Schools and colleges need well-structured social media plans to maximise positive online engagement and manage negative comments effectively, says public relations expert Ryan Hyman. Here, he shares top tips and advice.

Social media: A strategy for success

In today’s digitally connected world, social media plays an essential role in how schools and colleges communicate with their communities. From promoting events to celebrating student achievements and engaging parents, these platforms offer a valuable space to connect. However, managing negative comments and safeguarding the institution’s reputation remains a challenge.

Schools and colleges often approach social media with caution. While some see it as a tool for fostering engagement, others are hesitant due to potential pitfalls like safeguarding issues, image permissions, and how to handle negative feedback.

How can schools and colleges harness the power of social media while managing its risks? This article explores best practices for social media planning, tips for encouraging positive engagement, and strategies for handling negative comments.

Why social media matters for schools and colleges

In the UK, social media is now more popular than traditional media among adults up to age 45,* making it essential for schools and colleges to embrace these platforms. Social media provides an opportunity to reach a wide audience, including current parents, future students, staff, and even potential employees. It helps foster a sense of community, improves communication, and offers a transparent view of school and college life.

Despite these benefits, many schools and colleges remain reluctant to embrace social media. Concerns about safeguarding, capacity, and negative feedback often act as barriers. When used strategically, however, social media can be a powerful tool for reputation-building and improving communication.

Planning content to encourage positive interactions

The key to successful social media engagement is planning. Schools need a structured strategy to maximise positive interactions and make the most of their online presence. Social media is not just a platform for formal updates but a space for conversation, interaction, and community-building. Here are some key considerations for creating an effective social media plan:

1. DEFINE YOUR GOALS Ask yourself why you are using social media and what you want to achieve. Is it to showcase student achievements, provide updates to parents, or to recruit new staff?

2. IDENTIFY YOUR AUDIENCE Who are you trying to engage with? Is it parents, students, staff, prospective employees, or the wider community? Understanding your audience will help tailor your content.

3. CHOOSE YOUR PLATFORMS Different social media platforms serve different purposes. Consider which platforms are most appropriate for your target audience. Facebook and Instagram are popular with parents, while LinkedIn may be more effective for recruitment.

4. DECIDE ON YOUR CONTENT What type of content will resonate with your audience? Will you post about school or college events, staff achievements, or student success stories? Images and videos can be more powerful to ‘show’ your setting’s culture. Make sure your content reflects the values and ethos of your institution.

5. SET A POSTING SCHEDULE Regularity is key to keeping your audience engaged. Plan a consistent schedule for posting content – whether daily, weekly, or bi-weekly – and use scheduling tools to maintain consistency. And remember, you can schedule posts to appear later.

6. REVIEW ENGAGEMENT DATA Regularly assess how your posts are performing. What content resonates with your audience? Use this information to refine your strategy and improve future posts. By following a well-thought-out plan, leaders can create a steady stream of positive content that engages their community and strengthens their online reputation.

Managing negative comments

No matter how well-planned your social media strategy, negative comments may still happen. Whether it’s a complaint about a school policy, concerns over an event, or a misunderstanding, negative feedback can be challenging to manage. The following advice can be helpful for handling negative comments:

1. MONITOR, REVIEW, AND ASSESS The occasional negative comment should not cause panic. Instead, see it as an opportunity for feedback. Monitor your channels regularly, review the comments, and assess whether they reflect genuine concerns or simply a misunderstanding.

2. AVOID DELETING COMMENTS While it may be tempting to delete negative comments, this can often backfire. Deleting comments can appear as if you're trying to censor opinions, which may escalate the situation. Only remove posts that are offensive or harmful.

3. DON’T ENGAGE IN ARGUMENTS Social media isn’t the best place for debates. If you disagree with a comment, remain calm and respectful, and suggest taking the conversation offline if necessary.

4. ACKNOWLEDGE AND RESPOND Agree an approach to how you’ll respond to more accusatory comments (for example, a parent who feels they haven’t had a response from the school or college). Acknowledging such responses publicly and redirecting the conversation offline can help to show that you are open and willing to listen and address any concerns.

5. DEALING WITH PERSISTENT NEGATIVITY In cases of ongoing negative comments, it’s important to set clear boundaries. Schools and colleges should have policies in place to manage persistent or malicious comments, including the option to block or report users if needed.

What if the situation spirals out of control?

On the very rare occasion a negative situation may escalate beyond your control, it’s important to have a plan to deal with it. If this happens, it’s important to remain calm and respond quickly and thoughtfully. Acknowledge the situation with empathy, provide clarity and explain the next steps. If a mistake was made, a simple apology can reset the conversation. Social media moves quickly, and a negative comment may grab attention for a short while, but the news cycle moves on. Continue with your regular content plan, which helps drown out negativity and ensures your online presence remains positive.

Conclusion: Staying in control of your social media presence

Social media offers both opportunities and challenges for schools and colleges. With a well-crafted content plan and clear strategies for managing negative feedback, schools and colleges can use social media to build relationships, improve communication, and strengthen their reputation.

By being consistent, transparent, and responsive, schools and colleges can turn social media into a powerful tool for engagement while maintaining control over their institution’s online presence.

FIND OUT MORE

Ryan Hyman is Deputy Managing Director of Athene Communications. He also delivers courses as part of ASCL’s Trust Leaders: Executive Programme (www.ascl.org.uk/execprog)

Email Ryan at education@athenecommunications.co.uk or visit www.athene-communications.co.uk

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