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7 of the Top Social Media Rules for Private Schools

Let’s face it, striking the right balance on social media to attract new students and retain current ones can be challenging. Your private school may miss out on a vast student and parent base without an online presence. However, bombarding your audience with excessive posts can result in losing their interest. So, how can you effectively engage your social media audience without risking their disengagement?

In many ways, cultivating a social media following is similar to building real-life relationships. Imagine attending a networking event—would you prefer to connect with someone who genuinely engages you in a meaningful discussion about your interests or who relentlessly tries to sell you something? Similarly, your private school can keep students and their families interested and engaged by fostering a friendly rapport on social media. Instead of simply broadcasting information, initiating conversations and actively listening to your audience can go a long way in building connections.

Remember, your goal is to reach your ideal student body, many of whom are active on social media platforms. You can effectively grow your private school by sharing compelling and share-worthy content through the appropriate channels. And when in doubt, incorporating pictures of puppies, kids, and cats is always a good idea. After all, it is the Internet, and such content tends to resonate with a wide audience.

Now, let’s explore the top seven social media marketing rules for private schools:

Top 7 Social Media Marketing Rules for Private Schools

1. Offer Exclusive Opportunities

Everyone loves a good opportunity, and your social media followers, i.e., students and their parents, are likely to respond positively to the news and personal stories about what is happening at your school. By providing them with behind-the-scenes looks and making them feel like insiders or VIPs, you can foster a stronger connection and encourage them to stay engaged with your private school’s social channels.

2. Utilize Analytics

To make the most of your social media efforts, targeting the right audience is crucial—the prospective students and parents most likely to enroll in your school. Fortunately, numerous tools are available for tracking the reach and impact of your social media messages. Consider exploring the variety of social media analytics tools Sprout Social provides and use the data obtained to create actionable plans that effectively reach your target audience.

3. Prioritize Engagement Over Promotion

While making every post about your school may be tempting, constant self-promotion could turn off students and their families. Instead, focus on serving your audience by providing helpful and engaging content that naturally promotes your school.

Follow the 70-20-10 Rule

Follow the 70-20-10 Rule

Your posts should be:

  • 70% Informational: benefitting your audience with advice, education, news, updates, and insights.
  • 20% Emotional: through your core values, company culture, fun or funny content, or inspirational messages.
  • 10% Promotional: Directly promote your school.

4. Engage in Conversations

Many private schools overlook the social aspect of social media, arguably the most critical element. Following the lead of entrepreneur Gary Vaynerchuk said, “Listening is the point. That’s why I took off. I answered people’s questions, created context, etc. Then they would click on my profile and see who I was and what I did, and that’s how I built it, slow and steady.” (Source: NY Times; Alt Source: Google WebCache) This slow and steady approach builds trust and establishes your school as an approachable and reliable educational institution.

5. Create Shareable Content

Not every post, tweet, or video needs to be a masterpiece, but investing time and care into your content can go a long way. Susan Gunelius wrote, “The more amazing content that you publish online through your social media profiles and branded destinations, the more people will want to share it with their audiences” (Source: Business Insider). By publishing insightful, funny, or otherwise captivating content, you increase the likelihood of it being shared, providing your private school with valuable exposure. While you can’t guarantee a viral post, thoughtful content, and attention-grabbing headlines can help your posts stand out.

6. Tailor Posts Appropriately

Understanding the nuances of each social media platform and posting content accordingly can significantly enhance the professionalism and impact of your posts. Familiarize yourself with the best practices for each platform, such as knowing the recommended image sizes for different social media channels. For example, posting a longer message may work better on Facebook than on Twitter, while a short video might be more suitable for YouTube, Instagram, or TikTok. By mastering the fundamentals of posting, you can better satisfy your audience and keep them engaged.

7. Listen and Learn

When it comes to social media, being a good listener is essential. Susan Gunelius said that social media marketers should “read your target audience’s online content and join discussions to learn what’s important to them.” (Source: Entrepreneur) By joining discussions and staying up-to-date with industry news relevant to your private school, you can gain insights into what matters to your readers. This knowledge allows you to create valuable content and spark conversations that add value to their lives rather than overwhelming them with unnecessary clutter.

Final Thoughts

Remember, social media isn’t a perfect solution, and maintaining the social aspect is crucial. Building a strong online presence for your private school requires a balance of engaging content, active conversation participation, and a genuine interest in your students and their families. Feel free to reach out if you need assistance with utilizing social media effectively, balancing your marketing efforts, and attracting new students while retaining existing ones.

Image of the author - Hannah Kilpatrick

Written By: Hannah Kilpatrick |  Wednesday, June 07, 2023

Hannah Kilpatrick Cube Creative DesignHannah Kilpatrick graduated from Western Carolina University in 2021 with a Bachelor of Science in Communication with a Minor in Marketing and a Concentration in Public Relations. She has been around social media since its creation. (Meaning, she was in the first grade when Facebook became available to the general public.) As our very own professional Gen-Z, Hannah is a whiz when it comes to social media creation and paid advertising.