Craig Verley

The clock may be ticking for TikTok as it faces a new law that could ban it in the United States later this month unless the U.S. Supreme Court steps in. Yet another major social media platform has had some serious issues since it saw an ownership change not too long ago. I know from experience that the same social media platform does not serve up many posts in the “following” tab that I know were posted by individuals I “follow.” Another senior member of the social media platforms club is increasingly being criticized for serving up fewer and fewer of user’s chosen friends or follows in timelines. Social media company algorithms are constantly changing as the companies try to squeeze out more money and keep people scrolling. In that process, your messages may or may not be reaching who you really want them to reach unless you are paying for it through sponsored posts. Some social media companies have also been known to struggle and have faced closure.

The point I am working towards is, you should not rely on social media channels to communicate to your important audiences of district employees, parents, students, and community.

Trust those important messages on what you own, and build the foundation of your messaging there as well. You most likely own your website, or at least your URL. So, even if your content management system goes belly up, you can move your site elsewhere while keeping your URL. Mass communication companies can also come and go, but your email and phone lists can be transferred easily.

Build your trusted voice in the channels you own and have control over.

You may be asking yourself; “aren’t we supposed to go where our audience is?” My answer to that is…”yes, but…” Go to those social sites, where appropriate. Just don’t build your communications house on the shifting ground of social media. When the social site zigs, will it zag your messaging and ability to reach your audience?

Hopefully, this comes as more of a reminder, or perhaps, a moment to stop and think about what your communications house is built upon.

Build that house on the solid property you own. Then you can adorn it with the social media of choice to help with your curb appeal. Then, as social media changes, it is easy to update your curb appeal without having to tear your communications down to the foundation and start over.