or event into visual collections called Pinboards.

PINTEREST PAID REACH Pinterest is a visual organizer for saving and sharing links to webpages and other media that you like—otherwise Similar to organic reach, this refers to the number of known as Pins. Pins are represented by a picture and a individuals viewing your published paid content—ads, description of your choosing. They can be organized into sponsored stories, promotional material. For example, paid collections called Pinboards. Pinterest users can share Facebook ads are labeled as Sponsored content, while Twit- their Pins with others, or Repin pictures they liked from ter’s are identified as Promoted Tweets. Paid reach generally other users. Think of Pinterest as a virtual scrapbook, or has a much larger network than organic reach so messages a bookmarks page with pictures. Common uses include are potentially read by people outside of a specific contact event planning, food blogging, and fashion blogging. list. You can also target specific messaging to groups based You can also use Pinterest for business. Learn from these on commonalities like location and shared interests. brands how to do it well. PAID SOCIAL MEDIA PINBOARD Paid social media refers to the use of social media for ad A collection of Pins on Pinterest. A Pinboard can be placement. The most common types of paid social media organized by any theme of your choosing, and it can are native advertisements such as Facebook Ads, Twitter either be private or public. Some examples of Pinboards: Promoted Tweets, LinkedIn Sponsored Updates, and 50 Alternative Uses for Mason Jars, Short Hairstyles, My YouTube sponsored videos. Other forms of paid social Dream Wedding, Easy Appetizers. As you can see, it’s media include traditional display ads on social networks easy to get creative with ways to use Pinterest. and Twitter Promoted Accounts. POST PERMALINK A Facebook status update, or an item on a blog or forum. The URL address of an individual piece of content. Per- malinks are useful because they allow you to reference a 59 PROMOTED ACCOUNTS REDDIT

Announced in 2010, Promoted Accounts are a Twitter Reddit is a popular website and social networking site on Ads feature that invites targeted users to follow a Twitter which content submitted or shared by users is then voted Handle. This function is used to quickly grow a Twitter on by other visitors. Each piece of content, from videos to handle’s following. Promoted accounts appear in the text posts, can be either upvoted (positive) or downvoted Home timeline, the Discover tab and profile pages. (negative) by users. The most upvoted and commented on posts appear higher up on the website’s main page, as well PROMOTED TRENDS as on its many topic-focused sections called subreddits.

Promoted Trends are a Twitter Ads feature that allows an See: subreddits advertiser to promote time-, context- and event-sensitive trends to the top of the Trends list on Twitter. They are RETARGETING clearly marked as “Promoted.” Retargeting is an online advertising technique that in- PROMOTED TWEETS volves targeting web visitors who expressed an interest in your products or services. This is accomplished by plac- Promoted Tweets are native advertisements targeted ing a small tracking tag on your website. Once visitors to a specific audience available through Twitter Ads. come to your website, you can then target them as they They look almost identical to organic Tweets in users’ visit other websites including Facebook, news sites, blogs, timelines but include a small “Promoted” marker. or other online media. The rationale is that these visitors Promoted Tweets are used by advertisers to reach an are your best chance to make a sale so instead of adver- expanded audience. tising to strangers, you spend your budget on prospects who have already visited your website. Other advanced PROTECTED ACCOUNT uses include targeting custom audience segments (using data you’ve collected from other sources such as a CRM A private Twitter account. Only approved followers can system or Facebook), offering shoppers who abandoned view Tweets and photos from a protected account or ac- your check-out a special deal to come back, and building cess its complete profile. Tweets from protected accounts lists of valuable prospects to target (such as visitors who cannot be retweeted, even by approved followers. viewed 25+ blog posts and visited specific product pages).

PUBLISHING APPROVAL PROCESS REPIN

A business procedure for ensuring that outbound On Pinterest, if you find a Pin on another user’s Pinboard social media messages are error-free, on-time, and that you like, you can save it to your board by Repinning on-brand. Many organizations now protect their it. To do that, hover your cursor over the image, and social media accounts by managing them through a select ‘Repin.’ Then, you can either add the pin to an social relationship platform (SRP), which provide a existing Pinboard collection, or start a new one. You have safe environment for teams to collaborate on content the option of using the existing description for the Pin, before publishing. Messages are typically drafted by or come up with your own. If you like the Pin, but don’t lower level employees, interns, or contractors before want it to appear on your Pinterest page, you can Like it receiving approvals from managers, supervisors, and/ instead of Repinning it. or compliance officers. REPLY

A response to someone’s Tweet that begins with their @user- REACH name. Unlike Direct Messages, replies are public. When you click the reply button next to a Tweet, your ensuing conver- Reach is a data metric that determines the potential sation will be viewable in the public area of your profile. size of audience any given message could reach. It does not mean that that entire audience will see your social Note: on Twitter, any Tweet that begins with a @user- media post, but rather tells you the maximum amount name will be treated as a reply, whether you’re respond- of people your post could potentially reach. Reach ing to a specific Tweet or not. Therefore, opening a is determined by a fairly complex calculation, that Tweet with someone’s username is a surefire way to limit includes # of followers, shares and impressions as well the visibility of the message. It will not appear in your as net follower increase over time. Reach should not be followers’ timelines unless they also follow the Twitter confused with Impressions or Engagement. handle that you’re addressing. If you want to start your Tweet with someone’s @username, add another character See: Impressions, Engagement before the @ symbol (like “.”) so that Twitter treats the message as a mention, not a reply.

60 RESPONSE RATE RT

A engagement metric to assess how much you are interact- See: retweet ing with your social audience. To calculate your response rate, take the number of mentions that you have replied to in a given time period and divide it by the total number of mentions you have received (excluding retweets). You can SCALE also try out our helpful tool, Grade Your Social, to find out what your response rate is on Twitter. The degree to which an organization can effectively use social media across multiple departments and geographies. RESPONSE VOLUME “Scaling up social media” is an effort to coordinate social listening, engagement, and analytics among multiple groups The total number of outbound messages that an organiza- while eliminating redundancy, confusion, and waste. tion, team, or specific social media account delivers in response to customer service issues within a given time period. Related: triage, Social Relationship Platform

