The Role of Social Media in K-12 School Brand Engagement Activities

Abstract

The purpose of this paper is thus to ascertain the value of social media in increasing brand interest for K-12 international schools. In the current world, social media platforms have gained significant importance as the channels through which schools, colleges and universities can disseminate their core principles and ideals, their accomplishments and the various activities undertaken in the society. In this paper, the author focuses on the research as to how K-12 international schools making use of social media in narrating the stories of their brand engagement initiatives, developing the community and gaining loyalty from students, parents, alumni and other members of the society in particular. Through analysing different types of social media activities and their consequences the research reveals the efficiency of social networks in creating favorable brand associations. The study provides useful information for the practical application of social media initiatives in areas that do not only contribute to increasing the schools’ visibility and engagement but also to improving the general brand reputation of K-12 international schools. This paper offers a synthesis of the present literature and effective practices used by these schools, which can be used as a reference for educational organisations that want to better enhance the efficiency of their engagement with the brand’s audiences through social media.