It’s your responsibility as School Head to lead by example, and help adopt trends to move your school forward. One area where you can have a tremendous impact is social media.
Social media may feel like the elephant in the room for some leaders. You know people use it and say it can have an impact, but you’re just not sure whether it’s useful (or how to get started). You may also be unsure of how your voice can add to the conversation, in addition to the social media channels for your school that are run by your Marketing Communications office.
Social media isn’t going away, though. According to Inc.’s “7 Social-Media Trends to Prepare for in 2019,” social CEOs will become the new normal. Leaders who harness the power of social media are better able to broaden the reach of their message and cultivate credibility.
According to Inc., “a lack of online transparency with your audience [in 2019] is inexcusable. CEOs and other company leaders need to use social media to share their insights, connect with their community, and listen to their audience.”
Your school community trusts you to carry out your mission with excellence. Keep the lines of communication open and illustrate how you’re doing just that each day. Social media is a great place to do this.
It’s often best not to use your personal accounts when creating a professional social media strategy for your school. Consider creating a second Facebook or Twitter account for professional purposes, or use LinkedIn, which is a professionally focused platform.
If you haven't already, 2019 is the time to embrace social media. Here are three tips to keep in mind as you use these platforms to illustrate your dedication to your school’s mission and communicate with your constituencies.
Tip #1: Create a schedule. If you use social media only when you think of it, you probably won’t post often (if at all!). Instead, create a schedule and put it on your calendar as you would any other task. At first, try posting three times a week, and increase from there.
Tip #2: Ask questions. Your community—especially your parents—want their voices to be heard. Consider asking questions on your social channels. Ask what your audiences would prefer on a certain subject, what they’d like to see your office accomplish, and how you can ensure their children get the best education possible. Your community appreciates this version of an “open-door policy” on your social channels.
Tip #3: Be authentic. It’s not enough to repost generic leadership articles or what your school’s social media team has already posted. You have an authentic voice as the School Head—use it. Sure, you can repost that the basketball team’s first game was a success or the deadline for the capital campaign is coming up, but is that enough? Showcase your perspective to give your social media voice credibility.
An effective social media strategy takes effort and follow through, like any other initiative. Consider these tips with your social media team as you create your approach. Your team will be thrilled to have your engagement and input contribute your school's overall social media efforts.
Additional ISM Resources:
The Source for Advancement Vol. 14 No. 7 Purposeful Social Media Plans
The Source for Advancement Vol. 14 No. 3 Three Reasons Your Faculty and Staff Need to Be on Social Media
Additional ISM Resources for Members:
I&P Vol. 43 No. 4 Establish Best Practices for Managing Social Media Accounts