RETURN ON INVESTMENT (ROI) SCHEDULING

See: Social media ROI Planning social media updates and content ahead of time, using a social relationship platform (SRP) or another RETURN ON RELATIONSHIP (ROR) publishing tool. Scheduling allows social media practi- tioners to save time in their daily workflow by drafting A measurement of the value gained by a person or several messages at once, often as part of a publishing business from developing a relationship. Measuring approval process. It also enables them to reach audiences ROR isn’t easy; it involves not only analyzing connec- in different time zones and organize extended marketing tion growth, but also understanding the impact your campaigns. customers’ voices have on your brand and reputation. This includes sentiment analysis, as well as engagement SENTIMENT ANALYSIS metrics for your content, like organic sharing rates. ROR is an alternative (or complementary) metric to An attempt to understand how an audience feels about social media ROI. a brand, company, or product based on data collected from social media. It typically involves the use of natural RETWEET language processing or another computational method to identify the attitude contained in a social media mes- A Tweet that is re-shared to the followers of another sage. Different analytics platforms classify sentiment in user’s Twitter account. There are two kinds of Retweet: a variety of ways; for example, some use “polar” classifi- the classic “manual” Retweet and the now-standard “web cation (positive or negative sentiment), while others sort Retweet”. In a manual Retweet, you simply type “RT” messages by emotion or tone (Contentment/Gratitude, before the @username and content of somebody else’s Fear/Uneasiness, etc). Tweet. This used to be the only way you could retweet, and it’s the still only way to add your own comment to a SEO Tweet when you pass it along. A “web Retweet” is what happens when you click the official Retweet button: the Search engine optimization is the practice of increasing full Tweet appears in your timeline in its original form, the “organic” visibility of a web page in a search engine, complete with the author’s name and avatar. Since a such as Google. Although businesses can pay to promote web Retweet allows your followers to easily retweet or their websites on search engine results pages (Search favorite the original Tweet, it’s generally considered good Engine Marketing, or SEM), SEO refers to “free” tactics etiquette to use this method unless you have something that enhance the search ranking of a page. valuable to add through a manual RT. SHARE OF VOICE RSS Share of voice is a metric for understanding how many RSS (Rich Site Summary) is a format for syndicating web social media mentions a particular brand is receiving in content. Bloggers, news publishers, and other content relation to its competition. Usually measured as a per- creators use RSS feeds to effectively broadcast content (or centage of total mentions within an industry or among a content summaries) to audiences. Readers can subscribe defined group of competitors. to RSS feeds without providing personal information, and then automatically receive updates through a news SHORT LINK reader or aggregator. See: URL shortener

61 SLIDESHARE SOCIAL MEDIA MONITORING

A popular social platform for sharing presentations and Listening and responding to brand and keyword men- other business-oriented content. SlideShare makes it easy tions on social media. Social media monitoring is crucial to embed content on websites and share it to other social to social customer service, social selling, social media networks, such as Facebook, Twitter, and LinkedIn, marketing, and community management. which has owned the platform since 2012. SOCIAL MEDIA ROI SMS A measurement of the effectiveness of an organization’s SMS is the text messaging service component of phone, investment in social media. Like any metric for “return web, or mobile communication systems. For marketing on investment”, social media ROI is calculated by divid- purposes, it is often used by brands to promote text- ing the total benefits of an investment by the sum of its based offers to consumers, remind about bills (common costs. Therefore, it is completely dependent on which for telecommunication companies), or send loca- costs and benefits are factored into the calculation. To tion-based notifications (such as a promo code when a get meaningful value from an ROI calculation, the metric consumer walks by a restaurant). should be fully aligned with the business objectives behind a social media activity. Social media should also be SOCIAL CUSTOMER SERVICE properly integrated with web analytics in order to assess its value within a multi-channel attribution model. The practice of identifying and resolving customer service issues on social media. Social customer service SOCIAL RELATIONSHIP PLATFORM (SRP) should be coordinated internally across departments so that an organization can respond rapidly to any cus- Social relationship platforms are secure and scalable tomer inquiry on any channel. The most effective social technologies that allow businesses to manage social customer service is proactive: in addition to fielding in- media communications of any kind across departments bound messages, the organization monitors social media and devices. That’s a mouthful, but, put simply, these for keywords that could indicate customer service issues. tools put everything you need for social media into one The organization then reaches out to resolve potential place, making it easier to manage. Social relationship issues before they escalate, creating greater customer platforms are used for monitoring, posting and tracking satisfaction and loyalty. social media, and help manage everything from customer service to lead generation. Hootsuite is a social relation- SOCIAL MEDIA MANAGEMENT ship platform.

Technology and business processes for securely man- SOCIAL SELLING aging social media accounts, engaging audiences, and measuring the business results of social media activi- The use of social media by sales professionals to increase ties. Effective social media management is absolutely productivity and generate revenue. Sellers can effectively vital to conducting business on social media. It enables leverage social media to enhance their reputations, an organization to keep track of all of its social media expand their interpersonal networks, and attract new accounts and provide various teams and individuals with prospects. They can also identify buyers by listening and the appropriate levels of access to these assets. When engaging in the online spaces where potentials customers implemented at scale across departments and regions, are conducting research and asking for advice. coordinated social media management practices allow everyone within the organization to collaborate and achieve SOLOMO measurable outcomes on social media. SoLoMo is the combination of three of biggest trends SOCIAL MEDIA MARKETING among consumers: using social media (So); location-based relevance in both search intent and the use of the internet The use of social media by marketers to increase brand to find local products and services (Lo); and mobile adop- awareness, identify key audiences, generate leads, and tion in which consumers tend to prefer to access apps and build meaningful relationships with customers. Social the internet through smartphones rather than desktops or media marketing should be well coordinated with social tablets (Mo). The best way to understand it is to envision customer service, community management, and social the following dialogue: selling activities to create seamless relationships with customers across their life cycle. Of course, social media Venture Capitalist: Why should we give 50 million dollars is just one channel in the overall marketing mix; the in funding to your startup with no customers and not a line of most effective social media marketing programs are also code written? integrated into multi-channel strategies. Guy in Hoodie: “SoLoMo!”

62 SPAM TIMESTAMP

Unnecessary and repetitive social media content that The date and time that a message is posted to a social clogs up the feeds of social media users. In other words, network, usually visible below the headline or user- the bane of your existence. The term has been used name. Clicking on a timestamp will usually bring you to refer to junk messages since the earliest days of the to the content’s permalink. Internet. Its meaning originates from a 1970 Monty Python skit in which the word “spam” is spoken repeat- TOP TWEETS edly to the point of ludicrousness. The skit culminates in a group of Vikings singing a timeless paean to everyone’s The most popular and engaging Tweets for a given favorite canned meat product. Seriously, check it out. search query, as determined by a Twitter algorithm. Searches on Twitter.com return Top Tweets by default, SUBREDDIT but you can toggle to “All” results to see the full list of Tweets that mach your search. A subreddit is a smaller forum within the social website reddit that is dedicated to a specific topic or theme. TREND These are defined by the symbol “/r/” which precedes the unique reddit url of that particular subreddit. There A topic or hashtag that is popular on social media are large subreddits like /r/politics or /r/videos, but they at a given moment. Trends are highlighted by social can be as specific as /r/learnuselesstalents ore /r/conta- networks such as Twitter and Facebook to encourage giouslaughter. There are thousands upon thousands of discussion and engagement among their users. The subreddits, and the reddit homepage is composed of the “trending” concept was first popularized by Twitter and most popular content from every subreddit combined. has since been adopted by Facebook, Google+, and You can also customize your own reddit homepage by other networks. The trends that you see on Twitter and subscribing to your favorite subreddits. Facebook are personalized for you, based on your location as well as who you follow or what pages you like. SUBTWEET TRENDING The stealthy art of disparaging someone in a Tweet without @mentioning their Twitter handle. You’re talking See: trend about them behind their back, but doing it publicly. A paradox, really. TRIAGE

