The purpose of this qualitative research was to describe, analyze, and interpret the perceptions of 16 New York City elementary school principals on the use of social media to recruit prospective families. Today, New York City school leaders are faced with being a promoter for their schools do the expansion of the charter school movement and the implementation of school choice. Principals are engaging in various methods to advertise their schools for recruitment. The principals in this study identified both positive and negative outcomes associated with the use of social media for recruitment of new families. The principals recognized that using social media could broaden their geographical outreach in the promotion of their school's offerings. The principals also noted that one barrier that they face with using social media for recruitment was fear about the actual use of the technology due to their lack of understanding of the tools. Key Words: social media, marketing. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://bibliotheek.ehb.be:2222/en-US/products/dissertations/individuals.shtml.]