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school marketing news

4 simple steps to guide your school’s social media strategy

Posted by Melinda Webster

Social media strategySocial media is an amazing tool. It provides the opportunity to connect with current and prospective parents instantaneously, through a forum they use on a daily basis. We search for and absorb so much information online, so your school needs to acknowledge and embrace the notion that methods of communication are changing. Establishing a social media strategy is an ideal way to create a connection with parents by communicating what is happening within your school. Here are four simple steps to guide your school’s social media strategy:

  1. Use social media to drive traffic to your website
    Before creating your social media strategy, it’s important your website is up to scratch, as it will act as an anchor to each social media channel you employ. Once you have taken the steps to ensure your website is well designed, easy to navigate, features relevant information and is mobile friendly, you can link up your social media portals. This will generate traffic to your website and increase your school’s reach. Post news that will grab the attention of parents and spark interest for further information. It’s also a great way to show off your school’s ability to communicate professionally and in turn, assures parents you can provide a supportive and inclusive schooling environment.

  2. Choose your channels
    When choosing your social media channels, it’s vital to consider who will be posting your content and monitoring your pages. You may have a small dedicated team or appointed staff members, but it’s important your content ‘speaks with one voice’. Your messaging should be consistent in tone and style, with a focus on communicating your school’s value. Avoid choosing too many channels – focus on the social media sites most relevant to your audience: prospective parents. Facebook and Twitter for example, are a great opportunity to connect and feature content that links back to your blog or website. Aim to post content that will interest your followers enough for them to comment and share.

  3. Plan your posts
    Spend time planning and creating a content calendar beforehand. This should map out the content you intend to post and how regularly to plan to do so. During this process, you should consider questions such as:

    • What is the purpose of this post?
    • Who is the intended audience for this post?
    • What will it achieve for my school’s brand identity, what message am I communicating with this content?
    • Are people likely to share this post?

    Start by posting content relating to your school’s achievements, aided by engaging imagery. Create posts aimed at prospective parents and reserve housekeeping content for internal portals that only your current school community has access to. Commenting on relevant, educational articles or seminars you have attended via Twitter, can position your school as a thought leader among educators. Take care not to bombard your followers. Post relevant content, consistently.

  4. Make the most of images to convey your school’s spirit
    Images are one of the best ways to communicate life at your school. Ultimately, this is what concerns parents most. Current parents are interested in gaining an insight into their child’s school experiences and prospective parents want to gauge if your school is right for their child’s individual needs. Capture and share quality images of your students spreading school spirit while engaging in activities such as fundraisers, school performances and sporting activities. Of course, always ensure you have written parental permission before sharing images of students online.

Ultimately, social media lets you reveal the essence of what your school can offer and you can craft your message to communicate what sets your school apart.

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This blog was written by Melinda Webster

As Account Manager at imageseven, Melinda is committed to the unique journey of every client to bring their ideas, hopes and value to fruition. Originally from Sydney, her newest passion is exploring the beauty of the West Coast.


Topics: Education, Social media, imageseven, Communication, Social media management, Marcom, Social media marketing, School marketing strategy, School marketing, School