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has a list of shootings which have occurred in our schools dating back to the 1840s. Sadly, most of the shootings in the past several decades since the mass shooting at Columbine High School have taken place in public schools. That led me to ask why private schools seem to have been spared these senseless killings.

Before we look at some of the reasons why shootings occur, let's find out what percentage of shootings occur in private vs. public schools. In Corey A. Deangelis notes the following research:

"Hyewon Kim—a Intern—compiled information on school shootings in the United States from 2000 to 2018 using the Tribune-Review database. The database is limited to legitimate school shootings; that is, shootings that occurred on or near a K-12 school campus while classes were in session or when students were present. The list also excluded suicide-only incidents."

"Hyewon found 134 school shootings from 2000 to 2018. Only eight of these occurred in private schools while 122 occurred in public schools. The type of school could not be definitively classified for 4 of the shootings. As shown in the figure below, about 94 percent of the shootings that could be classified occurred in public schools while only about 6 percent occurred in private schools."

This TEDTalk discusses how school shootings can be prevented.

Social media has become one of the most influential tools for private school marketing. For admissions teams, it is no longer optional; it is essential. Families increasingly rely on platforms like Instagram, Facebook, and YouTube to research schools, evaluate culture, and assess community fit before ever scheduling a tour.

In 2026, a strong digital presence often serves as a school’s first impression. A thoughtful, consistent social media strategy can help private schools build trust, highlight their strengths, and connect with prospective families in meaningful ways.

This guide outlines five effective ways to use social media to market your private school, along with practical insights to help you stand out in a competitive enrollment landscape.

1. Showcase Authentic Student Life

The most compelling school marketing does not feel like marketing at all. It feels real.

Prospective families want to understand what daily life looks like, not just what appears in brochures. Social media allows schools to present authentic moments that reflect their community, values, and student experience.

What to share:

• Classroom interactions and project-based learning

• Student performances, athletics, and extracurriculars
• Campus traditions and special events
• Day-in-the-life student takeovers

Short-form video continues to dominate engagement across platforms. A 30-second clip of a science lab experiment or a student-led discussion can communicate more than a paragraph of text.

Authenticity builds trust. Families are more likely to engage with content that feels unscripted and genuine rather than overly polished promotional material.

2. Highlight Outcomes, Not Just Offerings

Many schools promote their programs, advanced courses, arts,

Snowplow, velcro, and helicopter really are synonyms describing parents who try very hard to manage their children's lives. While I have written about velcro parents, I was amused and, at the same time, disheartened to discover this new, pejorative term for parents who won't let their kids be stand-alone adults, namely, snowplow parents.

Helicopter parents are real. They exist. You probably even know a couple of them. I encountered a helicopter parent years ago when I was managing a call center in Raleigh, North Carolina. We were interviewing candidates for account manager positions. The candidate in question made it through the screening interview but failed the interview with the sales managers. The next day the candidate's mother showed up in our lobby demanding to know why we would not employ her son. He was 24 years old! Needless to say, she was not successful in getting her son a job with us. I was appalled that a parent would act that way.

As a school teacher, I also encountered my share of what I would describe charitably as concerned parents. At least they kept their distance. My late wife and I acted in the same way with our children's teachers and other adults they dealt with in their daily lives. Yes, we heard tales of woe about Miss So-and-So or heard how mean Mr. S. the soccer coach was. But we kept our distance. We gave advice and guidance. But our kids had to sort things out on

As a young person, I can remember being told that I had to go to college. My mother had finished high school. Dad flunked out of first-year engineering. World War II was raging. They signed up in the Royal Canadian Air Force. That experience shaped their adult lives in profound ways. That's really what a college education should be about. It can shape lives in profound ways. To make sure that happens you must consider five metrics when choosing a college. Yes, there are more than five metrics involved in selecting the right college, however, let's keep it simple for the moment. Choosing a college can be an overwhelming process.

I am assuming that your child is in a private school with grades 9-12 or 13. That being the case, you will have the advantage of a professional guidance counselor to help you choose the best college for your child. Instead of dealing with hundreds of seniors as a public school guidance counselor does, your school's guidance counselor will be able to allocate enough time to help you with the process of choosing the right college. You can enhance the process further by hiring an education consultant. We did that for one of our daughters and it was worth every dollar we spent.

These are the metrics that I recommend that you discuss and explore thoroughly as you search for the right college for your child. Please include your child in the discussions. She will not appreciate