ABSTRACT
This chapter looks at how to use the knowledge school leaders now have about their most influential audiences to create their own marketing advantage. Achieving the right balance means investing equally between what could be called 'internal marketing' and more traditional 'external marketing'. If school leaders imagine internal and external marketing and communication investment as two sides of a set of scales, they need to be balanced. The real power of social media is the ability to reach lots of people quickly. It is estimated that on average any individual in the UK has the ability to interact with around 250 people at any one time. This could be through friends and family and social media connections. The power of authentic advocacy far outweighs any other form of marketing. Ensuring that school leaders are marketing their school from the inside out is absolutely critical to their success.
