The principal as an effective communicator: Increasing parental and community engagement through the use of digital communication and social media

Considerable research provides clear evidence for the relationship between student achievement and the engagement of parents and community members with their local schools through meaningful involvement of parents, families, and members of the community. The purpose of this mixed-methods research study is to find evidence supporting building principals in communication efforts which engage students' families thus contributing to student learning and achievement. The growing expectation that educational leaders use digital communications and social media to engage others has been met with some success by some building administrators and school district leaders.;This study focuses on the communication skills and behaviors of principals and the resulting effects on public perception and engagement. Qualitative, focus-group interviews were conducted with principals at both the elementary and secondary levels. Survey data was gathered from parents and community members measuring attitude and perspective. Results suggest effective principals are aware of the impact of digital communications and social media and are becoming more strategic in their use of such tools. Participants report increased involvement in school activities as a result of their efforts. Survey results indicate most parents and community members (83%) rank their local school most favorably. Principals effectively using digital communications and social media meaningfully engage a variety of parents and community members knowing their involvement can lead to improved student achievement.