Using Social Media to Communicate With Families

In today’s digital world, social media has become one of the most powerful tools school leaders can use to communicate with families, celebrate students, and build a strong school culture. With platforms such as Facebook, Instagram, and X (formerly Twitter), schools have the opportunity to reach literally millions—possibly billions—of people instantly with the click of a button.

Why Social Media Matters

Parents and community members are already scrolling through their phones multiple times a day. By showing up where they already are, schools can become a consistent, trusted voice in their news feeds. A single Facebook post can be seen by hundreds of followers, be shared widely, and even boost school pride beyond the school walls.

Instagram offers a highly visual way to celebrate students and showcase learning, events, and special occasions. Twitter/X is great for short updates, quotes, and sharing quick wins or newsworthy moments.

What Makes a Good Post?

Effective posts are simple, visual, and positive. Photos of students smiling, working hard, or participating in fun events always draw attention. Add a short, enthusiastic caption that shares what’s happening and why it matters. Keep your tone authentic and student-focused. Include hashtags or tag local organizations and community partners to increase visibility.

Limit the number of photos on any one post to 20 or fewer. If you have more pictures, consider multiple posts. Videos can also be used effectively. Keeping videos to less than three minutes is my rule of thumb for maximum engagement. If you have longer videos, post them to your YouTube channel and share the link.

Remember to always get the proper permissions when sharing photos of students, and focus on celebrating the moments that families want to see: children learning, growing, and being part of something special. Our school has an opt-out policy, meaning we can share pictures of any child unless a parent tells us in writing not to do so.

Timing Is Everything

Posting consistently, and at the right times, can increase your reach. Aim to post during times when your audience is most likely to be online. According to the website Sprout Social, the best and worst times to post on each platform are:

Facebook

• Best times: Monday – Friday, 9 a.m. – 1 p.m.
• Worst day: Sunday

Instagram

• Best time: Monday – Thursday, 10 a.m. – 2 p.m.
• Worst day: Saturday

Twitter (X)

• Best times: Tuesday–Thursday, 10 a.m.–2 p.m.
• Worst day: Saturday

Make It a Habit

The key to growing your audience and impact is consistency. Posting at least once a day can help your school stay top of mind. Designate a few minutes each day to post, or schedule content in advance using tools such as Facebook Creator Studio or social media scheduling apps such as Hootsuite. Encourage your team or a few key staff members to take photos and send them your way. It doesn’t have to be a one-person job!

Do a Double-Check

Before hitting “send” on a social media post, it’s a good idea to double-check your content, spelling, tone, photo, and message. A quick review can prevent embarrassing typos, unclear messaging, or misunderstandings. Once a post is live, it’s there for the public to see, and while you can edit or delete it, you can’t always control how quickly it spreads. Taking an extra minute to review can protect your school’s reputation and ensure that your message is positive, professional, and clear.

Saying It Twice

Posting the same content multiple times can be a smart strategy. With algorithm adjustments and busy newsfeeds, not every follower will see your post the first time. Repeating key messages at different times of day or on different days of the week increases the chances your audience will catch it.

Repetition reinforces your message, making it more memorable. Whether it’s a reminder about an event, a celebration of a student success, or a call to action, sharing it more than once ensures that your messages get noticed and remembered.

A Word About Comments

Engaging with comments on social media is an important part of building trust and connection. However, knowing when to reply and when not to is just as important. When someone asks a clear, respectful, or logical question, you can respond with a thoughtful and accurate answer. This shows that your school is listening and values communication.

Not every comment deserves a reply, however. If a comment is argumentative, inflammatory, or clearly intended to provoke, it’s usually best to stay silent or block it. Just because you’re invited to an argument doesn’t mean you need to attend. Choose responses that reflect your values, keep the focus on students, and maintain a positive tone.

Choose Your Platforms

Choosing the best social media platform for your school depends on your audience and your goals. Facebook tends to be the most effective overall, because it reaches parents and community members, supports longer posts, and allows for event promotion and photo albums. Instagram is great for visually capturing school spirit and engaging students and younger families with eye-catching images.

X is useful for quick updates, celebrating student or staff achievements, and connecting with other educators, but it might have a limited parent reach. Ideally, schools should choose the platform where their families already are, but using all three in a coordinated way can maximize communication and community connection.

Build a Culture of Sharing

The most successful school social media pages are supported by a culture of storytelling. Encourage teachers and staff to “see the good” every day and snap photos of student achievements, classroom projects, and displays of school spirit. When sharing becomes the norm, your content will be diverse, authentic, and representative of the whole school community.

By using social media effectively, school leaders can tell their school’s story with pride and purpose. It’s more than marketing—it’s building trust, celebrating success, and connecting your school to the community it serves. Start small, be consistent, and make celebrating students a daily habit worth sharing.

Matthew Moyer is principal of Rupert Elementary School in Pottstown, Pennsylvania.