Social Media Marketing for Schools: Top Platforms & Best Practices

Social media is a crucial tool for schools, and it goes far beyond sharing schedule updates and reminders about special events. Schools can use it to connect with parents, engage students, and share achievements to improve cohesion and improve the overall performance of the entire community.  A well-planned approach can make a big difference.

By choosing the right platforms and following best practices, schools can create meaningful connections and build a stronger organization inside and out. This guide will walk you through the top platforms, their benefits, and strategies to make the most of them.

Top social media platforms for schools in 2025

1. Facebook: Connect with parents and the community

Advantages

Facebook is a trusted platform for families and communities. Many parents are already using it, which makes it a natural choice for schools. It allows you to share updates, events, and important announcements in one place. Groups can help parents connect with one another and engage with school activities. With its wide user base, it’s also a great tool for reaching alumni.

Tips

• Create a school page and keep it active with regular posts.
• Use groups to encourage communication among parents. You can even sort this by grade level or graduation year.
• Post updates about events, achievements, and important dates.
• Respond to comments and messages to maintain good engagement.
• Monitor settings to ensure privacy for student-related posts.

2. Instagram: Showcase school life through visual storytelling

Advantages

Instagram is a strong platform for sharing photos and videos. It’s especially effective for reaching students and younger parents. Visual content like sports highlights, classroom moments, and event photos help build a sense of connection. Instagram Stories are another way to share updates and keep your community engaged.

Tips

• Focus on high-quality images and videos that represent your school’s activities.
• Use captions to provide context and encourage interaction.
• Take advantage of Stories for quick updates and behind-the-scenes content.
• Use hashtags to make your posts easier to find.
• Regularly interact with comments to build a stronger connection.

3. X: Real-time updates and announcements

Advantages

X is ideal for sharing quick updates and announcements. Schools can use it to inform parents about last-minute schedule changes or event reminders. It’s also a good platform for promoting events and sharing links to more detailed content. Its real-time nature makes it great for live event coverage.

Tips

• Consistently post updates to keep followers informed.
• Use hashtags to increase the visibility of your posts.
• Follow local organizations and education groups to stay connected.
• Engage with replies to encourage two-way communication.
• Avoid sharing sensitive or private information to aid student safety.

4. YouTube: Educational content and virtual experiences

Advantages

YouTube is perfect for longer-form video content. Schools can post virtual tours, class projects, or recordings of special events. It’s also useful for sharing educational content, such as tutorials or lectures. This platform allows schools to reach a wide audience while offering valuable information.

Tips

• Create a channel dedicated to your school’s content.
• Upload videos that highlight events, achievements, and unique programs.
• Use clear and descriptive titles to help viewers find your videos.
• Encourage students and teachers to contribute creative content.
• Regularly check comments for any inappropriate messages and moderate as needed.

5. TikTok: Engage students with creative content

Advantages

TikTok is a popular platform for short, creative videos. Schools can use it to engage students by sharing lighthearted and fun content. It’s a good way to connect with younger audiences and show a more informal side of your school. Challenges, trends, and student-led content often perform well here.

Tips

• Keep videos short and focus on engaging visuals.
• Participate in trending challenges that align with your school’s values.
• Allow students to contribute ideas for content, under supervision.
• Use captions to explain the video’s purpose or add humor.
• Monitor comments to maintain a safe and positive environment.

6. LinkedIn: Professional networking and recruitment

Advantages

LinkedIn is useful for connecting with alumni, recruiting staff, and showcasing professional achievements. Schools can use it to highlight academic programs, faculty awards, or partnerships with other organizations. It’s also a platform where your school’s reputation can grow among professionals and potential donors.

Tips

• Share updates on awards, research, and special programs.
• Highlight job openings and encourage applications from qualified professionals.
• Use posts to connect with alumni and encourage their engagement.
• Maintain a professional tone in all posts.
• Focus on quality over quantity for content shared on LinkedIn.

Benefits of social media for schools

Better connections with parents, students, and alumni

Social media makes it easier for schools to stay connected with their community. Parents can follow updates about events, achievements, and changes to schedules. Alumni can stay informed and engage with their former school. Students can share their experiences and feel more involved in school activities.

Enhanced visibility for student and faculty accomplishments

Social media allows schools to showcase the hard work of students and staff. Sharing awards, projects, or other achievements builds pride within the school and creates a positive image for the broader community. These posts often encourage interaction and support from followers.

Efficient communications for school news and updates

Platforms like X and Facebook help schools communicate quickly. Whether it’s a snow day, an upcoming event, or an emergency, social media ensures that news reaches people promptly. It complements traditional methods of communication like emails or newsletters.

