“It really just builds trust...having that consistency, having those relationships...your brand is noticeable and it’s recognizable.”

—Noel Adamson

 In two recent episodes of Peachjar Extra Credit, Matthew discussed the role communications plays in connection—from supporting the rollout of key district initiatives to the significance of social media, particularly in connecting high school students with their community. These conversations emphasized the importance of family-school partnerships. They also provided a comprehensive view of how school districts can effectively utilize social media to enhance community engagement, foster transparency, and showcase the achievements of their students and staff. These discussions also exemplify the importance of authentic storytelling and relationship-building in digital communication strategies, and how impactful those relationships can be when meeting student and family needs. 

Marie Russell, Director of Communications and Family Engagement at Turlock Unified School District (TUSD), talked about the establishment of their Family Resource Center (FRC). Marie had extensive experience in various previous educational roles, which provided her a unique perspective on community needs. The process of developing the FRC was driven by the need for better family outreach and support, especially following the challenges of the pandemic. The TUSD team efforts were guided by the RPIE (Research, Planning, Implementation, Evaluation) framework and Marie and her team successfully converted two classrooms into the FRC—which includes meeting spaces, offices, and a food pantry. Community partnerships and local organizations, such as Second Harvest of the Greater Valley and Legacy Health, continue to play a key role in its success, as they contribute financially and through various donations. 

Marie also highlighted TUSD’s commitment to connecting with students, parents, and the broader community through platforms like Instagram, X, and Facebook. The district is focused on sharing real stories and experiences that resonate with their audience, which fosters a sense of pride and community connection. This proactive communication approach can become particularly invaluable during challenging times, such as the pandemic, where keeping families informed was critical. The district also continues to encourage feedback from the community, acknowledging that two-way communication builds trust and helps tailor their outreach efforts to better meet the needs and interests of their families. The establishment of a Family Resource Center Advisory Council, composed of community members and students, also ensures that the center remains responsive to local needs and serves as a platform for communication.

“Our community is looking for ways to give... this is a way that our community partners, our businesses can very easily find ways to connect with us.”

—Marie Russell

Marie and Matthew anecdotally discussed the importance of community partnerships, but how do you connect with your community to foster those relationships? Kayla Holmes and Noel Adamson from Huntington Beach Union High School District shared their insights for just that—leveraging social media. They shared their thoughts on effective social media practices, emphasizing the importance of authentic storytelling, relatable content, and building connections when looking to encourage a sense of belonging.

“There’s not really one cookie-cutter way to do it... but we’ve found just making the content fun, showing off student faces, and telling student stories is going to connect with our 14-year-olds to our grandparents.”

—Kayla Holmes

Social media has become an essential tool for schools and communities alike, serving as a dynamic platform for engagement and communication. As highlighted in the conversation Matthew had with Kayla and Noel, the content shared on these platforms shapes the perceptions of schools—helping them connect with students, parents, and the broader community. In an era where visual engagement is paramount, districts are encouraged to showcase their unique stories and achievements through authentic content. 

Kayla and Noel share the following tips for school districts looking to create vibrant online communities that reflect their values and culture while enhancing communication and enabling stronger community relationships.

• Authentic Storytelling: Prioritize sharing genuine stories and experiences to foster connection and community pride. 
  • “We really like to focus on the storytelling and all of the successes that are happening at all of our schools... without that storytelling piece, some people may never know about it.”—Kayla Holmes
  • Extra Credit Tip: Content doesn’t have to be perfect or elaborate. Authentic, everyday moments can resonate well and attract engagement. 
    • Remember, recognizing and celebrating small achievements or activities can be just as impactful as larger events.
• Visual Content: Prioritize dynamic, engaging content—especially videos—as that can significantly increase outreach and visibility. Video is more engaging than static graphics or text, and it helps capture the attention of parents and the community. 
  • Extra Credit Tip: Keeping the content light-hearted and fun creates a welcoming and positive atmosphere on social media.
• Understanding the Audience: Tailor content to the specific demographics of the student and to what resonates with parents and students in your school or district. 
• Collaboration: Involve students, staff, and community members in content creation. Encouraging collaborative participation fosters enthusiasm but also leads to more authentic and relatable content that resonates better with the audience.
  • While focusing on collaboration, it is important to ensure equitable coverage across school sites. You can track which schools are being featured to ensure balanced representation.
    • Extra Credit Tip: Utilizing a calendar and being proactive about reaching out to various schools can help ensure equity.
• Foster Relationships: Maintain ongoing communication with student groups and staff for collaboration.
  • Kayla and Noel noted that regular meetings with their ASB (Associated Student Body) leaders help keep everyone engaged and informed about upcoming events and activities.
• Flexibility and Trends: Stay aware of popular social media trends and incorporate them into your content strategy where appropriate. Remember, authenticity will shine through. The goal is not to create perfectly polished and trendy videos—as content that is too polished may actually yield less engagement.
  • Note: Trends may help increase visibility and engagement, but are not the end-all-be-all of social media.
• Keep It Fun
  • Focus on creating light-hearted content that reflects the school’s spirit and accurately portrays your brand and offerings. Engaging with the community through enjoyable content builds a sense of belonging.

Authentic storytelling and collaborative content creation on social media platforms enable community connection and, ultimately, support for impactful projects like a Family Resource Center. By prioritizing building genuine connections with students, families, and local organizations, districts can foster a sense of belonging and pride within their communities. As districts continue to navigate the evolving landscapes of education and social media, one trend continues to stand out—when it comes to building stronger family-school partnerships, consistency and authenticity are key.