How to Use Social Media to Improve Community and Media Relations in 2023
Many things have changed in school communications in the last thirty years. Technology has evolved, trends have come and gone and social media has emerged as more of a tool than just a simple pastime. And with those changes, districts have gained a more level playing field alongside local media outlets. Districts now have the option to be more proactive about improving community relations by leveraging their social media presence effectively.
Why a level playing field? If you consider that the goal of the local media is to shine a light on important issues in the community, social media now makes it possible for schools to get out ahead of the reporting and even influence the nature of that reporting. They do so by proactively engaging with the media, creating a reliable and transparent communication strategy for the community and creating an alternative information source that celebrates school achievements and education leaders who are making a difference. In short, the media may shine a light to report on issues and events happening in your district, but with a proactive social media strategy, you can point the flashlight.
For this reason, your district communications team needs to have a good understanding of strategic marketing and be savvy about tech and trends.
Keep reading to find out how you can use social media to improve community relations for your district by leveraging your social media presence.
How To Communicate Effectively With Parents
Leveraging social media in school communications provides another avenue for communication that can make the difference between low and high enrollment numbers year to year. When you use social media properly, you amplify and diversify your efforts to engage parents in their children’s education.
Why does it work so well? Because frequent and effective communication keeps parents in the loop, making them feel connected to your school and their children’s education.
In 2022, K12 Insight published their findings on effective communication in the National Report on the Impact of Parent Satisfaction on School Districts: “[S}chool districts that communicate clearly, completely, and consistently, at the proper frequency and in a courteous, timely manner, will tend to have more Promoters [parents who promote and advocate for the school] and fewer Detractors [parents who are likely to speak negatively about their experience and pull their children from the district]. Not only is this good for your school funding, but it’s better for your student outcomes too!
The relationship between higher customer satisfaction and better standards of communication tend[s] to correlate with lower student attrition.” Public School Review says, “[S]tudents achieve more in school when their parents are involved in their education.”
But in diverse communities, parental involvement can be hard to come by. In my experience, immigrant families are often hesitant to come into the schools because some prefer to avoid authority figures in general. By celebrating culture, making parental rights abundantly clear, and giving parents a window into their children’s education, we can improve those relationships and help more students achieve their fullest potential.
Creating a reliable social media presence in diverse K-12 communities
When it comes to schools, social media presence refers to where, when, how, and why your school posts, replies and shows up online.
Where should you show up? This question requires some research into your community’s demographic. You should strive to have a social media presence wherever your community’s parents, stakeholders, and voters interact online.
When you show up is one of the factors that determine the strength of your social media presence. If you’re more active online, you can establish a stronger presence and exceed community expectations.
How and why you show up are arguably the most important factors of an effective social media presence. You can set the tone by using a consistent brand voice and by choosing to highlight positive stories, outstanding leaders and upcoming events, for example. The reasons you show up should be in alignment with the goals of your district. You can use social media for general communication, brand awareness, crisis communications, updates, community engagement, bond election campaigns, and more.
Your community may be more or less diverse, but either way, your district’s community relations will improve when you use social media frequently for a variety of purposes.
A transparent social media presence for diverse K-12 communities
If there’s one thing parents and the media appreciate equally, it’s transparency.
When you post about upcoming events and clarify who parents should talk to and when events are happening, you eliminate the frustration some parents feel as outsiders.
Similarly, by providing event information and contact information online, you can help to guide media toward asking the right questions and contacting the appropriate people when they choose to publicize important topics in your community.
Eliminates Media Conflict
School professionals can occasionally feel that they conflict with the media because the media holds such power over public opinion and can influence the community for or against schools based on the information they obtain from well-meaning individuals. But, on the other hand, the media provides a form of accountability for schools to ensure that everything happening inside those four walls is appropriate, above board and approved by the community.
Social media doesn’t eliminate accountability. It simply gives districts the freedom to present the facts from a different angle and influence public opinion for the good of the school. If you can get ahead of the media by admitting to errors and mistakes, providing timely communications during a crisis and sharing positive stories that build up a community rather than the negative stories that can tear them down.
As a K-12 communications professional, you can be your own media, shine your light, create a buzz, celebrate big achievements, make sympathetic media contacts on the education beat and provide your own form of accountability.
Helps win bond elections
In my twenty-five years of experience in school public relations, I’ve helped schools win bond elections through transparency by disseminating information where the community was already active. When I worked for Fort Bend ISD, I led a bond campaign for just under $1 billion that passed with 64% of the vote. My team and I used storytelling to show taxpayers exactly what their money would provide for the district and how it would impact students over the next five to ten years and beyond.
Conclusion
Social media is no longer a luxury for school districts. It’s a necessity. If your district has a nonexistent or lackluster social media presence, you could be hurting your district’s reputation and forfeiting valuable relations with your community and with the media. But with the right strategy and knowledge of new technology and trends, you can use social media to better student outcomes and gain positive media coverage that is truthful, transparent, and uplifting.
Interested in revamping or improving your social media strategy? Grab my free guide: 7 Ways to Use Social Media to Bridge School Communications Gaps with the Media. Or, sign up for my newsletter to receive a copy of my services guide if you want expert support with your K-12 communications, public relations, social media, and more.