I can remember when many schools raised their collective eyebrows at social media a few years ago. You could almost hearing them saying under their breath "Over my dead body!" That was probably because few people back then understood social media and what to do with it.
The way we used to market schools
Decades ago your beautiful school brochures and catalogs were the way you got the word out about your school and its mission. Those printed materials were expensive and time-consuming to produce. But that's all we had. Then along came the Internet. Schools built Web sites. Pretty basic ones at first. But as the technology advanced and professional graphic designers got their hands on those school Web sites, the result was a product just as elegant and compelling as any of those brochures and catalogs we used to have lithographed. While most schools still produce brochures and catalogs, most of these are done in house.
It seemed that you had barely got your Web site tweaked to dazzling perfection, replete with online applications, inquiries, video tours and all the bells and whistles 21st century Web designers could cram into them, when along came Facebook, YouTube, Twitter and Pinterest. Social media was suddenly socially acceptable. Not only was it acceptable but it was absolutely essential to include it as part of your marketing strategy.
Let's look at social media and see how best to use it to promote your school and its mission. As I usually do, I am focusing on
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