School Administrators' Use of Social Media with Stakeholders to Build Social Capital



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The purpose of the study was to examine elementary school administrators’ practices and perceptions of using social media to communicate with stakeholders and explore recommended social media communication practices to build social capital. Data collected with the Social Media as a Tool to Effectively Communicate with Stakeholders Survey and interviews revealed the social media tools used by Texas elementary school administrators and their comfort levels, perceived effectiveness, benefits, concerns, and recommended practices. Overall, participants reported social media as an effective communication tool that can promote positive public relations. However, more professional development is recommended to promote effective implementation and responsible use. Research findings support the further development of school administrator communication practices to develop social capital with stakeholders.