One of the key purposes for brands developing a presence on Facebook is to build a community and Facebook groups can be a great way for schools to achieve this.
Content in Facebook groups is currently being prioritised by Facebook with high engagement, and there are many strategies that schools could incorporate to take advantage today.
A representative of the school, such as the principal, could join a local parenting group and listen to the conversation about concerns they are having within the broader community.
Maybe some of these concerns can be made relevant to a school setting and you can propose potential solutions to reduce or solve some of the problems.
Addressing these parents’ issues online will contribute to that principal’s reputation as a leader within the community and will have a positive effect on the perception of the school itself.
It will show parents and caregivers that you value their opinions and care to make a difference.
Or, if you want more control over the conversation, create your own group for your school, invite current parents to join and start the discussion.
Schools can post photos and create videos or even create polls to gather key information from parents.
Facebook groups can be a great way for schools to alert parents of news, such as new playground equipment, arriving and departing teachers, and other important announcements that are generally reserved for the school newsletter.
You could even host a live Q&A session.
Currently, users receive a notification every time someone creates a new post, so it can be a great way to remind parents about important upcoming events.
Bear in mind, however, with more channels for communication comes more of a need for comment moderation, which can be time-consuming.
Groups can be a great way to build better, strong relationships with parents and should be considered as part of a broader Facebook marketing strategy.