At Gloucester County Institute of Technology (GCIT), we’ve learned that social media isn’t just a tool—it’s one of the most effective ways to engage students, parents, and the wider community. As a teacher, I’ve seen firsthand how platforms like Instagram, Facebook, YouTube, Twitter/X, and LinkedIn allow us to celebrate achievements, share important updates, and give the public a real look into daily life at our school (GCIT, n.d.-a; GCIT, n.d.-b; GCIT, n.d.-c; GCIT, n.d.-d; GCIT, n.d.-e; GCIT, n.d.-f). Each of these platforms serves a different communication purpose, and we use them deliberately to reach the right people at the right time.
Instagram, for instance, is the best way to engage students. Our school’s account frequently shares short videos, event photos, and behind-the-scenes views of classrooms and student work. These posts, such as student takeovers or sports highlights, make students feel seen and connected to campus life (GCIT, n.d.-b). Facebook plays a different role—it’s where we post school announcements, community events, and our principal’s weekly newsletter. This platform is ideal for reaching parents and local supporters (GCIT, n.d.-c). Twitter/X helps us share real-time updates like athletic scores and schedule changes (GCIT, n.d.-d). We also use YouTube to broadcast graduation, student performances, and academy spotlights. For example, families who can’t attend in person can watch big moments like graduation live on our YouTube channel (GCIT, n.d.-e). LinkedIn is used more professionally to showcase alumni success stories and promote partnerships with local businesses (GCIT, n.d.-f).
This kind of audience-specific communication strategy reflects the transactional model of communication described by Baran (2023), where both sender and receiver are active in the process. Social media allows our audience to respond instantly through comments, shares, and reactions. Every post is part of a larger two-way conversation. This interactive style has helped us strengthen relationships and build trust in our school brand. And as Baran also explains, social media gives users and organizations alike the ability to bypass traditional gatekeepers. GCIT doesn’t have to rely on news coverage—we can promote our students, programs, and events directly to the public (Baran, 2023).
One reason this works is because our communication is consistent and intentional. Every platform plays a different role, and together, they form a complete communication ecosystem. As Smart Insights (2023) notes, users spend an average of 2.5 hours per day across 6 to 7 platforms. GCIT’s strategy matches that behavior by providing valuable content across channels that our audience already uses. This approach is especially powerful for prospective students, who can learn about our academies by watching YouTube videos or scrolling through tagged posts on Instagram.
As part of our communication planning, we also make sure important content—like our weekly newsletter, which is shared both via email and on social media (GCIT, n.d.-a). That way, parents and guardians never miss critical updates. These newsletters are also archived publicly, which increases transparency and shows the community what we’re doing each week. Even our livestreamed graduation ceremonies and student recognitions, hosted on YouTube, serve as digital storytelling that celebrates student success and connects extended families (GCIT, n.d.-e).
What GCIT has achieved through social media is a layered, meaningful connection to its community. Our storytelling aligns with Baran’s (2023) argument that social media acts as both mass and interpersonal communication—it informs large groups, but it also builds personal ties. Through thoughtful messaging, multimedia content, and audience interaction, GCIT demonstrates how a public school can use social media as a modern, strategic communication tool.
References
Baran, S. J. (2023). Introduction to mass communication: Media literacy and culture (12th ed.). McGraw-Hill Education.
GCIT. (n.d.-a). Gloucester County Institute of Technology. https://www.gcit.org/
GCIT. (n.d.-b). GCIT Instagram. https://www.instagram.com/gcitcheetahs/
GCIT. (n.d.-c). GCIT Facebook. https://www.facebook.com/gcit.go/
GCIT. (n.d.-d). GCIT Twitter/X. https://twitter.com/GCITCheetahs
GCIT. (n.d.-e). GCIT YouTube Channel. https://www.youtube.com/@gloucestercountyinstitutete8044
GCIT. (n.d.-f). GCIT LinkedIn. https://www.linkedin.com/school/gloucester-county-institute-of-technology/
Smart Insights. (2023, February 14). Global social media statistics research summary 2023. https://www.smartinsights.com/social-media-marketing/social-media-strategy/new-global-social-media-research/