Traditional methods of communication has lost their reach because individuals want constant up-to-date information. In the communication chapter, Sheninger discusses how he leverages Twitter, Facebook, Google Voice, blogs, social bookmarking, Google+ Hangouts on Air, and many other tools to communicate across the school to include parents. He emphasizes the importance to educate parents, employees, and students how to use the various tools. He does this in many different ways from instructional Web sites to videos. As Sheninger addresses public relations, he notes that “official” media can often ignore an institution or focus on the negative stories. Institutions have the ability to shape their public image by putting out their own information through social media. Using social media tools, digital leaders can keep everyone easily informed.
If we do not tell our story, someone else will. (Sheninger, 2014, p. 98)
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