Over the past couple of years we've been able to watch the way over 2,000 schools communicate by following their Tweets on our 'Good News from Schools' feed.
As well as the tweets themselves, they link to videos, articles and other forms of content. While it's good to see schools using clear and consistent messages and brands, over time some schools go beyond this and start to communicate their real personality - not just what they'd like to be known for, but what it would actually feel like to be part of that school community - as a student, a parent, or a teacher.
So, how can you create this powerful connection with your stakeholders? Here are a few ideas from our observations and some examples of content that creates personality...
Rather than just focusing on the major events that happen around your school, look at what is happening in classrooms, or even in the playground on a daily basis - like this tweet from Barry Island Primary.
When you cover major events, don't just show what they look like to your target audience - show what it's like backstage at the play or in the staff room on World Book Day (as Maltravers School do below...)
This might seem like contradicting our recent article on 'how to create a content plan' that focuses on your key messages - but once you've set up a system for finding stories in your school you can find a little bit of time to break the rules and tell your stakeholders about the people in your school and your community, like this tweet from Pontarddulais Comprehensive.
Show how articulate and engaged your students are by getting them to comment on events - like this quick interview from Rydal Penros School.
5. Let students create content
It's difficult to know on Twitter who wrote the words and took the pictures - but it's great to encourage students to do this before you share stories (and even more so when you're writing for your school website or newsletter).
6. Don't worry too much about quality
None of the content above is perfect - but you're not trying to make your school perfect - it's a place full of real people where it is windy and people aren't trained presenters or actors!
7. Keep talking, sharing and listening
Once you've created this content and shared it, it's vital to keep in touch with your stakeholders and show you really are that school with that personality. Above all, thank people for their comments, answer their queries and take their ideas for further content seriously.
Please add your thoughts below!