Date of Award

Spring 4-2-2018

Document Type

Dissertation

Degree Name

Doctor of Education (EdD)

Department

Organizational Leadership

First Advisor

Timothy McCarty

Second Advisor

Keith Larick

Third Advisor

Karen Schauer

Abstract

Purpose: The purpose of this mixed-methods study was to identify the social media tools used and the role of social media when communicating with parents as perceived by exemplary California school district superintendents. In addition, the purpose of this study was to describe the benefits and challenges perceived by exemplary California school district superintendents when using social media to communicate with parents.

Methodology: A mixed-methods study was applied to identify the social media tools used, the role of social media, and the benefits and challenges of using social media to communicate with parents as perceived by exemplary California school district superintendents. An online survey was used to identify the social media tools and role. Face-to-face interviews were used to describe the benefits and challenges of using social media.

Findings: This study revealed that exemplary California school district superintendents strategically use a variety of social media tools when communicating with parents for awareness, feedback, collaboration, and advocacy based on their perception of the importance of the social media tool. In addition, superintendents perceived the role of social media to be used in all four levels of the Dixon ongoing social engagement model. The superintendents identified many benefits and some concerns regarding managing parent criticism and inaccurate information being shared on social media.

Conclusions: Superintendents are using social media intentionally and strategically when communicating with parents. The four levels in the Dixon ongoing social engagement model (awareness, feedback, collaboration, and advocacy) were represented in the social media tools used by exemplary superintendents and the role of social media used to communicate with parents. Superintendents recognized the urgency for the district to be present on social media and utilize it to communicate with parents.

Recommendations: It is recommended to replicate this explanatory sequential mixed-methods study using exemplary unified school district superintendents with public information officers when communicating with parents based on the Dixon ongoing social media engagement model.

Download

Share

COinS