Communications

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Mountain Brook Schools has a digital media presence on Facebook, Instagram, X/Twitter, LinkedIn and Threads. The official handle is @mtnbrookschools.

Each local school operates a Facebook and Instagram page.

Social Media Posting Guidelines for Mountain Brook Schools:

GOAL:

• Utilize official Mountain Brook Schools social media channels to share each school’s story with members of the school community, school district and general public. Positively promote happenings, news and various events in order to bring to light various events in our school system.
• Adhere to the school district’s technology usage policy for the betterment of MBS stakeholders and the district

CONTENT:

• School announcements
• Student and faculty achievements directly affiliated with school approved activities/teams/groups
• Innovation in classroom
• Happenings which exemplify the school’s values

FREQUENCY:

• Schools can post as often as needed/desired. Frequency will change depending on the time of year and what is going on at each specific school. Weekly or even daily is a good starting point. Long periods of inactivity (multiple weeks/months) should be avoided.

CONSIDERATIONS:

Posts that appear on social media represent the school, district and all constituents. As such, it's important to consider the contents of its page. Ask yourself this before posting:

• What message do I hope to convey in this post?
• Is this a "neutral post" not promoting a certain opinion or ideology outside the core values of the school's beliefs?
• Do the people in this post want to be featured?
• If the post includes students, did their parents authorize the use of their image in school communication?
• Is the post positive, thoughtful, sensitive and above reproach?
• Does the post contain information that should come from the district first? If so, please bring it to the district's attention before posting.

GUIDELINES:

Professionalism and Respect:

• Maintain a professional tone in all social media posts.
• Treat others with respect, including students, parents, staff, and the community.

• Collaboration:
  • Verify the validity of collaborative posts, ensure their brand, page and posts align with mission and values of Mountain Brook Schools prior to accepting a collaboration
  • Collaboration is encouraged when possible to allow content to reach a further audience
• Content Accuracy:
  • Verify information before posting to ensure accuracy.
  • Reference official sources when sharing news or updates.
• Confidentiality:
  • Respect privacy laws and school policies.
  • All students posted on MBS channels must be vetted/approved in the parent social media waiver completed at registration.
  • Avoid sharing confidential information about students, staff, or any sensitive issues.
• Appropriate Language and Tone:
  • Use language that is inclusive, positive, and free from offensive or inappropriate content.
  • Avoid using all caps, excessive exclamation points, or emoticons in official communications.
• Consistency with School Values:
  • Align posts with the school's mission, vision, and values.
• Copyright Compliance:
  • Respect copyright laws when using images, videos, or other content.
  • Give proper credit to original creators when necessary.
• Comments
  • Posting from official Mountain Brook Schools affiliated accounts should serve as one-way communication
  • Limit or disable comments when necessary
• Social Media Account Management:
  • Regularly update account information and profile pictures per school/account branding.
• Crisis Communication Protocol:
  • MBS Communications/PR Specialist will handle ALL school affiliated social media during times involving crises/urgent situations
• Student Safety:
  • Do not share information that could compromise the safety of students or staff.
  • Avoid sharing the exact location or schedule of school events in advance.
  • Building tours are strictly prohibited to ensure the safety of those in our buildings
• Promotion of Positive Achievements:
  • Celebrate student and staff achievements.
  • Showcase positive aspects of school life and community involvement.
• Parent and Community Engagement:
  • Share relevant information about school events, programs, and initiatives.
• Monitoring and Evaluation:
  • Regularly review and assess the effectiveness of social media efforts.
  • Adjust strategies based on feedback and performance metrics.
• Compliance with Laws and Policies:
  • Stay informed about and comply with relevant laws, regulations, and school policies related to social media use.

By following these guidelines, MBS can maintain a positive and professional online presence while effectively engaging with students, parents, and the wider community.

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Mountain Brook Schools handles each media request on a case-by-case basis. All media requests for matters pertaining to Mountain Brook Schools and its member schools must be made through the district Communications/PR Specialist.

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