Social media has changed the communication landscape for school districts in ways that don’t get easier to manage over time. Families expect to see what’s happening in their children’s schools. Community members form opinions based on what they read—and don’t read—in their feeds. And staff, students, and programs that never get featured can quietly begin to feel invisible in the broader district story.
The challenge for most districts isn’t understanding what social media could do. It’s finding the capacity to do it well, consistently, across all the schools and programs worth highlighting. When content creation falls to people who already have full-time responsibilities, the result is usually either inconsistent posting or content that feels like an afterthought rather than a reflection of what’s actually happening in classrooms and buildings.
Donovan Group’s Social Media Services give school districts a steady, professional source of content—written, designed, and structured around the stories and communication goals that matter most to your community.
What Social Media Services Include
A social media engagement with Donovan Group is built around original content created specifically for your district—not repurposed templates or generic graphics dropped into your district’s colors. Every piece of content is developed to reflect your district’s voice, your brand, your audiences, and the stories happening across your buildings.
Services are structured around what your district needs and can include:
Original written posts tailored to your district’s voice, priorities, and community
Custom social media graphics designed to complement each post and reflect your brand
Photo and video content integration, incorporating authentic moments from your schools
A content calendar that maintains a mix of topics, schools, buildings, and audiences
A staff content submission system to share stories, photos, and videos from within
Platform-ready content adapted for the channels your district uses
Support for stakeholder interaction, including guidance on responding to engagement
Optional social media management for districts seeking more comprehensive support
The result is a consistent presence that gives families and community members a meaningful view of the people and programs that make your district distinctive.
We are committed to meeting federal ADA accessibility standards in the materials we create.
Two Ways to Structure Social Media Support
Social media services can be structured to fit your district’s situation and capacity:
Content Creation Support
Donovan Group regularly develops original content for your staff to review and post. Your team controls your accounts while gaining access to professionally written and designed content that reduces staff time and creative burden.
Content Creation Support
For districts seeking a more comprehensive solution, Donovan Group can take a more active role in managing your social media presence, including posting and helping your team recognize and respond to community interactions.
Either approach can be integrated into a broader communication strategy or bundled with Donovan Group’s other services as part of Comprehensive Ongoing Services.
Built to Tell Your Full District Story
One of the most common patterns in school district social media is that the same schools, programs, and moments get featured repeatedly while others go largely unnoticed. That’s not usually a reflection of what’s happening across the district—it’s a reflection of where content is easiest to find.
Donovan Group builds a content-gathering system designed to surface stories from across your district. Teachers and staff have a clear, streamlined way to submit what’s happening in their classrooms and buildings. A content calendar keeps coverage balanced across schools, grade levels, programs, and audiences. And the people who spend their days focused on strategic communication handle the writing and design, so staff can focus on the work—and let us handle the story.
Frequently Asked Questions
We create original social media content and graphics tailored to your district’s brand, voice, audiences, goals, and communication priorities. Services can include written posts, custom graphics, photo and video content, content calendars, and support for gathering stories and visual content from schools and staff.