Lets Reimagine Social Media For Schools
I recently met a friend, who works as an administrator at an upcoming school. Her job is to set up the processes. She also coordinates marketing activities. The school wants to attract students. It has a great campus, good teachers and excellent facilities. The school is uses a mix of traditional as well as digital marketing.

She is not satisfied with the school’s digital marketing. The school focusses on using social media, SEO, emailers and website. I reviewed their digital marketing. It can improve.

First good things

1. Schools are using digital medium as a key marketing channel.
2. Social media is at the core of their digital outreach.
3. They have real budgets for the schools.

Now bad things

1. Digital is an afterthought
Most schools still focus on print media. Only a small part of the budget goes to digital marketing.

2. Unclear digital strategy
Most agencies who are servicing schools treat them like other clients such as FMCG or Sports or Apparels. They should understand that schools are different than brands. It has different TG, objectives and outcomes.

3. Where are the real students?
Most schools’ online presence is to invite queries. They do not address kids, who are at the core.
What’s the way out?
It’s time to reimagine social media for schools.

1. Schools are not detergent brands
Schools don’t market buildings, tennis courts, classrooms, buses and canteens. Instead, they market future generation. Therefore, social media for schools can not be same as that of detergents or any other product.

2. Connected world
Industrial age is over. Schools have to change too. Never before kids were more connected. Never before kids and adults have access to the same sophisticated tools such as tablets, phones and content.

3. Extra/co-curricular activities
If kids get a chance to combine their hobbies and interests with the structured pedagogy, then they will be very different professionals. Sir Ken Robinson talks about this. Social provides a great opportunity.

How should schools use social media?
Schools should look at using social as a parallel pedagogy channel, except it flows in all directions.

1. In-house teams
Schools should develop in-house teams. For agencies schools are another account. Teachers or administration staff can get training to manage their social media.

2. Online Magazine
Schools should aim at developing a vibrant online presence. Think of it as replacement of school magazines. It will not only act as a go to place for the school kids, but document the year’s history. Our online magazine Know Q Out is good example.

3. School’s online community
Most schools have strong alumni focus. With social media in place there can not be a better way to connect current and past students.

I started my career as a teacher. Now when I am a digital professional, I am inquiring how schools and educational institutions can use digital. I will explore more.