High school athletics have always been about community, but reaching that community has never been easier than it is today. With social media platforms and tools like Fan Zone, athletic directors can transform how they engage fans, celebrate student-athletes, and build lasting connections far beyond the final whistle.
The Numbers Don't Lie: Social Media Drives Results
Recent data shows that high schools using social media see a 15% increase in event attendance, while up to 50% of fans rely on these platforms for game updates and highlights. However, the impact goes beyond just filling bleachers—it's about creating memories that last a lifetime and showcasing the incredible achievements of student-athletes who deserve recognition.
"We try to harness social media to control our narrative," explains Bill Koch, Athletic Director at Jefferson Township High School in New Jersey. "Social media has really helped us celebrate what we're doing here in Jefferson and engage our alumni across the country."
Starting Small, Thinking Big
Managing social media can feel overwhelming for many athletic departments running thin and budgets being cut. The solution? Start with straightforward, high-impact content that doesn't require a design degree or hours of planning.
Chris Stonebraker, Director of Social Media at MaxPreps, suggests focusing on "buckets and themes" that can be repeated weekly:
"At the end of the day, you're trying to educate, inform, and entertain people while elevating high school sports," Stonebraker notes. "These kids might never get that recognition again—let's make sure people know about their accomplishments."
Empowering Student Voices
One of the most effective strategies is to let students lead the charge. Today's high school athletes have grown up creating content and know what resonates with their peers.
Koch has found success with student-athlete leadership teams and programs like their "Falcon's Nest" student section, which collaborates on themed game days and social content.
"Each program now has a social media account," he explains. "When I can't attend events, they self-promote team victories or individual successes."
Making It Easy with Fan Zone
Recognizing that many athletic departments are stretched thin, PlayOn has launched Fan Zone, a new tool that automates much of the social media process. The platform generates professional matchup graphics and provides access to real-time fan-generated highlight clips.
Kevin Gossman, Director of Product at PlayOn, demonstrates how schools can create and share content with just a few clicks: "We want to take this off the plate of probably overworked athletic administrators and give you content that's ready to go."
Community Impact Beyond the Scoreboard
The most successful social media content often extends beyond game results. Koch points to initiatives like "lace up for pediatric cancer" and "breast cancer awareness nights" as consistently high-performing posts.
"Those are always your biggest hits because they impact a lot of people, not just in your community," he explains. "Your community is able to share that out and say, 'hey, look what my town's doing.'"
The Ripple Effect
Effective social media creates connections that span far beyond your graduation year. Koch regularly hears from alumni in California and Puerto Rico who watch games via NFHS Network streaming after seeing social media posts.
"It's always fun to get people from across the country saying they're watching the game and interested in how we're growing and broadcasting our brand," he says.
The message is clear: in an era where community connection matters more than ever, social is essential for celebrating student-athletes, building school pride, and creating lasting memories for the 97-98% of athletes who won't compete beyond high school.
Next Steps
Ready to elevate your program's social media game? Tools like Fan Zone are making it easier than ever to get started. Contact us to get started today.