Social Media In Education: How Schools, Colleges And Universities Can Use It Well

Educational institutions have a complex relationship with social media. They serve multiple audiences simultaneously – prospective students, current students, parents, staff, alumni, funders and the wider community – each with different needs and expectations. They operate under duty-of-care obligations, safeguarding requirements and reputational sensitivities that add layers of complexity to what other organisations might treat as routine communication. And yet social media offers genuine opportunities for engagement, recruitment, alumni relations and community building that are difficult to replicate through other channels.

Recruitment And Prospectus Building

For universities and colleges, social media is increasingly central to the student recruitment journey. Prospective students research institutions extensively on social platforms before applying – looking not just at what official accounts say but at student-created content, informal impressions and the sense of community that emerges from the feed. A university with a vibrant, authentic social media presence communicates something that a glossy prospectus never could: what it actually feels like to be there.

Student takeovers, open day live streams, Q and A sessions with academics, and content that showcases student life honestly and in a variety of voices all build this picture. The most effective institutional social media teams are those that have found ways to amplify genuine student voices rather than simply broadcasting institutional messages.

Safeguarding And Age-Appropriate Practice

Schools in particular must navigate safeguarding requirements carefully. Policies around the photography and naming of pupils, parental consent for any content featuring minors, and the monitoring of interactions on public-facing accounts are not bureaucratic inconveniences – they are essential protections. Any school social media strategy must be built on a solid policy foundation that is reviewed regularly and communicated clearly to staff.

Staff use of personal social media in relation to pupils, parents and the school is also an area that benefits from clear guidance. The boundary between professional and personal is more permeable on social media than in physical settings, and ambiguity creates risk. Jisc publishes detailed guidance on social media policies and best practice for educational institutions across all phases.

Alumni Engagement And Community

Alumni are among an institution’s most valuable assets – as potential donors, advocates, mentors, employers and connectors. Social media, particularly LinkedIn and Facebook groups, provides a practical infrastructure for maintaining these relationships over time. Regular content that acknowledges alumni achievements, invites participation in events and provides value to the professional lives of graduates keeps these communities active and connected.

Crisis Communication In An Educational Context

Schools and universities face a range of situations – safeguarding incidents, campus emergencies, controversial decisions – that require rapid and carefully considered communication. Having established social media channels with an engaged audience means that accurate information can be disseminated quickly, reducing the risk of rumour and misinformation filling a vacuum.

Sustained Management Across A Complex Organisation

Educational institutions often have multiple departments, faculties and societies all wanting a social media presence. Coordinating these through clear governance and consistent social media management from a company like 99social prevents fragmentation and ensures the institutional brand is maintained coherently.

Social media, handled thoughtfully, reflects and reinforces the values that make an educational institution worth attending.