Every Music Director Needs a Strong Social Media Presence

With just a few minutes a week, you could transform how your music program is seen by parents, alumni, and even potential sponsors. A strong social media presence isn’t just nice to have anymore—it’s one of the most powerful tools for building community, celebrating your students’ achievements, and unlocking new opportunities for growth. The best part? You don’t need a marketing degree or hours of spare time to make it happen.

In today’s world, a strong social media presence is more than just a convenience—it’s a powerful tool for your music program. Yet, for many music directors, it’s often the first thing to fall by the wayside when life gets busy. And that’s understandable. With rehearsals, performances, competitions, and everything else on your plate, finding time to craft posts or manage an account can feel impossible. But here’s the thing: social media can work for you, not just as a tool to keep your program organized, but as a way to grow it in ways you might not expect.

A healthy social media presence allows your music program to thrive in multiple ways. It can serve as a hub for communication, where students, parents, and the community stay updated on when and where they need to be. It creates a lasting connection point for alumni, giving them a way to remain engaged and show support for their old program. And most importantly, it offers a powerful promotional platform that can help attract sponsorships or partnerships, giving your program the resources it needs to grow. Sponsors are far more likely to invest in a program that has a visible and engaged audience, as it shows them that their support will make a real impact.

The challenge is that many directors feel like nobody outside their program really cares. They create private Facebook groups to keep updates focused internally, but this approach limits the reach and engagement that makes social media so powerful. Others struggle with what to post, unsure how to balance updates with engaging content. For most, the idea of keeping up with social media feels daunting—just one more thing to manage in an already overwhelming schedule.

Social media doesn’t have to be a burden. With a focused, realistic plan, it’s possible to create a presence that’s both manageable and impactful. The right approach can make social media one of the easiest ways to amplify the incredible work you’re already doing while strengthening your program’s connection to the community.

Use a Public Facebook Page, Not a Private Group

One of the most common mistakes music directors make is creating a private Facebook group for their program. While it might feel like a secure way to share updates, private groups often feel exclusive, like only certain people are allowed to see what’s happening. This approach shuts out alumni, band boosters, community members, and potential sponsors who would love to engage but won’t join a private group.

Social media thrives on accessibility. A public Facebook page invites everyone to follow along without barriers. Parents can share posts, alumni can reconnect, and sponsors can see the program’s impact in action. It’s not just about sharing information—it’s about celebrating your students and their accomplishments with the whole community.

A public page shows you’re proud of the hard work your students are doing and gives them the recognition they deserve. It also reassures sponsors that their support will be visible and meaningful. With a public page, you can still control what gets posted while creating an open, engaging space that strengthens your program’s connection to the community.

Speak Directly to Your Favorite Parent

Social media can feel intimidating when you overthink it, but here’s the secret: you don’t need to be a marketing expert or run your page like an overly corporate Fortune 500 company. Instead, just try this: pretend you're speaking to your favorite parent in the entire program. You know the one: they’re enthusiastic, supportive, and always eager to hear about what’s happening. They’re the first to share your successes, celebrate your students, and ask how they can help.

When you think of that parent, the pressure to create “perfect” content disappears. You’re not trying to impress the entire internet; you’re simply keeping your best supporter in the loop. Share rehearsal updates, snapshots of your students’ hard work, or quick announcements about upcoming events. Let your posts be conversational, warm, and filled with the pride you already feel about your program.

This approach works because social media is about connection, not perfection. When your posts feel authentic, they naturally resonate with parents, alumni, students, and even sponsors. People want to feel like they’re part of your program’s story, and speaking directly to your favorite parent is the easiest way to bring that sense of community to life.

So, instead of trying to craft the perfect post, ask yourself: What would my favorite parent want to know about today? Answer that question, and you’ve got your next great social media update.

Appoint a Student Liaison

A student? Really? Students are silly, ridiculous, and sometimes downright irresponsible! Trusting one with your program’s social media might sound like a bad idea. But not all students are the same. You already know the one—someone who loves your program, who’s responsible, and who understands what needs to be done to help it grow. That’s the kind of student who can make a difference.

Appointing a student liaison to manage your social media doesn’t mean handing over the reins entirely. It means working with a student who has a passion for your program and an understanding of what it takes to help it grow. This student can take on tasks like uploading photos, creating videos, and even brainstorming ideas for posts. They get to use their creativity, and you get the support you need to keep your page active and engaging.

And this student doesn't have to do all the work alone. They can work with others in your program, like the one who loves video production or the one who’s constantly capturing moments on their phone. Every music program has students like this—I know because that was me in school. By pulling in students with complementary skills, your liaison can build a small team to create engaging, authentic content for your page.

Students naturally understand social media, and their creativity can bring a fresh perspective that resonates with their peers and the community. This collaboration keeps your page active and helps everyone feel connected to the program’s story.

By empowering a student (or a small team of them), you also give them an incredible leadership opportunity. They’ll learn responsibility and teamwork while representing their program in the best light. Meanwhile, you can focus on what you do best: inspiring your students and guiding the music they love.

It’s not about trusting any student—it’s about trusting the right one. The one you already know will take this role seriously and use it to help the program they care about so much.

Call to Action

Your music program deserves to be seen, celebrated, and supported—and a healthy social media presence can make that happen. Whether you’re reaching parents, alumni, or potential sponsors, social media is one of the easiest ways to connect with your community and highlight the incredible work your students are doing.

If you’re ready to take your program to the next level, join me for the Lieber Media Sponsorship Program Webinar on June 5th at 8:00 PM. I’ll show you how sponsorships, social media, and professional recordings can come together to help your program thrive.