Everybody has a different preferred method of communication: what is effective for one person or group of people will not be for another. Communication is not an exact science. Schools and leaders often communicate in the modality that they are most comfortable with and expect others to adapt. Highly effective leaders find the modality that their audiences use, even if it means stretching themselves out of their own comfort zone. In my current school, for example, Facebook is a better avenue for promoting school and community service events than Twitter, the school webpage, or daily announcements when it comes to communicating with students. This may change annually given the nature of social media and Internet access, so as a leader it is your job to keep track of the tech habits of your stakeholders.