School Runs on Rules. Your Social Media Shouldn’t.

Every morning, students walk into school between the lines. The crossing guard holds the sign. Cars stop. It’s predictable, smooth, and safe—and that’s how it should be.

But if your school’s content looks like that—calm, routine, expected—don’t be surprised if no one stops to read it. Safe isn’t what gets noticed. It’s not what drives enrollment. It’s not what makes a parent say, “That’s what I want for my child.”

Your programs can follow the plan. Your classrooms can stay on schedule. But your messaging? That’s where you show what makes your school different.

This is what schools are built for: safety, structure, order. But if your content looks just like your crosswalk—predictable and expected—don’t be surprised if no one stops.

Most school content looks the same.

It highlights a successful program, a smiling child, and a colorful hallway display. It checks the box, but it doesn’t dig deeper.

Every school does something for the Holidays. Every school does crafts. Every school celebrates milestones. What makes your school different isn’t that you do these things—it’s how you do them, and what they mean to the people experiencing them.

The real value is in the details we often skip: the moment a teacher noticed something small and meaningful, the first time a child tried something new, the words a parent said that stopped you in your tracks.

Want people to stop scrolling?

You don’t need theatrics. You need presence.

There is presence in the details, the feeling, and the way you reflect on what matters to your families.

Before you hit "post," ask:

• What about this moment would surprise someone?

• What emotion might a parent feel if they saw this in real life?

• What did this moment do for a child, not just what did the school do?

That’s the difference between content that performs and content that connects.

Try This Prompt:

"Ask me a few questions about [insert program/moment] to help me uncover its deeper meaning. Help me identify what made this moment emotionally meaningful, how it reflected our school's values, and what I want families to take away about who we are and what we stand for. Then help me shape that into a post that connects."

Because safety is expected. But stories that make people feel something? That’s what makes them stop.