“School choice” goes far beyond the idea of parents just picking a group of buildings from a selection of schools in their hometowns. It has grown into an entire movement, replete with government programs and incentives—a giant, intricate web of factors and new realities. Between magnet schools, charter schools, homeschooling, vouchers, tax credits, education savings accounts (ESAs), and other programs, school admissions have become increasingly more competitive. That brings a new thread of competition for schools as they vie for the best talent to join their future graduating classes.
Schools with a social media presence explore different ways to maximize engagement and turn fans and followers into brand advocates. While businesses have it easier and are able to attract their online community’s attention through rewards, discounts, and specials, schools have lesser opportunities to offer monetary benefits that often grab eyeballs.