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Abstract
The purpose of this qualitative study was to describe, analyze, and interpret the experiences of school principals who use multiple social media tools with stakeholders as part of their comprehensive communications practices. Additionally, it examined why school principals have chosen to communicate with their stakeholders through social media. Four themes emerged from the 12 qualitative interviews with the school principals and from the Internet data regarding their social media use. The four emergent themes included the following: (1) Social media tools allow for greater interactions between school principals and their stakeholders. (2) Social media tools provide stronger connections to local stakeholders, to fellow educators, and to the world. (3) Social media use can have a significant impact on a school principal’s personal and professional growth. (4) Social media use is an expectation; it is no longer optional.
Keywords communication, administrators, stakeholders, technology, schools
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