High School Athletics Social Media Strategy: Tips from Top ADs

It’s no secret that social media has become essential for schools to promote their athletic programs and connect with fans. The problem most Athletic Directors face is not having a background in social media strategy or content creation. Without the right experience or training, it can be difficult to know what to post and how to grow engagement on top of already demanding responsibilities.  

Recently, we hosted a webinar with ADs and experts from across the country who shared their practical tips and social media strategies for high school sports without stretching time and resources.  

Our panel in this webinar included: 

• Chris Price, Head Girls’ Basketball Coach at Edna Karr High School in Louisiana  
• Devin Jones, Educator & Communications/Digital Media Consultant, Edna Karr Alum 
• Josh Mathews, Athletic Director at Pope High School in Georgia
• Paul Jones, Athletic Director at Sunny Hills High School in California
• Rafael Sevilla, Athletic Director at Modoc High School in California

Success Is Not Linear: Building Your Social Media Presence One Post at a Time 

Devin Jones emphasized that low engagement and limited interactions when first getting started should not discourage schools. Consistency over an extended period is more important than immediate success. Growth on social media is a gradual climb rather than a sprint.  

Even when schools start to see success on social media, that doesn’t mean every day is filled with viral hits. Success varies, and schools should focus on the long-term process.  

Meet Them Where They Are: Choosing the Right Platforms for Your Community 

Different audiences interact with different platforms, so it's important that schools understand who they are communicating with. Paul Jones used an example of students preferring Instagram, while parents and alumni might be more active on Facebook. 

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Using multiple platforms to speak to different audiences is a great way for schools to reach their community effectively without spreading themselves too thin.  

From the Classroom to the Field: Humanizing Student-Athletes Beyond Game Day 

Most students’ athletic careers will end once high school is over. It’s great to promote the player who will be going off to play Division I; however, those who are not going on to the collegiate level also deserve the spotlight.

Fans want to celebrate these athletes during their time in high school, so give them their story. Devin Jones says this can be beyond highlights on the field, including academic achievements, community involvement, or overcoming personal challenges.  

This doesn’t have to be a big-time commitment either. Short, creative interviews or spotlights can do wonders for the school community, like Josh Mathews and his “Walking with the AD” series.  

Why Every Program Needs Its Own Voice 

Multiple panelists encourage schools to have accounts for each sport to highlight their unique stories.   

TLDR: Key Takeaways for Your Program 

ADs looking to improve fan engagement with social media should:

• Be consistent and remember that success takes time

• Choose platforms based on your audience 

• Spotlight and humanize your student-athletes  

• Encourage each program to tell their unique story 

Next Steps 

Ready to elevate your program's social media game? Tools like Fan Zone are making it easier than ever to get started with automated graphics. Contact us to get started today.