Social media is an essential tool for school leaders. It is an excellent (and free!) way to engage with the community and promote a school’s brand. Engaging with your audience on social media allows you to share inspiring stories, highlight student achievements, and engage with the community by responding to comments and messages. Here are some strategies for effectively using social media to build your online presence.

  1. Choose your platforms. It’s important to engage with your audience on the social media platforms they frequent. Think about where your audience is—if it’s mostly Millennial parents or teen students, they most probably spend a lot of time on social media. But if they’re spending a lot of time on Instagram, don’t spend your time and money on LinkedIn, and vice versa.
  2. Include your contact info on each social media profile. Make it easy for people to find you by including this information in as many places as you can!
  3. Post frequently, but think quality over quantity. The goal is always to provide value. If you decide to build a profile on more than one platform, there are affordable tools that can help you quickly share your message on each site. Check out Engage Social, Hootsuite, and TweetDeck for an idea of how these services can help you be more strategic and save time.
  4. Keep the community informed and engage with current and prospective families. What should you post about? Share news, updates, and information about your school. Highlight success stories, your excellent teachers and staff, or aspects of your curriculum. Social media is a great way to engage with people on a more personal level—so engage with current and prospective families. Lastly, keep social media profiles up-to-date and consistent across all platforms.
  5. Monitor and Respond to feedback and comments. Social media provides an excellent platform for receiving feedback, both positive and negative. You can use this feedback to improve their school and make necessary changes. Always monitor social media for feedback from your community.

There’s so much more to learn about social media for your school. It’s a part of your digital marketing strategy, which is important for raising general awareness, fundraising, meeting enrollment targets, and creating a diverse network of champions that will nurture your school over the long term.

Want to dive deeper? Download the Digital Marketing Guide. This workbook will empower you to build and follow through on a simple digital marketing strategy for your school. You can use these pages to set goals for your school, refine your messaging, set strategic marketing goals, and achieve them through various digital marketing programs.

Digital Marketing for Charter Schools Guide (

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Since the company’s inception in 2006, Charter School Capital has been committed to the success of charter schools. We help schools access, leverage, and sustain the resources charter schools need to thrive, allowing them to focus on what matters most – educating students. Our depth of experience working with charter school leaders and our knowledge of how to address charter school financial and operational needs have allowed us to provide over $1.8 billion in support of 600 charter schools that have educated over 1,027,000 students across the country. For more information on how we can support your charter school, contact us. We’d love to work with you!

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