Changing the Narrative: Using Social Media to Drive Community Engagement in Schools
Presenter: Mary Gayden
Description: This session will focus on how schools can strategically use social media to strengthen community engagement, improve public perception, and invite greater stakeholder investment in education. In many communities, schools face the challenge of negative headlines or accountability ratings that influence how the public views education. However, schools also have one of the most powerful storytelling tools available: the daily success, growth, and achievements of their students.
Participants will explore how intentional social media strategies can highlight positive student outcomes, celebrate school culture, and rebuild trust between schools and the communities they serve. The session emphasizes the idea that schools and communities function best when they operate as partners, and effective communication plays a critical role in maintaining that partnership.
The presentation will also address the importance of structured communication systems within schools. While anyone with a smartphone can capture meaningful moments, effective school communication requires clear policies, designated ambassadors, and trained communications leaders to ensure messaging remains professional, accurate, and aligned with district expectations.
In addition, participants will receive an introduction to basic social media analytics tools available on platforms such as Meta and TikTok. These tools allow schools to measure engagement, understand audience reach, and track the effectiveness of their digital storytelling strategies.
Educators and leaders will leave with practical strategies for organizing school communication efforts, responsibly managing social media content, and using digital platforms to highlight student success while strengthening school–community partnerships.