Why Social Media Matters for High School Athletics
Sharing your team’s stories online helps create excitement, celebrate achievements, and unite students, parents, and local supporters. Social media lets you connect instantly—right from the field or the stands.
Why It's Important:
- Create excitement around school athletics
- Share real-time updates and celebrate achievements
- Foster a stronger sense of connection and community spirit
Getting Started—Choosing Your Digital Home Base
Every platform has unique strengths. Here’s a quick comparison to help you pick the best fit for your school:
| Platform |
Best for |
Primary Audience |
| Facebook |
Event info, photo albums, boosters |
Parents, community |
| Instagram |
Photos, stories, team culture |
Students, parents |
| Twitter/X |
Live updates, scores, fast news |
Students, fans, media |
| TikTok |
Short, fun videos, team challenges, trends |
Students, youth fans |
Platform Basics & Creating Posts
Facebook
Post game recaps, season schedules, photo albums, and important announcements. Facebook is ideal for parents and community members wanting detailed updates.
Instagram
Share action shots, team moments, and Stories to engage students and parents. Use school colors and hashtags for more reach.
Twitter/X
Post real-time scores, hype up fans on game day, and celebrate big wins. Pin key tweets at the top of your feed for easy access.
TikTok
Show team spirit with short, fun videos. Try game-day dances, challenges, and highlight reels. Trending sounds and hashtags can boost your reach to students.
What Are Hashtags?
A hashtag is a word or phrase with a # sign (like #GoWildcats) that helps your posts get noticed and shared by more people.
Where to Use Hashtags?
| Platform |
Should You Use Hashtags? |
Tips |
| Instagram |
Yes—hashtags are essential |
2-5 per post, at end of caption or in comment |
| X/Twitter |
Yes—highly recommended |
1-2 per post, usually at end |
| Facebook |
Use sparingly |
1-2 if any, only for special campaigns |
| TikTok |
Yes—very useful |
2-4 per video; TikTok also suggests trending hashtags you can add |
Quick Tips for Success
Plan Ahead
Line up your posts before the week begins. Use our sample calendar above to schedule content and keep your audience informed.
Engage Your Community
Ask questions, run polls, and post behind-the-scenes stories to keep fans involved. Respond to comments quickly and always thank your supporters.
Review & Improve
Check which posts get the most attention, track your follower growth, and adjust your strategy to do more of what works.
Key Takeaways
Successful social media for athletic directors comes down to three fundamentals: connection (meeting your community where they are), consistency (posting with rhythm and reliability), and engagement (inviting fans to participate in the story). Get those right, and you'll elevate your program far beyond the playing field.
And remember, you don't need to be a digital expert. Share your school's spirit—and fans will follow!
👉 For more practical tools and examples, download our Social Media Playbook for Athletic Directors.
