News

10 ways to use social media to pass bond issues

By Lucille Renwick
November 10th, 2014

School leaders share social media strategies that successfully support district efforts

social-mediaAs the fight to get voter approval for bonds becomes more challenging, school district leaders and their supporters are tapping into Facebook, Twitter, and other forms of social media to win their campaigns.

“Schools that don’t use social media are missing out on one of the most effective forms of communication to large audiences and stakeholders,” said Rick Kaufman, executive director of community relations and emergency management for Bloomington Public Schools in Minnesota.

Social media campaigns have become especially important as more district leaders face tight budgets and a voter base reluctant to pay more taxes to finance repairs and new equipment–even as buildings age, technology grows obsolete, and other expenses mount.

Pattonville School District, in St. Ann, Mo., launched its Facebook page in July 2013, just a few months before its Prop P tax levy went before voters. Prior to that, the district’s only social media presence was a Twitter account with about 140 followers.

“We knew social media could play an important role in spreading accurate, factual information among parents and staff,” said Mickey Schoonover, director of school-community relations for the district.

(Next page: School leaders share their social media strategies)