A strong social media presence is more important than ever - and it takes more than just the occasional post. To truly connect with your community and attract new families, Catholic schools must strategically blend organic and paid social media efforts.
The Power of a Balanced Strategy
A successful social media plan starts with a solid organic presence. This means consistently posting content that your current followers care about, building community through interaction, and maintaining a visual and voice consistency across platforms. But if you’re looking to expand your reach and reinforce your key messages beyond your current audience, it’s time to incorporate paid social.
Organic Social: Your Foundation
Your school’s organic social strategy should focus on:
- Visually engaging content: Photos and videos that show student life, mission moments, and authentic community.
- Consistent tone and branding: Maintain your school’s personality across every post.
- Active engagement: Like, comment, and respond to interactions. Social media is a two-way street - your followers want to feel seen and heard.
Boost engagement by:
- Replying to comments and private messages
- Liking and sharing posts where your school is tagged
- Tagging community partners, peer schools, and local organizations
- Asking directly for engagement - invite followers to share, comment, or react
Paid Social: Boosted Posts vs. Ad Campaigns
Once your organic presence is strong, it’s time to amplify. There are two primary options for paid social media on Facebook and Instagram:
Boosted Posts
- Created directly from your school’s Facebook page
- Reuses content you’ve already posted
- Targets specific audiences (e.g., your followers, their friends, or custom groups)
- Goal: Extend reach and increase engagement
Ad Campaigns
- Created in Facebook Ad Manager
- Offers more customization and creative options
- Allows for precise audience targeting and campaign objectives
- Can include calls to action, multiple placements, and A/B testing
- Automatically optimizes performance based on real-time results
When Should You Use Each?
- Use Boosted Posts when you want to get more eyes on a great post—especially one that’s already performing well.
- Use Ad Campaigns when you’re promoting an event, running a campaign, or have a clear goal like lead generation or website traffic.
Final Advice: Don’t Be Afraid to Dive In
The best way to learn social advertising is to try it. Start small, monitor performance, and refine as you go. Whether you’re looking to increase open house attendance, boost awareness, or strengthen your brand, paid social media can help you get there—when used wisely and alongside a consistent organic strategy.