Guidelines for Building an Educational Institution's Image Thru Competencies: Using Social Media for Modern Educational Administrators

Abstract

The purposes of this research were: (1) to study the current conditions of school image building through social media competency of modern school administrators under the Chiang Rai Secondary Educational Service Area Office, and (2) to investigate guidelines for school image building through social media competency for modern school administrators under the same office.

The participants for studying the current conditions consisted of 80 informants, including school directors and deputy directors under the Chiang Rai Secondary Educa-tional Service Area Office. The data were collected using a questionnaire and analyzed us-ing frequency, percentage, and mode. The guidelines for school image building through social media competency were obtained from a focus group discussion with seven experts using
a structured interview, and the data were analyzed by content analysis.

The research findings revealed that: (1) the overall current conditions of school im-age building through social media competency of modern school administrators under the Chiang Rai Secondary Educational Service Area Office were perceived at a moderate level; and (2) the guidelines for school image building through social media competency for modern school administrators comprised four main aspects: (1) planning and defining school image and basic information, (2) creating and maintaining organizational culture, (3) communi-cating organizational image, and (4) monitoring, supervising, and evaluating operational per-formance.

The results of this study provide practical guidelines for school administrators in enhancing school image through effective use of social media competency in response to the demands of modern educational administration.