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SOCIAL MEDIA

When I became superintendent in Natick, Mass., I quickly learned that community conversations about schools don’t just happen in auditoriums — they unfold daily on neighborhood Facebook pages and online parent forums.

Leading the district through COVID-19, I learned key ways to use social media to enhance school communication. When I moved to the superintendency in nearby Newton, a larger and more complex district, the same pattern held true. Families want direct, trustworthy access to information about their schools and leaders.

At first, I resisted entering these digital spaces. Social media can feel like walking into a room where everyone is already in mid-conversation, and the superintendent is the last person people expect to see. But leaders cannot afford to leave those conversations unattended. Over time, I have come to see social media as an effective tool for building trust, transparency, access and connection between a community and its public schools.

Staying Grounded