The problem is school leaders facing pressure to be responsive to the demands of the school community due to the existence of other educational options competing for the same pupils. The purpose of this basic qualitative study was to understand the beliefs of school leaders utilizing social media as the medium of communication with the school community and its influence on decision-making relative to school-choice options. The literature gap reinforces the need for more research into educational leaders' use of social media. Transformational leadership (TL) guides the study. Research questions are designed to understand school leaders' experiences and perceptions of using social media and the perception of how the school community is influenced by decision-making regarding school choice opportunities. This basic qualitative study included 15 school leaders selected from various school districts from four counties in Northern New Jersey who utilize social media. A purposive sample was used of educational leaders who currently use social media to communicate with their school community where multiple student choice options are present. Thematic analysis was conducted to develop themes and patterns collected from transcripts of responses collected during virtual or in-person focus groups and interviews. Themes included culture, school narrative, recruiting, content, connection, and community. Key findings of the study were favorable impacts highlighting the success staff and students had on improving school culture. School leaders are encouraged to utilize social media to engage stakeholders to influence the narrative and assist in developing a positive school culture. [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.]