Increased enrollment thanks to better visibility

Parents looking for the right school often research online. Active social media pages with engaging content help potential families learn about the school’s environment and values. Sharing photos, videos, and testimonials gives prospective parents a better sense of the community.

Challenges of social media for schools

Ensuring student privacy and compliance with FERPA guidelines

One of the biggest concerns for schools is protecting student privacy. Schools subject to U.S. jurisdiction must follow the Family Educational Rights and Privacy Act (FERPA) and other privacy laws when sharing content. This means avoiding posts that reveal sensitive information about students. Schools also need clear policies for gaining permission to share photos or videos featuring students.

Creating content that appeals to diverse age groups and interests

Schools often serve a wide range of audiences. Parents, students, alumni, and staff all have different interests. Crafting content that engages everyone can be a challenge. A mix of updates, visuals, and announcements can help reach more people while keeping the content fresh and varied.

Managing negative feedback and public criticism

Social media opens the door for public comments, both positive and negative. Schools may face complaints or criticism on their posts. Responding calmly and professionally can help resolve issues. It’s also important to have a plan for dealing with inappropriate comments, including clear guidelines for moderation.

Allocating time and resources for consistent content creation

Maintaining an active social media presence takes time and planning. Schools often struggle to keep up with regular posting while managing other responsibilities. Tools like Jetpack AI Assistant can ease the workload by helping schools create content more efficiently. With Jetpack, staff can generate ideas and draft posts, saving time for other tasks.

What can a school’s social media strategy be used for?

To highlight your school’s unique academic and community strengths

Social media gives schools a platform to share what makes them special. Academic programs, extracurricular activities, and community partnerships can all be highlighted. These posts help showcase the school’s strengths to current and prospective families.

To share updates on events, achievements, and announcements

Social media keeps your community informed about what’s happening. Regular posts about events, student accomplishments, and important dates help parents and students stay connected. These updates also serve as a record of the school’s activities.

To build a sense of pride and community among students and parents

Posting about achievements, school traditions, and celebrations can strengthen community ties. When students and parents see themselves represented on social media, it creates a sense of pride and belonging.

To facilitate enrollment by showcasing the school’s environment and culture

Prospective families often look at a school’s social media presence to understand its values and culture. Sharing photos, videos, and testimonials gives them a glimpse of the school environment. This helps families feel more confident in choosing the school for their children.

To drive traffic to your school’s website for deeper engagement

Social media posts can direct people to your school’s website for more detailed information. Whether it’s a blog post, enrollment form, or calendar update, linking back to the website increases visibility and engagement.

To celebrate milestones and create lasting memories for the school community

Whether it’s graduation, a championship win, or a school anniversary, social media is a great way to celebrate milestones. These posts honor achievements and preserve memories for the school community to look back on.

How to create a school’s social media strategy in 9 steps

1. Define your school’s social media goals

Start by identifying what your school wants to achieve through social media. This could include increasing engagement with parents, boosting enrollment, or celebrating student accomplishments. Clear goals will guide your content and help you measure success.

2. Identify and understand your target audiences

Think about who you want to reach. Parents, students, alumni, and staff have different needs and interests. Tailor your content to appeal to each group. For example, parents may appreciate updates about events, while students might engage more with fun and creative posts.

3. Highlight what sets your school apart

Focus on what makes your school unique. This could be academic programs, extracurricular activities, or community involvement. Showcasing these strengths helps your school stand out and builds pride among your audience.

4. Gather inspiration from what other schools are doing

Look at how other schools use social media. Take note of what works well and what doesn’t. This research can spark ideas for your own strategy and give you a sense of current trends.

5. Choose social media platforms that suit your audience

Not every platform is right for every school. Focus on the ones your audience uses most. For example, Instagram might work well for reaching students, while Facebook is better for parents and alumni.

6. Assign roles and build a dedicated social media team

Social media management works best with a team. Assign specific tasks such as content creation, scheduling, and responding to comments. If resources are limited, even a small team with clear roles can make a big impact.

7. Establish social media policies and guidelines for staff

Create policies that outline how staff should use social media. This includes privacy rules, posting guidelines, and how to respond to comments. Clear policies protect your school’s reputation and ensure consistency.

8. Plan ahead with a comprehensive content calendar

A content calendar helps you stay organized and consistent. Use it to schedule posts in advance and balance different types of content. Planning ahead reduces the stress of last-minute posting and keeps your pages active.

9. Choose the right automation tools to increase efficiency

Automation tools save time and make social media management easier. Jetpack Social is a great option for schools using WordPress. It helps schedule and share posts efficiently, ensuring your audience stays updated.

Combined with Jetpack AI Assistant, schools can create engaging content quickly, leaving more time for other responsibilities.

