Cambridge Edition February 2020

EDUCAT ION

THE INTERNET, AND SOCIAL MEDIA IN PARTICULAR, HAS OPENED UP NEW WAYS TO COMMUNICATE FOR SCHOOLS AND PARENTS School s G e t Social

WORDS BY CHARLOTTE PHILLIPS

also the reassurance of seeing that your child’s teachers have the digital know-how that matters when it comes to crafting timely, well honed messages. Social media is an immensely powerful tool, explains Dave Watkin, assistant head at Culford School, who notes that: “The power of social media is bringing to life the stories of the school in real time.” And that’s particularly valuable where, as at Culford, parents include a mix of locals and families who may be thousands of miles apart. “In the international boarding market, it’s keeping parents who may be at a distance from their children engaged in their child’s day to day life,” says Dave Watkin. Facebook and Twitter are probably the best-used social media channels, but you’ll also find schools on Instagram and YouTube, as well as LinkedIn. Even Pinterest features, though used less to promote schools than as a fabulous visual resource where teachers can inspire and support pupils with images and teaching aids, all with a weblink back to the original site.

chools might have been slightly slower than their pupils to take to social media – but boy, are they making up for it now. It’s a rare school that doesn’t have its own Facebook page, and they’ve taken to Twitter like ducks to water – or should that be a birdie to tweets? And who can blame them, given the number of different audiences they’re able to reach. Take King’s Ely, which reaches out to “current families, members of staff, the students themselves and former students,” says Jordan Day, head of media and public relations at the school. “Our website and social media platforms are also a fantastic way for prospective families to get a feel for all the opportunities that are on offer here at King’s Ely, and what a vibrant community we are.” Parents don’t have to move far from a comfy chair to see what their child’s school has been up to on an hour-by-hour – almost minute-by-minute – basis. Over a 24-hour period on Twitter, whizzy events and activities reported in 280 characters or less by local schools included successes in sport (a winning hockey fixture), a successful brush with gourmet cookery (no taste buds harmed in the process), the unveiling of a new pupils’ art exhibition and a cyber skills-sharpening session. On Facebook, another school in our area was gearing up for an open day with the unmissable offer of a free teddy bear for every visiting child (it’s a safe bet that interest was high, possibly unbearably so...). In addition to showcasing classroom- to-playing-field news and views, there’s

“Parents don’t have to move far from a chair to see what the school has been up to”

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