With billions of users, social media platforms offer an excellent opportunity for schools to reach out to potential parents and local communities. However, there is often a debate between the importance of followers and engagement in social media posts.
Followers are undoubtedly important; they represent the number of people who have opted to see your content on their feed, and who have consciously ‘liked’ or 'followed' your page. Having a large number of followers can make your school look more popular and reputable, and it can also increase the likelihood of your content going viral. However, having a large number of followers does not necessarily mean that they are engaged with your content.
Engagement refers to the interactions that your content receives, such as likes, comments, and shares. High engagement rates are an indicator that your content is resonating with your audience - which can ultimately lead to a stronger relationship with your followers, and will enhance the overall reputation of your school. Engagement can also help to increase the visibility of your content, as it signals to the platform's algorithm that your content is popular and relevant to your audience.
Ultimately, both followers and engagement are important for a successful social media strategy. Having a large number of followers can give your school credibility, while high engagement rates can increase visibility and lead to more loyalty among your followers. Don’t forget: an engaging social media post is highly likely to be talked about by parents and carers at pick-up times – and this in turn can then bring more followers to your page or channel.
Engagement should be the primary focus; aim for content that resonates with your audience and encourages engagement, rather than simply focusing on increasing your follower count. Remember: a small, engaged audience is far more valuable than a large, inactive one!
To grow your reach and increase your engagement, get in touch with our social media experts on info@mitchelldigitalmedia.co.uk or 01249 588228. We specialise in managing social media for the education sector and have proven results with dozens of schools, academies and multi-academy trusts.