In this episode of Tuesday Tips, Ashley MacQuarrie joined to discuss social media and enrollment—explaining what these platforms actually do and how to use them strategically.
Here are this session’s top 3 tips:
- Understand social media’s real role: awareness, not conversion. No platform—Facebook, Instagram, or TikTok—turns strangers into enrolled students on its own. They’re awareness tools that help your school get noticed. Your website, tours, and the school experience actually convert families. Most of your followers are already part of your community, so social media reinforces why they chose you, builds retention, and turns families into ambassadors who drive referrals. But it won’t fill your school through organic posts alone.
- You need both paid and organic content for different purposes. Organic content (your regular posts) builds credibility—prospective families check your page and see you’re active and real. But organic won’t help people discover you. Paid ads (even small budgets of $5-10/day) reach families who don’t know you exist yet. Organic builds trust with people who find you; paid helps them find you in the first place.
- Balance 60% community content with 40% enrollment calls-to-action. About 60% of content should show who you are—school culture, daily moments, student and family experiences. This builds connection and shows new families why they should join. The other 40% should invite action—open house reminders, enrollment deadlines, application instructions. Social media is social; it’s not just an announcement platform. You need both to build relationships AND provide information families need.
Watch the Whole Conversation Here
