Digital Leadership as Relational Practice: Uncovering Principals’ Use of Social Media to Reimagine School-Community Engagement

• In Event: Leadership Preparation, Change, and Organizational Conditions

Abstract

This study explores how K–12 principals strategically use social media as a form of relational digital leadership to enhance school-community engagement. Employing a qualitative cross-case design with five high school principals, the research reveals how principals foster relational trust, authenticity, and equity through digital storytelling and inclusive communication practices. Findings indicate social media enables distributed leadership, strengthens stakeholder relationships, and challenges deficit narratives about historically marginalized school communities. Principals navigated emotional labor and ambiguous district policies, underscoring the need for clearer guidelines and professional development. This work advances scholarly understanding of digital leadership as a critical, equity-oriented practice, emphasizing its role in reshaping traditional leadership narratives and promoting inclusive school cultures.

Authors

• Daniel Sung-Yeol Choi, California State University - Fullerton

• Elizabeth Chang, California State University - Fullerton