Building Visibility and Connection Through Social Media
In today’s digital age, school leaders are often encouraged to embrace social media not just for announcements, but for connections. When researching for this topic, I tried to find something that would speak to me as a principal. One example came from Principal Zac Bauermaster of Lancaster County, Pennsylvania. Through short posts—like “Fist Bump Fridays” and hallway greetings—he shows his relationship with students, capturing a positive school culture for all to see. A People magazine feature revealed that 100% of students at his school reported having a trusted adult there—a testament to his visible leadership (Alonso, 2024).
As a high school principal, I can appreciate Bauermaster’s attempt to connect with students and the larger community. Middle and high school students are very different, making the things that work for Bauermaster very different than what would work for a secondary setting. With that said, what is the same is the importance of being present, approachable, and seen.
His success made me reflect on how social media can support efforts at building relationships. Research confirms this: social media, when used responsibly, can deepen engagement, build community, and enhance communication across age levels (University of San Diego, (n.d.). In education, social media platforms offer ways to share the life that happens during the school day, including preparation for those days.
The article makes me wonder: what if I captured more candid moments with students and staff—moments that reflect our high school’s culture? Instead of staged pictures, I’m talking about real snapshots: a warm smile in the hallway, a classroom conversation, a teacher being recognized, etc.
I believe that even high schools can benefit from using this as an example of the effects of social media. When students and teachers see their principal engaging in everyday school life—and the community sees glimpses of learning and connection—the result is growth in the community across all levels. As the San Diego article points out, social media is most effective when it’s used to build community, encourage participation, and model responsible communication (University of San Diego, (n.d.).
To sum it up, I want to make more of an effort to capture and share our school culture. I’d be curious to know if these snapshots would make an impact on our families, students, and community. As Prothero (2024) states, schools have a big role to play in supporting students´ digital agency¨.
References
Alonso, M. (2024, June 4). Viral principal ensures over 400 students have trusted adult at school. People.
https://people.com/viral-principal-ensures-over-400-students-have-trusted-adult-at-school-exclusive-
Prothero, A. (2024, March 22). How teaching kids ‘digital agency’ can make social media a positive place
for them. Education Week. https://www.edweek.org/leadership/how-teaching-kids-digital-agency-
can-make-social-media-a-positive-place-for-them/2024/03
University of San Diego. (n.d.). Social media in education: Can they improve the learning? Professional
and Continuing Education. https://pce.sandiego.edu/social-media-in-education/
Ashley,
ReplyDeleteWhat a positive story to feature! One of my favorite observations you made was that an administrator should be “present, approachable, and seen.” I strongly agree this idea, which is also supported by research. Studies show that “school leaders who are visible improve staff morale, communicate better with parents, know more students, and generally improve the climate and culture of their schools” (Fiore, 2013, p. 14).
I love your idea of using social media to share snapshots from the school day. Lawrence (2022) argues that in addition to being a connection to credibility, “[e]thos is also closely tied to our values and belief systems” (p. 17). By sharing the smiles and authentic conversations you suggested, you would be communicating the belief that your school’s culture is one of belonging and community. I hope you can make this happen!
References
Fiore, D. J. (2013). School-community relations, third edition. Routledge.
Lawrence, D. (2022). Digital writing: A guide to writing for social media and the web. Broadview Press.
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ReplyDeleteI saw this post going around on social media, and I love that you chose to highlight it from a principal's perspective; I think it shows that “performative” social media will never match the kind of authentic storytelling that was more common before social media became the norm. Principal Bauermaster shows how visibility and presence can translate into measurable trust. The statistic that 100% of students reported having a trusted adult because of him proves that what they captured wasn’t just cute or viral, but a genuine, meaningful reflection of a principal who is doing a really hard job exceptionally well.
ReplyDeleteThe heart of its virality also reflects, I hope, broader trends in digital communication, where authenticity consistently outperforms polished but impersonal content (Hofstetter & Gollnhofer, 2024). Lawrence (2022) echoes this in his book, noting that “Real people and real stories almost always perform better... than inauthentic, stock, or stale content” (p. 108). When school leaders share genuine moments, even if social media is a “highlight reel” of sorts, I think it still accomplishes the task of showing what the school truly stands for through its everyday culture. I really love your idea of capturing the more candid moments at HHS, and I think your community will too!
References
Hofstetter, R., & Johanna Franziska Gollnhofer. (2024). The creator’s dilemma: Resolving tensions between authenticity and monetization in social media. International Journal of Research in Marketing, 41(3). https://doi.org/10.1016/j.ijresmar.2024.07.001
Lawrence, D. (2022). Digital writing: A guide to writing for social media and the web. Broadview Press.