Managing social media in schools isn’t just about posting updates—it’s about building trust, engaging your community, and sharing the right information at the right time.
In this webinar, Sarah Loyd, Head of Product Success and Evangelism at Social News Desk, sits down with two experienced school communicators, DeAnn Hays from Middle Tennessee State University and Robyn Chastain from Kennewick School District, to discuss best practices, proven workflows, and tools that make social media management more strategic and impactful.
1. The Evolving Role of School Communicators
Social media has transformed how schools communicate. DeAnn highlights the importance of student teams in covering events and staying on top of trends, while Robyn emphasizes the scale of managing hundreds of social media accounts across a large district. Both stress that social media is now a 24/7 platform, requiring new strategies for engagement and responsiveness.
2. Building Trust and Transparency Online
From real-time monitoring of conversations to responding quickly to misinformation, schools are finding ways to stay ahead and communicate transparently. Tools like Social News Desk enable communicators to reach thousands of followers efficiently, ensuring that important updates are delivered clearly and consistently.
3. Creative Campaigns that Resonate
DeAnn shares a fun campaign, MTSU Majors as Jellycats, which highlighted university majors with playful stuffed animal analogs—a strategy that sparked high engagement from students. Robyn highlights the power of positive storytelling in challenging situations, like recognizing students who reported safety concerns.
4. Balancing Positive and Sensitive Content
Communicators must navigate tricky topics while maintaining authenticity. DeAnn explains the value of pausing during sensitive moments, sharing only critical information, and providing resources. Robyn describes partnering with local authorities to communicate safely and accurately during sensitive situations.
5. Coordinating Content Across Departments
Centralized workflows are key. DeAnn acts as the “gatekeeper” for MTSU’s main accounts, ensuring content is cohesive and timely, while Robyn relies on student content contributors and Social News Desk to streamline submissions and approvals across a district with over 100 accounts.
6. Leveraging Templates and Shared Resources
Hashtags, brand guides, and content templates keep messaging consistent and on-brand. Both schools utilize structured resources to ensure all content reflects their institution’s values and identity.
7. How Social News Desk Makes a Difference
From calendar management to real-time monitoring and analytics, Social News Desk simplifies content planning, reduces duplicate posts, and gives teams a single source of truth. This frees communicators to focus on strategy and creativity rather than administrative tasks.
8. Advice for Schools Getting Started
DeAnn: Build a student team—students are invaluable eyes and ears across campus.
Robyn: Tie social media efforts to strategic goals and use metrics to demonstrate impact.
Ready to take your school, district’s, or university’s social media to the next level? Start your free trial or schedule a demo today at socialnewsdesk.com/demo and see how easy social media management can transform your school’s online presence.