The process of prioritizing, assigning, and responding to inbound social media messages. The term is borrowed THREAD from emergency medicine, where it is crucial to assess the relative urgency of various cases in order to prioritize A strand of messages which represent a conversation or care. In a social media triage process, incoming messages part of a conversation. Threads are essential to most forms are filtered, assigned to the right people, evaluated for of online communication, including social media, web urgency, and possibly escalated so that the organization forums, and email. Without them, it is incredibly difficult can provide the appropriate response (either online, to put messages into context or keep track of ongoing offline, or both). conversations. Anyone who used email before Gmail rev- olutionized the medium with threaded conversations can TWEET attest to that. Threads begin with an initial message and then continue as a series of replies or comments. A Twitter message. Tweets can contain up to 140 characters of text, as well as photos, videos, and other forms of THROWBACK THURSDAY (#TBT) media. They are public by default and will show up in Twitter timelines and searches unless they are sent from A weekly social media tradition in which people make Ins- Protected Accounts or as Direct Messages. Tweets can tagram a little less instant. Although Throwback Thursday also be embedded in webpages. wasn’t invented on Instagram, the term has been widely popularized by the platform. Essentially, every Thursday users post either a really old photograph of themselves TWITTER (as a child, in high school, etc) or a saved photo they took more recently but want to share because it’s just that good. A social network and media platform that enables users The next time you go camping and take lots of amazing to publish 140-character messages along with photos, photos, hold off on spamming your followers with all videos, and other content. Twitter is famous for its of them at once. Just save them for later and #tbt every real-time and emergent discussions on breaking news Thursday to your heart’s content. stories and trends.

63 TWITTER CANOE

A Twitter conversation that has picked up too many VANITY URL usernames for an actual conversation to take place. The thread might begin as a dialogue between two people A vanity URL is a web address that is branded for mar- before spiraling out of control as more and more Twitter keting purposes. They are a custom branded URL that users insinuate themselves into the conversation with replaces common URL shortener formats with some- “Reply all” messages. Like an overloaded canoe, the thing that has your branding or is related to the content. thread sinks once too many people have hopped in. Instead of showing up as ow.ly or a bit.ly, it could show up looking like Time Inc.’s vanity URL “ti.me”. Hootsuite TWITTER CARD users have the ability to employ vanity URLs. A media-rich Tweet that includes an embedded video, photo gallery, page summary, or other interactive element beyond the text of the message. Twitter Cards help your Tweets stand out and encourage your followers to engage WHO TO FOLLOW with your content directly from their timelines. They are automatically attached to a Tweet whenever you (or any Who to Follow is a feature in the left hand sidebar of other user) tweets a link to a webpage that is marked up your Twitter homepage that helps users find relevant with some simple HTML code. To find out how to enable accounts to follow. The accounts that populate in the Twitter Cards, check out Twitter’s guide for developers. Who to Follow section are suggested because they have similar interests, professions or geographic proximity to you. You can click follow them immediately or view their profile for more information. UNFOLLOW WORD CLOUD The action of unsubscribing from another Twitter user’s Word clouds, also known as tag clouds or weighted lists, account. are a visual representation of text, where the frequency of a word determines its size in the word cloud. This is a URL great tool for identifying words that are repeated or most common. The location of a page or other resource on the World Wide Web. The acronym stands for Uniform Resource Locator, but you will soon forget that.

URL SHORTENER These terms and defintions provided by Hootsuite at blog.hootsuite.com A tool that condenses a URL into a shorter (and more social media friendly) format, known as a short link. Users who click on a short link are redirected to the original URL. URL shorteners can also provide link tracking capa- bilities, which allow businesses to measure click-throughs from social media and attribute website conversions to individual social messages. Popular URL shorteners include bit.ly and Hootsuite’s ow.ly.

USER-GENERATED CONTENT (UGC)

Media that has been created and published online by the users of a social or collaboration platform, typically for non-commercial purposes. User-generated content is one of the defining characteristics of social media. It is often produced collaboratively and in real-time by multiple users (for example, the Twitch plays Pokemon project). Many companies have enthusiastically embraced and encouraged user-generated content as a means of increasing brand awareness and customer loyalty. Instagram contests, Vine video contests, and other UGC-based social campaigns allow businesses to tap into the creative energies of their customers and use their contributions to fuel marketing strategies.

64 SAMPLE MARKETING MATERIALS

Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

FAITH

From the morning bell met with prayers for the day, to religion classes that teach about God’s love, to life lessons woven with the teachings of Jesus Christ, Catholic schools in the Diocese of Lansing infuse each day with the powerful message of faith. In so doing, they address not only the educational, physical and emotional needs of their students, but also spirituality to develop the whole person, created by God to know Him, love Him and serve Him.

The Diocese of Lansing invites you to consider one of our 34 schools to help you provide an excellent education for your children, while instilling the values, character and faith you seek to promote. Catholic schools in our 10-county diocese are fully accredited and staffed by certified teachers who are committed to the success, well-being and spiritual development of every child. Students and families of all faiths are welcome. Enrollment for 2016-2017 begins soon, so visit www.dolcatholicschools.com today to find a Catholic school near you. FAITH

67 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

PRIORITIES

In a culture that offers every sort of educational and enrichment opportunity a child could hope to enjoy, it’s often hard for parents to decide what matters most. Catholic schools in the Diocese of Lansing know you have a choice about the education of your children. If your priority is an excellent education that also provides a faith-based environment infused with the values expressed in the Gospel of Jesus Christ, we share your priorities.

PRIORITIES

68 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

POTENTIAL

There’s nothing quite as uplifting as watching children discover their potential. Whether they’re learning to tie their shoes, read a book, run a mile or solve a difficult math problem, children grow in resourcefulness, self-confidence and courage by meeting challenges and gaining new skills. The Catholic schools of the Diocese of Lansing are committed to helping students realize their personal potential because we know that God creates each child uniquely for a purpose that only he or she can fulfill.

