"In today's engaging, digitally empowered school setting, stakeholders question whether schools know best about educating their students" (Rose, 2012). Sheninger and Rubin (2017) stated, "We have to do a better job of communicating what we do" (p. 17). Social media has given rise to new tools to help connect with families to engage them in their children's educational journeys. The purpose of this mixed-methods study was to seek out the perceptions of secondary school parents as it pertains to the impact of the use of social media on the school brand, school connectedness, and school engagement in one southeastern school district in Pennsylvania. The literature review highlights what is known about school communication, social media, family engagement and connectedness, and branding and the relation it has to schools. As this is a newer topic, a gap does exist as it pertains to the effectiveness and impact from a parent's perspective. In this mixed-methods study, participants shared what communication tools they use, the frequency they use them, and belief statements based on social media usage as a school communication tool that impacts the school brand, connectedness, and engagement. The results of this study provide insight into school districts with an established communication plan and those just venturing into the use of social media as a communication tool. [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.]