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Why Social Media Matters

School Communication in the Digital Age

Why is it so critical that school leaders embrace social media? And when they're ready to start, what's the best first step? Here’s everything you need to know to begin building a social media platform that nurtures relationships and garners support from your key stakeholders, including step-by-step instructions on how to use three of today's most popular tools for social media: Twitter, Facebook, and blogs.


  • Reflect on and apply concepts with Next Steps found throughout each chapter.
  • Review current research that explains why the transition to social media is timely and accessible.
  • Use online tools to open dialogue for a more informed, supportive two-way relationship with the community.
  • Explore different forms of online communities.
  • Gain steps to create an effective, healthy online presence.
  • Understand the value of social media for crisis management.

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Why Social Media Matters

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Chapter 1: The Change
Chapter 2: The Hyperconnected Community
Chapter 3: Leading the Change
Chapter 4: Planning Your Debut and Creating an Online Platform
Chapter 5: Facebook 101
Chapter 6: Twitter 101
Chapter 7: Blogging 101
Chapter 8: Crafting Social Media Guidelines
Chapter 9: What We Say and How We Say It Matter
Chapter 10: Listening to Social Media
Chapter 11: Crisis Management and Social Media
Chapter 12: The New World—It's Just the Beginning


Chapter 2

Chapter 4

Chapter 5

Chapter 6

Chapter 7

Chapter 8

Chapter 10