Best practices for school social media management and content creation

1. Prioritize student privacy and adhere to legal compliance

Protecting student privacy is essential. Always follow FERPA guidelines and other relevant laws. Avoid sharing personal information, and get consent before posting photos or videos of students. Clear policies help maintain trust and safeguard your school’s reputation.

2. Leverage automation tools for consistent and timely posting

Posting consistently keeps your audience engaged, but it can be time-consuming. Automation tools like Jetpack Social help schools schedule posts in advance. This ensures regular updates without adding to your daily workload.

3. Incorporate engaging visuals, videos, and interactive media

Posts with visuals typically get more attention. Use photos, videos, and infographics to make your content more engaging. Short videos, polls, or interactive stories can encourage students and parents to interact with your posts.

4. Maintain consistent branding and messaging across platforms

A consistent look and tone help build recognition. Use the same logos, colors, and taglines across platforms. Keep your messaging professional and aligned with your school’s values to build trust and credibility.

5. Highlight testimonials from parents, students, and alumni

Positive feedback from your community builds confidence. Share testimonials that show how your school has made a difference. These stories resonate with prospective families and strengthen your online presence.

6. Actively engage with comments, messages, and polls

Responding to questions or comments shows that your school values communication. Keep responses polite and timely. Use polls or Q&A sessions to encourage more interaction and create a sense of community.

7. Encourage community participation and user-generated content

Invite parents, students, and staff to contribute content. This could include photos from events or reflections on school programs. User-generated content adds authenticity and strengthens community bonds.

8. Host contests or challenges to boost community engagement

Simple contests, such as a photo or art challenge, can increase participation. Offer small rewards or recognition to encourage more involvement. Make sure the rules are clear and inclusive for everyone.

9. Regularly review analytics to refine content strategies

Analytics provide insights into what works and what doesn’t. Use metrics like engagement rates and follower growth to guide your strategy. Adjust your content based on what resonates most with your audience.

Frequently asked questions

How often should a school post on social media?

Consistency matters more than frequency. Most schools find success posting 3–5 times a week. The key is maintaining a schedule that matches your resources. Use automation tools like Jetpack Social to help plan and post regularly without overwhelming your team.

What kind of content resonates most with parents?

Parents value updates that are informative and personal. Highlight achievements, share event reminders, and post photos of school activities. Testimonials and success stories about students also resonate well. Keep the tone friendly and focused on building trust.

How can schools involve parents in their social media initiatives?

Parents can contribute by sharing content, participating in polls, or providing testimonials. Schools should encourage this by hosting challenges or inviting them to submit photos from school events. Make it easy for parents to engage by providing clear instructions.

How can schools create engaging video content for platforms like YouTube?

Start with short, focused videos. Highlight events, projects, or unique programs. Make sure the content is visually appealing and easy to follow. Involve students and staff to add authenticity. Consistent branding, like logos or colors, helps reinforce your school’s identity.

What are some common mistakes to avoid in social media marketing for schools?

Avoid sharing sensitive information or posting inconsistently. Make sure all content aligns with your school’s values and messaging. Monitor comments regularly to address any negative feedback quickly. Don’t forget to review analytics to improve your strategy over time.

What’s the importance of consistency in social media branding for schools?

Consistency builds recognition and trust. Use the same colors, fonts, and logos across all platforms. A unified tone and message make your school look professional and reliable. This also ensures your audience knows what to expect from your content.

What tools can schools use to automate their content creation and posting?

Automation tools like Jetpack Social can simplify the process of scheduling posts and managing multiple platforms. Jetpack AI Assistant helps schools create engaging and polished content quickly, reducing the time needed for brainstorming and writing. Together, these tools allow schools to maintain a steady online presence with less effort.

Jetpack Social & AI Assistant: Helping schools succeed on social media

Managing social media for a school involves juggling many tasks, from planning posts to engaging with your audience. Jetpack Social and Jetpack AI Assistant offer practical solutions to make these tasks easier and more efficient.

Simplify social media posting with Jetpack Social

Jetpack Social is a plugin for WordPress that helps schools save time while staying consistent. It allows you to schedule and share posts directly from your website to multiple top social platforms, although it does not currently support X/Twitter. This streamlines the process of keeping your community informed and engaged. By automating post sharing, schools can focus more on creating meaningful content and less on manual updates.

Create better content with Jetpack AI Assistant

Jetpack AI Assistant, included with the Jetpack plugin, can help schools produce high-quality content quickly. From generating ideas for posts to crafting professional captions, it reduces the workload for your team. With the AI Assistant, schools can ensure their content is polished and engaging, even with limited time or resources.