69 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

VALUES

If you’re a parent, it’s likely you’re concerned about the culture in which your children are growing up. The values promoted in our popular culture, communicated through nearly-constant media exposure, often conflict with the lessons you’re teaching at home. The Catholic schools of the Diocese of Lansing share your concern about the influence of today’s culture on the values, character and faith of our children. That’s why we provide families an alternative – an educational environment built on the Gospel values of Jesus Christ.

VALUES

70 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

BELONGING

One of the most important aspects of a child’s educational experience is friendship. Kids need to feel secure, valued and loved by their peers so that they have the confidence to challenge themselves, learn and grow. The Catholic schools of the Diocese of Lansing are committed to fostering an atmosphere where friendship with Jesus is the model for our school communities, and where children feel they belong.

BELONGING

71 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906 EXCELLENCE

There’s no arguing with numbers. If you are comparing your options for a high school education for your child, consider the Catholic schools of the Diocese of Lansing, where the average ACT score of our four high schools is 23.7, well above the state average, the graduation rate is 100%, and 98% of our graduates go on to the college or university of their choice. The rigorous learning environment at our high schools is balanced by the nurturing support of our professional teachers, and infused with the faith, discipline and excellence that serve as the foundation for our high standards.

EXCELLENCE

72 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906

INSPIRATION

It’s watching a sunrise in Jamaica after a week of building a home for a poor family. It’s sharing a meal with the homeless, collecting coats for needy children, volunteering at a nearby nursing home or spending Spring break on a mission trip to one of the poorest communities in America. In countless ways both great and small, Catholic school students in the Diocese of Lansing demonstrate God’s love through their passionate commitment to Christian service. It’s just one more way a Catholic education provides inspiration for the soul.

73 Office of Education Diocese of Lansing 1500 E. Saginaw St. Lansing, MI 48906 VICTORIES

The big wins are important. State championships. Award-winning graduates. National rankings. They matter because they reflect a commitment to perseverance, excellence and an uncompromising desire to reach the most challenging goals. But at the Catholic schools of the Diocese of Lansing, we celebrate the small victories, too, because we know that children need encouragement in order to grow in self- confidence, resiliency and courage. That’s why we thank the Lord for every opportunity He gives our students to discover HIs presence in their lives, win or lose. (Of course, we thank Him for those state championships, too!)

VICTORIES

74 Office of Education Diocese of Lansing 1500 E. Saginaw St. CHALLENGES Lansing, MI 48906

For some kids, school is just, plain hard. They struggle with particular subjects, or with making friends, or sometimes with just sitting still. They don’t look forward to school days, but instead face them with anxiety, resistance or even anger. It’s tough to be a parent of a child whose school years are marked by struggle instead of success. Sometimes, moms and dads need as much support as their students. The Catholic schools of the Diocese of Lansing offer strong learning communities where the gifts of every child are uncovered with professionalism, patience and love, and where families are part of a network of support. Our schools are safe places for learning and personal growth.

CHALLENGES

CUSTOMIZED MATERIALS FOR YOUR SCHOOL

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Contact Cynthia Vandecar at FAITH Catholic for complimentary creative design services: [email protected]

www.jcslumenchristi.org

RESOURCES FROM FAITH CATHOLIC

Everyone at FAITH Catholic thanks you for your support for FAITH magazine and all that we do to serve our parishes, schools and diocese. By sharing stories of your communities, we have seen measurable results in the effort to build disciples and evangelize.

We know that our diocesan magazine is working Bishop Boyea has asked that every parish send to engage, educate and inspire parishioners. Our FAITH magazine to every parish home for free. readership survey found that: We are grateful for this support because it enables us to reach out to people who don’t • 89% of respondents have looked at the most necessarily engage regularly with their parishes. recent issue of FAITH • 91% find the magazine attractive Because of this parish support, the Diocese of • 87% say the magazine is interesting Lansing is a national leader in responding to the • 69% spend more than 15 minutes reading call for a New Evangelization. Our diocese is an FAITH incubator for new ideas and visionary solutions in the quest to engage Catholics and bring Moreover, reading FAITH draws people into their them closer to Christ. faith and the Church: FAITH Catholic is more than a publisher. We • 87% say the magazine makes them feel more build websites and apps, create marketing connected to their Catholic faith materials for parishes, schools and Catholic • 88% say the magazine improves their organizations, and offer advice and counsel for understanding of their faith content evangelists. • 82% say the magazine gives them a greater sense of association with the Church But first and foremost, FAITH Catholic exists • 73% say the magazine inspires them to use to serve Bishop Boyea and all of you – the their gifts and talents at their parish parishes and schools of our diocese. Please • 85% say the magazine increases their use this brochure as a quick reference to the awareness of programs and ministries in the services and resources at your disposal and be diocese assured that we share your mission: To connect people with Jesus and his Church.

81 THE DIOCESE OF LANSING: FAITH CATHOLIC A LEADER IN THE IN THE DIOCESE OF LANSING NEW EVANGELIZATION

• Our award-winning magazine, FAITH Who are the people of FAITH Catholic? We’re Lansing, reaches registered homes in all 81 a team of communications professionals, parishes across our diocese – approximately editors, graphic designers, IT specialists 68,000 households. FAITH Catholic and production managers committed to pioneered a membership magazine for the purposes of evangelization. providing excellent customer service to our diocese and its parishes, and to Catholic • In 2002, our diocese was only the second in dioceses and organizations across the the nation to provide free websites to every country and around the world. parish in the diocese. But we’re more than just employees of a • Our media company, FAITH Catholic, is the fastest growing Catholic publisher in diocesan publishing and digital content America. We produce 35 titles for dioceses company. We consider ourselves content and other Catholic organizations and we evangelists. We tie ourselves directly to the have a combined circulation of 1.4 million. primary task of our bishop and other bishop/ publishers – to evangelize! • 28 dioceses and 7 Catholic organizations choose FAITH Catholic as their publisher.

• One in five Americans receiving a diocesan Ultimately, our mission is to inspire people publication receives a magazine from FAITH with the message of Christ, creating content Catholic! that is SEEN, so that we can affect what is unseen – the Lord’s presence in the hearts and • FAITH magazine’s website generates 10 times the national average in user traffic. minds of the faithful.

• FAITH Catholic also operates Masstimes. org and CatholicEventFinder.org, helping Catholics stay connected.

• Social media use in the Diocese of Lansing is among the most active across the country, connecting Bishop Boyea and the diocese with thousands of YouTube, Facebook and Twitter users.

