Sign up for email alerts from The Monitor | Diocese of Trenton
The Monitor | Diocese of Trenton, NJ  
Advanced Search

home : features : back to school July 20, 2019

8/23/2018 1:58:00 PM
Diocese's schools using social media to build communities
Schools in Hamilton, (above), Medford and Point Pleasant Beach are among those who use Facebook as a way to build community.

Schools in Hamilton, (above), Medford and Point Pleasant Beach are among those who use Facebook as a way to build community.



Did You Know?


The Diocese has a Social Media Policy and Resource Guide to explain best practices, answer any questions and address concerns. View it at


Best Practices in Social Media:

Know Your Audience

Each social media platform is designed for different uses and target audiences; know who you are marketing to and design a post for that audience. Using the data and insights provided by the platform allows you to see which post or ad was effective and which missed the mark.

Create Engaging Posts

Sometimes, the content to be posted isn’t always engaging, but it is important that posts highlight exactly the message you intend on presenting. Photos, or short and catchy videos, often grab the attention of the user who may scroll past posts that simply contain words.

Plan and Prepare

Schedule posts ahead of time when you can. Encourage the school community to get into the habit of taking pictures and sending them to the person in charge of posting. * Important note: Everyone should be aware of students who are not allowed to be photographed. Children’s safety is always the No. 1 priority.

Spread the News

Social media is the new “word of mouth” marketing that is helpful in spreading the good news about Catholic schools. Tag those businesses or companies that have donated their time, talent or treasure to your school. To spread the news, “share,” “re-tweet,” “re-pin.”

Be Educated

The National Catholic Educational Association ( has free webinars on-demand that discuss social media do’s and don’ts and helpful suggestions for marketing Catholic schools.

Be Aware

As with the many positives of social media, there can also be negatives. It’s important to have someone who can monitor social media pages regularly. Problems and concerns need to be addressed immediately and appropriately. The Diocese has created a policy to assist those who work in marketing to address such issues.

Start Small

The first step is to decide on one platform and start following other schools. Check out what elementary schools and high schools are doing on social media to get some ideas. (Tip: visit for a list of all the schools in the Diocese. Once you visit the school’s website, you can see what platforms they are using and like/follow right from their page).

Best Practices is a compilation drawn from the expertise of Rose O’Connor, Lorraine Kneppel and Kevin Callahan.

Story by Mary Morrell | Correspondent

Kevin Callahan describes using social media this way: “It’s like Paul visiting Corinth, without strapping on the sandals.”

Callahan, minister of evangelization and marketing in St. Mary of the Lakes Parish, Medford, sees social media as a tool for communication, growth and community building, sharing the story of both parish and school and the Good News of the Gospel in the process.

“Utilizing the different social media platforms allows us to reach people where they are,” said Rose O’Connor, director of marketing and campus minister in Trenton Catholic Academy, Hamilton, as well as marketing chair for the diocesan PTA Board.

For St. Peter School, Point Pleasant Beach, “social media has been an integral part of communicating with our family, friends and alumni,” said Lorraine Knepple, director of admissions and marketing, who explained that the Blue Ribbon school began with a simple Facebook page and branched out into multiple media outlets, including Instagram, Twitter and YouTube.

“Parents often turn to social media for recommendations on schools for their children, and it’s important that our schools have a strong social media presence so they can see that our Catholic schools are an excellent choice,” O’Connor said.  “It allows us to share our story and to share information with our current families, prospective families, alumni and donors,” she added.

Social media is also a powerful evangelization tool, noted O’Connor, providing an opportunity to share how students and youth of the Church are putting their faith into action. ”Simple posts can include a link for additional information or can include an invitation to Mass,” she said.

Callahan agrees. “Evangelization is our mission, and we can do it easily through social media,” he said, imagining what Sundays would look like if every student or parishioner “got one person to Mass through a social media invitation.”

Using the Platforms

Among the most utilized platforms for schools are Facebook, Twitter, Instagram and YouTube, said O’Connor, noting that each platform serves a different use for a different target audience.

Recently, Callahan used Facebook effectively to promote the parish carnival. “The carnival Facebook page was overwhelmingly successful, as was the carnival,” he said, explaining that the family event generated a lot of questions on Facebook to which he was able to respond quickly, providing information and building community.

O’Connor explained that Facebook appeals for the most part to adults – families, parents, donors and alumni, while YouTube appeals to young people. “I post all our videos on YouTube,” she said, noting also that during the height of basketball season Twitter gains momentum. “A lot of the sports teams and coaches utilize Twitter, as do many of the clubs and after-school programs in the high schools,” she added.

Pinterest, a social bookmarking site that serves as an online pin board, relies on visuals and often provides teachers with ideas for their classroom and for instruction. In addition, Pinterest can be used to showcase schools and the different innovative lessons and projects of teachers and students, O’Connor said.

Whether schools use some or all social media platforms, it is essential, said Knepple, that “all pages are monitored daily” and a response is given when people interact and ask questions. 

Making a Difference

With all of the platforms free to use, marketing and advertising on social media is budget friendly.

“In the current age of digital ads,” Knepple said, “we also use social media as a main form of advertising. We use analytical tools to see how far the advertising reaches and what impact it has on our traffic.”

“For a relatively small cost, schools can advertise directly to a targeted audience, making marketing efforts, often managed on a limited budget, extremely cost effective,” said O’Connor, adding, “All of these campaigns can be adjusted, and data is provided to show how many people have been reached by the advertising.”

As a communication tool, social media “has also been extremely helpful to keep our school families informed about the legal and budget issues that affect our schools as well. Social media allows us to spread the word to our school families and supporters that important legislation needs their attention,” O’Connor said.

The bottom line, offered Knepple, is “when used correctly, social media can be a very positive means of communicating and getting the word out about your programs and community events.”


Subscription Login

Pope Francis

2019 ACA bottom Ad 2nd wave

The Monitor, 701 Lawrenceville Road, P.O. Box 5147, Trenton, NJ 08638-0147 | PHONE: 609-406-7404 | FAX: 609-406-7423 |

Copyright © 2019 | | All Rights Reserved.
Any use of materials on this website, including reproduction, modification or distribution without the prior written consent of the Diocese of Trenton is strictly prohibited.

Software © 1998-2019 1up! Software, All Rights Reserved