In the same way that a company’s Facebook page is a representation of their brand, your school’s Facebook page is a representation of your school’s brand. Here are five things to consider if you are thinking about creating a page or even if your school has an existing page.
Create a Facebook page.
If you already have one, then this doesn’t apply to your school, but the first step is to jump in and create one! It’s 2015 and in today’s connected world, your Facebook page can serve as a great hub for communication. You can use this page to advertise for school events, remind students and parents about deadlines, announce snow days, and post pictures of the great things happening at your school.
Find someone (or even better, a group) to own it.
One of the main problems I see with the school Facebook pages that I come across is that they are not being managed. It is better not to have a page altogether than to have a page where a parent’s question is going unanswered, the information is outdated, or the last time someone posted something was months ago. Facebook is a social network, and if it isn’t being used for communication, then you are missing out on what it can bring to your school.
Remember this is an advertisement for your school.
You would be surprised at how many school websites and Facebook pages have misspellings and grammatical errors. Families will move to particular areas based on the schools, and some states offer open enrollment where families are not limited to schools within a certain mile radius, so take the time to put your best foot forward. Show pictures of your campus, students at the science fair, teachers leading clubs, and anything else you would like to highlight.
Facebook is a great communication tool.
When it comes to social media, some schools shy away because of the fear of negative comments or hot-button issues surfacing. But the truth is most people just want to be heard. If a parent, student, or anyone for that matter has a question or comment, respond to it. If you think the risk is too high, offer to take the conversation offline by providing the commenter with alternate contact information.
Look at what other schools are doing.
There are a lot of schools doing social media right. Their walls may need a fresh coat of paint or they may not be outfitted with the latest technology, but they know what makes their school important: their people. They are showcasing their teachers in action, their students in after-school clubs, and what makes their school unique. So go online and see what other schools are doing. Note what they are doing well, what they could be doing better, and circle back to the first point—create a Facebook page.