82 WHAT IS CONTENT FAITH MAGAZINE EVANGELIZATION? IS DESIGNED FOR EVERY READER

Content evangelization means producing The print edition of FAITH magazine isn’t the and sharing stories, photos, videos and other only version your parishioners can enjoy. We material for the purpose of spreading the also offer digital editions for tablets and an Gospel of Jesus Christ and building up the app for a mobile version of FAITH. With more Church. At FAITH Catholic, we work to: and more people accessing the Internet via smartphones – especially young people – the • Develop Catholic content that builds up mobile versions of FAITH are crucial in our disciples effort to evangelize the • Enable Catholics to easily find content next generation. You can from their dioceses and parishes encourage parishioners • Encourage Catholics to share their content to use the app through with others bulletin announcements, • Produce Catholic content in every form of or even take a few media: print, online and mobile moments at Mass to walk them through the If you’re using and sharing media about your process of finding and Catholic faith, you’re a content evangelist, too! downloading the app. FIND US ON YOUR TABLET

SEARCH FOR FAITH PUB

FAITH‘S CONTENT SUBMIT A STORY IS YOURS TO USE AND SHARE TO FAITH MAGAZINE

You can use any of the content you find in We rely on people at the front lines of FAITH magazine and on the FAITHpub.com evangelization to tell us about Catholics website, free of charge, in any format you whose faith journeys would make for choose. FAITH magazine is successful because compelling stories of Christian witness. In it relies on our proven content matrix to engage fact, the school marketing campaign relies readers. In each issue, we offer compelling on sharing stories with FAITH readers. Do stories of Christian witness, articles that you know of someone who has overcome promote formation and spiritual development, a difficult challenge, fought through an advice for incorporating the faith into daily life, obstacle to faith, served the community with and news from across the diocese and around selflessness, or brought others to Christ by the world. Feel free to link to our stories, post virtue of their personal holiness? We want them on your parish’s Facebook or Twitter to know about them. To submit a story, post pages, or post them directly to your parish to our Facebook page or to the Diocese of website. All we ask is that you use them as they Lansing website at www.dioceseoflansing. are with no editorial changes, and that you org/submit_a_story, or email managing include the bylines as they appear. editor Ann Jacob at [email protected].

83 FAITH USES SOCIAL MEDIA FIND FAITH AND THE DIOCESE OF TO EVANGELIZE LANSING ON SOCIAL MEDIA

Not only do we produce a high FACEBOOK: volume of content to encourage Diocese of Lansing: Catholic-Diocese-of-Lansing people in their spiritual lives, FAITH Bishop Boyea: Bishop-Earl-Boyea Catholic also shares that content FAITH magazine: Faith Pub through multiple social media FAITH Catholic: Faith-Catholic channels. Each month, the witness stories featured in the magazine TWITTER: also appear as video interviews Diocese of Lansing: @DioceseLansing on the Diocese of Lansing/FAITH Bishop Boyea: @BishopBoyea magazine website as well as on our FAITH magazine: @FAITHpub YouTube channel. We also push links FAITH Catholic: @FAITH_Catholic to stories and videos on Facebook and Twitter using accounts for both YouTube: FAITH magazine and the Diocese of FAITH magazine: FAITHpub Lansing.

COMMUNICATIONS AND TECH SUPPORT FOR THE DIOCESE OF LANSING

FAITH Catholic also is home to the Diocese of Lansing’s Office of Communications and IT support. These offices oversee a host of important functions for our diocese, including:

• Weekly TV Outreach Mass, broadcast on television and online, providing remote Masses for the homebound for 30 years • Weekly radio Mass • Parish resource page at dioceseoflansing.org • Diocesan e-news – an informative monthly newsletter for all parishes • Priest e-news – a vital weekly communication for diocesan priests • Public and media relations • Technology services for the Diocese of Lansing

84 MassTimes.org MINISTRY MARKETING AND LITURGICAL PRODUCTS FROM FAITH CATHOLIC

FAITH Catholic is proud to operate See our full line of liturgical products and MassTimes.org, one of the most valuable ministry marketing materials online at and widely used websites and apps for FAITHCatholic.com. Ministry marketing Catholics. More than 150 million visitors to materials available to your parish include: Masstimes.org have found information about parishes and Masses with the click of a • Homilies and Commentary and Universal mouse, enabling them to practice their faith Prayer (print and digital editions) no matter where they are in the world. All • Certificates parishes in the Diocese of Lansing are listed • Placemats on MassTimes.org. • Prayer cards in English and Spanish • Pew cards and worship aids • Funeral products • Posters • Products for special observances such as the Year for Marriage

We can also design and produce custom products for your parish or school. Call us at CatholicEventFinder.com 1.866.76.FAITH for more information.

FAITH Catholic operates and maintains CatholicEventFinder.com, a unique and useful website and app that helps Catholics find events in their area and allows CONTACT US ANYTIME parishes and dioceses to stay more closely connected with parishioners. You can use CatholicEventFinder.com in your parish by www.faithcatholic.com incorporating it into your website. Simply 1.866.76.FAITH contact FAITH Catholic to learn more about how this service can benefit your parishioners.

85 Sacraments of Christian Initiation Extra credit Name that Saint

Name is joyously welcomed into the Catholic Church through the Born the son of Italian sharecroppers and parish community of Are you smarter one of 13 children, this saint was elected pope on October 28, 1958, at the age of 77. than a catholic on this day of in the year and has been Because of his age, many expected him to

Baptized in the name of the Father and of the Son, and of the Holy Spirit, be a “stop gap” pope, but he was very active Sealed with the gift of the Holy Spirit and during his papacy. This saint was known Commentaryand Universal Prayer Nourished for the first time at the Table of the Lord. for slipping out of the Vatican late at night to walk the streets of Rome, and he was the first Sponsor pope in the 20th century to make pastoral visits to prisons and hospitals in the Diocese of Rome. RCIA Coordinator This saint is best known for convening the Second Vatican

Pastor/Presider Council less than three months after his election to the papacy. Although you have never seen him, you love him, and without seeing you now believe He had no detailed plan for the council other than a very general in him, and rejoice with inexpressible joy touched with glory, because you are achieving idea of aggiornamento, or “bringing up to date,” and a desire to faith’s goal, your salvation.

cf I Peter 1, 8-9 seek Christian unity. Answer: Pope Saint John XXIII John Saint Pope Answer:

In the Beginning ... by Chris Sushynski Catechism Quiz Faith, hope and charity are known as ... ACROSS DOWN a. the human virtues b. the theological virtues 2 Mary’s, not Jesus’ conception 1 Entire group of organized bodies c. the cardinal virtues 8 This “Poor Lady” was one of that help the pope govern the ecclesial virtues d. St. Francis’ first followers 3 Body and soul, “up” Mary did go 9 Indiana Jones, Evan Almighty, 4 From the word meaning “tenth,” Answer: (b) the theological virtues. The and St. Louis (sort of) one-tenth of something theological virtues are the foundation of Sunday and Weekday Masses 10 The Eternal City 5 Peasant, roses, tilma, basilica Christian moral activity. There are three: 12 First native-born 6 This longest in Western Asia August 2015 faith, hope and charity. (CCC 1813) North American saint has a Tigris for a sister 13 Unleavened bread, bloody 7 C’mon you know you want to; doorposts, death of it’ll make you feel good first-born sons 11 Reputed as the founder of the 16 United States Conference of inquisition, this saint really Catholic Bishops could preach it 14 Proclamation of the word occurs here 15 Suffered ten plagues

