School Communication 2.0: Exploring Recommended Social Media Practices

ID: 52521 Type: Brief Paper
  1. Heather Bowman, Michelle Giles, Amy Orange, and Jana Willis, University of Houston-Clear Lake, United States

Tuesday, March 27 3:40 PM-4:00 PM Location: Banneker View on map

Presider: Jeffrey Carpenter, Elon University, United States

Abstract: The purpose of the study was to determine elementary school administrators’ practices and perceptions of using social media to communicate with stakeholders and explore recommended social media communication practices. Using the Social Media as a Tool to Effectively Communicate with Stakeholders Survey and interviews to collect data, findings revealed the social media tools used by elementary school administrators in addition to comfort levels, perceived effectiveness, benefits, concerns, and recommended practices. Overall, participants reported social media as an effective communication tool that can promote positive public relations. However, more professional development is recommended to promote effective implementation and responsible use. Research findings will support the further development of school administrator communication practices to develop social capital with stakeholders.

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