Skip to main content

5 Key Stakeholders in Education That Should Be Empowered by Social Media

By June 27, 2018June 23rd, 2022No Comments

Withington Girls School Personal Branding

A school’s biggest asset is it’s people.

Head teachers, Leadership Teams, Heads Of Department, Teachers, Pupils, Parents, PTA’s.

I know that. You Know that. We all know that.

It’s written in to policies about how children should act on the way to and from school, its broadcast in press releases about exam results and alumni are shouted about from the rooftops.

On social media it’s different – a school’s biggest assets are ignored in favour of 1 person in 1 department of which social media is but a small part of their job.

With 83% of the UK population using social media, it’s time for schools to take social media as seriously as traditional media.

Here are the key stakeholders in education and how they can use social media for good.

Head Teachers should lead by example when it comes to social media.

I can understand a hesitancy for heads to use open platforms such as twitter, even though 95% of what happens on twitter is positive.

But the amount of head teachers on LinkedIn that have a handful of connections and don’t regularly update about the great things happening in the school is shocking.

A head is often a focus point for relationships with the wider business community and if a head isn’t promoting what is going on in the school, they are demoting what is going on in the school.

I truly believe that the way a head approaches social media has a knock on effect as to how the teaching staff, pupils and parents use social media.

Social Listening is important for a leadership team.

They need to understand the sentiment of what people are saying about their establishment.

They need to follow trends in education across the nation.

They need to look at how other educational establishments are using social media to promote themselves with positive social PR.

Without social media, you are in an enclosed echo chamber from the outside world.

The leadership team need to know how to follow trends, use social search capabilities and to be advocates for the school.

The schools that truly excel at social media realise that there needs to a spotlight on individual departments.

Sports is a natural fit for this and an obvious one that fits well with social media.

It features heroes, tragedy, and triumph over adversity, team work, fantastic stories and lots more.

But we need to look beyond sports and shine a light on all departments in schools.

We need to celebrate literature and English, STEM, Business Studies, Arts and the whole range of what a school offers.

But if the head of department doesn’t understand social media none of this happens.

“Everyone is a media company”

It’s a phrase we use in business circles.

And it’s a phrase that schools need to adopt.

In this sense the teachers are the journalists sourcing the best stories and photographs to feed up to the editors (the heads of department) to distribute to the wider world.

There are stories happening every single day in a school.

We’ve just forgotten to look for those moments and learn the art of storytelling in the modern age – which is through the social media lenses!

Whichever path you take there is one thing that remains true

“Your Reputation Is What Opens Doors” or “Your Reputation Closes Doors”

How do we give the next generation the best possible chance of achieving their dreams?

In 2018 you know more about people from what they post on social media than the time you spend with them face 2 face

Social Media plays such a huge part in your personal brand because often it’s the 1st impression, the last impression and the lasting impression of someone.

Twitter, LinkedIn, Facebook, Instagram, Snapchat and so on can be used to have fun with friends – and that’s fine.

Or you can use those platforms to build an audience that makes your dreams come true?

We need to empower pupils to build the best possible personal brand so that they achieve what they want to after formal education.

How to build relationships with the wider community and influence people?

PTA’s play vital roles in helping a school – both in time and in funding.

So how do they build relationships with local businesses that can help them support their objectives?

Local businesses are asked on a daily bases for charity prizes, time and more – so does your PTA stand out amongst the 365 requests a year for help.

Social Media plays a huge part in communicating a positive proactive message.

Some of the worst examples of social media usage I see are not from teenagers.

They’re from middle aged adults.

I didn’t grow up with social media.

I grew up in the days of landline phones and dial up internet.

The difference was I grew up knowing how to use social media for good.

Many grow up with a total lack of self-awareness and set a bad example to their teenage children on social media.

Chat to about Social Media Marketing for YOUR School or College, so we can better understand YOU and what will grow your organisation

We can deliver Social Media Training sessions on Teacher Training Days or for pupils as part of their curriculum

Look at our Social Media Training and Social Media Management services


Please call Alex on 07806774279 or email

Download banner

Alex McCann

Author Alex McCann

More posts by Alex McCann