“Do not be afraid, for I will make you fishers of men.” www.faithcatholic.com | Reorder #33E/1

Mass Responses and Prayers The Roman Missal, Third Edition Mass Responses and Prayers HAIL, HOLY QUEEN PRAYER TO THE The Roman Missal, Third Edition ail, holy Queen, Mother of Mercy; our life, Sacred Heart of Jesus APOSTLES’INTRODUCTORY RITES LORDCREED HAVE MERCY (KYRIE) GOSPEL DIALOGUE Priest: Lord, have mercy. (Assembly stands) our sweetness and our hope. To thee do we cry, poor most holy heart of Jesus, fountain of every blessing, SIGN OF THE CROSS THE LORD’SPeople: Lord, PRAYER have mercy. PriestLamb (or of Deacon): God, you take away the INTRODUCTORY RITES OR FORM C H (Assembly stands) Priest: Christ, have mercy. The Lord be with you. sins of the world, You were sent to heal the banished children of Eve. To thee do we send up our sighs, I adore you, I love you, and with lively sorrow for my (All make the Sign of the Cross) (AssemblyPeople: stands) Christ, have mercy. People: And with your spirit. Priest: mourning and weeping in this valley of tears. Turn then, most Osins I offer you this poor heart of mine. Make me humble, In the name of the Father People: Priest: Lord, have mercy. Priesthave (ormercy Deacon): on us. SIGN OF THE CROSS contrite of heart: gracious Advocate, thine eyes of mercy toward us. And after and of the believeSon, in God,Our Father,People: the who Lord, Father art have in mercy.heaven, almighty, ALamb reading of from God, the you holy take Gospel away the (Assembly stands) People: Lord, have mercy. patient, pure and wholly obedient to your will. Grant, Good and of the Holy Spirit, Amen. hallowedOR be thy name; accordingsins of the to _____. world, (All make the Sign of the Cross) Priest: You came to call sinners: this our exile show unto us the blessed fruit of Thy womb, Jesus, that I may live in you and for you. Protect me in the Creator of heaventhy kingdomPriest: and Kyrie,come, eleison.earth, People:grant usGlory peace. to you, O Lord. In the name of the Father and of the Son, People: Christ, have mercy. GREETING People: Kyrie, eleison. Jesus. O clement, O loving, O sweet Virgin Mary. Pray for us, thy will be done and of the Holy Spirit, Amen. Priest: You are seated at the right hand midst of danger. Comfort me in my afflictions. Give me Iand inPriest: Jesus The Lord beChrist, with you. his onlyPriest: Son,Christe, eleison. our Lord, PROCLAMATION OF O Holy Mother of God; That we may be made worthy of the health of body, assistance in my temporal needs, your blessing People: And with your spirit. on earthPeople: as it isChriste, in heaven. eleison. THEINVITATION GOSPEL TO COMMUNION of the Father to intercede for us: who was conceived byGive the us Priest:this Holy day Kyrie, our eleison.Spirit, daily bread, (Assembly kneels) GREETING People: Lord, have mercy. promises of Christ. Amen. on all that I do, and the grace of a holy death. Amen. PENITENTIAL ACT and forgivePeople: us Kyrie,our trespasses, eleison. (AssemblyPriest: Behold sits) the Lamb of God, Priest: The Lord be with you. Priest: May almighty God have mercy FORM A (CONFITEOR) as we forgive those who trespass behold him who takes away the People: And with your spirit. on us, bornI confessof the to almighty Virgin God Mary, GLORIA and to you, my brothers and sisters, againstGlory us; to God in the highest, HOMILYsins of the world. forgive us our sins, and bring us to HAIL MARY ST. MICHAEL THE ARCHANGEL sufferedthat I have greatlyunder sinned, Pontiusand leadPilate,and us on not earth into peace temptation, to people Blessed are those called to the PENITENTIAL ACT everlasting life. in my thoughts and in my words, but deliverof us good from will. evil. PROFESSIONsupper of the OF Lamb. FAITH FORM A (CONFITEOR) in what I have done and in what Priest: DeliverWe praise us, you, Lord, we pray, People: Lord, I am not worthy I confess to almighty God LORD HAVE MERCY (KYRIE) t. Michael the Archangel, defend us in battle. was crucified, died and was buried; APOSTLES’ CREED ail Mary, full of grace, the Lord is with thee; I have failed to do, from weevery bless evil, you, that you should enter under my roof, and to you, my brothers and sisters, Priest: Lord, have mercy. Be our defense against the wickedness (striking their breast) we adore you, (Assembly stands) Blessed art thou among women, he descendedthrough my fault, through into my fault, hell;graciouslywe glorifygrant you,peace in our days, Ibut believe only in sayGod, the word that I have greatly sinned, People: Lord, have mercy. H theand Father my soulalmighty, shall be healed. and blessed is the fruit of thy womb, Jesus. Sand snares of the Devil. May God rebuke him, we humbly through my most grievous fault; that, by wethe give help you of thanks your mercy, in my thoughts and in my words, Priest: Christ, have mercy. pray, and do thou, O Prince of the heavenly hosts, by the on thetherefore third I ask blessed day he rosewe may again befor always your from great free glory, from the sin dead; Creator of heaven and earth, in what I have done and in what People: Christ, have mercy. Holy Mary, Mother of God, pray for us sinners, Mary ever-Virgin, Lord God, heavenly King, and in Jesus Christ, his only Son, and safe from all distress, CONCLUDINGour Lord, (bow) RITES I have failed to do, Priest: Lord, have mercy. now, and at the hour of our death. Amen. power of God, thrust into hell Satan, and all the evil spirits, he ascendedall the Angels and into Saints, heaven,as we awaitO God, the almighty blessed Father. hope (AND BLESSING) People: Lord, have mercy. and you, my brothers and sisters, Lord Jesus Christ, Only Begotten Son, who was conceived by the Holy Spirit, (striking their breast) who prowl about the world seeking the ruin of souls. Amen. born(Assembly of the Virgin stands) Mary, OR and isto pray seated for me to theat Lord the our God.rightand the hand Lordcoming God, ofLamb our God of Savior, God, the through my fault, through my fault, Jesus Christ.Son of the Father, sufferedPriest: Theunder Lord Pontius be Pilate,with you. through my most grievous fault; Priest: Kyrie, eleison. OR FORM B People: Foryou takethe awaykingdom, the sins of the world, wasPeople: crucified, And diedwith and your was spirit.buried; therefore I ask blessed People: Kyrie, eleison. REGINA COELI FatherPriest: almighty; Have mercy on us, Ofrom Lord. there have he mercy will on us; come he descended into hell; the power and the glory are yours onPriest the third (or Deacon):day he rose again Mary ever-Virgin, Priest: Christe, eleison. PRAYER OF Saint Francis of Assisi People: For we have sinned against you take away the sins of the world, Go forth, the Mass is ended. ueen of Heaven, rejoice. Alleluia. to judgeyou. the living andnow the and fordead.receive ever. our prayer; from the dead; all the Angels and Saints, People: Christe, eleison. For He, whom thou wast worthy to bear. Alleluia. Priest: Show us, O Lord, your mercy. you are seated at the right hand heOR ascended Go and into announce heaven, the and you, my brothers and sisters, Priest: Kyrie, eleison. ord, make me an instrument of your peace. I believePeople: And in grant the us your Holy salvation. Spirit,SIGN OF of PEACEthe Father, and is seated Gospel at the of right the handLord. to pray for me to the Lord our God. People: Kyrie, eleison. Q of God the Father almighty; Has risen as He said. Alleluia. Where there is hatred, let me sow love; Priest: The have peace mercy of on the us. Lord be OR Go in peace, glorifying the from there he will come to judge L the holyOR FORM catholic C Church,For you alone are the Holy One, Lord by your life. Pray for us to God. Alleluia. with you always. OR FORM B GLORIA where there is injury, pardon; where there is doubt, faith; Priest: You were sent to heal the you alone are the Lord, the living and the dead. People: And with your spirit. OR Go in peace. Priest: Have mercy on us, O Lord. Glory to God in the highest, V. Rejoice and be glad, O Virgin Mary. Alleluia. where there is despair, hope; where there is darkness, light; the communioncontrite of heart: of saints,you alone are the Most High, I believe in the Holy Spirit, R. Because the Lord is truly risen, Alleluia. People: Lord, have mercy. (All turn andJesus offer Christ, one another thePeople: holy catholic Thanks Church, be to God. People: For we have sinned against you. and on earth peace to people and where there is sadness, joy. Priest: You came to call sinners: a sign of withpeace) the Holy Spirit, the communion of saints, Priest: Show us, O Lord, your mercy. of good will. the forgivenessPeople: Christ, have mercy. of sins, in the glory of God the Father. the forgiveness of sins, the resurrection of the body, People: And grant us your salvation. We praise you, Let us pray Priest: You are seated at the right handLAMB Amen.OF GOD we bless you, O Divine Master, grant that I may not so much seek the resurrectionof the Father to intercede of for the us: body, and life everlasting. Amen. O God, Who by the Resurrection of Thy Son, our Lord Jesus People: Lord, have mercy. Lamb ofLITURGY God, you OF take THE away WORD the we adore you, to be consoled as to console; to be understood as to understand; www.faithcatholic.com Excerpts from the English Priest: May almighty God have mercy sins of the world, translation of The Roman Missal © 2015, International we glorify you, Christ, hast been pleased to give joy to the whole world, grant and life everlasting. Amen. Committee on English in the Liturgy, Inc. All rights reserved. to be loved as to love. For it is in giving that we receive; it is in on us, have mercy(Assembly on us. sits) Published with the approval of the Committee on Divine we give you thanks we beseech Thee, that through the intercession of the Blessed pardoning that we are pardoned; and it is in dying that we are forgive us our sins, and bring us to FIRST READING Worship, United States Conference of Catholic Bishops. for your great glory, Virgin Mary, His Mother, we may attain the joys of eternal life. everlasting life. RESPONSORIAL PSALM born to eternal life. Amen SECOND READING Continued ... Through the same Christ, our Lord. Amen. Continued ...

