I have been visiting websites for public schools, and most of them are in need of serious attention. That's putting it kindly.
There are others, however, that are aiming high and aware of the significance of social media and branding. Here's a exemplary website that could serve as a model for public schools interested in improving their online brand. It's in my area - the District of Columbia Public Schools. They let the visitor know that the site has been updated, and that automatically piques my interest as a viewer. (For comparison, go to the outdated Providence Rhode Island Public School's website).
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