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Extra credit Name that Saint

January February March April May June This saint was born on May 18, 1920, in Wado- Are you smarter wice, Poland. On October 16, 1978, he became St. Elizabeth Ann Seton St. Brigid of Ireland St. Joseph St. Catherine of Siena St. Athanasius St. Thomas More the first Polish pope and the first non-Italian than a catholic FEAST DAY: JANUARY 4 FEAST DAY: FEBRUARY 1 FEAST DAY: MARCH 19 FEAST DAY: APRIL 29 FEAST DAY: MAY 2 FEAST DAY: JUNE 22 19th century 5th century 1st century 14th century 4th century 16th century pope since 1522. By the time of his death on April 2, 2005, he was one of the longest-serv- First native-born North American Patroness of Ireland Patron saint of the Catholic Patroness of Italy Bishop of Alexandria; Confessor Patron saint of lawyers to be canonized a saint Church and Doctor of the Church ing popes in history. One of the most influential leaders of the 20th t. Brigid, a nun, founded t. Elizabeth Ann Seton t. Joseph was a man of t. Catherine was a t. Athanasius was the t. Thomas More was a century, this saint’s pontificate was marked by tre- founded the first a monastery and school faith who was obedient Dominican nun whose greatest champion of scholar and lord religious community of of art in Kildare. The to God’s wishes. He theological writings and the Catholic belief on the chancellor to King Henry mendous strides in ecumenism and interreligious dialogue, as he was women, the Sisters of monastery became a provided for and protected letters are a great treasure subject of the Incarnation; VIII who gave up his life the first pope to visit both a mosque and a synagogue. Charity of St. Joseph; the legendary center of religion Mary and the child to the Church. She is the Son of God became because he disagreed with first free Catholic school and learning; and became Jesus. We ask St. Joseph known for her mystical man to gain our salvation. the king’s opinions on At his funeral in 2005, the faithful filled St. Peter’s Square with for girls; and the first famous for its illuminated to watch over, protect and experiences and for He was also the first to marriage and the banners and shouts of “Santo subito,” or “Sainthood now.” In Catholic hospital and manuscripts, including the guide the Church in the persuading Pope Gregory identify the 27 books of supremacy of the pope; response, Pope Emeritus Benedict XVI waived the traditional five- orphanage in the United Book of Kildare. She is same way as he did his XI, in 1377, to return the the New Testament that refusing to acknowledge OPE AINT OHN AUL States. known for her charity to family. papacy to Rome from are in use today. Henry’s supremacy over year waiting period for the canonization process to begin. P S J P II those in need and her Avignon in France. the Church of England.

spirituality. Answer: P0pe Saint John Paul II Paul John Saint P0pe Answer:

In the Beginning ... by Chris Sushynski Catechism Quiz July August September October November December Across Down Who is (are) the celebrant(s) of the St. Ignatius of Loyola St. Augustine of Hippo St. Peter Claver St. Francis of Assisi St. Margaret of Scotland St. Lucy sacramental liturgy? FEAST DAY: JULY 31 FEAST DAY: AUGUST 28 FEAST DAY: SEPTEMBER 9 FEAST DAY: OCTOBER 4 FEAST DAY: NOVEMBER 16 FEAST DAY: DECEMBER 13 2 Archenemies of Israel 1 The sacrament of 16th century 5th century 17th century 13th century 11th century 4th century metioned about 250 times conversion, penance a. the bishop Patron saint of soldiers Patron saint of brewers Baptized approx. 300,000 people Patron saint of animals Patroness of Scotland Patroness of blindness in the Bible and confession b. the priest with the help of deacons 4 Brother of Moses and first 3 “Spring” period of praying, the servers, readers, choir members, etc. APOSTLES’ t. Ignatius first read t. Augustine began his t. Peter Claver was a t. Francis is the founder t. Margaret, queen of her t. Lucy devoted her life c. high priest of Israel fasting and almsgiving about the life of Christ life filled with worldly Jesuit priest who spent of the Franciscan Order adopted country of to the service of the d. the whole community and the lives of the saints ambitions and self- his life ministering to of priests and a beloved Scotland, built schools and poor and gave away most 7 Source and summit of 5 A dream led this saint to while he was recovering indulgent living. After he thousands of African slaves figure who renounced his churches, established of her family’s fortune. Christian life return to the ‘green’ land from a battle wound. He converted to a Christian who arrived in Cartagena, wealth and lived a life abbeys, visited the sick, Despite being tortured, Answer: (d) The whole community, the Body of 8 “Dwelling place” of the of his enslavement went on to study theology life, he became a devout Colombia, the largest slave of poverty and simplicity. built hostels for the poor, Lucy never denied or wavered Christ united with its Head, celebrates. (CCC 1140) and eventually received his and charitable bishop who market in the New World. He is known for his love of and invited the Benedictine in her faith in God. She divine presence 6 Identify this and you are degree. Based on his practiced poverty. He is He tended to their personal nature and for considering monks to set up monasteries endured persecution 11 Formed the Catholic sure to discover your heart CREED meditations, prayers and honored as one of the and spiritual needs and animals his brothers and in Scotland. Margaret is bravely and willingly suffered Worker Movement with 9 The pouring or smearing visions, St. Ignatius of most important Church fought for laws that would sisters. His work, the remembered for holding for Christ. According to Loyola formed the fathers for his works, City improve slaves’ lives, such Canticle of the Sun, feasts at the castle for legend, Lucy’s eyes were Peter Maurin on of perfumed oil I believe in God, Constitutions of the Society of God and Confessions. as allowing Christian praises God and thanks commoners. taken out when she was 13 The receptacle for 10 No mere “Babe,” she was of Jesus, now commonly marriage and not allowing God for his creations. tortured and then baptismal water great-grandmother to known as the Jesuits. families to be separated. miraculously restored by the Father almighty, God. 14 A territory or the churches King David © 2014 www.FAITHcatholic.com subject to a bishop 12 St. Damien of Molokai was Creator of heaven and earth, 15 Beautiful music courtesy their “apostle” of pressurized air and in Jesus Christ, his only Son, our Lord, 16 These travelers three gifts did bring to the newborn King of Kings who was conceived by the Holy Spirit,

“Consequently, Jesus was banned from future triathlons” www.faithcatholic.com | Reorder #33E/2 born of the Virgin Mary, CHICAGO STUDIES 53:2 STUDIES CHICAGO SUMMER 2014 VOL. 53:2 $15.00 suffered under Pontius Pilate, was crucified, died and was buried; APOSTLES’ CREED Reception into Full Communion believe in God, the Father almighty, Creator of heaven and earth, he descended into hell; I Name and in Jesus Christ, his only Son, our Lord, LIGHT OF THE EAST who was conceived by the Holy Spirit, is joyously welcomed into full communion with the Catholic Church Insights for the West from on the third day he rose again from the dead; born of the Virgin Mary, through the parish community of suffered under Pontius Pilate, Eastern Christianity was crucified, died and was buried; he descended into hell; on this day of in the year and has he ascended into heaven, on the third day he rose again from the dead; L

he ascended into heaven, T H G I Professed the Catholic faith in the presence of this community, and is seated at the right hand of God the Father almighty; Grace Before Meals and is seated at the right hand of God the

Father almighty; from there he will come Received the seal of the gift of the Holy Spirit, and F O from there he will come to judge the living and the dead.

less us, to judge the living and the dead. Become one with us for the first time at the eucharistic table of the Lord. E H T I believe in the Holy Spirit, E

O Lord, and the holy catholic Church, T S A the communion of saints, Sponsor I believe in the Holy Spirit, B I :

the forgiveness of sins, S T H G I S N these thy gifts, which the resurrection of the body, RCIA Coordinator

and life everlasting. Amen. Pastor/Presider the holy catholic Church,

we are about to receive R O F

“My entire attention is on the finish line as I run toward the prize to E H T the communion of saints, from thy bounty, which God calls me—life on high in Christ Jesus.” W Philippians 3:14 through Christ our T S E

OUR FATHER and life everlasting. C Mary: The New Eve – Theotokos ur Father, who art in heaven, hallowed be Y T I N A I T S I R H Inside: thy name. Thy kingdom come, thy will be The Mariological Writings of Cardinal O Light of the East: Insights for the West done, on earth, as it is in heaven. Give us this day Newman and Paul VI’s Proclamation of from the East our daily bread and forgive us our trespasses as we GLORY BE Our Lady as Mater Ecclesiae forgive those who trespass against us; and lead us Liturgy at the Center of Academic Life: lory be to the Father, and to the Son, and not into temptation, but deliver us from evil. Glimmers of Light from a Sometimes Celibacy as Witness to the Power of the Amen. to the Holy Spirit, as it was in the AMEN Benighted East Resurrection: A Theological Exploration G beginning, is now, and ever shall be, Copyright © 2012 Faith Catholic Publishing & Communications – Catholic Diocese of Lansing • English translation of the Apostles’ Creed by the International Consultation on English Texts. HAIL MARY world without end. Amen. SUBSCRIBE: CHICAGOSTUDIES.ORG ail Mary, full of grace, the Lord is with you; Blessed are you among women, Sign of the Cross Hand blessed is the fruit of your womb, Jesus. Holy Mary, Mother of God, pray for us sinners, now, and n the Name of the Father, and the Son, at the hour of our death. Amen. I and the Holy Spirit. Amen.

Homilies

Sunday and Weekday Masses January 2015

86 NOTES NOTES NOTES NOTES NOTES NOTES